Acta Univ. Agric. Silvic. Mendelianae Brun. 2016, 64(5), 1731-1738 | DOI: 10.11118/actaun201664051731

Czech Singles in the Market of Services

Martin Klepek1, Kateřina Matušínská2
1 Institute of Interdisciplinary Research, School of Business Administration in Karvina, Silesian University in Opava, Na Rybníčku 626/1, 746 01 Opava, Czech Republic
2 Department of Business Economics and Management, School of Business Administration in Karvina, Silesian University in Opava, Na Rybníčku 626/1, 746 01 Opava, Czech Republic

The paper deals with specific characteristics of "Czech singles" with emphasis on services area. First, paper determinates the theoretical concept of services marketing in the first chapter. The major part of paper is devoted to primary marketing research. For purpose of collecting data, the method of questioning (combination of off-line and on-line approach) was chosen. The questionnaire was given to 390 respondents living in the Czech Republic. The data were analysed by SPSS software. Results showed dissimilarities in leisure time activities based on different level of education and income as well as within the gender and age category and city, where particular single person live. Females spend more leisure time on cultural events, home activities as well as shopping and caring for appearance. They also engage with friends as a form of leisure time activity more than males. Educated singles travel more and attend more cultural events and at the same time, they educate themselves more often and do sports much regularly. We also found no relationship between income and shopping as a leisure time activity. This paper describes only a partial output of the primary marketing research with focus on the leisure time spending for the defined segment.

Keywords: kruskal-wallis test, leisure time, marketing research, marketing of services, pearson chi-square, market segmentation, singles
Grants and funding:

This paper was supported by the Student grant competition project SGS/23/2014: "Consumer behaviour of the specific segment in the Czech Republic."

Prepublished online: October 31, 2016; Published: November 1, 2016  Show citation

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Klepek, M., & Matušínská, K. (2016). Czech Singles in the Market of Services. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 64(5), 1731-1738. doi: 10.11118/actaun201664051731
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