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Motivations of an active lifestyle to the benefit of a healthy society: A study of consumer motivations and their choices of fitness facilities


 Our study aims to discover what reasons justify the physical activity of fitness consumers, and how the motivation of this physically active group can be maintained, which then may contribute to maintain a healthy society in the long run. Of the primary research procedures we chose to use the questionnaire survey method. We used cluster analysis for which we used principal components that were created with factor analysis to determine what groups can be established based on responses to the questions related to motivation and the factors that influence their choices of facilities. Based on the rank order of motivations influencing attendance of fitness sessions, fitness consumers were stratified into four different clusters. Then, segmentation of the consumers was done based on the factors influencing their choices of facilities. Our results lead to the conclusion that the motivation of consumer groups identified in our research can be sustained in the long run, the less active groups can be better involved and attracted to sports offered by fitness centres, on condition the fitness studios reliably serve these needs and provide the expected variety of services and hygienic conditions.