{"id":10851,"date":"2023-03-12T16:21:41","date_gmt":"2023-03-12T15:21:41","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=10851"},"modified":"2024-05-13T14:57:38","modified_gmt":"2024-05-13T12:57:38","slug":"cenove-testy","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/cenove-testy\/","title":{"rendered":"Cenov\u00e9 testy"},"content":{"rendered":"<p>Rozhodovanie o cen\u00e1ch produktov je podmienen\u00e9 poznan\u00edm pru\u017enosti dopytu po t\u00fdchto produktoch. Jedn\u00fdm zo sp\u00f4sobov zis\u0165ovania <a href=\"https:\/\/www.euroekonom.sk\/obchod\/tvorba-cien\/cenova-politika-a-cenova-elasticita\/\">cenovej elasticity<\/a> s\u00fa cenov\u00e9 testy.<\/p>\n<h2>Najv\u00fdznamnej\u0161ie druhy cenov\u00fdch testov<\/h2>\n<ul>\n<li><strong>Test odhadnutia ceny<\/strong> \u2013 z\u00e1kazn\u00edkom sa nepredklad\u00e1 n\u00e1vrh ceny, ale o\u010dak\u00e1va sa, \u017ee pon\u00faknu cenu, ktor\u00e1 je pod\u013ea nich akceptovate\u013en\u00e1.<\/li>\n<li><strong>Test reakcie na cenu<\/strong> \u2013 z\u00e1kazn\u00edkom sa predkladaj\u00fa n\u00e1vrhy r\u00f4znych cien, pri\u010dom maj\u00fa ur\u010di\u0165, \u010di je pon\u00fakan\u00e1 cena pod\u013ea ich n\u00e1zoru primeran\u00e1, n\u00edzka alebo pr\u00edli\u0161 vysok\u00e1.<\/li>\n<li><strong>Test n\u00e1kupnej pripravenosti<\/strong> \u2013 obsahuje 2 ot\u00e1zky: \u201eSte pripraven\u00ed si v najbli\u017e\u0161om \u010dase produkt za dan\u00fa cenu k\u00fapi\u0165? Za ak\u00fa cenu ste pripraven\u00ed v najbli\u017e\u0161om \u010dase produkt k\u00fapi\u0165?\u201c<\/li>\n<li><strong>Test cenov\u00fdch tried<\/strong> \u2013 sk\u00famaj\u00fa sa v \u0148om odpovede na tieto 2 ot\u00e1zky: \u201eAk\u00e1 je najvy\u0161\u0161ia cena produktu, za kt. ste ho ochotn\u00ed k\u00fapi\u0165? Ak\u00e1 je najni\u017e\u0161ia cena, ktor\u00fa ste ochotn\u00ed zaplati\u0165 za produkt bez toho, aby ste za\u010dali pochybova\u0165 o jeho kvalite?\u201c<\/li>\n<li><strong>Testy cenovej citlivosti<\/strong> &#8211; v praxi sa vyu\u017e\u00edvaj\u00fa ve\u013emi \u010dasto, preto sa im budeme podrobne venova\u0165.<\/li>\n<\/ul>\n<h2>Testy cenovej citlivosti<\/h2>\n<p>V praxi sa naj\u010dastej\u0161ie pou\u017e\u00edvaj\u00fa 3 r\u00f4zne sofistikovan\u00e9 a n\u00e1ro\u010dn\u00e9 testy cenovej citlivosti:<\/p>\n<ul>\n<li>jednoduch\u00fd test cenovej citlivosti (holandsk\u00fd test cenovej citlivosti)<\/li>\n<li>met\u00f3da Brand Price Trade Off (BPTO)<\/li>\n<li>GfK Price Challenger<\/li>\n<\/ul>\n<h3>Jednoduch\u00fd test cenovej citlivosti<\/h3>\n<p>Ide o jednoduch\u00fa met\u00f3du na stanovenie dolnej a hornej cenovej hranice nov\u00e9ho \u010di inovovan\u00e9ho produktu. Z\u00e1kladom s\u00fa 4 ot\u00e1zky na 4 cenov\u00e9 \u00farovne dan\u00e9ho produktu:<\/p>\n<ul>\n<li>Pri akej cene na uvedenej stupnici by ste produkt hodnotili ako lacn\u00fd?