This thesis focuses on the segmentation of the wine market in the Czech Republic. The main objective of the thesis is to reveal the consumer segments of this market, to develop their profile and to formulate marketing recommendations for each of the selected segments. The theoretical part first deals with consumer behaviour and then focuses on market segmentation in the context of targeted marketing. It then describes the methodology of working within the framework of secondary and primary data.... show full abstractThis thesis focuses on the segmentation of the wine market in the Czech Republic. The main objective of the thesis is to reveal the consumer segments of this market, to develop their profile and to formulate marketing recommendations for each of the selected segments. The theoretical part first deals with consumer behaviour and then focuses on market segmentation in the context of targeted marketing. It then describes the methodology of working within the framework of secondary and primary data. The practical part first defines the wine market in the Czech Republic and its characteristics and then the segmentation based on MML-TGI data from Median is described. The segmentation is then performed on the primary data from the questionnaire survey using IBM SPSS. Next, the findings from both segmentations are linked and the resulting segment profiles are presented. A marketing orientation at the marketing mix level is then proposed for the selected segments. |