The article aims to show marketing research results regarding Wroclaw's dance schools' clients and to give some proposals how the institutions should act in the future. There is given a range of information about clients - such as sex, age, education, professional status, earnings, dance activities participation duration, motivations and preferences concerning dance classes. There is created a hypothetical statistical client profile and on this basis there are given conclusions, useful for the dance schools, so that the offers and advertising would include more customer-desired features. These are, among others, dance classes for men, senior activities offer, single activities offer, witty slogans, group belonging expression by dancing, loyalty programmes, relaxation and fun providing.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.