Análise do comportamento de compra dos consumidores dos serviços de academias de ginásticas

Abstract

The search trend for healthy habits in order to combat sedentary lifestyles and improve quality of life brings out the need and growing demand for gyms services in the fitness market. The sector's growth opens doors for specific analysis related to services offered and consumer behavior gyms. The overall objective of this research is to analyze the purchasing behavior of consumers from gym’s service, primarily investigating the variables that influence the decision-making process of buying this service, it is important key to understanding and suitability of the consumer needs and desires. The study had online survey and sample of 125 cases in Fortaleza and the main results observed identifies the importance of the attributes equipment and physical structure, price and location as priorities in the decision academies choices and teachers attribute to the evaluation service quality, also standing out as motivation to practice the exercises concern for aesthetics and physical and mental health.