Segmentace zákazníků a její implementace do marketingové komunikace na sociálních sítích ve společnosti Filbec

This bachelor's thesis deals with customer segmentation at Filbec, a company operating in the home water filtration market, and the implementation of its findings into social media marketing communication. The theoretical part defines the concepts of market segmentation, consumer behaviour, and the specifics of social media marketing. The practical part is based on a primary questionnaire survey involving 386 respondents and an analysis of the company's customer database. Based on the research, four customer segments were identified: Families and Mainstream, Health-Sensitive, Eco and Young, and Lifestyle and Design. Through four tested hypotheses, it was found that the key decision-making factor is the health safety of water (97% of respondents) and the credibility of certifications (88%), rather than price or product design. The Families and Mainstream segment, accounting for 80% of the customer base, was identified as the key segment. The proposal section of the thesis presents a concrete social media marketing communication strategy targeting this segment, including recommendations for content strategy, tone of voice, and campaign performance measurement.