Czech Singles in the Market of Services

Martin Klepek and Kateřina Matušínská
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Martin Klepek: Institute of Interdisciplinary Research, School of Business Administration in Karvina, Silesian University in Opava, Na Rybníčku 626/1, 746 01 Opava, Czech Republic
Kateřina Matušínská: 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

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2016, vol. 64, issue 5, 1731-1738

Abstract: 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 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2016064051731

DOI: 10.11118/actaun201664051731

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