using lifestyle analysis to develop wellness marketing strategies for it professionals in india

This article was downloaded by: [Queensland University of Technology]On: 23 November 2014, At: 04:25Publisher: RoutledgeInforma Ltd Registered in England and Wales Registered Number: 1072954 Registeredoffice: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK

Health Marketing QuarterlyPublication details, including instructions for authors andsubscription information:http://www.tandfonline.com/loi/whmq20

Using Lifestyle Analysis to DevelopWellness Marketing Strategies for ITProfessionals in IndiaSathya Suresh a & Swathi Ravichandran ba R. V. Institute of Management , Jayanagar, Karnataka, Indiab Kent State University , Kent, OhioPublished online: 10 Feb 2010.

To cite this article: Sathya Suresh & Swathi Ravichandran (2010) Using Lifestyle Analysis to DevelopWellness Marketing Strategies for IT Professionals in India, Health Marketing Quarterly, 27:1, 1-20,DOI: 10.1080/07359680903263680

To link to this article: http://dx.doi.org/10.1080/07359680903263680

PLEASE SCROLL DOWN FOR ARTICLE

Taylor & Francis makes every effort to ensure the accuracy of all the information (the“Content”) contained in the publications on our platform. However, Taylor & Francis,our agents, and our licensors make no representations or warranties whatsoever as tothe accuracy, completeness, or suitability for any purpose of the Content. Any opinionsand views expressed in this publication are the opinions and views of the authors,and are not the views of or endorsed by Taylor & Francis. The accuracy of the Contentshould not be relied upon and should be independently verified with primary sourcesof information. Taylor and Francis shall not be liable for any losses, actions, claims,proceedings, demands, costs, expenses, damages, and other liabilities whatsoever orhowsoever caused arising directly or indirectly in connection with, in relation to or arisingout of the use of the Content.

This article may be used for research, teaching, and private study purposes. Anysubstantial or systematic reproduction, redistribution, reselling, loan, sub-licensing,systematic supply, or distribution in any form to anyone is expressly forbidden. Terms &Conditions of access and use can be found at http://www.tandfonline.com/page/terms-and-conditions

http://www.tandfonline.com/loi/whmq20

http://www.tandfonline.com/action/showCitFormats?doi=10.1080/07359680903263680

http://dx.doi.org/10.1080/07359680903263680

http://www.tandfonline.com/page/terms-and-conditions

http://www.tandfonline.com/page/terms-and-conditions

Using Lifestyle Analysis to DevelopWellness Marketing Strategies for

IT Professionals in India

SATHYA SURESHR. V. Institute of Management, Jayanagar, Karnataka, India

SWATHI RAVICHANDRANKent State University, Kent, Ohio

Revenues for the information technology (IT) industry have grown10 times over the past decade in India. Although this growthhas resulted in increased job opportunities, heavy workloads,unhealthy eating habits, and reduced family time are significantdownfalls. To understand lifestyle choices of IT professionals, thisstudy segmented and profiled wellness clients based on lifestyle.Data were collected from clients of five wellness centers. Clusterand discriminant analyses revealed four wellness consumersegments based on lifestyle. Results indicated a need for varyingpositioning approaches, segmentation, and marketing strategiessuited for identified segments. To assist managers of wellnesscenters, four distinct packages were created that can be marketedto clients in the four segments.

KEYWORDS India, information technology, lifestyle segmenta-tion, packaging and programming, wellness tourism

INTRODUCTION

Recognizing the immense potential of the Indian software industry, theMinistry of Information Technology in India published a policy documentComputer Software Exports, Software Development and Training in 1986(Ashraf, 2004). Subsequently, in 1990, the Ministry formulated the Software

Address correspondence to Sathya Suresh, R. V. Institute of Management, CA 17, 36thCross, 26th Main, T Block, Jayanagar, Karnataka 560041, India. E-mail: [email protected]

Health Marketing Quarterly, 27:1–20, 2010Copyright # Taylor & Francis Group, LLCISSN: 0735-9683 print=1545-0864 onlineDOI: 10.1080/07359680903263680

1

Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

Technology Park to promote and facilitate software exports from India.A state-of-the-art International Technology Park Limited was built in the cityof Bangalore, India. Electronic City is another industrial park spread over 330acres in Bangalore. The city is called the cyber capital of India (Ashraf, 2004).The cyber revolution in India would change the way the economy wouldgrow in the future. The service economy would replace the once agrarianand manufacturing economy of the largest democracy in the world.

There were more than 1,154 information technology (IT) companies inBangalore during 2002–2003 (Ashraf, 2004). The National Association of Soft-ware and Services companies (NASSCOM) which is the voice of the IT sectorin India has reported that revenues from IT have grown 10 times from $4.8billion in 1997–1998 to $47.8 billion in 2006–2007. The contribution to India’sgross domestic product (GDP) from the IT sector alone is 5.4%. The industryemploys 16,300,000 employees in India (‘‘IT exports to touch USD31b,’’2007).

IT industry employees have to meet international quality standards. Thechallenge to interface with the rest of the world has attracted the best brainsfrom the most renowned educational institutions in India to the IT sector.The entrepreneurial youth in the knowledge-based industry created someof the most influential start-up companies. The rest of the world was finallynoticing India after the landmark buyout of Hotmail from an Indian start-upby the international software giant Microsoft for $400 million (‘‘Hotmail’screator is starting up,’’ 2000). Salaries in the IT sector reached dizzying levelsunprecedented in the Indian corporate sectors. The then NASSCOMpresident, Kiran Karnic, reported in a press conference that the IT sectorwould create 400,000 new jobs in 2007, which is a 25% increase from2006. Mr. Karnic also stated that the industry would double its revenueand job opportunities by 2010 to cater to the needs of the booking industry(‘‘IT to create 4 lakh,’’ 2007).

