| Keywords [eng] |
Price discounting, Online shopping, Offline Shopping, Intention to buy discounted products, discounted grocery products, value perception, quality perception, trust in store, perceived risk. |
| Abstract [eng] |
60 pages, 18 tables, 3 figures, 135 references. Problem formulation: Why could discounts have an impact on the intention to buy, and through which elements could it have an impact on people's decision to buy in offline and online stores? Aim of this research: to analyze the impact of different price discount levels – low price discount and high price discount levels which are applied on two different “food” product types in online and offline stores on customers’ perception of quality and value of the product, and therefore intention to buy. Current research is contained from three major parts: literature analysis, research methods and the analysis of the research results. The literature review part gave an overview of the concept of price discounts and their impact on consumer’s behavior while shopping in offline and online stores. Literature analysis introduced variables which may have impact on purchase intentions of which were: perceived value, perceived quality, trust towards the store, and perceived risk. Following the literature analysis, the author carried out the research which was intended to identify how different levels of price discounts (10% / 40%) which were applied on two different product types (packed / unpacked groceries) might influence final intention to purchase in two store types (online / offline). For the research online survey was chosen as a method of data collection, which was composed from 16 questions. In total, the survey was filled by 292 respondents, where Survey 1 was filled by 75 respondents, Survey 2 was filled by 73 respondents, Survey 3 and Survey 4 were filled by 72 respondents in both cases. The results of the research were statistically processed with the SPSS software. The research performed revealed that there is a statistically significant difference in quality perception, value perception, trust towards the store depending on the level of discount applied. The study showed that the type of the product has an impact on the quality perception when customer chooses whether to buy in offline or online stores. Moreover, research results supported the statistically significant impact of value perception on final intention to purchase. However, no statistically significant impact of quality and risk perceptions on value perception when buying grocery products was found. The conclusions and recommendations of the research performed, as the author believes, might be useful for future researchers who studies price discounts impact on consumer behavior in online and offline stores. The author believes that the results of this study could give useful information for businesses on how to apply price discounts with lower risk of losing customer’s trust, quality and value perceptions. |
