The evaluation of sports marketing characteristics leading to a gym selection

Various marketing theories are being analyzed to find out which of them are the most effective to attract consumers to go to gyms. According to Statistics Lithuania, incomes from health centers, baths and saunas since 1998 to 2005 increased five times – from 5 to 25 mln. Lt., also the number of sports centers developed greatly. The aim: To evaluate the characteristics of sports marketing students leading to a sports club selection. Tasks: 1. To analyze the connection between sports marketing development, its componets and modern marketing conception. 2. To describe the influence of sports marketing elements in choosing a gym. 3. To evaluate sports marketing factors influencing students choice of a gym. Methods: • The analysis of scientific literature. • Descriptive statistical analysis of the data • Questionnaires Results and conclusions Consumer behavior is influenced by both environmental and internal factors. The complex of service marketing (product, place, promotion, participants, physical evidence, process) is a mean to help to shape the consumer‘s perception of service choice. The main reasons leading to the majority of students' sports club selection were: the possibility to work out a convenient time, matching the needs of the sports club for the benefit of qualified coaching tips, and the most important reasons behind the decision to exercise the respondents was the desire to improve the health, the ability to achieve personal sports results, the desire to reduce body weight. Statistically significantly more women chose aerobic workouts, loved to soak in a bath more often in sports spring. Meanwhile, the guys statistically significantly more often used the gym suggested supplements, sports club chose the light of the cost of service and the primary motive exercise was the desire to achieve personal results