Gymnasium's membership report of Punjab University student

The 2015 Gymnasium’s membership University of the Punjab Lahore

Institute of Business Administration (IBA) P a g e | 1

Conceptualizing of why people buy

Gym membership in Emerging Markets:

An Empirical Analysis on University of

the Punjab

Institute of Business Administration, University of the Punjab, Lahore,

Pakistan

Hafiz Dabeer 005

Ali Hamza 012

Hassan Habib 015

Amina Tahir 023

Rukhsar Shahzadi 029

Muhammad Usman 047

Saima Manzoor 048

Hafiz Zubair 054

BBA (Afternoon) 2013-2017



1. Abstract:

This research examines relationship between factors that affect the buying behavior of

gymnasium membership of consumers. Gym consumerism refers to recycling, purchasing and

using environment friendly equipment’s that make their body fit and healthy. The research

focuses on influence of four major independent variables derived from literature including

motives, choice criteria, usage behavior and satisfaction on the dependent variable buying

behavioral intention of gymnasium’s membership of the students of University of the Punjab in

Pakistan. The statistical analysis of the data reflects that Motives, Usage Behavior, Choice

Criteria, Satisfaction do influence Gym Membership Buying Behavior Intention of consumer.

1.1. Key words:

Motives, choice criteria, usage behavior, satisfaction, behavioral intention, Gymnasium’s

membership.



2. Table of Contents:

1. Abstract: ................................................................................................................................. 2

1.1. Key words: ...................................................................................................................... 2

2. Table of Contents: .................................................................................................................. 3

3. Table of Figures: .................................................................................................................... 6

4. Introduction: ........................................................................................................................... 7

4.1. Introduction / Purpose: ................................................................................................... 7

4.2. Background of the Study: ............................................................................................... 8

4.3. Problem Formulation: ................................................................................................... 11

4.4. Problem statement: ....................................................................................................... 11

Significance of the Study (Aims):........................................................................................ 12

6. Theoretical framework: ........................................................................................................ 12

7. Research objectives:............................................................................................................. 13

7.1. Specific objectives: ....................................................................................................... 13

8. Literature Review: ............................................................................................................... 13

8.1. Introduction: ................................................................................................................. 13

8.2. Gym Membership Buying Behavior Intention: ............................................................ 16

8.2.1. Writing Review and Research Hypotheses: ............................................... 16

8.2.2. The impact of gym users’ perceived value of fitness centers: .................... 18

8.2.3. Types of customers of fitness centres and their profile: ............................. 19

8.2.4. Types of Gym membership according to their behavior: ........................... 22



8.2.5. Membership Rules: ..................................................................................... 22

8.2.6. Behavioral intentions: ................................................................................. 25

8.3. Motives: ........................................................................................................................ 26

8.3.1. Motives to become a member of a fitness center: ...................................... 28

8.4. Choice Criteria .............................................................................................................. 29

8.4.1. Self-Criteria: ............................................................................................... 29

8.4.2. Provide material resources: ........................................................................ 29

8.4.3. Scientific and Social Criteria: ..................................................................... 29

8.4.4. The contribution of research to the advancement of knowledge: ............... 30

8.4.5. Disseminate the results of the study: .......................................................... 30

8.4.6. The formulation of the problem and questions:.......................................... 30

8.4.7. Criteria for the formulation problem: ......................................................... 30

8.4.8. Criteria for evaluating the problem: ........................................................... 31

8.4.9. Fitness center choice criteria: ..................................................................... 31

8.5. Usage Behavior: ........................................................................................................... 31

8.5.1. Considerations for fitness tech design: ....................................................... 32

8.5.2. Usage behavior in the center: ..................................................................... 34

8.6. Customer Satisfaction: .................................................................................................. 35

8.6.1. Factors affecting satisfaction in the fitness center: ..................................... 38

9. Research questions and Hypothesis: .................................................................................... 38

9.1. Main research question: ................................................................................................ 38

9.2. Research Hypotheses: ................................................................................................... 39



10. Methodology: ....................................................................................................................... 39

10.1. Research Methodology: ................................................................................................ 41

10.1.1. Introduction: ............................................................................................. 41

10.1.2. Research Design: ...................................................................................... 42

10.2. Population/Sample: ....................................................................................................... 45

10.3. Strategy of Inquiry: ....................................................................................................... 45

10.4. Measurement of Questions: .......................................................................................... 46

10.5. Important Tasks by Respondents: ................................................................................ 47

10.6. Problems and Error in Survey: ..................................................................................... 47

11. Data Analysis: ...................................................................................................................... 48

11.1. Validity and Reliability: ............................................................................................... 48

11.1.1. Reliability Statistics: ................................................................................. 50

11.2. Analysis Procedure: ...................................................................................................... 50

11.2.1. Demographics: .......................................................................................... 50

11.2.2. Qualification of the Students: ................................................................... 51

11.2.3. Gym Members: ......................................................................................... 52

11.2.4. Analysis and Results: ............................................................................... 52

11.3. Pearson Correlation: ..................................................................................................... 53

11.4. Multiple Regressions: ................................................................................................... 55

11.4.1. Model Summary: ...................................................................................... 55

11.4.2. ANOVA (Analysis of the variances): ....................................................... 56

11.4.3. Coefficients: ............................................................................................. 56



11.5. One Sample Test: ......................................................................................................... 58

12. Conclusion and Recommendations: ..................................................................................... 59

12.1. Conclusion: ................................................................................................................... 59

12.2. Suggestions and Recommendations: ............................................................................ 60

12.3. Limitations and directions for further research: ........................................................... 62

13. References: ........................................................................................................................... 63

3. Table of Figures:

Table 1 Questionnaire ................................................................................................... 49

Table 2 Reliability ........................................................................................................ 50

Table 3 Gender .............................................................................................................. 50

Table 4 Age ................................................................................................................... 51

Table 5 Education.......................................................................................................... 51

Table 6 Gym Member ................................................................................................... 52

Table 7 Descriptive Statistics ........................................................................................ 52

Table 8 Correlation........................................................................................................ 53

Table 9 Model Summary ............................................................................................... 55

Table 10 ANOVA ......................................................................................................... 56

Table 11 Coefficients .................................................................................................... 56

Table 12 One-Sample Test ............................................................................................ 58



4. Introduction:

Gym consumerism refers to recycling, purchasing and using environment friendly

equipment’s that make their body fit and healthy. Such decisions include do not use high power

supplements, using own power to build their body, buying and eating locally grown vegetables

and fruits. More and more equipment’s are using in the gymnasiums, either out of their interest

in using equipment’s or saving the time.

Regular physical activity is essential for good health and wellbeing, bringing about a

range of physical, social and mental health benefits that are important for both the individual and

society. As people become more aware of these rewards, the prevalence of people going to the

gym (also known as fitness centres or health clubs) is rising, with over a hundred new facilities

opening in the Pakistan in 2013 alone, and with memberships rising to 12.6% of the Pakistan

population. Although users’ behaviors and needs regarding mobile fitness technology have been

investigated, there is little research on technology use at the gym and many studies use self-

reported and retrospective data independent of the context of use (e.g. As behavioral insights are

obtained after the interactions occur and independent of their context, it is argued that such

methods do not elicit comprehensive information about the actual behavior as it happens in the

real world (O’Kane, 2015).

4.1. Introduction / Purpose:

Knowing your customers and being able to provide what satisfies them is a critical issue

for today’s service providers and at the core of today’s marketing paradigm. Knowledge of

consumer behavior helps in effective segmentation and in creating successful service offers.

However, consumer behavior varies across industries and is considered to be multidimensional

(Zeithaml, 1996).

Many researchers have investigated the effect of various factors, such as service quality;

customer satisfaction; perceived service value, and cost of services on consumer behavior in



different industries including banks; fast-foods; dry cleaning; athletic services; entertainment;

thematic parks, and health institutes (Wang, 2008).

In athletic services, research has focused on service quality and customer satisfaction

dimensions and how these affect current and potential behavioral intentions (Afthinos, 2005).

In fitness centers, Papadopoulos et al. (2004) conclude that there is a strong relationship

between all service quality dimensions and positive word-of-mouth communications of

customers whereas (Afthinos, 2005) find that demographic factors such as gender affect

perceived service quality customer expectations of services, and therefore influence consumer

behavior. Furthermore, (Wang, 2008) seek to analyses consumer behavior in fitness centres and

conclude that most customers belong to the 18-35 και 36-55 age categories although mature

customers are increasing rapidly. Also, they find that customers tend to be more educated and the

% of students is increasing. Major customer motives for becoming members in a fitness center

include training and staying fit as well as losing weight. Moreover, customers choose fitness

center based on criteria such as cost; quality of environment; building, and equipment; group

exercise program content, and quality of instructors. Although this study provides some deeper

insights regarding the way consumers behave in fitness centres, there is a need to analyses further

this behavior. Therefore, the objective of this study is to analyze consumer behavior in fitness

centres. In detail, we aim to study consumers’ profile (demographic and psychographic); their

motives for becoming members in a fitness center; the selection criteria they use; their usage

behavior in the fitness center; the factors that affect their satisfaction from the fitness Centre, and

their future behavioral intentions regarding the fitness center.

4.2. Background of the Study:

Exercise is well studied in the domains of sports psychology and behavior change. The

concepts behind some persuasive technologies to support physical activity are loosely based on

health behavior change theories, featuring elements of social support, motivation and self



efficacy. Motivation is a key feature in exercise behavior and can account for individual

differences in behaviors inspiring people to engage in exercise. Intrinsic motivation is described

as performing a behavior for its own sake; exercising for the enjoyment of the experience. It has

been shown that performance feedback and having a personal choice of the type of music to listen

to influences situational motivation. On the other hand, extrinsic motivation is doing something

as a means to an end as opposed to for its own sake, for instance exercising for the purpose of

rewards such as achieving a weight loss target. It has been found that tracking one’s activity is

beneficial for fitness behavior change. Setting goals for oneself is also a well-known strategy that

has been shown to contribute towards behavior change for fitness activity. The design of many

mobile fitness applications revolves around activity tracking and goal setting with the aim of

increasing user’s physical activity. As well as the influence of individual personal goals on

motivation, research has also demonstrated the motivational effects of external stimulation during

physical activity. Engaging in technology for entertainment such as watching TV and listening

to music has been discovered to have positive psychological and physiological effects on exercise

performance. In a review, Karagoris and Priest summarized that during repetitive, endurance-

related anaerobic activities, listening to self-selected motivational music demonstrated

performance enhancing effects (e.g. an increase in stamina). Music was found to reduce

perceptions of exertion; it is hypothesized that this may be due to the ‘dissociation’ effect in

which music distracts attention away from the pain associated with the exercise. Another way in

which music has been shown to increase performance is through the characteristics of

synchronous music, whereby the rhythm moderates movement patterns (O’Kane, 2015).

