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Vizuální merchandising jako nástroj marketingové komunikace v místě prodeje
Thesis title in Czech: Vizuální merchandising jako nástroj marketingové komunikace v místě prodeje
Thesis title in English: Visual merchandising as a tool of in-store marketing communication
Key words: marketingová komunikace v místě prodeje, vizuální merchandising, aranžování zboží, vystavení zboží, store design, místo prodeje
English key words: in-store marketing communication, visual merchandising, goods arrangement, goods display, store design, point of purchase
Academic year of topic announcement: 2018/2019
Thesis type: Bachelor's thesis
Thesis language: čeština
Department: Department of Marketing Communication and Public Relations (23-KMKPR)
Supervisor: Daniel Jesenský
Author: hidden - assigned by the advisor
Date of registration: 16.07.2019
Date of assignment: 16.07.2019
Date and time of defence: 25.06.2020 00:00
Venue of defence: Hollar - Smetanovo nábřeží 6,Praha 1, H108, Hollar - místn. č. 108
Date of electronic submission:21.05.2020
Date of proceeded defence: 25.06.2020
Opponents: Mgr. Tereza Ježková, Ph.D.
URKUND check:
Knižní zdroje

BAILEY, Sarah a Jonathan BAKER, 2014.Visual merchandising for fashion. Londýn: Bloomsbury publishing. ISBN 978-2-940-447-70-1.

BELL, Judy a Kate TERNUS, 2017. Silent Selling: Best Practices and Effective Strategies for Visual Merchandising. 5th edition. Fairchild Books. ISBN 978-1501315497.

BHALLA, Swati a Anuraag SINGHAL, 2010. Visual Merchandising. New Delhi: Tata McGraw Hill Education Private Limited. ISBN 978-0-07-068205-4.

BOČEK, Martin, Daniel JESENSKÝ a Daniela KROFIÁNOVÁ, 2009. POP - In-store komunikace v praxi: Trendy a nástroje marketingu v místě prodeje. Praha: Grada Publishing. Manažer. ISBN 978-80-247-2840-7.

BOYCE, Peter a Peter RAYNHAM, 2009. Chapter 12: Retail lighting. The SLL Lighting Handbook. London: The Society of Light and Lighting. ISBN 978-1-906846-02-2.

BÁRTA, Vladimír, Ladislav PÁTÍK a Milan POSTLER, 2009. Retail marketing. Praha: Management Press. ISBN 978-80-7261-207-9.

DEPAOLI, Max A., 1992. Die Sprache der Ware: Zukunftsorientierte Produktpräsentation, Angewandtes Merchandising. Wien: Ueberreuter. ISBN 3800091720.

EBSTER, Claus a Marion GARAUS, 2011. Store Design and Visual Merchandising: Creating Store Space That Encourages Buying [online]. New York: Business Expert Press [cit. 2020- 03-15]. ISBN 978-1-60649-095-2. Dostupné z: DOI: 10.4128 9781606490952

JESENSKÝ, Daniel a kol., 2018. Marketingová komunikace v místě prodeje: POP, POS, in- store, shopper marketing. Praha: Grada publishing a.s. ISBN 978-80-271-0252-5.

KARDES, Frank R., Maria L. CRONLEY a Thomas W. CLINE, 2010. Consumer behavior. Mason: Cengage Learning. ISBN 978-0-538-74540-6.

KARLÍČEK, Miroslav a Petr KRÁL, 2011. Marketingová komunikace: jak komunikovat na našem trhu. Praha: Grada Publishing. ISBN 978-80-247-3541-2.

KOTLER, Philip a Kevin Lane KELLER, 2013. Marketing management. 14. vydání. Praha: Grada Publishing. ISBN 978-80-247-4150-5.

KRETSCHMER, Robert, 2009. Window and Interior Display: The Principles of Visual Merchandising. CreateSpace Independent Publishing Platform. ISBN 9781449596132.

MANTRALA, Murali K. a Omid KAMRAN-DISFANI, 2018. Category management and captains. GIELENS, Katrijn a Els GIJSBRECHTS.Handbook of research on Retailing[online]. Edward Elgar Publishing Limited [cit. 2020-03-27]. DOI: 10.4337/9781786430281. ISBN 978-1-78643-028-1.

