Specific customer groups, and their byuing behaviour in the Czech Republic

This doctoral thesis investigates "gay marketing" as a phenomena in the environment of the Czech Republic market. Gay marketing here is understood in a broad way, as: any activities of companies towards addressing specifically homosexual consumers. The main question of the thesis is if the trend of specifically addressing homosexual consumers can and will come to the Czech market. The goal of the thesis is to recognize consumer behavior of Czech homosexuals, and based on that to find out the specificities of that consumer segment. To be able to meet the ultimate goal, the research and analysis were covering also: analysis of existing literature on that topic, comparison of the homosexuals' consumer behavior with consumer behavior of general Czech population, approach of Czech companies towards "gay marketing" and analysis of Czech press targeting homosexuals.