CONSUMER BEHAVIOUR TOWARDS
HOME FITNESS EQUIPMENT
Abstract
Fitness Equipment demand is one of the growing market in India due to awareness among the
consumers, marketing strategies of companies and also the government initiatives towards
this direction fuel the demand in near past and will increase at a fast pace in future.
Consumers are going to gym and fitness centre to avail the services. But due to busy schedule
and long hours of working, crowded fitness centres, vehicle parking problems in metros
consumers are started moving towards home equipment. But the major concerned about the
home users are price and size of the equipment.
Thus this research has done with the objective to understand the fitness market and consumer
behaviour towards the home fitness equipment. Structured questionnaire is used to collect the
data from the users of the equipment. Secondary data is used to understand the market
scenario. Study shows that size, price, quality are the factor of concerned but brand is not as
relevant as it consider to be. Companies need to understand the requirement of the market and
develop the product as per the need of the consumers.
Keywords: Fitness Equipment, Indian market, Consumer Behaviour, Brand
1)Introduction
India fitness equipment market is forecast to reach $1.1 billion by 2023 3.Revenue in the
"Fitness" segment amounts to US$475m in 20184.The fast paced life with technological
advancement has restricted the movement of body. Along with these, unhealthy food habits,
rising instances of obesity and chronic heart diseases from leading a deskbound lifestyle.Thus
to avoid these unwelcoming diseases, people have started growing health awareness resulting
in the growth of fitness market. Additionally, growing penetration of international and
domestic equipment manufacturers coupled with rising number of gyms and health clubs are
contributing to the growth of this market. Growing desire of youth population towards
physical fitness is complementing the growth of this market.
1. Objective of research
To find out the reasons for the increasing demand of Fitness equipment & fitness
gadgets in India
To analyse the consumer behaviour toward the home fitness equipment
To identify the impact of brand on consumer buying decision
2. Research methodology
Fitness enthusiasts today are mostly in the age group of 20 to 35 years as per the literature and
the majority of the people in this age group are students and professionals’ thus major
emphasis is given on this segment. Thus the data collection is included all segments those who
are using equipment’s at home. Structured questionnaire of 100 samples is used for the study.
3. Data Analysis
Age
72 % of respondents are in the category of 20-30 years and 28% are above 30 years of age.
Motive of Exercise
Table 1:Motive of Exercise
60
To lose weight 42 50
To build muscle 18 40
To improve energy level 48 30
To reduce stress levels 42 20
10
To improve functional strength 36
0
Any others 14
Table 1 explains the respondents are answer lose weight, improve energy and reduce stress
level are the major reasons.
Occupation
Table 2: Occupation
Occupation 100
80
House wife 18 60
Business 28 40
Students 82 20
Professionals 61 0
Others 11
Table 2 explains the majority users of fitness equipment are students and professionals
Type of fitness equipment currently have or plan to purchase
Table 3: Type of fitness equipment
Yoga mats 55
Cardio equipment 46
Resistance Band 38
Adjustable Dumbbells 60
Jump ropes 30
Wrist& ankle weighs 25
Treadmill 53
Elliptical 37
Others 26
Table 3 reveals that mostly the people using Dumbbells, yoga mats and cardio equipment
along with treadmill. Few consumers are having more than one equipment.
Consumer behaviour for purchase and learn about personal fitness products
Table 4: Consumer behaviour for product purchase decision
Expert (personal trainer or fitness coach) 42
Other Sources 12
Peers/word of mouth 42
Social media 14
Television 9
Used it at the gym, Expert (personal trainer
or fitness coach) 55
Websites 26
Table 4 indicates that use of gym expert, peers and word of mouth are the major influencing
factor for purchase decision
Factors responsible for purchase Decision
Table 5: Factors responsible for purchase Decision
Ease of use 73%
Price 68%
Size of equipment 55%
Durability 46%
Portability 44%
Design 36%
Warranty 34%
reviews 11%
Brand 9%
According to table 5 ease of use, price, size and durability are the major factors for the choice
of equipment and brand has less importance.
Findings
Consumer awareness about health, Cardiovascular and other stress related diseases,
government initiatives for creating awareness and force implantation in government offices
are some of the reasons for increasing demand of fitness equipment in India.
Majority of consumers are belong to the age group of 20-30 years of age. Mostly students and
young professionals with reasons behind the use of fitness equipment are lose weight,
improve energy and reduce stress level .They are using Dumbbells , yoga mats and cardio
equipment due to increase in heart related diseases. Gym expert, peers and word of mouth are
the major influencing factor for purchase decision.
Buying decision is mostly depend on price, size and durability of equipment and brand has
less importance. Branded product are costlier and that is one of the reason brand is not having
much importance.
Managerial Implication
An estimated value of fitness market in India 2017 is Rs. 95,000 crore and likely to grow at
double digit. To understand the need of growing market is very importance. Cardiovascular
equipment is growing need and people have the either ne time to visit gym or there are other
reasons as mention in literature like parking place and crowded. To satisfy demand of prize
conscious consumer manager must think for it. Out of total users for fitness equipment only
18.3 percent are using the home equipment. Non users are again the major untapped market
may be change to users in future if proper marketing strategies are used.
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