ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

www.elkjournals.com
………………………………………………………………………………………………
CONSUMER BEHAVIOR AND PURCHASE INTENTIONS FOR HOME
FITNESS EQUIPMENT
Dr. Seema Laddha
SIES College of Management Studies
Sri Chandrasekarendra Saraswati Vidyapuram,
Plot 1-E, Sector V, Nerul, Navi Mumbai, Maharashtra 400706
e-mail: seemaladdha8@gmail.com

Abstract
Home fitness equipment’s are machines used for working out and include devices that help in
monitoring the physical exercises during workouts at home. Change in the lifestyle and
dietary habits of individuals over the past two decades have resulted in increased incidence
of lifestyle diseases such as heart disease, obesity, diabetes, and atherosclerosis. To avoid the
ill effect on the health, consumers prefer to take preventive measures. This is expected to fuel
the growth of the fitness equipment market. Another reason for the increase in demand of
fitness equipment would be growing health consciousness and the rise in healthcare costs
encouraging people to be more healthy and active. Consumers are focusing on consuming
healthier foods and engaging in daily workouts to stay fit and manage weight3. Growth in
home fitness equipment in recent past is the result of inconvenience of commuting to a gym to
use the machines, trainer fess, and membership fees 3. Consumers living in Metro cities like
Mumbai, Delhi Gyms are available in residential crowded place where vehicle parking is
also the major problem.On the other hand technological advancements such as wearable
technologies and connected devices have also fueled the fitness equipment market
demand3.But to cater the growing demand of equipment it is necessary to analyze the
consumer purchase behavior about the product. The purpose of this research is to study the
fitness market and consumer behavior towards the home fitness equipment. Structured
questionnaire is used to collect the data from the users of the equipment. Secondary data is
used to understand the market scenario. Study shows that size, price, quality are the
important factors for the consumer purchase decision. Brand Name is the less relevant factor
of consumer purchase decision. Companies need to understand the requirement of the market
and develop the product as per the need of the consumers.
Keywords: Home Fitness Equipment, Consumer Behavior, Gym, Brand
1. INDIAN FITNESS EQUIPMENT m in 20187. Increasing obesity and
MARKET disposable income stimulate the demand of
this fitness equipment1. Increasing number
India fitness equipment market is forecast
of gyms and health clubs coupled with
to reach $1.1 billion by 20236. Revenue in
government efforts are promoting physical
the "Fitness" segment amounts to US$ 475
fitness. In addition increasing lifestyle
 ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)
diseases such as heart problems, obesity,
and hypertension are resulting in growing
awareness of consumers towards physical
fitness8.
According to Suman Gautam, Research
Associate, Research, and Consulting,
6Wresearch, “India fitness equipment
market is majorly driven by growing
demand from Tier-I cities including Delhi,
Mumbai, Pune, Hyderabad, and Kolkata.
A Gym membership was previously
considered as a luxury nevertheless, with
increasing fitness awareness over past few
years Tier-II and III cities such as
Ahmedabad, Jaipur, Indore, Raipur etc. are
readily opting for fitness and wellness8.
Growing penetration of international and
domestic equipment manufacturers
coupled with rising number of gyms and
health clubs are contributing to the growth
of this market. Growing desire of youth
population towards physical fitness is
complementing the growth of this market.
1.1 Growth of Home Fitness Equipment
The home fitness equipment market
segment is anticipated to grow 5% CAGR
from 2017 to 20243. Market research
analysis identifies the increased awareness
about fitness is one of the primary growth
factors for this market. But to increase
customer awareness, vendors in this
market have started using interactive
videos and pages on social media channels
that enables the customers to get proper
guidance directly from the experts. Fitness
professionals provide a variety of fitness
tools such as workout routines, workout
calculators, and training tips to a variety of
people with varying levels of fitness. The
increasing initiatives taken by the vendors
to educate people about fitness will
significantly contribute to the growth of
this market3.
The rising healthcare costs and health
consciousness is inducing customers to
remain fit. The consumers are increasingly
engaging in rigorous exercise that aid in
weight control, immunity development,
and increase in stamina, consequently,
improving the overall health of the body.
Precautionary healthcare is increasing the
demand for home fitness equipment as the
customers are keen to exercise daily3.
Home fitness boosts privacy, reduce
distractions, and provide freedom to the
consumer to use equipment of their choice.
They also eliminate the inconvenience of
commuting to a gym to use the machines
and are highly cost effective in the long
run. The small, recurring cost incurred in
transportation, workout equipment, trainer
fess, and membership fees is a major factor
promoting consumer inclination to home
 ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

