SYMBIOSIS INSTITUTE OF INTERNATIONAL BUSINESS

Symbiosis Infotech Campus, Rajiv Gandhi Infotech Park, Hinjewadi, Pune-411057

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

Prepared By: Bhargab Das 25876

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...........................................................8 Respondent.....................................................10 Survey Technique.........................................................................................................................November-2009 Table of Contents Table of Contents....................................... 5 Operational Definitions............................................. 8 Secondary Data........................................................ 4 Importance of doing the project to the Project Manager in today’s environment in terms of decisions he is likely to take based on this project..................................................... 6 Factors influencing the respondents.......................................................................................................................................................................................... 8 Exploratory studies proposed to be undertaken............................................................. 2 Managerial Brief:........................7 Monthly Expenditure....................................................................................................................................................................................................................................................................................................................................................................15 2 ......10 Data Variables...........................11 Questionnaire...............................................................................................4 Objective:.....8 Focus Group...................6 Monthly Income........6 Fitness Club:............................................................................................................................................................................14 Introductory Statement....................................................14 Classificatory Questions................................................................... 6 Fitness activities : .............................................................................................6 Fitness ..... 5 Scope........................... 8 Pune City.......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................9 Data Collection Design............10 Classificatory Variables....................9 Expert interview...................15 Data Collection Questions (Knowledge)................................................................................................ .....................................

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It is growing at a compounded annual growth rate of 15 per cent. respectively This research will help the manager to understand the various factors taken into consideration by the target respondents before selecting a fitness club. Up market club in this category have a penetration of a mere 0. As a result. 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. the fitness club business is booming. There is hardly any physical activity involved in the workplace or at home due to mechanization. Due to hectic work schedules. work-related pressures and changing lifestyles. the health of people is adversely affected.Managerial Brief: Our client is a Marketing Manager of an organization who is interested in establishing a fitness club in Pune.600.1 per cent. Stress. The average annual spend on health and fitness by individuals is approximately Rs 2. hypertension. 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 today’s environment in terms of decisions he is likely to take based on this project. heart disease. The spend break-up for men and women is 70:30. Some important facts about the health and fitness industry in India : • • • • • The Health and fitness market in India is estimated at around Rs 2900 crore. Fitness club business is becoming popular nowadays as more people are becoming conscious about their health. 4 . People are realizing that exercise. proper nutrition and relaxation are the keys to good health. cancer and obesity related diseases are becoming common Due to lack of time.

To find out the various activities undertaken by target respondents in keeping themselves fit. the respondents would be: • Men/women aged 35 years and above 5 .acefitness.com/swa546041-How-To-Pick-Your-Fitness-Gym. http://searchwarp.  What should be the fee structure? Source: I.org/media/media_display.aspx? NewsID=277&DCMP=BAC-GetFit2008Trends II. http://www.fitnesshealthzone. To determine the factors influencing the respondents to join a fitness club.http://www.htm Objective:1. Decisions that can be taken by the manager by the help of the research: What all services the fitness club should provide. To determine the monthly expenditure on fitness activities Scope For the purpose of this research. 3.com/?s=age&x=33&y=8 IV.The manager will also get to know the amount of money respondents are willing to pay for different services availed in the fitness club. 2.  The different needs and wants of different age group  The different needs and wants of male/female respondents.com/india/news/kithealthfitness-industryin-india/349198/ III.business-standard.http://www. The project will also help manager to decide whether he should go for a unisex gym or gender specific gym.

weight loss/weight gain .for socializing. for business network. for preventive/curative. evening. Fitness Club: A place where various fitness activities can be performed. which they think. night) 6 . The Reasons : Why the respondents want to join the fitness clubfor fitness . This inturn will give them the benefit of physical and/or mental well being. The Place : The location or area of the fitness club The Timing : The part of the day when the activities can be performed (Morning. afternoon. Operational Definitions Fitness Perception of being physically and mentally fit. Before marriage/after marriage ii. Fitness activities : Any activity performed by the respondents. will increase their fitness level. Factors influencing the respondents i.• • Residing within the municipal limits of Pune City Having a monthly income of atleast Rs 25000/.pm. iii.

Group activities like BodyPump . Spa/ Steam bath /sauna i. Pilates l. Ambiance n. Health bars(juice /salad bars) k. Yoga/Meditation d. kick boxing m. Under Guidance or without Guidance – Guidance. Equipments f. c. Air conditioning vii. Recreational activities j. Strength Training v. Facilities –The facilities could be: a. The Duration: The time period for which the activity can be performed.iv. Swimming e. Cardio Vascular Training b. vi. 7 .Activities performed under the guidance of Fitness trainer Without Guidance. Massage h. Personal Trainer g. The Frequency per week : number of days the fitness club can be used. Monthly Income The amount of money earned by individual in a month. Music o. group dance .Activities performed without the guidance of Fitness trainer.

It will help to find out the various factors which influence the selected group of people to join a fitness club. why they think these activities will keep them fit. 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. 8 . their usage and their expenditure . The main agenda for the discussion will be why they have not ever joined a fitness club. The group will have equal representation from the three age groups i.e. their expectation from the fitness club. 35-45 years. This will help to gain a fair idea about the characteristics of the respondents for the research.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). It is proposed to conduct four focus groups. 45-60 years and above 60 years. (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.

