Influence of in-store marketing and customers' behaviour in outdoor shops

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F20%3APU135722" target="_blank" >RIV/00216305:26510/20:PU135722 - isvavai.cz</a>
Result on the web
<a href="https://fmk.sk/download/MI2019_AJ_final-1.pdf" target="_blank" >https://fmk.sk/download/MI2019_AJ_final-1.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Influence of in-store marketing and customers' behaviour in outdoor shops
Original language description
The segment of outdoor clothes had become more popular in the last decade worldwide. A lot of producers have accepted the requirements of customers about the specification of the clothes. The outdoor clothes change places, where people wear them. The extreme nature environment has changed into regular wearing in a city environment. Therefore, wearing outdoor clothes are considering as kind of fashion life-style, which is important to communicate. Marketing communication has become one of a crucial part of the present. Companies must focus on these tools, which they consider as the most effective. Nevertheless, they, of course, must use a lot of traditional tools, which are required by Czech customers. The main aim of the paper is to define, which elements of marketing communication are the most used by sellers and producers in the Czech Republic in the field of outdoor clothes; and what kind of customer is in the segment of outdoor clothes in the Czech Republic. The empirical evidence is based on qualitative data, obtained by systematic observation. The observation was applied in stores of fourteen companies and 310 final customers of outdoor clothes. All gained data were put under qualitative evaluation.
Czech name
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Czech description
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Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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