Purchasing Habits of Specific Target Group"Czech Singles" with emphasis on the distribution Channels

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F15%3A%230003631" target="_blank" >RIV/47813059:19520/15:#0003631 - 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
Purchasing Habits of Specific Target Group"Czech Singles" with emphasis on the distribution Channels
Original language description
The article deals with purchasing habits of specific target group "Czech Singles" in the Czech Republic. The aim of the article is to assess the significance and market potential of this segment, as well as create a complete description of this segment by proposing adequate marketing approaches with emphasis on distribution channels. Typology of "Singles" has not been yet well defined and foreign research outputs differ in certain aspects. Paper determinates the theoretical concept of consumer buying behaviour and distribution policy in the introductory section. 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 three largest cities in the Czech Republic. The data were analysed by Statistical Package for the Social Sciences software. The sub-segments of the target
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
2nd International Multidisciplinary Scientific Conference on Social Sciences @ Arts SGEM 2015
ISBN
978-619-7105-48-3
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
691-698
Publisher name
Neuvedeno
Place of publication
Sofia, Bulharsko
Event location
Albena, Bulharsko
Event date
Aug 26, 2015
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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