| Attributes | Values |
|---|
| rdf:type
| |
| Description
| - The article deals with consumer behavior of specific target group %22Singles%22 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 as create 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 %22singles%22 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 med, and characterized on the basis of cluster analysis (data processed in analytical program SPSS). This paper describes only a partial output of the primary marketing research with focus on the brand and product policy importance for the defined segment. Generally, it can be said that this segment buys first of all food, then clothing and fashion accessories, dry goods, books and magazines. In the financial services sector, the typical demand is for financial products such as current account, pension insurance, building savings and life insurance. There are also remarkable findings in the area of tourism. This segment goes on holidays 2-3 times a year, prefers foreign destinations and the willingness to pay for the holidays is not too significant (approximately 500 euros). The brand is essential especially in connection with product categories such as electronics, cosmetics and food products. Finally, paper tries to determine suitable marketing recommendations in the area of produ
- The article deals with consumer behavior of specific target group %22Singles%22 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 as create 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 %22singles%22 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 med, and characterized on the basis of cluster analysis (data processed in analytical program SPSS). This paper describes only a partial output of the primary marketing research with focus on the brand and product policy importance for the defined segment. Generally, it can be said that this segment buys first of all food, then clothing and fashion accessories, dry goods, books and magazines. In the financial services sector, the typical demand is for financial products such as current account, pension insurance, building savings and life insurance. There are also remarkable findings in the area of tourism. This segment goes on holidays 2-3 times a year, prefers foreign destinations and the willingness to pay for the holidays is not too significant (approximately 500 euros). The brand is essential especially in connection with product categories such as electronics, cosmetics and food products. Finally, paper tries to determine suitable marketing recommendations in the area of produ (en)
|
| Title
| - The Product Policy Perception by the Specific Segment %22Singles%22 in the Czech Republic
- The Product Policy Perception by the Specific Segment %22Singles%22 in the Czech Republic (en)
|
| skos:prefLabel
| - The Product Policy Perception by the Specific Segment %22Singles%22 in the Czech Republic
- The Product Policy Perception by the Specific Segment %22Singles%22 in the Czech Republic (en)
|
| skos:notation
| - RIV/47813059:19520/14:#0002768!RIV15-MSM-19520___
|
| http://linked.open...avai/riv/aktivita
| |
| http://linked.open...avai/riv/aktivity
| |
| http://linked.open...vai/riv/dodaniDat
| |
| http://linked.open...aciTvurceVysledku
| |
| http://linked.open.../riv/druhVysledku
| |
| http://linked.open...iv/duvernostUdaju
| |
| http://linked.open...titaPredkladatele
| |
| http://linked.open...dnocenehoVysledku
| |
| http://linked.open...ai/riv/idVysledku
| - RIV/47813059:19520/14:#0002768
|
| http://linked.open...riv/jazykVysledku
| |
| http://linked.open.../riv/klicovaSlova
| - brand; cluster analysis; marketing mix; marketing potential; marketing research; primary and secondary information; product policy; segmentation; singles (en)
|
| http://linked.open.../riv/klicoveSlovo
| |
| http://linked.open...ontrolniKodProRIV
| |
| http://linked.open...v/mistoKonaniAkce
| |
| http://linked.open...i/riv/mistoVydani
| |
| http://linked.open...i/riv/nazevZdroje
| - Proceedings from IX. International Conference on Applied Business Research ICABR 2014
|
| http://linked.open...in/vavai/riv/obor
| |
| http://linked.open...ichTvurcuVysledku
| |
| http://linked.open...cetTvurcuVysledku
| |
| http://linked.open...UplatneniVysledku
| |
| http://linked.open...iv/tvurceVysledku
| - MATUŠÍNSKÁ, Kateřina
- KLEPEK, Martin
|
| http://linked.open...vavai/riv/typAkce
| |
| http://linked.open.../riv/zahajeniAkce
| |
| number of pages
| |
| http://purl.org/ne...btex#hasPublisher
| - Mendelova zemědělská a lesnická univerzita v Brně
|
| https://schema.org/isbn
| |
| http://localhost/t...ganizacniJednotka
| |
![[RDF Data]](/fct/images/sw-rdf-blue.png)
![[cxml]](/fct/images/cxml_doc.png)
![[csv]](/fct/images/csv_doc.png)
![[text]](/fct/images/ntriples_doc.png)
![[turtle]](/fct/images/n3turtle_doc.png)
![[ld+json]](/fct/images/jsonld_doc.png)
![[rdf+json]](/fct/images/json_doc.png)
![[rdf+xml]](/fct/images/xml_doc.png)
![[atom+xml]](/fct/images/atom_doc.png)
![[html]](/fct/images/html_doc.png)