Analýza pozice diskontních prodejen na českém trhu

Abstract

The diploma thesis is focused on analysis of discount stores position on the Czech market. The main objective is the analysis of discount stores position with fast moving consumer goods on the Czech retail market. Another objective was also to find out consumers' knowledge of private labels of discount stores and their opinions on the modernization of discount stores. The content of this diploma thesis is the specification of theoretical basis the systematization of retail units, characteristic of Czech retail market and analysis of discount stores position which was analysed by marketing research based on personal questioning using a printed, structured questionnaire.