{"id":10839,"date":"2023-03-15T04:09:56","date_gmt":"2023-03-15T03:09:56","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=10839"},"modified":"2024-05-13T14:57:21","modified_gmt":"2024-05-13T12:57:21","slug":"cenova-elasticita-dopytu-a-jej-prakticke-vyuzitie","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/cenova-elasticita-dopytu-a-jej-prakticke-vyuzitie\/","title":{"rendered":"Cenov\u00e1 elasticita dopytu a jej praktick\u00e9 vyu\u017eitie"},"content":{"rendered":"<h2>Cenov\u00e1 elasticita dopytu<\/h2>\n<p><a href=\"https:\/\/www.euroekonom.sk\/obchod\/tvorba-cien\/cenova-politika-a-cenova-elasticita\/\">Cenov\u00e1 elasticita dopytu<\/a> odr\u00e1\u017ea vplyv zmeny ceny na dopyt. Plat\u00ed v\u0161eobecn\u00e1 z\u00e1sada, \u017ee krivka dopytu kles\u00e1 z\u013eava doprava, t.j. so zni\u017eovan\u00edm ceny tovaru rastie dopyt po tomto tovare.<\/p>\n<h3>\u0160pecifick\u00e9 pr\u00edpady cenovej elasticity<\/h3>\n<ul>\n<li>luxusn\u00e9 produkty prest\u00ed\u017eneho charakteru \u2013 tento jav sa naz\u00fdva <strong>Veblenov efekt<\/strong> \u2013 so zni\u017eovan\u00edm ceny kles\u00e1 aj dopyt,<\/li>\n<li>inferi\u00f3rne tovary &#8211; tovary, kt. tvoria podstatn\u00fa \u010das\u0165 nevyhnutnej spotreby a pre ve\u013ek\u00fa \u010das\u0165 spotrebite\u013eov s\u00fa z h\u013eadiska ich pr\u00edjmov cenovo dosiahnute\u013en\u00e9. Doch\u00e1dza k tomu, \u017ee zv\u00fd\u0161en\u00edm ceny rastie po nich dopyt \u2013 tento jav sa naz\u00fdva -Giffenov paradox,<\/li>\n<li>produkty, pri kt. zn\u00ed\u017eenie ceny nevyvol\u00e1va zv\u00fd\u0161enie dopytu z toho d\u00f4vodu, \u017ee spotrebitelia predpokladaj\u00fa \u010fal\u0161\u00ed pokles cien, a naopak, zv\u00fd\u0161enie cien m\u00f4\u017ee vyvola\u0165 zv\u00fd\u0161enie dopytu, ak spotrebitelia o\u010dak\u00e1vaj\u00fa ich \u010fal\u0161\u00ed rast.<\/li>\n<\/ul>\n<h2>Ukazovate\u013e cenovej elasticity dopytu<\/h2>\n<p>Vplyv zmeny ceny na po\u017eadovan\u00e9 mno\u017estvo produktu sa vyjadruje prostredn\u00edctvom relat\u00edvneho ukazovate\u013ea cenovej pru\u017enosti \u2013 elasticita dopytu. Ukazovate\u013e cenovej elasticity dopytu vyjadruje vz\u0165ah medzi relat\u00edvnou (percentu\u00e1lnou) zmenou mno\u017estva tovaru a relat\u00edvnou (percentu\u00e1lnou) zmenou jeho ceny. Koeficient cenovej elasticity dopytu m\u00f4\u017ee nadob\u00fada\u0165 r\u00f4zne \u010d\u00edseln\u00e9 hodnoty, z ktor\u00fdch mo\u017eno odvodi\u0165 charakter dopytu:<\/p>\n<h3>Elastick\u00fd dopyt Ed &gt; 1<\/h3>\n<ul>\n<li>vznik\u00e1 ak pri 1%-om poklese (raste) ceny mno\u017estvo po\u017eadovan\u00e9ho tovaru vzrastie (poklesne) viac ako o 1% (celkov\u00fd pr\u00edjem firmy z predan\u00e9ho mno\u017estva bude vy\u0161\u0161\u00ed\/ni\u017e\u0161\u00ed),<\/li>\n<li>dopyt citlivo reaguje na zmenu ceny,<\/li>\n<li>mal\u00e1 zmena ceny vyvol\u00e1va ve\u013ek\u00e9 zmeny v dopyte,<\/li>\n<li>zn\u00ed\u017eenie ceny vyvol\u00e1va tak\u00fd rast dopytu, \u017ee celkov\u00e9 tr\u017eby rast\u00fa,<\/li>\n<li>pri zvy\u0161ovan\u00ed ceny v\u0161ak zaznamen\u00e1me enormn\u00fd pokles dopytu a celkov\u00e9 tr\u017eby tie\u017e klesaj\u00fa.