Vplyv vizuálneho merchandisingu na impulzívne nakupovanie zákazníkov
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Date
2023-06-15
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Abstract
Bakalárska práca "Vplyv vizuálneho merchandisingu na impulzívne nakupovanie zákazníkov" sa zaoberá významom vizuálneho merchandisingu v maloobchode a jeho vplyvom na predajné výsledky a zákaznícku skúsenosť. Práca je rozdelená na teoretickú a praktickú časť. V teoretickej časti práce je charakterizovaný maloobchod ako dôležitý segment podnikateľského prostredia, vysvetlený pojem vizuálny merchandising a popísaný jeho vplyv na impulzívne nakupovanie.
Praktická časť práce sa zameriava na výskum, ktorý sa uskutočnil v konkrétnej maloobchodnej predajni zameranej na predaj odevov. Výskum zahŕňal výber dvoch menších oddelení, ktoré boli premiestnené do obmedzeného priestoru bez možnosti plne realizovať všetky prvky vizuálneho merchandisingu. Predajné výsledky týchto oddelení sa hodnotili pred presťahovaním, po presťahovaní a po návrate na pôvodné miesto. Výsledky výskumu jasne potvrdili význam vizuálneho merchandisingu pre predajné výsledky. Keď boli oddelenia umiestnené na obmedzenom mieste bez vhodnej vizuálnej prezentácie, výsledky predaja sa výrazne znížili.
Záver štúdie zdôrazňuje dôležitosť správnej implementácie a používania prvkov vizuálneho merchandisingu v maloobchode. Úspešná implementácia týchto prvkov môže viesť k zvýšeniu atraktívnosti tovaru, zlepšeniu zákazníckej skúsenosti a vyšším výsledkom predaja.
The bachelor thesis "The Impact of Visual Merchandising on Impulse Buying of Customers" examines the importance of visual merchandising in retail and its impact on sales performance and customer experience. The thesis is structured into a theoretical and a practical part. The theoretical part of the thesis characterizes retail as an important segment of the business environment, explains the concept of visual merchandising and describes its impact on impulse buying. The practical part of the thesis focuses on the research conducted in a specific retail store focused on clothing sales. The research involved the selection of two smaller departments that were relocated to a limited space without the ability to fully implement all the elements of visual merchandising. The sales performance of these departments was evaluated before the relocation, after the relocation, and after the return to the original location. The results of the research clearly confirmed the importance of visual merchandising for sales results. When departments were located in a confined location without appropriate visual presentation, sales results decreased significantly. The conclusion of the study highlights the importance of proper implementation and use of visual merchandising elements in retail. Successful implementation of these elements can lead to increased merchandise attractiveness, improved customer experience, and higher sales results.
The bachelor thesis "The Impact of Visual Merchandising on Impulse Buying of Customers" examines the importance of visual merchandising in retail and its impact on sales performance and customer experience. The thesis is structured into a theoretical and a practical part. The theoretical part of the thesis characterizes retail as an important segment of the business environment, explains the concept of visual merchandising and describes its impact on impulse buying. The practical part of the thesis focuses on the research conducted in a specific retail store focused on clothing sales. The research involved the selection of two smaller departments that were relocated to a limited space without the ability to fully implement all the elements of visual merchandising. The sales performance of these departments was evaluated before the relocation, after the relocation, and after the return to the original location. The results of the research clearly confirmed the importance of visual merchandising for sales results. When departments were located in a confined location without appropriate visual presentation, sales results decreased significantly. The conclusion of the study highlights the importance of proper implementation and use of visual merchandising elements in retail. Successful implementation of these elements can lead to increased merchandise attractiveness, improved customer experience, and higher sales results.
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vizuálny merchandising, maloobchod, predajné výsledky, zákaznícky zážitok, impulzívny nákup, prezentácia tovaru