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Marketing research final work Document Transcript

  • 1. 1|Page Chapter 1 The Problem and Its BackgroundINTRODUCTION: Physically fit, is the most important thing for those who are body and health-conscious individual. They want to be healthy in a way that there’s no awkwardness by theirphysical appearance/s. Some seeks for alternatives just to be fit; taking dietary supplements,having treatments and surgery like liposuction, taking diet; and exercising. Exercising is the mosthealthy and effective way to loose weight with proper diet, of course. Did you know that some Filipinos are having heart attack because of lack ofexercise and unbalance diet. So why don’t you try to work-out or go to Gym to get enoughinformation and benefits about making your body healthier. How about those people who arebusy? There’s nothing wrong to give some time for your body exercise, FITNESS GYM isalways open even to those who are do not often go to Gym. Some are conducting their exercise at home, watching some yoga lesson, wakingup early just to jog, and most of people are going to Fitness Gym to acquire a total exercise.That’s why there are so many Fitness Gym present anywhere you go, some at malls, incommercial areas and any other places where people are.
  • 2. 2|Page Theoretical and Conceptual FrameworksINPUT: PROFILE OF THE PHYSICAL FITNESS RESPONDENTS Name Occupation Age Size Gender ResidenceOUTPUT:  Patronage of Physical Fitness Gym.  Nature of challenges for Physical Fitness Gym and their response.  How often they work-out?  Relationship between the respondents and the changes of their physical body with work-out facilities. STATEMENT OF THE PROBLEM The study aims to determine the Market Status of Physical Fitness Gym inLopez, Quezon. Specifically, this study will find answer to these following questions:QUESTIONS: 1. What is the profile of the respondents in terms of? A. Name D. Occupation B. Age E. Residence C. Gender F. Contact Number
  • 3. 3|Page 2. What is the profile of the Gym Instructor and owner of the Gym in termsof? A. Name D. Occupation B. Age E. Residence C. Gender F. Contact Number 3. What is the importance of visiting a Gym and work-out? 4. What time and day do the respondents manage to work-out? 5. Why do they need to be physically fit? 6. Are the facilities inside the Gym very useful? 7. What guidelines must everyone consider inside the Gym? 8. Do they maintain a regular habit of visiting a Gym? 9. What food do they prefer to eat after work-out? 10. Is there any safety and assurance inside the Gym? 11. Are there any refreshments and entertainment inside the Gym? 12. What is the assessment of the respondents about the service of the Gym?Assumption People need to be physically fit.Scope and Delimitation of the Study This study is all about the health consciousness among people. It alsodiscuss the benefits after working to the gym, tips on how to be physically fit, locationand facilities of the gym and how the management interact customer. This study focus onthe assessment of the service of Hard Body Gym.Significance of the Study
  • 4. 4|Page This research “Hard Body Fitness Gym in Lopez, Quezon: An Assessment”is significant to the respondents because it will help them to improve the body figure ofthe conscious people in the modern industry. This study has an importance to marketers because it will give theminformation about the lifestyle of the people who are conscious on their body figureincluding their health and physical appearance. They could use this information bydetermining a good health for the benefits of doing work-out. Furthermore, it will also help the students to enhance their skill in doing aresearch. This will serve as their stepping stone to be a marketing expert in the future.Definition of Terms Balanced diet- contains sufficient amounts of fibre and the various nutrients (carbohydrates, fats, proteins, vitamins, and minerals) to ensure good health. Bodybuilder- is a person who does special exercises regularly in order to make his or her muscles grow bigger. Body weight- is overwhelmingly used in daily English speech as well as in the contexts of biological and medical sciences to describe the mass of an organisms body. Diet- is the sum of food consumed by a person or other organism. Fitness- was commonly defined as the capacity to carry out the day’s activities without undue fatigue. Gym- was used in Ancient Greece, meaning a locality for both physical and intellectual education of young men. Health- the level of functional and (or) metabolic efficiency of a living being. Lifestyle- a characteristic bundle of behaviours that makes sense to both others and oneself in a given time and place, including social relations, consumption, entertainment, and dress. Physical exercise- is any bodily activity that enhances or maintains physical fitness and overall health and wellness. Chapter 2 Review of Related Literature and Studies
