Consumer Perception and Attitude towards Gym services

RUNNING HEAD: CONSUMER PERCEPTION TOWARDS GYM SERVICES
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Consumer Perception and Attitude towards Gym services
Survey
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Consumer Perception 1
Table of Contents
Background......................................................................................................................................2
Objectives........................................................................................................................................2
Methods...........................................................................................................................................2
Data Analysis...................................................................................................................................3
References........................................................................................................................................8
Appendix..........................................................................................................................................9
Questionnaire...............................................................................................................................9

Consumer Perception 2
Background
Consumer behavior is study of process a consumer uses in order to buy or purchase a product or
service with motive of satisfying their needs and wants as well as it study how consumer dispose
and use purchased services and goods. Consumer follows a process to buy or purchase a product
or services (Hawkins et. al, 2010). There are several factors that affect the consumer purchase
decision such as attitude, perception, culture, motivation, lifestyle and individual differences. All
these driving forces affect the purchase process of a consumer and to understand these forces the
survey is conducted on consumer behavior towards gym services (Thompson and Prendergast,
2015). This survey s related to the previous assessment and the below sections highlights the
objective of survey and research methodology used to conduct the survey that includes sample
size, sampling method and population.
Objectives
The purpose of this study is to understand the behavior of Australian towards gym services and
to know the factors that affect their decision to use gym services regardless of gender, consumer
age and physical ability. Further, the study focuses on analyzing the most important factor
amongst culture, individual difference, perception and attitude that affect their buying decision
process.
Methods
This study highlight the attitude and perception of Australian towards gym services and for that a
survey is conducted using questionnaire which consist of 10 questions, and these questions are
framed in a way so that potential consumer attitude and perception can be understand for gym
services and factors can be identified that has the most influence on purchasing decisions of an
individual regarding gym services.
Sample size- 15 Respondents
Population- Australian
Data Collection Method- Primary Data collection (questionnaire)

Consumer Perception 3
Sampling Method- Random sampling
Data Analysis
Que 1: What is your attitude towards gym services?
a) Unfavorable attitude
b) Favorable attitude
From the survey conducted it is analyzed that 66.67% or 10 of the respondents showed favorable
attitude towards gym services. Other 33.33% respondents or 5 respondents showed negative
attitude towards gym services. From that it can be concluded that it is not necessary that each
individual have same attitude towards a product or service, some have shown that gym services
are essential for their lifestyle whereas some shows negative attitude or behavior towards gym
services. So it is analyzed that most of the respondents in Australia are in favor gym services.
Que 2: Do you have used any gym services till date?
a) Yes
b) No
This is analyzed from the result of survey that most of the people are using gym services and
interested in doing so from 15 respondents 10 are using gym services at present and 5 are not
using gym services or don’t want to use it in future. In a nutshell, 66.67% respondents are
interested in using gym service and remaining 33.33% are against using any gym services at
present and in near future. Through that it can be understood that individual differences,
perception and attitude are key factors that influence the buying decision of a person (Vogel and
Wanke, 2016). With applying the concept of consumer buying behavior process here it is
analyzed that those respondents who have negative or unfavorable attitude towards gym services
haven’t used any gym services yet that indicate the power of perception as those 5 respondents
have set mindset and they are not going to use any gym services in near future.