Analyzing Gym Selection Preferences of Generation Y in Malaysia

This report examines the gym selection preferences of Generation Y in Malaysia, focusing on factors influencing their choices. It explores the determinants of gym selection, including price, quality of services, programs offered, social influences, and customer relations. The research investigates the relationship between these factors and customer satisfaction, as well as the intention to continue gym usage. The study also addresses research gaps in the existing literature and offers recommendations for encouraging Gen Y to maintain their gym memberships. The report includes a literature review, research methodology, data analysis, and conclusions, providing a comprehensive understanding of consumer behavior in the Malaysian fitness industry.

A study on the preference of Generation Y on
the selection of gymnasium in Malaysia

Table of Contents
ABSTRACT....................................................................................................................................................3
INTRODUCTION .........................................................................................................................................4
Background................................................................................................................................................4
Fitness among Malaysians.........................................................................................................................4
Problem statement......................................................................................................................................4
Research Questions....................................................................................................................................5
Research Objectives ..................................................................................................................................5
Significance of study..................................................................................................................................5
Research structure .....................................................................................................................................5
LITERATURE REVIEW ..............................................................................................................................6
Background ...............................................................................................................................................6
Research Framework and Theory..............................................................................................................6
Literature Review.......................................................................................................................................6
Research Gap..............................................................................................................................................7
Conclusion .................................................................................................................................................7
RESEARCH METHODOLOGICAL.............................................................................................................7
Background................................................................................................................................................7
Concluding remark ....................................................................................................................................9
REFERENCES.............................................................................................................................................10

ABSTRACT
The aim of this research study is to assess the specific characteristics of preferences of customers
regarding the selection of gym. The major issue related to the research is that less amount of research and
study has been done in the area of preferences of customers regarding gym selection. The present research
project is related to a gym sector in Malaysia. The report will mainly concentrate on customer's perception
regarding the services of gym such as training, cardio, weight training, steam bath and other services
offered by gyms. By assessing customers wants and requirements, above mentioned fitness clubs would be
able to improve their profitability.

INTRODUCTION
Topic - “ A study on the preference of Generation Y on the selection of gymnasium in Malaysia”
Gymnasium (gym) which is place that is fully equipped with machines for physical workout.
People have different preferences regarding the various services offered by the fitness studios which
ultimately affects their choice. The current research report will highlight changing preferences of
generation Y which includes people belonging to age group of 25-39 years, on picking of gymnasium in
the country.
Background
Fitness is a measure that assess the ability of human to perform daily functions in the most
efficient and effective way without any fatigue. Gym is a place which provides all the facilities to people
improve their health and overall fitness. The purpose of gyms is to promote weight loss, enhancement of
strength of muscle, flexibility, balancing, to provide protection against osteoporosis (Walliman, 2017).
The concept of fitness is becoming highly popular than ever and continuous evolvement of technology has
resulted into new training methods, equipments, diets and other gyming services. In fact, this section of
service industry is contributing to a significant level in country's total income.
Customers choice regarding the selection of gym depends upon cleanliness, occasional group
exercise classes, club consulting, personal trainers during its day time operation. The research project is
focussing on characteristics of customer preference and the research will include various gyms so that
wider perspective of customers could be gained.
Fitness among Malaysians
Y gen in Malaysia is characterised by their growing interest in leading a healthy and fit lifestyle.
This is reflected in their choice of food, fall in the rates of obesity etc. This generation is more into
personalised and modern workouts rather than spending time on treadmills and stair climbers.
However, high cost of membership is one of the setback faced by Y Gen in Malaysia. This does
not mean that this segment of customer have abandoned the gymnasiums, specialised classes, group
workouts etc., are some of their alternatives to stay fit (JADEJA, 2018).
Problem statement
There are many problems related to the gyms and fitness studios. For example, around 61.3% of
the gym users paid their membership but continued it only for 3 months, while 16.1% continued for 4- 6
months, 13.7% continued for more than 12 months ( Lets us dissect the fitness industry in Malaysia,

