Publication detail

Mystery Shopping as a Tool for Improvement of Shopping Conditions

KUČEROVÁ, V.

Original Title

Mystery Shopping as a Tool for Improvement of Shopping Conditions

Type

conference paper

Language

English

Original Abstract

This paper is focused on the identification and evaluation of internal factors of a shop, that are affecting retail buying behaviour of customers in retail food stores. The study examines the environment in Czech retail market, which is characterized by strong competition with a predominance of foreign chains. Domestic traders very often use concatenation into franchise chains as a way of defence against their strong influence. By that a very diverse group of shops, acting as a single unit retail chain, is created. But the strength and quality level of the entire chain is limited by its weakest link. The identification of internal factors of a shop that are affecting retail buying behaviour is based on secondary data from buying behaviour studies and primary data, the customers buying behaviour survey. The questionnaire, which was answered by 175 respondents, was focused on the identification of key factors influencing the choice of the shop for customers routine shopping. These findings created the basis for the evaluation of shops within mystery shopping, which was focused on the evaluation of factors characteristic for a shop internal environment and processes. The 85 evaluated shops are members of Czech retail franchise chain covering about 220 small and medium-sized stores. The aim of the study is to propose a method for vulnerability assessment and finding opportunities for growth of shop sales as the way of building and strengthening of the retail chain competitiveness.

Keywords

buying behaviour, demand for food, mystery shopping, food retail in the Czech Republic

Authors

KUČEROVÁ, V.

RIV year

2015

Released

7. 5. 2015

Publisher

International Business Information Management Association (IBIMA)

Location

Amsterdam

ISBN

978-0-9860419-4-5

Book

Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth

ISBN

NEUVEDENO

Pages from

1040

Pages to

1049

Pages count

10

BibTex

@inproceedings{BUT114714,
  author="Vladimíra {Bayerová}",
  title="Mystery Shopping as a Tool for Improvement of Shopping Conditions",
  booktitle="Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth",
  year="2015",
  pages="1040--1049",
  publisher="International Business Information Management Association (IBIMA)",
  address="Amsterdam",
  isbn="978-0-9860419-4-5"
}