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    Tytuł:
    VAT and its influence on buying behaviour in the Czech Republic
    Autorzy:
    Kučerová, Vladimira
    Powiązania:
    https://bibliotekanauki.pl/articles/18797205.pdf
    Data publikacji:
    2017
    Wydawca:
    Instytut Badań Gospodarczych
    Tematy:
    Value Added Tax
    price elasticity of demand
    buying behaviour
    food retail
    case study
    Opis:
    Research background: Value added tax (VAT) is nowadays the most widely used indirect tax system in developed countries. Value added tax, is an instrument of fiscal policy and also a very important source of income for the state budget. It is one of the universal indirect taxes, which has a significant influence on the price level in the country. The European Union's system of value added tax on goods and services is primarily governed by "the 6th VAT Directive" set by the European Commission. Purpose of the article: The paper deals with the question of how changes in the rates of value added tax influence the buying behaviours of customers. Buying behaviour could be expressed as decisions of customers about spending their own resources such as money, effort and time, on items related to their consumption in order to meet their needs. Methods: The area of the research is the Czech retail food market. Due to the nature of VAT, the influence of this tax on buying behaviour was quantified by price elasticity of demand and indirect tax elasticity of demand, respectively. The article is conceived as a case study, according to the principles of R.K. Yin. The evaluation of buying behaviour is based on real data, which deals with the volumes of sales and sales prices realized in a specific Czech retail chain, which associates more than 200 shops. Findings & Value added: The goal of the study is not only to propose the way to identify buyers' response to the changes in the VAT rate, but also to bring the knowledge about customers? response to the realized changes, and finally to propose how to use this knowledge in a development of pricing strategy in case of further changes in the VAT rate.
    Źródło:
    Oeconomia Copernicana; 2017, 8, 3; 353-366
    2083-1277
    Pojawia się w:
    Oeconomia Copernicana
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Methodology for planning a successful store flyer campaign based on a case study from a Czech retail market
    Autorzy:
    Kučerová, Vladimíra
    Zeman, Jaroslav
    Powiązania:
    https://bibliotekanauki.pl/articles/19086079.pdf
    Data publikacji:
    2018
    Wydawca:
    Instytut Badań Gospodarczych
    Tematy:
    store flyer
    price elasticity of demand
    grocery
    retail
    flyer campaign goals
    Opis:
    Research background: An essential part of marketing practice in contemporary food retail is the store flyer campaign, in which goods are offered at discounted prices. Even if it is not a new innovation in the field of sales promotion, its popularity does not decrease, and what's more, in many countries it is still one of the most successful forms of promotion and communication with customers. Purpose of the article: This article brings an answer to the question of how to plan a successful store flyer campaign. The goal is to design the process of planning such campaign based on the knowledge of price elasticity of demand. The rate of success is represented by the level of fulfillment of goals set by the merchant. Methods: The area of the research is the Czech retail food market . The knowledge of the price elasticity of demand is based on the analysis of real terms of prices, sales volumes and margins, and the typology of goals we want to achieve. The proposed method of planning determines the evaluation rules for products in terms of their suitability for inclusion in a store flyer. The calculated values of price elasticity of demand and their changes during the time phases of the campaign are used as a knowledge base for a planning of consumers' responses to the store flyer. The principle of planning is demonstrated in a case study. Findings & Value added:  The practical output of the proposed process is the answer to the question of which goods should be included in the store flayer to achieve the goals set for the campaign. This study gives the method of identifying the groups of products which are suitable for inclusion in the store flyer and recommends the rules for the planning of the campaign.
    Źródło:
    Oeconomia Copernicana; 2018, 9, 4; 755-779
    2083-1277
    Pojawia się w:
    Oeconomia Copernicana
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-2 z 2

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