Browsing by Author "Vajová, Petra"
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- ItemAnalýza nákupních center(Technická Univerzita v Liberci, 2011) Vajová, Petra; Myslivcová, SvětlanaThesis entitled Analysis of Shopping Centers. Aim of the thesis was to determine buying behavior and preferences of the customers to buy Christmas gifts especially in Liberec shopping centers. In the introduction devoted basic concepts of marketing and types of retail stores. The theoretical part focuses on buying behavior, marketing research and marketing communications. The practical part describes the development of retail and shopping centers in the USA, Europe and in the Czech Republic, individually and in Liberec. There are detailed and characterized by the three largest shopping centers in Liberec, which was compared in terms of the facts used in marketing communications. The main part was to perform primary research of the buying behavior in the questionnaire form. The acquired data are analyzed, converted into tables and graphs and according to them assessed in the conclusion of the thesis.