Typologie zákazníků na knižním trhu

Abstract

This diploma thesis is focused on customer typology on the book market. The aim of this thesis is to understand consumer behaviour on the book market and to create customer typology. The Data were collected through online questionnaire and the population was set as the inhabitants of the Czech Republic over 15 years old, who have bought at least one book within the last year. After the data evaluation the factor analysis and cluster analysis were conducted. As a result of the analysis four new segments were created – The Neutral Readers, The Passionate Collectors, Conservative Bookworm, and Pragmatic Minimalists. In the chapter dedicated to suggestions and reccomendations the new segments were specified and also new suggestions about how to target these groups of customers were written.