Customer Influence on the Trading Range of Goods in Retailing

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F14%3A43887300" target="_blank" >RIV/60076658:12510/14:43887300 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Customer Influence on the Trading Range of Goods in Retailing
Original language description
It is obvious that customers influence the range of goods in any retail store. For the purposes of this paper, pre-sales and after-sales interviews are crucial because it is possible to gain much information during these interviews when customers expresstheir requirements. This fact emerged from the qualitative empirical research undertaken in chosen companies. The aim of this paper is to explain and put this phenomenon into a theoretical context. To meet this aim, an inductive approach was used. It was found out that pre-sales interviews can help to identify trends and on this basis it can be recommended to update the retailer's offer. After-sales interviews (mainly warranty claims that are a helpful contribution to the good running of a business) are useful for the modification of the retailer's trading range of goods, although they usually lead to smaller changes. However, in both cases it can be considered as an innovation in the trading range of goods.
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
The Proceedings of the International Scientific Conference for PhD. Students and Young Scientists
ISBN
978-80-225-3993-7
ISSN
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e-ISSN
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Number of pages
7
Pages from-to
175-181
Publisher name
EKONÓM
Place of publication
Virt
Event location
Virt
Event date
Dec 4, 2014
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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