The fitness industry is made up of around 300-360 club operators within New Zealand1.

The types of businesses that make up the fitness industry include large standalone clubs,

franchises, large club chains, council gyms, university recreation centres, community clubs,

women only clubs, working men’s clubs and corporate clubs. It is estimated that around 8-9% of



New Zealanders hold a gym membership at any one time.

Fitness centres offer a wide range of solutions to members, some of which include weight

loss, muscle toning, cardiovascular fitness, stress management, and injury

prevention/rehabilitation.

Fitness center services can include, cardio equipment (treadmills, cross-trainers, etc.),

weight machines, a free weights area, group fitness workouts, resistance training aids, and access

to supplementary fitness aids such as Swiss balls, medicine balls, boxing equipment etc. and

personal training options. Toilet and shower facilities are an essential part of most fitness centres.

Most fitness centres offer a flexible workout timetable and so operate outside of the

traditional workday hours –operating an extended workday anywhere from 12 hours a day to 24

hours a day 7 days a week.

Fitness centres can have an impact on the environment in a number of ways including:

• energy consumed by, powered equipment; embodied in the materials used in gym

equipment, fitness center fit out, or consumables used; and operational consumption

(i.e. use of air conditioning, heating systems and lighting);

• Air and water quality; cleaning chemicals, particularly disinfectants, can have a

detrimental effect on water quality in the environment and can emit volatile organic

compounds (VOCs) which can have a negative effect on indoor air quality and cause

respiratory problems. In the USA, cleaning products are reported as responsible for

approximately 8% of nonvehicle emissions of VOCs2 and the US Environmental

Protection Agency reports common organic pollutants to be 2-5 times higher indoors

than outdoors in both rural and industrial areas3; and

The types of materials used in the fit out of fitness centres and in the production

of gym equipment can also place a significant burden on the environment. The

most important impacts are related to sourcing and producing the materials that



are used in the fit out or to manufacture gym equipment. Any hazardous

substances used in manufacturing can also become incorporated in these materials

and can result in discharges from the finished product which can have adverse

effects on human health during use (for example heavy metal use in electronics).

Fitness centres have the opportunity to contribute positively by careful and considered

procurement policies of equipment, cleaning exercise Motivation Inventory calls, consumables

and services and by actively participating in energy and water conservation reviews and

processes.

4.3. Problem Formulation:

Many latest reports show that the demand for fitness center’s products is increasing day

by day. Understanding people concern about fitness and their behavior is important not only for

academics but also for the manufacturers and marketers of the fitness centres. If consumers are

health conscious and having buying behavior of gym membership then it became necessary for

profit seeking organizations to apply the concept of gymnasium in their operations Thus to

understand the behavior of consumers in a country regarding health, a good starting point is to

see how people in a country view fitness problems and how their views effect their behavior

related to their purchases a gym membership.

4.4. Problem statement:

To examine the impact of buying behavior of gym membership of the students of a

University of the Punjab in Pakistan by examining five variables which are:-

Motives

Choice Criteria

Usage Behavior

Satisfaction

Behavior Intention



Significance of the Study (Aims):

This study is useful for businesses and marketers because it provides insight about gym

membership buying behavior of the students of University of the Punjab market potentials and

help them to target gym consumers. It contributes to the following areas:

a) Increasing awareness about the factors that can affect the joining behavior of gym

membership.

b) Provide assistance to businesses to increase understanding of the gymnasium market

potential and increase their market share

c) Provide assistance to increase the understanding of the purchase behavior of fitness and

environment conscious consumers.

6. Theoretical framework:

This study explore the relationship between gymnasium’s membership of students which

is taken as a dependent variable and motives, choice criteria, usage behavior, satisfaction and

behavioral intention as independent variables.



7. Research objectives:

The aim of this study is to look at the factors that will affect the behavior intention of

students.

7.1. Specific objectives:

Following are the specific objectives:

That Motives affects consumer gym Membership Buying Behavior Intention.

That Usage Behavior affects consumer gym Membership Buying Behavior Intention.

That Choice Criteria affects consumer gym Membership Buying Behavior Intention.

That satisfaction affects consumer gym Membership Buying Behavior Intention.

8. Literature Review:

8.1. Introduction:

Gym consumerism refers to recycling, purchasing and using environment friendly

equipment’s that make their body fit and healthy. Such decisions include do not use high power

supplements, using own power to build their body, buying and eating locally grown vegetables

and fruits. More and more equipment’s are using in the gymnasiums, either out of their interest

in using equipment’s or saving the time.

‘Going to the gym’ can be perceived as a singular activity in a box; people going in,

exercising and coming out. However, the findings of this situated exploratory study show that

this is not the case; the gym is a complex and dynamic environment. This includes variety in the

physicality of exercises, the physical design, and the facilities as well as how an exercise changes

over its course. The most dominant factor is the difference in types of exercise performed in the

gym influencing the use and nonuse of digital technology: exercises are inherently different in

the way that they are performed and what they demand from the individual. For example, the

physicality of the context of exercising at the gym meant a participant was looking for distraction



on their smartphones during the ‘dead time’ between reps or when they were bored on the

treadmill, but were very frustrated by any disruption when they were concentrating on form or

particularly when counting reps on non-digital resistance machines. Across the data set, exercise

was found to influence the occupation of physical space, the physical equipment and how people

were feeling in the moment, and therefore influenced the technologies available and participants’

use and non-use of technology. Beyond the complexity of the environment, we found that the

people who go to the gym can have very different technology needs. There are many available

technology choices in the gym and participants used and adopted them in different ways. This

variety in use was related to participants’ motivations for exercise, their health goals, how they

valued exercise, their individual preferences towards certain technologies, and simply their

personal taste. For example, intrinsic motivation to exercise meant that participants monitored

in-the-moment heart rate information or avoided technology altogether to achieve a sense of

‘flow’, but extrinsic motivation meant that other participants actively avoided low performance

values on a Fuel band or prioritized watching TV on their phone for distraction and therefore did

not use resistance machines. With regards to fitness technologies, we found there were

differences in the way that individuals used the activity tracking technology, in line with Rooks

by et al. Rather than independently determining behavior, the complexity of the environment and

the complexity of individual differences are intertwined in how they influence the use and non-

use of technology in the gym. Non-use has been gaining attention in the HCI domain in recent

years. Satchell and Dourish talk about different types of non-use of technology such as active

resistance, disenchantment, and disinterest, but these categories do not cover the non-use that we

found among the fitness informatics adopting participants. Our participants opted in and opted

out of using technology based on the type of exercise they were doing, the physical space afforded

near that exercise, and the point they were at in a particular exercise. This opting in and opting

out of technology use was also closely linked to people’s individual differences, particularly their



values, motivations, and preferences. This study took a step towards expanding our understanding

of the influence that context of use can have on the rhythms/routines of the gym visit and

rhythms/routines of technology use. However, even with this targeted scope, it did not access the

complete complexity of the gym context. This study involved a limited amount of participants,

focused on working out alone at the gym and participants may have been influenced by the

presence of a researcher observing them, which influence its representativeness. If the study

involved the recruitment of participants who come to the gym to exercise with a partner (or ‘gym

buddy’) or observed people in group classes, it might have uncovered factors relating to how the

social context influences fitness technology use. Features such as sensors and pedometers are

being added to smartwatches under the assumption that this is what people want and are able to

use throughout different settings, including during exercise. In reality, a large number of people

choose the gym as their regular source of physical activity, and this context influences what

people want to use and what they can actually use. We found that if participants want to use some

of these features, they choose to alter the way they exercise, for example where a participant with

a wrist Fitbit did not use the handlebars on the elliptical and felt unbalanced while gaining

pedometer information. Similarly, people can opt out of features of the technology entirely if it

does not fit into their exercise preferences, as was the case where text notifications were disabled

on the Samsung Gear Fit to prevent disruption. This research has particular relevance to the

growing trend for wearable technologies, especially those geared towards fitness, such as the

Samsung Gear Fit or Apple Watch. The use of these increasingly popular technologies has not

been comprehensively explored in the context of everyday life, and much work still needs to be

completed focusing on how different aspects of people’s lives influence use and nonuse, and how

the use of the technology in turn influences people’s lives. By using a situated approach, the

current study reveals use and non-use tensions that arise for fitness technologies that may be used

in the gym, as it is a complex space and individual differences are wide-ranging. We should be



wary of context-independent design and research of wearable technologies that are meant to be

useful in all environments, including in and outside of the gym and in conjunction with the use

of a variety of other technology. Wearable technology is inherently mobile and therefore its use

is influenced by the unfolding and dynamic context in which it is used, as well as the individual

using it. As such, a situated approach to design and ‘in the wild’ evaluation would allow for the

investigation of contextual factors that influence the various uses and non-uses of these emerging

technologies.

“I try not to think about what I am doing so I watch TV on my phone. Distraction is my

key. When I cannot use my phone I have to concentrate on it and I feel every second of it”

(Juliette, observation and dialogue).

(Referring to the machine display and music) “Having something else to concentrate on

takes my mind away from pain and tiredness” (Andy, interview) “I try not to think about what I

am doing so I watch TV on my phone. Distraction is my key. When I cannot use my phone I have

to concentrate on it and I feel every second of it” (Juliette, observation and dialogue).

“I think exercise should be a time to get away from unnecessary technology and

distractions and just focus on exercising and being in the zone, that’s why I don’t even bring my

phone with me” (Kevin, interview).

“When I am too busy to exercise as much, I don’t wear the Fuel band. I don’t like to see

that I have not reached my goal so would rather not wear it at all on some days” (Harry, interview)

8.2. Gym Membership Buying Behavior Intention:

8.2.1. Writing Review and Research Hypotheses:

It is essential to comprehend where client worth fits in the chain of customer recognitions

as distinctive variables add to pre and post buy esteem recognitions (Sweeney 2003). His study

concentrates on post-buy client impression of worth. This is on the domains that the quality of an

exercise center enrollment may not be totally shaped by the client before beginning a wellness



program particularly since the exercise center part needs to experience the administration and see

the outcomes of their work out schedule to completely admire the estimation of the

administration.

