Segmentace automobilového trhu

The aim of this thesis is to uncover segments on the automotive market. We start off with the theoretical part introducing the issue of the segmentation and linking the process with other follow-up steps of targeting and positioning. After the issue has been introduced we move on to the methodical part that explains used analyses and their function. As soon as we have finished the theoretical part the practical part that connects the research part with the subsequent brand building follows. The Segmentation is based on life values and monitors how each group divides itself due to their consumer habits. Life-based segmentation is carried out through secondary research, conducted from the MML-TGI database. In this part of the research, factor analysis, cluster analysis, MCART analysis, correspondence analysis and descriptive statistics are used. In order to get a better understanding of the most suitable segment, there is also a primary qualitative research, which further examines consumer preferences and attitudes. Research is conducted to determine the suitability of the new brand's product on the car market.