MORGAN, Tony, 2016.Visual merchandising: window and in-store displays for retail [online]. Third edition. London: Laurence King Publishing [cit. 2020-03-15]. ISBN 9781780676876. Dostupné z: 022bce8-a050-49c2-956d-8f45e8e2f30e@sessionmgr101&vid=11&format=EB&rid=2

NAGLE, Thomas T., John E. HOGAN a Joseph ZALE, 2016. The Strategy and Tactics of Pricing: New International Edition. Fifth edition. New York: Routledge. ISBN 978-0-13- 610681-4.

NIELSEN MARKETING RESEARCH, 1992. Category Management: Positioning Your Organization to Win. Chicago: NTC Business Books. ISBN 978-0-8442-3489-2.

OCHRANA, František, 2019. Metodologie, metody a metodika vědeckého výzkumu [online]. Praha: Karolinum [cit. 2020-04-28]. ISBN 978-80-246-4204-8. Dostupné z: 022bce8-a050-49c2-956d-8f45e8e2f30e@sessionmgr101&vid=23&format=EB&rid=1

PEGLER, Martin M., 2012. Visual Merchandisingand Display. Sixth edition. New York: Fairchild Books. ISBN 978-1-60901-084-3.

SAMMER, Petra, 2014. Storytelling: Die Zukunft von PR und Marketing. O’Reilly. ISBN 978-3-95561-818-6.

VYSEKALOVÁ, Jitka a a kol., 2012. Psychologie reklamy. 4., rozš. a aktualiz. vyd. Praha: Grada Publishing. ISBN 978-80-247-4005-8.

VYSEKALOVÁ, Jitka, 2004. Psychologie spotřebitele: jak zákazníci nakupují. Praha: Grada Publishing. ISBN 80-247-0393-9.

WEDEL, Michel a Rik PIETERS, 2008. Visual Marketing: From Attention to Action. New York: Taylor & Francis Group. ISBN 978-0-8058-6292-8.

WILKIE, William L., 1994. Consumer Behavior. 3rd edition. New York: Wiley. ISBN 978- 0471545170.

ZAMAZALOVÁ, Marcela, 2009. Marketing obchodní firmy. Praha: Grada Publishing. ISBN 978-80-247-2049-4.

Elektronické zdroje

A BRIEF HISTORY OF VANS: “OFF THE WALL” SINCE ‘66, Vans [online]. 2020a [cit. 2020-04-24]. Dostupné z:

ARGO, Jennifer J. a Darren W. DAHL. Standards of Beauty: The Impact of Mannequins in the Retail Context. Journal of Consumer Research [online]. 2018, 44(5), 974-990 [cit. 2020- 03-17]. DOI: 10.1093/jcr/ucx072. ISSN 1537-5277. Dostupné z:

BELLIZZI, Joseph A. a Robert E. HITE, 1992. Environmental color, consumer feelings, and purchase likelihood. Psychology and Marketing [online]. 9(5), 347-363 [cit. 2020-04-21]. DOI: 10.1002/mar.4220090502. ISSN 07426046. Dostupné z:

BHATTI, Khurram L. a Seemab LATIF, 2014. The Impact of Visual Merchandising on Consumer Impulse Buying Behavior. Eurasian Journal of Business and Management [online]. 2(1), 24-35 [cit. 2020-04-20]. Dostupné z:

BUTTLE, F., 1984a. Merchandising. European Journal of Marketing [online]. 18(6/7), 104- 123 [cit. 2020-03-23]. DOI: 10.1108/EUM0000000004795. ISSN 0309-0566. Dostupné z:

BUTTLE, Francis, 1984b. Retail Space Allocation.International Journal of Physical Distribution & Materials [online]. 14(4), 3-23 [cit. 2020-03-29]. DOI: 10.1108/eb014588. ISSN 0269-8218. Dostupné z:

DAHL, Darren W., Jennifer J. ARGO a Andrea C. MORALES, 2012. Social Information in the Retail Environment: The Importance of Consumption Alignment, Referent Identity, and Self-Esteem. Journal of Consumer Research [online]. 38(5), 860-871 [cit. 2020-03-25]. DOI: 10.1086/660918. Dostupné z:

