Add to ORKGThe diploma thesis deals with the segmentation of consumers of deodorants and antiperspirants according to lifestyle. Through segmentation, it is possible to create a detailed profile of a typical consumer of the segments, enabling companies to better understand consumers, to choose the appropriate target segment and to define relevant and effective communication towards the target audience. In the practical part, the entire process of segmentation has been accomplished by using a factor analysis, a cluster analysis and also an advanced analysis developing segment profiles. The analysis of media behavior is used to recommend appropriate communication to the target group. Data Analyzer of research agency Median includes secondary data MML - ...