Exploring the choices behind women’s brand purchase in relation to fitness

Abstract

A central consumption object that has really taken an intake on the Danish consumers is fitness. Especially women´s intake on the different aspects of fitness and purchase of brands relating to fitness have in-creased. This thesis “exploring choices behind women’s brand purchase in relation to fitness” tries to give an interpretative answer to how women’s perception of themselves, their self-image, other women and others aspects, affect their brand choices in relation to fitness. This thesis is an explorative study, where the findings are based on empirical evidence, and the theoretical aspects are used to achieve understanding and knowledge about areas of branding, consumer behavior, self-concept and identity. The empirical investigations are qualitative and consist of in-depth interviews, focus group discussions and field observations. The analysis establishes that women’s perception of themselves, their self-image, other women and others aspects are affected by different aspects like discrepancies, context of brand usage and the situation of the brand usage, need for classification, brand noticeability etc. Based on the analysis the thesis concludes that there are five segments of women, and the segment they belong to affects their brand purchase. Finally, the thesis concludes that companies need to take all these aspects into consideration, when they promote their brands to consumers, when it comes to fitness. Companies like Nike and the Danish chain, Fitness world are already aware of the different choices behind brand purchase and have incorporated it into their promotion.