Page 110 - DMGT506_CONSUMER_BEHAVIOUR

Unit 7: Consumer Attitudes

Notes

Task Take any two examples of car brands and list the attributes you attach to them.
Now ask your colleague to do the same. Do the attributes given by you and your colleague
match?

Case Study Yoga Boom in the US

hoever isn't focused on capturing Baby Boomers over the next two decades
isn't focused well on the future. (A baby boomer is a person who was born
Wduring the demographic Post-World War II baby boom.)

In the coming 20 years, boomers will inherit estates worth over 10 trillion dollars. And
every year, 4 million Boomers turn 50 and 4 million turn 60.
So what does this huge, affluent, aging population need? And why are private yoga
sessions the best solution for meeting its needs and multiplying your program profits?
Targeting Boomers' Needs
Most maturing Baby Boomers share three priorities:

1. Quality of life-the ability to pursue an active lifestyle as they age.
2. Freedom from the limits of health concerns and physical problems-in order to enjoy
leisure time for travel and family activities that they have earned the resources to
pursue.
3. Stress management-in "A Study of Consumer Attitudes Toward Physical Fitness and
Health Clubs," 2002, by American Sports Data Inc. [ASD], the percent of Americans
who reported feeling stressed out-26%-was one of the largest measurable
psychographics in the United States.
The thing that will most quickly make these priorities seem out of reach is a sudden or
chronic physical limitation, especially one that will not respond to traditional medicines
or surgery-and there are many of those. As Boomers age and see friends start to suffer
from nagging injuries and preventable diseases, they will want to do everything possible
to prevent two things:
1. Overuse injuries, which are exacerbated by limited flexibility and strength.
2. Unnecessary accidents, which result from falls caused by lack of balance and strength.

Yoga – The Fastest-Growing Fitness Activity
Most fitness industry people and active consumers now believe that a variety of disciplines
can help people avoid and recover from problems caused by overuse injuries. The most
common activity choices include strength training, Pilates, tai chi, yoga and cardio training.
All these disciplines are useful, but with an 18% increase in participation, yoga was the
fastest-growing fitness activity in 2005, according to ASD's SUPERSTUDY® of Sports
Participation, fielded in January 2006.
Contd....

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