Applied Research and Development

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Applied Research and
Development

Table of Contents
TASK 1............................................................................................................................................3
Background of research project..................................................................................................3
B. S&E 2. Literature Review......................................................................................................3
TASK 2............................................................................................................................................5
Three ideas that support in selection of appropriate research topic............................................5
Attributes of research topic.........................................................................................................6
Research question and objectives................................................................................................6
Different research stages.............................................................................................................7
Gantt chart...................................................................................................................................8
TASK 3............................................................................................................................................9
A. K&U 4: Research approach. ..................................................................................................9
B. K&U 5: Research philosophy...............................................................................................10
C. K&U 6: Stating position associated with research paradigm...............................................11
D. A&A 4: Examining the research methods............................................................................11
E. K&U 2: Ethical issues associated with the research.............................................................12
TASK 4..........................................................................................................................................13
Data Analysis............................................................................................................................13
TASK 5..........................................................................................................................................21
Reflect on the issues that emanate from this research project..................................................21
B. S&E 3: Implications of research findings on stakeholders..................................................22
CONCLUSION..............................................................................................................................23
REFERENCES..............................................................................................................................24
APPENDIX....................................................................................................................................26

TASK 1
Background of research project
Exercise is an activity carried out by person which required physical efforts in order to
improve and sustain health as well as fitness. In recent time students focus on physical fitness
along with mental well-being, which is quite beneficial for them. Awareness about the
importance of physical activities, drive students towards gym and change their attitudes in same.
They have positive attributes towards gyming for well fair and quality of life.
The present research is based on Lords gym, which is one of the most popular and well-
known gym established in Malta. They offer its best service to those people who work for it,
company is at level top and positioned right across street from beautiful safe Mediterranean sea,
they recommend their members to use sea after gyming session, come back of gym shower and
go on with their day. Trained workers of this gym are able to teach people Thai and Boxing
techniques, kettle bell exercise and Olympic lifting practices.
The purpose of this research is to determine the attributes of students towards exercise
and to market gym in effective manner. With this study it is easy to identify the benefits of
physical activities in gym and its importance in students lives.
B. S&E 2. Literature Review
Literature review is considered to be as the part of scholarly paper which in turn tends to
include substantive findings in order to bridge the gaps on the particular set of the research topic.
Literature review is considered to be a part of secondary source of data collection. This is the
data which is used for further studies. It helps in exploring the data already collected by the
scholars.
To identify the attitudes of students towards exercise.
Boldov, Gusev and Karpov, (2017) sought to determine the fact that, physical activity
and exercise in turn is considered to be one of the key factor which in turn results in prevention
of the obesity among individuals. It results in various health benefits and leads to living better
quality of life. Students tends to have a positive attitude towards the exercise and physical
activity because it tends to influence the way individual live their life. The key benefit associated
with the physical activity at the gym in turn helps in improving the cardiovascular fitness,

controlling weight, building muscles and strong bones. It also helps in reduction of symptoms
associated with depression and anxiety and also reduces risk of developing ill health conditions.
Panza and et.al., (2018) investigated that, with the increased in the use of technology in a
modern era, students tend to get less engaged in physical exercise which in turn results in various
health issues and problems among the individuals at a very young age. Low level of physical
exercise patterns has been observed within students. This in turn eventually results in higher rate
of obesity, poor mental health, cardiovascular disease, etc. students feel less motivated to get
indulged in the physical exercise is because of the lack of knowledge associated with the
physical activity.
To determine strategies for marketing company services to students
Subramaniam and Mercier, (2017) examined that, running several ranges of promotion
on the social media platforms in turn helps in attracting attention of the customers within the set
target market and segment. Social media platforms such as Facebook, Instagram, Twitter,
LinkedIn, YouTube, etc. by including data which helps in making people aware about the
benefits of physical exercise at a very young age. Getting insta savvy and creating an effective
marketing story helps in attracting attention of the customers for the gym membership. This in
turn is considered to be one of the effective strategy which in turn helps in motivating students
and young people to get engaged in the physical activity in gym. Hutzler and et.al., (2019)
evaluated that, giving advertisement on newspaper, local networks, radios, etc. in turn is
considered to be an effective marketing strategy in order to promote gym. Offering various
corporate wellness initiatives in turn helps in encouraging young individuals to become the
member of the gym. Writing blogs associated with the benefits of gyms and physical fitness and
exercise in turn helps in seeking attention of the young people. This in turn helps in attracting
young individuals and students to increase the membership of the gym. As per the views of
Roberts, (2017), running the referring a friend programs is also an appropriate marketing
strategy, where the client who is referring tends to receive an appropriate incentive amount.
Offering special discount to the customers in turn is considered to be an effective strategy which
in turn helps in attracting large number of students in order to increase membership at the gym.
Giving training support by hiring the top trainers in turn helps in attracting more students in
order to enrol in the gym membership program. Offering effective machines and gym
environment to the members in turn helps in increasing the number of members at the gym.