<\/li>\n<li>Pri akej cene na stupnici sa v\u00e1m zd\u00e1 produkt drah\u00fd?<\/li>\n<li>Pri akej cene je produkt tak\u00fd drah\u00fd, \u017ee by ste si ho v \u017eiadnom pr\u00edpade nek\u00fapili?<\/li>\n<li>Pri akej cene sa v\u00e1m zd\u00e1 produkt tak\u00fd lacn\u00fd, \u017ee by ste za\u010dali pochybova\u0165 o jeho kvalite?<\/li>\n<\/ul>\n<p>Pre ot\u00e1zky sa dopredu priprav\u00ed pod\u013ea ur\u010dit\u00fdch pravidiel \u0161k\u00e1la cenov\u00e9ho rozp\u00e4tia, z ktorej si respondent vyber\u00e1. V\u00fdstupom testu s\u00fa cenov\u00e9 body:<\/p>\n<ul>\n<li><strong>Neutr\u00e1lna cena<\/strong> \u2013 cena, pri ktorej z\u00e1kazn\u00edci nepova\u017euj\u00fa produkt za lacn\u00fd, ani za drah\u00fd.<\/li>\n<li><strong>Optim\u00e1lna cena<\/strong> \u2013 cena, pri ktorej si rovnak\u00fd po\u010det respondentov mysl\u00ed, \u017ee produkt je pr\u00edli\u0161 lacn\u00fd a rovnak\u00fd po\u010det, \u017ee je pr\u00edli\u0161 drah\u00fd. T\u00e1to cena s stret\u00e1va s najmen\u0161\u00edm odporom spotrebite\u013eov.<\/li>\n<li><strong>Margin\u00e1lna v\u00fdhodnos\u0165<\/strong> \u2013 vyjadruje cenu, pri kt. e\u0161te nebude preva\u017eova\u0165 po\u010det t\u00fdch, kt. maj\u00fa extr\u00e9mne negat\u00edvny postoj k n\u00edzkej cene, nad t\u00fdmi, kt. pova\u017euj\u00fa cenu za vysok\u00fa.<\/li>\n<li><strong>Margin\u00e1lna nev\u00fdhodnos\u0165<\/strong> \u2013 cena, pri kt. nepreva\u017euje po\u010det t\u00fdch, ktor\u00ed odmietaj\u00fa cenu pre jej v\u00fd\u0161ku, nad t\u00fdmi, kt. ju pova\u017euj\u00fa za n\u00edzku.<\/li>\n<\/ul>\n<p>Medzi bodmi margin\u00e1lnej v\u00fdhodnosti a nev\u00fdhodnosti sa nach\u00e1dza tzv. <strong>p\u00e1smo prijate\u013en\u00fdch cien<\/strong>, kde ide e\u0161te o relat\u00edvne bezpe\u010dn\u00fd priestor na tvorbu ceny. Za touto hranicou za\u010d\u00ednaj\u00fa preva\u017eova\u0165 extr\u00e9mne postoje, odmietaj\u00face cenu ako pr\u00edli\u0161 vysok\u00fa alebo n\u00edzku.<br \/>\nTento test je vhodn\u00fd pre produkty be\u017en\u00e9ho dopytu , ur\u010den\u00e9 na osobn\u00fa spotrebu, lebo umo\u017e\u0148uj\u00fa robi\u0165 z\u00e1very na z\u00e1klade odpoved\u00ed mnoh\u00fdch respondentov. V\u00fdhoda met\u00f3dy \u2013 r\u00fdchla, jednoduch\u00e1 a je mo\u017en\u00e9 ju spoji\u0165 s in\u00fdm typom v\u00fdskumu. Test nie je vhodn\u00fd pre produkty ur\u010den\u00e9 na v\u00fdrobn\u00fa spotrebu, kde existuje mal\u00fd po\u010det z\u00e1kazn\u00edkov. Nev\u00fdhodou je, \u017ee met\u00f3da ur\u010duje cenu ka\u017ed\u00e9ho produktu izolovane, bez vz\u0165ahu ku konkurenci\u00ed.