Typologie zákazníků alternativně orientovaných konceptů na trhu fitness

Abstract

The diploma thesis examines the transformation of the Czech fitness sector and the identification of specific customer segments seeking alternative exercise concepts. The objective of the work is to develop an exact typology of customers for alternative concepts in the fitness market in the Czech Republic based on an analysis of consumer behavior. The theoretical part defines the specifics of services marketing, the experience economy, and psychological aspects of the purchasing process. The empirical part is based on a quantitative survey (n=193) conducted using the CAWI technique. Through the multidimensional statistical method of cluster analysis in SPSS software, three dominant customer personas were identified: the social-preventive segment, the analytical progress-oriented segment, and the health-recovery segment. The research results confirm the increasing cognitive demands of customers and a significant shift toward functionality and pain elimination at the expense of purely aesthetic goals. Based on these findings, specific marketing recommendations for providers of alternative fitness services are formulated in the final section.