Adding value by offering customized services to the client in turn helps in increasing the
membership at the gym.
To analyse the challenges faced by the gym while determine students attitude in context of
exercise.
Georgieva, (2017) sought to determine the fact that, students do not have sufficient time
to get indulged in the physical exercise. This in turn is considered to be one of the major
challenge for the gym to influence students to take out time from their busy schedule in order to
get indulged in the physical exercise. One of the key challenge faced by the gym is that, large
number of competitors who in turn is offering same range of services at a relatively competitive
price. This makes students confuse which gym to join. Saleh and Mazlan, (2019) argued that,
lack of self motivation and low self efficacy in turn is considered to be one of the major
challenge faced by the gym in order to influence the attitude of customers towards gym.
Students tend to have fear associated with getting injured while carrying out any set of physical
exercise at the gym. Boldov, Gusev and Karpov, (2017) said that, students facing difficulty in
paying gym membership fees. This in turn also acts a major challenge for the gym to influence
students attitude towards exercise. Hiring of talented trainers and building of the client base in
turn is considered to be one of the biggest challenges for the gym.
The key literature gap of the research study is to analyse the attitude of the students
towards exercise at gym. Another major reason for carrying out this research study is to
effectively evaluate effective marketing strategies which in turn helps in increasing the gym
membership. This study will help in bridging the gaps on the current knowledge of the subject
matter by effectively gaining appropriate conclusive results on the research topic, aim and
objectives.
TASK 2
Three ideas that support in selection of appropriate research topic
Survey-
It is the process of collecting data, when conducting survey, researcher pay for
production of survey questionnaires, when they chose large sample of general population,
investigator allot an incentive in kind. On the other side, other data collection methods such as
personal interview and focus group requires to pay more.

Interviews-
Face to face interviews is the another idea generated by researcher while determining the
research gap. It is one of the most effective types of data collection approach under qualitative
research. Here, researcher will collect information directly from interviews, it is perfect when
investigator need to collect highly personalized data.
Focus groups-
This data collection method is significantly an interview approach, but instead of being
face to face, here researcher conduct group discussion.
Attributes of research topic
Survey is one of the research idea researcher were chosen in order to gathered
information and data in context of above selected topic. By following qualitative type of
methodology, researcher prepared questionnaires to address research questions and to achieve its
objectives as well in effective way. Survey is the best method for gathering info, chose by
researcher. It helps to provide high degree of general abilities in representing a large population,
due to usual range of number of individuals who answers research questions, the data being
collected posses a better description of relative attributes of students towards exercise. As
compared to other approaches of data collecting, surveys allow researcher to extract info that are
near to appropriate attributes of focus groups.
Research question and objectives
Objectives-
 To identify the attitudes of students towards exercise.
 To determine strategies for marketing company services to students.
 To analyse the barriers faced by Lords gym while determine students attitude in context
of exercise.
 To recommend how students attitudes can be analysed to market gym services
Questions-
 What is the attribute of students towards exercise?

