Page 112 - DMGT506_CONSUMER_BEHAVIOUR

Unit 7: Consumer Attitudes

Women Over 40 Notes
Yoga class participants are more than 75% women. Almost half of those who practice are
at least 35 years old (the youngest Boomers are now 41), and 20.5% are 55 or older,
according to the ASD SUPERSTUDY for 2005.
Women participants with dance backgrounds are not the best candidates for private yoga-
because they thrive in a class setting. The only yoga promotion they need is a reminder
that they will enjoy the dance-like movements of flowing (vinyasa) yoga.
But women who have not grown up with dance, and who may not feel athletic, are likely
to be attracted to a brief tutorial that will get them up to speed before they try following
along with others who seem to need no guidance or special help. A one-on-one introduction
will give these less experienced or less confident women a nonpublic opportunity to
improve their self-esteem by mastering yoga's slow, repetitive movements.
Aging Single Men

Among the older set, single men who can show off a strong but softer side can be especially
appealing to women. But in order to show off, they have to know what they are doing, and
for most older men-even those who are still athletic-the movements of yoga are foreign
and may make them feel awkward. Private yoga sessions offer a quick way to get these
clients up to speed.
One-on-One Yoga Details
The particular components of private yoga tutorials will vary according to clients' needs.
Generally, sessions focus on the following:
1. adapting asanas to individual needs and abilities
2. designing specific yoga routines to deal with health issues such as low-back pain,
stress, etc.
3. outlining a preventive health routine and offering general guidelines on healthy
eating (within the instructor's scope of practice) and simple meditation instruction
4. teaching breathing practices and explaining their specific benefits

The Right Skills. Yoga certifiers such as YogaFit® offer specialty classes in which teachers
learn the technical poses and variations that clients need in order to address a wide array
of common problems. Within the Boomer millions there are many subgroups with diverse
needs. Choosing areas to focus on requires first understanding the common issues facing
this generation. Different target subgroups may need instructors of different genders and
ages, and they should be trained to relate to the populations they choose to work with.
Boomers are the largest and richest macro group in the U.S., and with proper marketing,
one-on-one yoga has the potential to attract them in huge numbers.
Questions
1. How has the consumer attitude towards physical fitness changed over the decades?

2. What makes Yoga so popular in US, especially among the baby boomers?
Source: http://www.ideafit.com/fitness-library/yoga-boom

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