Specific customer groups, and their byuing behaviour in the Czech Republic
Thesis title: | Specifické skupiny spotřebitelů,jejich spotřební chování v České republice |
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Author: | Magott, Marta |
Thesis type: | Disertační práce |
Supervisor: | Koudelka, Jan |
Opponents: | Bártová, Hilda; Stěpanovič, Boris |
Thesis language: | Česky |
Abstract: | Tato disertační práce se zabývá otázkou, zda trend specifického zaměření na homosexuálního spotřebitele může přijít do České republiky, zda spotřební chování homosexuálů je opravdu odlišné od průměru české populace. Americké studie a firmy propagující "gay marketing" uvádějí mnoho odlišných znaků homosexuálních spotřebitelů, které jsou společné pro většinu homosexuálů. Stereotypně znějící fráze, že homosexuálové se jako spotřebitelé zaměřují na značkové výrobky nebo že se homosexuální muži více zajímají o módu a kosmetiku a aktivněji tráví volný čas, budou v primárním výzkumu českých homosexuálních spotřebitelů buď vyvráceny, nebo potvrzeny, stejně jako mnoho dalších závěrů amerických studií na téma: homosexuální spotřebitelé (viz hypotézy stanovené pro výzkum primárních dat). |
Keywords: | gay marketing; homosexuální spotřebitele; spotřební chování |
Thesis title: | Specific customer groups, and their byuing behaviour in the Czech Republic |
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Author: | Magott, Marta |
Thesis type: | Dissertation thesis |
Supervisor: | Koudelka, Jan |
Opponents: | Bártová, Hilda; Stěpanovič, Boris |
Thesis language: | Česky |
Abstract: | 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. |
Keywords: | homosexual consumers; buying behaviour; gay marketing |
Information about study
Study programme: | Ekonomika a management/Podniková ekonomika a management |
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Type of study programme: | Doktorský studijní program |
Assigned degree: | Ph.D. |
Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
Faculty: | Faculty of Business Administration |
Department: | Department of Marketing |
Information on submission and defense
Date of assignment: | 15. 3. 2007 |
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Date of submission: | 7. 4. 2010 |
Date of defense: | 18. 5. 2010 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/25736/podrobnosti |
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