Analýza faktorů ovlivňujících image maloobchodních řetězců s rychloobrátkovým zbožím

Abstract

This master's thesis deals with the analysis of factors influencing the image of fast-moving consumer goods (FMCG) retail chains in the Czech Republic. The main objective of the thesis is to identify the key dimensions shaping the image of Lidl and Kaufland in the minds of Czech consumers and to compare their overall perception. The methodology involved quantitative research using an online questionnaire (CAWI) on a sample of 151 respondents. The collected data were analyzed using descriptive statistics, exploratory factor analysis (EFA), and hypothesis testing, specifically t-tests and ANOVA.The research results showed that Lidl achieved a significantly better overall rating and sympathy than Kaufland. Lidl's image is supported mainly by its non-food assortment, private labels, and the digitalization of the shopping process. In contrast, a so-called operational paradox was identified at Kaufland, where the most frequent, loyal customers critically evaluate the operational reliability of the stores, such as product availability or cleanliness. The conclusion provides strategic recommendations, which for Lidl include the permanent introduction of family packaging (XXL formats) to target middle-aged customers, and for Kaufland, an urgent improvement in replenishment logistics and the modernization of the shopping environment.