Consumer Traits and Behaviors Paper

PSY/322

Consumer Traits and Behaviors Paper

Zumba is a popular fitness program inspired by Latin dance. Zumba has become a work-out revolution for people around the world who want to lose weight and live a healthy life. Zumba is an aerobic dance that is lots of fun and easy to learn. Independent Zumba instructors around the world are looking for ways to market their classes to increase their membership.

The Zumba program currently offers six types of Zumba classes which target different audiences. In order for these instructors to be successful, they must understand how consumers' traits and behaviors affect their decision to purchase a membership from their fitness club over any other fitness facility. Understanding consumer's psychological...