Analýza marketingového mixu kosmetického studia

Abstract

The cosmetic studio Johanka is located in district Opava in the village Kobeřice. This is a larger village with 3233 inhabitants. The Johanka Studio provides comlex services of hairdressing, cosmetics, manicure/pedicure and solarium. The aim of this Thesis was to determine customer satisfaction with the services of Johanka Studio, to analyze factors that influence the selection of the cosmetic center, from the perspective of the marketing mix elements and compare these findings with the current state of this cosmetic studio. I realized a marketing research, and personal interviews using a sample of 150 respondents. The results showed that customers are satisfied with all factors of cosmetic studio Johanka. However with prices and benefits are satisfied more little. The most important at the selection the cosmetic studio they attach by attention to the quality of services, atmosphere, personnel and individual approach. Plans tend to the elements of marketing mix. The main recommendations relate to benefits, communication, extension services and customer database.