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The Daily Deal phenomenon and its position on the Czech and foreign markets
Kajabová, Marieta ; Zamykalová, Miroslava (advisor) ; Husták, Jan (referee)
We are at the beginning of the 21st century and thanks to new technologies the behavior of consumers is changing completely which goes hand in hand with a change of marketing strategies. Thanks to the internet and social networks we are starting to get a whole new perspective on a business model that basically works since 1887 and is that succesfull that we can call it a phenomenon: Daily Deal websites. The aim of my thesis is to provide a complex analysis of the progress of this phenomenon in both Czech and foreign market and to suggest possible critical analysis of the subject.
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Who and why is buying and selling on „deal-of-the-day servers”
Pazdera, Jakub ; Janíčko, Martin (advisor) ; Koubek, Ivo (referee)
This thesis deals with the performance of the currently very popular discount sites, called "slevomaty". Origin of these sites were inspired by American Groupon.com server. They are analyzed from the perspective of customers who are buyers and dealers whose products are offered at a discount. The practical part of this work is examined using quantitative methods (using correlation analysis), whether the purchasing decisions of customers on these servers are rather impulsive than based on rational thought. On the basis of the results author finds the consumer purchase decision on the discount sites well-founded. Qualitative analysis was performed by comparing the discount servers with FashionDays.cz server. It answers the question: "How are the discount sites presented from graphical and architectural point of view?" The result of this analysis is the finding of low usability of the discount servers as a "back door" through which traders would be able to offer its prestigious products to new customer segments.
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Discount trades
Hejl, Jiří ; Jandoš, Jaroslav (advisor) ; Kafka, Daniel (referee)
This work is focused on the collective discount trades on the internet. The main goal of this paper is to describe the concept of collective buying, campaign process on daily deals website and analyze the experience of consumers and merchants. The first chapter deals with the history and origins of collective buying on the internet and beyond. The second chapter deals with the concept of collective buying. It also describes marketing activities the daily deals websites and the role of aggregators. The third chapter describes the situation and market developments in the world and particularly in the Czech Republic. The fourth chapter is focused on different perspectives of the participants of discount shopping. The fifth chapter covers the legal and ethical aspect. The sixth chapter describes the process of campaigns on the deal of the day website along with case studies. In the seventh chapter the work deals with the analysis of the research carried out between buyers and sellers on the daily deals website.
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Economic decisions of sellers on the discount servers
Škodová, Ivana ; Svoboda, Miroslav (advisor) ; Kovanda, Lukáš (referee)
The thesis examines, why sellers offer their products on servers of group buying. On the basis of the theory were chosen characteristics that can be expected from specific sellers' strategy. These assumptions are tested in practical part of the thesis by the questionnaire, which were submitted to sellers. The theory assumed with economies of scale will offer higher quantity of coupons necessary for activation of discounts. Advertising expected offers containing lesser number of coupons per customer. The time to which the offer applies should be the deciding factor for the demand fluctuation. The price discrimination should not limit total of coupons. At the same time the offer should not limit quantity of coupons per costumer. The outcome of this work is to refute thesis of economics of scale. On the contrary, advertising and fluctuation in demand already confirm thoughts offered by the theory. Even though the price discrimination followed theoretical assumptions it was not possible to collect enough data to confirm hypothesis.
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Analysis of the discount server type Groupon.com
Nedvídek, Daniel ; Svoboda, Miroslav (advisor) ; Dudáková, Tereza (referee)
My work is focused on selling the goods and services via sale servers such as Groupon.com, which is a new brand on the Internet in the Czech Republic. This work consists of the main idea description on which "the selling model" is based on, its origin, development and the other possible alternatives of selling. I tried to find out the reasons why this kind of selling is so popular from customers', sellers' and negotiators' aspects. I used a model that helps me to explain the relation between the number of sold products and selected parameters. The model is based on the dates which have already been finished on the Czech sale servers. Furthermore there are all the results of my questionnaires filled by sellers and customers as well.
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