Pensioner as a customer in the Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F13%3A%230002286" target="_blank" >RIV/47813059:19520/13:#0002286 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Pensioner as a customer in the Czech Republic
Original language description
The paper deals with segmentation and marketing potential of significant target age group 50+, which is currently strong market power and the motive of a new marketing direction in the Czech Republic, a pensioner marketing. Paper determinates the basic problem areas as well as definition of segmentation, segmentation criteria, segmentation process and methods and techniques. Further, the Czech population aging issue was identified. The four subsegments of target group 50 - 60 years were formed, characterized and named on the basis of cluster analysis (data processed in analytical program SPSS). These subsegments have got the same demographic, socio-economic and consumer features inside. And at the same time these subsegments are highly dissimilar in comparison with each other. Suitable marketing programs for created subsegments in this determined target group were proposed.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Creating Global Competitive Economies, 2020 Vision Planning and Implementation
ISBN
978-0-9860419-1-4
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
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Publisher name
IBIMA
Place of publication
Norristown, USA
Event location
Řím
Event date
Nov 13, 2013
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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