Using lifestyle analysis to develop wellness marketing strategies for IT professionals in India.
Revenues for the information technology (IT) industry have grown 10 times over the past decade in India. Although this growth has resulted in increased job opportunities, heavy workloads, unhealthy eating habits, and reduced family time are significant downfalls. To understand lifestyle choices of IT professionals, this study segmented and profiled wellness clients based on lifestyle. Data were collected from clients of five wellness centers. Cluster and discriminant analyses revealed four wellness consumer segments based on lifestyle. Results indicated a need for varying positioning approaches, segmentation, and marketing strategies suited for identified segments. To assist managers of wellness centers, four distinct packages were created that can be marketed to clients in the four segments.
Suresh
Sathya
S
R. V. Institute of Management, Jayanagar, Karnataka, India.
Ravichandran
Swathi
S
D000328:Adult; D000368:Aged; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007194:India; D007254:Information Science; D008019:Life Style; D008297:Male; D008875:Middle Aged; D009784:Occupational Diseases / Q000517:prevention & control*; D040241:Social Marketing; D013315:Stress, Psychological / Q000517:prevention & control; D055815:Young Adult