BRACINÍKOVÁ, Veronika a Kateřina MATUŠÍNSKÁ. Segmenting of Czech Millenials by chosen factors in relation to mobile phone usage behaviour. Online. In Prof. Ing. Alená Kusá, PhD., Prof. Ing. Anna Zaušková, PhD., Mgr. Zuzana Bučková, PhD. Conference Proceedings from International Scientific Conference Marketing Identity 2019 – Offline is the new online. Trnava: Fakulta masmediálnej komunikácie UCM, 2019, s. 439-454. ISBN 978-80-572-0038-3.
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Základní údaje
Originální název Segmenting of Czech Millenials by chosen factors in relation to mobile phone usage behaviour
Autoři BRACINÍKOVÁ, Veronika (703 Slovensko, domácí) a Kateřina MATUŠÍNSKÁ (203 Česká republika, domácí).
Vydání Trnava, Conference Proceedings from International Scientific Conference Marketing Identity 2019 – Offline is the new online, od s. 439-454, 16 s. 2019.
Nakladatel Fakulta masmediálnej komunikácie UCM
Další údaje
Originální jazyk angličtina
Typ výsledku Stať ve sborníku
Obor 50204 Business and management
Stát vydavatele Slovensko
Utajení není předmětem státního či obchodního tajemství
Forma vydání elektronická verze "online"
WWW URL
Kód RIV RIV/47813059:19520/19:A0000102
Organizační jednotka Obchodně podnikatelská fakulta v Karviné
ISBN 978-80-572-0038-3
Klíčová slova anglicky Consumer Behaviour; Demographic Segmentation Criteria; Millennials; Mobile Usage; Psychographic Segmentation Criteria; Segmentation
Změnil Změnila: Ing. Kateřina Matušínská, Ph.D., učo 21353. Změněno: 28. 2. 2020 19:30.
Anotace
For the purpose of choosing the appropriate tools of marketing communications the company needs to collect, analyse and interpret the data about its customers. It is not enough to collect just geographic or demographic data anymore, it is necessary to accumulate also the psychographic and behavioural ones. According to these data the companies can segment their customers to groups, so they can find out, what segment or segments are suitable for them to serve. Based on the remuneration and size of the Millennials generation this study is focused on this segment. They are segmenting on the basis of chosen demographic factors, like gender, age and education and psychographic factors, like optimism, rationality, traditionality and healthy lifestyle. The Chi-Square test was used to find relations among investigated variables and cluster analysis was used for segmenting the Millennials. Two clusters of this segment were created, what can help the companies to better understand of this specific segment of consumers.
VytisknoutZobrazeno: 26. 4. 2024 13:57