Analýza nákupního prostředí maloobchodu se sportovním zbožím

Abstract

The aim of this bachelor thesis was to analyze the shopping environment of the company SPORTISIMO s. r. o. For the research were selected two specific SPORTISIMO outlets. The work is composed of a theoretical part, where are examined the retail trade, consumer behavior, purchase decision-making process and shopping environment retail stores. There are also acquainted with the selected company. The second part of this work is part of the practical, which includes an analysis of the shopping environment of both stores and their subsequent comparison. Finally, based on the results of the analysis, were created proposals and recommendations for the improvement of both the selected outlets.