<\/li>\n<\/ul>\n<h3>Neelastick\u00fd dopyt Ed &lt; 1<\/h3>\n<ul>\n<li>ak 1%-n\u00fd pokles (rast) ceny vedie k rastu (poklesu) dopytu menej (viac) ako o 1%,<\/li>\n<li>pomerne ve\u013ek\u00e1 zmena ceny vyvol\u00e1va mal\u00fa zmenu dopytu,<\/li>\n<li>dopyt nereaguje pru\u017ene na zmeny ceny a zn\u00ed\u017eenie ceny vedie k tak\u00e9mu mal\u00e9mu pr\u00edrastku dopytu, \u017ee celkov\u00e1 v\u00fd\u0161ka tr\u017eieb kles\u00e1.<\/li>\n<\/ul>\n<h3>Jednotkov\u00e1 elasticita Ed = 1<\/h3>\n<ul>\n<li>ak 1%-n\u00fd pokles (rast) ceny vedie k 1%-n\u00e9mu rastu (poklesu) dopytu (celkov\u00e9 pr\u00edjmy firmy sa nemenia),<\/li>\n<li>celkov\u00e9 mno\u017estvo dopytu sa zvy\u0161uje rovnak\u00fdm percentom, ak\u00fdm sa zni\u017euj\u00fa ceny,<\/li>\n<li>zv\u00fd\u0161enie resp. zn\u00ed\u017eenie cien nem\u00e1 vplyv na celkov\u00e9 tr\u017eby, preto\u017ee o ko\u013eko percent sa zv\u00fd\u0161i (zn\u00ed\u017ei) cena, o rovnak\u00e9 % sa zn\u00ed\u017ei (zv\u00fd\u0161i) dopyt.<\/li>\n<\/ul>\n<h3>Nulov\u00e1 elasticita Ed = 0<\/h3>\n<ul>\n<li>dopyt nereaguje na zmenu ceny<\/li>\n<li>plat\u00ed pre tovary, ktor\u00e9 sa spotreb\u00favaj\u00fa v malom mno\u017estve a nez\u00e1visle od ceny napr. korenie, so\u013e,..at\u010f.<\/li>\n<li>vyjadruje alebo situ\u00e1ciu ve\u013emi \u017eiadan\u00e9ho tovaru, pri ktorom ak\u00e9ko\u013evek zv\u00fd\u0161enie ceny neodrad\u00ed kupuj\u00faceho od n\u00e1kupu, alebo situ\u00e1ciu absol\u00fatneho nas\u00fdtenia dopytu, pri ktorom ak\u00e9ko\u013evek zn\u00ed\u017eenie ceny nevyvol\u00e1 \u010fal\u0161\u00ed dopyt.<\/li>\n<\/ul>\n<h3>Nekone\u010dn\u00e1 elasticita Ed = \u221e<\/h3>\n<ul>\n<li>dopyt je pri danej cene dokonale elastick\u00fd, t.j. za dan\u00fa cenu sa pred\u00e1 ak\u00e9ko\u013evek mno\u017estvo (dopyt nie je ovplyvnen\u00fd cenou, ale in\u00fdmi faktormi)<\/li>\n<li>ide o abstraktn\u00fd pr\u00edpad pri ktorom nepatrn\u00e9 zv\u00fd\u0161enie ceny okam\u017eite ru\u0161\u00ed dopyt po danom tovare a zn\u00ed\u017eenie ceny vyvol\u00e1va nekone\u010dn\u00e9 zv\u00fd\u0161enie dopytu. Podnikate\u013e je n\u00faten\u00fd t\u00fato cenu akceptova\u0165 a nem\u00f4\u017ee ju meni\u0165, ak sa nechce do niektorej z extr\u00e9mnych situ\u00e1ci\u00ed, napr. \u017ee nebude ma\u0165 \u017eiaden dopyt.<\/li>\n<\/ul>\n<h2>Praktick\u00e9 vyu\u017eitie cenovej elasticity dopytu<\/h2>\n<h3>Faktory ovplyv\u0148uj\u00face mieru z\u00e1vislosti dopytu od zmeny cien<\/h3>\n<p>Pri sk\u00faman\u00ed pru\u017enosti dopytu mus\u00ed podnikate\u013e bra\u0165 do \u00favahy faktory, ktor\u00e9 v\u00fdznamnou mierou ovplyv\u0148uj\u00fa cenov\u00fa elasticitu dopytu.