Analýza nákupního prostředí v prodejnách mobilních operátorů

Abstract

This thesis deals with shopping environment analysis of mobile operator’s O2 Czech Republic stores a.s. The aim is to analyse and compare the stores and its shopping environment. The theoretical part of the thesis it describes the shopping environment and its initial features. The second part is focused on characteristics of the company O2 Czech Republic a.s. The research part is divided into three chapters. Mystery shopping was chosen as a research method. There were six stores which were evaluated in five different areas. The primary data was acquired analysed and stores compared. Then recommendations were given which should help to improve the shopping environment and there by positively influence the purchase decisions of their customers.