The downsides of the IT industry’s growth are the heavy workload,prolonged working days, pressure to complete projects before deadlines,unhealthy food and irregular eating habits, having to travel at short notice,and being away from families for extended periods. Gentleman (2005) statedthat India is facing an obesity crisis among its newly wealthy middle-class,alluding to IT professionals. The advent of the multinational corporationwork culture characterized by increased work pressure and an increasingneed for performance in the workplace has led to increased stress. Thislifestyle increases the chance of developing heart disease 10–15 times (‘‘Heartdisease on rise,’’ 2008). The average age a person may suffer from heartattack has gone down to 30 from 40. In addition, 1,246 cases of divorce casespertaining to those in the IT sector were filed in 2006 in the matrimonialcourts in Bangalore, India (Nanjappa, 2007). Financial freedom, lack of timeat home, erratic working hours, work pressure, financial security, andstress are also seen as the main causes for this situation (Nanjappa, 2007).

2 S. Suresh and S. Ravichandran

Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

Companies are encouraged to take initiative and ensure that employees getmore time at home (Nanjappa, 2007).

At this juncture, it is vital to know how the educated affluent newgeneration of IT professionals from India manage their personal lifestylesfor wellness. Hence, the objectives of this study are:

1. To understand the lifestyle of IT professionals in Bangalore;2. To segment and profile the IT professionals; and3. To create wellness service packages for each of the identified segments.

LITERATURE REVIEW

Literature review is aimed at understanding the following three issues:

1. How lifestyle affects health;2. Strategic importance of segmentation in marketing; and3. How customers are segmented in various service sectors based on

activities, interests, opinions (AIO) model.

Lifestyle and Health

Bloch (1984) defined healthy lifestyle as an orientation towards the preven-tion of health problems and maximization of personal well-being. Engagingin habits such as smoking, excessive alcohol use, and low levels of physicalexercise are examples of leading an unhealthy lifestyle that can provokechronic diseases.

Focusing on African–Americans, Graves (2007) stated that buildingwealth while neglecting health are mutually defeating activities. A healthylifestyle focused on regular exercise, good nutrition, timely medical examina-tions, and disease prevention goes hand in hand with establishing a wealthybuilding legacy for present and future generations of African Americans.

Gool et al. (2007) examined whether healthy lifestyle was associatedwith the absence of depressed mood. To understand this, 1,169 adultparticipants in the Maastricht Aging Study provided baseline data and dataon smoking, alcohol, physical exercise, body-mass index, and mood for aperiod of six years. Results suggested excessive alcohol use predicteddepressed mood. Those engaged in physical exercise throughout the six-yearperiod were associated with absence of depressed mood.

In a study involving Scottish local authority staff, Watson (2007) statedthat the leading causes of death in the developed world were ischaemic heartdisease, stroke, and cancer. These conditions were caused by poor diet,smoking, and alcohol use. The author stated that occupational healthprofessionals can play an important role by offering lifestyle screening,

Wellness Marketing Strategies for IT Professionals 3

Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

which can identify people likely to benefit from provision of health-relatedinformation. Results of the Watson (2007) study suggest that the workforce isamenable to the assessment of lifestyle issues and the receipt of informationand advice aimed at promoting health.

Carrasco-Garrido, Mignel, Barresa, and Garcia (2007) studied the healthprofiles, lifestyles, and use of health resources by the immigrant populationin Spain. Research results showed that immigrants in Spain displayed betterlifestyle-related parameters, consumed less alcohol, and smoked less than theautochthonous population.

Divine and Lepisto (2005) examined demographics, personal values,and psychographic antecedents in an attempt to understand the healthylifestyle consumer. Through cluster analysis, customers were divided intohealthy and unhealthy lifestyle segments. Research results indicated thatpeople who maintain healthy lifestyle were female, older, more educated,placed less importance on the value of ‘‘excitement,’’ had a tendency to planahead, and experienced less overload. The authors suggested that companieslooking to expand the market for healthy products may want to focus onways of making their products=services more convenient to time-pressuredconsumers.

The landmark INTERHEART study of 30,000 men and women from 52countries found that nine lifestyle factors accounted for almost all the riskof heart attack: smoking, cholesterol, hypertension, diabetes, obesity, diet,levels of physical activity, alcohol consumption, and psychosocial issues likeemotional stress and depression (Yusuf et al., 2004). In other words, thediseases that kill the most people each year are almost completelypreventable just by changing diet and lifestyle.

An increasing number of companies, both large and small, are institutingprograms that encourage their employees to engage in healthier lifestyles(Rotenberk, 2007). A survey of 450 major US employers conducted by HewittAssociates, a global human resource consulting firm, confirmed thatincentive-based health programs are on the rise (Ventresca, 2007). There wasa 10% increase in 2006 over 2005. Previously, wellness programs consisted ofinformation that was sent out about what one should be doing, and providedencouragement for adopting certain behaviors. However, getting individualscommitted to performing those behaviors was never part of the equation.Providing incentives helped promote commitment (Ventresca, 2007).

