Life Style Segmentation in a Service Industry: The Case of Fitness Spas

The number of fitness spas has increased greatly in the past decade, reflecting the development of a new market in America. This study uses life style as a means of segmenting the market for this relatively new service institution and draws implications for marketing managers. It characterizes spa members in terms of their attitudes and opinions, participation in both active and passive leisure pursuits, and their demographics. Spa marketers can act on the findings that members are younger persons who are open to influence from others, concerned about their appearance, confident in their own state of conditioning, and involved in a number of both active and passive pursuits

Target Marketing To Newscast Audiences: An Exploratory Segmentation Analysis

To evaluate the efficacy of any television show as an advertising vehicle or the effectiveness of sponsors’ promotional messages, managerially useful ways of depicting audience segments must be found.  Results from this exploratory investigation into characterizations of audiences of locally-produced news programs suggest sponsors should consider measures of viewers’ interests, opinions, and behaviors, as well as receptivity to various program attributes.  Viewing behavior patterns also may be informative.  But demographics, despite their popularity, seem of little value