The Product Policy Perception by the Specific Segment "Singles" in the Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F14%3A%230002768" target="_blank" >RIV/47813059:19520/14:#0002768 - 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
The Product Policy Perception by the Specific Segment "Singles" in the Czech Republic
Original language description
The article deals with consumer behavior of specific target group "Singles" in the Czech Republic with emphasis on product policy and brand importance. The aim of the article is to assess the significance and market potential of this segment, as well ascreate a description of this segment by proposing adequate marketing approaches. Paper determinates the theoretical concept of segmentation in the introductory section. Then in the context of orientation analysis the available foreign and domestic secondary information regarding the issues of "singles" have been analysed. The major part of paper is devoted to primary marketing research. For purpose of collecting data, the method of questioning (combination of off-line and on-line approach) was chosen with the use of social networks. The questionnaire was given to 390 respondents living in the Czech Republic. The data were analysed by Statistical Package for the Social Sciences software. The sub-segments of the target group have been for
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
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings from IX. International Conference on Applied Business Research ICABR 2014
ISBN
978-80-7509-223-6
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
624-632
Publisher name
Mendelova univerzita
Place of publication
Brno
Event location
Talca, Chile
Event date
Oct 6, 2014
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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