The overall goal of this thesis is to draw relevant conclusions about the nature, impact and characteristics of sales promotions within the category of ready-to-eat cereals, based on thorough analysis of their effects. It is studied, whether sales promotions are beneficial or not for the long-term sales and how the shopper behaviour is influenced by the sales promotion activities. The effects of sales promotion on the overall consumption in the category are analyzed and other factors influencing the consumption are observed.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:85281 |
| Date | January 2010 |
| Creators | Müllerová, Lucie |
| Contributors | Karlíček, Miroslav, Stříteský, Václav |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
Page generated in 0.0016 seconds