Abstract:

The construed contribution deals with the concept of socially responsible behavior of Slovak business subjects with an emphasis on the psychographic aspects of customer segmentation in the field of product pricing, services. The main purpose of the contribution is to answer the question whether there are different segments of customers based on psychographic aspects that would differ in the decision-making process in the existence of CSR concept in Slovak enterprises. The theoretical part of this contribution is devoted to the definition of segmentation in marketing, segmentation of variables, concept of socially responsible behavior and price formation. A substantial part of the practical part of the contribution is solving the research question based on statistical verification of research hypotheses. For the purpose of identifying the basic data used to validate statistical hypotheses, a questionnaire containing questions on psychographic aspects of segmentation and purchasing behavior of customers in Slovak enterprises with an existing CSR concept was implemented for the purpose of meeting the purpose of the contribution. The questionnaire was distributed through email communications and social networks. Data analysis from the implemented questionnaire was analyzed using the SPSS 16.0 software.