BEHAVIOR AND PREFERENCES OF

PEOPLE OF BENGALURU TOWARDS

SPORTS AND ACTIVITY CENTERS

Summer Internship Project Report

Submitted in partial fulfilment of the requirements for the degree

of

Master of Business Administration

by

SIDDHARTH BHATNAGAR

175024SM029

SCHOOL OF MANAGEMENT
NATIONAL INSTITUTE OF TECHNOLOGY KARNATAKA
SURATHKAL, MANGALORE - 575025
NOVEMBER 2018
 DECLARATION

I hereby declare that the Summer Internship Project entitled “Behavior and preferences of
people of Bengaluru towards sports and activity centers”, which is being submitted to the
National Institute of Technology Karnataka Surathkal, in partial fulfillment of the
requirements for the award of the Degree of Master of Business Administration in School of
Management is a bonafide report of the work carried out by me. The material contained in
this Report has not been submitted to any University or Institution for the award of any
degree.

175024SM029, Siddharth Bhatnagar

(Register Number, Name & Signature of the Student)

School of Management

i
 CERTIFICATE

This is to certify that the Summer Internship Project entitled “Behavior and preferences of
people of Bengaluru towards sports and activity centers”, submitted by Siddharth
Bhatnagar, (Register Number: 175024SM029) as the record of the work carried out by him, is
accepted as the Summer Internship Project Report submission in partial fulfillment of the
requirements for the award of degree of Master of Business Administration in School of
Management.

External Guide Internal Guide

Dr. Rashmi Uchil
(Name & Signature with Date & Seal) (Name & Signature with Date & Seal)

Chairman-DPGC

(Signature with Date and Seal)

ii
 ACKNOWLEDGEMENT

I am highly indebted to Dr. Rashmi Uchil for her able guidance and support to work on this
captivating project “Behavior and preferences of people of Bengaluru towards sports and
activity centers.” Her constant supervision and help played a key role in the successful
completion of this project.

I would like to express my special gratitude and thanks to my mentor and manager during the
internship, Mr. Jeswanth Pavithran for providing valuable and timely inputs in developing the
project and also for guiding me through the finest possible details, I thank Mr. Madhusudhan
and Mrs. Swetha for giving me the chance to work at Arokee Online Solutions Pvt. Ltd.

I would also like to express my sincere gratitude to all participants of the survey for their
support and guidance during the conduct of the project.

My thanks and appreciations also go to my colleagues and people who have willingly helped
me out with their abilities in the successful completion of this Summer Internship report.

Siddharth Bhatnagar

iii
 ABSTRACT

With the increase in the involvement of technology in daily lives, the time for other mental
and physical activities such as sports, fine arts etc. has seen a decline. Bengaluru, India's IT
hub has a population of 1.23 crores with people belonging to different age and income groups
such as: Low, Mid and High Income Group. People realizing the importance of sports and
other forms of mental learnings surely want to get involved in such activities but due to the
tight daily schedules they just miss out. There surely is a need for a web based portal which
can cater to the activity related needs of the people of Bengaluru and for finding out the
aspects related to the preference and behaviors of the consumers, a market research was
important to carry out. The survey was done and responses from 104 people from Bengaluru
were collected and analyzed. The analysis revealed some of the important relationships and
pointers which were very decisive in development of a product. The product's name is
'Activestreet' which will be available on both web and mobile app forms. The analysis was
done using chi-square method with the help of IBM SPSS software. Four demographics
namely: gender, age, monthly household income and marital status were considered for the
segregation of the population and also for finding out the impact of each demographic on the
behavior and preferences towards the sports and activity centers and the relationships and
outcomes were critically analyzed for reality validation.

iv
 CONTENTS

Particulars Page No.

Declaration i
Certificate ii
Acknowledgement iii
Abstract iv
List of Tables & Figures vi
Chapter-1: Introduction 1
1.1 Research Question 3
1.2 Investigative Questions 3
1.3 Research Objective 3
1.4 Hypothesis 4
1.5 Limitations 4
Chapter-2: Literature Review 5
Chapter-3: Research Methodology 8
3.1 Method 8
3.1.1 Data 8
3.1.2 Reasoning 8
3.1.3 Research Instrument 9
3.2 Sampling Design 9
3.3 Sample Size Calculations 9
3.4 Questionnaire Design 10
3.5 Analytical Methods and Software used 10
Chapter-4: Data Analysis & Interpretation 11
4.1 Demographic Presentation 11
4.2 Content Analysis 18
4.3 Hypothesis Testing 19
4.4 Findings 23
Chapter-5: Conclusion 25
References
Appendix A
Appendix B

