Singles in Czech Republic as a Specific Market Segment in Financial Services Marketing

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

Singles in Czech Republic as a Specific Market Segment in Financial Services Marketing

Popis výsledku v původním jazyce

The segment "Singles" could be said as the strong market power. With continuously rising importance for marketing managers in companies providing financial services it can have a crucial business potential for financial business units. The objective of this paper is to provide readers the description of partial output of the primary marketing research with focus on marketing of financial services for the defined segment. Paper determinates the basic problem areas as well as definition of the segment singles, financial services marketing, defining the primary research problem and primary research methodology. Results showed high popularity of pension plans, building savings and life insurance among the studied segment. Furthermore the average number ofutilized financial product has been detected as well as tendency of consumers to purchase more products as their income raises till certain saturation. The research analysis disclosed different usage of financial products based on gender

Název v anglickém jazyce

Singles in Czech Republic as a Specific Market Segment in Financial Services Marketing

Popis výsledku anglicky

The segment "Singles" could be said as the strong market power. With continuously rising importance for marketing managers in companies providing financial services it can have a crucial business potential for financial business units. The objective of this paper is to provide readers the description of partial output of the primary marketing research with focus on marketing of financial services for the defined segment. Paper determinates the basic problem areas as well as definition of the segment singles, financial services marketing, defining the primary research problem and primary research methodology. Results showed high popularity of pension plans, building savings and life insurance among the studied segment. Furthermore the average number ofutilized financial product has been detected as well as tendency of consumers to purchase more products as their income raises till certain saturation. The research analysis disclosed different usage of financial products based on gender

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

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název statě ve sborníku

Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth

ISBN

978-0-9860419-4-5

ISSN

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e-ISSN

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Počet stran výsledku

7

Strana od-do

2210-2216

Název nakladatele

International Business Information Management Association

Místo vydání

Neuvedeno

Místo konání akce

Amsterdam, Nizozemí

Datum konání akce

7. 5. 2015

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

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