Characteristics of Customer Preference Towards Gym's Selection

CHARACTERISTICS OF CUSTOMER
PREFERENCE TOWARDS GYM’S
SELECTION

AIM
To study the characteristics of customer
preferences towards gym selections- A study on
fitness first, Malaysia.

RESEARCH BACKGROUND
Customer preferences can be refereed with term as expectation, dislikes, likes,
motivation and inclination that drives customer purchasing decision. It has direct
impact on profitability of the firm.
Fitness first, Malaysia is taking initiatives to bring modern equipment's to their gym
so that most of customer will prefer their fitness center.
The attractive features of this gym as it provides one on training, free style group
training, signature classes, strength training, cardio exercise, group classes.

PROBLEM STATEMENT
The main purpose of study is-
This research aim to study the characteristics of customer preferences towards gym selections.
Problem statement-
This research is about the likes and dislikes of customer that reflects the choice and selection of the gym. It include
number of factors as price, facilities, brand image, online review, quality and relation with customers.
Furthermore, there is no much research done for the preference of customer towards gym selection and why Fitness
first is using EWOM technique to attract their customer rather than traditional advertisement. This study will help to
explore the reason behind adopting EWOM model.
This study will show EWOM that aids to have great impact on customer preferences.