都市部の総合型地域スポーツクラブに小学生を対象とした有料サーキットトレーニングプログラムを導入させる際の市場規模予測 : 東京都江戸川区の事例

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  • Introduction of Circuit Training Program to Community-based Sports Clubs in Urban Areas and the Prediction Method of Market Scale
  • トシブ ノ ソウゴウガタ チイキ スポーツクラブ ニ ショウガクセイ オ タイショウ ト シタ ユウリョウ サーキットトレーニングプログラム オ ドウニュウ サセル サイ ノ シジョウ キボ ヨソク : トウキョウト エドガワク ノ ジレイ

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BACKGROUND : Since the decline of children′s muscle strength has become a problem, resistance training (RT) is effective for improving muscle strength even of children. Introducing the circuit training (CT) program into community-based sports clubs (SC) would be a one of the effective strategies to promote RT for children. In order to disseminate this, CT prediction of the market scale is necessary.<BR>PURPOSE : The purposes of this study were 1) to examine whether there is a feasibility of introducing CT programs in urban areas SC from the viewpoint of willingness to pay of potential customers, and 2) to identify the price that will generate the largest market scale.<BR>STUDY I : In the WTP survey, the participants were 694 parents of children attending public elementary school in Tokyo. A questionnaire survey was conducted. The answers of 403 participants were valid. The prevalence of potential customers who were willing to pay was 74.94 ± 4.23% for over 3,000 yen, and was 48.14 ± 4.88% for over 5,000 yen. The percentage of them decreased to 17.62±3.7% in for 6,000 yen.<BR>STUDY II : The market scale was investigated by the offer price based on the results of study I. The price was estimated in the case of introduction to one city in the Edogawa Ward, Tokyo. The largest market scale found in a month was 2.35-2.88 million yen in the case provided by 5,000 yen, 2.01-2.43 million yen in case provided by 4,000 yen and 2.30-2.58 million yen in the case provided by 3,000 yen.<BR>DISCUSSION : These results suggest that introduction of CT programs would be feasible to establish SC in urban areas, and that the price of 5,000 yen a month would be appropriate for creating the largest market size considering operational efficiency.

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