fitness marketing research
TRANSCRIPT
FITNESS VS. FOODKAREN MENDOZA LUIS, DOMINIQUE A. RHEA, TIMOTHY SROKA, YINAN LI, SHEIKH ALI MANSOOR UL-HAQ
RESEARCH OBJECTIVE:▪ To examine the roles of exercise and food consumption
within an individual’s fitness regime.
▪ To determine the level of importance individuals place on exercise and food intake in terms of reaching and maintaining their fitness goals.
DATA AND METHODS▪ Questionnaire – 20 Questions
▪ 16 Core Questions
▪ We used screening questions to qualify our respondent
▪ Demographic questions to categorize respondent
▪ Distribution through Computer administered
▪ Qualtrics was to used to collect data
▪ SPSS Analytics was used to analyze the data
▪ 101 people responses to the Survey
▪ 97 responded 4 were missing
RESULTS - QUALTRICS
▪ Most common responses for favorite type of foods include: pizza, chicken, and fish.
▪ 33% do not consume any alcohol while 7% consume more than 7 drinks
▪ Top diets people chose were Weight Watchers, Paleo, and Low Carb.
Main Results
88%
12%
Do you exercise?
Yes No
34%
29%
27%
4%2%2%2%
How important is exercise to you?
Extremely Important
Very Important
Somewhat Important
Neither Important nor Important
Somewhat Unimportant
Very Unimportant
Not Important
25%
60%
15%
How many times a week do you workout?
0-2 times
3-5 times
6 or more times
Main Results
22%
60%
16%
2%
Where do you do most of your workouts?
Home
Gym
Outdoors
Other
Main Results
18%
25%57%
When starting a new fitness plan…
Change in calories consumption
Change in workout time
Change in calorie and workout time
Main Results
9
2324
35
26 2627
1010
3
I PREFER TO EAT WHAT I WANT AND EXERCISE MORE INSTEAD
I PREFER TO WATCH WHAT I EAT AND EXERCISE LESS
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
RESULTS – SPSSPAIRED SAMPLE T-TEST▪ Q. I feel unhealthy when I eat fast
food.
▪ Q. I feel healthier when I eat organic foods.
*Greater the mean strongly they agree on the term
▪ To find if there is any significance in the mean
▪ t-statistics = .000
INDEPENDENT SAMPLE T-TEST▪ Q. Do you exercise?
▪ Yes/No
▪ Q. I am satisfied the way I eat
▪ Surprisingly, people who do exercise are less satisfactory with the way they eat.
ANOVA TEST▪ Independent variable: Q. How important is exercise is to you?
▪ Dependent variable: Q. How many times a day you have a meal?
▪ Sig = .512
▪ There is no statistically significant difference between the mean of respondents who gives importance to exercise.
INTERESTING RESULTS
Lift Weights20%
Walk13%
Run21%
Hike7%
Swim1%
Dance5%
Aerobics4%
Pilates4%
Play a Team Sport4%
Zumba6%
Cycling4%
Other11%
TOP EXCERCISES WOMEN DO:
LIMITATIONS▪ Only 63 out of the 97 answered, What type of diet have they have tried?
▪ So either we missed a diet
▪ They did not do any of the ones provided
▪ 34 respondents are unknown
▪ We were not able to get good sample of the population as we had few missing
▪ It is not suitable to determine the whole population
▪ Another problem was that there were many missing values.
FURTHER RESEARCH▪ How food and fitness helps one individual:
▪ To achieve better grades
▪ We need to understand is there any geographical difference for people having a different opinion of food and fitness.
▪ By using PRIZM and other questionnaires.
▪ By using VALS-2 and similar databases, we can figure out that how similar or different people are that have different lifestyle considering about food and fitness.