The project describes the process of conducting choice process audit of any product or service. This will help in identifying the strength of your offering and the reason of why people purchase what they purchase.

1. BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY
CHOICE PROCESS AUDIT
Submitted By:
Goverdhan Reddy 13DM034
Ayush Manan Vishwakarma 13DM049
Nipun Aggarwal 13DM119
Sumit Rekhi 13DM195
Surinder Singh 13DM197
Tushar Mittal 13DM205
Udit Jain 13DM206
Submitted By:
Prof. Kuldeep Sharma
Chief Thinking Officer
Suruchi Consultants
CONSUMER BEHAVIOUR

2. Our Service
Consumer Research
The consumer research was carried out through in depth interviews of people who have availed the
health services before, those who are currently using the services and finally those who are planning to
join in future.
The objective of the interviews was to understand the purchase behaviour and find out the factors
influencing the purchase behaviour of the people.
Interviews were conducted in the Greater Noida region at a gym where most of the potential customers
visits. Interview was carried out through the set of questions which included the questions about
demographics, geographic, factors for selecting a service and reason to quit.
The interviews were carried out with 29 respondents having 74% of males and 26% of females, in the
two age bracket of 18-23 and 24-30
Interview:
 Age
 Gender
 Occupation
 Annual Income
 Location
 Have you joined a gym before?
Our gym service is priced at ₹ 10000-15000 per annum
Our Gym is located at Rajnagar, Ghaziabad.
Gym with facilities like cardio, body-building equipment and
Aerobics which also provides personal trainer

3. Survey Findings
The primary reason indicates the stated reasons, which were told by the interviewee and the core
reason were implied ones and was unstated reason.
•What was the reason for joining that time?
• Reasons that drives you to a decision to join a gym?
Need
Identification
•Was there any information search
•From where did/will you searched the information
Information
Search
•Why did you go for that specific gym?
•Factors effecting the purchase decision?
Evaluaion of
alternatives
•Did the results meet your expectations
•why did you quit
•Was the expectation-result difference make a factor for your
future decisions
Post-Purchase
Behaviour
13%
13%
47%
27%
Gender and Age
female 18-23
female 24-30
male 18-23
male 24-30
7%
13%
7%
13%
7%
53%
Primary and core reason
to join
health concious Get fit
health concious
Improve looks
Improve looks Get fit
Improve looks Health
issues in family
loose weight Health
issues in family
loose weight Improve
looks
The graph gives the description of
gender and age combination of the
interviewees. The above graph gives the primary and core reason to
avail the services

4. 13%
20%
27%
7%
33%
influencers and information
search
family and friends
Internet
family and friends
Personal visit
family and friends
word of mouth
Self motivation
Internet
Self motivation
Personal visit
7%
20%
20%
40%
13%
annual income and
occupation
>10 lakh
working
5-8 lakh Student
5-8 lakh working
8-10 lakh
Student
8-10 lakh
working
46%
7%7%
13%
27%
reason to quit and
satisfied
academics yes
breakup yes
location
change yes
no yes
work pressure
yes
6% 6%
7%
7%
27%20%
7%
7%
13%
1st,2nd and
3rd preference to chose the
services
Brand Location Price
Facility price location
Location Brand
Facility
Location Facility
location
Location Facility Price
Location price Facility
Location price
location
price Facility location
price Location Facility
2 2
12
10
4
numberofpeople
maximum amount
maximum amount willing to pay per
annum
The graph gives the primary and core
reason to avail the services
The graph gives the primary and core reason
to avail the services
The graph gives the reason stated by
people to quit the services and
whether they were satisfied or not
The above graph shows the
preference of people for availing
services. The factors are arranged
in order of 1st
2nd
and 3rd
.
The adjacent graph gives the
division of people willing to pay
annual subscription amount.

5. Survey Conclusion
From the above survey, it is clear that major respondents were males in the age bracket of 18-23, with
student as an occupation having family annual income of ₹ 8-10 Lakhs.
The primary reason as stated by most people was losing weight and the unstated reason was looking
good.
The major influencers for the purchase of the services came out to be self-motivation and they majorly
searched information from personal visit to the gym.
The preference of factors for selecting a services is in order of Location, facility and price. The major
reason to drop the service was academic reasons. Most people were willing to pay ₹ 10000-15000 per
annum for the services.
Age bracket 18-23
Gender ₹ 8-10 Lakhs
Primary Reason Losing Weight
Core Reason Looking Good
Major Influencers Self-motivation
Information search Personal visit to gym
Factor preference (1st
, 2nd
and 3rd
) Location, Facility and price
Reason to quit Academic reason
Charges per annum willing to pay ₹ 10000-15000
The core reason to avail health service was “the want to look good”