The Bureau of Labor Statistics (BLS), a division of the US Department ofLabor, projects employment of health educators to grow faster than theaverage for all occupations through 2014 (Teixeira, 2007). Teaching peopleabout healthy living is less expensive than treating sick patients. Healtheducators promote wellness and healthy lifestyle, covering a wide range oftopics. They teach the communities about behaviors that encourage healthyliving and prevent diseases and other problems. The job growth of healtheducators is driven by the rising costs of healthcare, increased awareness of


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

preventable diseases, the need for early detection of diseases, and an increas-ing recognition of the need for qualified health educators (Teixeira, 2007).

Segmentation: Tool in Strategic Marketing Management Process

Market segmentation recognizes that people need, desire, and expectdifferent characteristics from products or services that they experience. Itinvolves identifying and describing subgroups of the market so marketingresources and product offerings can be targeted. With appropriate segmentsidentified, the service providers can design unique packages for each groupand target high-yield niche segments.

In most markets, the breadth of customer requirements is too extreme toallow a single organization to satisfy every customer’s product and serviceneeds all the time. Companies are more likely to achieve a match betweentheir particular assets and the diversity of needs by concentrating efforts oncustomer groups with fairly homogeneous requirements (Dibb & Simkin,1997). Effective segmentation is measurable, substantial, accessible, defensi-ble, durable, competitive, homogeneous, and compatible (Morrison, 2002).

Life Style Segmentation

The relationship between lifestyle patterns and consumer behavior has beenstudied since 1963. The most widely used model measures activities, interests,and opinions of customers (Wells & Tigert, 1971). The authors used 300 AIOstatements to measure how consumers spend their free time; what interestedthem in their immediate surroundings; and their opinions of self, economics,culture, products, etc. Lifestyle patterns combined the virtues of demo-graphics and the richness of psychographic characteristics (Plummer, 1974).

Plummer (1971) used lifestyle dimensions to understand differencesbetween users and nonusers of commercial bank charge cards. The authorused 300 AIO measuring such activities as club membership, communityorganizations, hobbies, travel, shopping, work, and entertainment. Interestsin home, family, and community, and opinions of topics such as fashion,business, economics, etc. were also measured.

Gonzalez and Bello (2000) studied Spanish tourists’ behavior andlifestyle, as defined by the AIOmodel. Five clusters emerged from segmentingthis market including: (a) home lovers, (b) idealists, (c) independent, (d)hedonistic, and (e) conservative. Labels were given to give a general ideaabout the lifestyle of each segment. The authors suggested that members ofthe travel trade can become acquainted with the segment names and use themto predict the behavior of their customers by gaining in-depth knowledgeof their lifestyles. Lifestyle segmentation has been used extensively to deter-mine consumer market segments in various sectors of the hospitality andtourism industry; however, not in the wellness tourism segment.


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

METHODOLOGY

Identifying Variables in AIO Model

The purpose of this study was to understand lifestyle patterns of wellnessclients in order to be able to segment the market and create customizedpackages for each segment. The study used the AIO model (Plummer,1974) to analyze lifestyle of wellness clients. Demographic and geographicquestions were also included.

Review of various elements listed under AIO by Plummer (1974)revealed that few had direct relevance to wellness. To assist with the identi-fication of elements, two focus group interviews were conducted. The firstgroup consisted of six employees from an IT firm. The second groupconsisted of two sets of spouses and an executive who had visited thewellness center for weight reduction. Both groups were briefed on theresearch objectives, and the variables and the subvariables of the AIO modelwere introduced to the members of the focus group. Focus group memberswere asked to identify two subvariables from activities, interests andopinions, which directly related to state of wellness. After some deliberation,both groups agreed that: (a) work and entertainment were the two subvariables under activities; (b) food and achievements were the two mostimportant variables under interest; and (c) culture and opinion of self werethe two selected under opinions. Based on these outcomes the instrumentwas prepared for the study.

Item Analysis

Because the lifestyle questions had three distinct dimensions, an itemanalysis was completed separately for activities, interests, and opinions.Items that had low-item total correlations were removed because they wereconsidered ambiguous and did not strengthen the validity of the question-naire (Nunnally, 1978). A total of 13 items were retained for studying theactivities component of lifestyle. These items had an alpha value of 0.80.The alpha value was 0.77 for the 11 items retained to study the interestcomponent. Finally, the alpha value was 0.76 for the 15 retained itemsrepresenting the opinion component of lifestyle.

Data Collection

This study was conducted based on primary data which was collectedthrough a structured nondisguised questionnaire. The research instrumentwas developed using extensive research materials on lifestyle. Initially, 60items were framed to understand the AIO of wellness clients. After theitem analysis, 39 items were retained for further study. Respondents were


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

asked to indicate their level of agreement or disagreement with eachstatement using a 5-point Likert-type scale. Responses for the Likert-typescale statements were coded as 1¼ strongly disagree, 2¼disagree, 3¼neitherdisagree=agree, 4¼agree, and 5¼ strongly agree. Data were collected fromfive wellness centers in Bangalore, India. In all, 500 questionnaires weredistributed by front office staff of the wellness centers to all clients stayingat the five wellness centers during the third week of January. This time framewas chosen because the identified resorts had maximum occupancy ratesduring this period. Questionnaires were given to clients during their ‘‘leisure’’hour so as to not disrupt their daily routine of yoga, meditation, spa treat-ment, walking, and other activities, as advised by the wellness centers.Researchers collected completed questionnaires from the front office staffat the end of the week. A 64% response rate was achieved (320 question-naires). Of questionnaires returned, 310 were deemed usable for furtheranalysis.

