Uživatelské segmenty sdílených elektrokol v Praze v mezinárodním srovnání a jejich marketingové využití

This bachelor thesis focuses on the segmentation of shared e-bike users in Prague. The aim of the thesis is to identify key user groups and define their behaviour, attitudes, motivations, and barriers associated with the use of this service. The theoretical framework defines the concepts of micromobility and shared micromobility with focus on shared e-bikes, subsequently addressing the specifics of the Prague environment and the fundamental principles of market segmentation. The practical part is based on a questionnaire survey, the results of which are compared with international studies and statistically analyzed using the Chi-square test of independence and the Cramer’s V association coefficient. Based on this analysis, four user segments exhibiting distinct consumer behaviour patterns were defined. The final part of the thesis responds to these findings by proposing specific marketing recommendations for shared e-bike providers in Prague, aimed at more effective targeting of members of these segments.