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Segmentation of the facial care market
Fialová, Zdeňka ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The main goal of the Master's Thesis is to discover significant differences in consumers' behaviour. Based on these differences it determinates and describes the segmenents of consumers. An important goal is to design marketing strategies for these segments as well. The theoretical part of the thesis includes the explanation of the segmentation process. The analytical part covers the characteristics of the Czech facial care market and the analysis of the Market&Media&Lifestyle data. The practical part of the thesis focuses on the process of segmentation using questionares and the IBM SPSS Statistics programme. The output of the thesis reveals three segments of the market and suggests relevant marketing strategies for them.
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The European Market Segmentation with Respect to the Post-Productive Population
Rudá, Eliška ; Vošta, Milan (advisor) ; Kašpar, Václav (referee)
The first step of the hierarchical approach to the international market segmentation is described and demonstrated in this master's thesis. The theoretical part that covers the methodology, statistical background and secondary data sources is followed by the illustration of cluster analysis. The outcome is the division of thirty European countries into five segments with respect to the post-productive population. The formed segments are then characterised and interpreted. Their usability is shown in three challenges in the European Year of 2012, which is dedicated to Active Ageing.
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Beer Market Segmentation
Koulová, Tereza ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This master thesis deals with beer market segmentation in the Czech Republic. The main aim of this thesis is to find out whether there is only one big segment or more different segments can be found there. The thesis is divided into two parts, the methodological --theoretical and the practical one. Segmentation, targeting and positioning are described in the first part. The second part is devoted to secondary resources analysis and content analysis focused on beer advertisements. The main part of practical section is to depicts primary quantitative research which is the basis for market segmentation done via SPSS statistic programme. At the end of this master thesis all segments are described in detail and marketing recommendation for each of them are also added there.
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EVALUATION AND CLASSIFICATION OF THE EUROPEAN UNION COUNTRIES
Brabcová, Petra ; Löster, Tomáš (advisor) ; Vltavská, Kristýna (referee)
This diploma work describes the classification of the member states of the European Union according to the demographic indicators. It evaluates development in the individual states by absolute demographic indicators too. In the year 2008 less children were born and less people were died in the most of the member states than the year 1993. The hope of the end of life grows up in all contries. Relative demographic indicators are used in the cluster analysis for diversification of rhe states into certain groups in accordance with their similarity. Two methods are used in this work --of the farthest neighbour and the Ward method (the hierarchical clustering method), the both with the Euclid distance. The hierarchical method of the farthest neighbour divided fifteen states into the four clusters in 1995, twenty-five states into the six clusters in 2004 and twenty-seven states into the six clusters in 2007. The Ward method divided these states into the three clusters in 1995, into the six clusters in 2004 and into the three clusters in 2007.
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Use of statistical methods in researching socio-economic potential of selected microregion of South Bohemia
HLAVSOVÁ, Veronika
In this work, I looked at the use of statistical methods in researching of socio-economic potential of microregion of Prachatice. I made a several researches, such as detecting the file structure according to various indicators, researching of socio-economic conditions, associations between selected indicators, comparison of views of citizens and council of villages, ascertainment sources of funding of villages and analysis of sustainable life in the villages. Research data was analysed by percent occurrences, kontingent tables and Cluster analysis. I was success at evidence of mutual association between majority of selected characters. I also was concerned with researching contentment with services of villages, opinion on the reasons of economic weakness of villages, token of economic weakness of villages and possibilities for improvement of life in villages. In these researching, I have decided to compare the opinion of citizens and council of villages. In option of citizens and council of villages, I also interested on option for economic weakness of villages. The majority of citizens and council of villages perceive the village in whole or in part as the economically weak. Citizens and council of villages are mostly satisfied with quality of services of villages. Citizens not even council of villages do not perceive causes and tokens of economic weakness of villages as strong causes and tokens, except the low portion of university educated people, who perceive as strong reason of economic weakness of villages council of villages. For the greatest possibility of improving life in villages is strengthen of services and tourism. By examining views of citizens and council of villages for improve life in the villages separately according to view of citizens is greatest possibility strengthen of tourism and according to view of council of villages is greatest possibility strengthen of trading.
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Statistic analysis of marketing data
SYSLOVÁ, Jana
This work analyses marketing data from tourist trade sphere. Statistical units are visitors of South Bohemia from season 2006. There were several points of research such as duration of stay, ways of travel organization, goals for visiting the region or quality assessment of services. Research data was analysed by percent occurrences, contingent tables and Cluster analysis. People who assessed quality of services were divided into four groups by the help of Cluster analysis. In light of utilizable resources were informants divided into five groups. This work investigate also relations between outcomes such as relation between average day costs and ways of residence organization, choosing of accomodation in dependance on travel organization and so on. The most frequent reason for visiting region is getting to know attractive tourist places. Following are tourism, sport, health and relaxation. In light of tourist trade is South Bohemia rated very well. Visitors were the most satisfied with catering services, care of sights and quality of tourist trade employees. Reversely quality of traffic ways should improve markedly. Foreign visitors also feel lack of plain local marking and transparent informations about region.
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Determination of the Optimal Number of Clusters in Statistical Software Systems
Řezanková, H. ; Húsek, Dušan
The paper deals with approaches to determination of the optimal number of groups of objects which are implemented in clustering algorithms in commercial statistical software packages. Some of these approaches are applied to the example of finding groups of deputies of the Russian parliament on the base of roll-call votes in 2004. The capabilities of software packages S-PLUS, SAS, SPSS, and SYSTAT are described.
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