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Methodology for planning a successful store flyer campaign based on a case study from a Czech retail market

100%

Kučerová V., Zeman J.

Oeconomia Copernicana

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2018

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vol. 9

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issue 4

755-779

EN

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.

2

VAT and its influence on buying behaviour in the Czech Republic

100%

Kučerová V.

Oeconomia Copernicana

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2017

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vol. 8

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issue 3

353-366

EN

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.

3

Assorted Methods of Making of Pricing Decisions in an Enterprise

86%

Wnorowski H.

Studies in Logic, Grammar and Rhetoric

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2014

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vol. 37

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issue 1

253-261

EN

Decisions concerning price development are best visible in view of their direct impact on the market activities of the company and the general level of profitability. In every activity, the success is measured by an excess of sales revenue over the costs of used resources. In an ideal case, a determined price provides the highest margin resulting from an analysis of the sales volume, takes into consideration the customer's evaluation of the product/service, and allows to react to competitive threats and to fend off the competition's attacks. There is no single universal way to develop prices for various enterprise types, regardless of the conditions of demand, the specific character of the sector they operate in, or the competitive situation, even if we assume that the enterprise has only one goal of activity. That's why, Author recommends three price determination methods. The ways of price determination presented in this article are just the first step on the way to reach the optimal prices. The prices determined in such way, as well as product or service prices already functioning in the market, are subject to modification depending on the assumed goals, taking into consideration the character of demand for a given commodity and the behaviour of the competition.

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Typical Household Elasticity of Demand for Pharmaceuticals Across European States

72%

Żółtaszek A.

Acta Universitatis Lodziensis. Folia Oeconomica

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2022

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vol. 1

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issue 358

32-58

PL

Według Światowej Organizacji Zdrowia (WHO) prawie miliard ludzi na całym świecie jest zagrożonych popadnięciem w ubóstwo z powodu wydatków na zdrowie, a farmaceutyki są integralną częścią rosnącego problemu. Niniejsze badanie ma na celu ocenę elastyczności cenowej i dochodowej popytu na leki w państwach europejskich w latach 2009–2019. Przedmiotem analizy jest typowe gospodarstwo domowe w każdym kraju. Analiza koncentruje się na ocenie problemu w świetle wzrostu gospodarczego. W związku z tym wyniki są porównywane według grup rozwoju krajów, aby wskazać wszelkie podobieństwa i różnice wewnątrz klastrów i między nimi. Wyniki wskazują, że gospodarstwa domowe w regionach biedniejszych są bardziej wrażliwe na bodźce ekonomiczne niż w krajach zamożnych. Zarówno elastyczność dochodowa, jak i cenowa wskazują na niezaspokojone zapotrzebowanie na leki z powodu niewystarczających zasobów finansowych. Co więcej, reakcja gospodarstw domowych na zmiany dochodów i cen różni się w zależności od czasu, kraju i klastrów.

EN

According to the World Health Organisation (WHO), almost a billion people worldwide are at risk of falling into poverty due to out‑of‑pocket health spending, and pharmaceuticals are an integral part of this growing problem. The presented study aims to assess the price and income elasticity of demand for pharmaceuticals across European states over the period 2009–2019. The subject of the analysis is a typical household in each state. The analysis focuses on evaluating interactions in the light of economic growth, thus the results are cross‑referenced with the countries’ development groups to pinpoint any similarities and contrasts within and between clusters. The results indicate that households in underprivileged regions have a higher responsiveness to economic stimuli than in prosperous states. Both the income and price elasticities indicate the existence of unmet need for pharmaceuticals due to insufficient financial resources. Moreover, households’ responsiveness to income and price changes varies across time, states and affluence development groups.

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2 Oeconomia Copernicana

1 Acta Universitatis Lodziensis. Folia Oeconomica

1 Studies in Logic, Grammar and Rhetoric

2 Kučerová V.

1 Wnorowski H.

1 Zeman J.

1 Żółtaszek A.

1 2022

1 2018

1 2017

1 2014

Methodology for planning a successful store flyer campaign based on a case study from a Czech retail market

VAT and its influence on buying behaviour in the Czech Republic

Assorted Methods of Making of Pricing Decisions in an Enterprise

Typical Household Elasticity of Demand for Pharmaceuticals Across European States