An investigation of perceived body aesthetics and its contribution to the empowerment of marketing strategies for sporting goods

Abstract

The multiple linear regression method was used to model the relationship among infl uence of body aesthetics, perceived benefi t of body aesthetics and infl uence of media to perceived body aesthetics. Four alternative models were developed in order to lead to a better understanding of the signifi cance of others ' opinions to the perceived body aesthetics. We address the core research themes of our study using a survey. The research hypotheses aim to test students ' attitudes regarding to body aesthetics, in order to understand this modern raising issue (as an effective psychographic segmentation criterion) in the planning of modern marketing strategies of sporting goods. For this reason, we investigate the effect of some of the general behavioural descriptors regarding to social class. The convenience sample included 401 students (interested in sporting activities) from three different Greek universities (eight departments). Our intention is to reach students with different experiences, attitudes, educational and family background. Data were collected by means of face-to-face interviews during the ten-week period. According to the research results, we accept the fourth hypothesis (H 4 ), which means that model 4 better predicts perceived body aesthetics. The fi ndings of this study have some interesting implications not only for marketing managers of sporting goods but also for policy-makers.