Bez nadpisu

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Observation
Václav Bubenícek
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Structure of presentation
OBSERVATION

• Exploitation of observation
• Forms of observation
• Rules of observation
• Example of observation

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Structure of presentation
OBSERVATION

• Exploitation of observation
• Forms of observation
• Rules of observation
• Example of observation

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Exploitation of observation
OBSERVATION

• Behaviour of buyer
• Approach of sales person
• Complement of questionnaire

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Structure of presentation
OBSERVATION

• Exploitation of observation
• Forms of observation
• Rules of observation
• Example of observation

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Forms of observation
OBSERVATION

• Structured form - formal
• Who
• What
• How
• Where
• When
• Non-structured form - informal

Age, sex, influencing persons product kind,
price, purchase kind, volume select based on
price, brand, shopping list facility type, shelf
position, preferences peak day time
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Structure of presentation
OBSERVATION

• Exploitation of observation
• Forms of observation
• Rules of observation
• Example of observation

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Rules of observation
OBSERVATION

• It is observation, do not forget
• Do not disturb buyer
• Do not care for motivation

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Structure of presentation
OBSERVATION

• Exploitation of observation
• Forms of observation
• Rules of observation
• Example of observation

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Procedures
Example

• Product selection
• analysis of product offer
• development of observation plan
• process of observation
• analysis of results

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Procedures
Example

• product selection
• analysis of product offer
• development of observation plan
• process of observation
• analysis of results

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Analysis of product offer
Example

• localisation of product in supermarket
• organisation of department of product
• placing of product on shelf
• sales promotion of product

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Analysis of product offer
Example

• localisation of product in supermarket
• organisation of department of product
• placing of product on shelf
• sales promotion of product

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Analysis of product offer
Example

• localisation of product in supermarket
• organisation of department of product
• placing of product on shelf
• sales promotion of product

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Map of shelf
Example
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Analysis of product offer
Example

• localisation of product in supermarket
• organisation of department of product
• placing of product on shelf
• sales promotion of product

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Procedures
Example

• product selection
• Analysis of product offer
• development of observation plan
• process of observation
• analysis of results

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Plan of observation
Example
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Procedures
Example

• product selection
• Analysis of product offer
• development of observation plan
• process of observation
• analysis of results

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Procedures
Example

• product selection
• Analysis of product offer
• development of observation plan
• process of observation
• analysis of results

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Analysis of results
Example
Final table from observation
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Analysis of results
Example
Observation of brands
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Types of users
Example

• based on place of supermarket
• based on hour and date
• based on sex
• based on age
• based on preferences

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Kinds of consumers
Example

• based on place of supermarket
• based on hour and date
• based on sex
• based on age
• based on preferences

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Typologie spotrebitelu
Example

• based on place of supermarket
• based on hour and date
• based on sex
• based on age
• based on preferences

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Kinds of consumers
Example

• based on place of supermarket
• based on hour and date
• based on sex
• based on age
• based on preferences

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Influencing persons
Example
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Typologie spotrebitelu
Example

• based on place of supermarket
• based on hour and date
• based on sex
• based on age
• based on preferences

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Analysis of results
Example
Observation of brands
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Repetition
OBSERVATION

• Exploitation of observation
• Forms of observation
• Rules of observation
• Example of observation

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End
Václav Bubenícek
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