v
 LIST OF TABLES & FIGURES

Table/Figure Number and Name Page Number

Table 2.1: Important findings of Literature Review 7

Table 4.2.1: Keyword(s) contained in the responses for Sports/Activities 18

Table 4.2.2: Theme(s) contained in the responses for Activity Center 18

Attributes

Table 4.3.1: Null Hypothesis Test between behaviors and preferences 19

of the people and Gender

Table 4.3.2: Null Hypothesis Test between behaviors and preferences 20

of the people and Age

Table 4.3.3: Null Hypothesis Test between behaviors and preferences 21

of the people and Monthly Income

Table 4.3.4: Null Hypothesis Test between behaviors and preferences 22

of the people and Marital Status

Fig. 4.1.1: Demographic Presentation 12

Fig. 4.1.2: Interest 12

Fig. 4.1.3: Past Enrollment 13

Fig. 4.1.4: Commuting 13

Fig. 4.1.5: Visit Frequency 14

Fig. 4.1.6: Interest in Membership(s) 14

Fig. 4.1.7: Professional Training 15

Fig. 4.1.8: Interest in Training Camp Enrollment 15

Fig. 4.1.9: Medium of Search 16

Fig. 4.1.10: Use of listing portals 16

Fig. 4.1.11: Usefulness of Portals 17

Fig. 4.1.12: Information Sufficiency 17

vi
 Chapter-1

INTRODUCTION

There haven’t been much studies on behaviors and preferences of the people of
Bengaluru towards sports and activity centers. In a similar fashion, there are not many
products and services in the market to cater the sports and activity needs of the Bengaluru
population. As part of Summer Internship Project, the research project on the above topic
was done at Arokee Online Solutions Pvt. Ltd. where with the finest bunch of
professionals from their respective departments, the research regarding such a product
based on the consumer behavior and preferences was carried out. Arokee Online
Solutions Pvt. Ltd.[1] is a thriving start-up based in Bengaluru with expertise in UI/UX
Design, Website Development, Mobile App Development, eCommerce Development and
Digital Marketing and have clientele in India, Middle East, Western Europe and US. The
product named Activestreet is an online listing portal available on the web as well as a
mobile application with many first-in-class features. The internship project lasted for 9
weeks from May 7th, 2018 to July 7th, 2018 and was rewarding in many sense as it helped
in acquiring lot of new skills and in honing the existing skillset in the domains of
marketing and operations. The major set of tasks performed from different domains
during the Internship are listed and elaborated below:

Market Research
A survey of 104 respondents was conducted regarding the behavior and preferences of the
people of Bengaluru towards sports and activity centers, the data was collected, processed
and analyzed in order to reach to certain findings and conclusions.

Marketing Strategies
The results of the market research laid the foundation of strategizing marketing
campaigns for the upcoming product including offline, online, ATL and BTL marketing.
The extensive marketing plan was drafted and the channels of propagation were identified
to convey the brand, content strategy for the blog and community was also set-up.

1
Design and Functionality
Constant inter departmental communication was necessary in order to direct the designing
and technical team towards the perfect user experience of the product both on the web
and mobile app, as per the preferences found out of the survey.

Policy Making
For a product to be launched, it must be compliant to the different policies and also for
defining the liability of the usage. Different policies pertaining to these aspects such as
the Terms of Usage, Privacy Policy and Cancellation and Refund Policy were drafted in
collaboration with the Operations department.

Public Relations
As part of the internship, had the privilege of meeting some of the existing clients of the
company and tried to identify the factors which are instrumental in their association with
the company. Meetings with other business owners who could be potential partners were
also attended keeping the very factors in mind which were learned in the early stages.

Business Development
Interaction with the facility centers with the aim of getting them onboard for listing their
activity centers was also done in order to develop more and more business for the
company and hence bridging the gap between people of Bengaluru and the business
owners. This task also included travelling to the different facilitates with added of
objective of identification of problems that the businesses face.

As mentioned above, the market research was the major task performed during the
internship and the description of introduction to the research, the review of literature,
methodology employed and analysis of the data are covered in the following parts of the
report:

2
1.1 Research Question

What are the behaviors and preferences of the people of Bengaluru towards sports and
activity centers?

1.2 Investigative Questions

1. What is the relationship between gender and the behaviors and preferences of the
people of Bengaluru towards sports and activity centers?
2. How age is related with the behaviors and preferences of the people of Bengaluru
towards sports and activity centers?
3. What is the relationship between Monthly Household Income and the behaviors
and preferences of the people of Bengaluru towards sports and activity centers?
4. How Marital Status is related with the behaviors and preferences of the people of
Bengaluru towards sports and activity centers?

1.3 Research Objectives

1. To determine the behaviors and preferences of the people of Bengaluru towards

sports and activity centers.
2. To determine the relationship between gender and the behaviors and preferences
of the people of Bengaluru towards sports and activity centers.
3. To understand the relationship between age and the behaviors and preferences of
the people of Bengaluru towards sports and activity centers.
4. To analyze the relationship between monthly household income and the
behaviors and preferences of the people of Bengaluru towards sports and
activity centers.
5. To understand the relationship between marital status and the behaviors and
preferences of the people of Bengaluru towards sports and activity centers.

