MYSTERY SHOPPING - A PROCESS OF UNDERSTANDING CONSUMERS, WHICH OPENS UP THE SPACE FOR CREATING CONTEMPORARY COMPETITIVE TRENDS
MYSTERY SHOPPING - A PROCESS OF UNDERSTANDING CONSUMERS, WHICH OPENS UP THE SPACE FOR CREATING CONTEMPORARY COMPETITIVE TRENDS

Summary/Abstract: Successful entrepreneurs follow the trends in their business areas. There are people who create trends and people who understand trends. The rest are people who neither create nor understand trends. It is interesting to note that businesses alone cannot create hot trends. They need to understand consumers and their needs in order to create a trend that will transform them into market leaders. The Mystery shopping process focuses precisely on tracking the consumer experience, enabling it to draw parallels between the secret shopper's feedback on the one hand, and the purpose of the sales service on the other. During the Mystery shopping process, business promotion tips can also be found, which are ascertained by the consumer, i.e. the consumer experience. In this way, each company will discover the current divergences between expectations and achievements, thereby opening up space for the application of contemporary competitive trends. The purpose of this paper is to demonstrate the need for this type of research to our state-owned companies in order to advance sales, follow up and create trends.

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