Fitbit Inc. Influence Perceptions

capitalize on this by offering products that motivate consumers to attain a fit and healthy lifestyle. One example of this can be seen in the Fitbit Local program (“Fitbit Local,” 2016). The program offers a diversity of free workouts in different locations that anyone can sign up to attend. Consumers can even connect on Facebook to see who else is attending the same event. The intention behind Fitbit Local is to motivate individuals to get active and get involved within the community while also marketing the Fitbit products.
Perception.
One way marketers at Fitbit Inc. influence perceptions of the products and the firm is through the implementation of various programs. For example, the “FitForGood” campaign encouraged consumers to earn steps with the incentive of earning money for a charitable organization of their choice
Anyone who owns a Fitbit product enjoys how satisfying it is to see 10,000 steps earned. Positive emotions experienced by consumers can have a direct correlation to consumer satisfaction. Meirovich, Bahnan, and Haran (2013) argue, “Customer satisfaction has been widely recognized as a source of competitive advantage and organizational success” (p. 27). Fitbit products induce emotions such as pride, excitement, and confidence in consumers. As a result, these emotions produce a unique marketing advantage because marketers realize how important emotional appeal is in relation to product demand (Kotler and Keller, 2016).
Fit Science exists as an experience Fitbit Inc. offers through the website in which articles are published that advise customers how to get moving, eat well, feel good and be inspired. There are several articles related to emotional well-being and how Fitbit products, along with exercise, can assist in managing emotions. For example, staff at Fitbit Inc. have published articles such as “Feeling Overwhelmed? Read This” and “Gratitude is a Health Booster - Start Practicing Today” (“Fitscience,” 2016).
Market