3
1.4 Hypothesis

HO1: There is no significant relationship between gender and the behaviors and
preferences of the people of Bengaluru towards sports and activity centers.
HA1: There is significant relationship between gender and the behaviors and preferences
of the people of Bengaluru towards sports and activity centers.

HO2: There is no significant relationship between age and the behaviors and preferences
of the people of Bengaluru towards sports and activity centers.
HA2: There is significant relationship between age and the behaviors and preferences of
the people of Bengaluru towards sports and activity centers.

HO3: There is no significant relationship between monthly household income and the
behaviors and preferences of the people of Bengaluru towards sports and activity centers.
HA3: There is significant relationship between monthly household income and the
behaviors and preferences of the people of Bengaluru towards sports and activity centers.

HO4: There is no significant relationship between marital status and the behaviors and
preferences of the people of Bengaluru towards sports and activity centers.
HA4: There is significant relationship between marital status and the behaviors and
preferences of the people of Bengaluru towards sports and activity centers.

1.5 Limitations

1. The nature of the study is of snapshot study and was only carried out for a short
span of time.

4
 Chapter-2

LITERATURE REVIEW

The aim of the research is to study the behaviors and preferences of the people of
Bengaluru towards sports and activity centers. The research utilized a more holistic
measure of the relevant parameters that are dominant in affecting behaviors and
preferences of the people of Bengaluru.

In this study, four hypotheses were developed to examine the relationship between
variables and the determination of the behaviors and preferences of the people of
Bengaluru towards sports and activity centers. Srivastava & Tiwari[2] stated that consumer
behavior refers to the study of buying tendencies of consumers and it is really important
for marketers to understand what prompts a consumer to purchase a particular product
and what stops him from buying and Ford et al.[3] add that it encompasses a series of
event in which the conditions of one time period are the primary determinants of
the considerations and activities of the next time period.

Proctor et al.[4] deduced that the principal aim of consumer behavior analysis is to explain
why consumers act in particular ways under certain circumstances while Verma &
Khandelwal[5] found out that the consumer preferences are dependent upon culture,
education, and individual tastes, among a plethora of other factors; Ubeja & Jain[6] added
that consumer preference indicates choices among neutral or more valued options
available.

Williams & Plouffe[7] inferred that systematic analysis of the knowledge development
status of consumer behavior field is critical in ensuring its future growth while Sattari[8]
concluded that content analysis systematically evaluates the symbolic content of all forms
of recorded communications. Hanington, B.[9] explains that how Gutenberg diagram
provides compelling evidence of how a reader’s eyes follow a natural “gravity”, when
reading homogenous compositions.

5
The design and user experience of the website and mobile application also needed to be
addressed in order to deliver the best possible end product to the consumers in accordance
with their behaviors and preferences. Hu and Wu[10] stated that factors like the website
look and feel and the brand name of the company are also considered by the consumers
during the pre-purchase research. Li & Zhang[14] concluded that website quality also
influences the customer satisfaction directly while Elliott & Speck added that two-thirds
of e-shoppers indicate that they will not shop on a poorly designed web site, Hodakova &
Nemathova (2010) deduced that there is a significant link between online ads and website
traffic.

6
 Table 2.1: Important findings of Literature Review

S. No. Author(s) Year Key Findings

Consumer Behaviour refers to the study of buying
tendencies of consumers.
1. Srivastava & Tiwari[2] 2014 It is really important for marketers to understand
what prompts a consumer to purchase a particular
product and what stops him from buying.
Consumer behaviour encompasses a series of
event in which the conditions of one time
2. Ford et al.[3] 1975 period are the primary determinants of the
considerations and activities of the next time
period.
The principal aim of consumer behaviour analysis
3. Proctor et al.[4] 1982 is to explain why consumers act in particular ways
under certain circumstances.
Systematic analysis of the knowledge development
4. Williams & Plouffe[7] 2007 status of consumer behaviour field is critical in
ensuring its future growth.
Content analysis systematically evaluates the
5. Sattari[8] 2012 symbolic content of all forms of recorded
communications.
Psychological consequences are the strongest
6. Soonhong Min et al.[11] 2012 predictor of purchase frequency followed by
functional consequences.
There is a positive relationship between
commitment to a social network online community
7. Park & Cho[12] 2012
and information seeking behaviour at the
community.
Gutenberg diagram provides compelling evidence
of how a reader’s eyes follow a natural “gravity”,
8. Hanington, B. [9] 2006
from the upper left corner of the page, to the lower
right, when reading homogenous compositions.
Consumer preferences are dependent upon culture,
9. Verma & Khandelwal[5] 2011 education, and individual tastes, among a plethora
of other factors.
Consumer Preference indicates choices among
10. Ubeja & Jain[6] 2013
neutral or more valued options available.
Website quality also influences the customer
11. Li & Zhang[14] 2002
satisfaction directly.
There is a significant link between online ads and
12. Hodakova & Nemathova 2010
website traffic.
Factors like the website look and feel and the brand
13. Ho & Wu[10] 1999
name of the company are also considered.
Two-thirds of e-shoppers indicate that they will not
14. Elliott & Speck[13] 1997
shop on a poorly designed web site.

