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Segmentation of the Single-Family Housing Market
Bondareva, Anna ; Koudelka, Jan (advisor) ; Stříteský, Václav (referee)
The main goal of this thesis is to test the possibility of forward and backward segmentation on the single-family housing market, to reveal, describe and develop a profile of segments and to suggest marketing recommendations. Data from primary research is encoded in MS Excel and processed in the statistical analysis program SPSS Statistics 19 for Windows. The output of the thesis reveals three forward segments and three backward segments of the market. Based on certain specifics shown by each of the monitored segments, I suggested numerous marketing recommendations.

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