Analýza nákupního prostředí na trhu spotřební elektroniky

Abstract

The theme of the diploma thesis is shopping environment analysis on the Electronics market. The aim of the work is to analyze shopping environment of consumer electronics stores in Čadca, to create overall evaluation of them and to compare the results with Elmap elekro store. The instrument for obtaining information is qualitative marketing research using methods of observation, mystery shopping, mystery mailing and mystery calling. Supplementary method is personal survey. The content of the work is the characteristic of Electronics market, theoretical knowledge defining retail, shopping environment and shopping decision process. The results of the work are concrete suggestions and recommendations for Elmap elektro store, which should contribute to increase the quality of shopping environment of the store and improve its position on the market.