Analýza vnímání in-store komunikace společnosti Albert Česká republika, s.r.o. jejímí zákazníky a vliv na nákupní rozhodování

The thesis deals with in-store communication of the retail chain Albert Česká republika s.r.o. The aim of this thesis is to find out how customers of this company perceive its in-store communication and what influence it has on their purchasing decisions. Based on data obtained through analysis of the existing in-store communication, competitive analysis and questionnaire survey, certain areas in which in-store communication can be optimized were identified. In the final part of the thesis, specific recommendations are proposed to improve customer experience and in-store communication.