The aim of this work is to perform a segmentation of the Czech telecommunications market at the household level. Segmentation variables are selected according to the factors and concepts described in the theoretical part of the work. The first step of the practical part of the work is the analysis of the Czech telecommunications market. Market analysis is followed by selection and recoding of segmentation variables. Subsequently, cluster analysis was applied. The last step is the development of ... zobrazit celý abstraktThe aim of this work is to perform a segmentation of the Czech telecommunications market at the household level. Segmentation variables are selected according to the factors and concepts described in the theoretical part of the work. The first step of the practical part of the work is the analysis of the Czech telecommunications market. Market analysis is followed by selection and recoding of segmentation variables. Subsequently, cluster analysis was applied. The last step is the development of the profile of the individual segments. The result of the work is a segment portfolio of customers of a selected telecommunications company, which provides a detailed view of the diverse characteristics of the Czech population. |