Abstract:

This paper presents results of primary quantitative research on singles as a specific segment for marketers with focus on reported consumer behaviour towards holiday. It starts with brief theoretical debate on segmentation and singles as socio-demographic subculture. There are some fundamental changes in the population lifestyle thanks to globalization and socio-economic events. Today it is not important to start a family, young people prefer to study and then to build their career. For purpose of collecting data, online and offline questionnaire survey was given to 390 respondents. Statistics utilized in this research included frequency, percentage, Pearson’s Chi-square and Kruskal Wallis test. Data was evaluated using SPSS software. The research analysis disclosed different preferences in ways of spending holidays based on gender. Moreover, it shows that cost of respondents last holidays is dependent on type of the household but independent on the city they live in. These findings could be useful for marketing of SMEs which usually serves the niche markets and specific consumer segments.