 What are the strategies marketing manager of Lord gym used to promote service in
market?
 What challenges or situations faced by Lord gym while determining the attributes of
students in context of exercise?
Different research stages
Literature review-
It is the most important chapter of research project, in which research will examine
secondary data from varied research journals, articles and books. Here, the topic of investigation
is discussed in deeply manner, regarding what other authors have supported as well as
contributed in previous.
Methodology-
In this stage, research methodology will discussed taken by the researcher in order to find
out the proper findings. While conducting investigation, researcher follow qualitative type of
methodology instead of quantitative in context of study. It will give an overview about how
whole research will be conducted and what approaches are utilized.
Identifying population-
Students across multiple colleges in Malta selected by researcher as sample size, in which
10 to 12 students from each focus unit age of 15 to 30 take participation to support further
research procedure. Focus group method for gathering data is chosen by researcher in this study.
Questionary-
This stage, researcher design list of essential questions in order to collect in depth
information relate to chosen subject from selected respondents to answer research questions in
effective manner. Hence, design of questionnaire is of topmost significance to assure relevant
data is gathered so that findings are generalizable and interpretable in systematic way.
Data collection-
It is the another stage of research process, in which researcher chose the suitable and
appropriate method for collecting data. Researcher of this study use secondary and primary data
source to collect a lot of info related to subject of research.

Data analysis-
This stage, describe how primary data is gathered and interpreted, it helps to give brief
analysis of outcomes obtained from knowledge, data analysis include tables, graphs and charts
along with their appropriate findings.
Conclusion-
In this stage, researcher shows what is summarized after accomplishing project with
findings. It gives an insight that about results of information and data collected by researcher.
Gantt chart
Task Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Identifying thr problem 2 days Thu 1/2/20 Fri 1/3/20
Auto
Schedule
d
Literature review 8 days Mon 1/6/20 Wed 1/15/20 1
Auto
Schedule
d
Definition terms and
conditions 4 days Thu 1/16/20 Tue 1/21/20 2
Auto
Schedule
d
Identifying the population 4 days Wed 1/22/20 Mon 1/27/20 3
Auto
Schedule
d
Developing the
instrumental plan 2 days Tue 1/28/20 Wed 1/29/20 4
Auto
Schedule
d
Data collection 21 days Thu 1/30/20 Thu 2/27/20 5
Auto
Schedule
d
Data analysing 35 days Fri 2/28/20 Thu 4/16/20 6

Auto
Schedule
d
Conclusion and
Recommedations 2 days Fri 4/17/20 Mon 4/20/20 7
TASK WE
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Identify problem
Literature review
Defining conditions
and terms
Identifying population
Developing
instrumental plan
Data collection
Data analysing
Conclusion and
Recommendation

TASK 3
A. K&U 4: Research approach.
Research approach constitute of set of assumptions which helps in analysing and
interpreting the research problem.
Basis Qualitative research Quantitative research
Meaning Qualitative research approach is very
useful in generating textual data
which in turn helps in seeking to
answer the relevant questions in
order to assess in- depth information
associated with human behaviour
(Glesne, 2016).
Quantitative research approach
tends to generate numerical data
which mainly consist of facts and
figures. This in turn helps in
effectively explaining the certain
phenomenon by critically
analysing numerical set of data.
Nature-based It is holistic in nature. It is particularistic in nature.
Research type It is based on exploratory. It is conclusive approach.
Methodologies Data can be collected through
grounded theory, case study,
ethnographic, etc.
Data can be collected through
interviews, questionnaire, survey,
polls, observation, experiments,
etc. (Bresler and Stake, 2017).
The researcher of the study will opt for qualitative research methodology approach
because it will help in finding the best possible solution and also identify several ranges of
patterns to the particular research study. Qualitative research in turn helps in effectively
providing better and in depth understanding on the various research problems.
B. K&U 5: Research philosophy.
Research philosophy is associated with the certain notion according to which the data has
to be gathered in certain phenomenon (Fletcher, 2017). Epistemology is considered to be as the
branch of the research philosophy which in turn is mainly linked with the set of sources, nature,
possibilities in the field of the study. Ontology is a part of the philosophical field which in turn

