Pag׀ 128 ISSN: 2247-6172ISSN-L: 2247-6172<strong>Review</strong> <strong>of</strong> <strong>Applied</strong> <strong>Socio</strong>- <strong>Economic</strong> Research(Issue 2/ <strong>2011</strong>)URL: http://www.reaser.eue-mail: editors@reaser.eu[3] Bieber, R., Epiney, A., Haag, M., Die Europäische Union, Europarecht und Politik, Nomos Verlag, Baden-Baden, <strong>2011</strong>;[4] European Commission, Communication from the Commission – EUROPE 2020 – A strategy for smart, sustainable andinclusive growth, COM(2010) 2020, Brussels, 3.3.2010, http://ec.europa.eu/europe2020/documents/related-documenttype/index_en.htm,last retrieved 15.10.<strong>2011</strong>;[5] Müller-Graff, Peter-Christian, Scheuing, Dieter (eds.), Gemeinschaftsgerichtsbarkeit und Rechtsstaatlichkeit, Europarecht(EuR), Beiheft 3/2008[6] Sack, J., Die EU als Demokratie – Plädoyer für eine europäische Streitkultur, Zeitschrift für Europarechtliche Studien, 2007,Vol. 3, p. 457;[7] Schoo, J., Das neue institutionelle Gefüge der EU, Europarecht (EuR) Beiheft no. 1/2009, p. 31;[8] Schwarze, J., Der Reformvertrag von Lissabon – Wesentliche Elemente des Reformvertrages, Europarecht (EuR) Beiheft no.1/2009, p. 9;
Pag׀ 129 ISSN: 2247-6172ISSN-L: 2247-6172<strong>Review</strong> <strong>of</strong> <strong>Applied</strong> <strong>Socio</strong>- <strong>Economic</strong> Research(Issue 2/ <strong>2011</strong>)URL: http://www.reaser.eue-mail: editors@reaser.euResearch on opinions and attitudes <strong>of</strong> bookseller and increasing retail sales in the sales<strong>of</strong> books, through staff trainingHristina Mihaleva 1 1 PhD, Pr<strong>of</strong>. Dr. Assen Zlatarov UniversityAbstract. During the economic crisis, retail sales in the book sales dropped sharply. Businesses are not manyoptions. Costs must be reduced quickly, due to reduced turnover. Very <strong>of</strong>ten this means the release <strong>of</strong> personnel andcost reduction benefits and salary. This analysis aims to explore attitudes, pr<strong>of</strong>essional competence and motivation<strong>of</strong> staff and to provide evidence <strong>of</strong> the need to further their educationKeywords: increasing retail sales, sales <strong>of</strong> books, staff trainingJEL Codes: M 311. IntroductionAn enquiry has been performed within the period, as from 01.02. up to 30.03.<strong>2011</strong>, addressed to HavelCompany staff. It is an organization which mainly deals with bookselling, disposing <strong>of</strong> bookshops in almost all <strong>of</strong>the large cities in Bulgaria. The real denomination <strong>of</strong> the above mentioned Company has been substituted byother one, due its Governing Body unwillingness to communicate some concrete facts concerning the function andthe activity <strong>of</strong> this economic organization. The number <strong>of</strong> the enquired people have run up to 43, from 12commercial retail units in Bulgaria. Some <strong>of</strong> the bookshops are located in the same town or city, - generally, in thelarge residential areas, - while in the smaller towns or localities there is a single commercial unit only to function.The enquiry has been conducted during the meetings held with Company staff, through filling in <strong>of</strong> aquestionnaire. This questionnaire consists <strong>of</strong> 9 questions structured into 3 (three) main blocks: Block A –Demographic; Block B – Self-assessment <strong>of</strong> pr<strong>of</strong>essional competencies; Block C – Factors <strong>of</strong> motivation.This study has been assigned by the Governing Body <strong>of</strong> Havel Company. Its performing has been inspired bythe aspiration on the part <strong>of</strong> the Manager Team to go on in search <strong>of</strong> additional potential in the person <strong>of</strong> theCompany staff, through a pr<strong>of</strong>iled training, with the objective to increase the volume <strong>of</strong> the bookselling.This study has been provoked by the necessity <strong>of</strong> looking for proves in pros or cons the affirmation saying thatbooksellers miss such a pr<strong>of</strong>essional preparation which could enable them to fulfill successfully, at a maximum,their obligations, <strong>of</strong> finding and examining the factors <strong>of</strong> a determining role for the achievement <strong>of</strong> a significantlyimproved quality <strong>of</strong> supply and sale <strong>of</strong> the product. Subsequently, it is provided, on the basis <strong>of</strong> the presentedresults, the application <strong>of</strong> specific methods for booksellers` training in selling books and other affined products (asmusical disks, entertaining games, geographic maps, electronic dictionaries and encyclopedias are, as well as othersimilar ones, generally <strong>of</strong>fered by the bookshops), in case the results arising from that enquiry evidence a need <strong>of</strong>a further pr<strong>of</strong>iled training. Along with what afore said, taking into consideration those trends which could beoutlined in staff inclination and motivation, some eventual improvements would be proposed in the organization,to begin with an extra stimulation to be <strong>of</strong>fered to the booksellers, thus making possible an increase <strong>of</strong> salesintensity and volume.+Corresponding author. Tel.: (+35956858144)E-mail address: (ch.michaleva@abv.bg).
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