Zastosowanie modelu Markowa w sferze dystrybucji
Application of Markov Model in the Sphere of Distribution

Summary/Abstract: The article analyses the impact of the changes of the concept of customerbehavior marketing Café, on the basis of a specific group of stochastic processes withtime. The study involved a group of regular customers, which is why it has been possibleto adopt the assumption that the probability of finding yourself in the future ina particular State depends only on the State in which it is at present. To describemathematical uses homogeneous, discrete Markov process, using the special modelcalculated the probability of buying a particular type of beverage (coffee), providedthat during a recent visit, he was elected the specified product. The study was conductedin three situations. standard prices and the lack of additional promotion,when a reduced price and using the promotion in the form of free cookies attachedto each coffee purchased. The objective was to examine whether additional marketingtreatments impact on changing customer preferences and increase a sense ofidentification with the purchased product (coffee), which was the target of an advertisingcampaign. Then the test revised group of new clients responsive to carried out.As a result, this will allow for a full assessment of the proposed marketing concepts aswell as to allow effective planning processes

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