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The demand for sports services through detection of consumer preferences in exercisesand sport of Gomel population is determinated in the article. The relevance of a researchis caused by the increased strengthening of a role of physical culture and sport in life of modern society. The main aim of researches is marketing assessment of subjective and motivational characteristics of consumers of sports and improving services of various age groups

FEATURES OF CONSUMER PREFERENCES OF INHABITANTS OF GOMEL IN THE CHOICE OF SPORTS AND IMPROVING SERVICES