The paper deals with segmentation and the marketing potential of the significant target age\ngroup 50+, which is currently a strong market power and the motive of a new marketing\ndirection in the Czech Republic, a pensioner marketing. The paper determinates the basic\nproblem areas as well as the definition of segmentation, segmentation criteria, segmentation\nprocess and methods and techniques. Further, the Czech population aging issue was identified.\nThe four subsegments of the target group 50 ââ?¬â?? 60 years were formed, characterized and named\non the basis of cluster analysis (data processed in analytical program SPSS). These subsegments\nhave got the same demographic, socio-economic and consumer features inside. And at the same\ntime these subsegments are highly dissimilar in comparison with each other. Suitable marketing\nprograms for created subsegments in this determined target group were proposed.
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