Characteristics of Customer Preferences for Gym Selection: Malaysia

This report investigates the characteristics of customer preferences towards gym selection, focusing on a case study of Fitness First in Malaysia. The research explores various factors influencing customer choices, including price, facilities, brand image, online reviews (EWOM), quality, and customer relations. The study aims to identify the factors that affect customer purchase intention and to analyze the impact of product-related aspects, facilities, and EWOM on customer decision-making. The research employs a conceptual framework to analyze the relationship between independent variables such as price, quality, fitness training programs, and social influence, and their impact on dependent variables like customer preferences and purchase intention. The significance of the study lies in providing insights into attracting buyers, understanding customer purchase intention, and identifying areas for improvement within the fitness industry. The report also includes a literature review and references relevant academic sources.

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.

RESEARCH QUESTION &
OBJECTIVESResearch questions
What are the factors that influence customer perspective towards section of GYM.
Objectives
To analyze the influence of product related factors that affects purchase intention of
customers.
To analyze the perception of customers towards the facilities offered by Fitness first,
Malaysia.
To determine the importance of EWOM, that influence mind-set of customers.

SIGNIFICANCE OF STUDY
This study is based on identifying perception of customers towards selection
of Gym.
From this study, researcher will get to know that what factors can might
attract the buyers. With help of it, better undersetting can be developed in
terms of product related factors.
This study will be beneficial to Malaysian, as they can select their gym
without getting confusion.
Furthermore, this research will help to understand that what influence
customer purchase intention and areas need to focus for having improvement.

ACADEMIC CONTEXT
RESEARCH VARIABLE- In this, research is based on the variable, characteristics and attributes of the
individual or the environment of the study that must be of interest in research study. This has been categorized into
following things as are-
Dependent- It is kind of factor that is changed by the effect of associated factors or phenomenon can be termed out
as independent variable.
Independent variable- It is term that is not dependent on anyone and its stands alone and not changed by the other
variables at the time of its measurements.
How independent variable influence dependent variable-
It is manipulation that independent variable that has changed the changes in the dependent variable.

CONTINUATION
HYPOTHESIS
H0- Product prices has positive impact on preference of customers.
H1- Quality leads to have huge impact over purchase intention of customers.
H2- Fitness training program has positive impact towards selection of Gym.
H3- Social influence changes customer perceptive positively.
H4- Customer relation has positive impact on purchase intention.

CONTINUATION
Framework for the presentation and explain-
In this study, price, quality, customer relation, fitness training program are factor that impact selection towards
gym.
Price- In this, price affects the customer in positive and negative manner and it also impacts on choice of
customers towards gym selection.
Quality- The quality is dependent factor as effective services always attracts customer and it leads to change
perception of customers.
Fitness training- It is dependent factor as it creates positive impacts in the mind of customers.
Social influence- The mouth of people also dependent factor as it helps to change the perception of people.

OPERATIONALISATION OF
VARIABLES
Variable Item Journal source Data base
Dependent Price, quality, fitness
training program, social
influence
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https://marketing.confer
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Science direct
Independent Customer relation http://www.globeco.ro/w
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