Yoga Practitioners’ Chosen Facility Based on Their Motives for Practice and its Implications in Marketing Strategies
Poster Number
099
Session Title
Sports and Fandom
College
College of Business Administration
Department
Management & Marketing
Abstract
Yoga in a modern and Americanized sense has skewed from its original intent. There has been a shift from a spiritually sacred practice to a trendy commercialized exercise. The purpose of this study is to determine whether there is a significant difference in motivation for yoga practitioners who practice at a yoga studio versus those who practice at a recreation center. It is hypothesized that those who practice at a recreation center will have different motivations for practice than those who attend a yoga studio. The key motivations that will be considered are: physical fitness, spirituality, relaxation, community, and price sensitivity. This outcome will be determined by an online survey distributed to those of both populations and analyzed for significant differences. The results of this study help to understand customers’ motivations and contribute to marketing strategy for both yoga studios and recreation centers.
Honors Thesis Committee
Stephanie Lawson, Ph.D.; Cara Peters, Ph.D.; and Gary Stone, Ph.D.
Start Date
24-4-2020 12:00 AM
Yoga Practitioners’ Chosen Facility Based on Their Motives for Practice and its Implications in Marketing Strategies
Yoga in a modern and Americanized sense has skewed from its original intent. There has been a shift from a spiritually sacred practice to a trendy commercialized exercise. The purpose of this study is to determine whether there is a significant difference in motivation for yoga practitioners who practice at a yoga studio versus those who practice at a recreation center. It is hypothesized that those who practice at a recreation center will have different motivations for practice than those who attend a yoga studio. The key motivations that will be considered are: physical fitness, spirituality, relaxation, community, and price sensitivity. This outcome will be determined by an online survey distributed to those of both populations and analyzed for significant differences. The results of this study help to understand customers’ motivations and contribute to marketing strategy for both yoga studios and recreation centers.
