| Behavioral Segmentation of Wellness Clients |
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Satya Suresh, Ganesan, P. & Swathi Ravichandran
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| The wellness industry, which is considered a sunrise sector, has annual estimated revenues totaling Rs.10,000 crores (approximately $2.5 billion US) in India. Wellness industry is considered a sunrise sector. Hence, streamlining the sector and identifying key customer inputs will pave the road map for its growth and progress. Understanding consumers’ service expectations, considered one of the inputs, can increase quality and growth in this service sector. This study aims to understand the wellness consumer’s attitude, expectation, and usage occasion. To achieve study objectives, data were collected through structured questionnaires from five wellness centers located in the city of Bangalore, India. A factor analysis of 310 responses reduced 24 explanatory variables to six distinct factors. Cluster and discriminant analyses revealed three wellness consumer segments based on consumer attitudes, expectations, and usage occasions. Various demographic factors also influenced which clusters the wellness customers belonged to. Results indicate a need for varying positioning approaches, segmentation, and marketing strategies suited for identified segments. In order to assist managers of wellness centers, researchers created three distinct packages that can be marketed to the three consumer segments identified through cluster analysis. Details of these packages are discussed. |