To compress, this study tests the accompanying theories:

Ha: The apparent useful estimation of wellness focuses has a positive effect on the nature of

Life view of exercise center individuals/clients. Hob: The apparent money related

estimation of wellness focuses has a positive effect on the nature of life view of exercise center

individuals/clients. Ch.: The apparent enthusiastic estimation of wellness focuses has a positive

effect on the nature of life impression of rec center individuals/clients. Had: The apparent social

estimation of wellness focuses has a positive effect on the personal satisfaction impression of rec

center individuals/clients. He: The apparent social collaboration estimation of wellness focuses

has a positive effect on the personal satisfaction view of rec center individuals/clients. Definition:

Behavioral intention (BI) is characterized as a man's person's perceived probability or

"subjective likelihood that he or she will participate in a given conduct" (Committee on

Communication for Behavior Change in the 21st Century, 2002, p. 31).BI is conduct particular

and operationalized by direct inquiries, for example, "I mean to [behavior]," with Liker scale

reaction decisions to measure relative quality of goal. Expectation has been spoken to in

estimation by different equivalent words (e.g., "I plan to [behavior]") and is particular from

comparable ideas, for example, yearning and self-forecast (Arbitrage & Conner, 2001). Janzen

(1991) contended that BI reflects how hard a man is willing to attempt, and how persuaded he or

she is, to perform the conduct .In principle in which is it included, BI is the most proximate

indicator of conduct (Janzen, 1991), and conduct is eventually the variable that most wellbeing

correspondence mediations expect to impact.

Two primary speculations utilized as a part of wellbeing correspondence that incorporate

BI are the Theory of Reasoned Action (TRA) (Fishbone & Janzen, 1975) and the Theory of



Planned Behavior (TPB) (Janzen, 1991).

Knowing your customer and satisfying their needs is at the core of today’s marketing

paradigm. However, consumer behavior varies across industries and is considered to be multi-

dimensional (Zenithal et al., 1996). many researchers have investigated the effect of perceived

service value or cost of services , on consumer behavior in different industries including banks;

fast food ; dry cleaning ; athletic service and health institutes ( e.g. Binge et al .,2005) in fitness

centers, we conclude that there is strong relationship between all service quality dimensions and

positive word of mouth communications whereas Fashions et al ., (2005) find that demographic

factors such as gender effect perceived service quality expectations and therefore influence

consumer behavior .finally, only Wang et el (2008) analyses consumer behavior in fitness center

and how it has changed in recent years

8.2.2. The impact of gym users’ perceived value of fitness centers:

In behavioral aims, we must note that the most vital aim is verbal correspondence. Most

respondents are willing to give positive informal exchange to their wellness focus and are very

dedicated to their supplier regarding buy goals now and later on. Likewise, most respondents are

not exceptionally value delicate and their whining expectations are low (see table 5 for means for

every sort of behavioral aims). The effect of exercise center clients' apparent estimation of

wellness focuses on their personal satisfaction recognitions (Ouschan, 2009).

Results show that respondents are 61% women and 39% men, most of them (45%) belong

to the 24-35 age category whereas 32 are from 36-50 years old. Almost half of the sample has a

bachelor’s degree (43%). The majority of respondents are not married (62%) and their income

level is mostly (43%) between €1000-2000. Respondents are employed as private employees

(40%), civil servants (26%), or free professionals (19%). Also, there are a lot of students members

of fitness centres (10%) (Ouschan, 2009).



8.2.3. Types of customers of fitness centres and their profile:

Name Sports-savvy

consumer

Health-

oriented

consumer

Athletic

consumer

Pressured

consumer

Characteristics Like to wear

athletic

clothing Read

sports media

Keep informed

of fitness trends

Follow an

athletic way of

life Have been

involved in

sports as

amateurs

/professionals

Have a specific

diet Often

follow diets

Have a healthy

lifestyle

View exercise

as fun

Consider

exercise as a

way of life

Devote their

free time to

other forms of

exercise (e.g.

cycling,

swimming).

Are bored in

gym Visit gym

because their

doctor says so

Perceive the

gym as a

necessary evil

Demographics Men & women;

23-35 years old

have bachelor’s

degree not

married work in

private sector

Women mostly

36-50 & 23-35

y. old have

bachelor’s

degree private

employees/civil

Men & women

23-50 years

old have

bachelor’s

degree

married; work

Women mostly;

36 – 50 y. old,

high school

graduates work

as private

employees, civil



medium/low

income

servants

medium/low

income

in private

sector & as

freelancers.

servants &

freelancers

medium/low

income

Motives Enhance fitness

state Increase

body mass

Control body

weight

Enhance fitness

state

Enhance

fitness state

Relaxation /

stress

Reduction

Health reasons

Control body

weight

Selection

criteria

Quality of

environment –

modern

Equipment

Value for

money aspects

of offer

Quality of

environment –

modern

Equipment

Supplementary

benefits

Quality of

environment–

modern

equipment

Supplementary

benefits

Value for

money aspects

of offer; Quality

of environment

– modern

equipment

Behavior in

the center

Mostly use

aerobic

equipment &

weights, and

sometimes do

group exercise

classes for 1.5

Mostly use

aerobic

equipment and

prefer group

exercise

classes; follow

trainers’

They do

anything

depending on

their mood, for

1.5 to 2 hours.

Mostly use

aerobic

equipment and

anything else

depending on

the mood for

about 1hour.



to 2 hours / visit instructions &

use gym 1

to1.5h

Factors

affecting

Customer

satisfaction

Quality of

environment –

modern

equipment

Quality -

professionalism

of personnel

Quality of

environment –

modern

Equipment

Quality -

professionalism

of personnel.

Quality of

environment -

modern

equipment,

Security,

reliability &

organization

Economic

factors Security,

reliability &

organization

Behavioral

intentions

Positive word

of mouth

communication

(w-o-m comm.)

Rarely

complain Not

sensitive to

price

Committed to

supplier

Positive w-o-m

comm. May

complain

occasionally

for

temperature,

cleanliness,

space

Availability

Price sensitive

Likely to

switch in future

Positive w-o-

m comma

Rarely

complain. Not

sensitive to

price

Committed to

supplier

Negative w-o-m

comm. Often

complain for

trainers’

professionalism;

temperature;

cleanliness;

space

availability

Price sensitive

Likely to switch

in future



(Fitness) Found the following that Gym membership should be based on following types:

8.2.4. Types of Gym membership according to their behavior:

8.2.4.1. Individual Membership:

Access to all facilities 7 days a week with no restrictions and the

option to pay either monthly or annually

8.2.4.2. Over 55 Membership:

For people aged 55 and over. Proof of age required.

8.2.4.3. Youth Membership:

Discounted membership for 15 - 17 year olds. Proof of age required.

8.2.4.4. Student Membership:

Discounted membership for full time students. Proof of student status

required.

8.2.4.5. Family Membership:

For families comprising 2 adults and 1-3 children aged from 0-14.

8.2.5. Membership Rules:

Sport Centre Terms and Conditions

All Sports Centre members must comply with the Sports Centre T&Cs, the

Customer Code of Conduct, Rules and Conditions of Use displayed on notice

boards within the Sports Centre (‘Membership Rules’). We may make reasonable

changes to the Membership Rules at any given time but will give you advance

notice wherever possible.

To gain admission a membership card is required at all times and must be swiped

on entry. Failure to have membership card three times will result in no entry or

the option to pay for a day visit.

Membership is non-transferable and you must not allow your membership card to



be misused. Failure to comply with these rules may lead to a suspension in

membership.

We are only liable for lost or damaged personal property where the loss or damage

results from our negligence.

It is your responsibility to bring to our attention any changes in your medical

condition as stated on your health questionnaire.

The opening hours of facilities may sometimes need to be changed due to repairs,

maintenance or other factors outside our control, but we will give you advance

warning wherever possible. The Sports Centre will be closed on all public Bank

Holidays and will also be closed during the University’s Christmas closure period.

Minimum membership periods and cancellation

Minimum periods of memberships are either 3 or 12 months.

We may cancel your membership if you commit any serious or repeated breach of

the Membership Rules. To cover its reasonable cost, the University may retain

any part of the membership fees you have paid which relate to a period after

cancellation.

You may cancel your membership if you are unable to use the Sports Centre

through serious illness or injury (but if requested you must provide a valid Medical

Certificate). We will refund any part of the membership fees you have paid which

relates to a period after cancellation. In all other cases (but except where the

university is in serious default), refunds for cancellation are at the discretion of

the management and will require relevant documentary evidence, e.g. proof of

your withdrawal from a University programmer or job relocation.

Off Peak membership

Access to the swimming pool and fitness suite is permitted Monday – Friday



9.00am-3.00pm, and throughout the weekend. Off peak members must have left

the Sports Centre by 4.00pm. Access to the Sports Centre outside of these hours

for Silver members will be charged at the daily rate, and access for Community

members is not allowed.

Accommodation memberships

Castle Irwell, Constantine and Horlock residents must bring valid student ID to

join the Sports Centre.

John Lester and Eddie Colman residents must bring their tenancy agreements

(with valid dates) and valid student ID to join the Sports Centre.

Inductions

All new users must undergo a gym induction before they can use the Fitness Suite.

This is free of charge for all members.

At least 6 hours cancelation notice must be given on any induction that is booked

regardless of membership type.

Failure to attend a booked induction or provide the minimum cancellation notice

will result in you having to rebook a new induction and a £5 charge being added

to your account. You will be unable to use any part of the facility until this debt

has been paid.

Class Bookings

All bookings must be paid for at the time of booking. Excluding Platinum

members.

At least three hours’ notice of cancellation must be given for all classes regardless

of membership type.

The place of any member not present for the start of the class they have booked

will be given to anyone who is waiting. No refund will be given.



Failure to attend any class or provide suitable notice of cancellation will result in

full payment being charged for Silver and Gold members. Platinum members will

receive a class strike.

For Platinum members, two class strikes within 30 days results in loss of rights to

book classes for 30 days.

8.2.6. Behavioral intentions:

Factors Mean

Word of mouth communication 4.6

Complaining intentions 3.2

Purchase intentions (now and in the future) 3.5

Price sensitivity 3.3

*Likert scale from 1= extremely unlikely to 5 = extremely likely

In behavioral intentions, we must note that the most important intention is word-of-

mouth communication. Most respondents are willing to provide positive word of mouth for

their fitness center and are quite committed to their supplier in terms of purchase intentions

now and in the future. Also, most respondents are not very price sensitive and their

complaining intentions are low (see table 5 for means for each type of behavioral intentions)

(Ouschan, 2009).



