Segmentace bankovního trhu v České republice

The purpose of my master’s thesis is to identify various segments of banking clients over fifteen years old in the Czech Republic in the retail market using the appropriate combination of variables, which will fulfil the conditions of internal homogeneity and external heterogeneity, describe these segments and propose a suitable marketing approach to address them. The theoretical part defines the concepts, phases and methods of market segmentation and consumer behaviour, and describes the banking retail market in the Czech Republic. In the first half of the practical part, based on the secondary data and the performed analyses, a total of five segments are uncovered. Several multivariate statistics analyses are used to uncover segments and develop their profile, including factor analysis, cluster analysis, general analysis, contingency analysis, correspondence analysis, multivariate scaling, and descriptive statistics. In the second half of the practical part, based on the primary data and the performed analyses, a total of four segments are uncovered. Three multivariate statistics analyses are used to uncover segments and develop their profile, including factor analysis, cluster analysis and contingency analysis.