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prof. Dr. Ing. Libor Grega
Identification number: 1639
University e-mail: libor.grega [at]
Academic staff - university professor - Department of Regional and Business Economics (FRDIS)

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Basic information

Basic information about a final thesis

Type of thesis: Diploma thesis
Thesis title:Development of market position and analysis of preferences of the Balladine dance school customers
Written by (author): Ing. Hana Kachlířová, DiS.
Department: Department of Regional and Business Economics (FRDIS)
Thesis supervisor: prof. Dr. Ing. Libor Grega
Opponent:doc. Ing. Gabriela Chmelíková, Ph.D.
Final thesis progress:Final thesis was successfully defended.

Additional information

Additional information about the final thesis follows. Click on the language link to display the information in the desired language.

Language of final thesis:English

Czech        English

Title of the thesis:Development of market position and analysis of preferences of the Balladine dance school customers
Summary:The diploma thesis studies the leisure activities market in Brno, namely ballet courses for adult amateurs. The paper explores the main indicators of customer preferences in the Balladine dance school. The main objective of the thesis is to determine which variables would lead to enhancing of market competitiveness, using sub-goals as a pricing, innovation process and quality of service management. The thesis is based on several hypotheses, exploring the preferences of the actual customers of the dance school: their income, dependence of pricing of the courses, quality assessment of the services from the customer's point of view and the ability to innovate the services offered. The hypotheses were evaluated based on information obtained from the questionnaire survey. This information was either processed using simple linear regression, by the least squares method, or presented directly in graphical form. Based on the results, was concluded that for Balladine's customers the most important variable is the quality of the services offered. This was proven not only by the fact that the level of income is not dependent on the willingness to pay. Based on these results, it would be advisable to adjust the pricing policy, extend the offer of packages and target the advertising and promotional materials to emphasize the quality of service.
Key words: innovation, , consumer behavior,, pricing,, ballet school,, quality of service management,

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Final thesisSupervisor's reviewOpponent's review

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Thesis assignment unlimited

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