GYM

CONSUMER BEHAVIOR Group #2
|

A Study on
Consumer Behavior of
Gym-going Customers in

OBJECTIVES
❑ To find out expectations, perceptions and
motivations of a customer towards a gym business
❑ To find out what are the common factors behind the
decision-making process
❑ To find out if cultural and social factors influence on
the consumption behaviour and decision-making
❑ To find out if customers satisfied with their current
gym
❑ To find out some of the post consumption
behaviours exhibited

RESEARCH METHODOLOGY
o Sampling Design
Convenience sampling
(non-probability)
o Sample size
~ 100*, but 44 identified as gym going
o Type of Data Collection
Exploratory research
o How the data was collected?
Google form with the questionnaire

DEMOGRAPHICS
Total - 44
Male - 33
Females - 11
INTERPRETATIONS
o Gyms could still be a male
dominant environment.
o Females may not be
having spare time due to
household work, childcare
or practicing indoor
exercises at home itself.

CONSUMPTION
INTERPRETATIONS
o Majority were not coming
regularly
o Less commitment by the
consumers possibly due to busier
consumer lifestyles and maybe
the economic slowdown in India
o Cross Tabulations: more males
attended irregularly (work?)
9
6
17
14

Improve fitness - 23
Lose weigh – 11
responses
PURPOSE / MOTIVATION
INTERPRETATION
o Perceptions regarding own bodyimage/fitness-levels
in relation to
individual’s ideals can create motivation.
o Body image is an important component of
status/self-esteem.
o Consumers are more likely to be anxious
regarding their health and fitness levels at
specific stages of their lifecycle.
o Since almost all the consumers were 16-27
year old, we can assume that a good and fit
body image is a characteristic of the age
group.
Gain strength – 10
responses
Socializing – 2 responses

PERCEPTION
Gym as :
o High activity - 32
o Relaxing - 11
o Family - 1
o It was found that more females
preferred
relaxing
environments, while most males
chose between high energy and
relaxing environments.
o This finding can help new gyms
to create the right environment
to attract more customers to the
gym. It also could be used to
create different zones for each
gender in unisex gyms.

DECISION MAKERS
INTERPRETATION
o Most consumers want a range of equipment
and facilities in the gym.
o They are ready to pay more money if such
adequate facilities are there.
o Cross tabulations suggest that even though
majority of the customers are likely to
recommend to their friends, a small
percentage convert into actual sales.
o A gym can attract more customers if they
increase facilities and service rather than
creating a brand status or asking existing
consumers to bring in new consumers.

CULTURE
INTERPRETATION
o This means that lifestyle of ‘fit’
celebrities and their posts on
Instagram had a big role in
creating motivation.
o Gyms could advertise themselves
with pictures of fit models and
create an interest for potential
consumers to join the gym.
Q. Have any of the motivations been influenced by
any celebrity models (imitations) or Ads ( TV or
Instagram)?
Yes - 23
No - 21

CULTURE
INTERPRETATION
o This means that lifestyle of ‘fit’
celebrities and their posts on
Instagram had a big role in creating
motivation.
o Gyms could advertise themselves
with pictures of fit models and create
an interest for potential consumers to
join the gym.

BEHAVIOURAL ASPECTS
Q. Does loud music or TVs showing sports
channel increase your concentration in the
gym?
33 (75%) responded yes.
INTERPRETATIONS
o The youth (since almost all the respondents were
in 16-30 age group) are be attracted to high beat
music.
o They can use that for bringing the best out of them
for a better workout.

SATISFACTION LEVELS
Satisfaction levels were measured on a 5-point Likert scale (very
unsatisfied, unsatisfied, neutral, satisfied, very satisfied).
The results majority of the respondents are satisfied with various
factors that were checked in the Likert scale (gym floor cleanliness,
change room/toilet cleanliness, equipment maintenance, overall
cleanliness/appearance, range of gym classes, standard of gym
classes, level of supervision, gym trainer helpfulness).
Cross tabulations show that males can be satisfied with a gym, if the
equipment is maintained properly and with the overall
presentation/appearance of the gym. Females are well impressed if
the gym floor/changing room is clean and if the supervision by the
trainers is high

POST BEHAVIOURAL ASPECT
Q. Does good facility and service compel you to go
back to the gym, in case if you are feeling lazy on a
particular day?
INTERPRETATION
Since most of the respondents were satisfied with their
gyms, they are willing to recommend the gym. But cross
tabulations show that these don’t convert to sales.

POST BEHAVIOURAL ASPECT
Q. Would you recommend your gym to any
of your friends and family?
It is found that 86% of the customers are likely to
recommend their gym to a friend or family.
INTERPRETATION
Since most of the respondents were satisfied
with their gyms, they are willing to recommend
the gym. But cross tabulations show that these
don’t convert to sales.