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.
Retail stores are a common part of our everyday life. We focus on the site selection of supermarkets and hypermarkets in Ústí nad Labem and analyze the role of selected factors that drive the site selection of these super/hypermarkets. The role of the factors is verified by a correlation analysis. In the city of Ústí nad Labem, retail units of the supermarket or hypermarket type are unevenly distributed and are concentrated in the more central areas of the city. The location of stores has no power association with monitored factors. The result is certainly strongly influenced by the lack in availability of relevant data.
Eva Fuchsová, Jitka Laštovková and Michaela Jánská
Even in situations when welfare state budgets can be considered generous, many socially responsible, beneficial activities remain that cannot survive without the financial support of private individual or corporate donors. The article seeks an answer to questions of to what extent the willingness to donate one’s own money depends on wealth and income, and what the role of other socio-cultural factors is. The data about the amount of private and corporate donations in particular regions of the Czech Republic in the period of the years 2011–2015 is compared with data about the regional economic prosperity and income. The regression analysis results show that it was only possible to explain to certain level the amount of donations by the rate of the wealth of firms and individuals in particular regions. In case of the companies, it is a medium-strong correlation, while the correlation is strong in terms of individuals. Particularly in terms of the corporate donation, the willingness to donate is significantly related also with other, non-economic factors in the region.