Price and Discounts as Dominant Factors of a Marketing Mix Acting on the Purchasing Decision of a Slovak Consumer
Price and Discounts as Dominant Factors of a Marketing Mix Acting on the Purchasing Decision of a Slovak Consumer

Summary/Abstract: The price has an irreplaceable role not only in the domestic but also in the European market. Price is an important factor affecting the success of every business. The reduced price of the products and services must be chosen in a way that suits the seller as well as the buyer. The seller's goal is to cover the costs, create sufficient profits and, of course, serve as a means of competitiveness. Price is the most influential factor that can change the purchasing decisions of every consumer regardless of age and gender. It should be designed so that the buyer is willing to buy the product. Pricing is therefore very important for consumer perceptions. The aim of the research is the theoretical processing of the studied issue in the field of pricing policy, as well as the analysis of price impact, discounts and other selected factors affecting the purchasing behaviour of a Slovak consumer in retail shops. The survey sample consisted of consumers living in the region of Eastern Slovakia. The results of our research show that there is a statistically significant dependence between the group of consumers surveyed and the intensity of their buying. We cannot confirm the second examined hypothesis. It shows that there is no statistically significant dependence between the age of the respondents and the selected key factors affecting the choice of goods and services in the purchasing process of the consumers. The results of our research can be beneficial to several target groups, for both managers and regional managers of retail chains; not only in the Prešov region but also throughout Slovakia. They can serve as a source of information and as a basis for deciding and setting discounts and other selected factors influencing consumer decision-making and the academics in the form of backgrounds and ideas for further scientific research.

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