Ageing and Society
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F14%3A43871763" target="_blank" >RIV/70883521:28120/14:43871763 - 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
Ageing and Society
Original language description
The main aim of this study was to discover whether Czech companies providing leisure activities create specific marketing communication campaigns to target the segment of the population over age 55. Also to be ascertained was the level of interest of Czech companies in this societal segment and if they offer some of their products (services) to these customers. The second aim of this study was to identify what kinds of marketing communication tools they use. Results were found by analysing primary dataobtained through an online research questionnaire distributed among Czech companies in 2014. The results show that Czech companies offer products (services) for this segment, but they do not design specific marketing communication campaigns to target this segment.
Czech name
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Czech description
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Classification
Type
O - Miscellaneous
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů