amr project bhargav 2003

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SYMBIOSIS INSTITUTE OF INTERNATIONALSYMBIOSIS INSTITUTE OF INTERNATIONAL

BUSINESSBUSINESS

Symbiosis Infotech Campus, Rajiv Gandhi Infotech Park, Hinjewadi,

Pune-411057

Prepared For: Prof. S.V. GodboleSymbiosis Institute of International Business, Pune

Prepared By: Bhargab Das

25876

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November-2009

Table of ContentsTable of Contents .................................................................................................. 2

Managerial Brief: ................................................................................................... 4

Importance of doing the project to the Project Manager in todays environment interms of decisions he is likely to take based on this project. ................................4

Objective:- ............................................................................................................ 5

Scope ..................................................................................................................... 5

Operational Definitions .......................................................................................... 6

Fitness ............................................................................................................... 6

Fitness activities : .............................................................................................. 6

Fitness Club: ....................................................................................................... 6

Factors influencing the respondents .................................................................. 6

Monthly Income .................................................................................................. 7

Monthly Expenditure .......................................................................................... 8

Respondent ........................................................................................................ 8

Pune City ............................................................................................................ 8

Exploratory studies proposed to be undertaken ....................................................8

Focus Group ....................................................................................................... 8

Secondary Data .................................................................................................. 9

Expert interview .............................................................................................. 9

Data Collection Design ........................................................................................ 10

Survey Technique ............................................................................................. 10

Classificatory Variables .................................................................................... 10

Data Variables .................................................................................................. 11

Questionnaire ................................................................................................... 14

Introductory Statement ................................................................................. 14

Classificatory Questions ................................................................................ 15

Data Collection Questions (Knowledge) .........................................................15

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Managerial Brief:Our client is a Marketing Manager of an organization who is interested in

establishing a fitness club in Pune.

Our manager wants to the various activities undertaken by Men/women

over 35 years of age and having a monthly income of at least Rs 25000/-

pm in keeping themselves fit

Importance of doing the project to the Project Manager

in todays environment in terms of decisions he is

likely to take based on this project.Fitness club business is becoming popular nowadays as more people are

becoming conscious about their health. Due to hectic work schedules,

work-related pressures and changing lifestyles, the health of people is

adversely affected. Stress, hypertension, heart disease, cancer and

obesity related diseases are becoming common

Due to lack of time, the tendency to indulge in junk food has increased

leading to various health disorders. Lack of physical activity and

sedentary lifestyles are some other reasons. There is hardly any physicalactivity involved in the workplace or at home due to mechanization.

People are realizing that exercise, proper nutrition and relaxation are the

keys to good health. As a result, the fitness club business is booming.

Some important facts about the health and fitness industry

in India :

The Health and fitness market in India is estimated at around Rs2900 crore.

It is growing at a compounded annual growth rate of 15 per cent.

Up market club in this category have a penetration of a mere 0.1per cent.

The average annual spend on health and fitness by individuals isapproximately Rs 2,600.

The spend break-up for men and women is 70:30, respectively

This research will help the manager to understand the various factors

taken into consideration by the target respondents before selecting afitness club.

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The manager will also get to know the amount of money respondents arewilling to pay for different services availed in the fitness club.

The project will also help manager to decide whether he should go for aunisex gym or gender specific gym.

Decisions that can be taken by the manager by the help of the research:-

What all services the fitness club should provide.

The different needs and wants of different age group

The different needs and wants of male/female respondents.

What should be the fee structure?

Source:

I.http://www.acefitness.org/media/media_display.aspx?

NewsID=277&DCMP=BAC-GetFit2008Trends

II.http://www.business-standard.com/india/news/kithealthfitness-industry-

in-india/349198/

III.http://www.fitnesshealthzone.com/?s=age&x=33&y=8

IV.http://searchwarp.com/swa546041-How-To-Pick-Your-Fitness-Gym.htm

Objective:-1. To find out the various activities undertaken by target respondents

in keeping themselves fit.

2. To determine the factors influencing the respondents to join afitness club.

3. To determine the monthly expenditure on fitness activities

Scope

For the purpose of this research, therespondents

would be: Men/women aged 35 years and above

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http://www.fitnesshealthzone.com/?s=age&x=33&y=8http://searchwarp.com/swa546041-How-To-Pick-Your-Fitness-Gym.htmhttp://www.fitnesshealthzone.com/?s=age&x=33&y=8http://searchwarp.com/swa546041-How-To-Pick-Your-Fitness-Gym.htm


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Residing within the municipal limits of Pune City

Having a monthly income of atleast Rs 25000/- pm.

Operational Definitions

Fitness

Perception of being physically and mentally fit.

Fitness activities :

Any activity performed by the respondents, which they think,will increase their fitness level. This inturn will give them the benefitof physical and/or mental well being.

