Factors Influencing Consumer Behaviour Towards Fitness Products and Services in Thoothukudi District

Abstract

The fitness industry has grown significantly in recent years due to increasing health consciousness, changing lifestyles, and greater awareness of physical and mental well-being. Consumers are increasingly investing in fitness products such as nutritional supplements, fitness equipment, and wearable devices, as well as services including gym memberships, yoga centres, personal training, and wellness programmes. Understanding the factors that influence consumer behaviour towards these products and services is important for marketers, fitness service providers, and policymakers.

The present study examines the factors influencing consumer behaviour towards fitness products and services in Thoothukudi District. The study focuses on variables such as product quality, price, brand image, health awareness, promotional activities, social media influence, and availability. Primary data were collected from 200 respondents using a structured questionnaire. The collected data were analysed using Percentage Analysis, Weighted Average Score Analysis, and the Chi-square Test.

The findings reveal that product quality is the most important factor influencing consumer purchase decisions, followed by health awareness and brand image. The study also indicates that consumers aged 21 to 30 constitute the largest group of fitness product and service users. Furthermore, age has a significant relationship with the utilisation of fitness services. The study offers useful suggestions for improving product quality, service delivery, customer satisfaction, affordability, and promotional strategies. The findings contribute to a better understanding of consumer preferences and provide useful insights for fitness businesses and future researchers.