文章基本信息

标题：A Study on Consumer Behavior of Commercial Health and Fitness Club—A Case of Consumers in Liverpool
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作者：Wen Zhang ; Yuhong Li
期刊名称：American Journal of Industrial and Business Management
印刷版ISSN：2164-5167
电子版ISSN：2164-5175
出版年度：2014
卷号：4
期号：1
页码：58-69
DOI：10.4236/ajibm.2014.41010
出版社：Scientific Research Publishing
摘要：Commercial health & fitness clubs are providing an important kind of sporting service. On the basis of questionnaires and interviews with relevant research results, consumers of health & fitness clubs in Liverpool area are studied about their structures including ages, genders, etc., motivation of consumption, and consumption level as well as demand characteristics. Through impressing on the wheel of consumer behavior model, the factors affecting consumer behavior are also analyzed. The most predictable and accessible segments like young adult, affluent, health or appearance conscious consumers are concluded; their lifestyles easily integrate to leisure activities, and time pressure or financial costs are their key concerns. Targeting marketing strategies of the clubs are suggested accordingly in order to design service channel, price reasonably, communicate with consumers and provide satisfying environment.
关键词：Health & Fitness; Consumer Behavior; Liverpool; Marketing