Analýza pozice diskontních prodejen na českém maloobchodním trhu

Abstract

This thesis deals with the subject of discount retail outlets which are often being discussed in relation to the decreasing retail format differentiation. These are being viewed from the point of view of the customers who shop for food and other goods for everyday use. In order to determine the position of discount retail outlets in the Czech retail market, both the primary and secondary data have been collected. With regards to the primary research, a qualitative method of questioning has been used. Based on the obtained results, the Czech customers´ perception has been analyzed and it is possible to verify the viability of the new concept of discount sales outlets in the contemporary Czech retail market conditions.