1.

How important are the following factors while selecting a

fitness centre?

60

50

40
Not at all Important
30 Not that Important
Neutral
20 Important
Very Important
10

0
Monthly Location Ambience Equipments Trainer
Fees

From The data, it is apparent that the target set gives

High importance to the following:
a) Ambience
b) Location
Medium importance to the following
a) Monthly Fees
b) Trainer
and less importance to Equipments being used in the gym.
This is the reason why the project focuses on how to minimise
equipment costs and provide the other benefits that women wants
 2. How much are you willing to spend (monthly)?

Money willing to spend

35

30

25

20

Number of people
15

10

0
Less than 500 500-1000 1000-1500 More than 1500

We see that a majority of our target market is willing to pay decent

amount for a fitness centre and therefore it is worth investing for the
interior or the ambience or the other areas excluding equipments.
We also found out that the majority of this high paying market
belongs to the age of 26 or below
After that age, the tendency to pay for personal fitness falls.
 3. How much time are you willing to spend for your daily
fitness regime?

Sales

30 mins – 1 hour
1-1.5 hours
More than 1.5 hours

Almost the entire set is willing to devote more than an hour to fitness.
4. What will you be looking for in a fitness centre

Series 1

Weight gain

Weight Loss Series 1

Strength Training

0 10 20 30 40 50

This will help to form a blueprint of the structure of the fitness centre
It will be expected that major chunk of customers would be looking
for weight loss and least number would be looking for strength
training.
 5. Which heavy equipments are equipments that are a must(select
two)

Equipments preffered

Treadmill
Cycling
Leg press
Other

The heavy equipments which need to be retained in the new setup

would be treadmills and cycles as they are selected by most of our
target market. These two heavy equipments seem to be enough for the
requirements of our target market and therefore this would help us in
reducing the cost manifold. This would also save the space of other
equipments
 6. What additional services would you opt for? ( Select Two)

Priority of Additional services

70

60

50

40

30

20

10

0
Swimming pool Spa Sauna Massage Nutritionist Others

It can be noted that nutritionist is the main focus of our target market
therefore should be a must while forming a business. Massage and
Swimming pool should be considered next but as construction of a
swimming pool requires huge amount of investment, a larger
consumer acceptance is sought.
 1. Do you think increased interaction with fellow members in the
gym would help you exercise more efficiently?

Responses

Yes

No

Majority of the target market, as expected feel the need to

communicate with co-members and feel that this would improve the
overall efficiency of their fitness regime.
This is something we will be focusing on making our one of the
Unique Selling Proposition and therefore increase the target market.
 1. Age vs. Occupation chart of respondents
Below 25 26-35 36-45 46-55 Above 56 Total
Student 19 2 - - - 21
Self -employed 2 6 6 - - 14
Business 5 4 - 1 - 10
Service 10 3 4 - - 17
Others - - 8 6 4 18
Total 36 15 18 7 4 80

2. Are you currently a member of any gym?

60

50

40 Yes
30 No No

20

10
Yes
0

Category 1

We are mainly focusing on the target market that are not a member of
any fitness centre as to say so that we get an unbiased view of what
they expect from a new venture without any preconceived notion.