Question

MARKETING what are 2 different customer segments in a gym and their characteristics?

Answer 1

Customer segmentation divides the target customer into specific groups. Different group has different product or service requirement so marketing mix has to be planned accordingly. Marketing promotion becomes more efficient and effective when the marketer targets specific and chosen customer segment.

Through customer segmentation, marketing communication becomes more effective. This provides distinct competitive edge to firm over their competitors.

The customer are divided on factors like demographics, location, characteristics, purchase pattern etc. Recently, marketers are moving towards factors like attitude, lifespan, behavior etc. for customer segmentation.

Customer segmentation in gym

Gym segment their customer as per their related needs and make the appropriate marketing mix. Gym can have different customer segment like:

1. Making friend

2. Losing weight

3. Improving the body looks

4. Body builder

5. Health conscious

6. Sports person

The characteristic of customer segment like losing weight and improving the body are as follows.

Losing weight

The customer segment prime goal is to lose weight. The segment has overweight people and they perceive the need of regular exercise for their good health.

The people of this segment fear attending the gym, particularly when they see fit and muscular customer in the gym. The gym has to be welcoming and devise established program to meet the customer need.

Emotional support, reassurance and motivation of the gym staff is the key success factor with this customer segment. Gym can also use personal trainer in this segment.

Improving the body looks

The segment are mainly interested to improve the look of their body by attending the gym through weight training and bodybuilding.

The youngster both males and females are the main demographic in this segment.

This segment can focus on facilities offered by the gym like weight training equipment as well as suitable exercise classes that help enhance the look of their body.