fitness marketing research

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FITNESS VS. FOOD KAREN MENDOZA LUIS, DOMINIQUE A. RHEA, TIMOTHY SROKA, YINAN LI, SHEIKH ALI MANSOOR UL-HAQ

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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.

15%

25%

15%

10%

7%

28%

Age18-20 21-23 24-26 27-29 30-32 33+

38%62%

Gender

Male

Female

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.

THANKYOU