THE IMPACT OF PERCEIVED VALUE AND MOTIVATION ON CUSTOMER PURCHASE INTENTION OF FITNESS INDUSTRY IN MYANMAR

The fitness industry worldwide is poised to grow steadily, benefiting from growing health consciousness, urbanization, and technology integration into health and wellness solutions. The global fitness industry, valued at USD 96.7 billion in 2022, has been projected to have a particularly rosy CAGR growth of 7.67% from 2023 to 2028, propelled further by increasing demand for services and acceptance of digital technologies (Statista, 2023). In the Asia-Pacific region, markets like China, Thailand, and Singapore are prospering towards increased participation and fitness trends from changing consumers' preferences for health and wellness, the level of technology adoption, and greater disposable income (Euromonitor International, 2023).
The fitness sector in Myanmar is starting to take shape against a backdrop of urbanization and a growing awareness of health benefits associated with regular physical activity. Informal data suggest a proliferation of gyms, boutique fitness studios, and yoga studios in urban centers such as Yangon and Mandalay, which have become very popular as the middle-income group displays more interest in fitness activities (Myanmar Times, 2020). The gradual penetration of digital fitness applications and the increased dissemination of fitness content through social media networks have changed consumer behavior, particularly among youth and working-age populations. In Myanmar, the fitness industry faces several challenges including subpar infrastructure, varying levels of disposable income among specific demographics, and uncertainty in regulation, which inhibits scaling and sustainability for fitness businesses. Understanding customer purchase intention, competitive strategies among fitness centers, and growth potential for the industry is important for businesses and policymakers to realize the economic and social benefits of a burgeoning fitness sector in Myanmar.