A Study on Consumer Behavior of Commercial Health and Fitness Club—A Case of Consumers in Liverpool

Commercial health & fitness clubs are providing an important kind of sporting service. On the basis of questionnaires and interviews with relevant research results, consumers of health & fitness clubs in Liverpool area are studied about their structures including ages, genders, etc., motivation of consumption, and consumption level as well as demand characteristics. Through impressing on the wheel of consumer behavior model, the factors affecting consumer behavior are also analyzed. The most predictable and accessible segments like young adult, affluent, health or appearance conscious consumers are concluded; their lifestyles easily integrate to leisure activities, and time pressure or financial costs are their key concerns. Targeting marketing strategies of the clubs are suggested accordingly in order to design service channel, price reasonably, communicate with consumers and provide satisfying environment.