PURCHASING BEHAVIOUR OF CZECH SINGLES AND ITS CONSEQUENCES ON MARKETING COMMUNICATION EFFECTIVENESS
This paper deals with marketing communication and purchasing behaviour of the specific group of single living consumers. The segment is growing in number in almost every developed region in the world as well as in the Czech Republic. The presented research is focused on the singles who live voluntarily outside the marriage and have own income and therefore a significant level of independency in consumption. The research has a descriptive character and a quantitative approach has been used. For the purpose of data collecting 702 singles filled a self administrated online questionnaire. The statistics used in the research included frequency, percentage, and chi square test. The research analysis showed a high influence of competition and sales, print flyers and loyalty programs. Analysing purchasing behaviour of singles who like buying new products and those for whom saving time is crucial when buying admits different effect of certain marketing communication tools. The aim of this article is to describe the behaviour of Czech singles and its consequences on marketing communication effectiveness.