  • 5. 5|Page Increased level of physical activity may have valuable short term benefits,which could influence targets for the mental health key area. Physical activity has beenfound to improve self-esteem and self concept, and to lower levels of stress and anxietyin young people, all of which can contribute to enhance well being and an improvedquality of life. Part of the initial remit for the Physical Activity Task Force was to developnational Physical activity targets. However, it was decided to focus on promoting theuptake of a more active lifestyle rather than setting targets. Factors contributing to thisdecision included the change in scientific opinion about the amount of physical activityrequired to produce a benefit for health; and concern that population targets may bemisinterpreted as personal goals for the individual. An improvement in psychological variables also results from flexibility,exercises and strength training. However, research on the psychological benefits on thistype of activity is scarce. Based on the evidence available, it is recommended that youngpeople participate in continuous moderate vigorous aerobic activity to improvepsychological health. Chapter 3 Research Methodology This chapter covers all the design of research, population, and sample size,instrument used in processing the data.RESEARCH DESIGN This study uses the descriptive method of research. Descriptive DesignMethod of research is a fact finding study with accurate and credible interpretation offindings. This method tries to describe the present condition events or system based onimpression of respondents. The researchers used this method to find an answer to all the questionsinvolve in this study.POPULATION AND SAMPLE SIZE
  • 6. 6|Page This research study focused on the bodybuilders and health consciouspeople around the Lopez area, which they are customer of HARD BODY GYM fitnesscenter. Out of the 50 respondents, 60 % of them are regularly visiting the Gym.Therefore, the total outmost respondents in Lopez area are 30.DESCRIPTION OF THE RESPONDENTS The respondents of this research study where the health-conscious aroundpoblacion of Lopez area for which here, they can easily reach the Gym and most of themare living around the poblacion. The different respondents have their corresponding population and sample sizesare as follows:INSRUMENTATION The main total, which is used for data collection, the questionnaire, as oftenused in educational studies, is less expensive, more accurate question easily to answer,more assured confidentiality, perceivable and more understandable. The questionnaire contains three (3) sets which were developed by theresearchers. On the first set it composed of the letter of purpose of the research and basicinformation of the respondents. On the second set was the questionnaire based on thefacilities and amenities of the Gym. And lastly the third set is composed of the ratings ofthe amenities and facilities of the Gym; they rated the questionnaire 5-1. This instrument used by the researchers is questionnaire. They used thatinstrument because they believe that these will give them all the necessary informationneeded in this study.DATA GATHERING PROCEDURE The respondents were, of course those who are intended to visit and usingthe Gym. The researchers approached the person, who is in-charge, and let him distributethe questionnaire to the customers in times of their visit. The researchers allow the
  • 7. 7|Pagepersonnel to bring the questionnaire of those respondents to their house. Afterdistributing, the researchers collected the data’s and got ready organizing and analyzingof each questionnaire as well as presenting.STATISTICAL TREAMENT OF DATA After the researchers have been collected all of the questionnaire, the datawere now ready to evaluate and interpret. The following formulas are used to evaluate theresult. The Frequency and Percentage of distribution will be used to determine theperception of the body builders. Thus: Where: P = percentage f = number of response n = total number of respondents To evaluate the overall average responses of the respondents, assumed mean wasused to evaluate. Thus: x= Where: x = assumed mean = total number of respondents n = number of response Range Interval= Highest Score- Lowest Score
