Segmentace hypotečního trhu

This thesis deals with the segmentation of mortgage market in the Czech Republic. The aim of the thesis is to uncover segments in the mortgage market and to develop them. Another aim is to propose an orientation of marketing communication for segments uncovered on the basis of secondary data and to propose a marketing approach for segments uncovered on the basis of primary data. The thesis is divided into theoretical, methodical and practical parts. The practical part contains three segmentations. The first one works with the target group of respondents who have a mortgage loan, and the second one works with the target group of respondents who are still planning a mortgage loan. These segmentations are performed using MML-TGI secondary data with the help of Data Analyzer software, in which factor analysis, cluster analysis, multivariate scaling, correspondence analysis, contingency tables and descriptive statistics were used. The third segmentation is then based on the primary data collected using the CAWI method (n = 203). In total, 13 segments were uncovered, which are described in more detail in the paper. In the case of segments uncovered on the basis of secondary data, an orientation of marketing communication was also proposed and in the case of segments uncovered on the basis of primary data, a marketing approach was proposed.