Analýza aplikace metody TSI jako nástroje hodnocení práce obchodních zástupců v maloobchodě.

Abstract

This dissertation thesis is focused on the analysis of Total Shopscore Index method (abbr. TSI) as a tool for sales agents work evaluation. The retail sector, more specifically non-specialized food predominating retail outlets, was defined as the area of interest. The TSI is based on data obtained directly in retail outlets (e.g. by observation) and specifically targeted inventory level, position and presentation of goods. Nowadays more than two thirds of purchase decisions are executed directly on the retail outlet floor space. High inventory level (not only in retailer’s storage, but more importantly in shelves and on floor space), adequate position of merchandise (in the main merchandise area, secondly by cash desk, etc.) and excellent presentation of merchandise can be crucial for manufacturer’s success. The main aim of this dissertation thesis is to evaluate the objectivity of the TSI method as a tool for sales representatives’ field work evaluation in the retail outlets, focusing on one specific consumer good on Slovak retail market. Because of the lack of the comprehensive theory, the theoretical chapter provides an overview of the fields that should be considered when deciding the problem how to evaluate the sales representative field work. These fields are connected on the partial indices of the TSI (Inventory, Position and Presentation Index). Analysis of the external factors that can influence the TSI (region, sales representative, etc.) and the analysis of the relationship among observed criteria are the basis of findings formulation and evaluation of the TSI method. Identification of factors that can have strong influence on the TSI value and those which should be specially handled to retain the objectivity and comparability of the TSI among the whole basis of sales representatives are the main findings of this thesis.