The
motivations driving fitness product purchases have undergone significant
transformation among Generation Z and Millennials, shaped by rising health
consciousness, digital social influence and evolving lifestyle aspirations.
Against the backdrop of India's rapidly expanding fitness industry and Assam's
emergence as a sports hub, understanding these generational dynamics is
strategically important. This study aims to identify the key motivational
factors influencing fitness product purchases among Generation Z and
Millennials; compare purchasing behaviour across the two generational cohorts
and identify emerging consumer trends likely to shape the fitness market.
Quantitative
data for this study were collected through a structured questionnaire
administered to 396 respondents (198 from each generational cohort) engaged in
regular physical activity in Guwahati, Assam, using purposive sampling. The
study finds that injury prevention (68.18%), personal fitness goals (63.63%)
and long-term wellness (56.81%) emerged as the dominant motivational factors
across both groups. Generation Z prioritises health, safety and sustainability
while Millennials are more brand-conscious and goal-driven. Sportswear
dominates product preferences (81.82%) across both cohorts. Looking ahead,
product quality, sustainability and technological innovation are the primary
drivers of future spending. The findings reveal distinct generational profiles
that carry actionable implications for fitness brands. Businesses targeting
Generation Z should emphasise functionality, affordability, eco-friendliness
and digital integration, while Millennials respond more strongly to premium
branding and structured fitness programmes. These insights contribute to the
growing body of knowledge on generational consumer behaviour in emerging
fitness markets.
