The aim of thesis is to evaluate how elder people (seniors) perceive the product offer on the Czech market and the marketing activities of Czech companies. The thesis is focused on the seniors characteristics and specific features of their consumer behavior. The thesis is divided into two major parts: a theoretical and a practical one. The theoretical part is principally dedicated to reviewing basic marketing concepts and procedures for market segmentation and also to factors that affect it. There are mentioned few basic types of segmentation as well as the criteria commonly used for market segmentation. A separate chapter is devoted to a consumer and the factors that influence consumer's purchase decisions. The practical part is focused particularly on the specific features of the Czech consumer and the charakcteristics of the elder consumers. A chapter is devoted not only to statistical data of demographic and socio-economic nature, but also to characteristics of the elder people in terms of sociological perspective. The final part is devoted to the analysis of senior's purchase decision making, arising from the results of the interview survey, and to senior's opinions about marketing and a product offer on the Czech market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:197097 |
| Date | January 2012 |
| Creators | Antalíková, Eva |
| Contributors | Zeman, Jiří, Filipová, Alena |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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