ATLANTA-DRTV was found to be the most influential factor in affecting consumer decisions to purchase three kinds of products in the $2.9 billion home exercise equipment market.
According to the first study of the home fitness market conducted by the Fitness Products Council, North Palm Beach, FL, a division of the Sporting Goods Manufacturers Association, 46 percent said their purchase decision for an aerobic rider was influenced by TV. The percentages for abdominal trainers and ski machines were 43 percent and 30 percent, respectively.
While information was sighted as important in affecting purchase decisions of these three kinds of products, very few people overall purchased directly from TV-about five percent of respondents. The most popular marketing channel is retail, with 33 percent of respondents saying they had purchased exercise equipment in department stores such as Sears or JC Penney.
