MODELING BEHAVIOUR OF FITNESS-SERVICES CONSUMERS: EXPERIENCE OF FACTOR ANALYSIS APPLICATION


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Abstract

The paper considers the opportunities for application of one of the multivariate statistics methods – factor analysis in studying motivation behaviour of fitness-services consumption. The author proves the importance of modeling consumers’ behaviour on the fitness-services market. Particular attention is paid to the construction of models based on the motivation criterion. The author describes in detail the methodology and research methods of fitness services consumer motivation, and shows the results of the analytical study based on which the factor analysis was held and motivational patterns of fitness services consumption were built. Online survey of fitness clubs clients from different regions of Russia was used as a method of data collection in the main study, as well as inquiry of the customers immediately at the fitness clubs of the Ivanovo region. About 1160 respondents were interviewed in total. The hypothesis of the study is that different sex and age groups will be characterized by a certain strategies of behavior in terms of the motivation for fitness activities. The application of factor analysis has revealed six types of behavior: hedonistic, demonstrative, heuristic, health-improving, sports and physical, and recreational. Empirical data obtained through the study confirm the original hypothesis. Cross-tables analysis shows statistically significant differences in all social groups against all models, except for heuristic. The findings of the survey data prove that the behavior of consumers in the fitness market is determined by different motivation strategies, and certain social groups tend to show their own pattern of behavior in the fitness services market.

About the authors

Natalia Evgenievna Barteneva

Lenin Ivanovo State Power Engineering University, Ivanovo

Author for correspondence.
Email: n_rybina37@mail.ru

postgraduate student of Chair “Public Relations and Mass Media”

Russian Federation

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