<br \/>\nMedzi z\u00e1kladn\u00e9 faktory ovplyv\u0148uj\u00face mieru z\u00e1vislosti dopytu od zmeny cien patria:<\/p>\n<ul>\n<li><strong>Existencia a dosiahnute\u013enos\u0165 substitu\u010dn\u00e9ho tovaru<\/strong>: Ak existuj\u00fa nahradite\u013en\u00e9 produkty, kt. mo\u017eno dan\u00fd produkt nahradi\u0165 v pr\u00edp., \u017ee spotrebite\u013eovo vn\u00edmanie hodnoty je odli\u0161n\u00e9, existuje dopyt relat\u00edvne pru\u017en\u00fd. Vplyv povedomia o mo\u017enosti n\u00e1hrady sp\u00f4sobuje men\u0161iu citlivos\u0165 spotrebite\u013ea na cenu. \u010c\u00edm je tovar menej nahradite\u013en\u00fd, t\u00fdm je cenov\u00e1 elasticita dopytu men\u0161ia.<\/li>\n<li><strong>R\u00fdchla (\u013eahk\u00e1) nas\u00fdtenos\u0165 dopytu<\/strong>: O \u010do \u013eah\u0161ie dok\u00e1\u017eeme nas\u00fdti\u0165 dopyt po danom produkte a uspokoji\u0165 potreby spotrebite\u013eov pomerne mal\u00fdm mno\u017estvom produktu, o to ni\u017e\u0161iu cenov\u00e1 elasticita dopytu dan\u00fd produkt vykazuje (pr\u00edklad: ani siln\u00e1 redukcia ceny neovplyvn\u00ed spotrebu soli).<\/li>\n<li><strong>\u017divotnos\u0165 a trvanlivos\u0165 produktu<\/strong>: \u010c\u00edm je \u017eivotnos\u0165 produktu dlh\u0161ia, t\u00fdm je dopyt po produkte elastickej\u0161\u00ed. Ak m\u00e1 tovar krat\u0161iu \u017eivotnos\u0165, tak je CE dopytu men\u0161ia.<\/li>\n<li><strong>Naliehavos\u0165 potreby tovaru : <\/strong>O \u010do naliehavej\u0161ia je potreba dan\u00e9ho produktu, o to je jeho cenov\u00e1 elasticita ni\u017e\u0161ia (napr. lieky). So zni\u017eovan\u00edm naliehavosti potreby cenov\u00e1 elasticita rastie.<\/li>\n<li><strong>Vplyv jedine\u010dnej hodnoty<\/strong>: Z\u00e1kazn\u00edci s\u00fa menej citliv\u00ed na ceny \u2013 ni\u017e\u0161ia CE dopytu, ak ide o jedine\u010dn\u00fd produkt.<\/li>\n<li><strong>Neexistencia porovnate\u013en\u00fdch produktov<\/strong>: Spotrebitelia s\u00fa menej citliv\u00ed na ceny t\u00fdch produktov, pri kt. nemaj\u00fa mo\u017enos\u0165 \u013eahko porovna\u0165 kvalitu n\u00e1hradn\u00fdch produktov.<\/li>\n<li><strong>Vplyv celkov\u00fdch v\u00fddavkov<\/strong>: Spotrebitelia s\u00fa menej citliv\u00ed na cenu, ak v\u00fddavok za ur\u010dit\u00fd produkt predstavuj\u00fa mal\u00fd podiel z celkov\u00fdch pr\u00edjmov. S rastom v\u00fddavkov na ur\u010dit\u00fd druh tovaru rastie aj cenov\u00e1 elasticita dopytu.<\/li>\n<li><strong>Vplyv celkov\u00e9ho \u00fa\u017eitku<\/strong>: \u010c\u00edm v\u00e4\u010d\u0161\u00ed \u00fa\u017eitok vypl\u00fdva pre z\u00e1kazn\u00edka z pou\u017e\u00edvania nejak\u00e9ho produktu, t\u00fdm sa dosahuje ni\u017e\u0161ia cenov\u00e1 elasticita dopytu.<\/li>\n<li><strong>Vplyv zhodnotenia invest\u00edcie: <\/strong>Produkty, kt. mo\u017eno spoji\u0165 s nejak\u00fdm u\u017e sk\u00f4r zak\u00fapen\u00fdm zariaden\u00edm, vykazuj\u00fa ni\u017e\u0161iu cenov\u00fa elasticitu dopytu.<\/li>\n<li><strong>Vplyv kvality produktu: <\/strong>Vysokokvalitn\u00e9 produkty, prest\u00ed\u017ene a exkluz\u00edvne produkty vo v\u00e4\u010d\u0161ine pr\u00edpadov reaguj\u00fa na zmeny ceny ve\u013emi m\u00e1lo a koeficient pru\u017enosti dopytu po t\u00fdchto produktoch je n\u00edzky.