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The study of female consumers' behavior in Taipei fitness clubs
The purpose of this study was to understand the characteristics of demographic variables, participating motivation, lifestyle and behavior of female consumers in Taipei fitness clubs and to analyze the relation of female consumers’ behavior and lifestyles. Questionnaire titled as “the survey of consumers behavior of the female consumers in Taipei fitness clubs” was used as the research tool. The subjects were the female members of three fitness clubs in Taipei. 420 samples were collected during March and April in 2010. Statistical methods were applied to analyze the data. The findings were as below: 1. Most consumers were 26 to 30 year-old un-married females, who had bachelor’s degrees and whose monthly salary was under $30,000 NTD. Most female consumers have over 3- year membership and pay it annually. They mostly did exercise after 5 p.m. at the weekday and the frequency was mainly 3 to 4 times a week. They spent 15 minutes or less in transportation to the fitness club and exercise alone. They went to the specific club by considering the recommendation from their friends or families. Generally, the female consumers tend to join the classroom programs. 2. The intensity of participative motivation in descending order were “health”, “relaxation”, “leisure”, “achievement” and “social needs”. 3. Significant differences were found among members’ participative motivations and demographic variables. 4. The femaleconsumers of fitness clubs in Taipei were classified into three lifestyle types which includes “life-enjoyment oriented”, “fashion-socialization oriented”and “passiveness oriented”. 5. Lifestyles of the female consumers were significantly related to demographics variables. 6. Lifestyles of the female consumers were significantly related to consumer behaviors. 7. Demographics of the female consumers were significantly related to consumer behaviors. According to the results, it was recommended that fitness club may develop different marketing strategies targeting females of different demographical or lifestyles, in order to increase the intention of female consumers in joining fitness clubs.
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