PURCHASING BEHAVIOUR OF CZECH SINGLES AND ITS CONSEQUENCES ON MARKETING COMMUNICATION EFFECTIVENESS

@inproceedings{Klepek2016PURCHASINGBO,
  title={PURCHASING BEHAVIOUR OF CZECH SINGLES AND ITS CONSEQUENCES ON MARKETING COMMUNICATION EFFECTIVENESS},
  author={Martin Klepek and Kateřina Matu{\vs}{\'i}nsk{\'a}},
  year={2016}
}
This paper deals with marketing communication and purchasing behaviour of the specific group of single living consumers. The segment is growing in number in almost every developed region in the world as well as in the Czech Republic. The presented research is focused on the singles who live voluntarily outside the marriage and have own income and therefore a significant level of independency in consumption. The research has a descriptive character and a quantitative approach has been used. For… CONTINUE READING

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