Lords Gym: Student Attitudes Towards Exercise and Marketing Analysis

This report presents an applied research study examining student attitudes towards exercise and the marketing strategies employed by Lords Gym in Malta. The research investigates the benefits of physical activity, the influence of student attitudes on gym membership, and the challenges faced by the gym in attracting and retaining student members. The report includes a literature review exploring existing research on exercise and marketing, as well as a detailed methodology outlining the research stages, data collection methods, and analysis techniques. The findings address the research questions, including student attitudes towards exercise, effective marketing strategies, and challenges faced by the gym. The report concludes with implications for stakeholders and recommendations for improving gym services and marketing efforts.

Applied Research and
Development

Table of Contents
TASK 1............................................................................................................................................3
Background of research project..................................................................................................3
B. S&E 2. Literature Review......................................................................................................3
TASK 2............................................................................................................................................5
Three ideas that support in selection of appropriate research topic............................................5
Attributes of research topic.........................................................................................................6
Research question and objectives................................................................................................6
Different research stages.............................................................................................................7
Gantt chart...................................................................................................................................8
TASK 3............................................................................................................................................9
A. K&U 4: Research approach. ..................................................................................................9
B. K&U 5: Research philosophy...............................................................................................10
C. K&U 6: Stating position associated with research paradigm...............................................11
D. A&A 4: Examining the research methods............................................................................11
E. K&U 2: Ethical issues associated with the research.............................................................12
TASK 4..........................................................................................................................................13
Data Analysis............................................................................................................................13
TASK 5..........................................................................................................................................21
Reflect on the issues that emanate from this research project..................................................21
B. S&E 3: Implications of research findings on stakeholders..................................................22
CONCLUSION..............................................................................................................................23
REFERENCES..............................................................................................................................24
APPENDIX....................................................................................................................................26

TASK 1
Background of research project
Exercise is an activity carried out by person which required physical efforts in order to
improve and sustain health as well as fitness. In recent time students focus on physical fitness
along with mental well-being, which is quite beneficial for them. Awareness about the
importance of physical activities, drive students towards gym and change their attitudes in same.
They have positive attributes towards gyming for well fair and quality of life.
The present research is based on Lords gym, which is one of the most popular and well-
known gym established in Malta. They offer its best service to those people who work for it,
company is at level top and positioned right across street from beautiful safe Mediterranean sea,
they recommend their members to use sea after gyming session, come back of gym shower and
go on with their day. Trained workers of this gym are able to teach people Thai and Boxing
techniques, kettle bell exercise and Olympic lifting practices.
The purpose of this research is to determine the attributes of students towards exercise
and to market gym in effective manner. With this study it is easy to identify the benefits of
physical activities in gym and its importance in students lives.
B. S&E 2. Literature Review
Literature review is considered to be as the part of scholarly paper which in turn tends to
include substantive findings in order to bridge the gaps on the particular set of the research topic.
Literature review is considered to be a part of secondary source of data collection. This is the
data which is used for further studies. It helps in exploring the data already collected by the
scholars.
To identify the attitudes of students towards exercise.
Boldov, Gusev and Karpov, (2017) sought to determine the fact that, physical activity
and exercise in turn is considered to be one of the key factor which in turn results in prevention
of the obesity among individuals. It results in various health benefits and leads to living better
quality of life. Students tends to have a positive attitude towards the exercise and physical
activity because it tends to influence the way individual live their life. The key benefit associated
with the physical activity at the gym in turn helps in improving the cardiovascular fitness,

