Abstract With growing competition, loyal customers have become the key to the company’s success. Brand loyalty has been a central structure for marketing for almost a century, yet this research topic is still modern and up to date. The aim of this contribution is to answer the research question of whether there are different segments of customers based on demographic and psychographic aspects that would differ in the level of brand loyalty in the company. In other words, do certain groups of company’s customers (according to demographic or psychographic segmentation) have a higher degree of loyalty to the company’s brand? To answer the research question, we have identified hypotheses expressing the existence of a statistical dependence between individual segmentation variable and the level of brand loyalty. Based on statistical testing of established hypotheses, we have confirmed the existence of certain company’s segments that have a higher degree of loyalty.

中文翻译：

---

使用人口统计和心理细分来制定品牌忠诚度营销策略

摘要 随着竞争的加剧，忠诚的客户已成为公司成功的关键。近一个世纪以来，品牌忠诚度一直是营销的核心结构，但这个研究主题仍然是现代的和最新的。这篇文章的目的是回答研究问题，即是否存在基于人口统计和心理方面的不同客户群，这些客户群是否会在公司的品牌忠诚度水平上有所不同。换句话说，公司的某些客户群体（根据人口统计或心理细分）对公司品牌的忠诚度是否更高？为了回答研究问题，我们确定了表达个体细分变量与品牌忠诚度水平之间存在统计依赖关系的假设。