DAS, Subrata, Anusha RAJALINGAM a Deepthi ASWINI, 2017. Impact of Visual Merchandising on Impulse Buying Behaviour of the Consumer.Konsumpcja i Rozwój [online]. 20(3), 83-102 [cit. 2020-03-29]. ISSN 2083-6929. Dostupné z: 88dc-5ad21b6a2207%40sessionmgr4006

EBSTER, Claus, Udo WAGNER a Cora AUZINGER, 2007. The Effect of Displaying Products in Their Usage Context – A Field Experimental Investigation. Journal of Global Academy of Marketing Science [online]. 17(2), 99-110 [cit. 2020-03-20]. DOI: 10.1080/12297119.2007.9707238. ISSN 1229-7119. Dostupné z:ů97119.2007.9707238

GROPPEL, Andrea, 1993. Store Design and Experience-Orientated Consumers in Retailing: a Comparison Between the United States and Germany. European Advances in Consumer Research [online]. 99-109 [cit. 2020-03-20]. Dostupné z:

GUDONAVIČIENĖ, Rasa a Sonata ALIJOŠIENĖ, 2015. Visual Merchandising Impact on Impulse Buying Behaviour. Procedia - Social and Behavioral Sciences [online]. 213, 635-640 [cit. 2020-03-20]. DOI: 10.1016/j.sbspro.2015.11.464. ISSN 1877-0428. Dostupné z:

Historie firmy: Manufaktura, 2020b. Manufaktura [online]. [cit. 2020-04-13]. Dostupné z:

HUNJET, Anica a Silvija VUK, 2017. THE PSYCHOLOGICAL IMPACT OF COLORS IN MARKETING. International Journal Vallis Aurea [online]. 3(2), 42-54 [cit. 2020-03-20]. ISSN 2412-5210. Dostupné z:

KARANA, Elvin, Paul HEKKERT a Prabhu KANDACHAR, 2009. Meanings of materials through sensorial properties and manufacturing processes. Materials and Design[online].30(7), 2778-2784 [cit. 2020-03-20]. DOI: 10.1016/j.matdes.2008.09.028. ISSN 0261-3069. Dostupné z: https://www-sciencedirect-

LANGE, Fredrik, Sara ROSENGREN a Angelica BLOM, 2016. Store-window creativity's impact on shopper behavior. Journal of Business Research [online]. 69(3), 1014-1021 [cit. 2020-03-20]. DOI: 10.1016/j.jbusres.2015.08.013. ISSN 01482963. Dostupné z: https://www-

LAW, Derry, Christina WONG a Joanne YIP, 2012. How does visual merchandising affect consumer affective response? European Journal of Marketing [online]. 46(1/2), 112-133 [cit. 2020-03-20]. DOI: 10.1108/03090561211189266. ISSN 0309-0566. Dostupné z:

LINDSTRÖM, Annika, Hanna BERG, Jens NORDFÄLT, Anne L. ROGGEVEEN a Dhruv GREWAL, 2016. Does the presence of a mannequin head change shopping behavior? Journal of Business Research [online]. 69(2), 517-524 [cit. 2020-03-27]. DOI: 10.1016/j.jbusres.2015.04.011. ISSN 01482963. Dostupné z: https://www-sciencedirect-

LJUNGBERG, Lennart Y. a Kevin L. EDWARDS, 2003. Design, materials selection and marketing of successful products. Materials and Design [online]. 24(7), 519-529 [cit. 2020- 03-26]. DOI: 10.1016/S0261-3069(03)00094-3. ISSN 0261-3069. Dostupné z: https://www-

MUCUNDORFEANU, Meda, 2018. The Key Role of Storytelling in the Branding Process.Journal of Media Research - Revista de Studii Media / Journal of Media Research [online]. 11(1 (30), 42-54 [cit. 2020-03-19]. DOI: 10.24193/jmr.30.3. ISSN 1844- 8887. Dostupné z: 956d-8f45e8e2f30e%40sessionmgr101

O nás: Manufaktura, 2020a. Manufaktura [online]. [cit. 2020-04-13]. Dostupné z:

OPRIŞ, M. a G. BRĂTUCU, 2013. VISUAL MERCHANDISING WINDOW DISPLAY.Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences [online]. 6(2), 51-56 [cit. 2020-04-02]. ISSN 2065-2194. Dostupné z: 956d-8f45e8e2f30e%40sessionmgr101

