Customer perception of retail marketing strategies

Ing. Bishal Debbarma

Master's thesis

Abstract:

The aim of the thesis is to analyse customer perceptions of marketing strategies in the retail industry and provide tailored recommendations for new entrants. Structured into five chapters, it begins by explaining fundamental marketing concepts such as the Marketing Mix and explores the intricacies of marketing communication, both in-store and online. Chapter two provides an overview of the retail landscape, focusing on industry stalwarts like Kaufland and Tesco. The third chapter outlines the research methodology, describing objectives, approach, and data collection methods. Chapter four analyses gathered data to obtain insights into customer behaviour and preferences. The final chapter offers actionable recommendations for small and new retail businesses, emphasizing convenience, product selection, pricing, promotions, and technological integration. The study employs a deductive research approach, drawing from existing literature and collecting both qualitative and quantitative data through interviews and surveys. Findings indicate that convenience plays a pivotal role in store selection and purchasing decisions, with factors like location, operating hours, and technological amenities being paramount. Additionally, customers value product variety, pricing transparency, and engaging promotional strategies. The conclusion underscores the importance of tailored marketing strategies aligned with customer preferences for the success of retail ventures. This thesis aims to serve as a practical guide for emerging retailers, leveraging insights from established players and current market trends to inform strategic decision-making.

Keywords

Marketing, Retail Marketing, Customer Perception, Customer behaviour, Convenience

Language used: English

Date on which the thesis was submitted / produced: 10. 5. 2024

Thesis defence

• Date of defence: 11. 6. 2024
• Supervisor: Ing. Michal Stoklasa, Ph.D.
• Reader: Ing. Jana Šimáková, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / field:
Economics and Management / Business Economics and Management