Fitbit Social Factors

One element of a consumer purchase decision is their taste where consumers have the option to decide if a product is suitable for their needs. A key element in understanding consumer taste is the awareness of consumer demand. If consumers consider a product unsuitable for their needs, there will be no demand and, conversely, demand is generated when consumers want specific products or services. An additional element in matching consumer taste is to create a product that meets the demand. In particular, Fitbit developed products specifically to appeal to consumers who desire to achieve greater health and fitness (Fitbit, 2016a). These devices help users achieve greater self-realization in the pursuit of their fitness, wellness, and health

Particular to marketing, a consumer can function as a parent, employee, or student in one role, yet function as a healthy walker or runner in another role. One example of social factors relating to consumers is that greater than thirty percent of U.S. adults are obese (Center for Disease Control and Prevention, 2015). Influenced by unhealthy eating and exercise lifestyles can lead to a person being overweight or obese. Sedentary lifestyles and obesity lead to various health problems and higher medical costs. However, a mix of influences such as a healthy diet and exercise behavioral changes can help prevent overweight and obesity (National Institute of Diabetes and Digestive and Kidney Disease,

Responding to cultural trends to decrease the overweight and obesity, Fitbit seeks a greater social impact to shape future lifestyles. It is evident that elements of Fitbit’s marketing strategy incorporate wearable technology to influence social and individual behaviors (Kamin & Anker, 2014). Accordingly, Fitbit products attract consumers that want to change their physical and health behaviors by changing their personal norms. Furthermore, Fitbit is attractive to technology users who use activity logs or desire to track personal biometrics and performance progression. Fitbit also appeals to subcultural groups with a shared desire for togetherness and fitness with Fitbit communities in large cities. To develop greater cultural influence, business management can use Fitbit technologies as an element of employer wellness programs to change employee behaviors to foster increased productivity and health (Palladino, 2015). This affords businesses an opportunity to incentivize employee health with the wearable technology to track individual biometrics without compromising personal information (Palladino,