Marketing communication effects on the specific segment of Czech singles

Abstract

The purpose of this article is to present a research on Czech singles from the marketing communication point of view. Article determinates the theoretical concept of integrated marketing communication in the introductory section. Further the results of descriptive and exploratory analysis describes segment from marketing potential perspective. For the purpose of collecting data, the survey method was chosen with the use of online self-administrated questionnaire. The final sample consists of 309 respondents living voluntarily single. The data were analysed by SPSS software. Descriptive statistics showed high persuasive effect of recommendations, competition and sales and loyalty programs. Mobile advertising and promotional events had the lowest effect. Factor analysis disclosed two underlying factors. These factors explained structure in the data and showed important similarities with theoretical categorisation of communication mix.