tends to revolve around the nature of reality associated with the research subject matter.
Axiology is also considered to be the branch of the philosophical method which helps in
assessing the value of the study. This method tends to focus on two core elements i.e., good and
desirable at the time of carrying out the research study.
Positivism research philosophy approach is mainly associated with the factual knowledge
which in turn has been gained with the help of observation (Silverman, 2016). This approach is
useful in exploring the social reality which in turn eventually is beneficial in gaining better
understanding through appropriate observation and reasoning.
Interpretivism research paradigm: This approach constitute of subjective interpretation where
human interest is taken into consideration which is useful for subjective interpretation which
helps in effectively understanding the reality of the subject matter.
C. K&U 6: Stating position associated with research paradigm.
The researcher of the study will opt for interpretivism research paradigm because it helps
in understanding the world based on the subjective experience. This approach is selected by the
researcher because it tends to reflect on the various aspects of the research problem by
effectively involving human interest into the research study. This research paradigm approach
helps researcher in critically understanding the attitude of the students towards exercise which in
turn helps in increasing the number of membership of students in gym (Mohajan, 2018).
D. A&A 4: Examining the research methods.
Research method
The researcher of the study will opt for qualitative research method because this in turn
helps in critically investigating the attitude of the students towards exercise which in turn helps
in increasing the number of membership of students in gym. The researcher of the study will
collect data through a survey by targeting focus group of students across various multiple
colleges. This in turn helps in gaining in- depth knowledge related to the specific subject matter.
Population, sample and sample strategy
10 to 12 participants who belong to the age group between 15 to 30 years have been
selected within the sample size. The researcher of the study in turn will choose simple random
sampling strategy where each individual present in the market in turn has equal opportunity to
get selected within the specific sample size (Almalki, 2016). This method is useful in drawing
inferences and is useful in reducing biasses in the result.

Data collection method
The researcher of the study will in turn carry out both primary and secondary source of
the data collection method. Secondary data collection is an approach where the information on
the research topic has already been collected beforehand by some other individual (Hadi and
Closs, 2016). The sources of secondary data collection includes records, censuses, journals,
books, reports, etc. Primary data collection is an approach where the information on the research
topic is collected through surveys by preparing a set of questionnaires based on the aim and
objectives of the research study. This in turn will help researcher in collecting new set of
information which helps in exploring the set subject matter. The key sources of collecting
primary information is through interviews, experiments, questionnaires, etc.
Explanation of how the data will be collected
The researcher of the study will collect data through survey by distributing questionnaire
to the set sample size. This method is appropriate because it helps in ensuring more accurate
results which in turn helps in drawing valid conclusion on the specific research topic. This
method is useful in gaining unbiased data which in turn helps in attaining valid conclusive
results.
E. K&U 2: Ethical issues associated with the research.
Ethical issues in research
Research ethics tends to govern the certain set of standards in order to conduct and carry
out research study. Ethics in research are considered to be the set of unwritten and written rules
which in turn helps in effectively carrying out the research study (Bresler and Stake, 2017).
Keeping all the information confidential in turn is considered to be one of the major issue in
research. Other key ethical issues associated with the research are objectivity, legality,
anonymity, carefulness, honesty and integrity, etc. Voluntary participation, legality, respect
towards intellectual property right, etc. are considered to be the key ethical issues while carrying
out the research (Ethics in Research and Scholarly Activity, Including Protection of Research
Participants, 2020).
Ethical issues relevant to research proposal
Keeping the information private and confidential in turn is considered to be as the key
ethical issue while carrying out the research study. Compliance with the legal laws and
intellectual property rights are also considered to be as the key ethical issue while carrying out

the research study because non- compliance with any other law might hamper the relevance and
authenticity of the research study.
Ways to address ethical issues
In order to resolve these ethical issues associated with the study, the researcher will
respect all the information provided at the time of carrying out the research. The research will be
carried out with utmost confidentiality by effectively protecting all the information (Basias and
Pollalis, 2018). The researcher will follow specific set of guidelines and rules in order to carry
out research in a legal and relevant manner.
TASK 4
Data Analysis
Theme 1: “Exercise is good for health”
Particular Number of
respondents
% of
respondents
Yes 9 90
No 0 0
Not sure 1 10
Total 10 100
Interpretation: After going through the data collected with the help of primary data
collection tool it has been interpreted that student are having very positive attitude toward
exercise. As out of the total pool of 10 respondent 9 respondent has chosen yes that exercise is

good for health. No one has chosen the option of no and only one respondent has chosen the
option not sure. This result is well supported by the literature review section of the study.
Theme 2: “love to join gym”
Particular Number of
respondents
% of
respondents
Yes 8 80
No 2 20
Total 10 100
Interpretation: Data collected has helped the scholar in analysing that there is good sort
of market opportunity available for Lords gym to open up new gym in the nation. As Out of total
pool of 10 respondent 8 respondent has chosen the option yes which means that they are looking
to join gym. Only 2 respondent has chosen the option no which means that they are not looking
to join gym. This is good number for anyone looking to open up new venture.
Theme 3: “benefit did exercise brings”
Particular Number of
respondents
% of
respondents
Mental strength 1 10
Physical strength 2 20
Both mental and physical strength 6 60
None of Above 1 10
Total 10 100

