Chování spotřebitele ve venkovském maloobchodě na Prachaticku

This bachelor’s thesis focuses on rural retail and consumer behaviour in the area surrounding the town of Prachatice, specifically in the villages of Nebahovy, Vitějovice, and Hracholusky. The theoretical section defines the key concepts related to retail, rural areas, and consumer behaviour. It also highlights the specific characteristics of the rural environment, including the social role of local stores and the challenges associated with their operation, such as strong competition from larger retail chains and high operating costs. The practical section is based on a combination of quantitative and qualitative research. A questionnaire survey was conducted among consumers, along with semi-structured interviews with store representatives and municipal mayors. The results are analysed to identify consumer behaviour and assess the state of retail in the examined municipalities. They also serve as a basis for formulating recommendations for the stores aimed at improving their competitiveness and sustainability. The results show that a significant portion of consumers shop primarily outside their place of residence, mainly due to commuting to work or school and a wider range of products. Local stores thus tend to serve a supplementary function but remain important for providing basic goods and for social interaction among residents.