2017). This is due to various reasons such as customers gets little support from the general trainers,
customers themselves lacks the needed motivation for continuing the workout. Furthermore, there is no
commitment from customers to continue services of gym. As such, this study will address these issue by
looking at the preference of Generation Y when selecting an appropriate gymnasium in Malaysia.
Research Questions
The research question is indicated below.
 What are the determinants of selecting an appropriate gymnasium among Gen-Y in Malaysia ?
Research Objectives
 To analyse the relationship between the determinants of selecting a gymnasium and the perception
of Gen-Y customers towards gymnasiums in Malaysia
 To ascertain the impact of Gen-Y customers’ perception towards gymnasium and their intention to
continue using the services
 To ascertain whether gender differences affects the relationship between the determinants of
selecting a gym, customers’ perception towards the gym and their intention to continue the
services available in the gym
 To understand the perception of Malaysian consumers related to gym services offered by fitness
club
 To ascertain the ways through which Gen Y can be encouraged to continue gym for longer
duration
Significance of study
This study will be beneficial to Malaysians as they can choose their gym without getting confused.
This research will help society understand the determinants of customer purchase intention and identify
areas that need improvement. This study mainly focusses on the perspective of customers towards the
selection of gym. The determinants of selecting a gym include quality, cost, products services, social
influences, equipment’s and customer relations (Miranda, Tavares and Queiró, 2018).
Research structure
Chapter I : This chapter involves the general information regarding gyming, exercising, what is the
perception of Gen Y towards healthy and fit lifestyle. It also involves the problem related to gym such as
large number of people pay their membership fees but does not continue it for more than 3 months.

Objectives and questions of research are also mentioned in this chapter. The objectives of the research
study is to analyse the relationship between the determinants of selecting a gymnasium and the perception
of Gen-Y customers towards gymnasiums in Malaysia and to ascertain the impact of Gen-Y customers’
perception towards gymnasium and their intention to continue using the services
Chapter II : This chapter consist of literature review available related to the research problem. It involves
critical evaluation of each of the objective of research. The information in this chapter is extracted from
the secondary sources for supporting the study and for answering the research question which is to
ascertain the determinants of selecting an appropriate gymnasium among Gen-Y in Malaysia.
Chapter III : In this chapter, methodology of research will be highlighted such as research design,
approach, types of data collection method, sampling etc. For example , there are different kinds of
research philosophies such as interpretivism, pragmatism, positivism which will be selected by the
research which suits the type of research study.
Chapter IV : Data analysis is included in this chapter in which collected data is analysed with the help of
statistical tools and graphical representation. For example, when the research type is quantitative then
Primary data is collected which is then evaluated and analysed with the assistance of SPSS tools that states
the results in the numerical terms.
Chapter V : Recommendations and conclusions of the complete research are included in this chapter. It
involves the strategies which could be adopted by gyms for encouraging customers to continue the
facilities of gym for longer duration.
LITERATURE REVIEW
Background
Literature review is the thorough analysis of the current and existing knowledge available along
with with substantial findings. In this research project, existing knowledge related to the customer
preferences regarding gym will be critically evaluated, does the gender differences affects the preferences
of selecting gym, intention of continuing gym, what are the factors that affects the choice of Gen Y for
selecting a gym etc.
Research Framework and Theory
Theoretical framework of research project involves concepts, definitions, references which are
relevant to scholarly articles, available theory used for the present study. This section will involve the deep
understanding of the research problems and objectives which will help in finding out meaningful findings.

Figure 2.1 Research Framework relating to the determinants of selecting a gym with customer
Satisfaction and the willingness of customers to continue going to the gym.
Literature Review
Price :
According to Reed, (2017), price is one of the factor that affects the selection of gym for
Malaysians. High cost of gym membership affects the decision of people in joining gym.
However, John Howard and Jagdish (2019) proposes theory of buyer in which it states that buying
behaviour of consumers depends upon rationality of the people. The theopry explains the brand selection
behaviour of consumers. The theory proposes that buyer is within the bounded rationality which means
that a consumer is within the boundary of its cognitive and learning abilities to select the brand of
good/service it wants.
Illustration 1: Theory of consumer behaviour

