Consumer behaviour in rural retail COOP Hořovice

This bachelor's thesis addresses the issue of rural retail and closely examines the consumer behavior of residents in two rural municipalities in the Central Bohemian Region of the Czech Republic. The theoretical part defines key concepts related to rural areas and retail, emphasizing the importance of local shops for rural communities and describing the main challenges these shops have faced in recent years. Additionally, this section focuses on consumer behavior and its development in the Czech Republic. The practical part presents the research methodology and the research itself. The research is based on in-depth interviews with the mayors of the municipalities and managers of local COOP stores, complemented by a questionnaire survey conducted among the residents. The examined municipalities are Vráž u Berouna and Mezouň, with both local retail units operated under the COOP Hořovice cooperative. The collected data are analyzed and serve as a basis for formulating recommendations for both the municipalities and the store operators. The aim is to contribute to improving the functioning of local retail and increasing resident satisfaction with available shopping options. Moreover, the research results are compared with previous studies conducted in other parts of the Czech Republic. The final part of the thesis focuses on concrete proposals and measures that could enhance the sustainability of rural retail stores.