BRACINÍKOVÁ, Veronika and 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, p. 439-454. ISBN 978-80-572-0038-3.
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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
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Slovakia
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW URL
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
Changed by Changed by: Ing. Kateřina Matušínská, Ph.D., učo 21353. Changed: 28/2/2020 19:30.
Abstract
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.
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