Writers: Donelda S. McKechnie, Jim Grant, Victoria Korepina and Naila Sadykova
School of Business, American University of Sharjah, United Arab Emirates
Introduction
The purpose of this article are guided by two objectives:
First, to what extent are female consumers a viable target market segment for home fitness equipment.
Introduction
The purpose of this article are guided by two objectives:
First, to what extent are female consumers a viable target market segment for home fitness equipment.
Second, to what extent do women believe/disbelieve the advertising claims that are made about such products.
The reasons women buying the home fitness equipment is for the sake of exercising ,appearance and health considerations.
The descriptors for the purchase behavior of women is their age, nationality, occupations and religion demographics.
Cultural and societal factors (Shaw, 1994; Deem and Gilroy, 1998) have the potential to influence the purchase and use of home exercise equipment although such concerns are not central to the purpose of this paper.
Literature review
In this article,respondent are grouped into four age categories: under 31 years, 41-50 years, and 51-60 years. The result show that women under 50 tend to exercise as a way to control weight and for social interaction and women from age 31-50 years is for stress relief.
Weight control and appearance are found to be important factors when making gender distinctions about exercise involvement.
Deem and Gilroy (1998, p. 89) address this issue noting that “. . . women’s participation in sport should be viewed as part of women’s leisure, enjoyment and relaxation,
rather than as an endeavor which is primarily about achieving good health and physical fitness”.
Other factors, equally important when addressing women’s participation in physical activities, are the socioeconomic as well as the demographics of family makeup, age,
education, etc. (Deem, 1986).
However, why women choose to work out at home rather than join a club may or may not be the result of cultural and/ or social constraints (Deem and Gilroy, 1998). Shaw (1994)
suggests that time, finances, lack of opportunities/facilities or family obligations have the potential, jointly or severally, to impede women from engaging in leisure activities.
Societal and cultural forces may constrain some women from engaging in activities that are deemed to be inappropriate (Shaw, 1994) such as joining a fitness club outside the home. By engaging in exercise activities within the home, using apparatus similar to what is available in commercial venues, then women may be able to challenge the preconceived and traditional notions of the culture.
Methodology
Data collection included interviews with sales staff in retail sporting good outlets as well as soliciting responses to a questionnaire. Information sought included:
· the type and brand names of equipment available;
· who is buying the products and why; and
· what they see as the growth areas for home fitness equipment in the future.
Interview responses
Weight control and appearance are found to be important factors when making gender distinctions about exercise involvement.
Deem and Gilroy (1998, p. 89) address this issue noting that “. . . women’s participation in sport should be viewed as part of women’s leisure, enjoyment and relaxation,
rather than as an endeavor which is primarily about achieving good health and physical fitness”.
Other factors, equally important when addressing women’s participation in physical activities, are the socioeconomic as well as the demographics of family makeup, age,
education, etc. (Deem, 1986).
However, why women choose to work out at home rather than join a club may or may not be the result of cultural and/ or social constraints (Deem and Gilroy, 1998). Shaw (1994)
suggests that time, finances, lack of opportunities/facilities or family obligations have the potential, jointly or severally, to impede women from engaging in leisure activities.
Societal and cultural forces may constrain some women from engaging in activities that are deemed to be inappropriate (Shaw, 1994) such as joining a fitness club outside the home. By engaging in exercise activities within the home, using apparatus similar to what is available in commercial venues, then women may be able to challenge the preconceived and traditional notions of the culture.
Methodology
Data collection included interviews with sales staff in retail sporting good outlets as well as soliciting responses to a questionnaire. Information sought included:
· the type and brand names of equipment available;
· who is buying the products and why; and
· what they see as the growth areas for home fitness equipment in the future.
Interview responses
They do not advertise particular products; it is the responsibility of the manufacturer/distributor head office to place ads on television and in magazines including the stores’ name and location. “As Seen on TV” is printed on the boxes to attract consumers who would not normally purchase from TV but will buy the same product from the store.
The surveys focused on:
-treadmills;
-cycling machines;
-workout equipment; and
-abdominal machines
which were the four main product categories that interest women shoppers according to the retail sales staff. In addition to demographic questions, the survey asked about previous purchases, satisfaction and whether they believe/disbelieve the advertisements that promote sports equipment.
Four demographic questions asked for respondents’ age, occupation, religion and nationality . With percentages for each noted in parenthesis, these categories
were further subdivided into three groups for age, and four for each of occupation and religion. Nationality had five.
The survey asked the reasons that women exercise. 24 percent said to lose weight, 41 percent want to look good, 32 percent workout to get fit and 3 percent exercise for other reasons.
The findings have shown that women are a viable market: approximately 40 percent of the respondents have previously bought fitness equipment for the home. This is a strong
indication that women are a consumer segment that may be pursued.
Finally, the extent to which women believe the advertisements, the responses indicate that generally, they are discerning shoppers. Those who have bought said that they did believe the advertisements. However, a large number of women also assess the advertisement message critically before believing what is claimed.
The surveys focused on:
-treadmills;
-cycling machines;
-workout equipment; and
-abdominal machines
which were the four main product categories that interest women shoppers according to the retail sales staff. In addition to demographic questions, the survey asked about previous purchases, satisfaction and whether they believe/disbelieve the advertisements that promote sports equipment.
Four demographic questions asked for respondents’ age, occupation, religion and nationality . With percentages for each noted in parenthesis, these categories
were further subdivided into three groups for age, and four for each of occupation and religion. Nationality had five.
The survey asked the reasons that women exercise. 24 percent said to lose weight, 41 percent want to look good, 32 percent workout to get fit and 3 percent exercise for other reasons.
The findings have shown that women are a viable market: approximately 40 percent of the respondents have previously bought fitness equipment for the home. This is a strong
indication that women are a consumer segment that may be pursued.
Finally, the extent to which women believe the advertisements, the responses indicate that generally, they are discerning shoppers. Those who have bought said that they did believe the advertisements. However, a large number of women also assess the advertisement message critically before believing what is claimed.
In my opinion, the marketers should focus their audience to the man market in segmenting this home fitness equipment .
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