Analýza merchandisingu drogistických prodejen

Abstract

The diploma thesis includes an elaboration an issue of merchandising for four major drugstore chains in the Czech Republic. An aim is established a level of merchandising activities in the selected stores focusing on the hair care products. A theoretical part contains a definition of merchandising and explains its importance in the retail stores. A practical part presents a current market of the drugstores and a research by an observation. The research results show an importance of using merchandising activities in the drugstores. Each store has its merchandising strategy and differentiates from the rival stores.