An Investigation of Perceived Value of Physical Exercise In Aging Baby Boomers: Marketing Implications in the Sporting Goods Context at a Store Level

The linear regression method was used to model the relationship among a set of perceptions regarding to the importance of physical exercise and the perceived value of physical exercise (as a leisure activity) for aging baby boomers. In terms of a pilot study, we developed two alternative models tested at two different convenience samples. The first sample consisted of 82 aging baby boomers aged 55.65 (sample 1) and the second one consisted of 458 citizens aged 18.45 (sample 2). Through this research approach, we intended to lead to a better understanding of perceived value of physical exercise in the sporting goods marketing context for aging baby boomers. We addressed the core research themes of our study using a convenience survey. Data was collected by means of face to face interviews during the seven week period. The research results showed that the "model 2" better predicts perceived value of physical exercise as a leisure activity for aging baby boomers. We believe that the final findings of our research try can recognize the differences in buying behaviors between aging baby boomers and other target markets and advance marketers of sporting goods strategic tries regarding to consumer strategy management at a store level.