The marketing research of leisure preferences in UK and China can be very useful for many organizations. Industry which deals with leisure services has reached a very high level of development in the recent years. People enjoy attending cinemas, festivals, all kinds of shows, exhibitions, Zoos, parks, sports stadiums and many other places. This industry can be very profitable for investors if they invest their money into correct objects. In order to make a decision about the field of leisure industry in which the organization will function, it is important to carry out marketing research.
The goal of every organization lies in maximizing profits and increasing the value of shareholders. This task is very complicated, and requires joint efforts of many divisions of every company. One of the most important factors which serve as the key to a company’s success is the correct choice of marketing strategies. Effective marketing policy provided by the management of the company can lead to outstanding results, while inefficient marketing policy can bring the company to bankruptcy. The correct choice of the marketing strategy is in many ways determined by the correct methods of marketing research which are being used by companies.