Segmenting fitness centre clients
by Mario Teixeira, Abel Correia
International Journal of Sport Management and Marketing (IJSMM), Vol. 5, No. 4, 2009

Abstract: This study segments the clients of fitness centres in the Portuguese island of Madeira based on cluster analysis. A questionnaire with 121 observations is used to examine the motivation profiles. The findings reveal that there are three segments in the data: the first is denominated as the 'happy consumer' segment. The second segment consists of the 'unhappy consumers' and the third are composed of the unmarried, unattached consumers. The managerial implications of the results are derived.

Online publication date: Fri, 20-Feb-2009

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