RESULTS AND DATA ANALYSIS

Demographic Characteristics of Wellness Clients

Demographic characteristics of respondents are presented in Table 1.The majority of the respondents was Indian nationals, male, and had aMaster’s degree. Nearly half of all respondents were in the 31–40 agerange. It is not surprising that many respondents identified ‘‘technical’’as their employment area. This category includes individuals employedin the software industry which is known for long work hours and highstress.

Underlying Dimensions of Lifestyle of Wellness Clients

The Kaiser–Meyer–Olkin value for sampling adequacy was 0.735. Hence,sampling adequacy has been achieved for conducting factor analysis. Factoranalysis using varimax rotation reduced 39 explanatory variables under life-style to 10 factors (Table 2). In all, the 10 factors explained about 89.75% ofthe total variance. Interpretation of factor loading matrix was straightforward.Table 2 shows the list of factors in the order in which they were extracted.Factor names were developed intuitively by the researchers based on theappropriateness of statements representing the underlying factor (Hair,Anderson, Tatham, & Black, 1998). Cronbach’s alpha scores for 9 out of 10factors were above the threshold level of 0.5 (Hair et al., 1998). Factor 3had an alpha value lower than the threshold level recommended (0.4109)and hence was eliminated for further analysis. Factor 10 was representedby a single item.


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

Clustering Wellness Clients Based on Lifestyle

Cluster analysis was used to classify clients in the wellness sector based ontheir similarities in lifestyle as defined by AIO dimensions. Factor scores ofnine factors obtained through varimax rotation were used to determine thenumber of homogeneous groups represented by the data.

Hair et al. (1998) recommended the use of both hierarchical and non-hierarchical methods to utilize benefits of each. A hierarchical techniquecan establish the number of clusters, profile the cluster centers, and identifyany obvious outliners. A nonhierarchical method selects the seed pointsaccording to some practical, objectives, or theoretical basis (Hair et al.,1998). This study used a combination of both methods to cluster the groups.The agglomeration schedule helped obtain the range of cluster solutions.

One of the difficulties in conducting cluster analysis is that the bestway to determine the appropriate number of clusters is yet to beresolved (Alzua, O’Leary, & Morrison, 1998). The selection of the finalcluster solution requires substantial researcher judgment and is consid-ered by many as subjective. Even though more sophisticated methods

TABLE 1 Demographic Characteristics of Respondents

Characteristics Frequency Percentage

Nationality (n¼ 310)Indian 253 81.6Foreigner 57 18.4

Gender (n¼ 310)Male 202 65.2Female 108 34.8

Age (n¼ 310)21–30 117 37.731–40 153 49.441–50 23 7.451–60 11 3.661–70 6 1.9

Highest education level (n¼ 310)High school diploma 29 9.4Bachelor’s degree 117 37.7Master’s degree 127 41.0Doctoral degree 37 11.9

Nature of employment (n¼ 310)Technical 96 31.0Administrative 63 20.3Service provider 88 28.4Management 43 13.9Sales & Marketing 20 6.4

Day of travel in the month (n¼ 310)3–5 days 97 31.36–10 days 128 41.311–15 days 60 19.416–20 days 25 8.0


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

TABLE 2 Factors Underlying Lifestyle (AIO) of Wellness Clients

Factor nameFactorloadings Eigenvalue

Variance(%) Reliability

Factor 1: Work enthusiasts 8.50 12.86 .59My work is stressful. .883My work is of primaryimportance to me in life. .814

My work involves a lot of travel. .747My work is my true identity. .705I lack perseverance and focusto achieve goals. �.617

My work gives me satisfaction. .618Factor 2: Low self-esteem and culture buffs 5.98 11.97 .88I am impulsive and childlike. .854I am withdrawn and aloof. .804I have a strong hold on cultural values. .675I am apprehensive of adopting other cultures. .542My achievements are negligible compared toothers.

.453

Factor 3: Ethnocentric and complex individuals 5.30 11.66 .41I feel rich and proud of my culture. .842I am a complex individual. .823My dietary habits are typically ethnic. .787Being ethnic gives me special identity. .752My work takes all my active time. �.602I combine my work and entertainment. �.460

Factor 4: Average individuals and language buffs 4.18 11.51 .58I want things done my way. .816I eat to enjoy myself. .792I feel comfortable with people who speak thesame language as me.

.789

If I am not successful, I blame myself. .667I am average and not so talented. �.567I have no other options, so I work. .544

Factor 5: Undisciplined foodies and change infood habit seekers

3.06 11.10 .85

I eat at irregular times. .882Fried food is my weakness. .849I want to bring about a change in my foodhabits.

.751

I know my diet is not balanced and healthy. .694Factor 6: Hardcore strivers 2.12 9.13 .80I eat out and entertain myself. .849I have no time for entertainment. .839I have a positive frame of mind to achieve mygoals.

.586

I neglect my personal pleasures. .497Factor 7: Networkers 2.03 6.49 .75My favorite entertainment is to go out withfriends.

.808

My favorite entertainment is to meet friends. .781I balance work and entertainment to avoidstress.

