Vliv instore komunikace značek na nákupní chování spotřebitele

This bachelor thesis focuses on the influence of marketing instore communication on consumer buying behaviour. The thesis aims to find out to what extent the communication within the secondary placement influences the consumer's decision-making process. It is focused primarily on the consumers of company Albert s.r.o. The chosen topic was dealt with observation, questionnaire survey and analysis. The data were processed primarily by using Microsoft Forms and Microsoft Excel. They were earned with online questioning and personal verbal questioning at a particular store for questioning. In this thesis, it is possible to find specific instore communication examples pointed out from previous months. The research has been conducted to find out how a particular in-store component affects consumer buying behaviour. The biggest benefit of this work was to confirm assumptions about the effect of secondary placements within the sales unit. The main result is that secondary placement without an action selling price is not the right solution. The conclusion of this work allows applying new knowledge to real cases from the work environment and optimising the financing of marketing tools, especially, focusing on communication primarily within the standard shelf position.