Pensioner as a customer in the Czech Republic

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F13%3A%230002286" target="_blank" >RIV/47813059:19520/13:#0002286 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Pensioner as a customer in the Czech Republic

Popis výsledku v původním jazyce

The paper deals with segmentation and marketing potential of significant target age group 50+, which is currently strong market power and the motive of a new marketing direction in the Czech Republic, a pensioner marketing. Paper determinates the basic problem areas as well as definition of segmentation, segmentation criteria, segmentation process and methods and techniques. Further, the Czech population aging issue was identified. The four subsegments of target group 50 - 60 years were 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.

Název v anglickém jazyce

Pensioner as a customer in the Czech Republic

Popis výsledku anglicky

The paper deals with segmentation and marketing potential of significant target age group 50+, which is currently strong market power and the motive of a new marketing direction in the Czech Republic, a pensioner marketing. Paper determinates the basic problem areas as well as definition of segmentation, segmentation criteria, segmentation process and methods and techniques. Further, the Czech population aging issue was identified. The four subsegments of target group 50 - 60 years were 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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Creating Global Competitive Economies, 2020 Vision Planning and Implementation

ISBN

978-0-9860419-1-4

ISSN

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e-ISSN

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Počet stran výsledku

8

Strana od-do

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Název nakladatele

IBIMA

Místo vydání

Norristown, USA

Místo konání akce

Řím

Datum konání akce

13. 11. 2013

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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