Analýza pozice diskontních prodejen na českém trhu

Abstract

The theme of the diploma thesis is discount stores analysis with Fast Moving Consumer Goods in the Czech market. The primary aim was to find out discount stores popularity of Czech consumers and their position to the business format. The research was performed by using quantitative analysis. The primary data was collected by a method of personal inquiring. The thesis is divided into six chapters. The second charter includes a theoretical profiling of the retail operating units on the Czech market and theory of the retail marketing mix. The third charter contains the history and characteristics of the discount stores. The fourth charter is defined metodology for collecting research data. The fifth charter evaluates and interprets the results of primary inquiry.