Physical Fitness: an Investigation of Consumer Involvement

Kent L. Granzin, University of Utah
Janeen E. Olsen, University of Utah
ABSTRACT - Physical fitness is a growing area of consumer activity. This study investigates the nature of consumers who participate in activities that aid fitness by distinguishing among three consumer segments based on their expenditures for products and services to support physical fitness activities. The results show the segments can be characterized in terms of their patterns of relatively passive and relatively active leisure pursuits, their attitudes, and their demographics and media habits.
[ to cite ]:
Kent L. Granzin and Janeen E. Olsen (1986) ,"Physical Fitness: an Investigation of Consumer Involvement", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 665.

Advances in Consumer Research Volume 13, 1986      Page 665

PHYSICAL FITNESS: AN INVESTIGATION OF CONSUMER INVOLVEMENT

Kent L. Granzin, University of Utah

Janeen E. Olsen, University of Utah

ABSTRACT -

Physical fitness is a growing area of consumer activity. This study investigates the nature of consumers who participate in activities that aid fitness by distinguishing among three consumer segments based on their expenditures for products and services to support physical fitness activities. The results show the segments can be characterized in terms of their patterns of relatively passive and relatively active leisure pursuits, their attitudes, and their demographics and media habits.

For further information, write to:

Professor Rent L. Granzin / Department of Marketing / College of Business / University of Utah / Salt Lake City, Utah 84112

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