Consumer Perception and Attitude Towards Gym Services: MBA404 Report

This report presents a comprehensive analysis of consumer perception and attitudes towards gym services based on a survey conducted among Australian consumers. The study investigates various factors influencing consumer decisions, including attitude, motivation, demographic factors, and preferences for gym equipment and services. The survey explores respondents' attitudes toward gym services, their usage patterns, and their willingness to spend on gym memberships. The research delves into the motivations behind gym usage, identifying factors such as health, status, and personal goals. Furthermore, the report examines the importance of different attributes like brand name, price, equipment, and trainers. The findings reveal how consumer perceptions of gym services are shaped by individual differences, experiences, and demographic characteristics. The report concludes by highlighting key insights into consumer behavior, providing valuable information for marketing and service providers in the fitness industry.

RUNNING HEAD: CONSUMER PERCEPTION TOWARDS GYM SERVICES
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Consumer Perception and Attitude towards Gym services
Survey
System 0032
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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.

Consumer Perception 4
Que 3: If you join any gym, would you like to have gym trainer?
Yes
No
The objective of this question is to know the perception of each individual about trainer and
requirement of trainer as some believe that trainers is not required or has no influence in gym
services and people who are more in favor of gym services thinks that trainer is helpful. 53.33%
or 8 of respondents said that they need trainer at gym and remaining 46.67 % or 7 respondents
perceives that trainers are not that important. It is clear from the result that need and requirement
of each individual is different and that depends on their perception and attitude. Their perception
or behavior is influenced by confidence and service experience it might be possible that the
person who think trainers are not that important have negative experience with their services
(Petty and Brinol, 2010).
Que 4: How much would you like to spend on gym services?
2000-4000
4000-6000
6000 above
The objective of this question is to understand the demographic factors that influence the
behavior or pattern of consumer. From this survey it is analyzed that 60% or 9 respondents spend
between 2000-4000 in gym services and these respondents and out of that most of the
respondents are female, this indicate that female of Australia don’t want to spend more in gym
services. 33.33% of respondents or 5 respondents can spend more than 6000 on gym services and
all these are males. This indicates that male spend more in gym services and perception of male
and female is different for a similar services. From that it can be concluded that demographic
factors also influence the consumer buying decision (Zhang et. al, 2014).

Consumer Perception 5
Que 5: What motivates you more to use gym services?
Healthy Lifestyle
Status
Personal Goals
Through this survey motivation factors are identified that means what motivates individual to use
gym services. 40% of respondents or 6 respondents use gym services because they think that
gym gives healthy lifestyle to people so from all the factors main factor that motivates
respondents is getting healthy lifestyle followed by status and then personal goals. 33.33% of
respondents think that using gym services is a way to maintain status in the society so that means
some societal factors influences their buying decision. This is connected to Maslow’s hierarchy
of needs theory in this some use gym services to fulfill their esteem needs and some use gym
services to get healthy lifestyle or to fulfill physiological needs (Ewen, 2014).
Que 6: I would like to know the important factor that you consider when using a gym service.
Few elements are given below please rank them as per the most preferred aspect as 1 and least
preferred as 5.
Attribute Rank
Price or Membership fee
Place
Equipment
Brand Name
Trainer
The objective behind this question is to know the habits, factors, and things that Australian
people consider while using gym services. From the data it is analyzed that the main factor that
influence the behavior of consumer is brand name and price, 33.33% respondents are influenced
by price or membership fee and other 33.33% are influenced by brand name. Other factors like
place, equipment and trainers are secondary consideration for people. After looking for brand

