| Abstract |
The consumer shopping behaviour represents the dynamic and the constantly evolving system. The market is still more heterogeneous and consumers, influenced by the external and internal factors, alter more quickly than ever before. The market segmentation to smaller consumer entities appears as a necessity, as the trend of the marketing proceeds to the mass and individual customizing. Taken into account, these match the marketing and communication strategies more precisely. The topic of this contribution is focused on applying usage of probability method in the process of selecting the point of purchase as a starting point of putting into effect targeted communication of retail shops with a customer in their radius of action. Subsequently, maximization of communication strategy effect is based on appropriate communication with target market within limited area determined by buying stream, which affects target customers, influences their shopping decisions and influences the volume of realized purchases in the given retail shop. The contribution is composed on two mutually interconnected levels. On the first level, it deals with analysis of a mutual relationship among selected macroeconomic indicators in the Slovak Republic and it points out their direct influence on development of retail takings as a basic economic premise of retail shop functioning. On the second level the contribution deals with the specific application of probability method in the field of optimization of retail shops placement in context with maximization of their radius of action. The basis of application of the above-mentioned methods is usage of outcomes of a realized research and statistical data. |
