Browsing by Author "Konečný, Vlastimil"
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- ItemMarketing zaměřený na senioryKonečný, Vlastimil
- ItemMarketing zaměřený na seniory(Technická Univerzita v Liberci, 2011) Konečný, Vlastimil; Dědková, JaroslavaThe thesis "Marketing focused on Seniors" deals with consumer shopping behaviour of seniors. The thesis is divided into theoretical and practical part. The theoretical part processes background application of marketing for segmentation of the market, describes target group of seniors, shows products aimed at this target group and also possibilities for seniors in tourism. The practical part consists of the marketing research, consumer and shopping behaviour of selected target groups and analysis of the results. The practical part includes also the in-depth interview with chosen seniors, who were divided into five groups according to their characteristic. The conclusion of this thesis includes "Seven consumer myths about seniors", which are disproved on the basis of research results and in-depth interview.