8.3. Motives:

(Ouschan, 2009) Found the following:

Motives have passed through several evolutionary phases of time. After beginning in the

decade of 1960 with the name of gyming having a prime focuses on pollution control and power

conservation; it then expanded to include social pressures as well. Today companies have

surpassed the boundaries of Motives beyond simply recycling of waste, gym packaging, and

products’ redesigning & renewable products. Since the decade of 1990, Motives has evolved into

one of the pivotal issues. Countries like America and Europe have realized the importance of

environment in consumers buying decisions which commonly refer to as Gym marketing. Gym

marketing can also be termed as sustainable marketing or environmental marketing. Gym

marketing comprises activities related to design, promotion and distribution of products that have

a minimum carbon footprint, in perfect accordance with customers’ needs and desires. During

the past 10 years especially, there has been a steep rise in Motives and this has been attributed to

media, enhanced awareness levels of consumers, ozone layer depletion, power crises and voices

raised by environmental activists. Now consumers perceive nature’s preservation as a central

factor in their every purchasing decision they make. They have begun to take it not only as a task

obligatory on Government but also as everyone’s duty. Such consumers are termed as Gym

consumers and are pointed out as the ones who don’t use dangerous products not only for their

health but also for environmental health and well-being. Besides this, they also are cautious about

the ingredients used in products, if they are extracted from sources, which are already on a verge

of extinction. This enhanced awareness level has given birth to a new horizon for companies

today to grow.

Motives is not the only direct force that exerts influence on the specific ecological

behaviors, rather EC can be termed as the set of perceptions, emotional linkages, attitudes, values

and behaviors exhibited by the consumers. EC was initially studied with an operationalization



approach. Literature reveals that five sub-scales were established i.e. affect, knowledge, verbal

commitment and actual commitment by consumers (Ibáñez, 2006).

Today Motives is taken as a general attitude which revolves around cognitive and

affective evaluations of the environment’s preservation. One way, to see Motives is through

taking personal factors like age, income, etc. (Dunlap, 2000),

A second approach looks at the EC as a function of risks consumers adhere to (Dunlap,

2000). A third one takes EC as a development phenomenon like needs that come in higher-order

(Mohai, 2010).The next approach takes EC as a smaller part of bigger human moral concerns

about universal value (Mohai, 2010).The relationship between Motives and gym purchasing

behavior is low to mild (Bamberg, 2003). This discrepancy is handled by including situational

variables’ mediating effect between these relationships. Motives is now seen as an ideology

having an influence only on symbolic behaviors pertinent to environment. (Pickett-Baker, 2008)

presents Motives as a one-dimensional attitude and asserts that Motives has not any direct linkage

with the gym Membership Buying Behavior Intention and gym purchasing behaviors; instead EC

is directly linked to the perception & personal behaviors (Bamberg, 2003).

Environmental knowledge & concern greatly exerted an influence over GPI. Motives

greatly exerts an influence over the gym Membership Buying Behavior Intentions of consumers.

Attitudes play a mediator role between this relationship of Motives and Gym Membership Buying

Behavior Intention (Aman, 2012).

Motives is termed as a belief, stance and the extent of Motives a consumer has in his

mind. EC can be studied from seven angles: concern for waste, wildlife, biosphere, duties,

education, health, awareness of energy & environmental technology (Ahmadun, 2003). Motives

is a pivotal factor in consumer buying process. 3 dimensions of Motives were employed to define

gym consumers among British consumers which are: Environmental issues’ knowledge; attitudes

towards quality of environment and environmental sensitive behavior (Ahmadun, 2003)



Motives also can be defined as the extent of emotionality a consumer is linked to

environmental issues. EC also refers to the awareness of people about the threats posed to

environment and natural resources on the planet (Ali, 2011).EC can be multi-faceted and cane

exerts more influence on some consumer behaviors which are translated into daily human

activities. Motives exerts a strong influence on buying patterns of consumers and today increased

proportion of consumers is buying ecological products (Aman H. &., 2012). Environmental

consciousness can termed as the particular psychological factors which are linked to the

consumers’ propensity to involve in environmentally friendly behaviors (Lafuente, 2010).

The most important consumer motive to become a member of a fitness center is to

enhance their fitness state followed by relaxation – stress reduction (see Table 1 for mean scores

for each motive).

8.3.1. Motives to become a member of a fitness center:

Motives Mean

Enhance fitness state 4.35*

Relaxation –stress reduction 3.62

Control body weight 3.58

Health reasons 3.52

Increase body mass 2.88

Social interaction 2.39

*Likert scale from 1= not important to 5 = very important

The most important consumer motive to become a member of a fitness center is to

enhance their fitness state followed by relaxation – stress reduction (see Table 1 for mean scores

for each motive).



8.4. Choice Criteria

A choice criteria is defined as: the various attributes (and benefits) a consumer uses when

evaluating products and services (Jobber, 2013).

Choice Criteria of Research Problem Interested in the affairs research puts a number of

criteria that help the researcher in the selection problem Some of these standards researcher

himself, and others to external social factors

The following are the most important of these criteria:

8.4.1. Self-Criteria:

These standards relate to the researcher and his personality, abilities and inclinations

where they cannot Researcher to tackle a problem only if it had a tendency to this problem One

of the most self-criteria: Researcher interest: Researcher tends to choose the problems of concern

to the attention A person who personally tends Waller problem can make active efforts as a whole.

The ability of a researcher: the researcher must accompany the attention of the subject provide

the technical capacity And skills necessary to do this research, provide that if the research is being

done to reach and resolve the problem.

8.4.2. Provide material resources:

Some research requires considerable material has the potential of Are not available to the

researcher, which makes his task difficult and therefore must take into account the researcher In

his choice of problem to the availability of material resources necessary for its consideration. -

Information is available: The study of the research problem requiring access to information And

certain statements in the references, books or manuscripts in the Documentation Centers This

implies that the researcher confirmed the availability of references and information on the

problem of search.

8.4.3. Scientific and Social Criteria:

Standards made up in addition to the Self criteria sound basis for the selection problem



Search Among the most prominent scientific and social norms as follows: Interest scientific

research: The other side of applied research is very important because of the goals of scientific

research that Arrive at the facts and knowledge and scientific methods to help us improve the

living conditions Must be from a combination of the theoretical side of reality and scientific

applications

8.4.4. The contribution of research to the advancement of knowledge:

The researcher on that adds nothing to human knowledge, do not do running Researcher

in subjects duplicates not led to the discovery of information and new facts. The human

knowledge-building is connected to every researcher involved in this construction by adding new

this addition is the justification for the great efforts made by each researcher in the field.

8.4.5. Disseminate the results of the study:

Researcher tries to choose the design problem and urging him to have a general nature

and so Facilitate the dissemination of their results on similar cases, it is true that the generalization

is dangerous but What applies to a situation may not apply to another position, but there is a

degree of stability And sustained in the things that allows circular within acceptable limits. That

good research is to draw attention to a subject and addresses the aspects of this find Moa and

leave the door open to dozens of studies.

8.4.6. The formulation of the problem and questions:

There is no specific language drafted in the form of questions or phrases are expressive,

but in any formulation should be formulated quite clear.

8.4.7. Criteria for the formulation problem:

The clarity of the wording and accuracy. - Be clear in the wording and the presence of

variables. - That the formulation of the problem must be clear so that it can reach a solution which

are subject to immediate testing.



8.4.8. Criteria for evaluating the problem:

Do you deal with the problem the subject or the subject newly bis? - Do you contribute

to this subject in addition certain scientific? - Is the problem has been formulated in precise terms

and clear? - Will this problem to the attention research and other studies? - Is the benefit of

scientific results will be presented to the community?

8.4.9. Fitness center choice criteria:

Factors No of items Cronbach a

Quality of environment – equipment 4 0.762

Value for money aspects of the offer (opening hours – prices

– quality of personnel,)

3 0.659

Supplementary benefits (e.g. power plate, massage, hair

styling, sauna)

11 0.936

Social factors (social relations to personnel, friends already

members etc.)

4 0.762

The selection criteria customers use to choose fitness center belong to four major groups

(as determined by factor analysis on larger list): quality of environment & equipment;

supplementary benefits such as massage, solarium or hair-styling; value for money aspects of the

offer (opening hours – prices – quality of personnel), and social factors (social relations to

personnel, friends already members etc.) (Ouschan, 2009).

8.5. Usage Behavior:

Interestingly, because of the variety of different exercises you can undertake in a gym,

people’s desire to use certain technology often conflicted with what was possible within that

environment and people were forced to find workarounds.

For instance many fitness bands, such as the Samsung Gear Fit, were unable to capture

any useful data when people were using a static cycling machine, as the devices require GPS



from a smartphone. Additionally, the dynamic body movements and change of positions involved

in exercising posed practical restrictions on the ability to use certain devices; e.g. headphone

wires would get in the way and there were limitations for where smartphones could be placed

when on the resistant machines. I noticed situations where wearable activity trackers did not work

well for certain gym activities which consequently impacted on the way people exercised. I saw

for example that people did not hold onto the handle bars of the cross-trainer just so that their

Fitbit wristband could track their movement.

8.5.1. Considerations for fitness tech design:

The wearable technology industry is moving fast, especially when it comes to fitness.

Since my research new tracking devices have launched onto the market, such as the Apple Watch

Health Kit, which includes GPS and allows the measurement of both indoor and outdoor

exercises. It also somewhat caters for individual needs as the device can learn patterns of activity

over time and the user can set personal goals accordingly. Other health technologies are becoming

more connected with the development of activity tracking clothing and footwear. Additionally,

some gyms are proposing to provide a connected experience for their customers by introducing

fitness bands that enable tracking of workout history (e.g. Virgin Active).

Nonetheless, current means of tracking fitness is still siloes because wearable technology

and fitness apps are largely designed for tracking particular types of exercises, in certain contexts

(such as outdoor running). As a result, different activities are being measured using inconsistent

metrics (e.g. Fuel points on the Nike Fuel band) and data may be stored in multiple places.

Therefore, it seems that achieving a holistic and comprehensive view of an individual’s fitness

activity both inside and out of the gym is still some way ahead.

As my research showed, how people use technology within the gym is dependent on

individual preferences and the exercise being performed. When designing technology which is

either designed to fit within the gym experience, or join up across different contexts and types of



exercises, there are a number of things to be considered. Here are some initial thoughts, feel free

to add your own via the comments section.

Enable users to tailor how data is delivered to match their workout preferences e.g. hide

certain functions such as time, set the delivery of performance stats to appear when they want

them most i.e. middle or end of workout.

Enable measurement of a variety of exercises, including gym-specific exercises such as

lifting weights and static aerobic machines. Include specialized sensors on resistance machines,

or allow the wear of activity trackers on other relevant body parts, e.g. a band on the ankle to

capture cross-trainer strides

Fitness data recorded at the gym should integrate seamlessly with the individual’s fitness

data history, whereby all data is stored in one place on the smartphone or in the cloud. Exercise

machines should be able to connect to personal devices (via Bluetooth) to access individual’s

fitness achievements and aims in order to suggest realistic and personalized training programmers

and goals. This would provide a more connected and tailored experience for gym users.

