BSBMKG408B Conduct market research
Part A: Conduct and report on initial research
General information on the fitness industry and fitness industry trends, including the sources you have used to find this information.
Fitness industry general information:
• Fitness offers several services to help people in different age group maintain health and fitness. The services include gyms, fitness facilities, health clubs and training classes such as yoga, Pilates and Body Balance.
Fitness industry trends:
• The market of fitness now is growing and will be continuing the upward trend. Since fitness centre offers people a wide selection of classes and facilities in helping them to maintain a better and healthy life, the number of people going to fitness
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Survey question 5:
What do you think about our customer service?
Survey question 6:
What do you like most about John’s Gym?
Survey question 7:
What changes do you recommend to make John’s Gym better?
Survey question 8:
What are your main purposes for joining John’s Gym?
Survey question 9:
Which services/ training areas you use the most?
Survey question 10:
Have you referred friends or family members to John’s Gym?
Part B: Phase 2 – Conduct, analyse and report on market research (approximately 1000 words)
Your findings in relation to the data you have reviewed including the demographic and psychographic profile of target customers, pricing information, possible promotional activities and any other information that you have identified. You should present each part of this information in a chart, table or graph.
Demographic – Age group
Age 10 – 16 3%
Age 17 – 30 48%
Age 31 – 50 47%
Age 50 - 60 2%
Psychographic - Values
Working hard 25%
Because life is short, enjoy it! 45%
Work life balance is must 30%
The findings of your survey. Your survey should be attached as an appendix and you should record the results of your survey in a chart, table or
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To lose weight
Survey question 9:
Which services/ training areas you use the most?
Cardio service
Survey question 10:
Have you referred friends or family members to John’s Gym?
Yes. My sister.
Your recommendations for John’s Gym for increasing the number of member and addressing pricing issues, promotional activities, target customers and additional services offered.
• Recommendations for increasing the number of member:
Offer member gift and a generous discount on their annual fees if they refer any family members, friends or colleague. Also, all loyal customers or members on yearly contract can bring a friend to gym every Saturdays for free of charge.
• Recommendations for pricing issues:
Reduce 5% on customer’s fee if they sign in yearly contract so we can remain the loyal customer. Also, we can waive off 50% on joining fee for new customers that will increase the number of customer joining gym
• Recommendations for promotional activities:
More advertise on TV, local newspapers and internet. There would be more convincing on potential customers if we invite celebrities take part in advertising and