The master thesis deals with the analysis of consumer behavior in the fitness market. The theoretical part introduces marketing, its basic concepts and marketing environment. Furthermore, the thesis deals with consumer behavior and delimitation of its terms. In the last theoretical part the thesis deals with the marketing mix of services. Theoretical knowledge is applied to the fitness center Mišmaš, which is analyzed in the next part of the thesis in terms of external and internal environment, marketing mix and SWOT analysis. The analytical part includes a questionnaire survey of the fitness center Mišmaš, whose results, including other analyzes, serve as a basis for the proposal part of the work with the aim of increasing customer satisfaction.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:425690 |
| Date | January 2019 |
| Creators | Frantová, Gabriela |
| 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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