Cenová elasticita poptávky jako nástroj pro plánování úspěšných akčních slev
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Date
2013-12
Authors
Kučerová, Vladimíra
Zeman, Jaroslav
ORCID
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Referee
Mark
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Publisher
Vysoké učení technické v Brně, Fakulta podnikatelská
Abstract
Purpose of the article: 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. More than 40 presents of the whole purchases in the Czech
Republic are purchased in promotional discounts.
Methodology/methods: 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 second and most important
data source are the real date on sales, purchase and sales prices and their changes before during and after
the discount action, that comes from the company materials of one Czech retail chain. The price elasticity of
demand was calculated as arc price elasticity. As the main criteria for evaluation of discount efficiency were
selected changes in sales volumes as a result of promotional discounts, that are shown in the price elasticity of
demand and changes in gross margin.
Scientific aim: The study is aimed at Czech food retail. The objective of this paper is a proposal of the rules for
promotional discounts planning, which are based on the knowledge of price elasticity of demand.
Findings: Among the products whose value of the price elasticity of demand is the smallest, are included
the products such bread, salami, sausages and mineral water, which can be considered as normal part of
consumers’ diet.
Conclusions: 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.
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Citation
Trendy ekonomiky a managementu. 2013, VII, č. 17, s. 101-112. ISSN 1802-8527.
http://www.fbm.vutbr.cz/cs/fakulta/vedecky-casopis/specialni-cislo-17-rocnik-vii
http://www.fbm.vutbr.cz/cs/fakulta/vedecky-casopis/specialni-cislo-17-rocnik-vii
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Peer-reviewed
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cs
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© Vysoké učení technické v Brně, Fakulta podnikatelská