Analysis of Consumer Preferences in the Fitness Services Market of China

Abstract

This article examines consumer preferences in the fitness services market in China, driven by the growing popularity of fitness and healthy living. Understanding fitness preferences among the population is increasingly important for developing effective fitness programs and marketing strategies. Chinese society is transitioning from traditional lifestyles to more active and healthy ones, leading to a rise in interest in physical activity and entertainment, as well as the emergence of new fitness facilities and programs. Insights into fitness preferences within the context of Chinese society can aid fitness industry enterprises and public health organizers in designing more effective and accessible programs for a broad audience. The contemporary Chinese market is one of the largest and fastest-growing globally. Economic changes in recent decades have led to a significant improvement in living standards and the emergence of new consumer trends among the Chinese population. However, these changes necessitate a thorough analysis of Chinese consumers' preferences to identify key factors influencing their choices. This study is based on a survey of 257 adults from various sociocultural groups across different regions of China. The research aims to determine the problems and prospects of engaging various population segments in health fitness activities and their consumer preferences. The results indicate varied satisfaction levels with fitness outcomes between men and women, with time constraints and lack of motivation being the main obstacles to fitness participation. Financial limitations and the distance to fitness centers also impact, albeit to a lesser extent. The most valued services for a comfortable fitness experience are massage, showers, and personal training programs. Personalized training sessions and online consultations received mixed reviews. These findings highlight the importance of addressing barriers to fitness participation and developing targeted strategies to enhance the quality of life for Chinese consumers.