<\/p>\n<h3>Met\u00f3da Brand Price Trade Off<\/h3>\n<p>V r\u00e1mci rozhovoru sa simuluje n\u00e1kup dan\u00e9ho produktu. Respondent vyber\u00e1 z ponuky, ktor\u00fa tvoria testovan\u00e9 produkty\/zna\u010dky a produkty konkuren\u010dn\u00e9. Ka\u017ed\u00fd produkt m\u00e1 uveden\u00fa cenu, pri\u010dom na za\u010diatku testu je pri v\u0161etk\u00fdch produktoch nastaven\u00e1 cena najni\u017e\u0161ie. Dopredu je pre ka\u017ed\u00fd produkt pripraven\u00e1 cenov\u00e1 \u0161k\u00e1la s optim\u00e1lnymi 10 \u00farov\u0148ami, pri\u010dom re\u00e1lna cena na trhu by pri konkuren\u010dn\u00fdch produktoch mala by\u0165 pribli\u017ene v strede pr\u00edslu\u0161nej \u0161k\u00e1ly. Respondent uskuto\u010d\u0148uje n\u00e1kupy v r\u00f4znych cenov\u00fdch \u00farovniach (v ka\u017edom kole sa cena zv\u00fd\u0161i o 1 \u00farove\u0148). V ka\u017edom kole respondent ur\u010duje produkt, ktor\u00fd by si vybral, ale u\u017e za zmenenej cenovej situ\u00e1cie. Pri vybranom produkte sa op\u00e4\u0165 cena zv\u00fd\u0161i o jednu \u00farove\u0148 a cel\u00fd cyklus sa opakuje. Proces n\u00e1kupu je takto stimulovan\u00fd dovtedy, pokia\u013e je z\u00e1kazn\u00edk ochotn\u00fd nakupova\u0165 alebo pokia\u013e sa pri niektor\u00fdch produktoch\/zna\u010dk\u00e1ch nedosiahnu ich najvy\u0161\u0161ie stanoven\u00e9 ceny.<br \/>\nNa z\u00e1klade z\u00edskan\u00fdch \u00fadajov dost\u00e1vame: optim\u00e1lnu cenu, cenov\u00e9 limity (horn\u00fd\/doln\u00fd), dopytov\u00fa funkciu v z\u00e1vislosti od ceny, substitu\u010dn\u00e9 efekty. V\u00fdhodou tejto met\u00f3dy je komplexnos\u0165: nielen statick\u00e9 ur\u010denie ceny produktu bez vz\u0165ahu ku konkurencii, ale zmeny testovan\u00e9ho produktu sa sleduj\u00fa v rel\u00e1cii k produktom konkuren\u010dn\u00fdm, z\u00e1rove\u0148 t\u00e1to met\u00f3da vyjadruje vz\u0165ah medzi cenou a dopytom. Nev\u00fdhodou je, ak cien zost\u00e1va v\u017edy rovnak\u00e1 alebo rastie (nikdy nekles\u00e1) a zvy\u0161uje sa v\u017edy pri vybranom produkte. Tento tzv. efekt pokuty pri vybranom produkte n\u00e1sledne vo v\u00fdsledkoch zvy\u0161uje cenov\u00fa elasticitu testovan\u00fdch produktov.<\/p>\n<h3>GfK Price Challenger<\/h3>\n<p>Nev\u00fdhody met\u00f3dy BPTO odstra\u0148uje GfK Price Challenger, met\u00f3da testovania cenovej elasticity, ktor\u00fa vyvinula a pou\u017e\u00edvala v\u00fdskumn\u00e1 agent\u00fara GfK v Nemecku, ktor\u00e1 tie\u017e vyu\u017e\u00edva n\u00e1kupn\u00fa hru simuluj\u00facu zmenu testovan\u00e9ho produktu v konkuren\u010dnom prostred\u00ed. Do dopytovania s\u00fa zahrnut\u00e9 testovan\u00e9 zna\u010dky a v\u0161etky \u010fal\u0161ie relevantn\u00e9 zna\u010dky\/produkty, ktor\u00e9 s\u00fa na trhu. Pravidlom je, \u017ee tieto produkty musia pokry\u0165 minim\u00e1lne 80 % objemu trhu, aby sa \u010do najvernej\u0161ie odrazila re\u00e1lna trhov\u00e1 situ\u00e1cia. Pre ka\u017ed\u00fd z t\u00fdchto produktov je pripraven\u00e1 cenov\u00e1 \u0161k\u00e1la s desiatimi a\u017e dvan\u00e1stimi \u00farov\u0148ami. Po\u010das cenov\u00e9ho testu sa respondentovi nepredkladaj\u00fa v\u0161etky produkty zahrnut\u00e9 do testu, ale len tzv. testovacia mno\u017eina nieko\u013ek\u00fdch produktov, ktor\u00e9 sa respondenta nejak\u00fdm sp\u00f4sobom dot\u00fdkaj\u00fa a s\u00e1m si ich na za\u010diatku testu pod\u013ea ur\u010dit\u00e9ho algoritmu vybral.