Abstract:

The paper deals with segmentation and marketing potential of significant target age group  50+,  which  is  currently strong  market  power  and  the  motive  of  a  new  marketing direction in the Czech Republic, a pensioner marketing. Paper determinates the basic problem areas as well as definition of segmentation, segmentation criteria, segmentation process and methods and techniques. Further, the Czech population aging issue was identified. The four subsegments of target group 50 – 60 years were formed, characterized and named on the basis of cluster analysis (data processed in analytical program SPSS). These subsegments have got the same demographic, socio-economic and consumer features inside. And at the same time these subsegments are  highly  dissimilar  in comparison with  each other. Suitable marketing programs for created subsegments in this determined target group were proposed.