Title: Holandský test cenové citlivosti: případová studie
Other Titles: Price sensitivity meter: case study
Authors: Kolingerová, Tereza
Citation: Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2017, č. 4, s. 27-33.
Issue Date: 2017
Publisher: Západočeská univerzita v Plzni
Document type: článek
URI: http://hdl.handle.net/11025/29777
ISSN: 1805-0603
Keywords: marketingový výzkum;cenová citlivost;Plzeň;případová studie
Keywords in different language: marketing research;price sensitivity;Pilsen;case study
Abstract in different language: The paper is focused on research of price sensitivity with the use of Van Westendorp Price Sensivitity test. Researched product is coffee latte flavored with marshmallow cafe networks like CrossCafe and the target group are college students in Pilsen. The aim of this paper is to apply theoretical background of market research issues with the focus on price research and to conduct own research with Van Westendorp Price Sensivitity test. Results of the research are presented in a graph that is typical for this test including the designation of all important points. In conclusion of this work,there is a information, where are the results of research compared with additional price survey in similar companies in Pilsen.
Rights: © Západočeská univerzita v Plzni
Appears in Collections:Číslo 4 (2017)
Číslo 4 (2017)

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