Fitness Club:

A place where various fitness activities can be performed.

Factors influencing the respondents

i. The Reasons : Why the respondents want to join the fitness club-

for fitness ,for socializing, for business network, forpreventive/curative, weight loss/weight gain ,

Before marriage/after marriage

ii. The Place : The location or area of the fitness club

iii. The Timing : The part of the day when the activities can be

performed

(Morning, evening, afternoon, night)

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iv. The Duration: The time period for which the activity can be

performed.

v. The Frequency per week: number of days the fitness club can be

used.

vi. Facilities The facilities could be:

a. Cardio Vascular Training

b. Strength Training

c. Yoga/Meditation

d. Swimming

e. Equipments

f. Personal Trainer

g. Massage

h. Spa/ Steam bath /sauna

i. Recreational activities

j. Health bars(juice /salad bars)

k. Pilates

l. Group activities like BodyPump , group dance , kick boxing

m. Ambiance

n. Music

o. Air conditioning

vii. Under Guidance or without Guidance

Guidance- Activities performed under the guidance of Fitness trainer

Without Guidance- Activities performed without the guidance of

Fitness trainer.

Monthly Income

The amount of money earned by individual in a month.

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Monthly Expenditure

The amount of money spent by the respondent on various facilities

availed

Respondent

Men and Women

Aged above 35 years

Living in Pune

Having a monthly income of at least Rs 25000/-

Pune City

The area under Pune Municipal Corporation (PMC).

Exploratory studies proposed to be undertaken

Focus Group

The main purpose of conducting the focus group is to gain an insight

about the topic and to design the questionnaire. It will help to find out the

various factors which influence the selected group of people to join a

fitness club, their expectation from the fitness club, their usage and their

expenditure .

It is proposed to conduct four focus groups.

(i) The first two groups will consist of 8-10 men and 8-10 women above

35 years of age who are involved in some kind of physical

activity to keep them fit, why they think these activities will keep

them fit. The group will have equal representation from the three

age groups i.e. 35-45 years, 45-60 years and above 60 years.

This will help to gain a fair idea about the characteristics of the

respondents for the research. The main agenda for the

discussion will be why they have not ever joined a fitness club.

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(ii)The second two groups will consist of 8-10 men and 8-10 women

above 35 years of age who are involved in some kind of physical

activity in a fitness club or had earlier used a fitness club to

keep them fit. Again the group will have equal representation

from the three age groups i.e. 35-45 years, 45-60 years andabove 60 years. The main agenda for the discussion will be to

know the expectation of the user of fitness club from it ,have

their expectations actually met, what other facilities they want to

be included in the club.

The discussions would last for about an hour each and would

involve active interaction from the moderator to get the relevant

information in the short span of time.

Secondary Data

Secondary data will be collected for from all possible sources such

as internet websites, case studies, related articles, industry

publications and other research projects undertaken on the same

subject. It help in gaining further insights into the research by

comparing the findings with the previous researches, as well as help

in establishing the data needs thatll ultimately lead to the

questionnaire formulation.

Expert interview

Expert interview will be conducted with someone from the fitness

industry to know what is actually happening in the market. Mr.

Manoj Chandrakant Dhawade, Head Operations, Golds Gym, Aundh

and Vihang Iskande,Manager-Shift & Counselor

Gold's Gym Aundh was contacted. The questions asked were:

What is the approximate percentage of clients in your gym above

35 years?

What is the approximate male female ratio in that age group?

What time they usually come to the gym?

What all facilities they mainly avail?

What's the time duration for their activity?

What is the main objective of these group to join the gym?

What are the expectations of this group from the gym?Do you have any special fitness program for this group?

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Occupation of these age group Males and females

Data Collection Design

Survey Technique

The survey method proposed for this research is Mall Intercept

Interview . This survey method is selected because of the high

flexibility of data collection ,diversity of questions and high

response rate

Data Collection Format

Classificatory Variables

1. Age

35-45 years45-55 years

Above 55 years

Secondary Data:

(i) Retired people typically have greater discretionary moneybut have a tendency to spend it wisely. Health and fitnessprofessionals can take advantage of the growing population ofretired individuals by providing age-appropriateexercise programs.

(ii) Those in the age group of 35-45 account for about 40% of the

fitness market.Source :http://www.informz.net/acsm/data/images/worldwidetrends.pdf

2. Gender

Male

Female

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There is a huge difference in the reasons for joining a fitness

club and the expectations from it between Male and Female

and also it changes with age .

Source: http://www.absfitness.in/Html/AbsForHer.htm

Data Variables

1. With reference to the first objective, the information needs

are:

Activities performed

Place

Fitness club

Reasons for doing activities

Duration

Frequency

Timings

Example (i): What kind of activity you perform to keep yourself fit?