.751

(Continued )


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

have been developed to assist in evaluating the cluster solutions, it still isthe researcher’s responsibility to make the final decision as to the num-ber of clusters to accept as the final solution (Hair et al., 1998). Six dif-ferent cluster solutions (n¼ 3, 4, 5, 6, 7, 8) were run on the factor scoresof the nine factors deemed fit for further analysis. A four-cluster solutionwas selected considering the distance between the clusters and claritywith which interpretations can be made (Table 3). The clients were dis-tinctly different in their profiles in a four-cluster solution and hence theresearcher decided to maintain a four-cluster solution.

The level of significance through ANOVA indicated that the nine factorswere significantly different across the four clusters. If ANOVA tests wereused, the interpretation of clusters and differences across clusters shouldbe done only on the basis of those variables, which are statistically significantacross clusters at 0.10 or 0.05 or some other desired level (Nargundkar, 2003).ANOVA output showed that all nine factors were significantly different acrossthe four clusters at the 0.10 level.

Lifestyle Clusters

CLUSTER 1: WORK ENTHUSIASTS AND FAMILY-ORIENTED PERSONS

The first cluster contained 29.67% (92 out of 310 members) of respondents.This cluster has high mean scores on Factors 1 (0.56604) and 8 (0.48903).Members of this cluster consider work stressful; their work is of primaryimportance to them in life and it involves a lot of travel. In addition, theyfeel that through their work-life they identify who they are. Members of thiscluster also lack perseverance and focus to achieve goals and they gainsatisfaction from work. They are cautious and depend upon their familyand friends for help. Meeting the needs of some of the members in thiscluster could pose a challenge for wellness managers. Members may wantpackages to meet needs of the entire family; however, most packages arecreated for adults.

TABLE 2 Continued

Factor nameFactorloadings Eigenvalue

Variance(%) Reliability

Factor 8: Cautious individuals and family-oriented 1.53 5.80 .64I am cautious and plan my activities. .830I depend upon my family and friends for help. .602

Factor 9: Weak-minded and self-deniers 1.29 5.30 .75I fail to reward myself for my achievements. .916Obstacles make me de-motivated. .631

Factor 10: Progressive improvers 1.01 3.99I strive for progressive improvement. .725


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

TABLE3

Lifestyle

ClusterMean

ScoresforFactors

Factor1

(work

enthusiasts)

Factor2

(low

self-esteem

andcu

lture

buffs)

Factor4

(average

individualsan

dlanguagebuffs)

Factor5

(undisciplined

foodies)

Factor6

(hardco

restrivers)

Factor7

(netw

orkers)

Factor8

(cau

tious

individualsan

dfamily-

oriented)

Factor9

(weak

-minded

andself-deniers)

Factor10

(progressive

Improvers)

Cluster1

(29.67%)a

.56604

.26196

�.55300

�.11684

�.66136

�.50788

.48903

.17418

�.55865

Cluster2

(4.51%)

�.41128

1.90674

.60955

.62135

�1.24671

�1.01144

�1.24558

1.46072

2.42335

Cluster3

(52.25%)

�.35745

�.13492

.52451

.30709

.29090

.33758

�.18707

�.01421

�.20236

Cluster4

(13.54%)

.27592

�.68898

�1.01498

�1.13569

.74223

.14753

.06553

�.81362

1.19644

F-value

22.450

35.693

65.803

33.334

47.976

23.284

19.490

24.832

138.018

p<.000

p<.000

p<.000

p<.000

p<.000

p<.000

p<.000

p<.000

p<.000

aPercentageofrespondents.

11

Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

CLUSTER 2: COMMONERS

This cluster contained 14 members and accounted for 4.51% of the sample.This cluster has high mean scores on Factors 2, 4, 5, 9, and 10. The factorscores are 1.90674, 0.60955, 0.62135, 1.46072, and 2.42335 respectively. Thiscluster consisted of people who are childlike, impulsive, withdrawn, andaloof. They have strong cultural values but are apprehensive about adaptingto new cultures. Their achievements are negligible compared to others andthey blame themselves for their failures. Obstacles make them demotivatedand they fail to reward themselves. Members of this cluster want things theirway and eat to enjoy themselves. They have poor eating habits. Fried food istheir weakness. Members however, do want to bring about a change in theirfood habits. They strive for progressive improvement. They are commonerswith all their reservations, inhibitions, flaws, and ambiguity but are strivingfor improvement.

CLUSTER 3: NETWORKERS

This cluster was the largest with 162 members, and consisted of 52.25% of thetotal number of respondents. This cluster scored high on Factor 7 with avalue of 0.33758. Members of this cluster like to go out with friends and theybalance work and entertainment to avoid stress. Networking is an essentialelement to move up the organizational hierarchy in today’s corporate world.To meet the needs of this group, wellness centers can offer cluster membersa commonplace and theme to network and progress.

CLUSTER 4: HARDCORE STRIVERS

This segment consisted of 42 members and constituted 13.54% of the totalrespondents. This cluster scored high on Factor 6 with a value of 0.74223.Cluster members have no time to entertain themselves and they neglect theirpersonal pleasure. They have a positive frame of mind to achieve their goalsand they eat out to relax and enjoy.