controlling weight, building muscles and strong bones. It also helps in reduction of symptoms
associated with depression and anxiety and also reduces risk of developing ill health conditions.
Panza and et.al., (2018) investigated that, with the increased in the use of technology in a
modern era, students tend to get less engaged in physical exercise which in turn results in various
health issues and problems among the individuals at a very young age. Low level of physical
exercise patterns has been observed within students. This in turn eventually results in higher rate
of obesity, poor mental health, cardiovascular disease, etc. students feel less motivated to get
indulged in the physical exercise is because of the lack of knowledge associated with the
physical activity.
To determine strategies for marketing company services to students
Subramaniam and Mercier, (2017) examined that, running several ranges of promotion
on the social media platforms in turn helps in attracting attention of the customers within the set
target market and segment. Social media platforms such as Facebook, Instagram, Twitter,
LinkedIn, YouTube, etc. by including data which helps in making people aware about the
benefits of physical exercise at a very young age. Getting insta savvy and creating an effective
marketing story helps in attracting attention of the customers for the gym membership. This in
turn is considered to be one of the effective strategy which in turn helps in motivating students
and young people to get engaged in the physical activity in gym. Hutzler and et.al., (2019)
evaluated that, giving advertisement on newspaper, local networks, radios, etc. in turn is
considered to be an effective marketing strategy in order to promote gym. Offering various
corporate wellness initiatives in turn helps in encouraging young individuals to become the
member of the gym. Writing blogs associated with the benefits of gyms and physical fitness and
exercise in turn helps in seeking attention of the young people. This in turn helps in attracting
young individuals and students to increase the membership of the gym. As per the views of
Roberts, (2017), running the referring a friend programs is also an appropriate marketing
strategy, where the client who is referring tends to receive an appropriate incentive amount.
Offering special discount to the customers in turn is considered to be an effective strategy which
in turn helps in attracting large number of students in order to increase membership at the gym.
Giving training support by hiring the top trainers in turn helps in attracting more students in
order to enrol in the gym membership program. Offering effective machines and gym
environment to the members in turn helps in increasing the number of members at the gym.

Adding value by offering customized services to the client in turn helps in increasing the
membership at the gym.
To analyse the challenges faced by the gym while determine students attitude in context of
exercise.
Georgieva, (2017) sought to determine the fact that, students do not have sufficient time
to get indulged in the physical exercise. This in turn is considered to be one of the major
challenge for the gym to influence students to take out time from their busy schedule in order to
get indulged in the physical exercise. One of the key challenge faced by the gym is that, large
number of competitors who in turn is offering same range of services at a relatively competitive
price. This makes students confuse which gym to join. Saleh and Mazlan, (2019) argued that,
lack of self motivation and low self efficacy in turn is considered to be one of the major
challenge faced by the gym in order to influence the attitude of customers towards gym.
Students tend to have fear associated with getting injured while carrying out any set of physical
exercise at the gym. Boldov, Gusev and Karpov, (2017) said that, students facing difficulty in
paying gym membership fees. This in turn also acts a major challenge for the gym to influence
students attitude towards exercise. Hiring of talented trainers and building of the client base in
turn is considered to be one of the biggest challenges for the gym.
The key literature gap of the research study is to analyse the attitude of the students
towards exercise at gym. Another major reason for carrying out this research study is to
effectively evaluate effective marketing strategies which in turn helps in increasing the gym
membership. This study will help in bridging the gaps on the current knowledge of the subject
matter by effectively gaining appropriate conclusive results on the research topic, aim and
objectives.
TASK 2
Three ideas that support in selection of appropriate research topic
Survey-
It is the process of collecting data, when conducting survey, researcher pay for
production of survey questionnaires, when they chose large sample of general population,
investigator allot an incentive in kind. On the other side, other data collection methods such as
personal interview and focus group requires to pay more.

Interviews-
Face to face interviews is the another idea generated by researcher while determining the
research gap. It is one of the most effective types of data collection approach under qualitative
research. Here, researcher will collect information directly from interviews, it is perfect when
investigator need to collect highly personalized data.
Focus groups-
This data collection method is significantly an interview approach, but instead of being
face to face, here researcher conduct group discussion.
Attributes of research topic
Survey is one of the research idea researcher were chosen in order to gathered
information and data in context of above selected topic. By following qualitative type of
methodology, researcher prepared questionnaires to address research questions and to achieve its
objectives as well in effective way. Survey is the best method for gathering info, chose by
researcher. It helps to provide high degree of general abilities in representing a large population,
due to usual range of number of individuals who answers research questions, the data being
collected posses a better description of relative attributes of students towards exercise. As
compared to other approaches of data collecting, surveys allow researcher to extract info that are
near to appropriate attributes of focus groups.
Research question and objectives
Objectives-
 To identify the attitudes of students towards exercise.
 To determine strategies for marketing company services to students.
 To analyse the barriers faced by Lords gym while determine students attitude in context
of exercise.
 To recommend how students attitudes can be analysed to market gym services
Questions-
 What is the attribute of students towards exercise?

