Analýza merchandisingu kosmetických produktů v maloobchodě

Abstract

This thesis deals with the analysis of merchandising activities of cosmetic products in retail. The aim of this thesis, based on qualitative research, was to assess the level of merchandising activities of Listerine mouthwash, manufactured by Johnson & Johnson, in chosen retails situated in Moravian-Silesian Region in the Czech Republic. We have been observing the availability of individual products in the given retails, their location within the sales area and the presentation. Also, an analysis of the level of merchandising has been done in individual stores, retail chains and retail formats. In the conclusion of the thesis there are suggestions and recommendations which should help improving marketing activities at the location of the sale of Listerine mouthwash to higher satisfaction of customers and also to higher turnovers of companies.