A STUDY ON MARKET DEMAND AND PREFERENCES FOR SPORTS ACTIVITIES AMONG PREGNANT WOMEN IN BULGARIA

<p>Physical activity during pregnancy is increasingly recognized as a key factor in maintaining women's physical health and psycho-emotional well-being. This study analyzes market demand and preferences for sports services targeting pregnant women in Bulgaria. It examines consumer attitudes regarding the safety, accessibility, and effectiveness of the offered services, as well as the role of sports marketing within the wellness industry. The research highlights the growing economic value of sport and the need for targeted marketing strategies tailored to the specific needs of pregnant women. The findings have practical implications for professionals in the fields of sports and health, as well as for providers of prenatal care services. </p>