7
 Chapter-3

RESEARCH METHODOLOGY

3.1 Method

To study the behaviors and preferences of the people of Bengaluru towards sports and
activity centers, mixed approach was used which included both exploratory and inductive
reasoning in order to accumulate background information on the given topic to filter the
research questions. The identification of the information which is to be used along the
sample to derive the response and their analysis, investigative questions were formulated.

3.1.1 Data

Primary Data:
Survey data gathered from questionnaire is used as the primary source of data.
Secondary Data:
The various scholarly journals & research articles were used as the secondary source of
data, a report on Cities of future: Bangalore by PwC[15] was used to acquire demographic
data and the categorization of the population on the basis of monthly household income
into different income groups. Statista[16] was used to gather data on the behavior,
preferences and profiling of the population and other statistical data as well.

3.1.2 Reasoning

Inductive and exploratory reasoning was employed because it satisfies the exploratory
nature of the research.

8
3.1.3 Research Instrument

A study is conducted on the sample population using a self-framed questionnaire which is

forwarded to the respondents through the web-link.
The steps used to conduct the survey include:
 Defining the objective of the survey
 Determining the sampling group
 Preparing the questionnaire
 Registering the responses
 Data analysis

3.2 Sampling Design

Sampling is selecting some elements in a population and drawing conclusion about the
entire population. Population is the total collection of elements about which we wish to
make some references. Snowball sampling is used in the study of the population as it is a
non-probability sampling technique where respondents are selected as per the
accessibility and proximity. The population involved is very large in number it’s clear
that individual interaction in impossible to carry out. Snowball sampling being very fast,
inexpensive is the most relevant choice for sampling design.

3.3 Sample Size Calculation

The Population (Population of India) is N = 12300000

Confidence Interval (e) = 6%
Sample proportion (p) = 0.5
q = 1-p = 0.5
Confidence Level = 95%
Z-Score = 1.96
Formula to calculate Sample Size for larger or infinite population;
S = (Z2 *p*q) / e2 and Sample Size (n) = S / [1 + (S - 1/N)]

9
3.4 Questionnaire Design

The questionnaire has been thoughtfully designed keeping the research objectives in
mind. It consists of 17 questions in total; out of which 4 are demographic, 11 are intended
to capture data at all the levels (Nominal, Ordinal, Interval and Ratio) and 2 questions are
open ended to capture the qualitative data.
The questionnaire was kept as concise as possible to get the maximum reliable responses.
The questionnaire consists of the following kinds of questions and scales:
 Demographics
 Likert Agreement Scale
 Open Ended Questions
 Multiple Choice Single Response

3.5 Analytical Methods and Software used

For the analysis, 104 responses were collected on an unbiased basis from people of
different parts of Municipal Corporation of Bengaluru. Quantitative Analysis was done
with the help of IBM SPSS Analysis 25 and Microsoft Excel 2013; Google Docs, Google
Sheets, Microsoft Office 2013 and Tableau 2018.2 were used to generate useful graphs
for data visualization. Hypothesis testing was done by chi-square method using the IBM
SPSS Analysis 25 software. Content Analysis was used for Qualitative Analysis of the
open ended responses, the frequency of the occurrence of different keywords was counted
and analyzed. Since the aim was to determine whether there is a significant association
between the two categorical variables from a single population or not, Chi-Square
analysis was the most appropriate choice as per the type of data. Correlation, also being a
crosstab data analytics method was not used because the data level measurement was also
from other levels apart from interval and ratio. There were no relevant findings that could
have been achieved by the usage of ANOVA, as variance is not an impacting parameter
for the study.

10
 Chapter-4

DATA ANALYSIS & INTERPRETATION

This chapter consists of the visualization, analysis and interpretation of 104 responses received
from the participating set of people. The presentation on the demographic data, the responses
to the questionnaire, content analysis, hypothesis etc. is illustrated using relevant graphs.

4.1 Demographic Presentation

The total samples collected from population are 104, representation of different demographics:
Gender, Age, Monthly Household Income and Marital Status is shown in Fig 4.1.1.

For ease of understanding each element is being assigned a different shade and the different
shades of a color denotes the major 4 demographics namely Gender, Age, Monthly Household
Income and Marital Status. Keeping in mind the relevance of the count for each of the
demographic, the corresponding sectors of the doughnut chart are labelled with the count that
the respective demographic is having. The green color and its shades provide an insight on the
monthly household income, the orange shade on the age, yellow on the gender and blue on the
marital status of the respondents. The visualization elements helps in understanding the
demographics of the participating respondents in a much more efficient way. The use of
concentric doughnut graphs present all the relevant information in a single clustered visual
element, thus deleting the need of referring to other elements for the search of required
information. While reading the graph, the darker shades should be the initial point of reference
followed by the lighter shades towards the left. The count for every segment is listed in the
graph as a label and can be used to draw inferences, if required.