Interpretation: After going through the data collected it can be easily interpret that there
is very positive aptitude of respondent toward the exercise, which is very good sign for Lords
gym. As data collected shows that out of pool of 10 respondent six are having the opinion that
exercise used to build both mental as well as physical strength for an individual. This is well
supported by the literature review section as well as author also highlights that exercise used to
build both mental and physical strength. Remaining 1, 2 and 1 respondent has chosen Mental
strength, Physical strength and None of Above option respectively.
Theme 4: “factor whcih you consider the most at the time of selection of gym”
Particular Number of
respondents
% of
respondents
Trainer 4 40
Equipment’s 4 40
Ventilation 1 10
All of above 1 10
Total 10 100

Interpretation: After going through the above data it can be easily interpretet that Lord
Gym has to make sure that used to have good traininer and qualified equipment in the gym, to
promote or attract the eye of customer toward the gym. As out of the total pool of 10 respondent
4 respondent each has chosen the option of trainner and equipment are the factor which they used
to consider at the time of attracting choosing the gym to go in. Remaining 1 respondent each has
chosen the option of All of above and Ventillation.
Theme 5: “Main driving force, wihch used to drive your interest toward gym”
Particular Number of
respondents % of respondents
Fitness 1 10
Strength 2 20
Body Shape 6 60
None of above 1 10
Total 10 100

Interpretation: After going through the data collected with the help of the data
collection tool it can be easily interpret that the think which used to drive the respondent to have
a gym is to get a good body shape. This can be used in a promotional tool by Lord gym by
diverting variety of the promotional activity of organizational toward body shape. As the data
collected shows that out of the total pool of 10 respondent 6 has chosen the option of body shape.
Which is more than 50 percent of result. Remaining 1, 2 and 1 respondent has chosen the option
of Fitness, Strength and all of above.
Theme 6: “consider cost as a factor at the time of selecting gym”
Particular Number of
respondents
% of
respondents
Yes 7 70
No 3 30
Total 10 100

Interpretation: After going through the data collected it has been consider that cost or
fees of the gym is one of the biggest factor, which is considered at the time of choosing gym. So
organization has to make sure that they used to keep the cost of gym as low as possible to attract
the eye of customer toward the gym. Out of the total pool of 10 respondent 7 has chosen the
option of yes and 3 respondent has chosen the option of no.
Theme 7: “Timing you will love to attained gym”
Particular Number of
respondents
% of
respondents
Morning 1 10
Afternoon 2 20
evening 5 50
any time 2 20
Total 10 100

Interpretation: After going through the above data it has been interpreted that it will be
better for Lord gym to open the gym in the evening for longer period of time. The reason behind
the same is that out of the total pool of 10 respondent 5 respondent has chosen the option of
Evenining, this is well supported by the literature review section as well as author highlights that,
most of respondent used to go into the gym at evenining. Remaianing 2, 1 and 2 respondent has
chosen the option of morning, afternoon and anytime.
Theme 8: “Trianiner used to impact your decision of choosing the gym”
Particular Number of
respondents
% of
respondents
Yes 9 90
No 1 10
Total 10 100

Interpretation: After going through the above data it has been analysed that it is very
necessary for Gym to have good trainer in the gym to carry out the different activity of the gym.
As collected data shows that out of the total pool of 10 respondent 9 respondent has chosen the
option of yes and only 1 respondent has chosen the option of no. This was also highlighted by
author in literature review section that it is very important to have trainer in the gym to attract the
eye of customer.
Theme 9: Best way through which you used to get information about different promotion
Particular Number of respondents
% of
respondents
Social Media 6 60
Newspaper 1 10
E-Communication tool 1 10
All of above 2 20
Total 10 100

