Segmenting of Czech Millenials by chosen factors in relation to mobile phone usage behaviour

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F19%3AA0000102" target="_blank" >RIV/47813059:19520/19:A0000102 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
Segmenting of Czech Millenials by chosen factors in relation to mobile phone usage behaviour
Original language description
For the purpose of choosing the appropriate tools of marketing communications the company needs to collect, analyse and interpret the data about its customers. It is not enough to collect just geographic or demographic data anymore, it is necessary to accumulate also the psychographic and behavioural ones. According to these data the companies can segment their customers to groups, so they can find out, what segment or segments are suitable for them to serve. Based on the remuneration and size of the Millennials generation this study is focused on this segment. They are segmenting on the basis of chosen demographic factors, like gender, age and education and psychographic factors, like optimism, rationality, traditionality and healthy lifestyle. The Chi-Square test was used to find relations among investigated variables and cluster analysis was used for segmenting the Millennials. Two clusters of this segment were created, what can help the companies to better understand of this specific segment of consumers.
Czech name
—
Czech description
—

Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings from International Scientific Conference Marketing Identity 2019 – Offline is the new online
ISBN
9788057200383
ISSN
—
e-ISSN
—
Number of pages
16
Pages from-to
439-454
Publisher name
Fakulta masmediálnej komunikácie UCM
Place of publication
Trnava
Event location
Smolenice
Event date
Nov 5, 2019
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
—

Similar results(10)