Návrh marketingového mixu pro hardcorovou subkulturu

Abstract

The subject of the thesis is Designing Marketing Mix for Hardcore subculture. The aim of this work is to design general marketing mix for hardcore subculture, which would fully meet their needs for clothing. The first part of this work includes characteristics of hardcore subculture, their lifestyle, current trends and definition of generation Y. In the theoretical part are described terms concertning marketing mix and new trends in marketing. Next part includes the research methodology, which consists of the preparation and implementation of my own research. The thesis used method of online questioning; the questionnaire was designed only to members of hardcore subculture. Evaluated dates are graphically displayed in the “Analysis of the hardcore subculture needs”. Conclusion of work includes design of the marketing mix for clothing that meets the requirements and needs of the hardcore subculture. Suggestions were made based on dates from marketing research.