Consumer Behavior Reaserch For Yoga Fitness In Haerbin Fitness Club Business

In recent years, the continuous improvement of people’s living standards, but also the rapid development of the sports industry, health club is an important part of the sports and fitness industry. Yoga as a new fitness club project, the study of consumer behavior in this group of fitness sports population can be expanded to facilitate the health club marketing, further activation sports consumer market, promote economic development in Harbin City Sports.In this paper, consumer behavior for Yoga fitness as a starting point, the first to use the experience of literature on yoga programs, consumer behavior, and previous studies conducted a preliminary understanding of consumer behavior, as the theoretical basis of the paper, then use observation, interview and questionnaire investigation Harbin City10 fitness club Yoga fitness conduct research to understand this group of sex, age,education, occupation, income five population characteristics, consumer information source, in the form of consumption, consumption, consumption content, frequency of exercise, practice six years of consumer characteristics and consumer demand,consumer motivation, consumer satisfaction, and to identify the factors affecting Harbin Yoga group of consumer behavior, and finally through the integration of data and mathematical statistics. The following conclusions:1. Yoga fitness in Harbin business fitness club with highly educated, high income,a stable income and leisure time more middle-aged women.2. Consumer Information Source Yoga consumer fitness to introduce friends and family-oriented club for consumption in the form of multi-year membership card, using participatory consumption and material consumption of the consumer in the form of a combination of yoga membership level of consumption by age, education, and monthly the impact of income, yoga frequency of years with the growth of yoga enhanced yoga are repetitive consumer items.3. Yoga fitness expect enrich lives through yoga leisure time to enrich the spiritual life, yoga instructor teaching tend to high levels, site cleaning and bathing conditions are good clubs consumption.4. The main consumer motivation for yoga fitness is to ease the pressure.Secondly,is to lose weight and keep fit.5.When the club are not satisfied happens, members will advise and look to improve.6. Different gender, age, education, income, occupation of Yoga fitness will produce different consumer behavior. Yoga project itself connotation, culture, yoga fitness of reference fitness and Yoga Club’s corporate culture, quality of service have an impact on consumer behavior.