The Product Policy Perception by the Specific Segment "Singles" in the Czech Republic

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The Product Policy Perception by the Specific Segment "Singles" in the Czech Republic

Popis výsledku v původním jazyce

The article deals with consumer behavior of specific target group "Singles" in the Czech Republic with emphasis on product policy and brand importance. The aim of the article is to assess the significance and market potential of this segment, as well ascreate a description of this segment by proposing adequate marketing approaches. Paper determinates the theoretical concept of segmentation in the introductory section. Then in the context of orientation analysis the available foreign and domestic secondary information regarding the issues of "singles" have been analysed. 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 Czech Republic. The data were analysed by Statistical Package for the Social Sciences software. The sub-segments of the target group have been for

Název v anglickém jazyce

The Product Policy Perception by the Specific Segment "Singles" in the Czech Republic

Popis výsledku anglicky

The article deals with consumer behavior of specific target group "Singles" in the Czech Republic with emphasis on product policy and brand importance. The aim of the article is to assess the significance and market potential of this segment, as well ascreate a description of this segment by proposing adequate marketing approaches. Paper determinates the theoretical concept of segmentation in the introductory section. Then in the context of orientation analysis the available foreign and domestic secondary information regarding the issues of "singles" have been analysed. 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 Czech Republic. The data were analysed by Statistical Package for the Social Sciences software. The sub-segments of the target group have been for

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

2014

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings from IX. International Conference on Applied Business Research ICABR 2014

ISBN

978-80-7509-223-6

ISSN

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e-ISSN

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Počet stran výsledku

9

Strana od-do

624-632

Název nakladatele

Mendelova univerzita

Místo vydání

Brno

Místo konání akce

Talca, Chile

Datum konání akce

6. 10. 2014

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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