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SYMBIOSIS INSTITUTE OF INTERNATIONALSYMBIOSIS INSTITUTE OF INTERNATIONAL
BUSINESSBUSINESS
Symbiosis Infotech Campus, Rajiv Gandhi Infotech Park, Hinjewadi,
Pune-411057
Prepared For: Prof. S.V. GodboleSymbiosis Institute of International Business, Pune
Prepared By: Bhargab Das
25876
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November-2009
Table of ContentsTable of Contents .................................................................................................. 2
Managerial Brief: ................................................................................................... 4
Importance of doing the project to the Project Manager in todays environment interms of decisions he is likely to take based on this project. ................................4
Objective:- ............................................................................................................ 5
Scope ..................................................................................................................... 5
Operational Definitions .......................................................................................... 6
Fitness ............................................................................................................... 6
Fitness activities : .............................................................................................. 6
Fitness Club: ....................................................................................................... 6
Factors influencing the respondents .................................................................. 6
Monthly Income .................................................................................................. 7
Monthly Expenditure .......................................................................................... 8
Respondent ........................................................................................................ 8
Pune City ............................................................................................................ 8
Exploratory studies proposed to be undertaken ....................................................8
Focus Group ....................................................................................................... 8
Secondary Data .................................................................................................. 9
Expert interview .............................................................................................. 9
Data Collection Design ........................................................................................ 10
Survey Technique ............................................................................................. 10
Classificatory Variables .................................................................................... 10
Data Variables .................................................................................................. 11
Questionnaire ................................................................................................... 14
Introductory Statement ................................................................................. 14
Classificatory Questions ................................................................................ 15
Data Collection Questions (Knowledge) .........................................................15
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Managerial Brief:Our client is a Marketing Manager of an organization who is interested in
establishing a fitness club in Pune.
Our manager wants to the various activities undertaken by Men/women
over 35 years of age and having a monthly income of at least Rs 25000/-
pm in keeping themselves fit
Importance of doing the project to the Project Manager
in todays environment in terms of decisions he is
likely to take based on this project.Fitness club business is becoming popular nowadays as more people are
becoming conscious about their health. Due to hectic work schedules,
work-related pressures and changing lifestyles, the health of people is
adversely affected. Stress, hypertension, heart disease, cancer and
obesity related diseases are becoming common
Due to lack of time, the tendency to indulge in junk food has increased
leading to various health disorders. Lack of physical activity and
sedentary lifestyles are some other reasons. There is hardly any physicalactivity involved in the workplace or at home due to mechanization.
People are realizing that exercise, proper nutrition and relaxation are the
keys to good health. As a result, the fitness club business is booming.
Some important facts about the health and fitness industry
in India :
The Health and fitness market in India is estimated at around Rs2900 crore.
It is growing at a compounded annual growth rate of 15 per cent.
Up market club in this category have a penetration of a mere 0.1per cent.
The average annual spend on health and fitness by individuals isapproximately Rs 2,600.
The spend break-up for men and women is 70:30, respectively
This research will help the manager to understand the various factors
taken into consideration by the target respondents before selecting afitness club.
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The manager will also get to know the amount of money respondents arewilling to pay for different services availed in the fitness club.
The project will also help manager to decide whether he should go for aunisex gym or gender specific gym.
Decisions that can be taken by the manager by the help of the research:-
What all services the fitness club should provide.
The different needs and wants of different age group
The different needs and wants of male/female respondents.
What should be the fee structure?
Source:
I.http://www.acefitness.org/media/media_display.aspx?
NewsID=277&DCMP=BAC-GetFit2008Trends
II.http://www.business-standard.com/india/news/kithealthfitness-industry-
in-india/349198/
III.http://www.fitnesshealthzone.com/?s=age&x=33&y=8
IV.http://searchwarp.com/swa546041-How-To-Pick-Your-Fitness-Gym.htm
Objective:-1. To find out the various activities undertaken by target respondents
in keeping themselves fit.
2. To determine the factors influencing the respondents to join afitness club.
3. To determine the monthly expenditure on fitness activities
Scope
For the purpose of this research, therespondents
would be: Men/women aged 35 years and above
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http://www.fitnesshealthzone.com/?s=age&x=33&y=8http://searchwarp.com/swa546041-How-To-Pick-Your-Fitness-Gym.htmhttp://www.fitnesshealthzone.com/?s=age&x=33&y=8http://searchwarp.com/swa546041-How-To-Pick-Your-Fitness-Gym.htm8/8/2019 Amr Project Bhargav 2003
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Residing within the municipal limits of Pune City
Having a monthly income of atleast Rs 25000/- pm.
Operational Definitions
Fitness
Perception of being physically and mentally fit.
Fitness activities :
Any activity performed by the respondents, which they think,will increase their fitness level. This inturn will give them the benefitof physical and/or mental well being.