 What are the strategies marketing manager of Lord gym used to promote service in
market?
 What challenges or situations faced by Lord gym while determining the attributes of
students in context of exercise?
Different research stages
Literature review-
It is the most important chapter of research project, in which research will examine
secondary data from varied research journals, articles and books. Here, the topic of investigation
is discussed in deeply manner, regarding what other authors have supported as well as
contributed in previous.
Methodology-
In this stage, research methodology will discussed taken by the researcher in order to find
out the proper findings. While conducting investigation, researcher follow qualitative type of
methodology instead of quantitative in context of study. It will give an overview about how
whole research will be conducted and what approaches are utilized.
Identifying population-
Students across multiple colleges in Malta selected by researcher as sample size, in which
10 to 12 students from each focus unit age of 15 to 30 take participation to support further
research procedure. Focus group method for gathering data is chosen by researcher in this study.
Questionary-
This stage, researcher design list of essential questions in order to collect in depth
information relate to chosen subject from selected respondents to answer research questions in
effective manner. Hence, design of questionnaire is of topmost significance to assure relevant
data is gathered so that findings are generalizable and interpretable in systematic way.
Data collection-
It is the another stage of research process, in which researcher chose the suitable and
appropriate method for collecting data. Researcher of this study use secondary and primary data
source to collect a lot of info related to subject of research.

Data analysis-
This stage, describe how primary data is gathered and interpreted, it helps to give brief
analysis of outcomes obtained from knowledge, data analysis include tables, graphs and charts
along with their appropriate findings.
Conclusion-
In this stage, researcher shows what is summarized after accomplishing project with
findings. It gives an insight that about results of information and data collected by researcher.
Gantt chart
Task Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
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Identifying thr problem 2 days Thu 1/2/20 Fri 1/3/20
Auto
Schedule
d
Literature review 8 days Mon 1/6/20 Wed 1/15/20 1
Auto
Schedule
d
Definition terms and
conditions 4 days Thu 1/16/20 Tue 1/21/20 2
Auto
Schedule
d
Identifying the population 4 days Wed 1/22/20 Mon 1/27/20 3
Auto
Schedule
d
Developing the
instrumental plan 2 days Tue 1/28/20 Wed 1/29/20 4
Auto
Schedule
d
Data collection 21 days Thu 1/30/20 Thu 2/27/20 5
Auto
Schedule
d
Data analysing 35 days Fri 2/28/20 Thu 4/16/20 6

Auto
Schedule
d
Conclusion and
Recommedations 2 days Fri 4/17/20 Mon 4/20/20 7
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Identify problem
Literature review
Defining conditions
and terms
Identifying population
Developing
instrumental plan
Data collection
Data analysing
Conclusion and
Recommendation

TASK 3
A. K&U 4: Research approach.
Research approach constitute of set of assumptions which helps in analysing and
interpreting the research problem.
Basis Qualitative research Quantitative research
Meaning Qualitative research approach is very
useful in generating textual data
which in turn helps in seeking to
answer the relevant questions in
order to assess in- depth information
associated with human behaviour
(Glesne, 2016).
Quantitative research approach
tends to generate numerical data
which mainly consist of facts and
figures. This in turn helps in
effectively explaining the certain
phenomenon by critically
analysing numerical set of data.
Nature-based It is holistic in nature. It is particularistic in nature.
Research type It is based on exploratory. It is conclusive approach.
Methodologies Data can be collected through
grounded theory, case study,
ethnographic, etc.
Data can be collected through
interviews, questionnaire, survey,
polls, observation, experiments,
etc. (Bresler and Stake, 2017).
The researcher of the study will opt for qualitative research methodology approach
because it will help in finding the best possible solution and also identify several ranges of
patterns to the particular research study. Qualitative research in turn helps in effectively
providing better and in depth understanding on the various research problems.
B. K&U 5: Research philosophy.
Research philosophy is associated with the certain notion according to which the data has
to be gathered in certain phenomenon (Fletcher, 2017). Epistemology is considered to be as the
branch of the research philosophy which in turn is mainly linked with the set of sources, nature,
possibilities in the field of the study. Ontology is a part of the philosophical field which in turn