  • 8. 8|Page CHAPTER 4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA This chapter presents the statistical analysis and interpretations of data after the raw information were tallied and categorized using tabular forms. These enable the researchers to examine the findings thoroughly. Table 1: Frequency and Percentage distribution of Respondents According to Age and Gender. MALE FEMALE TOTAL Age Frequency Percentage Frequency Percentage Frequency Percentage 16-18 12 35.29% 12 30% 19-21 4 11.76% 2 33.33% 6 15% 22-24 6 17.65% 2 33.33% 8 20% 25-27 2 5.88% 2 5% 28-30 4 11.76% 4 10% 31-33 4 11.76% 2 33.33% 6 15% 34-36 37-39 2 5.88% 2 5% TOTAL 34 100% 6 100% 40 100% The table shows that most male, ranging from age of 16 to 18, are those people who are often go to Hard Body Gym with the frequency of 12 or 35.29%. And some male respondents ranging from age of 37 to 39 with the frequency of 2 or 5%. The female respondents, ranging from age of 19 to 21, 22 to 24 and 31 to 33 are those people who had an equal frequency of 2 or 5.88%. Table 2: Frequency and Percentage distribution of Respondents According to Occupation. MALE FEMALE TOTALOccupation Frequency Percentage Frequency Percentage Frequency Percentage Skilled 2 33% 2 10%
  • 9. 9|Page worker Student 16 47% 16 40%Unemployed 4 12% 4 10% EducatorGovernment 2 6% 2 5% officer Athletes 2 6% 2 5% Others 10 29% 4 67% 14 35% TOTAL 34 100% 6 100% 40 100% The table shows that most male respondents according to occupation are students with the frequency of 16 or 47%, while government officer and athletes got a frequency of 2 or 6%. The female respondents, with the different occupation, got the frequency of 4 or 67%, while female skilled workers got the frequency of 2 or 33%. Table 3: Frequency and Percentage distribution of Respondents as to whether there is safety assurance inside the Gym. MALE FEMALE GENERAL Options Frequency Percentage Frequency Percentage Frequency Percentage YES 34 100% 6 100% 40 100% NO TOTAL 34 100% 6 100% 40 100% The table 3 shows that all male agreed that there is safety assurance inside the Gym with the frequency of 34 or 100%. And all female also agreed with the frequency of 6 or 100%. Table 4: Frequency and Percentage distribution of Respondents as to whether they are gain benefit by going to the gym. MALE FEMALE General Options Frequency Percentage Frequency Percentage Frequency Percentage YES 34 100% 6 100% 40 100% NO TOTAL 34 100% 6 100% 40 100% The table shows that all male agreed that they are gaining benefits by going to the Gym with the frequency of 34 or 85%. The female also agreed with the frequency of 6 or 15%. Table 5: Frequency and Percentage distribution of Respondents as to whether they get tips on how to be fit.
  • 10. 10 | P a g e MALE FEMALE General Options Frequency Percentage Frequency Percentage Frequency Percentage YES 34 100% 6 100% 40 100% NO TOTAL 34 100% 6 100% 40 100% The table shows that all male respondents agreed that they get tips on how to be fit with the frequency of 34 or 100%. The female also agreed with the frequency of 6 or 100%. Table 6: Frequency and Percentage distribution of Respondents as to whether they get tips on how to be fit. MALE FEMALE Overall Rank Rank Rank Tips Frequency order Frequency order Frequency order Exercise regularly 9 2 1 3.5 10 2 Less eating rice on evening 4 4 1 3.5 5 4 Proper diet 4 4 1 3.5 5 4 Motivation and self discipline 4 4 1 3.5 5 4 Nothing 13 1 2 1 15 1 TOTAL 34 6 40 The table shows that the male respondents doesn’t write anything on how to be fit with the frequency of 13 or got the rank 1, while some of male respondents answered less eating rice on evening, proper diet and motivation and self discipline with the equal frequency of 4 or got the rank 4. The female respondents answered nothing with the frequency of 2 or got the rank 1, while the other female answers exercise regularly, less eating rice on evening, proper diet and motivation and discipline and the overall ranking “nothing” got the frequency of 15 or rank 1. Table 7: Frequency and Percentage Distribution of Respondents as to how often they go to Gym. Male Female OverallOptions Frequency Percentage Frequency Percentage Frequency PercentageOnce a week 6 18% 6 15%Twice a week 6 18% 2 33.33% 8 20%Trice a week 16 46% 2 33.33% 18 45%Only whenyoureavailable 6 18% 2 33.33% 8 20%TOTAL 34 100% 6 100% 40 100% The table shows that male respondents who are often go to the gym trice a week got the frequency of 16 or 46% while remaining male respondents answered once a week,
  • 11. 11 | P a g etwice a week and only when they are available with the same frequency of 6 or 18%. Thefemale respondents who are often go to the gym twice a week, trice a week and onlywhen you’re available has an equal frequency of 2 or 5%.Table 8: Frequency and Percentage distribution of Respondents as to whether they enjoythe company of other customer and management. Male Female General Options Frequency Percentage Frequency Percentage Frequency Percentage YES 34 100% 6 100% 40 100% NO TOTAL 34 100% 6 100% 40 100% The table shows that male respondents answered yes as to whether they enjoy thecompany of other customer and management with the frequency of 34 or 100% while thefemale respondents got 6% or 100%.Table 9: Frequency and Percentage distribution of Respondents as to whether there isentertainment section inside the gym. Male Female