Analýza merchandisingu piva v maloobchodě
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Vysoká škola báňská – Technická univerzita Ostrava
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Abstract
The thesis deals with the analysis of merchandising of Radegast brand products on the beer market in retail units in the city of Ostrava. The theoretical part focuses on defining the term merchandising, explaining technical terms and also on the TSI method, which can be used to analyze the level of merchandising. The next section presents the beer market in the Moravian-Silesian region. In the practical part, an analysis is performed, in which the calculations of the TSI and its partial criteria were used.
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merchandising, customer, competition, shopping behavior, retail, marketing, POP, Total Schopscore Index, marketing comunication, merchandising analysis