Women: segmenting the home fitness equipment market

The purpose of this research is to question whether increased interest in exercise has truly generated a market for home fitness equipment in which women are a viable consumer segment. It is guided by two objectives: to what extent are female consumers a viable target market segment for home fitness equipment; and to what extent do women believe/disbelieve the advertising claims that are made about such products.

Data collection included in‐depth interviews with salespeople at two retail sporting goods establishments. Following questionnaire development, 400 self‐administered surveys were distributed to women, only, at various locations including malls and standalone locations such as coffee shops. Respondents were qualified with a question about frequency of exercise.

Results identify that women are a viable market. Cross tabulations and chi square significance note the associations between respondents' age, occupation, nationality and religion and the various equipment purchased including treadmills, workout equipment, stationary cycles and abdominal machines. Belief in advertising claims was higher for cardio equipment and least for abdominal machines. Post purchase satisfaction was greater for products that favoured noticeable physical changes and by businesswomen who arguably, may be more discerning shoppers.

Undertaking this research in a country known for its extensive expatriate population enabled an international cross‐sectional view of women's consumer behavior using the various demographics information collected. Academically, it considers constraint theory while practically, it provides a gender specific profile for the home‐use sport and fitness equipment market. Limitations include the narrow scope of four demographic variables and four product groups.