gyms4. Consumers living in Metro cities resulting in major contribution of these

like Mumbai, Delhi Gyms are available in equipment in the overall market. In terms
residential crowded place where vehicle of market sub-segments, treadmills and
parking is the major problem. stationery bikes emerged as the most
Technological advancements and preferred cardiovascular training
connected devices have also help to equipment in 20168. (Figure- 1)
increase the demand of home fitness
equipment4. Source: 6w Research Partnering Firm
2.3 Types of Fitness Equipment Market
2. LITERATURE REVIEW on the basis of End Users
2.1 Government Steps for Awareness According to the 6w Research report
In 2017, the Central Government of India India’s Fitness market share of residential
has ordered all its offices to facilitate gym fitness equipment is substantial at 10 %
facilities. In addition to this, the and also there is growth in near future8.
Department of Personnel and Training (Figure- 2)
(DoPT) is promoting gym set-ups in
offices by providing monetary Source: 6w Research Partnering Firm
compensation to offices6. Figure 2: Fitness Equipment Market on
the basis of End Users
2.2 Types of Fitness Equipment Market
on the basis of Product 2.4 Type of Consumer and their
India’s fitness equipment market is divided Behavior
into two types on the basis of usage are as First group is the students and
follows professionals in the age group of 20 to 35
1.
Cardiovascular training equipment years. This group of consumer is
2.
Strength Training Equipment concentrating on looks and building a fit,
In 2016, cardiovascular training equipment toned and conditioned body.
captured nearly 60% of the revenue share. Second group of consumer is focuses on
Fitness equipment such as treadmill and fitness to avoid lifestyle-related diseases
bikes are majorly preferred and more than these consumers have enthusiasm to
70% of the population visiting gyms or increase stamina, endurance and enhance
health clubs workout on these equipment, core strength to
 ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)
deal with stress and to keep balance
between professional and personal lives5.
The age groups of 20-30 are more health
conscious and more images sensitive
which drives the demand of fitness
equipment in the market. This segment of
the population is mainly focusing on
looking good and having a fit and toned
body. Post the age of 40, are a segment of
population who are working out to fight
some health issue and those who have
been advised to do so by their doctors10.
2.5 Factors affecting the growth of
fitness equipment market in India
Increase in the number of gymnasiums and
fitness service providers offering various
packages and discounts for weight loss and
related programs have increased the client
base. All these along with the marketing
and promotional efforts of the gym and
fitness centers are creating a positive
impact on the growth of the fitness
equipment market in India10.
Awareness regarding health & fitness
Increase in level of health awareness
would significantly drive the fitness trend.
Community centers in residential societies
and even apartment complexes host a gym.
Not only in metropolitan cities, but also
fitness is spreading in tier 2 and tier 3 city.
Multinational fitness chains and gyms are
taking the franchisee route to enter the
Indian market2.
Increasing obese population across
world
As per a study by the Centre for Disease
Control and Prevention, in 2012, more
than one-third (34.9% of U.S. adults) are
obese in 2015. Increase in obese
population globally has supplemented with
demand of fitness equipment. Sedentary
lifestyle and dysfunctional diet cause
obesity leading to several cardiovascular
and dietary diseases. Therefore
cardiovascular equipment is most popular
choice of equipment for loosing weight10.
Initiatives for promoting good health by
government & enterprise
Governments of developed countries have
conceptualized and established several
healthcare programs. For instance, fitness
allowance for employees is expected to
increase in future. Therefore, it is predicted
that employees may invest a significant
portion of their income on procuring
fitness equipment, thereby, driving an
increase in sales10.
High cost of fitness equipment
High price of fitness equipment is a major
factor that limits growth of the fitness
equipment market. This stimulated start-up
gyms & fitness centers and in-house users
to buy second-hand equipment. A
 ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