The gym environment poses some interesting challenges for designers of technology and

particularly wearable devices, such as the individual preferences of the person exercising through

to the physical restraints of the exercise being carried out.

During my research I explored people’s current exercising behavior, their experience with

fitness related technology, and observed how they interacted with technology whilst exercising

in the gym. My findings were extensive so I’ve focused here on the most interesting themes from

my observations of how people use technology as an aid to exercise in the gym.

The main behaviors I observed were:

Seeking distraction or avoiding disruption

Seeking information vs avoiding information

Exercise shaping tech usage and tech shaping exercise



Watching people exercise revealed some interesting nuances of behavior which impact

on the design of technology for exercise.

Some people actively sought out things to distract them from thinking about ‘the burn’ of

exercise and so used technology for entertainment purposes. I observed them using their

smartphones for watching TV, listening to audio books and messaging friends. This behavior was

most prominent in people whose primary purpose for going to the gym was to lose weight.

In contrast, people whose primary focus was on fitness actively avoided disruption. They

tended to only use technology which helped improve performance such as the activity tracking

display, or music to aid motivation and focus. Some purposely faced away from the TV screens

or turned off smartwatch notifications so nothing would disrupt their sense of flow.

In addition, the type of exercise and the amount of physical and cognitive concentration

needed also influenced the way people engaged with devices. When performing unvaried aerobic

exercises, such as running on the treadmill at a constant pace for a long time, most people I

observed used technology for distraction as the activity does not require a high level of attention.

8.5.2. Usage behavior in the center:

Factors Mean

Aerobic equipment (running belts, bicycles

etc.)

3.90*

Weights 3.68

What trainers tell me 2.99

Anything depending on my mood 2.57

Group exercise classes 2.53

*Likert scale from 1= never to 5 = very often

Although the sample is dominated by women, 82% use weights whereas only 54% take

part in group workout sessions. Most customers use aerobic equipment and weights very often



and many times they do what trainers tell them whereas they work out in groups less often (see

table 3 for means of usage behavior). A large 50% work out from 1 to 1.5 hours and 36% from

1.5 to 2 hours. Also, 56% come to the center from 17.00 up to 21.00 and 94% visit the center

from 2 to 5 times per week. More than half of respondents (55%) are members of the fitness

center for more than 1 year whereas 38% are members for more than 2 years (Ouschan, 2009).

8.6. Customer Satisfaction:

Customer Satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company meet or surpass customer expectation.

Customer satisfaction is a key factor in formation of customer’s desires for future

purchase. Customer satisfaction is the outcome felt by those that have experienced a company’s

performance that have fulfilled their expectations. Many researchers and aced Exercise

Motivation Inventory cairns highlight the importance of customer satisfaction. Many researchers

see that customer satisfaction has a positive effect on organization’s profitability. Much empirical

evidence also shows the positive connection between customer satisfaction, loyalty and retention.

Nowadays mostly all companies are realizing the significance of the delivering and managing

their service quality, which leads to the customer satisfaction. The quality of the services that is

delivered can meet or can exceed the customer expectations are mainly influenced by customer’s

prior expectations. Then these satisfied customers will probably talk to others about their good

experiences. This fact, especially in the Middle Eastern countries, where the social life has been

shaped in a way that the social communication with others enhance the society, is more important.

Satisfaction is an inner view, resulted from the customer’s own experiences from the services.

Finally, several researches have been done on the relation between service quality and

satisfaction: findings of some of these researches show that the satisfaction results in service

quality. Creating customer satisfaction by meeting their expectation has played as the initial and

important role in company. The higher level of customer satisfaction leads to greater degree of



the customer loyalty and retention. The customer satisfaction is very important factor that plays

an important effect on the revenues and profits of a firm. It is the fundamental pointer. It helps to

secure the future revenues of a firm. The positive word of mouth of the existing customers

decrease the cost of a firm or business of attracting and inviting new customers and heightens

the insight and overall status of a firm. While the dissatisfied and unhappy customers and

consumers have the contradictory effect on the reputation of a firm. Those firms and businesses

which provide the superior quality and value can enjoy the higher returns. In today's competitive

business environment marketing managers and chief executives are more influenced from the

consumer expectation and gathering the demand for customer satisfaction is very much important

for them. The customer satisfaction is a highly personal valuation that is greatly influenced by

the individual prospects. Customer satisfaction is the degree to which a customer perceives that

an individual, firm, organization or business has effectively and efficiently provided a product

or service or both that meets the customer’s wants and needs in the context in which the customer

is well aware of and / or using the product or service or both. Satisfaction is not inborn in the

individual or the product but it is a socially fashioned reply to the relationship between a

customer, the consumer, the product and the product provider/maker or service provider/ maker.

To the degree that a provider or maker can affects the numerous dimensions and extents of the

association, the provider or maker can influence the customer satisfaction. Customer satisfaction

varies depending on the circumstances and the product or service. A customer can be satisfied

and gratified with a product or service, an experience, a purchase decision, a salesperson, store,

service supplier, or an feature or any of these. Some scholars completely avoid “satisfaction” as

a measurement objective because it is “too fuzzy an idea to serve as a significant benchmark.

“Instead, they emphasis on the customer’s entire experience with an organization or service

contact and the detailed valuation of that experience. For example, reporting methods developed

for health care patient reviews often ask customers to rate their providers and experiences in



response to detailed questions such as, “How well did your physicians keep you informed?”

These studies provide “actionable” data that disclose clear steps for enhancement and perfection.

Some explanations are based on the observation that customer gratification or displeasure and

discontent results from either the confirmation or disconfirmation of individual prospects

regarding a service or product or both. To avoid such difficulties stemming from the kaleidoscope

of customer expectations and variances, some specialists urge companies to “concentrate on a

goal that is more closely related to the customer equity. “Instead of inquiring whether customers

and consumers are satisfied and pleased, they encourage companies to determine how customers

hold them accountable. Because the customer satisfaction is a highly variable valuation that every

individual makes based on his/her own information, potentials, expectations, direct contact and

the interaction, and the impact, it makes sense to involve and consult the consumers when the

designing customer satisfaction methodologies.

According to Heyman, Burnam, Fitzpatrick and Corporan (2008), in a survey of market

research methods, of all companies surveyed, 74 percent of companies reported using customer

surveys to measure customer satisfaction across multiple industries. While one of the most

studied and researched customer satisfaction survey, SERVQUAL (Parasuraman et al 1985), was

developed specifically to measure very minute and complicated concepts of customer

satisfaction, it is possible that its length is prohibitive to convincing customers to give up their

valuable time to answer it, as previous literature on web-based surveys indicates that shorter and

more direct questions are more likely to get honest and well-thought-out responses from survey

takers. The ease of access and time required to answer the survey seem to be the biggest barriers

to a higher survey 12 response rate in customer satisfaction surveys (Bramm 2012; Heyman et

al 2008; Puleston 2011; Singh, Taneja, and Mangalaraj 2009). Heyman et al (2008) suggested

that the online survey is the preferred method of customer opinion-gathering in the current

business world. Online surveys allow companies a low-cost and easy to access form of



communication that customers can participate in on their own time, with little to no risk involved

and generally yield an incentive to encourage the customers to participate.

8.6.1. Factors affecting satisfaction in the fitness center:

Factors Mean

Quality of personnel – professionalism 4.3

Economic factors 4

Quality of environment – equipment 4.3

Security, reliability and organization of

Activities

3.9

*Likert scale from 1= not important at all to 5 = very important

All categories of factors that affect satisfaction are important according to respondents as

it is shown in Table 4. However, the most important ones concern the quality of personnel and

the quality of environment of the fitness center (Ouschan, 2009).

9. Research questions and Hypothesis:

9.1. Main research question:

Is Choice Criteria play an imperative role in affecting consumer Gym Membership

Buying Behavior Intention

Is Motives play an imperative role in affecting consumer Gym Membership Buying

Behavior Intention

Is Usage Behavior play an imperative role in affecting consumer Gym Membership


Is satisfaction play an imperative role in affecting consumer Gym Membership




9.2. Research Hypotheses:

H1: A significant and positive relationship exists between Motives and Gym Membership

Buying Behavior Intention.

H2: A significant and positive relationship exists between Usage Behavior and Gym

Membership Buying Behavior Intention.

H3: A significant and positive relationship exists between self-image and Gym


H4: A significant and positive relationship exists between Satisfaction and Gym


10. Methodology:

The study is descriptive in nature intending to describe the way consumers behave in a

fitness center. A survey was done based on a structured questionnaire that was personally

administered to a purposive sample of 170 respondents from fitness centres of University of the

Punjab that are based in different areas in Lahore. The sample included different sizes of fitness

centres in order to cover for different environments. The questionnaire was divided into 6

sections, namely consumer motives; selection criteria; usage behavior, consumer satisfaction;

behavioral intentions; demographic & psychographic information. The analysis of the data

included descriptive statistics, factor analysis and anova. ]

The data was collected with lot of effort and hard work. The researcher had to visit seven

different major departments. It took almost three weeks to collect data. 170 questionnaires were

distributed among 170 students. In many cases, questionnaires were delivered to the participants

in first meeting and collected in next meeting. Sometimes researcher had to visit twice. Another

difficulty faced in data collection process, many students did not show any interest in research.

Some students were observed filling without paying proper attention or returning questionnaire



incomplete. The researcher had wait for many hours to receive completed instruments. To get

valid and reliable results this effort was mandatory. Two out of ten students accepted to

participate in the research process. To avoid these problems we distributed 70 out of 100

questionnaire through online, those people who are interested and have a time to filling the

questionnaire, they were filling with paying proper attention or give responses completely.

On contrary many interested participants showed keen interest and asked for brief

introduction about the aims and objectives of study. For many students Gym Membership Buying

Behavior Intention was a new concept for research purpose n University of the Punjab. Due to

awareness about importance of research these students became a good source of data collection.

With little instructions researcher managed to obtain data. The research was completed by using

both primary and secondary resources to conduct research. Primary data means data which is

gathered by approaching the students visiting their respective colleges and universities for filling

of questionnaire.