<br \/>\nPodobne ako pri met\u00f3de BPTO sa simuluje n\u00e1kup produktov, kde respondent vyber\u00e1 iba z produktov, ktor\u00e9 si zvolil do testovacej mno\u017einy. Pri tejto met\u00f3de sa v\u0161ak ceny produktov v jednotliv\u00fdch kol\u00e1ch stanovuj\u00fa n\u00e1hodne. Respondent teda na za\u010diatku testu vid\u00ed \u201ev obchode&#8220; n\u00e1hodne zvolen\u00e9 ceny, simuluje n\u00e1kup (vyber\u00e1 si produkty a ur\u010duje ich potenci\u00e1lne zak\u00fapen\u00e9 mno\u017estv\u00e1). Potom sa ceny produktov n\u00e1hodne zmenia (v r\u00e1mci dopredu ur\u010denej stupnice) a nasleduje \u010fal\u0161\u00ed cyklus \u201en\u00e1kupu&#8220;, ktor\u00fd sa opakuje desa\u0165 a\u017e dvan\u00e1s\u0165kr\u00e1t. S\u00fa\u010das\u0165ou testu s\u00fa aj ot\u00e1zky t\u00fdkaj\u00face sa n\u00e1kupn\u00e9ho spr\u00e1vania respondenta a jeho sociodemografick\u00fdch charakterist\u00edk. K\u013e\u00fa\u010dov\u00fdm v\u00fdstupom cel\u00e9ho testu je simula\u010dn\u00fd program, ktor\u00fd umo\u017e\u0148uje na z\u00e1klade vlo\u017een\u00fdch inform\u00e1ci\u00ed o existuj\u00facich cen\u00e1ch, trhovom podiele a distrib\u00facii ka\u017ed\u00e9ho z produktov zahrnut\u00fdch do testu spolo\u010dne s v\u00fdsledkami testu modelova\u0165 potenci\u00e1lne trhov\u00e9 situ\u00e1cie pri r\u00f4znych zmen\u00e1ch cien produktov. Umo\u017e\u0148uje zostavi\u0165 a vyhodnoti\u0165 cel\u00e9 skupiny produktov, tak\u017ee dok\u00e1\u017ee optimalizova\u0165 nielen cenov\u00fa strat\u00e9giu jednotliv\u00fdch produktov, ale aj cel\u00e9ho ich portf\u00f3lia.<\/p>\n<div>LIPIANSKA, J. &#8211; HASPROV\u00c1, M. 2011. Cenov\u00e9 rozhodovanie v marketingu. Bratislava: Sprint dva, 2011. 152 s. ISBN 978-80-89393-71-8<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Rozhodovanie o cen\u00e1ch produktov je podmienen\u00e9 poznan\u00edm pru\u017enosti dopytu po t\u00fdchto produktoch. Jedn\u00fdm zo sp\u00f4sobov zis\u0165ovania cenovej elasticity s\u00fa cenov\u00e9 testy. Najv\u00fdznamnej\u0161ie druhy cenov\u00fdch testov &hellip; <\/p>\n","protected":false},"author":21,"featured_media":25328,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[],"class_list":["post-10851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cenov\u00e9 testy<\/title>\n<meta name=\"description\" content=\"Popis cenov\u00fdch testov: test odhadnutia ceny, test reakcie na cenu, test n\u00e1kupnej pripravenosti, test cenov\u00fdch tried, testy cenovej citlivosti.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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