Vliv in-store marketingu značky L’Oréal Paris na nákupní chování zákazníků

This thesis examines the impact of L’Oréal Paris in-store marketing on customer purchasing behavior. The aim is to identify which elements of display, visual communication and store environment most influence the decision-making process when purchasing colour cosmetics. The theoretical part defines terms related to trade marketing, category management, in-store marketing and the purchasing behavior. The empirical part uses a combination of quantitative (questionnaire survey) and qualitative research (in-depth interview with an expert, observation of customers at the point of sale, and store analysis). The thesis aims to provide a comprehensive understanding of how customers respond to various marketing stimuli at the point of purchase and provides a basis for optimizing brand display in stores.