EFFECTIVENESS OF MARKETING-MIX STRATEGIES ON CUSTOMERS OF FITNESS ESTABLISHMENTS. PILOT AND PRELIMINARY STUDY IN THE CITY OF YAOUNDE (CAMEROON)

Résumé

The rise of concerns related to maintaining the health of populations through the regular practice of physical and sports activity is at the origin of a meteoric proliferation that has tipped fitness establishments into an increasingly competitive field rougher in major Cameroonian urban centers. In this context, the development of strategies to capture and retain customers is essential for the promoters of said establishments. This pilot and preliminary study aims to analyze the effectiveness of the marketing-mix strategies on the clientele of fitness establishments in the city of Yaoundé. To achieve this, a qualitative case study approach was favored, and semi- structured interviews were conducted with participants sampled randomly in 7 cases. The qualitative analysis of the adopted marketing-mix policies was carried out using Sphinx IQ software. I n addition to the availability of fitness seekers to pay when they are satisfied with the services offered to them, the results show that a cross between pull and push strategies, an increase in the number of rooms available 24 hours a day, as well as a product offer corresponding to expectations have a positive impact on attracting and retaining customers. Thus, by making it possible to understand the strategic aspects on which fitness establishments will have to rely in order to be more competitive, these preliminary results mark out avenues for reflection on applications of the marketing-mix in a new economic sector and in boom in fitness in Cameroon.