THE IMPORTANCE OF THE IMAGE OF A RETAIL COMPANY AND SHOP

The author of the diploma thesis investigated the importance of the image of a retail company and shop with an emphasis on differentiation and positioning of the offer. The author also investigated to what extent people, when deciding to visit a shop, consider its location and tidiness important, and what role the tidiness and appearance of sales staff play in their purchasing decisions. The diploma thesis comprises eleven chapters and consists of two parts, namely the theoretical and research parts. In the seventh, more extensive chapter, the author carried out the research part – the implementation and analysis of a survey – which was presented using tables and graphs, as well as the conclusion of the research, which confirms all the hypotheses. In the eighth and ninth chapters, the author presented her proposals and recommendations to the company management and the concluding thoughts of the diploma thesis.

Problem

The author of the diploma thesis investigated the importance of the image of a retail company and shop with an emphasis on differentiation and positioning of the offer. The author also investigated to what extent people, when deciding to visit a shop, consider its location and tidiness important, and what role the tidiness and appearance of sales staff play in their purchasing decisions.

Solution and Method

The diploma thesis comprises eleven chapters and consists of two parts, namely the theoretical and research parts. In the theoretical part, the author defined the topic under consideration, the purpose, objectives, basic hypotheses of the diploma thesis and the anticipated research methods. In the second chapter, using the cited literature and sources, the author presented differentiation and positioning of the offer.

The choice of which option for competitive differentiation of the offer a company will select and which differences it will particularly emphasise depends on the competitive position and strength of the company. In the third and fourth chapters, the author described the image and tasks of the shop window, namely: design, ideas, structure; occasions on which displays are arranged; what the criteria are for a well-designed shop window and what the importance of the shop window is for turnover. In the fifth chapter, the author described the interior arrangement of the sales space.

The author described proper lighting of the space, music in the sales space, equipment and its arrangement, cleanliness and order, which represent the basic condition for a tidy appearance of the shop. In the sixth chapter, the author presented sales staff and their recruitment, management and training.

Results

In the seventh, more extensive chapter, the author carried out the research part – the implementation and analysis of a survey – which was presented using tables and graphs, as well as the conclusion of the research, which confirms all the hypotheses. In the eighth and ninth chapters, the author presented her proposals and recommendations to the company management and the concluding thoughts of the diploma thesis.