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A Study on the Preference of Generation Y

   

Added on  2021-02-20

14 Pages3490 Words35 Views
A study on the preference of Generation Y onthe selection of gymnasium in Malaysia

Table of ContentsABSTRACT....................................................................................................................................................3INTRODUCTION .........................................................................................................................................4Background................................................................................................................................................4Fitness among Malaysians.........................................................................................................................4Problem statement......................................................................................................................................4Research Questions....................................................................................................................................5Research Objectives ..................................................................................................................................5Significance of study..................................................................................................................................5Research structure .....................................................................................................................................5LITERATURE REVIEW ..............................................................................................................................6Background ...............................................................................................................................................6Research Framework and Theory..............................................................................................................6Literature Review.......................................................................................................................................6Research Gap..............................................................................................................................................7Conclusion .................................................................................................................................................7RESEARCH METHODOLOGICAL.............................................................................................................7Background................................................................................................................................................7Concluding remark ....................................................................................................................................9REFERENCES.............................................................................................................................................10

ABSTRACTThe aim of this research study is to assess the specific characteristics of preferences of customersregarding the selection of gym. The major issue related to the research is that less amount of research andstudy has been done in the area of preferences of customers regarding gym selection. The present researchproject is related to a gym sector in Malaysia. The report will mainly concentrate on customer's perceptionregarding the services of gym such as training, cardio, weight training, steam bath and other servicesoffered by gyms. By assessing customers wants and requirements, above mentioned fitness clubs would beable to improve their profitability.

INTRODUCTION Topic - “ A study on the preference of Generation Y on the selection of gymnasium in Malaysia”Gymnasium (gym) which is place that is fully equipped with machines for physical workout.People have different preferences regarding the various services offered by the fitness studios whichultimately affects their choice. The current research report will highlight changing preferences ofgeneration Y which includes people belonging to age group of 25-39 years, on picking of gymnasium inthe country.BackgroundFitness is a measure that assess the ability of human to perform daily functions in the mostefficient and effective way without any fatigue. Gym is a place which provides all the facilities to peopleimprove their health and overall fitness. The purpose of gyms is to promote weight loss, enhancement ofstrength of muscle, flexibility, balancing, to provide protection against osteoporosis (Walliman, 2017).The concept of fitness is becoming highly popular than ever and continuous evolvement of technology hasresulted into new training methods, equipments, diets and other gyming services. In fact, this section ofservice industry is contributing to a significant level in country's total income.Customers choice regarding the selection of gym depends upon cleanliness, occasional groupexercise classes, club consulting, personal trainers during its day time operation. The research project isfocussing on characteristics of customer preferenceand the research will include various gyms so thatwider perspective of customers could be gained. Fitness among MalaysiansY gen in Malaysia is characterised by their growing interest in leading a healthy and fit lifestyle.This is reflected in their choice of food, fall in the rates of obesity etc. This generation is more intopersonalised and modern workouts rather than spending time on treadmills and stair climbers. However, high cost of membership is one of the setback faced by Y Gen in Malaysia. This doesnot mean that this segment of customer have abandoned the gymnasiums, specialised classes, groupworkouts etc., are some of their alternatives to stay fit (JADEJA, 2018).Problem statementThere are many problems related to the gyms and fitness studios. For example, around 61.3% ofthe gym users paid their membership but continued it only for 3 months, while 16.1% continued for 4- 6months, 13.7% continued for more than 12 months (Lets us dissect the fitness industry in Malaysia,

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