Acta academica karviniensia 2015, 15(1):119-129 | DOI: 10.25142/aak.2015.010

MARKETING PERCEPTION OF SELECTED CUSTOMERS' SEGMENT IN THE FINANCIAL SERVICES MARKET

Kateřina Matušínská
Slezská univerzita, Obchodně podnikatelská fakulta, Univerzitní ná m. 1934/3,73340 Karviná, Email: matusinska@opf.slu.cz

The paper deals with behaviour of the segment 50+ in the financial market in the Czech Republic (Moravian-Silesian Region). This segment could be said as the strong market power and it can be a crucial business potential for financial business units. The main defined objective of this paper is description of the customers' behaviour of the segment 50-60 years in the financial market in the Czech Republic (Moravian-Silesian Region) in the area of product, price, distribution and marketing communication policy. This paper is based on secondary data and data from primary marketing research. Paper determinates the basic problem areas as well as definition of financial services marketing, population aging in the Czech Republic, defining the primary research problem, hypotheses and primary research methodology. Finally the hypotheses are assessed and suitable marketing approach to selected segment at age of 50-60 years is proposed according to marketing research findings.

Keywords: financial services marketing, population aging in the Czech Republic, secondary and primary marketing research, segment 50+
JEL classification: G20, M31

Received: August 13, 2014; Accepted: May 27, 2015; Published: March 30, 2015  Show citation

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Matušínská K. MARKETING PERCEPTION OF SELECTED CUSTOMERS' SEGMENT IN THE FINANCIAL SERVICES MARKET. Acta academica karviniensia. 2015;15(1):119-129. doi: 10.25142/aak.2015.010.
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