Abstract
This study investigated the possible existence of an indentifiable market consisting of persons with a general health orientation. The conceptualization suggested such a market could be identified by its combined interest in both exercise and nutrition. This unified market would comprise those persons who seek to promote their general health in the broad sense. The findings confirmed the existence of this unified market and distinguished specific linkages between the benefits people seek and the behaviors they undertake to gain them.
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Granzin, K.L., Bahn, K.D., Olsen, J.E. (2015). Does a Generalized Fitness-Nutrition Market Exist?. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_13
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DOI: https://doi.org/10.1007/978-3-319-17049-7_13
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