Segment over 55 years old as a new challenge for the Czech companies

Abstract

The main aim of this study was to discover whether Czech companies providing leisure activities create specific marketing communication campaigns to target the segment of the population over age 55. Also to be ascertained was the level of interest of Czech companies in this societal segment and if they offer some of their products (services) to these customers. The second aim of this study was to identify what kinds of marketing communication tools they use. Results were found by analysing primary data obtained through an online research questionnaire distributed among Czech companies in 2014. The results show that Czech companies offer products (services) for this segment, but they do not design specific marketing communication campaigns to target this segment.