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Who Are the Users of the Discount Coupons?
 Vejtrubová, Zuzana ; Svoboda, Miroslav (advisor) ; Babin, Jan (referee)
The main objective of this bachelor's thesis is to find out, who are users of discount coupons. Hypothesis are tested on the panel data including 107 observations. This data are obtain from customers of drugsotre DM, which provides discount coupons for their customers. Object of one of the hypothesis was that users of coupons are more price elastic than nonusers. This hypothesis was confirmed for two of three selected products. Other hypothesis are related to what are the households, which use discount coupons. The results of analysis show, that users of coupons are households, where female head is unemployed, have higher education, is older and do not have children. All these results confirm the hypothesis. Only hypothesis that income has positive effect on coupon usage intensity remained unconfirmed.
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