Persons at MENDELU

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prof. Dr. Ing. Libor Grega
Identification number: 1639
University e-mail: libor.grega [at]
Academic staff - university professor - Department of Regional and Business Economics (FRDIS)

Supervised theses

Basic information

Basic information about a final thesis

Type of thesis:
Dissertation thesis
Thesis title:
Segmenting B2B Markets: The Psychographic Perspective
Written by (author):
Thesis supervisor:
Opponent 1:
Opponent 2:
Opponent 3:prof. Ing. Hana Řezanková, CSc.
Final thesis progress:
Final thesis was successfully defended.

Additional information

Additional information about the final thesis follows. Click on the language link to display the information in the desired language.

Language of final thesis:

Czech        English

Title of the thesis:
Segmenting B2B Markets: The Psychographic Perspective
Summary:The thesis aimed to investigate whether business culture as a new psychographic variable might have merit for B2B segmentation in accounting for industrial buying behavior (1), financial performance (2) and adopted market strategy (3). To achieve this, a battery of 19 Likert type statements in a sample of 278 manufacturing industry firms was analyzed by means of multivariate statistical techniques. In doing so, five cultural segments were constructed each of which was then described along selected financial indicators (of profitability, liquidity, indebtedness and growth of assets), the BCG performance profile matrix, purchase criteria and level of responsiveness. As hypothesized relationship between cultural segments and pursued market strategies was disconfirmed, these were not considered in the final segment description. To conclude, these findings provided sufficient evidence to justify the use of business culture as a legitimate segmentation variable.
Key words:
psychographics, targeting, organizational performance, business culture, multivariate statistical methods, segmentation

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Parts of thesis with postponed release:

Thesis assignment unlimited

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