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.
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