Creating Lifestyle Segments Among Gym Going Men
Autor: UJJWAL KUMAR • July 13, 2015 • Presentation or Speech • 347 Words (2 Pages) • 902 Views
Marketing Management-I Project
“Creating lifestyle segments among gym going men”
The key goal of the project is to cluster consumers together with their related needs in order to understand and analyze the market segmentation.
In this project we will be working on different lifestyles men follow who regularly visit the gym. First of all, we would throw some light on the different driving forces that lead men to join gyms as some of them go for physical fitness while some may do it as a recreational activity while others have different interests. We will be looking for answers to a few questions: How do men from different sectors and age groups inculcate gym and other physical activities like swimming in their lifestyle and whether it is beneficial and to what extent? What are their expectation from the gym and other fitness centers?
In order to give this project a good shape and validate our research we will target people from different sectors (demographic, economic & social-cultural) like students as well as faculty at IIM Lucknow. We would also visit different fitness centers and get their feedback on the profile of their customers and how they cater to their varying needs.
Research papers:
- Promoting physical activity in the United States: challenge to physical education (fitness, lifestyle). Brooks, Christine Mary. The University of North Carolina at Greensboro, ProQuest, UMI Dissertations Publishing, 1985. 8520585.
- Lifestyle- A tool for understanding buyer behavior. Jayasree Krishnan, int. Journal of Economics and management5(1): 283-298(2011)
- Consumer behavior in fitness centres: a typology of customers. Athanasopolou P., Oikonomou K. Academy of marketing conference 2011
- Men’s Motivation to go to the gymnasium: a study of intrinsic and extrinsic motivation. International Journal of Sport Management and Marketing Vol. 13, Nos. ½, 2013. Monash University, Malaysia. Weng Merc Lim, Ding Hooi Ting, Kimberley Ying-Ying Loh, Wan Theng Loh, Wan Theng Loo, Sohail Shaikh
- Customer’s expectations of service in Greek fitness centers: Gender, age, type of sport center, and motivation differences. Managing Service Quality: An international Journal, Vol. 15 Iss: 3, pp. 245-258.
Submitted by:
Group-11
Suyash Sengar (+918971244388), Team Leader
Shivi Garg
Sushma Komarabathini
Ujjwal Kumar
Vineet Rawat
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