Consumer Perception 6
and price customer looks for equipment and trainers and then place. So least preferred factor in
using gym service is place.
Que: 7 What equipment you like the most in gym services? Please rank them as per your
reference, 1 for the most preferred equipment and last to least preferred equipment
Gym Equipment Rank
Cross Trainers
Rowing Machines
Exercise Bikes
Weights and bars
Weight Loss
From the data collected it is analyzed that individual differences also affect the buying decision
of a person. In case of gym services, respondents have different preferences as per their
individual differences, needs and capabilities. Most of 53.33% of respondents prefer weight bars
and weight loss equipment and other prefer exercise bikes and rowing machines. This preference
of individual such as interest, values, attitude, belief, motives, skills and habits all these factors
affects their decision of buying gym services (Jonassen and Grabowski, 2012).
Que: 8 How satisfied you will be if we provide you a gym service near your locality?
Very satisfied
Somehow Satisfied
Somewhat Dissatisfied
Dissatisfied
Neither satisfied nor dissatisfied
From the survey, it is known that place is not a factor that influences the buying decision of
respondents. 66.67% of respondents will be satisfied if a gym service is provided near their
locality or community. Place is not a factor that influence their choice or buying decision.
33.33% dissatisfied and don’t want any gym service in their locality. Those who are not satisfied
because they perceive that gym services are not that important and people don’t want gym and
other equipment to make their lifestyle healthier rather they believe in yoga and healthy diet to

Consumer Perception 7
live a healthy life. This indicate that individual perceive same services in different way (Maltby
et. al, 2010).
Que: 9 To what extent will you be satisfied if I say “Gym services makes a person lifestyle and
body different”
Strongly Agree
Somewhat Agree
Somewhat Disagree
Strongly Disagree
From the data collected, it is analyzed that half of the respondents or 53.33 % are strongly agree
that gym services change person lifestyle and body. 26.67% somewhat disagree on this statement
and perceive that gym is not the only way to change lifestyle and body. There are other factors
also that can contribute in changing lifestyle and body of an individual. Perception is the
awareness level that consumer has and how they interpret the reality and interpretation of
individual differ for a same situation. The objective of this question is to know the consumer
perception and the process of consumer perception includes sensing, organizing and reacting
(Moreno et. al, 2015). Perception of individual depend on these stages and from this analysis it
is concluded that those respondents who are agree on this statement has positive perception
towards gym services and those who disagree on this statement has negative perception on gym
services.
Que: 10 Please fill the below details;
Age___________
Gender______________
Profession_______________
Income (Monthly) _________________
From the demographic factors it is analyzed that most of the respondents who are male and age
25-30 are more dedicated towards gym services and in favor of gym services but respondents
who are above 30 age showed negative attitude towards gym services. Out of 15 respondents 6
were female and through analysis it is known that female spend less amount in gym services and
male spend more amount in gym services. Income level of people is also a factor that influences

Consumer Perception 8
buying decision of individual (Morgan et. al, 2016). Higher income group can spend more
amounts in gym service and on an average people can spend 3000 on gym services.
References
Ewen, R. and Ewen, R.B., 2014. An introduction to theories of personality. Psychology Press.
Hawkins, D.I., Mothersbaugh, D.L. and Best, R.J., 2010. Consumer behavior. NY: McGraw-
Hill.
Jonassen, D.H. and Grabowski, B.L., 2012. Handbook of individual differences, learning, and
instruction. Routledge.
Moreno, F.C., Prado-Gascó, V., Hervás, J.C., Núñez-Pomar, J. and Sanz, V.A., 2015. Spectator
emotions: Effects on quality, satisfaction, value, and future intentions. Journal of Business
Research, 68(7), pp.1445-1449.
Morgan, C.J., Croney, C.C. and Widmar, N.J., 2016. Exploring relationships between ethical
consumption, lifestyle choices, and social responsibility.
Petty, R.E. and Brinol, P., 2010. Attitude change. Advanced social psychology: The state of the
science, pp.217-259.
Thompson, E.R. and Prendergast, G.P., 2015. The influence of trait affect and the five-factor
personality model on impulse buying. Personality and Individual Differences, 76, pp.216-221.
Vogel, T. and Wanke, M., 2016. Attitudes and attitude change. Psychology Press.
Yu, H.S., Zhang, J.J., Kim, D.H., Chen, K.K., Henderson, C., Min, S.D. and Huang, H., 2014.
Service quality, perceived value, customer satisfaction, and behavioral intention among fitness
center members aged 60 years and over. Social Behavior and Personality: an international
journal, 42(5), pp.757-767.

Consumer Perception 9
Appendix
Questionnaire
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