A Study on Consumer Buying Behaviour with Respect to Fitness Centres in Navi Mumbai

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Bhumika Bhaskar Anupama Desai, S. Fatima Rosaline Mary

Abstract

Over the past few years, there has been a steady drop in youth fitness, and obesity is at an all-time high. As people turn more and more toward screens and less toward physical activity, the younger generations are facing health and fitness crisis. Regular workout will help in reducing risk and promote overall well-being. Youth have started going to modern fitness centres for healthier lifestyle. Fitness Centres are still in the infant stage in India. Therefore there is a need to understand buying behaviour of fitness centres. This research paper objects to evaluate considerations related to consumer behaviour, such as perception and satisfaction amongst youth between the age group of 18 to 30 years in Navi Mumbai City. The main focus of this study is to analyse consumer buying behaviour of youth towards fitness centres in Navi Mumbai. A sample of 102 questionnaires was collected online using a convenient sampling methodology. The results of the study indicate that there is no relationship between median levels of marketing tools used by various fitness centres for creating brand awareness. The study concludes that demographic factors such as gender and marital status of youth do not have any impact on their satisfaction level. The research reveals that fitness centres will assist youth in developing healthy lifestyle and well-being. This study will be useful for strategic planners and marketing team of corporate bodies and Government to design, create and sell various types of wellness product/services with special reference to fitness centres at different marketplaces.

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How to Cite
Bhumika Bhaskar Anupama Desai, S. Fatima Rosaline Mary. (2024). A Study on Consumer Buying Behaviour with Respect to Fitness Centres in Navi Mumbai. European Economic Letters (EEL), 14(2), 846–855. https://doi.org/10.52783/eel.v14i2.1411
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