A Case Study on the Sub-Cultural Consumption Decision for the Health Club Members in Taiwan

[[abstract]]Based on the policy that there are two-day break in a week, the countrymen have about 111-day break in a year. That does have brought a lot of businesses for leisure industries. Because of the advancement of the countrymen?s leisure time, the demand for leisure industries becomes more significant. The entrepreneurs are eager to invest in every kind of leisure places to meet the need of the consumer?s demand. Although the domestic leisure industry is booming, the previous research focused more on business strategy and customer satisfaction, which was in lack of related research of the sub-cultural consumption decision for the club members. These above factors motivated to do this study, and through the research on the sub-cultural consumption decision for the health club members. Hence, this paper may provide the entrepreneurs suggestions about how to keep the health club members and how to do the marketing strategy. This paper uses the Logit Regression . It takes the club members as research objects, and the population statistics and social economy as variables, to discuss the cases respectively with the significant variables of members in different areas and the use of main products. This paper also used the survey approach, in which there were 530 questionnaires issued in total, 445 recycled, and 445 effective. The findings drawn from this paper are listed as follows:?1?Most club members of the sub-cultural consumption decision in different areas are aged above 36 and work in industry and commerce or freelancers. ?2?Most club members of the sub-cultural consumption decision on main products earn above NT$50000 monthly. Therefore, the suggestions in this paper are to arrange innovative and practical classes, to multiply classify club members, to do sales promotion, to offer convenient parking, and to provide one to one marketing