Segmenting the Adult Fitness Market Using Involvement Profiles


  • Mark E. Havitz
  • Frederic Dimanche
  • Ted Bogle


Involvement profiles, market segmentation, weight training, aerobic dance, fitness.


This research evaluated the utility oflnvolvement Profiles (IP) for segmenting the adult fitness market. Three hundred forty-six participants (197 aerobic dancers and 149 weight trainers) from a west coast metropolitan area completed a questionnaire measuring their enduring activity involvement, associated behavior, and socio-demographic characteristics. With the exception of higher than average education levels, the respondents' socio-demographic composition reasonably approximated that of fitness participants in the U.S. Principal components analysis revealed similar IP factor structures to thaose reported in previous leisure research. Subscale coefficient alpha scores for the IP were generally adequate, but were lower than in past research. Cluster analysis ofiPfactorscores revealed six distinct involvement markets. MANOV A of the factor scores confirmed that the clusters were unique (Multivariate F = 60.41, p < .01). Cluster differences were also confirmed (p < .01) for eight of 13 external variables: education, length of participation, perceived ability, frequency of participation, equipment ownership, money spent, activity type, and sector preference.





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