Comportamento do consumidor em academias de ginástica de um bairro de Belo Horizonte

Abstract

The present study aimed to understand customer´s behavior in fitness centers. A questionnaire was administered to clients in gyms in Belo Horizonte for data collection. The main reasons why customers chose a certain gym were the proximity, the price and the quality of teachers. Esthetics was the main factor that led people to start and remained doing a physical activity. A good relationship with the customers of the gym was the factor most frequently mentioned as a positive point and the quality of the weight machines as the factor to be more improved. Understanding the reasons for customer´s choice when starting a physical activity, as well as their expectations for the contracted service, is an essential factor for success in a business where there is great competition.