Analýza spotřebitelského chování na trhu fitness center

Abstract

This bachelor's thesis analyzes factors influencing consumer behavior within the fitness services segment. The theoretical part systematizes knowledge regarding purchasing decision-making specifics and market characterization via macro-environment and meso-environment analyses. Methodologically, the work is based on quantitative research conducted through surveying. The research focuses on identifying key fitness center selection criteria and evaluating the influence of modern communication channels on the decision-making process.. The final part synthesizes the findings into practical recommendations for market participants, aimed at streamlining communication and enhancing user comfort.