Fitness Club:
A place where various fitness activities can be performed.
Factors influencing the respondents
i. The Reasons : Why the respondents want to join the fitness club-
for fitness ,for socializing, for business network, forpreventive/curative, weight loss/weight gain ,
Before marriage/after marriage
ii. The Place : The location or area of the fitness club
iii. The Timing : The part of the day when the activities can be
performed
(Morning, evening, afternoon, night)
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iv. The Duration: The time period for which the activity can be
performed.
v. The Frequency per week: number of days the fitness club can be
used.
vi. Facilities The facilities could be:
a. Cardio Vascular Training
b. Strength Training
c. Yoga/Meditation
d. Swimming
e. Equipments
f. Personal Trainer
g. Massage
h. Spa/ Steam bath /sauna
i. Recreational activities
j. Health bars(juice /salad bars)
k. Pilates
l. Group activities like BodyPump , group dance , kick boxing
m. Ambiance
n. Music
o. Air conditioning
vii. Under Guidance or without Guidance
Guidance- Activities performed under the guidance of Fitness trainer
Without Guidance- Activities performed without the guidance of
Fitness trainer.
Monthly Income
The amount of money earned by individual in a month.
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Monthly Expenditure
The amount of money spent by the respondent on various facilities
availed
Respondent
Men and Women
Aged above 35 years
Living in Pune
Having a monthly income of at least Rs 25000/-
Pune City
The area under Pune Municipal Corporation (PMC).
Exploratory studies proposed to be undertaken
Focus Group
The main purpose of conducting the focus group is to gain an insight
about the topic and to design the questionnaire. It will help to find out the
various factors which influence the selected group of people to join a
fitness club, their expectation from the fitness club, their usage and their
expenditure .
It is proposed to conduct four focus groups.
(i) The first two groups will consist of 8-10 men and 8-10 women above
35 years of age who are involved in some kind of physical
activity to keep them fit, why they think these activities will keep
them fit. The group will have equal representation from the three
age groups i.e. 35-45 years, 45-60 years and above 60 years.
This will help to gain a fair idea about the characteristics of the
respondents for the research. The main agenda for the
discussion will be why they have not ever joined a fitness club.
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(ii)The second two groups will consist of 8-10 men and 8-10 women
above 35 years of age who are involved in some kind of physical
activity in a fitness club or had earlier used a fitness club to
keep them fit. Again the group will have equal representation
from the three age groups i.e. 35-45 years, 45-60 years andabove 60 years. The main agenda for the discussion will be to
know the expectation of the user of fitness club from it ,have
their expectations actually met, what other facilities they want to
be included in the club.
The discussions would last for about an hour each and would
involve active interaction from the moderator to get the relevant
information in the short span of time.
Secondary Data
Secondary data will be collected for from all possible sources such
as internet websites, case studies, related articles, industry
publications and other research projects undertaken on the same
subject. It help in gaining further insights into the research by
comparing the findings with the previous researches, as well as help
in establishing the data needs thatll ultimately lead to the
questionnaire formulation.
Expert interview
Expert interview will be conducted with someone from the fitness
industry to know what is actually happening in the market. Mr.
Manoj Chandrakant Dhawade, Head Operations, Golds Gym, Aundh
and Vihang Iskande,Manager-Shift & Counselor
Gold's Gym Aundh was contacted. The questions asked were:
What is the approximate percentage of clients in your gym above
35 years?
What is the approximate male female ratio in that age group?
What time they usually come to the gym?
What all facilities they mainly avail?
What's the time duration for their activity?
What is the main objective of these group to join the gym?
What are the expectations of this group from the gym?Do you have any special fitness program for this group?
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Occupation of these age group Males and females
Data Collection Design
Survey Technique
The survey method proposed for this research is Mall Intercept
Interview . This survey method is selected because of the high
flexibility of data collection ,diversity of questions and high
response rate
Data Collection Format
Classificatory Variables
1. Age
35-45 years45-55 years
Above 55 years
Secondary Data:
(i) Retired people typically have greater discretionary moneybut have a tendency to spend it wisely. Health and fitnessprofessionals can take advantage of the growing population ofretired individuals by providing age-appropriateexercise programs.
(ii) Those in the age group of 35-45 account for about 40% of the
fitness market.Source :http://www.informz.net/acsm/data/images/worldwidetrends.pdf
2. Gender
Male
Female
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There is a huge difference in the reasons for joining a fitness
club and the expectations from it between Male and Female
and also it changes with age .
Source: http://www.absfitness.in/Html/AbsForHer.htm
Data Variables
1. With reference to the first objective, the information needs
are:
Activities performed
Place
Fitness club
Reasons for doing activities
Duration
Frequency
Timings
Example (i): What kind of activity you perform to keep yourself fit?
