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Acta Universitatis Bohemiae Meridionalis

The Scientific Journal for Economics and Management

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Influence of segmentation factors on leaflet distribution

Michaela Jánská
  • Ing. Michaela Jánská, PhD., Faculty of Social and Economic Studies, J.E. Purkyně University in Ústí nad Labem, Moskevská 54, 400 96 Ústí nad Labem, Czech Republic
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/ Petra Olšová
  • Ing. Petra Olšová, Ph.D., Faculty of Social and Economic Studies, J.E. Purkyně University in Ústí nad Labem Moskevská 54, 400 96 Ústí nad Labem, Czech Republic
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Published Online: 2016-12-23 | DOI: https://doi.org/10.1515/acta-2016-0007


In marketing communication it is important to know what and how to inform the customer, it means to know the target audience, where it is located and how it is possible to reach it. The most commonly used form of addressing the customer in the retail is a leaflet action. This article aims to highlight the use of segmentation aspects by retail in the selected region for the best implementation of selected communication mix - direct marketing. An analysis of secondary data - professional literature and studies dealing with the meaning of communication in the company, specifically marketing communication with a focus on direct marketing in the retail – was executed to fulfil the objectives of the article. Results from a questionnaire survey that examined the influence of spatial data on the purchasing behaviour of customers in Ústí nad Labem - City will be used as primary data. Survey results indicate the fact that it was necessary to collect spatial data on the segment. A selected market was examined in the questionnaire survey mainly in terms of geography and demography and impact of these criteria on the leaflet distribution process application. Geographical segmentation provided information on the spatial distribution of retail shops in the city. Socio-demographic segmentation offered information about age, gender, status, and education of customers who shop in the supermarkets.

Keywords: Market segmentation; buying decisions; supermarkets; direct marketing; distribution of leaflets

JEL Classification: M30; M31; M37


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About the article

Published Online: 2016-12-23

Published in Print: 2016-06-01

Citation Information: Acta Universitatis Bohemiae Meridionalis, Volume 19, Issue 1, Pages 20–29, ISSN (Online) 2336-4297, DOI: https://doi.org/10.1515/acta-2016-0007.

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© 2016 Michaela Jánská et al., published by De Gruyter Open. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License. BY-NC-ND 3.0

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