Consumer Behavior Characteristics of Martial Arts Training Institutions in Chongqing

Abstract

This study examines the consumer behavior characteristics shaping the development of martial arts training institutions within Chongqing's urban core, a vital segment of the city's martial arts industry. Targeting nine districts, a mixed-methods approach, combining consumption theory and questionnaire data, was employed to analyze consumer perspectives and demand drivers. The primary objectives were: (1) to identify key consumer behavior characteristics influencing demand for martial arts training; (2) to evaluate the impact of consumer behavior on the economic sustainability of these institutions; and (3) to provide actionable insights for enhancing service offerings and market competitiveness. Utilizing consumption theory, the research explores how consumer preferences, motivations, and purchasing decisions affect the operational dynamics and growth of training centers. The questionnaire, capturing demographics, training motivations, satisfaction, and spending habits, illuminates specific behavioral patterns among Chongqing's martial arts consumers. The study aims to delineate the consumer characteristics contributing to the sector's economic foundation. By identifying demand drivers, the research offers insights for institutions to tailor services and marketing strategies and clarifies how understanding consumer behavior can accelerate domestic demand, contributing to sustainable industry growth and economic impact. The findings are crucial for stakeholders, including training institutions, policymakers, and industry professionals, seeking to enhance the sector's vitality and responsiveness. In summary, this analysis demonstrates that martial arts training in Chongqing has successfully evolved to maintain relevance in contemporary urban contexts while preserving its cultural essence. The inclusive demographic profile, multidimensional value perception, and clear consumer preferences provide a foundation for the continued development of martial arts as both a cultural heritage practice and a modern physical activity with broad appeal.