Purchasing Habits of Specific Target Group"Czech Singles" with emphasis on the distribution Channels

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

Purchasing Habits of Specific Target Group"Czech Singles" with emphasis on the distribution Channels

Popis výsledku v původním jazyce

The article deals with purchasing habits of specific target group "Czech Singles" in the Czech Republic. The aim of the article is to assess the significance and market potential of this segment, as well as create a complete description of this segment by proposing adequate marketing approaches with emphasis on distribution channels. Typology of "Singles" has not been yet well defined and foreign research outputs differ in certain aspects. Paper determinates the theoretical concept of consumer buying behaviour and distribution policy in the introductory section. 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 three largest cities in the Czech Republic. The data were analysed by Statistical Package for the Social Sciences software. The sub-segments of the target

Název v anglickém jazyce

Purchasing Habits of Specific Target Group"Czech Singles" with emphasis on the distribution Channels

Popis výsledku anglicky

The article deals with purchasing habits of specific target group "Czech Singles" in the Czech Republic. The aim of the article is to assess the significance and market potential of this segment, as well as create a complete description of this segment by proposing adequate marketing approaches with emphasis on distribution channels. Typology of "Singles" has not been yet well defined and foreign research outputs differ in certain aspects. Paper determinates the theoretical concept of consumer buying behaviour and distribution policy in the introductory section. 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 three largest cities in the Czech Republic. The data were analysed by Statistical Package for the Social Sciences software. The sub-segments of the target

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

2nd International Multidisciplinary Scientific Conference on Social Sciences @ Arts SGEM 2015

ISBN

978-619-7105-48-3

ISSN

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e-ISSN

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Počet stran výsledku

8

Strana od-do

691-698

Název nakladatele

Neuvedeno

Místo vydání

Sofia, Bulharsko

Místo konání akce

Albena, Bulharsko

Datum konání akce

26. 8. 2015

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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