11
 Fig. 4.1.1: Demographic Presentation

As seen in Fig. 4.1.2, 42 respondents are interested in learning multiple activities including
sports, art, languages and technologies.

Interest
45 42
40
35
30
25 20
20 15
15 12 11
10 4
5
0

Fig. 4.1.2: Interest

12
Of all the respondents, 72 have never attended or enrolled in any activity centers and are totally
unaware about the experience. This is given in Fig. 4.1.3

Past Enrollment
80 72
70
60
50
40 32
30
20
10
0
No Yes

Fig. 4.1.3: Past Enrollment

From the Fig. 4.1.4 it is clear that a majority of the respondents (88) prefer to only commute
between 0-4 kms from their home in order to visit the activity centers and the count keeps on
decreasing as the distance range increases.

Commuting
100
88
90
80
70
60
50
40
30
20 13
10 3
0
0-4 kms 5-9 kms over 9 kms

Fig. 4.1.4: Commuting

From the Fig. 4.1.5 we can see that 39 of the total respondents doesn’t often visit the activity
centers as they either never visit them or they visit less than once a month. Rest of the
respondents visiting habits are very evenly distributed as shown in Fig. 4.1.5

13
 Visit Frequency
45
39
40
35
30
25
20
15
15 13
10 9 10
10 8

5
0
Every day Weekends A few times About once A few times Once a Less than
only a week a week a month month once a
month

Fig. 4.1.5: Visit Frequency

For the question related to Interest in membership(s) 45 respondents preferred no to take up

any memberships which implies that they have a preference for Pay-and-Use business model.

Interest in Membership(s)
50 45
45
40
35
30
25 20
20 16
15 10
10 6 7
5
0
Not Interested, 1 Interested, 3 Interested, 6 Interested, 12 Interested,
Interested month months months months more than 12
months

Fig. 4.1.6: Interest in Membership(s)

37 of the total respondents indicated that they’re interested in enrolling themselves in

professional training offered by the activity centers and their motivation is self-improvement.

14
 Professional Training
40 37
35 31
30
25
20 18 18
15
10
5
0
Not Interested Interested, Hobby Interested, Interested, Self
Profession Improvement

Fig. 4.1.7: Professional Training

From Fig. 4.1.8 it is evident that majority of the respondents (79) want to enroll themselves in
training camps/ summer camps as these camps are short term in nature.

Interest in Training Camp Enrollment

100
79
80

60

40
25
20

0
No Yes

Fig. 4.1.8: Interest in Training Camp Enrollment

From the Fig. 4.1.9 it is clear that majority of the respondents (79) search for the activity and
sports centers by the medium of internet search.

15
 Medium of Search
90
79
80
70
60
50
40
30
19
20
10 1 4 1
0
Internet Search Listing Portals Offline Word of Mouth All the above
Advertisements

Fig. 4.1.9: Medium of Search

From the Fig. 4.1.10 shows that 58 respondents don’t use any type of listing portals in finding
businesses near them while 46 respondents choose to use listing portals for the same.

Use of listing portals

70
58
60
50 46

40
30
20
10
0
No Yes

Fig. 4.1.10: Use of listing portals

From the Fig. 4.1.11 it can be inferred that majority of the respondents (70) think that the local
business listing portals are very useful in finding what they are searching for.

16
 Usefulness of Portals
80 70
70
60
50
40 34
30
20
10
0
No Yes

Fig. 4.1.11: Usefulness of Portals

From the Fig. 4.1.12 it is evident that 58 respondents find the information provided by the
listing portals about the businesses to be sufficient for making a decision while 46 doesn’t.

Information Sufficiency
70
58
60
50 46
40
30
20
10
0
No Yes

Fig. 4.1.12: Information Sufficiency

17
4.2 Content Analysis

Table 4.2.1: Keyword(s) contained in the responses for Sports/Activities.

(Total Responses=60)

Keyword(s) Frequency Percentage

Swimming 15 25%
Football 12 20%
Badminton 11 18%
Drawing and Painting 5 8%
Dance 5 8%
Cricket 4 7%
Tennis 4 7%
Latest Technology 4 7%
Guitar 4 7%
Basketball 3 5%
German 3 5%
Kannada 3 5%
French 3 5%
Spanish 2 3%

Table 4.2.1 shows the frequency of occurrence of the different keywords collected from 60
respondents of 104 who choose to tell their learning interests.

Table 4.2.2: Theme(s) contained in the responses for Activity Center Attributes.

(Total Responses=24)

Theme Frequency Percentage

Facility Visit 7 29%
Reviews 7 29%
Detailed Info. (Gears, Costumes, etc.) 6 25%
Coach Meeting 5 21%

Table 4.2.2 shows the frequency of occurrence of the different themes collected from the 24 of
104 respondents who choose to tell the attributes they seek before selecting an activity center.