Golds Gym. It help in gaining further insights into the research by comparing the findings with the previous researches. what other facilities they want to be included in the club. industry publications and other research projects undertaken on the same subject. 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. Expert interview Expert interview will be conducted with someone from the fitness industry to know what is actually happening in the market. case studies. Again the group will have equal representation from the three age groups i.e. The main agenda for the discussion will be to know the expectation of the user of fitness club from it . 35-45 years.have their expectations actually met. as well as help in establishing the data needs that’ll ultimately lead to the questionnaire formulation. 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? 9 . Secondary Data Secondary data will be collected for from all possible sources such as internet websites. related articles. 45-60 years and above 60 years. Aundh and Vihang Iskande. Manoj Chandrakant Dhawade. Head Operations.(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. Mr.

Source :http://www.pdf 2.diversity of questions and high response rate Data Collection Format Classificatory Variables 1. This survey method is selected because of the high flexibility of data collection . Gender Male Female 10 .informz.net/acsm/data/images/worldwidetrends.” (ii) Those in the age group of 35-45 account for about 40% of the fitness market. Age 35-45 years 45-55 years Above 55 years Secondary Data: (i) “Retired people typically have greater discretionary money but have a tendency to spend it wisely.Occupation of these age group Males and females Data Collection Design Survey Technique The survey method proposed for this research is Mall Intercept Interview . Health and fitness professionals can take advantage of the growing population of retired individuals by providing age-appropriate exercise programs.

please specify ___________ If Yes for above question Example (ii): Where do you perform physical activities? Multiple choice and open ended (No probe. 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.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 .absfitness. please specify ___________ 11 .in/Html/AbsForHer. no prompt) Fitness Club Home Park If any other. no prompt) Fitness Club Sports Yoga Jogging Workout at home If any other.htm Data Variables 1. Source: http://www. With reference to the first objective.

Agree. Neutral.60 mins 60 – 90 mins 90 mins and above Example (vii): In a week. multiple choice Below 30 mins 30. please specify ___________ Example (v): Do you think joining a fitness club will help you to become more fit? Five Point Likert Scale: Strongly Agree. Disagree. multiple choice Morning Evening Afternoon 12 . no prompt) To be fit Medical reasons Recreation If any other. how frequently do you perform physical activities? Close ended.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. multiple choice Less than once Between 1 to 3 times More than 3 times Example (viii): When do you perform physical activities? Close ended. Strongly Disagree Example (vi): How long do you perform physical activities? Close ended.

multiple choice Every Day Often Sometimes Rarely 13 . no prompt) Good Trainers Sophisticated Equipments Cardio Vascular Training Strength Training If any other. 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. With reference to the second objective.Whenever get time 2. please specify __________ Example (iii): How frequently do you go to the fitness club? Close ended.

3000 More than Rs. what is your expenditure on fitness club. Then attitude and sensitive questions will follow. Monthly expenditure on fitness Example (i): In a typical Month. With reference to the third objective.3. which will be followed by some memory taxing questions. Close ended. Data Collection Questions (Attitude and Knowledge) The questionnaire will start with multiple choice questions. Introductory Statement 2. 1000 – Rs. I am pursuing MBA from Symbiosis Institute of International Business. The purpose of the survey shall be communicated to the respondents. We are conducting a market research on the fitness activities being undertaken by the residents of Pune. Monthly income b. I would really appreciate if you could spare about ten minutes to answer a few questions that we have? This research will help us in our academics and also in gaining practical experience of marketing research. 3000 The information will be collected using a non disguised questionnaire format. Classificatory Questions 3. 1000 Rs. The questionnaire will be divided in the following parts: 1. Questionnaire Introductory Statement Good Morning/Afternoon/Evening Sir/Madam. multiple choice Less than Rs. the information needs are: a. 14 .

If any other. 55 yrs and above Justification (Questions 2-3): These questions are the classificatory needs. 45-55 yrs c. Fitness Club b. please specify ___________ Justification: This question is asked to introduce the subject to the respondent and also to know the various activities being performed by the respondent. Sports c. Why do you perform physical activities? a. Jogging e. Where do you perform physical activities? a. Workout at home f. The information will help the manager to know his target market better which will further help him to decide if he should go for a unisex fitness centre or a gender specific fitness centre. If Yes for above question 2. Data Collection Questions (Knowledge) 1. Which age category do you fall into? a. Home c. 35-45 yrs b. Fitness Club b. If any other. To be fit 15 . Park d. 3. Name of the respondent: Gender: Email Id (If Any): 2. Yoga d. What kind of activity do you perform to keep yourself fit? a.Classificatory Questions 1. please specify ___________ Justification: This question is asked to know the percentage of respondents availing Fitness club facilities.

Below 30 mins b. please specify ___________ Justification: This question is asked to know the reason behind performing fitness activities. 4. 6. Less than once b.60 mins c. If any other. d. This will help the manager to decide upon the facilities which he should include in his fitness centre. In a week. c. Recreation d. Do you think joining a fitness club will help you to become more fit? a. Whenever get time 7. b. 60 – 90 mins d. Medical reasons c. Between 1 to 3 times c. More than 3 times Justification(Questions 4 -5): This question is asked to know the how much time the respondents spend on fitness club. Morning b. Evening c. When do you perform physical activities? a. Afternoon d.b. How long do you perform physical activities? a. how frequently do you perform physical activities? a. Do you want to join a fitness club ? 16 . Strongly Agree Agree Neutral Disagree 8. 90 mins and above 5. 30.

No c. 3000 c. 1000 b. 3000 17 . Never thought 9.a. Rs. If any other. Sophisticated Equipments c. 1000 – Rs. what is your expenditure on fitness club. a. Good Trainers b. Cardio Vascular Training d. In a typical Month. please specify __________ 10. What all facilities you will look for in a fitness club? a. Less than Rs. More than Rs. Strength Training e. Yes b.

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