Consumer behaviour typology of members of health and fitness centres

Abstract

Consumers are an important part of business and understanding their behaviour, wants, and needs plays a vital role in the success of any business. This study focussed on the health and fitness industry in South Africa and the consumers making use of their services, as well as the non-users of these services. The primary objective of this study is to develop a consumer typology for health and fitness centres, based on the consumer behaviour of its members. Non-gym member responses were also solicited. A questionnaire was developed and sent out via email and Facebook, using convenience and snowball sampling to gather quantitative data. In total, 209 responses were received of which 98 were gym members and 111 not. Various statistical analyses were conducted on the data. A factor analysis was done to create a more manageable number of variables, while a cluster analysis was done to indicate whether certain profiles existed within the data. Cross-tabulations were carried out on the profiles to identify any significant differences in terms of their consumer behaviour. A T-test was performed to determine whether any differences existed regarding the choice of a specific health and fitness centre, while two binary logistical regressions were done to identify which factors could predict gym membership. The results indicated that two distinct gym member profiles, and two non-gym member profiles, could be identified.

Verbruikers is ʼn belangrike deel van besigheid en ʼn deeglike begrip van hul gedrag, begeertes en behoeftes speel ʼn deurslaggewende rol in die sukses van enige sakeonderneming. Hierdie studie fokus op die gesondheid- en fiksheidbedryf in Suid-Afrika, die verbruikers wat van hierdie dienste gebruik maak, asook dié wat nie daarvan gebruik maak nie. Die hoofoogmerk van hierdie studie is om ʼn verbruikertipologie vir gesondheid- en fiksheidsentrums te ontwikkel op grond van die verbruikersgedrag van die lede. Niegimnasiumlede is ook aangemoedig om deel te neem. ʼn Vraelys is ontwikkel en via e-pos en Facebook versprei. Gerieflikheid- en sneeubalsteekproefneming is gebruik om kwantitatiewe data in te samel. Altesaam 209 response is ontvang, waarvan 98 gimnasiumlede is en 111 nie gimnasiumlede is nie. Verskeie statistiese ontledings van die data is uitgevoer. ʼn Faktorontleding is gedoen om ʼn meer hanteerbare aantal veranderlikes te kry, terwyl trosontleding gebruik is om te bepaal of daar sekere profiele in die data bestaan. Kruistabellerings is op die profiele uitgevoer om enige noemenswaardige verskille ten opsigte van hul verbruikersgedrag te identifiseer. ʼn T-toets is gedoen om te bepaal of daar enige verskille rakende die keuse van ʼn spesifieke gesondheid- en fiksheidsentrum is, terwyl twee binêre logistieke regressies gedoen is om te identifiseer watter faktore gimansiumlidmaatskap kan voorspel. Die resultate het getoon dat twee afsonderlike gimnasiumlidprofiele, en twee nielidprofiele, geïdentifiseer kan word.

Badiriši ke karolo ye bohlokwa ya kgwebo gomme go kwešiša maitshwaro a bona, dihlokwa le dinyakwa go bapala karolo ye bohlokwa katlegong ya kgwebo efe le efe. Nyakišišo ye e lebantše go intasteri ya maphelo le tša boitekanelo ka Afrika Borwa, badiriši bao ba šomišago ditirelo tša yona, le bona bao ba sa šomišego ditirelo tše. Maikemišetšomagolo a nyakišišo ye ke go bopa thaepolotši ya badiriši ba disenthara tša maphelo le tša boitekanelo, go ya ka maitshwaro a badiriši ba maloko a tšona. Dikarabo tša maloko a go se šomiše lefelo la boithobollelo le tšona di kgopetšwe. Lenaneopotšišo le dirilwe gomme le rometšwe ka imeili le Facebook, go šomišwa sešupo sa boiketlo le sa koketšo go kgoboketša datha ya khwalitheithifi. Ka moka, go amogetšwe dikarabo tše 209 tšeo 98 ya tšona e lego ya maloko a lefelo la boithobollelo gomme tše 111 ga se tša maloko. Ditshekatsheko tša go fapana tša dipalopalo di dirilwe godimo ga datha. Tshekatsheko ya dintlha e dirilwe go bopa palo ye e laolegago bonolo ya dintlha, mola tshekatsheko ya sehlopha e dirilwe go laetša ge eba diprofaele tše itšeng di gona ka gare ga datha. Mekgwatshekatsheko ya go fapana e dirilwe godimo ga diprofaele go hlaola diphapano dife le dife tše bohlokwa go ya ka maitshwaro a bona a bodiriši. Teko-T e dirilwe go laetša ge eba go bile le phapano efe le efe mabapi le kgetho ye itšeng ya senthara ya maphelo le boitekanelo, mola dikakanyo tša lotšistiki tša go menagana gabedi di dirilwe go hlaola ntlha yeo e kago bonelapele boleloko bja lefelo la boithobollelo. Dipoelo di laeditše gore diprofaele tše pedi tša go fapana tša maloko a lefelo la boithobollelo, le diprofaele tše pedi tše e sego tša maloko a lefelo la boithobollelo, di ka hlaolwago.