considerable demand for resale products

were observed for upgrading fitness
facilities in hotels, hospitals, health clubs,
and wellness centers, along with marginal
resale amongst individual users
smaller fitness establishments. However, it
hampered the sale of new
10
equipment .
2.6 Reasons for Home Trainer and
increasing demand for home equipment
Personal trainers have become a medium
where you can get fit faster than ever
before. 44% of the population says that
they will opt for a personal trainer at
home. As per the research problems cited
by individuals are not
understanding about how to start, not see
the results after going to gym, no gym or
fitness centre nearby, lack of discipline in
them, high membership fees, no time in
their schedule, don’t feel motivated to
exercise etc and for gym no parking area,
always crowded, bad quality of equipment
5
etc .
Growth in home fitness equipment in
recent past is the result of inconvenience
of commuting to a gym to use the
machines, trainer fess, and membership
fees. Technological advancements is also
fueled the fitness equipment
demand3.
3. OBJECTIVE OF RESEARCH
 To find out the reasons for the
increasing demand of Fitness
and equipment in India
 To analyse the consumer behaviour
fitness toward the home fitness equipment
 To identify the impact of brand on
consumer buying decision
4. RESEARCH METHODOLOGY
This study provides secondary research
study of fitness market reports, research
done by others together with primary
research. A questionnaire was developed
to test the behaviour of consumer towards
having the home fitness equipment. The results
were then compared and analysed. The
primary research used a quantitative based
approach sampling local consumers.
Fitness enthusiasts today are mostly in the
age group of 20 to 35 years as per the
literature and the majority of the people in
this age group are students and
professionals’ thus major emphasis is
given on this segment. Thus the data
collection is included all segments those
who are using equipment’s at home.
Structured questionnaire of 100 samples is
used for the study.
market
5. DATA ANALYSIS
 ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)
Age
72 % of respondents are in the category of
20-30 years and 28% are above 30 years of
age.
Motive of Exercise
Table 1 revealed that the respondents are
doing an exercise to lose weight, to
improve energy means increase in stamina
for work and reduce stress level.
Occupation
From Table 2 it is interpreted that the
majority users of fitness equipment are
students followed by professionals and
business person. (Figure- 3)
Preference for Fitness Centers
Figure 3: Preference for Fitness Canters
Figure 3 explains that out of total users for
fitness equipment only 18.3 percent are
using the home equipment. Non users are
again the major untapped market may be
change to users in future if proper
marketing strategies are used.
Type of Fitness Equipment Currently
have or Plan to Purchase
Table 3 reveals that mostly the people
using Dumbbells, yoga mats and cardio
equipment along with treadmill. It also
shows that some of the respondents are
having more fitness equipment in use.
Consumer Behavior for purchase and
Learn about personal fitness products
Table 4 indicates that use of gym expert,
peers and word of mouth are the major
influencing factor for purchase decision
Factors responsible for purchase
Decision
According to table 5 ease of use, price,
size and durability are the major factors for
the choice of equipment and brand has less
importance.
FINDINGS
Home fitness equipment market segment is
anticipated to grow 5% CAGR from 2017
to 2024. Due to lifestyle and dietary habits
of individuals resulted in increased
incidence of heart disease, obesity,
diabetes. Government initiatives,
technological advancement along with the
effort of traders increases the awareness
among the consumer about the healthcare.
Preventive healthcare had fuelled the
growth of the home fitness equipment
market. Students and young professionals
have the bigger market share. The reasons
behind the use of fitness equipment are
lose weight, improve energy and reduce
stress level .Use of Dumbbells , yoga mats
and cardio equipment are use in heart
 ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