For examination of the data collected SPSS 20 software as used by running the findings

of questionnaires through Descriptive Statistics, Histogram, Scatter plots, Pearson

Correlation, Regression with regression equations and One Sample Test. This helped

researcher to scrutinize the impact of independent variables like Usage Behavior, Motives,

satisfaction and Choice Criteria, on Gym Membership Buying Behavior Intention as dependent

variable. Pearson Correlation is used on the research data to see that variables are related in a

linear straight line, to find out and indicate the associations among all the pairs of three or more

variables. Pearson Correlation and Spearman rho were two options. We selected Pearson

Correlation as our variables are scale, whereas Spearman is used when variables are ordinal

Further Bivariate regression is used to predict scores on dependent variable from other

independent/predictor variables. To measure complex associational statistic, multiple regression

is run to predict a scale/dependent variable from two or more independent variables.



10.1. Research Methodology:

10.1.1. Introduction:

Methodology means the selection of correct model out of various choices for planning

and implementing for our research. As research had to undergo various activities like preparing

appropriate models, case to study, data gathering techniques, format of data analysis selection of

correct methodology is most essential step (Silverman, 2006). This chapter explains which

research methodology is adopted, the developing research design as well as the methods adopted

that are enclosed with the research problem i.e. how varied independent variables sway the Gym


The selection had to be made from qualitative and quantitative research in general. The

research was conducted on qualitative method with particular discussion on the survey research

method. It also explains procedure of data collection and analysis at different phases. Further it

delineates the stratagem for ascertaining firmness, trust and fidelity of the research.

We can describe knowledge philosophically into following; in ontology knowledge is

what people say about knowledge; in epistemology how people know about knowledge; axiology

is what values go into knowledge; rhetoric is how people write about knowledge; and

methodology is the procedure to study knowledge (Creswell, 2003: 6).

In literature different terms are used such as, approach, strategy, mode of enquiry, method,

technique, and paradigm. In order to establish relationship between these terms philosophers have

incorporated research methodologies (qualitative, quantitative), paradigms (positivist,

interpretivist,) research methods (survey, case study, experimental research, ethnography,

action research, historical research) research techniques (interview, questionnaire, experiment,)

with the help of using research instrument (human, pencil, online and paper etc.) (Pickard

,2007), (Walliman,2005). (Kumar, 1999) states that the study can be classified into quantitative,

qualitative and mixed approaches. Different theoretical perspectives on this strategy of inquiry



e.g. ethnomethodology, ethnography, discourse analysis, grounded theory, narrative analysis,

hermeneutics, frame analysis and conversation analysis, phenomenology. The work of

(Maione&Chenail, 1999), (Trochim, 2005) and (Denscombe, 2003) avows that qualitative

research is a term used for description and interpretation of social phenomenon. They all jointly

divide qualitative research approaches into following main approaches phenomenology,

ethnography, grounded theory surveys, field research case studies, experiment, internet research,

action research.

Quantitative research approach involves deduction i.e. formulation of hypotheses,

identification of variables which could measure the objectives and such measurement then used

for enquiry. Data collected then used for testing of hypotheses and really describe reality. Finally

the results of enquiry are matched with original hypotheses to modify or confirm the theory from

which original hypotheses was taken. The main objective of or research conducted through

qualitative approach was that our research could be generalized, to be objective and theories

could be tested. There are many strategies associated with the quantitative approach. It can be

experimental in which researcher act as an active agent involved in manipulation of independent

variable and observing effect on dependent variable. In survey strategy cross-sectional and

longitudinal studies are conducted by employing questionnaire or structured interviews for data

collection from a selected sample of population. This research is carried with the help of survey

on cross-sectional and longitudinal method by using questionnaire as data instrument to collect

data from students selected as sample population of students of University of the Punjab.

10.1.2. Research Design:

Our research design was based on the following dimensions; that research could express

causal connection between variables both between independent variables and dependent variables

and also expressed causal connection between independent variables as well. Research design’s

other dimension was also kept mind in this research that there must be large number of



participants should become the part of investigation. Therefore our research has covered seven

major departments in University of the Punjab and investigating 170 participants, so that our

research can be generalized.

Five different research designs are discussed in literature i.e. quasi-experiments, cross-

sectional or social survey design, case study design and comparative design (Creswell, 2003).

For our research cross-sectional or social survey design is selected.

Following steps were taken for research design. First of all a sampling plan was

developed. In this methodology sample was selected from population. Purpose of sampling plan

was to depict procedure by selecting sample, fixing the size of sample and medley of media by

which survey will be organized. In our research survey was conducted with the method of

distributing online and paper questionnaire to the respondents.

Secondly, procedures were adopted for estimation of reliability of population from which

the sample data and estimates were obtained. Reliability was a prime issue while conducting

research, as our concern whether a measure is stable or not.

Thirdly, inputs acquired from the people and participants through survey by measuring

identified variables. Validity was concerned with the veracity of conclusions that were produced

from research. Measurement validity is also known with the name of construct validity. This

concept means that the questions asked from the participant are bringing the same concept which

is required to ask by the researcher. If measurement validity is not stable then the results become

unreliable. The concept of internal validity is also kept in focus in this research. Internal validity

relates the issue of casualty i.e. the conclusion derived from the research incorporates causal

relationship among the variables is authentic and not formed by anything else.

The issue of external validity is although more important for qualitative research but it is

equally significant for quantitative research as well while maximizing opportunity for generating

a representative sample. The external validity means that the results can be generalized. It is only



possible if careful selection of participants is selected to participate in the research. Regarding

ecological validity arises whether or not the findings can be applied to people or not is important

for both qualitative and quantitative research.

Further, as mentioned in literature three key elements were kept in mind while developing

our research methodology to ensure correctness of our study i.e. sample selection, sample size

and survey media. Sample selection was based on population size and similarity index with

respect to its characteristic. The participants were selected at random but belong to the required

requirements for survey. The population as narrowed down as much as possible to keep the study

at level where approximate effect is achieved.

If null hypothesis is mistakenly accepted Type II error exists. To avoid this situation

reasonable size of sample is selected. Sample of this research was selected which possessed its

mean and variance. Literature states that a good sample must have capability of narrowing the

means there by decreasing variance, resultantly reducing the overlap of distributions and

providing better statistical results. As far units of analysis were concerned in the research

individual students were participants in the survey. The researcher’s resources allowed using the

choice of questionnaire for survey as it required minimum resources in terms of cost, time and

manpower required. Further written survey was adopted to get more pace and prompt response

of participants. Other methods like verbal and mixed mode survey methods were not used.

Some disadvantages or problems or errors were seen in the process of written surveys.

Written survey was subject to coverage error where population was quite vast and distinctly

situated. Written survey also had error of non-response. Also it was observed that in written

survey the participants referred to others respondents during the filling the questionnaire. Further,

item non response error is also observed in the survey method when some or many questions

were skipped intentionally of by mistake.



10.2. Population/Sample:

In this study probability sampling specifically Stratified Random Sampling technique

was used. It is used when the population comprises into homogeneous sub-sets. Also when these

sub-sets don’t overlap each other and called “strata”. Generally in strata based sampling subjects

can be classified on natural basis with respect to age, education and gender etc. In such setting

all groups got equal chance of participation and vigilant selection helps to concluded rationale

research findings applicable generally.

Further cautious selection was made for compilation of data from medley of students

belonging to varied colleges and universities engaged in different programs. For this purpose

students were selected on gender basis with respect to their years of study i.e. Bachelors, Masters

and PH.D.

Seven major Departments of University of the Punjab were selected. They are:

1. Institute of Business Administration

2. Hailey College of Commerce

3. Institute of Business and Information technology

4. Institute of Administrative sciences

5. Mass Communication

6. Agriculture Department

7. Chemistry Department

10.3. Strategy of Inquiry:

While developing the instrument for survey, the study focused on clear objectives of

translating the variables in to measureable factors. The researcher ensured that at any point the

spirit of the topic is not neglected. Consistency in administrating the survey was also focused.

The instrument developed has all qualities of a good instrument like, help full in quality data

collection, helpful in data processing and afterwards conducive for data analysis.



It was made sure that such questions must be designed that it could produce answers

something reliable and valid. The wording used was easily understood by participants according

to the educational level. Also the response given by the respondents must be clear. Unclear and

ambiguous statements were not included in the instrument which could create any problem of

understanding for the participants. The instrument developed fulfilled all civil and ethical

requirements and included such questions which the respondents should be willing to answer

with no hesitation. Biased wording, acronyms, abbreviations etc. we’re not used. Precaution were

taken while drafting the instrument that similar questions were not used in the beginning and

same at the end this could lead to difficult situation because respondent might answer differently.

No personal, objectionable and difficult analogies were included in the instrument. While drafting

the questionnaire length was also considered that it should not look a time consuming activity for

the respondents. For data collection a variety of instruments can be employed like questionnaires,

interviews and focus groups. For this particular research questionnaire was used to collect data

containing questions easily understandable for the participants. Few minutes were required by

the respondents and any ambiguity or confusion arisen at the time of filling the questionnaire was

discussed and clarified on spot.

Close-ended questions were used so that respondents could answer the questions quickly

after examining individual responses with available choices. To facilitate this process Five point

Likert scale was used. This tool is useful when researcher wants rank items in order of

preference. In third type of closed-ended question in which the respondent is asked to compare

possible responses and select one, or write in other.

10.4. Measurement of Questions:

Literature suggests Evaluative continua and Agreement continua used in closed ended

questions regarding describing and evaluating people, place and events. The problem might arise

if respondent misinterpreted numerical scales. Then the whole research could fail. For this



research Agreement continua was used. In this, respondents were simply required to respond to

questions with agree or disagree to given statements. These scales were easy for respondents to

understand and answer.

To measure knowledge, question is often used to evaluate respondents’ acquaintance with

a topic, to measure respondents’ capability to provide informed responses about a said knowledge

already available with the respondent. This method is to identify these responses with the help of

“True” and “False” or “Yes” and “No” format. Sometimes researcher mix or intentionally add

some possible or incorrect answers to check the correct knowledge with responses.

Clear and unambiguous questions are developed by carefully presenting one idea at a time

by using contents like “Strongly Agree”, “Agree”, “Neutral”, “Disagree” and “Strongly

Disagree”. However work of (Flower, 1995) suggests that emotional contents like “Strongly”

should be replaced by “Completely”, “Generally”, or “Mostly” instead. In this research five point

Likert scale is used to collect the responses.

10.5. Important Tasks by Respondents:

There were some important tasks required to be performed by respondents during survey

while answering a survey question. The first question is that the respondent must get what the

researcher is asking.

The second is response formulation that respondents have a propensity to make new

verdict as that is previous judgments need some adjustment while answering the question.

The third task of the respondent was corresponding ability to the researcher.

10.6. Problems and Error in Survey:

The literature as well as our research identified some problems of biases related with the

respondent. Many participants felt themselves important and behaved differently as observed in

study of Hawthorne Works of the Western Electric Company 1927. Respondents, simply being

aware of importance of study, answer differently as per normal routine. Secondly, sometimes



respondents eagerly approved and go with positively-worded questions. Further it was observed

that respondents’ answer high or low rating this disturbs validity of the results.