Multiple choice and open ended (No probe, no prompt)
Fitness Club
Sports
Yoga
Jogging
Workout at home
If any other, please specify ___________
If Yes for above question
Example (ii): Where do you perform physical activities?
Multiple choice and open ended (No probe, no prompt)
Fitness Club
Home
ParkIf any other, please specify ___________
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Example (iii): Have you ever joined any fitness club ?
Dichotomous Question
Yes/ No
Example (iv): Why do you perform physical activities?
Multiple choice and open ended (No probe, no prompt)
To be fit
Medical reasons
Recreation
If any other, please specify ___________
Example (v): Do you think joining a fitness club will help you to
become more fit?
Five Point Likert Scale: Strongly Agree, Agree, Neutral,
Disagree, Strongly Disagree
Example (vi): How long do you perform physical activities?
Close ended, multiple choice
Below 30 mins
30- 60 mins
60 90 mins
90 mins and above
Example (vii): In a week, how frequently do you perform physicalactivities?
Close ended, multiple choice
Less than once
Between 1 to 3 times
More than 3 times
Example (viii): When do you perform physical activities?
Close ended, multiple choice
Morning
Evening
Afternoon
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Whenever get time
2. With reference to the second objective, the information
needs are
a. Reasons of joining a fitness club
b. Benefits Expected
Example (i): Do you want to join a fitness club ?
multiple choice
Yes
No
Never thought
Example (ii): what all facilities you look for in a fitness club?
Multiple choice and open ended (No probe, no prompt)
Good Trainers
Sophisticated Equipments
Cardio Vascular Training
Strength Training
If any other, please specify __________
Example (iii): How frequently do you go to the fitness club?Close ended, multiple choice
Every Day
Often
Sometimes
Rarely
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3. With reference to the third objective, the information needs
are:
a. Monthly income
b. Monthly expenditure on fitness
Example (i): In a typical Month, what is your expenditure on fitness
club.
Close ended, multiple choice
Less than Rs. 1000
Rs. 1000 Rs. 3000
More than Rs. 3000
The information will be collected using a non disguised questionnaireformat. The purpose of the survey shall be communicated to therespondents. The questionnaire will be divided in the following parts:
1. Introductory Statement2. Classificatory Questions3. Data Collection Questions (Attitude and Knowledge)
The questionnaire will start with multiple choice questions, which willbe followed by some memory taxing questions. Then attitude andsensitive questions will follow.
Questionnaire
Introductory Statement
Good Morning/Afternoon/Evening Sir/Madam,I am pursuing MBA from Symbiosis Institute of International Business. We areconducting a market research on the fitness activities being undertaken bythe residents of Pune.
I would really appreciate if you could spare about ten minutes to answer afew questions that we have?
This research will help us in our academics and also in gaining practicalexperience of marketing research.
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Classificatory Questions
1. Name of the respondent:Gender:Email Id (If Any):
2. Which age category do you fall into?
a. 35-45 yrsb. 45-55 yrsc. 55 yrs and above
Justification (Questions 2-3): These questions are the classificatoryneeds. The information will help the manager to know his target marketbetter which will further help him to decide if he should go for a unisexfitness centre or a gender specific fitness centre.
Data Collection Questions (Knowledge)
1. What kind of activity do you perform to keep yourself fit?
a. Fitness Club
b. Sports
c. Yoga
d. Jogging
e. Workout at homef. If any other, please specify ___________
Justification: This question is asked to introduce the subject to therespondent and also to know the various activities being performed by therespondent.
If Yes for above question
2. Where do you perform physical activities?
a. Fitness Clubb. Home
c. Park
d. If any other, please specify ___________
Justification: This question is asked to know the percentage ofrespondents availing Fitness club facilities.
3. Why do you perform physical activities?a. To be fit
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b. Medical reasons
c. Recreation
d. If any other, please specify ___________
Justification: This question is asked to know the reason behindperforming fitness activities. This will help the manager to decide upon thefacilities which he should include in his fitness centre.
4. How long do you perform physical activities?
a. Below 30 mins
b. 30- 60 mins
c. 60 90 mins
d. 90 mins and above
5. In a week, how frequently do you perform physical activities?
a. Less than once
b. Between 1 to 3 times
c. More than 3 times
Justification(Questions 4 -5): This question is asked to know the howmuch time the respondents spend on fitness club.
6. When do you perform physical activities?
a. Morning
b. Evening
c. Afternoon
d. Whenever get time
7. Do you think joining a fitness club will help you to become morefit?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
8. Do you want to join a fitness club ?
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a. Yes
b. No
c. Never thought
9. What all facilities you will look for in a fitness club?
a. Good Trainers
b. Sophisticated Equipments
c. Cardio Vascular Training
d. Strength Training
e. If any other, please specify __________
10. In a typical Month, what is your expenditure on fitness club.
a. Less than Rs. 1000
b. Rs. 1000 Rs. 3000
c. More than Rs. 3000
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