(Source : A Theory of Buyer Behavior, 2019)
Quality :
In the view of Yap and Ong (2017), customers prefers the quality services from the fitness clubs
that includes cleanliness, modern equipments, qualified trainers, additional services such as steam bath,
massage facilities etc. Due to the high competition in the fitness industry, quality of the services is one of
the major factor which impacts the decision of customers in selecting a fitness studio for themselves.
However, Stein and Ramaseshan (2016) says that improvement in the quality increases the price of
the gym services which sometime demotivate people in joining the gym. This is the one of the challenges
which the gyms faces that is to provide the best quality services at the most affordable.
Program and Services offered :
According to Keogh, Li and Gao (2019)Medical monitoring, in-body screenings, personal
training, gym salt water pools, nutritional counselling, sporting activities etc., are some of the main
services offered by the gyms in Malaysia upon which the decisions of customer's depends. Due to
technological improvisation, the number of services and programs are increasing day by day and this is
one of the crucial factor upon which the decision of customers relies because they want maximum number
of services to satisfy the worth of money they have paid for the gym membership.
Social influence :
In the view of Chan and et.al., (2019) social influences is one of the factor that motivates and helps
people in becoming consistent in their fitness habits. Even the peer pressure affects the decision of people
regarding which gym they shall select. Increasing fitness trend in the society is another factor which
influences the decisions of the customers. People becoming more conscious about their body and health is
the reason which has contributed to the rise of fitness industry significantly in the country.
Customer relations :
As per Albertsen and et.al., (2018) customer relations is the procedure through which organisations
establishes and maintains their relationships with the customers. How fitness club engage its customers
and what customer support services it offers to its customer's is one of the important determinant that
influences the selection of a gym. For example, gyms uses various methods of engaging its customers such
as offering coupon booklet, organising special clubs, contest, extended memberships etc.

Research Gap
Other have done studies on the determinants that have influence on customers in selection of a
fitness club. They have not provided any recommendation through which people can be encouraged to
make people to go regularly to gym.
Conclusion
It can be said that price, quality, customer relations strategies, social influences are some factors
that have major impact on selection of a gym as well as their intention to continue the same for long time.
RESEARCH METHODOLOGICAL
Background
This chapter outlines the methodologies that are used for carrying out the primary research which
includes designing, sampling, data collection, data analysis etc. Below is the brief discussion of each
methodologies :
Research Approach : This refers to the method which will be used for accomplishing the research. There
are different kinds of research approaches such as deductive and inductive approach. For the present
study, deductive research approach will be used as it compliments the quantitative method of data
collection (Kumar, 2019).
Research Strategy : There are two kinds of research strategy namely, qualitative and quantitative
strategies. Quantitative research is concerned with gathering numerical data while qualitative research is
concerned with gathering non numerical data (Flaherty, Honeycutt and Powers, 2015). In present study,
quantitative research strategy will be used for finding the perception of customers regarding the services
offered by gyms and their intention of continuing the gym for longer duration.
Data collection : There are two techniques through which data could be collected namely, primary and
secondary data. For the present research project report, the researcher will use both secondary method in
the form of reviewing past studies and primary method by preparing questionnaire and collecting data first
handedly, directly from the respondents who are the customers of gyms in Malaysia.
Sampling : It means to select a minimum sample size for conducting primary research. There are two
types of sampling known as probability sampling and non probability sampling. Fore present study, non
probability sampling and purposive sampling will be used in which sample size will be selected on the

basis of random sampling for ascertaining the preferences of customers regarding the selection of gym in
Malaysia.
Research Design and Measurement of constructs : Research design can be defined as the manner in
which the entire research would be carried out. In simpler terms, it means how the research questions
would handled and answered (Jackson, 2015).
Conceptual framework
Construct:
service attributes Questions based on the questionnaire survey Main source
Price Part 1 a Is membership fees affordable Reed, (2017)
b Are the prices of gym services priced

fairly
c Does the money spent on facilities
worth its qualities
Quality Part 2 a Does the quality of services meets your
expectation
Yap and Ong
(2017)
b Is the
Customer
relations
Part 3 a Does the gym facilitate customers with
excellent support services
Albertsen and
et.al., (2018)
Social influence Part 4 a Have you joined the gym because of
peer pressure & surrounding
environment
Chan and et.al.,
(2019)
Programs &
services
Part 5 a Does your gym provide only basic
workout services or it provides some
other customer engaging services &
programs
Keogh, Li and
Gao (2019)
Research hypotheses: It is a tentative statement which is concerned with the relationship of dependent &
independent variables.
Hypothesis
H1 Customers perception of Malaysian consumers related to gym services offered by
fitness club
H2 The impact of Gen-Y customers’ perception towards gymnasium and their intention
to continue using the services
H3 Relationship between the determinants of selecting a gymnasium and the perception

