D 2019

Segmenting of Czech Millenials by chosen factors in relation to mobile phone usage behaviour

BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ

Basic information

Original name

Segmenting of Czech Millenials by chosen factors in relation to mobile phone usage behaviour

Authors

BRACINÍKOVÁ, Veronika (703 Slovakia, belonging to the institution) and Kateřina MATUŠÍNSKÁ (203 Czech Republic, belonging to the institution)

Edition

Trnava, Conference Proceedings from International Scientific Conference Marketing Identity 2019 – Offline is the new online, p. 439-454, 16 pp. 2019

Publisher

Fakulta masmediálnej komunikácie UCM

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50204 Business and management

Country of publisher

Slovakia

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

electronic version available online

References:

RIV identification code

RIV/47813059:19520/19:A0000102

Organization unit

School of Business Administration in Karvina

ISBN

978-80-572-0038-3

Keywords in English

Consumer Behaviour; Demographic Segmentation Criteria; Millennials; Mobile Usage; Psychographic Segmentation Criteria; Segmentation
Změněno: 28/2/2020 19:30, Ing. Kateřina Matušínská, Ph.D.

Abstract

V originále

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.