休运动员饮食补充剂消费背后的动机驱动因素
Ildikó Kovács1, Fanny Liska2, Zoltán Veres2
1Department of Marketing, Faculty of International Management and Business, Budapest Business School, University of Applied Sciences, Markó utca 29-31, 1055 Budapest, Hungary.
Foods (Basel, Switzerland)
|August 26, 2023
概括
休运动员使用食补充剂主要是为了保持健康和身体健康. 动机和使用模式在不同的运动和年龄组之间有很大差异,为目标营销提供了洞察力.
科学领域:
- 运动科学 运动科学 运动科学
- 营养科学 营养科学
- 消费者行为 消费者行为
背景情况:
- 饮食补充剂的使用在全球范围内越来越普遍.
- 在休运动员中对食补充剂使用的研究有限.
- 需要了解动机驱动因素,运动类型和人口统计数据.
研究的目的:
- 在匈牙利休运动员中调查食补充剂消费者的人口统计和体育特征.
- 在不同体育运动中检查动机驱动因素和补充剂消费频率.
- 根据激励因素确定不同的消费者细分.
主要方法:
- 在匈牙利的休运动员中进行的调查.
- 对人口和体育特征的分析.
- 检查动机驱动因素和消费频率.
主要成果:
- 关键的动机驱动因素包括保持健康,改善身体健康和软骨保护.
- 在不同的休运动和年龄组中观察到饮食补充剂使用的显著差异.
- 根据动机驱动因素确定了三个不同的消费者细分市场.
结论:
- 休运动员的食补充剂消费受特定的动机驱动因素和人口统计因素的影响.
- 了解这些因素对于针对这一群体的有效营销策略至关重要.
- 需要使用更大的样本大小进行进一步的前性研究.
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