Cenová elasticita poptávky jako nástroj pro plánování úspesných akcních slev/Price Elasticity of Demand as a Tool for Planning of Successful Promotional Discounts

The article is based on the theory of price elasticity of demand. The theory brings the possibility of practical use in promotional discounts planning. Therefore the article is trying to utilize price elasticity of demand as a tool for planning of successful promotional discounts. Due to the shoppin...

Full description

Saved in:
Bibliographic Details
Published in:Trendy ekonomiky a managementu 2013-10, Vol.7 (17), p.101
Main Authors: Kucerová, Vladimíra, Zeman, Jaroslav
Format: Article
Language:cze
Subjects:
Consumer behavior
Discounts
Elasticity of demand
Price elasticity
Studies
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The article is based on the theory of price elasticity of demand. The theory brings the possibility of practical use in promotional discounts planning. Therefore the article is trying to utilize price elasticity of demand as a tool for planning of successful promotional discounts. Due to the shopping behavior of Czech customers, the topic is very current. The general procedure of the price elasticity analysis is based on secondary data which come from scientific works done by other researchers in the area. The price elasticity of demand was calculated as arc price elasticity. The study is aimed at Czech food retail. The most important rules for the choice of products in promotional discount can be characterized as high level of price elasticity, wide variety of products without close substitutes and new products for which will be subsequently analyzed price elasticity of demand.
ISSN:1802-8527
2336-6508