Discriminant Analysis

Discriminant analysis was performed to evaluate the accuracy of the segmentclassification completed using cluster analysis (Table 4). Overall, 99.7% ofthe original cases were correctly classified. The classification matrix ofrespondents suggested that lifestyle discrimination function had done anexcellent job of classifying all four clusters. Because there are four clusters,a maximum of three functions can be extracted. The first function had aneigenvalue of 97.29 and explained 46.2% of the variance. The second func-tion has an eigenvalue of 78.96 and accounted for 37.5% of the variance. Thefinal function has an eigenvalue of 34.50 and explains 16.4% of total


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

TABLE 4 Discriminant Analysis of Lifestyle Variables (AIO) of Wellness Clients

Lifestyle (AIO) variables

Function 1(structure

coefficients)


coefficients)


coefficients)

My achievements are negligible compared toothers.

.100 �.005 .046

I am apprehensive of adapting other cultures. .099 .012 .003I am withdrawn and aloof. .095 .075 �.033I lack perseverance and focus to achieve goals. .076 �.001 .064Fried food is my weakness. .073 �.007 .001Obstacles make me demotivated. .070 .027 �.062I eat out at irregular times. .069 �.013 .001I feel comfortable with people who speak thesame language as me.

.066 .000 .050

If I am not successful, I blame myself. .066 �.014 .057I am cautious and plan my activities. �.048 �.020 �.005My work is my true identity. �.044 .007 .031I have a strong hold on cultural values. .043 .035 �.004I neglect my personal pleasures. �.042 �.036 �.033I fail to reward myself for my achievements. .042 .001 �.032I depend upon my family and friends for help. .040 �.036 �.035My work gives me satisfaction. �.039 .018 .010My work involves a lot of travel. �.028 �.001 �.019I want to bring about a change in my food habits. .025 �.111 .079I strive for progressive improvement. .024 .073 .049I have a positive frame of mind to achieve mygoals.

�.029 �.045 .028

I eat to enjoy myself. .077 �.044 .158I balance work and entertainment to avoid stress. .011 �.002 .102My work is stressful. �.016 �.014 �.080I eat out and entertain myself. �.050 .059 .072I know my diet is not balanced and healthy. .044 �.007 .063I am impulsive and childlike. .062 .015 �.063My favorite entertainment is to go out withfriends.

�.006 �.012 .057

I am average and not so talented. .027 .014 �.048I have no other options, so I work. .027 �.044 .045I want things done my way. .019 �.001 .043I have no time for entertainment. �.023 �.022 .040My favorite entertainment is to meet friends. �.010 �.021 .034My work is of primary importance to me in life. �.024 �.009 �.032Eigenvalue 97.287 78.962 34.502Wilks’ Lambda .000 .000 .028Chi-square 3642.591 2309.808 1036.968p value <.000 <.000 <.000Percentage of variance 46.2 37.5 16.4Group CentroidCluster 1 �1.164 �3.837 �8.590Cluster 2 30.512 29.464 �3.251Cluster 3 2.955 �3.969 4.597Cluster 4 �19.022 13.890 2.168

Percentage of cases correctly classified: 99.7%


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

variance. The Wilks’ lambda for Functions 1 through 3 and 2 through 3 are0.000 and it is 0.028 for Function 3.

All three were significant at an alpha level of 0.05. The three functionstogether discriminated adequately among the four groups. Group centroidsshowed that Clusters 2 and 4 were discriminated by Function 1. Clusters 2and 4 were different from Clusters 1 and 3, as discriminated by Function 2.Finally, Function 3 discriminated Cluster 1 from Clusters 3 and 4, based ongroup centroids. According to pooled-within-group correlations, ‘‘Myachievements are negligible compared to others,’’ contributed to 10% ofFunction 1 structure; ‘‘I want to bring about a change in my food habits’’contributed to 11.1% of Function 2 structure, and ‘‘I eat to enjoy myself’’contributed to 15.8% of Function 3 structure.

PACKAGING AND PROGRAMMING SERVICES FORIDENTIFIED SEGMENTS

In the service industry, ‘‘packaging’’ is defined as a combination of relatedand complementary services into a single price offering. ‘‘Programming’’involves developing special activities, events, or programs to increase custo-mer spending, or to give added appeal to a package or other hospitality=travel service (Morrison, 2002). Packaging and programming perform fivekey roles in hospitality marketing including: (a) smoothing patterns ofbusiness, (b) improving profitability, (c) assisting in the use of segmentedmarketing strategies, (d) complementing other product=services-mixelements, and (e) bringing together other related hospitality and travelorganizations (Morrison, 2002).

In the context of wellness services, branded wellness packages includ-ing medical, lodging, and spa services are not widely prevalent. Identifyingcustomer segments, their needs and wants, packaging new services forthese segments, positioning these packages on a holistic wellness platform,building brand equity, and extending the brand equity to represent theIndian wellness sector should be the road map for planned growth forthe sector in India. The first step towards achieving this goal is to segmentwellness clients and form new packages to cater to their needs and wants.

Through this research, four clusters were identified based on wellness cli-ents’ lifestyle patterns. Packages were created to meet the unique needs ofmembers of these four clusters after interviewing 12 members from the fivewellness centers. Fitness experts, a yoga master, dieticians, a spa manager, amarketing manager, a naturopathy doctor, and alternate therapy practitionerswere interviewed and packages were formulated. Package names were givenin Sanskrit, which is the first attempt in the industry. The names of the packagesindicate the effects and benefits that it would offer to the clients.


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

DISCUSSIONS AND MANAGERIAL IMPLICATIONS

Managers of wellness centers need customized packages to marketto the four client segments identified above. Creating customizedpackages to satisfy specific needs of identified segments was one ofthe objectives of this research study. Following is a discussion of thosepackages.

