Marketing Approach to Consumers 50+ in the Czech Republic
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F15%3A%230003599" target="_blank" >RIV/47813059:19520/15:#0003599 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Marketing Approach to Consumers 50+ in the Czech Republic
Original language description
The paper deals with segmentation and the marketing potential of the significant target age group 50+, which is currently a strong market power and the motive of a new marketing direction in the Czech Republic, a pensioner marketing. The paper determinates the basic problem areas as well as the definition of segmentation, segmentation criteria, segmentation process and methods and techniques. Further, the Czech population aging issue was identified. The four subsegments of the target group 50 - 60 yearswere 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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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
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Journal of Marketing Research @ Case Studies
ISSN
2165-7009
e-ISSN
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Volume of the periodical
2015
Issue of the periodical within the volume
1
Country of publishing house
US - UNITED STATES
Number of pages
9
Pages from-to
1-9
UT code for WoS article
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EID of the result in the Scopus database
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