<\/li>\n<\/ul>\n<h3>Cenov\u00e1 rozhodnutia uskuto\u010d\u0148ovan\u00e9 na z\u00e1klade sledovania cenovej elasticity dopytu<\/h3>\n<p>Anal\u00fdza citlivosti z\u00e1kazn\u00edka na ceny prostredn\u00edctvom sledovania cenovej elasticity dopytu umo\u017e\u0148uje podnikate\u013eovi urobi\u0165 cel\u00fd rad z\u00e1va\u017en\u00fdch cenov\u00fdch rozhodnut\u00ed o tom, \u010di zv\u00fd\u0161i\u0165 alebo zn\u00ed\u017ei\u0165 cenu konkr\u00e9tneho produktu, ak\u00fd vplyv bude ma\u0165 cenov\u00e1 zmena na hospod\u00e1rsky v\u00fdsledok podnikate\u013ea, \u010di zv\u00fd\u0161i celkov\u00e9 tr\u017eby podnikate\u013ea alebo zv\u00fd\u0161i jeho podiel na trhu, resp. zabezpe\u010d\u00ed maximaliz\u00e1ciu zisku.<br \/>\nAk chce podnikate\u013e zv\u00fd\u0161i\u0165 svoje tr\u017eby , m\u00f4\u017ee tento cie\u013e dosiahnu\u0165:<\/p>\n<ul>\n<li><strong>pri produkte s relat\u00edvne elastick\u00fdm dopytom Ed &gt; 1<\/strong>, kde dopyt citlivo reaguje na zmenu ceny, <em><strong>zn\u00ed\u017een\u00edm ceny<\/strong> <\/em>&#8211; t\u00e1 vyvol\u00e1 rast dopytu a celkov\u00fd rast tr\u017eieb<\/li>\n<li><strong>pri produkte s nepru\u017en\u00fdm dopytom Ed &lt; 1<\/strong>, kde dopyt nereaguje pru\u017ene na zmenu ceny, mo\u017eno zvy\u0161ovanie celkov\u00fdch tr\u017eieb zabezpe\u010di\u0165 <em><strong>zvy\u0161ovan\u00edm ceny<\/strong><\/em>, \u010do vyvol\u00e1 mal\u00fd \u00fabytok dopytu.<\/li>\n<\/ul>\n<p>Zv\u00fd\u0161enie cien pri tovaroch s elastick\u00fdm dopytom m\u00e1 za n\u00e1sledok <a href=\"https:\/\/www.euroekonom.sk\/financie\/financna-analyza\/analyza-vysledku-hospodarenia-podniku\/\">celkov\u00fd pokles tr\u017eieb<\/a>. Zni\u017eovanie cien produktov s nepru\u017en\u00fdm dopytom rovnako zapr\u00ed\u010di\u0148uje celkov\u00fd pokles tr\u017eieb. Pri produktoch, kt. vykazuj\u00fa jednotkov\u00fa elasticitu dopytu Ed = 1, mo\u017eno zv\u00fd\u0161enie tr\u017eieb zabezpe\u010di\u0165 iba roz\u0161irovan\u00edm realizovan\u00e9ho mno\u017estva tovaru. Prijatie spr\u00e1vneho cenov\u00e9ho rozhodnutia je podmienen\u00e9 poznan\u00edm pru\u017enosti dopytu svojich produktov.<\/p>\n<div>LIPIANSKA, J.- HASPROV\u00c1, M. 2013. Praktikum z cenov\u00e9ho rozhodovania v marketingu. Bratislava: Vydavate\u013estvo EKON\u00d3M, 2013. 135 s. ISBN 978-80-225-3696-7<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Cenov\u00e1 elasticita dopytu Cenov\u00e1 elasticita dopytu odr\u00e1\u017ea vplyv zmeny ceny na dopyt. Plat\u00ed v\u0161eobecn\u00e1 z\u00e1sada, \u017ee krivka dopytu kles\u00e1 z\u013eava doprava, t.j. so zni\u017eovan\u00edm ceny &hellip; <\/p>\n","protected":false},"author":21,"featured_media":24956,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,549],"tags":[],"class_list":["post-10839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-obchod","category-pracujem"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cenov\u00e1 elasticita dopytu a jej praktick\u00e9 vyu\u017eitie<\/title>\n<meta name=\"description\" content=\"Cenov\u00e1 elasticita dopytu a jej \u0161pecifick\u00e9 pr\u00edpady. Ukazovate\u013e cenovej elasticity dopytu a interpret\u00e1cia hodn\u00f4t. 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