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В данной работе рассматриваются теоретические основы потребительского поведения. Представлены общие понятия и функции потребительского поведения в сфере фитнес-услуг. Дана характеристика фитнес-центру «Ресурс», проведено социологическое исследование с целью выявления мотиваций и потребительских предпочтений среди потребителей фитнес-центра. По результатам полученных данных выявлены основные потребительские модели и даны рекомендации по работе с каждой из них.
This paper discusses the theoretical foundations of consumer behavior. The general concepts and functions of consumer behavior in the field of fitness services are presented. A characteristic of the Resource fitness center is given; a sociological study has been conducted to identify motivations and consumer preferences among consumers of the fitness center. According to the results of the obtained data, the main consumer models were identified and recommendations were given on working with each of them.
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