The Executives

Abstract

The concept of a yoga practice has been popularly accepted around the world because of its various health and wellness benefits, including stress relief, flexibility, strength and balance. The Theory of Behaviorism is used in this study to understand the perception towards yoga among those who have already been practicing yoga and those who have not tried the yoga practice. In this study, one hundred twenty participants were recruited in Parañaque. Analyses of the study of consumer perception toward yoga are based from the global constructs of the Behaviorism by John F. Watson (1913). These include the level of yoga awareness, its health benefits, intention to practice yoga, perceived value, preference and adaptability of yoga practice and motivational factors to do yoga over other wellknown fitness activities. Based on the study, people are already aware of yoga health benefits, and they are conscious of their own well-being and this health consciousness inspires them to become fit and healthy by losing weight through yoga as a fitness activity, although respondents are not keen enough to have enough time to attend a yoga session. The researcher recommends that marketing promotions to be done for yoga classes in the target community will have to deliver the key message of yoga as a weight loss program and the availability of yoga sessions right in the comfort of their own community.

Keywords: Consumers, yoga, fitness program, Parañaque, perception.