Book market segmentation

This thesis is focus on the book market in Czech Republic and its current situation. The main objective of the thesis is, through primary research and cluster analysis, to uncover market segments, which shows significant differences in costumer behavior and through crosstabs develop profile of these groups. Base on this information focus on the segments attractive for bookshops to address them and prepare recommendation to focus on them. The market research has a qualitative character and is realized inform of personal and internet questionnaire. Selection of respondent is in form of Quota sampling, using quotas tender, age and education