Influence of segmentation factors on leaflet distribution
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F44555601%3A13510%2F16%3A43887957" target="_blank" >RIV/44555601:13510/16:43887957 - isvavai.cz</a>
Result on the web
<a href="https://www.degruyter.com/downloadpdf/j/acta.2016.19.issue-1/acta-2016-0007/acta-2016-0007.xml" target="_blank" >https://www.degruyter.com/downloadpdf/j/acta.2016.19.issue-1/acta-2016-0007/acta-2016-0007.xml</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/https://doi.org/10.1515/acta-2016-0007" target="_blank" >https://doi.org/10.1515/acta-2016-0007</a>
Alternative languages
Result language
angličtina
Original language name
Influence of segmentation factors on leaflet distribution
Original language description
In marketing communication it is important to know what and how to inform the customer, it means to know the target audience, where it is located and how it is possible to reach it. The most commonly used form of addressing the customer in the retail is a leaflet action. This article aims to highlight the use of segmentation aspects by retail in the selected region for the best implementation of selected communication mix - direct marketing. An analysis of secondary data - professional literature and studies dealing with the meaning of communication in the company, specifically marketing communication with a focus on direct marketing in the retail - was executed to fulfil the objectives of the article. Results from a questionnaire survey that examined the influence of spatial data on the purchasing behaviour of customers in Ústí nad Labem - City will be used as primary data. Survey results indicate the fact that it was necessary to collect spatial data on the segment. A selected market was examined in the questionnaire survey mainly in terms of geography and demography and impact of these criteria on the leaflet distribution process application. Geographical segmentation provided information on the spatial distribution of retail shops in the city. Socio-demographic segmentation offered information about age, gender, status, and education of customers who shop in the supermarkets.
Czech name
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Czech description
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Classification
Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Acta Universitatis Bohemiae Meridionales
ISSN
2336-4297
e-ISSN
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Volume of the periodical
19
Issue of the periodical within the volume
1
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
10
Pages from-to
20-29
UT code for WoS article
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EID of the result in the Scopus database
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