Special Characteristics of the Singles Segment in the Czech Republic and Its Brand Relationships

摘要

The developmental tendencies apparent in today's markets indicate changes in the approaches to segmentation, in the setting of segmentation criteria as well as in the conduction of marketing research aiming to analyse the consumer behaviour of new segments. One of the newly defined segments is the segment of the so-called singles. This study deals with the characterization of singles, their socio-demographic profile and the structure of their consumer expenditure considering brand relationships. The study has been conducted on the basis of carrying out primary surveys and studying secondary data sources.