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. Findings 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
The Essay on Health Care 1999 2000 Gender
Factors Affecting Health Care Administration Career Development By Gender Differences Analysis of Issues in the Health Care Industry Factors Affecting Health Care Administration Career Development in Gender Differences Introduction Evaluating the research supporting this article involves thoughtful examination of all aspects of the report. The purpose is to maintain an objective balance while ...
Executive Summary2 Chapter I5 Problem Definition6 Research Objectives7 Hypotheses8 Chapter II9 Literature Review10 Chapter III16 Research Design17 Data Analysis19 Chapter IV20 Results/Findings21 Limitation23 Chapter V24 Conclusions25 Recommendations26 Documentation27 Reference list28 Appendices29 Blank questionnaire Sample of filled up questionnaire List of Tables CHAPTER I Problem definition 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 such as usage rates by adopting similar approaches from several journal entries.
As this particular research topic has never been done in Indonesia, the purpose of this research is to gain a better understanding about Indonesia’s health club industry and to devise a conclusion regarding the orientation and motives of health clubs’ members. Furthermore, this topic is particularly interesting because the health industry has grown into a highly competitive industry in Asia Pacific. According to International Health, Racquet & Sportsclub Association, there were approximately 420 fitness clubs with 350,000 members in Indonesia in 2006.
The Essay on Health and Fitness 2
?Health and fitness, in general seem quite similar but they are not so. They are two different words symbolizing two different meanings. Health is the state of being free from illness or injury whereas fitness is considered a measure of the body’s ability to function efficiently and effectively in work and leisure activities, to resist diseases, and to meet emergency situations. From a young age ...
In fact, the estimated market size that includes secondary spending was $105 millions. In terms of members, Indonesia had 0. 14 percent that represented the whole population. The vast emerging trend in health industry is perceived differently in the eyes of consumers, the organizations and the government. From the consumers’ point of view, there are several different motives to why they involve in the trend such as to lose weights, to socialise, for recreational and relaxation purposes, to improve figure, to increase and maintain fitness level as well as to relieve stress.
From the organizations’ point of view, it creates a new lifestyle trend and a new job opportunity for both the consumers and the government. Moreover, it promotes a healthy lifestyle and build awareness regarding diseases that are caused by lack of exercise, obesity and other terminating illnesses. From the government’s point of view, the industry and its characteristic relate to the economic level at which people live, how they spend their money and how they allocate their time which contributing a great sum of spending on national economic income and at the same time, creating a new job opportunity.
Fitness Centers & health clubs today offer more than just state of the art exercises equipments but also excellent facilities and high quality services that range from massage and spa treatment, aromatherapy, swimming pool, sauna rooms, yoga, dancing and cycling studio, free DVDs rental, free flow of drinks and intense personal training. However, facilities and equipment are perceived to be the most influential whereas the food services such as snack bars or restaurants are perceived to be the least influential when it comes to members’ preferences (Lagrosen S & Lagrosen Y 2007).
Moreover, stiff competitions are inevitable in the industry itself to provide the most excellent facilities accompanied by the highest quality of service. “In the “age of customer” delivering quality service is considered an essential strategy for success and survival in today’s competitive environment” (Chowdhary N & Prakash M 2007).
The Term Paper on Healthy Behaviors: Physical Activity and Nutrition
Healthy Behaviors: Physical Activity and Nutrition Elderly people should be more conscious regarding their health, daily exercise, and nutritional habits. Many elderly people are aware of what their body need and do exercise but the majority still doesn’t see it as a priority. Healthy aging start by improving eating habits. Also Physical exercise benefits seniors more than any other group. A ...
On the industry’s perspective, it means that maintaining its competitive edge and its high quality services is indispensable in order to retain its customers whereas on the members’ perspective, it means meeting their expectations and satisfaction.
In overall, the industry has gained positive outlooks from the society as the best way to promote healthy diet and lifestyle. Research Objectives There are numerous motives why people join health clubs, for example, to improve their health and well beings, to be involved in social interactions such as dances and parties, to maintain or shred some weights, fondness of physical activities, to relieve stress or to be involved in all of those. On the other hand, the industry is also trying to promote healthy diet and ifestyle by offering extensive quality of services and facilities other than just sophisticated working out equipments. Hence, based on the above preliminary statement, 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.
Hypotheses In terms of psychographic antecedents and its relation to the demographic antecedents, it is hypothesized that age and gender have significant influence toward physical activity motivations and contributions. (Kniveton B H 2005).
RQ: Are gender and age significantly influenced by the psychographic segmentation variables such as Activities, Interest and Opinion statements?
H0: Based on the researcher’s observation, gender and age variables are significantly influenced by the psychographic segmentation variables such as Activities, Interest and Opinion statements H1: Based on the researcher’s observation, both gender and age variables are not significantly influenced by the psychographic segmentation variables such as Activities, Interest and Opinion statements. CHAPTER II Literature Review A previous study has addressed similar problems by investigating the consumers’ orientation and motivates in attending physical activities through gender and age variables.
The Essay on Promote young children physical activity and mivement skills
1.1 Explain why physical activity is important to the short and long term health and well being of children. Physical activity is an integral part of health and well being in children.Our bodies also require physical activity in order to be healthy.Understanding and supporting physical activity, will help children have the right foundation for a healthy and happy life.Positive experiences with ...