OverallOptions Frequency Percentage Frequency Percentage Frequency PercentageYES 28 82.35% 6 100% 34 85%NO 6 17.65% 6 15%TOTAL 34 100% 6 100% 40 100% The table shows that male respondents answered yes as to whether there isentertainment section inside the gym with the frequency of 28 or 82.35% while thefemale respondents who answered yes got 6 or 17.65% and some male respondentsanswered no with the frequency of 6 or 100%.Table 10: Frequency and Percentage distribution of Respondents as to whether they worklong hours in the gym. Male 1 Female General Options Frequency Percentage Frequency Percentage Frequency Percentage YES 16 47.06% 2 33.33% 18 45% NO 18 52.94% 4 66.67% 22 55% TOTAL 34 100% 6 100% 40 100% The table shows that male respondents answered yes as to whether they work longhours in the gym with the frequency of 16 or 47.06 % while the female respondents whoanswered yes got 2 or 33.33% with the general frequency of 18 or 52.94% and some malerespondents answered no with the frequency of 18 or 52.94% and some female whoanswered no got the frequency of 4 or 66.67% with the general frequency of 22 or 55%.Table 11: Assessment of Location
  • 12. 12 | P a g e Descriptive STATEMENT SA AG MA D SD X Interpretation 1. The place is conveniently accessible and easy to locate 18 10 3 9 3.7 Agree 2. The place is big enough to accommodate large number of customers 10 12 12 1 5 3.53 Agree 3. There are space for parking area for the vehicle 5 13 14 3 5 3.25 Agree The table shows that, in statement number 1, 18 of the respondents are strongly agree that the location is accessible and easy to locate, and 10 of the respondents agree, 3 of them moderately agree, and 9 of them strongly disagree. In statement number 2, 10 of the respondents strongly agree that the place is big enough to accommodate large number of customers, 12 of them agree, 12 of them moderately agree, 1 of them disagree and 5 of them strongly disagree. In statement number 3, 5 of the respondents is strongly agree that there are space for parking area for the vehicle, 13 agree, 14 moderately agree, 3 disagree and 5 of them strongly disagree. Table 12: Assessment of facilities Descriptive STATEMENT SA AG MA D SD X Interpretation1. There are sufficient facilities inside thegym 15 13 28 1 3 3.92. Equipments and areas are always cleanbefore the customers use it. 22 13 3 2 4.3253. There are separate place for men andwomen. 30 8 2 4.6 The table shows that, in statement number 1, 15 of the respondents is strongly agree that there are sufficient facilities inside the gym, and 13 of the respondents agree, 8 of them moderately agree,1 disagree and 3 of them strongly disagree. In statement number 2, 22 of the respondents strongly agree that equipments and areas are always clean before the customers’ use it., 13 of them agree, 3 of them moderately agree, and 2 of them strongly disagree. In statement number 3, 30 of the respondents is strongly agree that there are separate place for men and women, 8 agree, and 2 of them strongly disagree. Table 13: Assessment of Rules and Regulations Descriptive RULES AND REGULATION SA AG MA D SD X Interpretation1. Rules and regulations inside the gym are properlyposted 21 10 7 2 4.2 Strongly Agree2. Any kind of food and drink except water are notallowed to be brought inside the gym 27 13 4.675 Strongly Agree3. Rules and regulations are strictly implemented 16 11 11 2 3.975 Agree4. Safety is assured when customers are inside the gym. 22 11 6 1 4.325 Strongly Agree5. Alcohol, toxic substance and deadly weapon arestrictly prohibited. 28 11 1 4.625 Strongly Agree6. Visitors causing disturbance inside the gym shallleave the premises. 21 10 7 2 4.2 Strongly Agree
  • 13. 13 | P a g e The table shows that, in statement number 1, 21 of the respondents are strongly agree that the rules and regulation inside the gym are properly posted, 10 of them agree, 7 moderately agree, no one of them disagree and 2 of them strongly disagree. In statement number 2, 27 of the respondents are strongly agree that any kind of food and drink except water is no allowed to be brought inside the gym, and 13 of them agree. In statement number 3, 16 of the respondents are strongly agree that the rules and regulation are strictly implemented, 11 agreed, 11 moderately agree, and 2 strongly disagree. In statement number 4, 22 of the respondents are strongly agree that the safety is assured when they are inside the gym, 11 agree, 6 moderately agree, and 1 strongly agree. In statement number 5, 28 of the respondents strongly agree that alcohol, toxic substances and deadly weapon are strictly prohibited inside the gym, 11 agree, and 1 strongly disagree. In statement number 6, 21 of the respondents strongly agree that the visitors causing disturbance inside the gym shall leave the premises, 10 agree, 7 moderately agree, and 2 strongly disagree. Table 14: Assessment of Customer Relations Descriptive CUSTOMER RELATION SA AG MA D SD X Interpretation1. Employees quickly responds tothe needs of the customer. 