11. Data Analysis:

For examination of the data collected SPSS 20 software as used by running the findings

of questionnaires through Descriptive Statistics, Histogram, Scatter plots, Pearson

Correlation, Regression with regression equations and One Sample Test. This helped

researcher to scrutinize the impact of independent variables like Usage Behavior, Motives,

satisfaction and Choice Criteria, on Gym Membership Buying Behavior Intention as dependent

variable. Pearson Correlation is used on the research data to see that variables are related in a

linear straight line, to find out and indicate the associations among all the pairs of three or more

variables. Pearson Correlation and Spearman rho were two options. We selected Pearson

Correlation as our variables are scale, whereas Spearman is used when variables are ordinal

Further Bivariate regression is used to predict scores on dependent variable from other

independent/predictor variables. To measure complex associational statistic, multiple regression

is run to predict a scale/dependent variable from two or more independent variables.

11.1. Validity and Reliability:

For the rationale of data collection, a questionnaire was so premeditated by the researcher

in which close-ended questions were prepared. Five-point Likert Scale was employed in

questionnaire. The questionnaire consisted of 24 items representing with the following detail.

Gym Membership Buying Behavior Intention as dependent variable (19, 20, 21, 22, 23, 24).

Independent Variables Dependent Variable

1.1 to 1.5 shows the questions related to Motives. 5.1 to 5.5 shows the questions related to Behavior

Intention. 2.1 to 2.5 shows the questions related to Choice Criteria.

3.1 to 3.5 shows the questions related to Usage Behavior.

4.1 to 4.5 shows the questions related to Satisfaction.



Table 1 Questionnaire

1 1.1. Gym enhance my fitness state?

2 1.2. When I go to gym, I feel relaxed?

3 1.3. Gym is very helpful in controlling my weight?

4 1.4. It is very helpful to go to gym to maintain my health?

5 1.5. Gym is a good source of increasing my body mass?

6 2.1. Gym must be used for social interaction?

7 2.2. High quality equipment urge me to choose a gym?

8 2.3. I prefer to go to that gym which provides me gym services at economical price?

9 2.4. It is necessary for gym management to provide supplementary benefits at gym?

10 2.5. Should gym promote social activities during gym timings?

11 3.1. Aerobic equipment (running belts, bicycles) are very useful in doing gym?

12 3.2. Weights are the most important parts of the gym?

13 3.3. I want to go that gym which provides me high standard trainer irrespective of price?

14 3.4. I will prefer trainer advice even if I have no mood of doing that particular activity at that time?

15 3.5. I prefer group exercises over individual exercises?

16 4.1. I satisfy to a gym when quality of professionals (trainers) is good?

17 4.2. I satisfy to a gym by when it is economically good?

18 4.3. I am only satisfied to a gym when it provides me latest equipment’s?

19 4.4. For me security & reliability of services is an important factor?

20 4.5. I feel supplement as an essential part of doing proper gym?

21 5.1. I choose a gym by word of mouth communication?

22 5.2. I chose that gym which don't have any sort of complain by the costumers?

23 5.3. Now or in the future I have an intention to purchase gym membership?

24 5.4. I am more sensitive to pricing over quality of service?

25 5.5. Gym monthly cost should not be greater than 500Rs?



11.1.1. Reliability Statistics:

Table 2 Reliability

Reliability Statistics

Cronbach's Alpha N of Items

.726 5

The Reliability Statistics table provides the Cronbach’s Alpha (.726) which is positive

and alpha based on standardizing the items (.70). The results of this data are acceptable because

it is more than (.70). Therefore we can say that internal consistency reliability of the items

provides good support for research literature.

11.2. Analysis Procedure:

120 paper questionnaires and online questionnaire were distributed to the target

participants of all departments of University of the Punjab. Mixed response was observed from

the student’s many enthusiastically participated in the research process and answered the

questionnaire with keen interest and diligence and a few showed little interest in the research.

Out of 120 paper questionnaires 100 were received complete in all respect and 70 were received

from online questionnaire and were used for the research. It can be observed from the table

below that, 99 male students’ 58.2 % and 71 female students which constitute 41.8 %

participated in the study which returned questionnaire completely. Interestingly female students

seem to be shy or reluctant in responding the research.

11.2.1. Demographics:

Table 3 Gender

Gender

Frequency Percent Valid Percent Cumulative Percent

Valid Male 99 58.2 58.2 58.2

Female 71 41.8 41.8 100.0

Total 170 100.0 100.0



In 170 participants 98 were 17-20 years old, 58 were 21-24 years old, whereas 8 were

25-28 years old and 6 were above 28.so this research were based on mostly graduates and master

level students.

Table 4 Age

Age

Frequency Percent Valid Percent Cumulative

Percent

Valid 17-20 98 57.6 57.6 57.6

21-24 58 34.1 34.1 91.8

25-28 8 4.7 4.7 96.5

Above 28 6 3.5 3.5 100.0

Total 170 100.0 100.0

11.2.2. Qualification of the Students:

Table 5 Education

Education

Frequency Percent Valid Percent Cumulative

Percent

Valid Graduate 137 80.6 80.6 80.6

Master 17 10.0 10.0 90.6

MPhil 9 5.3 5.3 95.9

PHD 7 4.1 4.1 100.0

Total 170 100.0 100.0



It is interesting to note from the table that

137 students belonged to the group of students

having bachelors. Further the combined response

of students in bachelors which is 80.6 %. This

interesting fact strengthens the importance that

students realize the significance of research

problem.

11.2.3. Gym Members:

Table 6 Gym Member

Gym member

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 58 34.1 34.1 34.1

No 112 65.9 65.9 100.0

Total 170 100.0 100.0

In the Target population out 0f 170, 58 were the

member of gymnasium and 112 were not the member of

any gymnasium.

11.2.4. Analysis and Results:

Table 7 Descriptive Statistics

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Motives to become member 170 1.80 5.00 3.8400 .57093

Choice criteria 170 2.00 5.00 3.7053 .59983

Usage Behavior 170 1.60 5.00 3.6918 .55900

Satisfaction 170 2.60 5.00 3.7894 .51083

Behavioral Intentions 170 1.80 5.00 3.5612 .62580

Valid N (list wise) 170

Tables 7 provides the mean and standard deviation scores of independent variables and



dependent variables adopted in this study. To answer the questions, the respondents were asked

to rate each of the four dimensions on a five-point scale ranging from Strongly Disagree (1) to

Strongly Agree (5). Overall, the mean scores for the six scales which consist of total twenty four

items shows the positive high mean values which ranged from 1.60 to 5.00.

11.3. Pearson Correlation:

Table 8 Correlation

Correlations

Motives

to

become

member

Choice

criteria

Usage

Behavior

Satisfaction Behavioral

Intentions

Motives to become

member

Pearson

Correlation

1 .377** .459** .261** .273**

Sig. (2-tailed) .000 .000 .001 .000

N 170 170 170 170 170

Choice criteria Pearson

Correlation

.377** 1 .380** .406** .343**

Sig. (2-tailed) .000 .000 .000 .000

N 170 170 170 170 170

Usage Behavior Pearson

Correlation

.459** .380** 1 .264** .385**

Sig. (2-tailed) .000 .000 .001 .000

N 170 170 170 170 170

Satisfaction Pearson

Correlation

.261** .406** .264** 1 .325**

Sig. (2-tailed) .001 .000 .001 .000

N 170 170 170 170 170

Behavioral

Intentions

Pearson

Correlation

.273** .343** .385** .325** 1

Sig. (2-tailed) .000 .000 .000 .000

N 170 170 170 170 170

**. Correlation is significant at the 0.01 level (2-tailed).

In Table 8 the Pearson Correlation coefficient is .273 the significance level (sig) or p is

.000 and the number of participants of both Variables (Gym Membership Buying Behavior

Intention and Motives) is 170. The correlation between (Gym Membership Buying Behavior



Intention and Motives) is statistically significant because the “sig” is less than .05. Thus, we can

reject the null hypothesis of no association and state that there is a weak relationship

between (Gym Membership Buying Behavior Intention and Motives). As the correlation is

positive this means that higher the Motives higher will be the Gym Membership Buying

Behavior Intention and vice versa.

The Pearson Correlation coefficient is .385; the significance level (sig) or p is .000 and

the number of participants of both variables (Gym Membership Buying Behavior Intention and

Usage Behavior) is 170. The correlation between (Gym Membership Buying Behavior Intention

and Usage Behavior) is statistically significant because the “sig” is less than .05. Thus, we can

reject the null hypothesis of no association and state that there is a medium relationship

between (Gym Membership Buying Behavior Intention and Usage Behavior). As the

correlation is positive this means that higher the Usage Behavior higher will be the Gym

Membership Buying Behavior Intention and vice versa.



Choice Criteria) is 170. The correlation between (Gym Membership Buying Behavior Intention

and Choice Criteria) is statistically significant because the “sig” is less than .05. Thus, we can

reject the null hypothesis of no association and state that there is a medium relationship

between (Gym Membership Buying Behavior Intention and Choice Criteria). As the

correlation is positive this means that higher the Choice Criteria higher will be the Gym

Membership Buying Behavior Intention and vice versa. In this case the correlation is .343.



Satisfaction) is 170. The correlation between (Gym Membership Buying Behavior Intention and

Satisfaction) is statistically significant because the “sig” is less than .05. Thus, we can reject



the null hypothesis of no association and state that there is a medium relationship between

(Gym Membership Buying Behavior Intention and Satisfaction). In non-technical language

students who are more nature oriented, will purchase gym products more. As the correlation is

positive this means that more the students are nature oriented higher will be the Gym

Membership Buying Behavior Intention and vice versa. In this case the correlation is .325.

11.4. Multiple Regressions:

We have used multiple linear regressions which is a generalization of simple linear

regression where several predictor variables are allowed on a right hand side. Gym Membership

Buying Behavior Intention is taken as response, outcome or dependent variable, whereas

Motives, Usage Behavior, Choice Criteria, Satisfaction are used as explanatory, predictor or

independent variables. The systematic part of our model consists of (Gym Membership Buying

Behavior Intention) as constant term and rest are other predictor variables mentioned above are

regarded as fixed (non-random or exogenous).