In that particular study, 460 recreational participants of equal numbers of males and females in two age groups were interviewed and given a short questionnaire concerning their motives for participation in physical activities in the health clubs. The methodology used by the study was by having a sample 460 recreational participants of equal numbers of males and females in two age groups, ranging from 17 to 27 and 37 to 84 who attended 19 health clubs. The younger age group had a mean age of 21 years while the older age group had a mean age of 50 years.
There were scheduled interviews that were split into a two-time session, a one hour period during the day and a one hour period during the evening. The interview consisted a number of specific questions that concerned with motivations towards participation in activities and attendance at the club. A Likert style rating scale and a ranking scale were adopted. The participants were divided into two focus groups based on their age and gender categories. The interview adopted questions such as “Who had the greatest influence in encouraging you to start your physical activity? The unstructured answers ranged from a friend to a doctor, “Why did you initially start to take an interest in your physical activity? ” The unstructured answers ranged from a desire to be fit and healthy to a means of socializing, “Why are you currently taking part in your physical activity? ” The unstructured responses ranged from enjoyment, catharsis, health and fitness, coping with physical challenge, thrills and excitement and social purposes, “Did you stop taking part in the activity and if so why? ” The unstructured answers ranged from injuries, marriage, childcare, job demands, boredom, being lazy and other reasons.
Other previous studies that have been implemented explained more about the context of the research, the objectives, the methodology and the findings. (Lepisto L & Divine R L, 2005) believed that the percentage of consumers who are truly maintaining a healthy lifestyle probably does not constitute a large segment of the population and there is clearly much larger mainstream segment who have adopted some aspects of a healthy lifestyle but who have not yet fully incorporated both a healthy diet and regular exercise into their daily routine according to the result of a research called the Behavioral Risk Factor Surveillance System.
The Term Paper on Consumer Behavior
Consumer Behavior A. A high involvement products are products in which a consumer goes through quite a long decision making process with every buy. Usually this product is considered the high involvement in the risk factor (the price or the use) that is connected with the purchase is high. Meaning the decision of choosing this product is connected with a large loss. The product that is a very good ...
They suggested that the growing demand for healthy products is not only being driven by those strictly maintaining a healthy lifestyle, but also by mainstream people who are attempting to live a little healthier. Their main objective was to gain a better understanding of the healthy lifestyle consumer by examining demographic, personal value and psychographic antecedents. Kucukemiroglu O, 1999) believed that the usage of demographics has been questioned and argued as demographic profiles have not been deemed sufficient because demographics lack richness and often need to be supplemented with additional data whereas lifestyle segmentation has been a useful concept for marketing and advertising planning purposes. In marketing, lifestyle describes the behavior of individuals, a small group of interacting people and large groups of people acting as potential customers.
It measures people’s activities in terms of how they spend their time, what interests they have and what importance they place on their immediate surroundings, their views of themselves and the world around them and some basic demographic characteristics. His main objective was to identify consumer market segments among Turkish consumers by using lifestyle patterns and ethnocentrism. The survey findings indicate that there are several lifestyle dimensions apparent among the Turkish consumers which had an influence on their ethnocentric tendencies.
Non-ethnocentric Turkish consumers tend to have significantly more favorable beliefs, attitudes, and intentions regarding imported products than do ethnocentric Turkish consumers. Using the lifestyle dimensions extracted, three distinct market segments were found. Consumers in the Liberals/trendsetters customer market segment showed similar behavioral tendencies and purchasing patterns to consumers in western countries. The findings provide some implications to marketers who currently operate in or are planning to enter into Turkish markets in the near future. Afthinos, Y, Theodorakis N D and Nassis, P 2005) tried to identify the aspects of service delivery deemed most important by the users of Greek fitness centers and to examine whether their desires differ according to the type of fitness center they use as well as according to certain demographic and motivation patterns. (Lagrosen S & Lagrosen Y, 2007) tried to discover quality dimensions for the health and fitness industry and to examine the salient aspects of the quality management practices of organizations in this industry. Methodology Afthinos, Y, Theodorakis N D and Nassis, P 2005) methodology was based on the QUESC instrument developed by Kim and Kim.
The Term Paper on Consumer Attitudes Towards Counterfeit Products
Counterfeit products and materials are knock-off, bootleg, pirated or other illegally produced materials that are produced and sold in violation of the Intellectual Property Rights (IPRs) of others or in a manner that fraudulently represent their quality or origin (Porteus, 2002). Despite the various anti-counterfeit efforts of multinationals and international trade organizations, counterfeiting ...
A total of 346 individuals who were members of public and private fitness centers in Athens, Greece completed the questionnaires. An analysis of variance (ANOVA) test was conducted for each item of the instrument in order to examine whether different groups had different desires for service delivery. Where a difference between group means was identified, Duncan’s multiple range tests were performed to determine which means were significantly different. Kucukemiroglu O, 1999) used self-administered questionnaires from Istanbul, Turkey during the winter of 1995. A questionnaire for the study was developed in English first then translated into Turkish by a bilingual associate. Back translation was also done to check any inconsistency as well as possible translation errors. Before the survey administration, pre-test of the questionnaire with a small group of respondents was conducted, and the results were satisfactory. The questionnaire consisted of five sections.