18
4.3 Hypothesis Testing

The four hypotheses developed in the earlier stages were put to test with the help of chi-square
analysis. For this purpose, IBM SPSS Analysis 25 was used for analysis. To complete the
analysis, the four hypotheses were put to test with the different attributes i.e. impact of different
factors and their outputs are presented in the tables below:

Table 4.3.1: Null Hypothesis Test between behaviors and preferences of the people and Gender.

S. No. Factor df Chi-Square Table Null

Value Value Hypothesis

1. Interests 5 14.05 11.041 Rejected

2. Past Enrollment 1 0.362 3.841 Accepted

3. Commuting 2 2.039 5.991 Accepted

4. Frequency of Visit 6 3.654 12.592 Accepted

5. Interest in Membership(s) 5 3.048 11.041 Accepted

6. Professional training 3 3.19 7.815 Accepted

7. Training Camp 1 2.18 3.841 Accepted

8. Medium of search 4 3.476 9.488 Accepted

9. Use of listing portals 1 0.21 3.841 Accepted

10. Usefulness of portals 1 2.366 3.841 Accepted

11. Information Sufficiency 1 1.34 3.841 Accepted

*Significance Level=95% (α=0.05)

19
 Table 4.3.2: Null Hypothesis Test between behaviors and preferences of the people and Age.

S. No. Factor df Chi-Square Table Null

Value Value Hypothesis

1. Interests 20 20.171 31.41 Accepted

2. Past Enrollment 4 9.059 9.488 Accepted

3. Commuting 8 17.987 15.507 Rejected

4. Frequency of Visit 24 18.31 36.415 Accepted

5. Interest in Membership(s) 20 23.359 31.41 Accepted

6. Professional training 12 18.398 21.026 Accepted

7. Training Camp 16 3.654 9.488 Accepted

8. Medium of search 4 12.34 26.296 Accepted

9. Use of listing portals 4 2.663 9.488 Accepted

10. Usefulness of portals 4 5.575 9.488 Accepted

11. Information Sufficiency 4 2.331 9.488 Accepted

*Significance Level=95% (α=0.05)

20
 Table 4.3.3: Null Hypothesis Test between behaviors and preferences of the people and Monthly Income.

S. No. Factor df Chi-Square Table Null

Value Value Hypothesis

1. Interests 10 10.33 18.307 Accepted

2. Past Enrollment 2 7.764 5.991 Rejected

3. Commuting 4 0.835 9.488 Accepted

4. Frequency of Visit 12 8.299 21.026 Accepted

5. Interest in Membership(s) 10 16.13 18.307 Accepted

6. Professional training 6 6.763 12.592 Accepted

7. Training Camp 2 3.37 5.991 Accepted

8. Medium of search 8 9.822 15.507 Accepted

9. Use of listing portals 2 5.353 5.991 Accepted

10. Usefulness of portals 2 5.686 5.991 Accepted

11. Information Sufficiency 2 2.516 5.991 Accepted

*Significance Level=95% (α=0.05)

21
 Table 4.3.4: Null Hypothesis Test between behaviors and preferences of the people and Marital Status.

S. No. Factor df Chi-Square Table Null

Value Value Hypothesis

1. Interests 5 4.223 11.041 Accepted

2. Past Enrollment 1 1.82 3.841 Accepted

3. Commuting 2 0.788 5.991 Accepted

4. Frequency of Visit 6 4.993 12.592 Accepted

5. Interest in Membership(s) 5 11.022 11.041 Accepted

6. Professional training 3 1.098 7.815 Accepted

7. Training Camp 1 0.001 3.841 Accepted

8. Medium of search 4 2.73 9.488 Accepted

9. Use of listing portals 1 0.87 3.841 Accepted

10. Usefulness of portals 1 0.682 3.841 Accepted

11. Information Sufficiency 1 1.769 3.841 Accepted

*Significance Level=95% (α=0.05)

22
4.4 Findings

Table 4.2.1: Preferred Sport(s)/Activity(ies)

Bengaluru population is most inclined towards Sports specially swimming which is
understandable as it is a life skill; followed by learning languages specially Kannada, German
and French, Drawing / Painting and Dance.

Table 4.2.2: Preferred Facility Attributes

The most important attributes for the population in selecting a facility center were Facility
Visit, Reviews, Detailed Information regarding the facility (Gears / Costumes availability) and
meeting with the coach.

Table 4.3.1: Gender

The relationship between gender and the behavior and preferences of the people of Bengaluru
towards sports and activity centers is not evident from the data except the fact that gender do
have a relationship in the inclination towards the kind of sport/activity people want to learn.
This can be justified by the fact that men are relatively more interested in learning sports and
new technologies while women have a strong inclination towards arts and languages.

Table 4.3.2: Age

The relationship between age and the behavior and preferences of the people of Bengaluru
towards sports and activity centers is not evident from the data except the fact that age is a
decisive factor in the preference for travelling for the facility. Young people are likely to travel
more distance while older people prefer not to commute much, this could be due to the traffic
conditions of the city and most importantly the safety concerns.

Table 4.3.3: Monthly Household Income

The relationship between monthly household income and the behavior and preferences of the
people of Bengaluru towards sports and activity centers is not evident from the data except the
factor of past enrollment in similar facility centers as people from the high income group are
most likely to have attended or enrolled themselves at least once.

23
Table 4.3.4: Marital Status
The relationship between monthly household income and the behavior and preferences of the
people of Bengaluru towards sports and activity centers is nonexistent form the data.

Apart from the above findings the other conclusions derived from the data are:

Women are very much willing to learn new sport/activity as compared to men, they prefer to
visit on weekdays and avoid going on weekends as they like to spend their time with their
family and friends while males visit on weekdays usually after the work hours and especially
on weekends. Women are comparatively more interested in taking memberships than men and
their preferred duration is of either 1 month or long term memberships (12 month or 12 months
and more) while males preferred duration is 6 months followed by 3 months.

People belonging to the age group of 18-34 prefer to learn only one sport/activity while people
from the age group 35-44 want to learn multiple activities, the age group of 18-34 years want
to only enroll for short term memberships of 1 month in contrast to the age group of 35-44 who
choose to enroll for 3 months or more than 12 months.

The set of people with low income group prefer to learn only one sport/activity while people
from mid income group and high income group prefer to learn multiple sports/activities
specially sports. LIG prefer to visit the facility centers on weekends for a change from their
work life while MIG and HIG prefer to visit on weekdays soon after the office hours in order
to be physically fit.

Single people tend to focus on learning only one sport/activity while married people have an
interest in learning multiple sports/activities. Single people prefer to visit such centers on
weekends in order to enjoy their time off the regular schedule and on the contrary married
people like to visit on weekdays soon after the office, they avoid to go on weekends because
of their family commitments.

24
 Chapter-5

RESULTS & CONCLUSIONS

The results of this project are based on the analysis of data collected from a sample of 104
people across Bengaluru. Participating population in the survey were from various income
brackets and different age groups.
The main objective of this research was to determine the behaviors and preferences of the
people of Bengaluru towards sports and activity centers, the analysis of the data showed that
marital status has no significant relationship with the behaviors and preferences of the people
of Bengaluru towards sports and activity centers while gender, age and monthly household
income has relationship with some of the aspects.
 Gender of the respondents has a significant relationship with the interest of the
sports/activities they would like to pursue. Men have an inclination towards sports and
technologies while women were interested in learning new arts and languages.
 Age group is a decisive factor in the commuting aspect of the respondents as the people
belonging to the age group of 18-34 were willing to commute up to 9 kms for the facility
centers while people of age group 35-44 weren’t willing to commute more than 4 kms.
 Monthly household income has a relationship with the past enrollment to such facility
centers as respondents belonging to the HIG were most likely to have enrolled
themselves in such centers.
 Marital status has no relationship with any of the different variables which can help in
understanding the behavior and preferences of the respondents.

The summer internship at Arokee Online Solutions Pvt. Ltd. provided the opportunity to meet
different business owners which helped in gaining insights on the market and different business
practices. Representing the company in the final meeting with Decathlon regarding the strategic
partnership over mutual promotions and referrals which was materialized after the meeting.
The internship was fruitful and enjoyable, getting engaged in many employee engagement
activities such as: excursion, sports tournament, games, Arokee Bytes and daily coffee time
meetings.

25
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[4] Proctor, R. and M. A. Stone, (1982), 'Marketing Research. Great Britain', Macdonald and Evans
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[5] Verma S. and Khandelwal U. (2011). Consumer preferences towards service industry: A factorial
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[7] Williams, B. C., & Plouffe, C. R. (2007). Assessing the evolution of sales knowledge: A 20-year
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[8] Sattari, S. (2012). Essays on the issues of readability in the business disciplines (Doctoral thesis).
Luleå University of Technology, Sweden.

[9] Hanington, B. (2006). Human centering design across dimensions. Paper presented at the
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[10] Hu, X., G. Wu, Y. Wu, and H. Zhang, “The Effects of Web Assurance Seals on Consumers’ Initial
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[12] Huiju Park, Hira Cho, (2012) "Social network online communities: information sources for apparel
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[13] Speck, P. & Elliott, M., “Predictors of advertising avoidance in print and broadcast media”, Journal
of Advertising, vol.26, no.3,pp. 61-76, 1997

