Segmentace spotřebitelů esportu v České republice

The aim of this thesis is to uncover esports consumer segments in the Czech Republic based on their gaming experiences, esports content viewing and their lifestyle. Another objective of the thesis is to recommend appropriate marketing strategies to reach these uncovered segments. The theoretical part of the thesis is devoted to a literature search for the topics of esports, esports environment, esports consumer segmentation and esports sponsorship. The segmentation of Czech esport consumers was carried out in the practical part of the thesis based on the analysis of data obtained through primary quantitative research in the form of a questionnaire survey. It resulted in the discovery of five segments of esports consumers in the Czech Republic. The main contribution of this thesis lies in uncovering the segments of Czech esport consumers and making recommendations to companies that are considering entering the esport market or are already present on it and would like to make their marketing strategies more effective. The recommendations will help them to create an effective marketing strategy targeted at these consumers according to their specific characteristics and needs. The thesis is also a possible basis for their future segmentation.