Pirkimų skatinimo aplinkos formavimas prekybos tinkluose

This master’s thesis presents an analysis of marketing and its complex elements supporting role in trading companies. Analyzed are the reasons that caused an increase in expenses assigned for sales promotion by small-scale trading companies. The following component parts of a sales stimulating environment are distinguished in trading networks: layout of trading premises and allocation of goods, creation of a trading place’s setting and external environment, as well as their influence while aiming at the sales increase and motivation of buyers’ loyalty to the trading place. After the elements creating the trading place’s environment as well as their influence on the sales increase in small – scale trading companies are analyzed, a model of purchase stimulating environment is formed and further adapted to a trading network store.