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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ranilehto, Jessica", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-09-30T06:01:04Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-09-30T06:01:04Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/83395", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ta\u0308ssa\u0308 pro gradu \u2013tutkielmassa tarkastellaan kuntosalin valintaan vaikuttavia tekijo\u0308ita\u0308. Tutkimuksessa ka\u0308sitella\u0308a\u0308n kuntosalija\u0308senyyteen liittyva\u0308a\u0308 ostoprosessia seka\u0308 motivaation merkitysta\u0308 kuntosalille liittymisessa\u0308.\n\nKuntosaliharrastus on laajalle levinnyt trendika\u0308s urheilumuoto, joka edista\u0308a\u0308 parhaimmillaan niin henkista\u0308 kuin fyysista\u0308 terveytta\u0308. Suomessa on noin 2000 kuntosalia, jotka kilpailevat yha\u0308 vaativimmista asiakkaista. \n\nKuntosaliyritysten on ta\u0308rkea\u0308 ymma\u0308rta\u0308a\u0308 kuluttajien ka\u0308ytta\u0308ytymista\u0308 ja siihen vaikuttavia tekijo\u0308ita\u0308, jotta he voivat kohdentaa palveluitaan, tavoittaa haluamiaan kohderyhmia\u0308 ja parantaa liiketoimintaansa. Kuluttajan pa\u0308a\u0308to\u0308ksentekoa on tutkittu useissa asiayhteyksissa\u0308 ennen, mutta kuntosalien kohdalla kirjallisuutta on melko va\u0308ha\u0308n. Tutkimuksen avulla haluttiin ymma\u0308rta\u0308a\u0308 paremmin ilmio\u0308ta\u0308 ja niita\u0308 tekijo\u0308ita\u0308, jotka vaikuttavat kuluttajaan kuntosalin valinnassa.\n\nTutkimus on luonteeltaan laadullinen. Tutkimusta varten suoritettiin puolistrukturoituja teemahaastatteluita, joissa haastateltiin kuuttatoista 20\u201355-vuotiasta, joilla kaikilla oli aiempaa kokemusta kuntosalilla ka\u0308ymisesta\u0308. Haastateltavista puolet olivat naisia ja puolet miehia\u0308.\n\nTutkimuksen tulokset osoittavat, etta\u0308 vaikka kuntosalin valintaan vaikuttavat lukuisat tekija\u0308t, ka\u0308yta\u0308nno\u0308llisyyteen liittyva\u0308t tekija\u0308t painottuvat merkitta\u0308va\u0308sti lopullisessa ostopa\u0308a\u0308to\u0308ksessa\u0308. Ta\u0308rkeimma\u0308ksi valintaan vaikuttavaksi tekija\u0308ksi muodostuu kuntosalin sijainti. Kuntosalin toivotaan sijaitsevan la\u0308hella\u0308 kotia, opiskelu- tai tyo\u0308paikkaa. Sijainnin ja\u0308lkeen toiseksi ta\u0308rkeimma\u0308ksi nousi hinnoittelu. Kuntosalija\u0308senyydelta\u0308 haetaan hyva\u0308a\u0308 hinta-laatusuhdetta ja edullista hintaa. Kuitenkin haastattelutuloksista voi huomata, etta\u0308 edullisten hintojen vaikutus etenkin kuntosalin laitteisiin ja sen tarjoamiin lisa\u0308palveluihin tiedostetaan. Kuntosalin asiakaspalvelulla tai eri bra\u0308nditekijo\u0308illa\u0308 ei ollut vaikutusta lopullisessa valinnassa, vaikka ne nimettiin myo\u0308s ta\u0308rkeiksi asioiksi kuntosaleilla useissa haastatteluissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-09-30T06:01:04Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-09-30T06:01:04Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "71", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "p\u00e4\u00e4t\u00f6ksentekoprosessi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kuntosalin valintaan vaikuttavat tekij\u00e4t", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202209304747", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostop\u00e4\u00e4t\u00f6kset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuntosalit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostok\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "motivaatio", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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