Měření preferencí zákazníků jako dopad koncipování nabídky

Abstract

In terms of sharp competition and market saturation the necessity of optimizing sales proposals is very actual topic. Also there is a requirement for more precious and detailed methods for customers’ preferences quantification and evaluation. This paper deals with determination of customer perceived value and thus their preferences in terms of internet business. A large research was conducted (607 respondents) of customers purchasing presents and ordinary goods in order to identify and exam their preferences. The preferences were firstly determined with the usage of focus group and just the most important ones have become the object of the questionnaire. The issue of specific segmentation is outlined because many researches deal with traditional segments (according to age, gender, income, etc). This research is based on differences between customers-users and customers-nonusers. A model of efficient decision-making was applied to evaluate customers´ preferences and thus, to obtain more precious results in comparison to traditional methods. Sales proposal created by internet enterprises might be reconsidered and designed in more efficient way – according to the highest value perceived by customers. These results are applicable for enterprises evolved in selling presents and selling ordinary goods in terms of internet shopping. The used method (pair comparison) enables businesses to understand deeper the strength and importance of the perceived value of customers´ preferences and thus to design and balance their business proposal. A competitive advantage can be found in better allocation of enterprises´ sources in order to meet customers´ expectations better than other competitors in the market.

Keywords

• Customers´ preferences
• perceived value
• preferences measurement
• decision-making