Zdrojový dokument:Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 46/2019
ISSN:1211-555X (Print)
Abstrakt:
The central question of our study is to examine what features the Black
Friday phenomenon has in Hungary, how it resembles to or differs from the
international Black Friday trends. To answer this question we provide an overview of
the main ideas on the topic discussed in international literature. Then with the help of
answers of a questionnaire research from 2016 and one from 2017 we will highlight
the most important similarities and differences. As we will see, in Hungary the buyers’
intent to participate is similar to other countries, but retailer behavior shows
considerable differences compared to international examples. Descriptive methods,
cross-tabulation, cluster analysis applied in our research.