| Abstract [eng] |
The aim of the Master's thesis was to determine the impact of the size of the discount on the consumer's perception of quality and intention to buy packaged and unpackaged food products in an online shop. The objectives of the MSc thesis were: to analyze the concept, forms and levels of discount; to examine the theories of purchase intention and the factors that explain and influence purchase intention through discount; to determine the effect of discount and the influence of discount on the purchase intention of different types of goods; to develop a research methodology to analyze how different levels of discount on different types of goods influence the purchase intention of grocery products in an online store; and to make suggestions on the basis of the study's conclusions. The contents of this paper are literature review, methodology, research and conclusions, recommendations, and limitations. The literature analysis part of the Master's thesis presents the concept, forms and levels of discounting, the non-actual and price factors influencing the intention to buy, the effect of discounting and other factors influencing the intention to buy in an online shop. The influence of discount and quality on the intention to buy different types of groceries was also examined. Finally, an experiment was carried out to achieve the objectives. 4 questionnaires were used to collect data. Once the data was collected, it was checked with IBM SPSS Statistic. It was found that the perceived price of a product varies according to the discount. And the perceived quality varies according to the type of product and the price. Perceived price and perceived quality affect perceived value, which in turn affects intention to buy. The paper concludes and proposes. |
