Ryglová, M. Consumer behaviour of selected segment in the fitness centre market in Brno. Diploma thesis. Brno: Mendel University, 2018. The diploma thesis focuses on the fitness centre market in Brno. The aim of the thesis was to characterize the behaviour of the selected segment (women of generation Y) on this market, to propose and economically evaluate marketing recommendations for commercial entities operating on this market. To meet this goal, were used the questionnaire survey (n = 310) and focus groups (n = 18). The results of the researches served as a basis for the creation of general recommendations for fitness centres as well as for case studies. The result of diploma thesis is the identification of factors, needs and preferences that influence the purchasing decision process of Y generation women.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:428817 |
| Date | January 2019 |
| Creators | Ryglová, Michaela |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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