Generating consumer insights into physical activity patterns for three different segments

Segmentation theory has been suggested as an effective way to target social marketing programmes to meet different needs of different subgroups in order to achieve behaviour change more effectively. The aims of this research were two fold. First, to identify whether distinct physical activity consumer segments existed among an urban population sample and second, to observe how physical activity levels changed over a one-year period. A two-step cluster analysis was used to identify homogenous subgroups in the study population. Next, repeated measures ANOVA, with post hoc group analysis, was conducted to examine changes in physical activity over time and to determine if there was a significant difference between the identified segments. Three segments were identified at baseline: female positivists, active males and young and motivated. Findings indicate that physical activity changed over time for the better in all three segments with positive changes observed both in terms of the number of physical activity sessions and time spent on physical activity for exercise, recreation or sport in the past seven days. Implications for future research and practice are outlined.