The thesis deals with the apprehension of homogeneity and heterogeneity of the senior consumer market and their impact on marketing. The thesis is mapping specification and characterization of the lifestyle and consumer behavior of the 55+ generation in the Czech Republic. It aims to determine the marketing potential of the target group. Typical views of elderly people in terms of the society and companies are based on analysis of MML-TGI data, secondary data research and own primary data using both qualitative and quantitative market research methodologies. Primary data are acquired by the face-to-face and on-line questioning, and carrying out through individual depth interviews. The marketing approach for seniors is recommended on the base of findings and conclusions resulting from both -- the methodological and analytical part of the thesis.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:77793 |
| Date | January 2010 |
| Creators | Těžká, Anna |
| Contributors | Koudelka, Jan, Zamazalová, Marcela |
| 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 |
Page generated in 0.0074 seconds