Title: Wellness consumers in India: an attitude-based segmentation study

Authors: Soumya Singh; Sapna Singh

Addresses: School of Management Studies, University of Hyderabad, 181, LH-2, Hyderabad-500046, Telangana State, India ' School of Management Studies, University of Hyderabad, 181, LH-2, Hyderabad-500046, Telangana State, India

Abstract: Indian wellness industry is still at a nascent stage reflecting the lack of awareness reported by its consumers regarding various wellness segments and their offerings. This confusion in the mind of consumers may stem from 'poor positioning' of services and 'blurred demarcations' of the wellness segments. Thus, the present study attempts to segment the industry based on the differences in perceived wellness and attitude of wellness consumers towards these highly associated wellness services. Data collected from two hundred and 50 consumers was analysed using two-step cluster analysis which segmented the industry into three unique wellness clusters worthy of marketers' attention. The study found a need for intensive awareness programs based on the identified cluster boundaries and uniquely positioning the differentiated benefits of the segment offerings. Also, it offers insight that efforts made at enhancing the perceived wellness of consumers will lead to favourable attitude formation towards the wellness segment.

Keywords: wellness services; perceived wellness; wellness attitude; wellness awareness; cluster analysis; segmentation study; India.

DOI: 10.1504/IJLTM.2020.111493

International Journal of Leisure and Tourism Marketing, 2020 Vol.7 No.1, pp.26 - 43

Received: 09 Apr 2019
Accepted: 22 Sep 2019
Published online: 30 Nov 2020 *

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