This marketing research report mainly attempts to achieve the following objectives such as to find out the orientation and motives of health clubs members in terms of psychographic segmentation such as lifestyles which are broken down into Activities, Interest and Opinion statement as well as the behavioral segmentation such as usage rates and finally to gain a better understanding about the Indonesian’s health club industry.
In this particular study, 300 respondents were given a questionnaire to find out the orientation and motivation of health clubs members in terms of psychographic segmentation such as lifestyles which are broken down into Activities, Interest and Opinion statement as well as behavioral segmentation such as usage rates.
The findings of the present research suggest that the variables of demographic segmentation such as gender and age are closely related to the psychographic segmentation which is described as: Health clubs members’ agree toward the activities statement. They prefer to be in the health clubs on Saturday night, becoming a member to socialise and they do participate in more than one service organization. Health clubs members’ agree toward the interest statement. They prefer to dress for comfort, eat healthy food over tasty ones and they do think that all of their families should belong to the gym. Health clubs members’ strongly agree toward the opinion statement. They believe that maintaining fitness level is the most important thing, the world is overwhelmed with obesity issue and they agree that PE was one of their favorite subjects. In both gender and age variables, the findings are summarized as: The age variable does not have significant contributions on activities statement whereas the gender has it. The age variable has significant contributions on Interest statement whereas the gender does not have it. The age variable has significant contributions on Opinion statement whereas the gender does not have it. Recommendations
The health clubs in Jakarta can better develop and improve its marketing strategies by adopting this particular approach based on the combination of psychographic segmentation such as lifestyle and demographic segmentation to boost its members’ motivation based on turn-up rates and build them as a part of word-of-mouth publicity technique.
Table of Contents
Letter of Transmittal1
Sample of filled up questionnaire
List of Tables
The proliferating trend in fitness and health industry is a worldwide phenomenon today. “The United States has the largest number of 33,000 fitness and health facilities where the Europe is fewer but constantly growing” (Afthinos, Theodorakis & Nassis 2005). In Indonesia, particularly in Jakarta, the growth of fitness centers & health clubs is escalating rapidly. Infamous gym & health clubs such as Fitness First, Celebrity Fitness, Lifespa and Gold’s Gym to name a few are multiplying its club branches to cater the ever-increasingly demand. Moreover, the trend has received positive feedback and many more people are turning to be health and image conscious in response to it. The researcher is interested to find out the orientation and the motivation of members in several health clubs, particularly in West Jakarta in terms of psychographic segmentation such as lifestyles, which is broken down to Activities, Interests and Opinion statement and behavioral segmentation...