Analýza spotřebitelského chování na trhu wellness

Abstract

The bachelor thesis which is entitled Analysis of the Consumer Behaviour in the Wellness Market focuses on the behaviour and preferences of consumers who act in this market. It aims to find out what factors most affect consumers decision-making when using wellness services, and what their preferences are. The thesis consists of seven chapters. The first part explains the theoretical background of the consumer behaviour in services. This is followed by a chapter describing the characteristics of the wellness market, which examines the marketing environment and continues with a description of the key Ostrava companies on the wellness market. The fourth chapter focuses on the methodology of data collection and is divided into two main parts, namely the preparation and implementation phases. Data collection on consumer behaviour was carried out using an online questionnaire. The fifth chapter deals with the analysis of the data collected during the research. In the final part of the thesis, the results of the analysis are summarized, and based on these findings, recommendations are proposed to maximize customer satisfaction. The thesis is based on specialized literature and includes a large amount of graphs and tables to better understand and illustrate the results.