Vliv cenové politiky společnosti na spotřebitelské chování a finanční výkonnost

This bachelor's thesis quantifies the impact of a company's pricing policy on consumer behavior and financial performance through a comparative analysis of two business models with deliberately contrasting approaches to pricing. The first subject examined is Rotorama, s. r. o., a specialized retailer with a long-term stable, cost-oriented pricing policy, while the second is Rybářství, s. r. o., a retail chain that actively employs seasonal discount campaigns. Using anonymized transactional data from both companies for the period 2024–2025, the price elasticity of demand is quantified using the midpoint method, and the development of gross margin, cost efficiency, and labor productivity is evaluated. The results show that for Rotorama, revenue growth is driven primarily by market expansion rather than price, while profitability remains highly stable. For Rybářství, a product-differentiated pattern is identified: while the premium product (a fishing lounger) exhibits high price elasticity accompanied by increased financial risk, demand for the consumer product (fishing line) is driven by marketing activity while margins remain unaffected and risk stays low. The thesis thus demonstrates that the decisive factor in financial stability is not the business model itself, but the specific tool through which demand is stimulated.