Market Segmantation and Analysis of Customer Behaviour

Bc. Ekaterina Mochalova

Master's thesis

Abstract:

This diploma thesis explores the use of market segmentation as a tool for improving customer satisfaction by critically analyzing the value and importance of segmentation and the role it plays in any market environment, the different variables and bases used to segment market and provide a framework for exemplifying how market segmentation can determine the right target customers. The theoretical part of this work explains the basic terms related to the topic such as a general overview of segmentation, basic terms in regards to marketing practices and aspects including marketing segmentation, segmentation criteria, planning strategy of segmentation and buyers’ behavior issues that are later employed in a practical part of the document. The practical part is focused on strategies, which are applicable for existing products. The practical part identifies characterization of selected marketing methods, information about its usage on practice, measuring and evaluation of detected data in selected markets and customers’ behavior in the chosen spheres. In the final part, the author will summarize the whole research process and its outcomes.

Abstract:

This diploma thesis explores the use of market segmentation as a tool for improving customer satisfaction by critically analyzing the value and importance of segmentation and the role it plays in any market environment, the different variables and bases used to segment market and provide a framework for exemplifying how market segmentation can determine the right target customers. The theoretical part of this work explains the basic terms related to the topic such as a general overview of segmentation, basic terms in regards to marketing practices and aspects including marketing segmentation, segmentation criteria, planning strategy of segmentation and buyers’ behavior issues that are later employed in a practical part of the document. The practical part is focused on strategies, which are applicable for existing products. The practical part identifies characterization of selected marketing methods, information about its usage on practice, measuring and evaluation of detected data in selected markets and customers’ behavior in the chosen spheres. In the final part, the author will summarize the whole research process and its outcomes.

Keywords

Market, market segmentation, target, brand, positioning, customer behavior, survey

Language used: English

Date on which the thesis was submitted / produced: 3. 5. 2017

Thesis defence

• Date of defence: 25. 8. 2017
• Supervisor: Ing. Jiří Šnajdar
• Reader: Ing. Helena Pleskotová

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication