Q1.

Create a customer profile for each CardioGood Fitness treadmill product line by
developing appropriate tables and charts.
1. Age ( in years )

11-20 21-30 31-40 41-50

TM 195 6 49 19 6
TM 498 4 31 23 2
TM 798 0 30 6 4

AGE
60

50

40

30

20

10

0
Product TM 195Product TM 498Product TM 798

1. Gender
Gender Male Female
TM 195 40 40
TM 498 31 39
TM 798 33 7

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 GENDER
45
40
35
30
25
20
15
10
5
0

1 2 3
1.Gender Female
1.Gender1.Gender Male

2. Education ( in years )

Education 11-15 16-20 21-25

TM 195 39 41 0
TM 498 27 33 0
TM 798 2 35 3

EDUCATION
45
40
35
30
25
20
15
10
5
0
11--15 16-20 21-25
TM 195 TM 498 TM 798

3. Marital Status

Marital SINGLE MARRIED

TM 195 32 48
TM 498 24 36
TM 798 17 23

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 MARITAL STATUS
60

50

40

30

20

10
1 2 3
0 Marital Status 1.Marital Status SINGLE
1.
Marital Status MARRIED
1.

5. Usage

2 3 4 5 6
TM 195 19 37 22 2 0
TM 498 14 31 12 3 0
TM 798 0 1 18 12 7

USAGE
40
35
30
25
20
15
10
5
0
1

6. Fitness

1 2 3 4 5

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 TM 195 1 14 54 9 2
TM 498 1 12 39 8 0
TM 798 0 0 4 7 29

FITNESS
60

50

40

30

20

10

0 1 23 4 5
TM 195TM 195 TM 798
TM 498

7. INCOME

21000- 31000- 41000- 51000- 61000- 71000- 81000- 91000- 101000

30000 40000 50000 60000 70000 80000 90000 10000 -
0 110000
TM195 1 22 25 24 4 0 0 0 0
TM498 0 9 19 18 6 0 0 0 0
TM798 0 0 5 6 6 3 7 6 3

INCOME
120000

100000

80000

60000

40000

20000

0
21000- 31000- 41000- 51000- 61000- 71000- 81000- 91000- 101000-
TM195TM498TM798

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 8. MILES

0-50 51-100 101-150 151-200 201-250 251-300 301-350 351-400

TM 195 12 50 16 2 0 0 0 0
TM 498 5 39 13 2 1 0 0 0
TM 798 0 8 9 18 1 3 0 1

MILES
60

50

40

30

20

10

0 0-50 51-100101-150151-200201-250251-300301-350351-400
TM 195TM 498TM 798

Q2. Write a report to be presented to the management of CardioGood Fitness detailing your
findings.
In order to identify the profile of potential customers for each treadmill product of CardioGood
Fitness, the Market Research team at AdRight has collected data during the prior three
months.
While analysing the product lines with respect to the customer characteristics variable, many
aspects were considered before taking a cumulative decision. Detailing about the variable-Age,
customers belonging to the age group of 21 to 30 years are the highest users of all the
treadmill products whereas the age group of 11 to 20 and 41 to 50 years are the least users.
Further findings suggest that customer’s education is also an important factor which implies
that people having 16-20 years of education are the maximum users of all the three types of

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 treadmills. It is seen that people with less years of education prefer the product TM 195 and
customers with more years of education prefer using the product TM 798.
While considering the marital status of the customers, comparing all the treadmill types, the
‘Single’ group of people are a low frequency users than the ‘married’ set of people with the
product TM 195 are the highest proportion users.
The market research team has also taken efforts on observing the average number of times the
customer plans to use the treadmill each week. It is seen that the majority of customers use
the treadmill 3 to 4 times a week. It was also observed that the product TM 798 was used more
times a week than the other machines.
Now comes the most important factor that is Fitness which the Market Research team uses a
scale of 1 to 5 where 1 is poor shape and 5 is the excellent shape. While considering this
ordinal fitness scale, it is seen that people with a fitness scale of 3 that is average fitness are
considerably more. It is quite interesting to know that the highest fitness people practice TM
798 which is quite logical as well.
When the team extracted the annual household income, it was observed that customers falling
in the income bracket of 30000 to 60000 ($) are heavy users. Here, a trend is observed that as
the income range increases, customers prefer using the TM 798 which is an advanced treadmill
with respect to features.
In order to get appropriate results, the team decided to detail the average number of miles the
customer walks or runs on treadmill each week. It was clearly observed that the users could
easily work 50 to 100 miles on the treadmill. There are a very number of customers who could
cross 200 miles each week. And these number of people who could do were TM 798 users. To
walk like upto 100 miles, the customers prefer TM 195 and TM 498 and not TM 798.
Henceforth, we can conclude that usage of all the three types of treadmills varies in a
direct proportion with the customer defined variables and preferences. It can be said for
sure that there are differences across the product lines with respect to customer
characteristics.
Customers chose the usage of these treadmills based on their respective variable features.

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