SEGMENTING OF CZECH MILLENNIALS BY CHOSEN FACTORS IN RELATION TO MOBILE PHONE USAGE BEHAVIOUR
SEGMENTING OF CZECH MILLENNIALS BY CHOSEN FACTORS IN RELATION TO MOBILE PHONE USAGE BEHAVIOUR

Summary/Abstract: For the purpose of choosing the appropriate tools of marketing communications the company needs to collect, analyse and interpret the data about its customers. It is not enough to collect just geographic or demographic data anymore, it is necessary to accumulate also the psychographic and behavioural ones. According to these data the companies can segment their customers to groups, so they can find out, what segment or segments are suitable for them to serve. Based on the remuneration and size of the Millennials generation this study is focused on this segment. They are segmenting on the basis of chosen demographic factors, like gender, age and education and psychographic factors, like optimism, rationality, traditionality and healthy lifestyle. The Chi-Square test was used to find relations among investigated variables and cluster analysis was used for segmenting the Millennials. Two clusters of this segment were created, what can help the companies to better understand of this specific segment of consumers.

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