Consumer Behaviour Towards Fitness Products And Services In Thoothukudi

Abstract

The fitness industry in India has witnessed significant growth due to increasing health awareness and lifestyle changes. This study examines the consumer behaviour towards fitness products and services in Thoothukudi, a growing coastal city in Tamil Nadu. The research explores consumer awareness, preferences, purchasing patterns, and factors influencing their decisions regarding fitness products such as gym equipment, sportswear, supplements, and fitness services like gyms, yoga centres, and personal training. The study identifies price, quality, convenience, and social influence as major determinants of consumer choice. The findings reveal that youth and working professionals show higher involvement in fitness activities, while awareness gaps and cost barriers limit adoption among others. The study provides useful insights for fitness marketers and service providers in Thoothukudi.