Abstract
Commercial health & fitness clubs are providing an important kind of sporting service. On the basis of questionnaires and interviews with relevant research results, consumers of health & fitness clubs in Liverpool area are studied about their structures including ages, genders, etc., motivation of consumption, and consumption level as well as demand characteristics. Through impressing on the wheel of consumer behavior model, the factors affecting consumer behavior are also analyzed. The most predictable and accessible segments like young adult, affluent, health or appearance conscious consumers are concluded; their lifestyles easily integrate to leisure activities, and time pressure or financial costs are their key concerns. Targeting marketing strategies of the clubs are suggested accordingly in order to design service channel, price reasonably, communicate with consumers and provide satisfying environment.
Highlights
Health & fitness clubs have an important position in social sporting service, and reflect the importance of health care
This paper aims to study the consumer structure of health & fitness clubs in Liverpool area, their motivation, consumption, consumer demand, and targeted marketing strategies based on previous studies, and it has a very important practical significance for health & fitness club managers, investors and the Government as a reference
The results of the primary research undertaken are compared with secondary research to test the main premises, using Solomon’s “wheel of consumer behavior” as the structural framework
Summary
Health & fitness clubs have an important position in social sporting service, and reflect the importance of health care. Health & Fitness clubs include profit organizations and non-profit organizations. Health & fitness club can be called commercial health & fitness club. As Liverpool region is the birthplace of football, local people’s enthusiasm for sports has a long history. With the continuous improvement of living standard, there are many chronic diseases which appear in middle age and even younger age. Liverpool area residents are studied because their life qualities have been affected by obesity, hypertension, fatty liver and other diseases
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