Package for Work Enthusiasts and Family-Oriented Persons

PROGRAM OBJECTIVES

1. To provide bonding time for clients who travel with their families;2. To plan outdoor activities and games for the entire family;3. To create a cool, relaxing, and friendly program to loosen the rigidity

and seriousness which the clients impose on themselves, as they areworkaholics; and

4. To offer fine services that would pamper individuals who are usedto pushing themselves to the edge to achieve their work relatedgoals.

NAME OF PROGRAM: ANANDHA

Anandha in Sanskrit translates to fulfillment=happiness. This programaims to increase family ties and provides opportunities to rediscoverfamily values and experiences. Pampering personal services like massagesare offered to the clients as their work involves a lot of travel and theprimary foci of these customers are work and achievements related towork. They often tend to burn themselves out by overworking themselvesand setting aside no time for family and relaxation. Giving opportunitiesfor quality time to pamper themselves with their families is the aim of thispackage.

SERVICE PACKAGE

1. Yoga as a family;2. Outdoor activities as a family;3. Competition and games amongst families;4. Suggestions of activities and games for families, which can be practiced

outside the centers;5. Pampering therapies based on individual taste; and6. Introduction to one or more relaxation techniques that can be used in the

work place or whenever stress relief is needed.


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

Package for Commoners

PROGRAM OBJECTIVES

1. To offer a program that enhances the self-esteem of individuals;2. To offer programs that facilitate clients’ exploration of their strengths and

positive attitudes;3. To provide counseling on healthy food habits;4. To understand and tailor the programs as close to the client’s cultural and

ethnic practices as possible;5. To expose the ethnocentric clients’ sensitivity to other cultures;6. To provide lectures and useful tips on encountering travel delays and their

effects on food; and7. To demonstrate the preparation of quick and healthy food and provide a

quick-reference guide on healthy and balanced food.

NAME OF THE PROGRAM: PRATHIGNYA

Prathignya in Sanskrit means determination. This program aims to provideinner strength and clarity. It aims to rejuvenate inner potential, which willlead to improvement and greater accomplishment of individuals in theirwork. The program places emphasis on people who are ethnocentric andalso aims to bring about a permanent change in the food habits of programparticipants.

SERVICE PACKAGE

1. Introduction to two methods of meditation that can be practiced at homeand during travel;

2. Individual sessions with dietitians to discuss food habits and how toadhere to healthy eating;

3. Therapies to soothe mind and body combined with music; and4. Strong customer relations program to ensure regular practice outside the

wellness center.

Package for Networkers

PROGRAM OBJECTIVES

1. To offer a program that has entertainment value;2. To offer an environment that promotes networking with peer groups;

and3. To offer corporate packages that would enhance networking amongst

inter- and intracorporate members.


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

NAME OF PROGRAM: SNEHA

Sneha in Sanskrit means friendship. This package would improve opportunitiesfor corporate clients to enhance their social circle and would provide an atmo-sphere to discuss common interests other than business at the wellness centers.The program aims to bring peer groups together to enhance networking.

SERVICE PACKAGE

1. Programs that combine members from various corporations to facilitatenetworking and interaction among members;

2. Entertainment options apart from the usual services like yoga, meditation,exercises, etc.;

3. Weekend programs to facilitate corporate participation; and4. In-house programs within the firms to facilitate interdepartmental activities.

Program for Hardcore Strivers

PROGRAM OBJECTIVES

1. To ensure that entertainment is provided as part of the wellness packagesbecause clients in this segment require relaxation and recreation;

2. To ensure that the majority of the clients’ time at the wellness center isallotted for relaxation and stress reduction; and

3. To emphasize the role of food in an individual’s well-being.

NAME OF THE PROGRAM: SHANTHI

Shanthi in Sanskrit means peace and tranquility. This program aims at pro-viding peace and tranquility of mind by eliminating stress that is imposedby people due to over emphasizing work and work-related success. It aimsat rejuvenating the inner potential, which will lead to improvement andgreater accomplishment of individuals in their work.

SERVICE PACKAGE

1. Relaxation techniques such as yoga, meditation, and breathing exercises;2. Games and activities to promote recreation and relaxation; and3. Counseling sessions with dieticians and a quick-reference guide on

healthy eating when on-the-go.

LIMITATIONS AND SCOPE FOR FURTHER RESEARCH

This study was conducted in the city of Bangalore, India, and therefore, theresults may not be extended to other cultures and countries. Wellness as a


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

concept and as an industry is not yet fully developed; it is still considered anextension of the beauty industry by some, health by others, fitness by a few,and even postoperative care by some. In India, wellness is also offered byspiritual organizations and the popular ashrams. A lack of industry definitioncould cause problems for a researcher who is seeking well-positioned well-ness centers for data collection.

Future research can focus on studying customer experiences at wellnesscenters. Service quality and dimensions of services offered by wellnesscenters can also be studied. Because the wellness sector is still in its nascentstage, every aspect of the service can be researched and benchmarks can becreated for India to gain a competitive advantage in the provision of wellnessservices. Future researchers can create and measure wellness quotients foreach identified work groups and specialized packages can be evolved foreach work environment. A customer satisfaction index can be preparedfor various wellness centers and benchmarking can be done based on clients’perception to increase process efficiency.