related diseases. Gym expert, peers and India – Riding High on Growth!
word of mouth are the major influencing http://www.iamwire.com/2017/02/f
factor for purchase decision. Price, size itness-industry-india/148416
and durability of equipment are the 3. Business wire(19th June 2017),
important factors for purchase. Branded Top 3 Emerging Trends Impacting
products are costly and therefore brand is the Global Home Fitness
not having much importance. Equipment Market From 2017-
2021:Technaviohttps://www.busine
MANAGERIAL IMPLICATION sswire.com/news/home/201706190
An estimated value of fitness market in 06060/en/Top-3-Emerging-Trends-
India 2017 is Rs. 95,000 crore and likely to Impacting-Global-Home
grow at double digit. To understand the 4. Global Market Insights (August
need of growing market is very 2017), Report ID: GMI443
importance. Cardiovascular equipment is revealed from
growing need and people have the either https://www.gminsights.com/indust
ne time to visit gym or there are other ry-analysis/fitness-equipment-
reasons as mention in literature like market-report
parking place and crowded. To satisfy 5. Saliha Nasline(Sep 12, 2017) The
demand of prize conscious consumer Economic Times , Fit and fine:
manager must think for it. Out of total Retail market for fitness in India
users for fitness equipment only 18.3 likely to touch Rs 7,000cr by year-
percent are using the home equipment. end revealed
fromhttps//economictimes.indiatim
REFERENCES es.com/articleshow/60476309.cms?
1. Ankur Gupta, March 17, 2015, utm_source=contentofinterest&utm
Fitness Services and Equipment _medium=text&utm_campaign=cp
Industry Research Report on India, pst
https://www.linkedin.com/pulse/fit 6. Fitness Equipment Market (2017-
ness-services-equipment-industry- 2023): Forecast by Type, End User
research-report-india-ankur-gupta Applications, Regions and
2. Amaresh-Ojha (02/03/2017) Competitive Landscaperevealed
Evolution of Fitness Industry in from
 ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

https://www.researchandmarkets.co Equipment, Strength Training

m/research/6mn7d2/india_fitness? Equipment), End User (Home
w=4India Consumer, Health Clubs/Gyms,
7. The Statistics Portal, Commercial Users) - Global
https://www.statista.com/outlook/3 Opportunity Analysis and Industry
13/119/fitness/india# Forecasts, 2014 –
8. India Fitness Equipment Market 2022,https://www.alliedmarketrese
(2017-2023), 6W Research arch.com/fitness-equipment-market
Partnering 11. The Pharma Times News Bureau
Firm,http://www.6wresearch.com/ (March 18, 2015) Ken Research:
market-reports/india-fitness- India Fitness Services and
equipment-market-2017-2023- Equipment Industry Outlook to
forecast-by-type-strength-training- 2019 – Increasing Obesity and
equipment-end-user-applications- Disposable Income to Spur Future
regions-competitive- Growth revealed from
landscape.html https://www.prnewswire.com/news
9. India Pages,( Jan 8, 2018), Fitness -releases/india-fitness-services-
Equipment Market Projected To and-equipment-industry-outlook-
Grow At CAGR Of Over 15 pc to-2019---increasing-obesity-and-
During 2017-23, revealed from disposable-income-to-spur-future-
https://www.indiapages.in/indias- growth-300115688.html
fitness-equipment-market- 12. https://www.alliedmarketresearch.c
13284.html om/fitness-equipment-market
10. Sheetanshu Upadhyay,(Sep2016 13. https://www.grandviewresearch.co
)Fitness Equipment Market by m/industry-analysis/fitness-
Type (Cardiovascular Training equipment-market

LIST OF TABLES

Table 1: Motive of Exercise

Number of
Motives for Exercise Respondents
 ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

To lose weight 42
To build muscle 18
To improve energy
level 48
To reduce stress levels 42
To improve functional
strength 36
Any others 14

Table 2: Occupation
Number of
Occupation Respondents
House wife 18
Business 28
Students 82
Professionals 61
Others 11

Table 3: Type of Fitness Equipment

Fitness Equipment No. of users
Yoga mats 55
Cardio equipment 46
Resistance Band 38
Adjustable Dumbbells 60
Jump ropes 30
Wrist& ankle weighs 25
Treadmill 53
Elliptical 37
Others 26

Table 4: Consumer Behaviour for Product Purchase Decision

Influencing Factor for Purchase
Expert (personal trainer or fitness coach) 42
Other Sources 12
Peers/word of mouth 42
Social media 14
Television 9
Used it at the gym, Expert (personal trainer or fitness
coach) 55
Websites 26
 ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

Table 5: Factors Responsible for Purchase Decision

Factors for Purchase
Ease of use 73%
Price 68%
Size of equipment 55%
Durability 46%
Portability 44%
Design 36%
Warranty 34%
Reviews 11%
Brand 9%

LIST OF FIGURE

Figure- 1

Figure- 2

India Fitness Equipment Market Revenue Share,

By Applications (2016)

10%
Gyms & Health Clubs
26% Commercial
64% Residential
 ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

Figure- 3

Figure- 5

90
80
70
60
50
40
30
20
10
0
House wife Bussiness Students Professionals Others