Publication detail

VAT and its Influence on Buying Behaviour

KUČEROVÁ, V.

Original Title

VAT and its Influence on Buying Behaviour

Type

conference paper

Language

English

Original Abstract

Research background: Value added tax, as an instrument of fiscal policy and also a very important income for the state budget. It is one of the universal indirect taxes, which has a significant influence on the price level in the country. The Euro-pean Union's system of value added tax on goods and services are primarily gov-erned by "the 6th VAT Directive" set by the European Commission. Purpose of the article: The paper deals with the question of how changes in the rates of value added tax influence buying behaviour of customers. Buying behav-iour could be expressed as decisions of customers about expending their own re-sources such as money, effort and time, on items related to their consumption in order to meet their needs. Methodology/methods: The area of the research is a Czech retail market with food. Due to the nature of VAT, the influence of this tax on buying behaviour was quantified by price elasticity of demand respectively indirect tax elasticity of de-mand. The article is conceived as a case study, according to the principles R.K. Yin. The evaluation of buying behaviour is based on real data, which deals with volumes of sales and sales prices realized in a specific Czech retail chain, which associate more than 200 shops. Findings: The goal of the study is not only to propose the way how to identify buyers' response to the changes in the VAT rate, but also to bring the knowledge about customers’ response to the realized changes, and finally to propose how to use this knowledge in a development of pricing strategy in case of further changes in the VAT rate.

Keywords

Value Added Tax; Price elasticity of demand; Buying behaviour; Food retail; Case study.

Authors

KUČEROVÁ, V.

Released

22. 6. 2017

Publisher

Institute of Economic Research, Ploish Economic Society, Branch in Toruń

Location

Toruń, Poland

ISBN

978-83-65605-03-0

Book

Contemporary Issues in Economy

Edition

1.

Pages from

267

Pages to

276

Pages count

10

BibTex

@inproceedings{BUT138956,
  author="Vladimíra {Bayerová}",
  title="VAT and its Influence on Buying Behaviour",
  booktitle="Contemporary Issues in Economy",
  year="2017",
  series="1.",
  pages="267--276",
  publisher="Institute of Economic Research, Ploish Economic Society, Branch in Toruń",
  address="Toruń, Poland",
  isbn="978-83-65605-03-0"
}