Podnikání ve venkovském maloobchodě

This bachelor’s thesis addresses the issue of rural retailing, with a specific focus on municipalities with fewer than 1,000 inhabitants in the Kladno district. The aim of the thesis is to assess the current situation of selected rural stores and based on the findings, to formulate appropriate recommendations for improving their operation and long-term viability. The theoretical part defines key concepts related to retailing and outlines the specific characteristics of rural stores. Particular attention is given to their role in rural areas, as well as to the challenges these stores face. Furthermore, this section addresses consumer behaviour, including theories of shopping range and catchment areas. The empirical part is based on semi-structured interviews with municipal mayors and store managers, complemented by a questionnaire survey conducted among local residents. The municipalities analysed are Třebichovice and Žilina, where both retail outlets operate under the COOP Jednota Kladno cooperative. Finally, based on the collected data, recommendations are formulated to support the sustainability and efficiency of rural retailing in the selected municipalities.