[14] Li, N., & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of
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[16] https://www.statista.com/study/22628/internet-usage-in-india-statista-dossier/
 APPENDIX A
Distribution of Chi-Square
DF 0.99 0.975 0.95 0.90 0.10 0.05 0.025 0.01
1 __ 0.001 0.004 0.016 2.706 3.841 5.024 6.635
2 0.020 0.051 0.103 0.211 4.605 5.991 7.378 9.210
3 0.115 0.216 0.352 0.584 6.251 7.815 9.348 11.345
4 0.297 0.484 0.711 1.064 7.779 9.488 11.143 13.277
5 0.554 0.831 1.145 1.610 9.236 11.041 12.833 15.086
6 0.872 1.237 1.635 2.204 10.645 12.592 14.449 16.812
7 1.239 1.690 2.167 2.833 12.017 14.067 16.013 18.475
8 1.646 2.180 2.733 3.490 13.362 15.507 17.535 20.090
9 2.088 2.700 3.325 4.168 14.684 16.919 19.023 21.666
10 2.558 3.247 3.940 4.865 15.987 18.307 20.483 23.209
11 3.053 3.816 4.575 5.578 17.275 19.675 21.920 24.725
12 3.571 4.404 5.226 6.304 18.549 21.026 23.337 26.217
13 4.107 5.009 5.892 7.042 19.812 22.362 24.736 27.688
14 4.660 5.629 6.571 7.790 21.064 23.685 26.119 29.141
15 5.229 6.262 7.261 8.547 22.307 24.996 27.48 30.578
16 5.812 6.908 7.962 9.312 23.542 26.296 28.845 32.000
17 6.408 7.564 8.672 10.085 24.769 27.587 30.191 33.409
18 7.015 8.231 9.390 10.865 25.989 28.869 31.526 34.805
19 7.633 8.907 10.117 11.651 27.204 30.144 32.852 36.191
20 8.260 9.591 10.851 12.443 28.412 31.410 34.170 37.566
21 8.897 10.283 11.591 13.240 29.615 32.671 35.479 38.932
22 9.542 10.982 12.338 14.042 30.813 33.924 36.781 40.289
23 10.196 11.689 13.091 14.848 32.007 35.172 38.076 41.638
24 10.856 12.401 1.848 15.659 33.196 36.415 39.364 42.980
25 11.524 13.120 14.611 16.473 34.382 37.652 40.646 44.314
26 12.198 13.844 15.379 17.292 35.563 38.885 41.923 45.642
27 12.879 14.573 16.151 18.114 36.741 40.113 43.194 46.963
28 13.565 15.308 16.928 18.939 37.916 41.337 44.461 48.278
29 14.257 16.047 17.708 19.768 39.087 42.557 45.722 49.588
30 14.954 16.791 18.493 20.599 40.256 43.77 46.979 50.892
 APPENDIX B
Questionnaire
Stay Active!!!
Appreciate you spending time in taking up this quick survey.
This survey is being conducted to understand consumer behavior and trends in selecting their
preferred choice of activity and activity/sports centers in Bengaluru.
Your feedback is valuable to us.
Email address *
______________________.

PART- A: Demographics

1. Gender *
Female
Male
Other

2. Age *
below 18
18-24
25-34
35-44
45-55
above 55

3. Monthly Household Income *

under ₹15,000
₹15,000 to ₹29,999
₹30,000 to ₹49,999
₹50,000 to ₹74,999
₹75,000 to ₹99,999
₹100,000 to ₹150,000
over ₹150,000
4. Marital Status *
Single
Married

PART- B: Behavior

1. You or/and your family member(s) are interested in learning a new

sport/language/technology/art? *
Not Interested
Interested, Sport(s)
Interested, Language(s)
Interested, Technology(ies)
Interested, Art(s)
Interested, Multiple Activities or/and Sports

2. If Interested: Name Sport(s) or/and Activity(ies) you'd like to learn; if Not Interested: Leave
blank.
______________________.

3. Have you attended or enrolled for any activity/sport training camp in the last 2 years? *
Yes
No

4. How far are you willing to commute to reach your desired activity/sport centers? *
0-4 kms
5-9 kms
over 9 kms

5. How often do you go to activity/sports centers? *

Less than once a month
Once a month
A few times a month
About once a week
 A few times a week
Weekends only
Everyday

6. Are you interested in membership(s), if interested indicate your preferred tenure. *

Not Interested
Interested, 1 month
Interested, 3 months
Interested, 6 months
Interested, 12 months
Interested, more than 12 months

7. Are you interested in a professional training program to attain your activity goals? *
Not Interested
Interested, Self-Improvement
Interested, Profession
Interested, Hobby

8. Will you be interested in joining a limited period training camp e.g. Summer Camps to attain
your activity goals? *
Yes
No

PART- C: Preferences

1. Your preferred medium for activity/sport center search? *

Internet Search (Google, Yahoo, Bing, etc.)
Listing Portals (Just Dial etc.)
Offline Advertisements (Flyers, Hoardings, Banners, Newspaper Ads, etc.)
Word of Mouth
Other: ______________________.
2. Have you used any listing portal (e.g.: Just Dial etc.) to find such centers? *
Yes
No

3. Do you find these portals helpful in finding such centers? *

Yes
No

4. Is the Center/Facility information provided by these listing portals enough for you to make
a sound decision? *
Yes
No

5. If No then describe in your words the important elements that'll help make decision.
______________________.

Questions marked with (*) are mandatory.