The first step of the hierarchical approach to the international market segmentation is described and demonstrated in this master's thesis. The theoretical part that covers the methodology, statistical background and secondary data sources is followed by the illustration of cluster analysis. The outcome is the division of thirty European countries into five segments with respect to the post-productive population. The formed segments are then characterised and interpreted. Their usability is shown in three challenges in the European Year of 2012, which is dedicated to Active Ageing.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73926 |
| Date | January 2010 |
| Creators | Rudá, Eliška |
| Contributors | Vošta, Milan, Kašpar, Václav |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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