Analýza chování zákazníků na trhu jazykových škol

Abstract

The aim of my thesis is to determine how consumers behave on the language school market, which factors play an important in the selection of language schools, identify and alanyze those factors. To obtain the necessary information I have used marketing research method of questionnaire. In the first part of the thesis the language schools market is characterized and also one of the language schools is characterized. The next part contains the theoretical background in which I focused on consumer behavior, the role of consumer and customer, the consumer model of decision making and relationship marketing. It also includes marketing research methodology that was used in the thesis. The main part of my thesis is a chapter that analyzes the actual marketing research, completed with graphs and tables. Based on the research there were then drawn up the proposals and recommendations. The thesis is completed with the end, which briefly summarizes the basic results and knowledge of marketing research in this thesis.