Vliv racionality, oblíbenosti produktu a vnímané ceny na efektivnost podpory prodeje

The aim of this thesis is to conduct experimental research and verify the influence of rational thinking, product liking and perceived price on the effectiveness of sales promotion. The thesis states following hypothesis: H: rational thinking, product liking and perceived price will affect the consumer's intention to buy the product during a given sales promotion. Furthermore, the aim of the thesis is to find out whether rational consumers react differently when facing with two types of sales promotion. The two main types of sales promotion that the thesis deals with are "buy one and get one for free" and "multi-unit price". The survey was conducted using a questionnaire in which 98 respondents participated. Several factors were measured in the questionnaire on a 7-point bipolar scale: product liking, purchase intention, price perception, and rational thinking, which was measured using the Rational-Experimental Inventory rational scale (Pacini and Epstein, 1999). The collected data was evaluated using multiple regression analysis. The results showed that of the mentioned factors, only product liking can influence the consumer's decision to buy the product during a given sales promotion. Furthermore, the results show that rational consumers respond similarly to both types of sales promotion. The contribution of this thesis is mainly in helping marketers decide what strategy they should adopt when choosing a type of sales promotion.