Interpretation: After going through the above data it has been interpretate that out of
total pool of 10 respondent 6 respondent has chosen the option of social media marketing is the
tool through which they used to get the information regarding the different type of promotion in
the market. So organization must use social media marketing as the primary platform to promote
the offering of the company in the market. Remaining 1, 1 and 2 respondents has chosen the
option of News paper, E-communication tool and All of above. This shows that using social
media platform will be more viable for the organization as compare to the other.
Theme 10: “changes which need to be brought into the gym”
Interpretation: After going through the different sort of the suggestion which has been
provided by the respondent, one suggestion which used to stand out of all was ventilation
facility. As almost all the respondent has mention that having a good sort of ventilation facility at
gym will be good, as it makes hem feel comfortable at the time of working it out in the gym.
TASK 5
Reflect on the issues that emanate from this research project
Their were many different type of issue which was faced by me at the time of carrying out the
operation of study. The biggest limitation was to find out the best source to collect the
information, with the help of taking help of tutor I am able to check the reliability of data which
has been collected. Time for carrying out study was also limited but with the help of team work I
am able to complete the task on time.

This study will eventually help the company planning the different action on the basis of
the solution which is provided by outcome of the research. Also it will help the company to refer
the same solution in future in well when any such type of issue arises in future as well.
This research can also hinders the company in many ways, as there are many different
ways in which organization will be using this result of data. Any wrong interpretation of data
may lead to false result for an organization.
Scholar was also having the option of selecting the quantitative research type but it would
become difficult for the scholar to give the solution of problem in the numeric form. Also scholar
was having the option of selecting deductive approach of conducting the research but it would
have become difficult for the company to understand human interest involve in study.
B. S&E 3: Implications of research findings on stakeholders.
Key stakeholders of Lords Gym
Stakeholders are people who in turn are influenced by the objectives, actions and policies
of the organization. The stakeholders of the company tends to have key interest over the
functioning of the company. The key stakeholders of the Lords Gym mainly consist of owners,
employees, community, investors, sponsors, students, government, and suppliers.
Evaluation on how findings impact stakeholders.
The key findings of the study states that, the students tend to have positive attitude
towards gym exercise. There seems to have positive impact on the key stakeholders of the Lords
gym because Lord gym tends to attract large number of people for increasing the membership.
Improved and increased number of membership at the gym will in turn results in higher
performance, productivity and profitability of the company. Lords gym getting engaged in the
social media marketing, e- communication tool, advertisement and promotional strategies, etc. in
turn helps in attracting large number of members to the gym. This in turn influences the
stakeholders such as owners, clients, investors and government positively.
Examining how the findings will be presented to stakeholders.
These findings will be presented to the stakeholders by critically evaluating the data
collected through questionnaire. Proper tables, charts and graphs will be made for each specific
theme in order to gain wider conclusive results in order to understand the attitude of the students
towards exercise which in turn helps in increasing the number of membership of students in gym.

CONCLUSION
From the above conducted study it has been summarized that, students tend to have a
positive attitude towards physical exercise ta the gym. They establish the fact that, physical
exercise helps in boosting physical and mental health of an individual. Furthermore, this study
helps in determining that, social media marketing, promotional activities, advertisement,
referrals, discount offers, etc. are considered to effective marketing strategy which in turn helps
in increasing the membership at the gym. This study also concludes by effectively carrying
qualitative research study is that, gym also faces various challenges such as not sufficient time to
get indulged in exercise, large number of competitors, lack of self motivation and low self
efficacy in turn is considered to be one of the major challenge faced by the gym in order to
influence the attitude of customers towards gym. This study concludes that, stakeholders of the
company are also positively influenced with increasing membership at gym.

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APPENDIX
QUESTIONNAIRE
Name:
Age:
In your though is exercise is good for health?
Yes
No
Would you love to join gym?
Yes
No
In your thought what benefit did exercise brings?
Mental strength
Physical strength
Both mental and physical strength
Non of Above
What are the factor which you consider the most at the time of selection of gym
Trainer
Equipments
Ventilation
All of above
What is the main driving force, which used to drive your interest toward gym?
Fitness
Strength
Body Shape
None of above

Did, you consider cost as a factor at the time of selecting gym?
Yes
No
At what timing you will love to attained gym?
Morning
Afternoon
evening
any time
Is Good trainer used to impact your decision of choosing the gym?
Yes
No
Which is the best way through which you used to get information about different promotion?
Social Media
Newspaper
E-Communication tool
All of above
In your thought what are the changes which need to be brought into the gym?