Analýza nákupního chování při výběru jazykové školy

Abstract

The aim of this diploma thesis is Buying behaviour analysis on language schools market. The research was realised on the sample of respondents, by using questionnaire. I tried to identify the most important factors, that play the main role in buying behaviour of customers. I also focused on information sources, used in the process, perception of advertising instruments of language schools and reasons for low concern about services of language schools. The work contains five chapters. In the first chapter, I focused on the theoretical basis of the work, the next chapture involves characteristics of the environment of the company. The third chapter contains the methodology of the work. The final part of diploma thesis contains data analysis and proposals and recommendations. According to research results, among crucial factors in buying process belongs the professionalism of staff, time schedule of language courses, easy availability of learning places (public transportation, etc.), prices, and references of friends. The most frequently used source of information is the Internet, but according to the research result also sales personnel has significant importance for customers. Among the reasons for low interest in such a services belong the absence of personal needs, low motivation, lack of time and money. Crucial suggestions and recommendations for Hello Language School´s management involve partial change of marketing communication focused on customer self-fulfillment, self-esteem and motivation. I also proposed a supplementation of website. There could be short questionnaire, that could offer information about customers´s satisfaction with web sites. Most proposals are connected with school staff, I recommended specific requirements for lecturers and their abilities. The main reccomendation involves the change of reputation of foreign language teaching in general and to obtain positive references thanks to an open and transparent communication with customers.