11.4.1. Model Summary:

Table 9 Model Summary

Model R R Square Adjusted R Square Std. Error of the

Estimate

1 .473a .224 .205 .55786

a. Predictors: (Constant), Satisfaction, Motives to become member, Usage Behavior, Choice criteria

In Table 9 The Model Summary table shows that the multiple correlation coefficient

(R), using Satisfaction, Usage Behavior , Choice Criteria , Motives predictors simultaneously,

is .473 and Adjusted R2 is .224, meaning that 22.4% of the variance in Gym Membership Buying

Behavior Intention can be predicted from the combination of Satisfaction, Usage Behavior ,

Choice Criteria , Motives. Note that adjusted R2 is lower than unadjusted R2 (.296). This is in

part related to the number of variables in the equation.



Further Table 8 shows the dependence of Gym Membership Buying Behavior Intention

(dependent variable) on Satisfaction, Usage Behavior, Choice Criteria, Motives (independent

variable). R value of .473 shows the goodness of the model. Regression analysis shows that

22.4% change in dependent variable is due to the independent variable, while remaining

77.6% is the unexplained variability.

11.4.2. ANOVA (Analysis of the variances):

Table 10 ANOVA

ANOVAa

Model Sum of Squares Df Mean Square F Sig.

1 Regression 14.835 4 3.709 11.918 .000b

Residual 51.349 165 .311

Total 66.184 169

In Table 10 of ANOVA table shows that F=11.918 and is statistically significant. This

indicates that the predictors combine together to predict Gym Membership Buying Behavior

Intention. Also model is considered to be good fit if significance value falls between0% to 5%.

In Table 10 shows the sig value of .000 which means that relationship between Independent

and dependent variable is highly significant hence the model is good fit.

11.4.3. Coefficients:

Table 11 Coefficients

Coeffcients

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

1 (Constant) .853 .411 2.074 .040

Motives to become

member

.055 .088 .051 .633 .528

Choice criteria .170 .084 .153 1.899 .059

Usage Behavior .286 .090 .256 3.192 .002

Satisfaction .224 .093 .182 2.403 .017

a. Dependent Variable: Gym Membership Buying Behavior Intention



Table 8 signifies Regression coefficients i.e. Beta (β) of Motives with Gym Membership

Buying Behavior Intention is .055 with significant value .528 which shows no relationship

between Motives and Gym Membership Buying Behavior Intention.

Regression coefficients i.e. Beta (β) of Choice Criteria with Gym Membership Buying

Behavior Intention is .170 with significant value .059 which shows a positive and significant

relationship between Choice Criteria and Gym Membership Buying Behavior Intention.

Regression coefficients i.e. Beta (β) of Usage Behavior with Gym Membership Buying


relationship between Usage Behavior and Gym Membership Buying Behavior Intention.

Regression coefficients i.e. Beta (β) of Satisfaction with Gym Membership Buying


relationship between Satisfaction and Gym Membership Buying Behavior Intention.

So:

X=α+β1Y1+β2Y2+ β3Y3+β4Y4 Where

X= Gym Membership Buying Behavior Intention Y1=Motives Y2= Usage Behavior

Y3=Choice Criteria Y4= satisfaction

X = 0.853 + .055 Y1 + .170y2 + .286y3 + .224 Y4

We see that Gym Membership Buying Behavior Intention is expected to increase by .055

if Motives increases by 1. Gym Membership Buying Behavior Intention is expected to increase

by .286 if Usage Behavior increases by 1. Gym Membership Buying Behavior Intention is

expected to increase by .170 if Choice Criteria increases by 1. Gym Membership Buying

Behavior Intention is expected to increase by .224 if satisfaction increases by 1. The standard

errors of the regression coefficients are fairly small, indicating that coefficients are have been

estimated fairly precisely.



11.5. One Sample Test:

Table 12 One-Sample Test

One-Sample Test

Test Value = 3

T Df Sig. (2-

tailed)

Mean

Difference

95% Confidence Interval of

the Difference

Lower Upper

Motives to become

member

19.183 169 .000 .84000 .7536 .9264

Choice criteria 15.331 169 .000 .70529 .6145 .7961

Usage Behavior 16.135 169 .000 .69176 .6071 .7764

Satisfaction 20.149 169 .000 .78941 .7121 .8668

Behavioral Intentions 11.692 169 .000 .56118 .4664 .6559

Table 12 show the level at which different independent factors affecting the process of

Gym Membership Buying Behavior Intention of students studying in University of the Punjab.

All of these independent variables of the current study were tested at test value of 3 in One-

Sample Test.

The results showed that:

T- Value of Motives is 19.183 which is positively related to buying behavior with

significant value of .000 which shows that considered Motives as a significant independent

variable important for the Gym Membership Buying Behavior Intention.

T- Value of Choice Criteria is 15.331 with significant value of .000 which shows that

students s strongly believe that Choice Criteria is one of key elements in Gym Membership

Buying Behavior Intention. Without such an attribute there is rare possibility of Gym

Membership Buying Behavior Intention. Therefore Choice Criteria becomes an essential factor

responsible for Gym Membership Buying Behavior Intention.

T- Value of Usage Behavior is 16.135 with significant value of .000 which shows that

students have declared that Usage Behavior is an essential ingredient necessary for Gym

Membership Buying Behavior Intention. The students have clear perspective that Gym



Membership Buying Behavior Intention process could not be completed without the Usage

Behavior.

T- Value of Gym Membership Buying Behavior Intention is 11.692 with P value of .000

which shows that the respondents have agreed with the literature that Gym Membership Buying

Behavior Intention is one of the most successful processes.

T- Value of satisfaction is 20.149 with P value of .000 which also shows that students

support satisfaction as one of major independent variable without which Gym Membership

Buying Behavior Intention could not be possible.

12. Conclusion and Recommendations:

12.1. Conclusion:

This endeavor is conducted to implore that what predispositions and factors have

capacity to sway the Gym Membership Buying Behavior Intention in the students studying at

university level. Being a qualitative research it was difficult to transform the variables of

Motives, Usage Behavior, Choice Criteria, Satisfaction and Gym Membership Buying Behavior

Intention. With the help of carefully designed self-administrated questionnaire the researcher

could acquire the required information and extract the results with the help of latest statistical

tools and techniques.

There results of research unfolded new realities before the researchers that variable like

Motives did not turned to be an imperative ingredient in Gym Membership Buying Behavior

Intention. The marketers can use word of mouth and they can educate this market of young

consumers to enhance their perception about purchasing gym products. Others like Government

should come into play and promote consumer concern about their gym intention and develop

them to prefer what is good for their environment.



12.2. Suggestions and Recommendations:

The findings of this study present many implications for fitness center management.

1. Consumers of fitness centres differ in many ways and managers of fitness centres

face the difficult task of satisfying all these different people. The emergence of

four different types of fitness center customers presents a challenge for sports

managers. Their different needs and preferences should be linked directly with

the creation of customized offers. For example, a pressured consumer who is

primarily interested in a good deal should be offered a good price for a limited

variety of services because he doesn’t use everything anyway. On the other hand,

an athletic consumer is not so concerned about price provided that the

environment and equipment are good and there is security and good organization

in the business. So a different package would be suitable for such a customer.

2. Relaxation and stress reduction is a very important motive for fitness center

customers. As a result, managers should make sure that their programs can make

customers feel better; release their tension and have a good time.

3. In their choice criteria, all types of customers consider the core service

(environment – equipment) of the center more important than any supplementary

benefits or social interaction. This means that any communication to customers

must primarily focus on the core service and extend to other benefits according

to target group.

4. The importance of motives and selection criteria differs between the 4 types of

customers identified. This means that sport managers should carefully segment

their market and customize their advertising messages according to the group of

customers targeted. Also, it is important for fitness centres to enhance the power

of their brand by strengthening associations that relate to the motives or selection



criteria of their target market.

5. Employee professionalism as well as quality of the environment and the

equipment were found to be the most important determinants of customer

satisfaction. Therefore, careful selection and training of employees and effective

management of the physical evidence of the fitness center are priorities that

should not be neglected by managers. Especially important is to keep all aerobic

equipment in a good state since most customers use them very often.

6. Identification of the groups that are more likely to complain and provide negative

word of mouth can help in preventing customer defection and enhancing long-

term relationships with customers.

Businesses and government can educate consumers about buying environment friendly

finesses process. This is an extensive procedure and will take elongated time to nurture the

concern for environment. It was also found that friends and associates had a strong influence on

the choice of young buyers. Therefore marketers can use buzz marketing to encourage young

people to buy gym membership. They have confidence in the opinion of their friends. Social

networks can be very effective in doing that.

Government should also play its part in encouraging in development and production of

fitness friendly products. It can also encourage imports of such fitness products by decreasing

duties and taxes so that young consumers as well as general public prefer to buy environment

friendly gym membership. But it is not necessary that the intent to buy the gym equipment’s will

definitely direct the consumer to buy gym membership.

In summary, the results of this study will help managers of fitness centres understand

their customers; segment their market appropriately; satisfy all types of customers; retain the

most profitable customers and create long-term relationships with them that lead to higher

profits.



12.3. Limitations and directions for further research:

1. It is suggested that future research should take into account a broader view of consumers

rather than just focusing on University of the Punjab gym consumers. Because of

inadequate capital and restriction of time, the research was done on a narrow frame of

consumers.

2. The variables taken in this study are not the only variables that affect the intent of the

gym membership consumers. Many more factors are there that influence their concern

to buy gym membership. So there is an opportunity to consider other factors as well.

3. Keeping in view the size of the population the sample size can be a question for any

researches. The study is conducted in the hub of educational activities i.e. University of

the Punjab Lahore. While other cities are not included in the research. Further researchers

can include the participants of varied cities to reach more accurate findings and

recommendations.

4. The study is conducted in a contrived set up with no interference with the respondent

with close ended questionnaire. Interview methods can also use to further enhance the

validity and reliability of the research. As many hidden sentiments and comments can

only possibly be extracted by probing into the problem through direct and indirect

questions of interviews.

5. Future researchers in order to increase the more generalized results can collect data from

more universities and colleges situated in different cities and villages across the country

and compare the results to get more valuable recommendations. The results so achieved

will have more valid findings.

6. Another limitation of our research is the paper questionnaire technique i.e. filling of the

questionnaire. This method sometimes unable to provide the true response as many

respondents only fill up the questionnaire without knowing the importance of the



research and understanding the importance of the question asked. Therefore interview

technique has capacity to solve this problem if not completely may be to some extent for

this purpose online questionnaire filling techniques will be used that only those person

filled questionnaire whose are interested.

This study extends findings in the area of consumer behavior in fitness centres. However,

the sample is purposive and is limited to 12 fitness centres in one country. Future research can

extend the sample; use a random sample from the whole country; do multi-country studies or do

longitudinal studies showing changes in consumption and behavioral patterns.

13. References:

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Gymnasium's membership report of Punjab University student