EFFECTIVE MARKETING COMMUNICATION TOOLS IN THE MARKET OF CZECH SINGLES

The article deals with consumer behaviour of specific target group "Singles" in the Czech Republic with emphasis on marketing communication tools. This article describes only a partial output of the primary marketing research related to the market of Czech Singles. The aim of the article is to assess the significance and market potential of this segment, as well as propose adequate marketing communication approaches. Article determinates the theoretical concept of marketing communication in the introductory section. The major part of paper is devoted to primary marketing research. For purpose of collecting data, the method of questioning (combination of off-line and on-line approach) was chosen with the use of social networks. The questionnaire was given to 390 respondents living in the Czech Republic. The data were analysed by Statistical Package for the Social Sciences software. Mobile advertising has been evaluated as a lowest to have an impact on consumer decision to buy a product. On the other hand, recommendation has a highest impact. Factor analysis disclosed three underlying factors. First is associated with direction of the communication, second with actual proposition to customers and third is connected with trust. These factors explain structure in the data and combined with the results of descriptive statistics it shows importance of relationship, trust and correct proposition to the customers.