@article{matunsk2015marketing,
  title = {Marketing Approach to Consumers 50 + In the Czech Republic},
  author = {Kateřina Matušínská},
  year = 2015,
  url = {https://ibimapublishing.com/articles/JMRCS/2015/460152/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = (2015),
  pages = 9,
  doi = 10.5171/2015.460152,
  abstract = {The paper deals with segmentation and the marketing potential of the significant target age group 50+, which is currently a strong market power and the motive of a new marketing direction in the Czech Republic, a pensioner marketing. The paper determinates the basic problem areas as well as the definition of segmentation, segmentation criteria, segmentation process and methods and techniques. Further, the Czech population aging issue was identified. The four subsegments of the target group 50 — 60 years were formed, characterized and named on the basis of cluster analysis (data processed in analytical program SPSS). These subsegments have got the same demographic, socio-economic and consumer features inside. And at the same time these subsegments are highly dissimilar in comparison with each other. Suitable marketing programs for created subsegments in this determined target group were proposed.},
  keywords = {population aging in the Czech Republic, the target group 50+, segmentation, marketing mix "4C"},
  note = Article ID: 460152
}