Orientation and Motives of Health Clubs Members in Terms of Psychographic Segmentation Such as Lifestyles Which Are Broken Down Into Activities, Interest and Opinion Statement as Well as the Behavioral Segmentation Such as Usage Rates and Finally ...

6377 Words Aug 29th, 2008 26 Pages
Executive Summary

Brief objective
This marketing research report mainly attempts to achieve the following objectives such as to find out the orientation and motives of health clubs members in terms of psychographic segmentation such as lifestyles which are broken down into Activities, Interest and Opinion statement as well as the behavioral segmentation such as usage rates and finally to gain a better understanding about the Indonesian’s health club industry.

Methodology
In this particular study, 300 respondents were given a questionnaire to find out the orientation and motivation of health clubs members in terms of psychographic segmentation such as lifestyles which are broken down into Activities, Interest and Opinion statement
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Furthermore, this topic is particularly interesting because the health industry has grown into a highly competitive industry in Asia Pacific. According to International Health, Racquet & Sportsclub Association, there were approximately 420 fitness clubs with 350,000 members in Indonesia in 2006.
In fact, the estimated market size that includes secondary spending was $105 millions. In terms of members, Indonesia had 0.14 percent that represented the whole population.
The vast emerging trend in health industry is perceived differently in the eyes of consumers, the organizations and the government.
From the consumers’ point of view, there are several different motives to why they involve in the trend such as to lose weights, to socialise, for recreational and relaxation purposes, to improve figure, to increase and maintain fitness level as well as to relieve stress.
From the organizations’ point of view, it creates a new lifestyle trend and a new job opportunity for both the consumers and the government. Moreover, it promotes a healthy lifestyle and build awareness regarding diseases that are caused by lack of exercise, obesity and other terminating illnesses.
From the government’s point of view, the industry and its

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