Abstract
The paper deals with segmentation and the marketing potential of the significant target age group 50+, which is currently a strong market power and the motive of a new marketing direction in the Czech Republic, a pensioner marketing. The paper determinates the basic problem areas as well as the definition of segmentation, segmentation criteria, segmentation process and methods and techniques. Further, the Czech population aging issue was identified. The four subsegments of the target group 50-60 years were formed, characterized and named on the basis of cluster analysis (data processed in analytical program SPSS). These subsegments have got the same demographic, socio-economic and consumer features inside. And at the same time these subsegments are highly dissimilar in comparison with each other. Suitable marketing programs for created subsegments in this determined target group were proposed.
Highlights
The company success in the market depends on a clear definition of the target group
The paper deals with segmentation and the marketing potential of the significant target age group 50+, which is currently a strong market power and the motive of a new marketing direction in the Czech Republic, a pensioner marketing
This paper focuses on the segmentation and marketing potential of the specific and significant target group of the population 50+, which could be a goldmine for companies which are planning to target pensioners in the near future
Summary
The company success in the market depends on a clear definition of the target group It may be current or potential users of the product or brand, individuals or peoples groups who decide on a purchase. This paper focuses on the segmentation and marketing potential of the specific and significant target group of the population 50+, which could be a goldmine for companies which are planning to target pensioners in the near future. This fact could be the impulse of the new marketing tendency formation – marketing of „grey markets“
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