03896ntm a22004937i 4500 000681601 CZ-PrVSE 20210206111302.0 m d cr n|||||||||| 210206s2020 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Ponomarenko, Andrii ISIS:119977 dis Price Promotion Elasticity and Profitability : Case Study of Hair Care and Coloration Market in the Czech Republic eng Price Promotion Elasticity and Profitability : Case Study of Hair Care and Coloration Market in the Czech Republic Andrii Ponomarenko 2020 ?? stran : digital, PDF soubor Vedoucí práce: Miroslav Karlíček Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2021 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2021 This thesis examines differences in price promotion elasticity and profitability and the drivers for these differences in the context of a multinational company operating in the hair care and coloration market in the Czech Republic. Two research objectives are pursued in the thesis: the first objective is to identify what brand and category characteristics drive price promotion elasticity and profitability; the second research goal is to evaluate the profitability of price promotions for a selected manufacturer. To achieve the objectives, 642 weekly observations were analyzed in the study of price promotion elasticity and 231 observations in the analysis of price promotion profitability. Analysis of variance (ANOVA) was performed to identify the effects of the independent variables on promotion elasticity and profitability. The thesis identified that brands with higher levels of market share, brand equity, manufacturer’s media advertising, in-store promotional support, and event association experience higher price promotion elasticity. Conversely, a number of brands in the product category is negatively associated with price promotion elasticity. With regards to the profitability, high-share brands appeared to enjoy more profitable price promotions whereas the promotion profitability of the premium-priced brands is not significantly different from those of low-equity. In addition, high levels of media advertising and in-store promotional support are negatively associated with price promotion profitability. Finally, a higher number of brands in the product category and the event association has a negative effect on the promotion profitability. The thesis concludes by indicating the ways for the manufacturer to improve the effectiveness of price promotions and suggesting the limitations and direction for further research. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Promotion elasticity Promotion profitbility Price promotion Karlíček, Miroslav, 1979- vse2010558291 ths Furman, Marko opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/73969/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/73969 Hlavní práce https://insis.vse.cz/zp/73969/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/73969/posudek/oponent/68968 Oponentura https://insis.vse.cz/zp/73969/podrobnosti dc:identifier NEPOSILAT VSKP vse73969 210202 73969