of Gen-Y customers towards gymnasiums in Malaysia
Data analysis : Data collected through questionnaire will be analysed graphically with the help of charts
and through statical methods such as PLS-SEM analysis which is a Partial Least Square Structural
Equation Modelling for assessing reliability and viability of constructs (Quinlan and et.al., 2019).
Research ethic: Ethics are the beliefs that differentiates between acceptable and non acceptable
behaviour. Ethics are important for promoting aims of research, it promotes values which is necessary for
team work and ethics helps in gaining public support (Lacey and et.al., 2015). Honesty, integrity, due
diligence, confidentiality are some ethical considerations that will be taken care of while conducting
research.
Limitation of research : Time was the constraint which limited the scope of research. This was the
reason that only 100 respondents were taken as sample size.
Reliability and validity : Reliability can be as the extent to which the same result can be acquired using
the similar instruments more than one time (Mackey and Gass, 2015). R-square, composite reliability are
techniques which could be used. Validity refers to the extent to which scientific research methods have
been applied in process of creating research findings. Discriminant validity is one of validity test which
could be used by researcher.
Concluding remark
It can be concluded that research methodology is the systematic procedure of conducting a
research. Application of different research methodologies helps in providing a proper structure to the
research study which the research paper more meaningful and presentable.

REFERENCES
Books and Journals
Albertsen, L and et.al., 2018, May. An Abstract: Consumer’s Acceptance of Food Innovations: Effects
on Product Perception and Consumer Behavior. In Academy of Marketing Science Annual
Conference (pp. 505-505). Springer, Cham.
Chan, S. Y and et.al., 2019. Knowledge, attitude and perception of Malaysian pharmacy students towards
doping in sports. Journal of Pharmacy Practice and Research. 49(2). pp.135-141.
Flaherty, T. B., Honeycutt, E. D. and Powers, D., 2015. Exploring text-based electronic mail surveys as a
means of primary data collection. In Proceedings of the 1998 Academy of Marketing Science (AMS)
Annual Conference (pp. 260-264). Springer, Cham.
Jackson, S.L., 2015. Research methods and statistics: A critical thinking approach. Cengage Learning.
JADEJA, K., 2018. CUSTOMERS PERCEPTION ABOUT THE SERVICES PROVIDED BY GREEN
LEAF CLUB.
Keogh, C., Li, C. and Gao, Z., 2019. Evolving consumer trends for whey protein sports supplements: the
Heckman ordered probit estimation. Agricultural and Food Economics. 7(1). p.6.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications Limited.
Lacey, J and et.al., 2015. Informed adaptation: ethical considerations for adaptation researchers and
decision-makers. Global Environmental Change. 32. pp.200-210.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design. Routledge.
Quinlan, C and et.al., 2019. Business research methods. South Western Cengage.
Reed, K.E., 2017. Environmental Awareness and Concern of the “carbon Cost” of Activities and Food
Choice in Male University Gym Users, with Particular Reference to Protein Consumption.
In Sustainable Development Research at Universities in the United Kingdom (pp. 147-157).
Springer, Cham.
Stein, A. and Ramaseshan, B., 2016. Towards the identification of customer experience touch point
elements. Journal of Retailing and Consumer Services. 30. pp.8-19.
Walliman, N., 2017. Research methods: The basics. Routledge.

Yap, W. X. and Ong, D. L. T., 2017. The Impact of Gym Club Servicescape on Individual Behaviour: The
Mediating Role of Emotional Response. In Marketing at the Confluence between Entertainment and
Analytics (pp. 781-785). Springer, Cham.
Online
Theory of consumer behaviour.2019.[Online]. Available through <https://www.jagsheth.com/consumer-
behavior/a-theory-of-buyer-behavior/>
Lets us dissect the fitness industry in Malaysia. 2017. [Online]. Available through
<https://wenghonnfitness.com/this-is-the-reason-why-commercial-gym-will-be-wipe-off-in-5-years-time/.