Multiple choice and open ended (No probe, no prompt)

Fitness Club

Sports

Yoga

Jogging

Workout at home

If any other, please specify ___________

If Yes for above question

Example (ii): Where do you perform physical activities?


Fitness Club

Home

ParkIf any other, please specify ___________

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Example (iii): Have you ever joined any fitness club ?

Dichotomous Question

Yes/ No

Example (iv): Why do you perform physical activities?


To be fit

Medical reasons

Recreation

If any other, please specify ___________

Example (v): Do you think joining a fitness club will help you to

become more fit?

Five Point Likert Scale: Strongly Agree, Agree, Neutral,

Disagree, Strongly Disagree

Example (vi): How long do you perform physical activities?

Close ended, multiple choice

Below 30 mins

30- 60 mins

60 90 mins

90 mins and above

Example (vii): In a week, how frequently do you perform physicalactivities?


Less than once

Between 1 to 3 times

More than 3 times

Example (viii): When do you perform physical activities?


Morning

Evening

Afternoon

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Whenever get time

2. With reference to the second objective, the information

needs are

a. Reasons of joining a fitness club

b. Benefits Expected

Example (i): Do you want to join a fitness club ?

multiple choice

Yes

No

Never thought

Example (ii): what all facilities you look for in a fitness club?


Good Trainers

Sophisticated Equipments

Cardio Vascular Training

Strength Training

If any other, please specify __________

Example (iii): How frequently do you go to the fitness club?Close ended, multiple choice

Every Day

Often

Sometimes

Rarely

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3. With reference to the third objective, the information needs

are:

a. Monthly income

b. Monthly expenditure on fitness

Example (i): In a typical Month, what is your expenditure on fitness

club.


Less than Rs. 1000

Rs. 1000 Rs. 3000

More than Rs. 3000

The information will be collected using a non disguised questionnaireformat. The purpose of the survey shall be communicated to therespondents. The questionnaire will be divided in the following parts:

1. Introductory Statement2. Classificatory Questions3. Data Collection Questions (Attitude and Knowledge)

The questionnaire will start with multiple choice questions, which willbe followed by some memory taxing questions. Then attitude andsensitive questions will follow.

Questionnaire

Introductory Statement

Good Morning/Afternoon/Evening Sir/Madam,I am pursuing MBA from Symbiosis Institute of International Business. We areconducting a market research on the fitness activities being undertaken bythe residents of Pune.

I would really appreciate if you could spare about ten minutes to answer afew questions that we have?

This research will help us in our academics and also in gaining practicalexperience of marketing research.

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Classificatory Questions

1. Name of the respondent:Gender:Email Id (If Any):

2. Which age category do you fall into?

a. 35-45 yrsb. 45-55 yrsc. 55 yrs and above

Justification (Questions 2-3): These questions are the classificatoryneeds. The information will help the manager to know his target marketbetter which will further help him to decide if he should go for a unisexfitness centre or a gender specific fitness centre.

Data Collection Questions (Knowledge)

1. What kind of activity do you perform to keep yourself fit?

a. Fitness Club

b. Sports

c. Yoga

d. Jogging

e. Workout at homef. If any other, please specify ___________

Justification: This question is asked to introduce the subject to therespondent and also to know the various activities being performed by therespondent.

If Yes for above question

2. Where do you perform physical activities?

a. Fitness Clubb. Home

c. Park

d. If any other, please specify ___________

Justification: This question is asked to know the percentage ofrespondents availing Fitness club facilities.

3. Why do you perform physical activities?a. To be fit

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b. Medical reasons

c. Recreation

d. If any other, please specify ___________

Justification: This question is asked to know the reason behindperforming fitness activities. This will help the manager to decide upon thefacilities which he should include in his fitness centre.

4. How long do you perform physical activities?

a. Below 30 mins

b. 30- 60 mins

c. 60 90 mins

d. 90 mins and above

5. In a week, how frequently do you perform physical activities?

a. Less than once

b. Between 1 to 3 times

c. More than 3 times

Justification(Questions 4 -5): This question is asked to know the howmuch time the respondents spend on fitness club.

6. When do you perform physical activities?

a. Morning

b. Evening

c. Afternoon

d. Whenever get time

7. Do you think joining a fitness club will help you to become morefit?

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree

8. Do you want to join a fitness club ?

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a. Yes

b. No

c. Never thought

9. What all facilities you will look for in a fitness club?

a. Good Trainers

b. Sophisticated Equipments

c. Cardio Vascular Training

d. Strength Training

e. If any other, please specify __________

10. In a typical Month, what is your expenditure on fitness club.

a. Less than Rs. 1000

b. Rs. 1000 Rs. 3000

c. More than Rs. 3000

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amr project bhargav 2003

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