Segmentace trhu nehtových salónů

The aim of this thesis is to reveal and develop the segments of the nail salon market and to formulate marketing recommendations to effectively reach these segments. The theoretical part of the thesis focuses on the definition of services and their description along with the specifics of service marketing. Subsequently, the concept of consumer behavior and segmentation was introduced, including the process itself and its methods. The theoretical part is ended by introducing nail salons and outlining the possible segmentation in this market. The practical part is introduced by presenting the methods used in the thesis. Subsequently, the process of uncovering a total of four segments in the nail salon market based on MML-TGI secondary data is described. Through contingency and correspondence analysis, multivariate scaling, descriptive statistics and MCART analysis, a profile of each segment was constructed. This was subsequently expanded to consumer behavior in nail salons through primary data collection and analysis, which was approached through semi-structured interviews and thematic analysis. Based on the results of the primary and secondary data analysis, recommendations are written to effectively reach the nail salon segments. However, such recommendations could only be made for two of the four segments revealed due to the lack of significance of the revealed characteristics of the Authentic Individuals and Individualists segments.