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  • Author: Petra Olšová x
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Location of super and hypermarkets in the city of Ústí nad Labem

Abstract

Retail stores are a common part of our everyday life. We focus on the site selection of supermarkets and hypermarkets in Ústí nad Labem and analyze the role of selected factors that drive the site selection of these super/hypermarkets. The role of the factors is verified by a correlation analysis. In the city of Ústí nad Labem, retail units of the supermarket or hypermarket type are unevenly distributed and are concentrated in the more central areas of the city. The location of stores has no power association with monitored factors. The result is certainly strongly influenced by the lack in availability of relevant data.

Open access
Influence of segmentation factors on leaflet distribution

Abstract

In marketing communication it is important to know what and how to inform the customer, it means to know the target audience, where it is located and how it is possible to reach it. The most commonly used form of addressing the customer in the retail is a leaflet action. This article aims to highlight the use of segmentation aspects by retail in the selected region for the best implementation of selected communication mix - direct marketing. An analysis of secondary data - professional literature and studies dealing with the meaning of communication in the company, specifically marketing communication with a focus on direct marketing in the retail – was executed to fulfil the objectives of the article. Results from a questionnaire survey that examined the influence of spatial data on the purchasing behaviour of customers in Ústí nad Labem - City will be used as primary data. Survey results indicate the fact that it was necessary to collect spatial data on the segment. A selected market was examined in the questionnaire survey mainly in terms of geography and demography and impact of these criteria on the leaflet distribution process application. Geographical segmentation provided information on the spatial distribution of retail shops in the city. Socio-demographic segmentation offered information about age, gender, status, and education of customers who shop in the supermarkets.

Open access