tends to revolve around the nature of reality associated with the research subject matter.
Axiology is also considered to be the branch of the philosophical method which helps in
assessing the value of the study. This method tends to focus on two core elements i.e., good and
desirable at the time of carrying out the research study.
Positivism research philosophy approach is mainly associated with the factual knowledge
which in turn has been gained with the help of observation (Silverman, 2016). This approach is
useful in exploring the social reality which in turn eventually is beneficial in gaining better
understanding through appropriate observation and reasoning.
Interpretivism research paradigm: This approach constitute of subjective interpretation where
human interest is taken into consideration which is useful for subjective interpretation which
helps in effectively understanding the reality of the subject matter.
C. K&U 6: Stating position associated with research paradigm.
The researcher of the study will opt for interpretivism research paradigm because it helps
in understanding the world based on the subjective experience. This approach is selected by the
researcher because it tends to reflect on the various aspects of the research problem by
effectively involving human interest into the research study. This research paradigm approach
helps researcher in critically understanding the attitude of the students towards exercise which in
turn helps in increasing the number of membership of students in gym (Mohajan, 2018).
D. A&A 4: Examining the research methods.
Research method
The researcher of the study will opt for qualitative research method because this in turn
helps in critically investigating the attitude of the students towards exercise which in turn helps
in increasing the number of membership of students in gym. The researcher of the study will
collect data through a survey by targeting focus group of students across various multiple
colleges. This in turn helps in gaining in- depth knowledge related to the specific subject matter.
Population, sample and sample strategy
10 to 12 participants who belong to the age group between 15 to 30 years have been
selected within the sample size. The researcher of the study in turn will choose simple random
sampling strategy where each individual present in the market in turn has equal opportunity to
get selected within the specific sample size (Almalki, 2016). This method is useful in drawing
inferences and is useful in reducing biasses in the result.

Data collection method
The researcher of the study will in turn carry out both primary and secondary source of
the data collection method. Secondary data collection is an approach where the information on
the research topic has already been collected beforehand by some other individual (Hadi and
Closs, 2016). The sources of secondary data collection includes records, censuses, journals,
books, reports, etc. Primary data collection is an approach where the information on the research
topic is collected through surveys by preparing a set of questionnaires based on the aim and
objectives of the research study. This in turn will help researcher in collecting new set of
information which helps in exploring the set subject matter. The key sources of collecting
primary information is through interviews, experiments, questionnaires, etc.
Explanation of how the data will be collected
The researcher of the study will collect data through survey by distributing questionnaire
to the set sample size. This method is appropriate because it helps in ensuring more accurate
results which in turn helps in drawing valid conclusion on the specific research topic. This
method is useful in gaining unbiased data which in turn helps in attaining valid conclusive
results.
E. K&U 2: Ethical issues associated with the research.
Ethical issues in research
Research ethics tends to govern the certain set of standards in order to conduct and carry
out research study. Ethics in research are considered to be the set of unwritten and written rules
which in turn helps in effectively carrying out the research study (Bresler and Stake, 2017).
Keeping all the information confidential in turn is considered to be one of the major issue in
research. Other key ethical issues associated with the research are objectivity, legality,
anonymity, carefulness, honesty and integrity, etc. Voluntary participation, legality, respect
towards intellectual property right, etc. are considered to be the key ethical issues while carrying
out the research (Ethics in Research and Scholarly Activity, Including Protection of Research
Participants, 2020).
Ethical issues relevant to research proposal
Keeping the information private and confidential in turn is considered to be as the key
ethical issue while carrying out the research study. Compliance with the legal laws and
intellectual property rights are also considered to be as the key ethical issue while carrying out