The diploma thesis is focused on consumer behavior in the market of alteranative medicine. The aim of this work is identification the factors that are decisive for the use of alterantive medicine product and services, to define consumer segments in this market, analyze their typical behavior and than draw conclusions and recommendations for market players. An indicative analys has made it possible to describe the situation on this and the competitive markets. Using questionnaire survey, primary data was obtained that serves to segment consumers. From the result of the cluster analysis are define five segments of consumers operating in this market. To complement the charasteristic of individual segment was used the qualitative research in the form od in-depth interviews. The results of secondary and primary analysis enabled to come to conslusions and recommendations for consumers and alterantíve medice providers.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:429008 |
| Date | January 2019 |
| Creators | Markovičová, Michaela |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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