Marketing de serviços e o fitness: uma analise com base nos valores pessoais

Abstract

The fitness as a global market, brings exercises practitioners with several goals, making the services rendered in this environment, complexes and heterogeneous. However, results of this type of services are perceived in the client's own body can generating common features. The objective of this study was to identify in exploratory context, personal values of the consumers in the fitness industry. For this purpose, we used interviews in depth according to the laddering technique. The results with this approach can contribute to a better understanding of choices in this particular sector of the services marketing.