Scholarly record
PURCHASING HABITS OF SPECIFIC TARGET GROUP „CZECH SINGLES“ WITH EMPHASIS ON THE DISTRIBUTION CHANNELS
Abstract
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 group have been formed, characterized and named 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 purchasing habits and the use of distribution channels for the defined segment. Generally, it can be said that the goal of marketing research was to evaluate the behaviour of Czech singles in the following areas: tailor-made products, healthy lifestyle, physical environment, distribution channels, the phenomenon of time, branded and domestic goods preferences. Finally, paper determines suitable marketing recommendations in the area of distribution policy, which could be put into practice.
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