Appendix 1

Registration for Dissertation Work

1. Name of the student : PRAFULLA DEORI

2. Name of the guide : Prof. SMITA GAIKWAD

3. Proposed research area : MARKETING

4. Proposed research topic : A STUDY ON CUSTOMER

BEHAVIOR AT SNAP FITNESS.

5. Write a brief note on topic

Customer behavior is an integral part of our daily lives. The psychological and social

processes involved in buying and consuming goods and services form the subject matter

of this text. The objective positivist approach to studying cause and effect in consumer

behavior (as in any other kind of behavior), will be combined with the interpretive

emphasis on trying to understand the emotional, non-rational aspects of the process. The

environment which the consumer operates in, including the nature of the market place for

goods and services, also needs to be considered. To understand how customers obtain

information and make decisions about the product/services at Snap Fitness. To perceive

how opinions and attitudes are formed and changed at Snap Fitness.

Student signature

Approved or disapproved if it is disapproved, the reason for revision

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Guide’s signature with date

Research coordinator’s signature with date

A Study on

“Customer Behavior at Snap Fitness.”

Submitted to

BANGALORE UNIVERSITY

For the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

Prafulla Deori(11KXCMA040)

UNDER THE GUIDENCE OF

Prof. Smita Gaikwad

SURANA COLLEGE PG CENTRE

Academic Year: 2012-2013

SURANA COLLEGE,

CENTRE FOR POST GRADUATE STUDIES

CA-17, Kengeri Satellite Town, Bangalore-60

SYNOPSIS

TITLE

A Study on Customer Behaviors at “Snap Fitness”.

INTRODUCTION

Customer behavior is an integral part of our daily lives. The psychological and

social processes involved in buying and consuming goods and services form the

subject matter of this text. The objective positivist approach to studying cause and

effect in consumer behavior (as in any other kind of behavior), will be combined

with the interpretive emphasis on trying to understand the emotional, non-rational

aspects of the process. The environment which the consumer operates in, including

the nature of the market place for goods and services, also needs to be considered.

Finally, the change from a production orientation to a marketing concept has been

instrumental in fostering the study of consumer behavior over recent decades.

Snap Fitness, based in the Minneapolis suburb of Chanhassen, MN, is a fast-

growing franchisor of compact, state-of-the-art 24/7 fitness centres worldwide. We

offer franchisees a proven, affordable business model that enables absentee

ownership, and we provide members a fast, convenient and affordable workout

alternative to oversized, overpriced and overcrowded health clubs. Our facilities

feature 24/7 access, cardio and strength-training equipment that set industry

standards, value-add fitness services not available at comparable clubs and safe,

secure environment. Our progressive, member-friendly policies include the

elimination of contracts (members pay month-to-month), the ability to freeze

memberships for up to three months annually and freedom to use any Snap Fitness

club in North America.

PROBLEM STATEMENT

The customers of the Snap Fitness are from different race, religion, locality &

culture.

Every Customer has different behavior according to different race, religion,

locality& culture. So it is very difficult to understand each and every customer

behavior.

To understand the satisfaction level of the customer is very much difficult to

analyze.

OBJECTIVE OF THE STUDY

1. To understand how customers obtain information and make decisions.

2. To perceive how opinions and attitudes are formed and changed.

3. To apply concepts from consumer behavior to the development and

management of an effective marketing programs.

4. To understand the buying behavior of the product and services & understand

the satisfaction level of the customers of the product.

5. To study the behavior of the customer.

METHODOLOGY

A methodology is usually a guideline system for solving a problem, with specific

components such as phases, tasks, methods, techniques and tools. 

TYPE OF RESEARCH

The study conducted here is exploratory cum descriptive.

DATA COLLECTION

Data collection is any process of preparing and collecting data, for example, as part

of a process improvement or similar project

SOURCE AND TOOLS OF DATA COLLECTION

PRIMARY DATA

Primary Data are those which are collected afresh and for first time. I had used

many tools like observation method, interview method & questionnaire.

SOURCES/TOOLS USED

1. Observation Method.

2. Interview Method.

3. Questionnaire.

SECONDARY DATA

Secondary data is data collected by someone other than the user. Common sources

of secondary data for social science include censuses, organizational records and

data collected through qualitative methodologies or qualitative research.

1. Books.

2. Annual Reports of the Company.

3. Journals & Magazines.

4. Websites.

SAMPLING METHOD

Convenient sampling method will be used to select the sample units for the study

as the questionnaire and the structured interview schedules will be given to the

Snap Fitness. Clients based on their easy availability and accessibility. Convenient

sampling is suitable for small studies as it does not consume mush time and is cost

effective as well.

SAMPLING UNIT

The Customers of Snap Fitness will be taken as sampling units for the study.

SAMPLE SIZE

The sample size considered for the study is 100.

DATA ANALYSIS

Various statistical tools are used, such as ANOVA & Chi-Square Method to

analyze the data. SPSS software is also use to draw the graphical representation.

LIMITATIONS

1. Social and Cultural Influences can be considered as one of the major

limitation of the study of customer behavior.

2. Time constraint is unavoidable limitation of my study.

3. As no work has been done earlier in this regard so scarcity of secondary data

is also there.

4. Inadequate disclosure of information is also the problem.

CHAPTER SCHEME

Chapter: 1

Introduction

This chapter gives a brief introduction to the study of customer behavior at Snap

Fitness. In this chapter I will come across various behavior of our customer in

buying the product/services of the company and the factors affecting in the buying

behavior of the customer.

Chapter: 2

Review of Literature and Research Design

This chapter provides the statement of the problem, objectives, scope,

methodology used for project and limitations of the study. In this chapter, firstly I

will describe the hypothesis for our study and I will prepare a questionnaire

according to the requirement of our study and I will be using various tools Chi-

Square, ANOVA, Co-relation& Regression. I will be using SPSS software to

analyze the data collected from questionnaire method.

Chapter: 3

Profile of the Industry

This chapter provides the meaning and nature of industry and working

environment of the company. SNAP Fitness is a service based company and it

deals in providing fitness solution to all its customers. Snap Fitness gives services

in 1200 locations and it gives its services 24X7. Snap Fitness operates through

franchising.

Chapter: 4

Data Analysis and Interpretation

This chapter analyzes the data collected and draws inference on the same. Data’s

are being collected through questionnaire method and analyze using SPSS

software. And various tools & techniques are also used, like ANOVA, Chi-Square,

Co-relation & Regression. Any one of the technique will be used according to the

requirement of our study. And finally interpretation is done from the result which

we had got.

Chapter: 5

Summary of Findings, Conclusions & Recommendations

This chapter summarizes the findings of the problem in the company “Snap

Fitness” on customer behavior. I will conclude this research or internship by giving

recommendations to the company.

DURATION OF THE PROJECT

The duration of the project will be 5-6 Weeks.

Student Signature Guide Signature