25 5 9 1 4.325 Strongly Agree2. Personnel checks the needs of itsvisitors from time to time. 21 11 7 1 4.275 Strongly Agree3. Employees are assured to beethical and with good moralcharacter. 30 8 1 1 4.625 Strongly Agree This table shows that, in statement number 1, 25 of the respondents are strongly agree that the managers of the gym are quickly responds to the need of the customers, 5 of them agree, 9 moderately agree and 1 strongly disagree. In statement number 2, 21 of the respondents are strongly agree that the personnel checks the need of its visitor from time to time, 11 agree, 7 moderately agree, and 1 strongly disagree. In statement number 3, 30 of the respondents are strongly agree that the employees are assured to be ethical and with good moral character, 8 of them agree, 1 of them disagree and 1 of them strongly disagree. Chapter 5 Findings, Conclusion and Recommendations
  • 14. 14 | P a g eSummary of Findings Based on the data gathered by the researchers. The following are the findingsobtained by this research study. Most of the respondents of Hard Body Gym, according to age is ranging from 16 to 18 years old with the frequency of 12 or 30%. Most of the respondents according to occupation are students with the frequency of 16 or 40%. All of the respondents agreed that there is safety assurance inside the gym with the frequency of 40 or 100%. All of the respondents agreed that they are gaining benefit by going to the gym with the frequency of 40 or 100%. All of the respondents agreed that they can get tips on how to be fit with the frequency of 40 or 100%. Most of the respondents have’’ nothing’’ to say about the tips on how to be fit with the frequency of 15 or rank 1. Most of the respondents according to how often they go to gym answered twice a week with the frequency of 18 or 45%. All the respondents say “YES” whether they enjoy company of other customers and management with the frequency of 40 or 100%. Most of the respondents agreed that there is an entertainment section inside the gym with the frequency of 31or 88%. Most of the respondents agreed that they are working long hours in the gym with the frequency of 22 or 55%. 18 of the respondents are strongly agreed that the place is convenient and easy to locate. 12 of the respondents agree and also 12 of them are moderately agree that the place is big enough t accommodate large number of customer. 14 of the respondents are moderately agreed that there is space for parking area for vehicle. 15of the respondents strongly agree that there are sufficient facilities inside the gym. 22 of the respondents strongly agree that the equipment and areas are always clean before the customers use it. 30 of the respondents strongly agree that there are separate place for men and women. 21 of the respondents strongly agree that the rules and regulation inside the gym are properly posted. 27 of the respondents strongly agree that any kind of food and drink except water is no allowed to be brought inside the gym. 22 of the respondents are strongly agreed that the safety is assured when they are inside the gym.
  • 15. 15 | P a g e 28 of the respondents strongly agreed that alcohol, toxic substances and deadly weapon are strictly prohibited inside the gym 21 of the respondents strongly agreed that the visitors causing disturbance inside the gym shall leave the premises.CONCLUSION: Based on the findings from this result, the researchers concluded that, withregards to the Hard Body Fitness Gym engaged with most of respondents said thatworking out is the solution to become fit and healthy. The reason for the why they preferthis business is to help others to give them awareness of a healthy lifestyle. Theresearchers conclude that most of the respondents are those who need to exercise aremore conscious of their body figure. Most of the respondents are students. Based on the response of the Body Builders, the researchers conclude that theemployee quickly responds to the need of the customer. The respondents also concludethat the ethical and good moral values of the employees is the best way to attractcustomer. The researchers conclude that more and more people are patronizing this kindof business to maintain a good figure.RECOMMNEDATION: The following are the suggested recommendation of researchers: 1. They need to conduct an advertisement, so that people will be aware of their business. 2. Promote an additional ways, so that customer will retain. 3. Make signs along the corner of the street, so that it will be visible to the customer. 4. Make an additional program for women like aerobics, so that they can attract female customers.
  • 16. 16 | P a g e 5. Also make a program for those senior , so that their business will expand have more income.