Cenová a necenová konkurencia na nedokonalom trhu

The aim of the diploma thesis entitled “Price and Non-price Competition in Imperfect Markets” is to analyse, evaluate and compare price and non-price tools by which companies compete on an imperfect market in the Slovak Republic and propose measures and recommendations to improve the tools used to attract customers for a chosen company. The diploma thesis is divided into 3 parts. The first part is focused on the theoretical elaboration of the basic concepts of price and non-price competition as well as the definition of market structures of an imperfectly competitive market. The second part contains a description of the Slovak market of retail sale of fuel in specialized stores, the characteristics of selected fuel retail companies and an analysis of their price and non-price instruments. This section also includes a survey of fuel consumers' preferences and attempts to identify the main characteristics of their purchasing behavior. The third part of the thesis is devoted to the discussion of the results obtained in the second part, as well as proposals for improving the methods of acquiring customers for the selected company.