Analýza nákupního chování zákazníků na trhu mateřských škol

Abstract

This Diploma Thesis deals with the analysis of potential customer behaviour of private Anglo-Czech Kindergarten named HELLO TEDDY. The introduction is mainly focused on the company and its internal features and external business environment. Further sections of the thesis are concerned with the theory of purchasing behaviour, the marketing mix theory and the marketing research of service segment. The principal aim of the thesis was to define needs, requirements, attitudes and preferences of these parents who consider the proper choice of a kindergarten. Their individual needs and requirements were the subject of marketing research. The respondents were enquired about their preferences in selection of a kindergarten, about their priorities and also about aspects which they regard as marginal. Parents particular approaches and opinions towards kindergartens were also monitored, consequently regarding their willingness to contribute higher fees to private nurseries. In marketing research, the respondents were asked to reply to 12 questions given in an enquiry forms. They were enquired via mail and personally by the applied method of an appropriate judgement and suitable opportunity. The objective of this marketing research was to apply collected data on HELLO TEDDY in order to recommend some improvements or changes so that the kindergarten could appeal to larger parental public and hence would be prepared to expand its activities to other towns in Moravskoslezský region.