Relationship between Fitness Consciousness and Consumer Behaviour in Bengaluru: A Study among Adults
Abstract
In recent years, discriminated awareness of health and fitness has become increasingly prevalent among individuals in urban India, influencing consumer behavior in profound ways. This study investigates the relationship between fitness consciousness and consumer behavior related to health and fitness among 100 respondents aged between 18 to 60 in Bengaluru City. Employing a cross-sectional research design with convenience sampling, data was collected using a structured questionnaire comprising demographic information, the Fitness Consciousness Scale (15 items) and the Consumer Behavior Scale in Health-Related Fitness (10 items). Statistical analyses, including descriptive statistics, t-tests, ANOVA and Scheffe’s post hoc analysis, were employed to explore the relationships and differences across demographic variables. Results indicate a high level of fitness consciousness among participants, with significant agreement on the importance of health-related behaviors such as prioritizing health, regular exercise and mindful eating. However, variability exists in practices like portion control and participation in group activities, suggesting opportunities for targeted interventions. Gender and marital status did not significantly influence health-related consumer behaviors, whereas age emerged as a critical factor. Younger individuals exhibited lower health-conscious behaviors compared to older counterparts, highlighting the need for age-specific health promotion strategies. This study contributes to understanding the dynamics of health-conscious behaviors and consumer choices in urban settings, providing insights for businesses, policymakers and health promotes to enhance consumer education and promote healthier lifestyles. Targeted health campaigns tailored to different age groups, particularly emphasizing early intervention for younger individuals, are recommended to bridge the observed age-related disparities in health consciousness.