POPAI, 2013. Průvodce oborem marketing at-retail 2013 [online]. In: Hradec Králové [cit. 2020-03-12]. Dostupné z:

SCHWARTZ, Barry, 2004. The Tyranny of Choice. Scientific American [online]. [cit. 2020- 03-28]. Dostupné z:

Shopper, překlad z anglického do českého jazyka, Lingea [online]. [cit. 2020-05-01]. Dostupné z:

Store locator, Vans [online]. 2020b [cit. 2020-04-24]. Dostupné z:

TARULATHA, Balvant, Namrata SHROFF a M B CHAUDHARY, 2016. VIBGYOR indexing technique for image mining. 2016 International Conference on Data Mining and Advanced Computing (SAPIENCE), Data Mining and Advanced Computing (SAPIENCE), International Conference on [online]. 191-193 [cit. 2020-04-27]. DOI: 10.1109/SAPIENCE.2016.7684150. ISBN 9781467385947. Dostupné z:

UPADHYAY, Aditya, Sangeeta JAUHARI a Vijay SINGH, 2017. Visual Merchandising: An Integrative Review. Indian Journal of Applied Research [online]. 7(4), 356-359 [cit. 2020-03- 22]. Dostupné z:

Vans®, VFC [online]. 2020 [cit. 2020-04-24]. Dostupné z:

WIDYASTUTI, Pristiana, 2018. Does visual merchandising, store atmosphere and private label product influence impulse buying? Evidence in Jakarta. Journal of Business and Retail Management Research [online]. London, 12(3), 140-148 [cit. 2020-04-25]. ISSN 17518202. Dostupné z: https://search-proquest-
Preliminary scope of work
Práce se věnuje vizuálnímu merchandisingu, který je jedním z nástrojů marketingové komunikace v místě prodeje. Teoretická část má v prvé řadě za cíl tento pojem zařadit právě do kontextu marketingové komunikace v místě prodeje a následně ho definovat. Dále popisuje historii vizuálního merchandisingu a jeho cíle, základní principy a aspekty. Práce se zabývá také jednotlivými nástroji, kterými jsou aranžování zboží, figuríny, osvětlení, nápisy a navigace, výlohy, práce s materiály i využití barevnosti, kdy mapuje jejich dělení, užití v praxi a zároveň popisuje mechanismy v rozmístění zboží v prodejně. V praktické části dochází kanalýze vizuálního merchandisingu u dvou vybraných prodejen, kterými jsou Vans a Manufaktura. Autor tyto prodejny analyzuje, popisuje a porovnává s koncepty, které jsou popsány v teoretické kapitole. Součástí praktické části jsou také strukturované rozhovory se zástupci značek vybraných prodejen, které sloužily kzískání doplňujících informací k vizuálnímu merchandisingu analyzovaných maloobchodních jednotek. Hlavním cílem této práce je představit vizuální merchandising jako nástroj marketingové komunikace v místě prodeje, popsat jeho teoretické základy i prozkoumat jeho vliv na nákupní chování. Cílem je také zjistit, do jaké míry jsou teoretické koncepty dodržovány v praxi a jak značky s tímto oborem v prodejnách pracují.
Preliminary scope of work in English
The thesis covers the topic of visual merchandising, which is one of the in-store marketing communication tools. The aim of the theoretical part is to put this concept in the context of this type of marketing communication and to define it. The history of visual merchandising and its objectives, principles and aspects are described as well. The thesis shows the individual tools of visual merchandising, which are goods arranging, mannequins, lighting, signs and navigation, windows, working with materials and the use of colour, where the typology and use in practice are showed. Also, the distribution mechanism of goods in a store are described by the author. In the practical part an analysis of visual merchandising at two selected stores, Vans and Manufaktura, was made. The author describes it and compares with the concepts that are illustrated in the theoretical chapter. The practical part also includes structured interviews with representatives of the brands of both the analysed stores, where additional information on the visual merchandising of the entire stores were obtained. The main goal of this thesis is to introduce visual merchandising as a tool of in-store marketing communication, to describe its theoretical roots and to explore its influence on customers’
behaviour. An additional aim is to find out how the theoretical concepts are followed in practice and how brands work with this field in stores.
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