CONCLUSION

Lifestyle is a very important component while defining the wellness of indi-viduals. Through AIO variables that relate to wellness, lifestyles of IT profes-sionals were studied. From nine lifestyle factors, four clusters emerged.Unique wellness packages were designed and brand names were suggestedfor each of the identified segments.

REFERENCES

Alzua, A., O’Leary, T. J., & Morrison, M. A. (1998). Cultural and heritage tourism: Iden-tifying niches for international travelers. Journal of Tourism Studies, 9(2), 2–13.

Ashraf, T. (2004). Information technology and public policy: A socio-human profileof Indian digital revolution. The International Information & Library Review,36(4), 309–318.

Bloch, P. (1984). The wellness movement imperatives for health care markets.Journal of Health Care Marketing, 4(1), 9–16.

Carrasco-Garrido, P., Mignel, A. D., Barresa, V. H., & Garcia, R. J. (2007). Healthprofiles, lifestyle and use of health resources by the immigrant populationresident in Spain. Journal of Public Health, 17, 503–508.

Dibb, S., & Simkin, L. (1997). A programme for implementing market segmentation.Journal of Business and Industrial Marketing, 12(1), 51–65.

Divine, R. L., & Lepisto, L. (2005). Analysis of the healthy lifestyle consumer. Journalof Consumer Marketing, 22, 275–283.

Gentleman, A. (2005, December 4). India’s newly rich battle with obesity. TheObserver. Retrieved December 10, 2007, from http://www.guardian.co.uk/world/2005/dec/04/india.ameliagentleman


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

Gonzalez, A. M., & Bello, L. (2000). The construct ‘‘life style’’ in market segmentation:The behaviour of tourist consumers. European Journal of Marketing, 36(1=2),51–85.

Gool, C. H., Kempen, G. I. J. M., Bosma, H., Boxtel, M. P. J., Jolles, J., & Eijk, J. T. M.(2007). Association between lifestyle and depressed mood: Longitudinal resultsfrom the Maastricht Aging study. American Journal of Public Health, 97,887–894.

Graves, E. G. (2007, July). Choose wealth, choose health, for life. Black Enterprise,37(12), 12.

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate dataanalysis (5th ed.). Upper Saddle River, NJ: Prentice Hall.

Heart disease on rise among Indian youth. (2008, January 21). India Times Health.Retrieved January 30, 2008, from http://health.indiatimes.com/articleshow/479575.cms

Hotmail’s creator is starting up again, and again, and . . . (2000, September 14).Business Week. Retrieved January 2, 2008, from http://www.businessweek.com/bwdaily/dnflash/sep2000/nf20000914_779.htm

IT exports to touch USD31b in ‘06–07: Nasscom. (2007, January 24). The Times ofIndia. Retrieved December 18, 2007, from http://timesofindia.indiatimes.com/NEWS/India_Business/IT_exports_to_touch_31b_in_06–07_says_Nasscom/articleshow/1411296.cms

IT to create 4 lakh new jobs this year: Nasscom. (2007, September 8). The EconomicTimes. Retrieved December 27, 2007, from http://economictimes.indiatimes.com/IT_to_create_4_lakh_new_jobs_this_year_Nasscom/rssarticleshow/2348871.cms

Morrison, A. M. (2002). Hospitality and travel marketing (3rd ed.). Albany, NY:Delmar Thomson Learning.

Nanjappa, V. (2007, August 2). Bangalore: The rising divorce rate in the IT sector.Rediff India Abroad. Retrieved November 18, 2007, from http://www.rediff.com/news/2007/aug/02divorce.htm

Nargundkar, R. (2003). Marketing research: Text and cases (2nd ed.). New Delhi,India: Tata McGraw-Hill.

Nunnally, J. (1978). Psychometric theory. New York: McGraw-Hill.Plummer, J. T. (1971). Life style patterns and commercial bank credit card usage.

Journal of Marketing, 35(2), 35–42.Plummer, J. T. (1974). The concept and application of life style segmentation.

Journal of Marketing, 38(1), 33–37.Rotenberk, L. (2007). Wellness programs gain in popularity, take on new

approaches. Hospital and Health Networks, 81(8), 30.Teixeira, C. (2007). Health educators: Working for wellness. Occupational Outlook

Quarterly, 51(2), 30–36.Ventresca, Y. (2007, September). Healthy living, healthy incentives. Incentive

Magazine, 181(9). Retrieved December 18, 2007, from http://www.trainingmag.com/msg/content_display/incentive/e3i8f04b451b080ca9080cca1709bd23b51

Watson, H. (2007, November 30). Boosting health promotion. Occupational Health.Retrieved December 10, 2007, from http://www.personneltoday.com/articles/2007/11/30/42005/boosting-health-promotion.html


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

Wells, W., & Tigert, D. (1971). Activities, interests and opinions. Journal of Advertis-ing Research, 11(4), 27–35.

Yusuf, S., Hawken, S., Ounpuu, S., Dans, T., Avezum, A., Lanas, S., et al. (2004).Effect of potentially modifiable risk factors associated with myocardial infarctionin 52 Countries (the INTERHEART study): Case-control study. The Lancet, 364,937–952.


Dow

nloa

ded

by [

Que

ensl

and

Uni

vers

ity o

f T

echn

olog

y] a

t 04:

25 2

3 N

ovem

ber

2014

using lifestyle analysis to develop wellness marketing strategies for it professionals in india

Documents