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    Final Marketing Dissertation Assignment Help

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    Final Marketing Dissertation Assignment Help


    FINAL MARKETING DISSERTATION 

    Abstract

    The following research is with the involvement of several facts of fitness industries that can be the well aspects to improve business scenario in the present marketplace of EU. Impacts of fitness industries in direction to self-perception and self-concept are the well factors that can develop the present scenario of the fitness clubs. The following research study is also with the involvement of respective some marketing strategies that are relevant for doing the business. This specific section of research is having the relevant literature sources that are satisfying the research topic in a detailed manner. 

    Due to the booming of the fitness industries, the consumers have a profound influence on social media fitness and health movements. One of the trendy topics on social media is fitness and health phenomenon. The fitness professionals or non-proficient ones both are using social media as a platform for sharing their thoughts, giving advice and knowing many new things. However, the information provided by those gym lovers is not reliable in some case but these influences in social media are one of the key factors that are driving the success of gym industry. It is true that human behaviour is highly impacted by social media contexts.

    A frequent change of the exercises provided by the trainer is much more effective in the part of motivating the trainees in the fitness organizations. The particular effect of the individual machines for the exercise is need to be informed to the consumers so that they can have the knowledge about the particular machines which can attract them for the fitness program. An enjoyable atmosphere in the gym is also a motivational aspect for the fitness industries. 

    Statistically, it has been observed that one in every eight persons in Britain is a member of fitness and health clubs. It has been estimated recently that 5.4 million Brits feel easy in using gym clubs. The expectations of the customers influence the satisfactory level of the customers and that will eventually be impacted on the retention of the members in a gym on a long-term basis

    Acknowledgement

    I acknowledge the contributions of my friends and my teachers for developing this research project. I also show my heartfelt gratitude to the persons that have co-operated me to find out the relaxant journals and scholarly articles. I also acknowledge the help that I have got from my departmental head. My Departmental head has helped me to find out this most relevant research topic. My research partners have helped me to gain practical knowledge that would help me the carry out the research.

    1.1 Background of the Research:

    According to the opinion of Thompson (2017), in our daily life, in social fitness service, health care and fitness clubs or gyms play a significant role. In London, commercial fitness and health clubs are providing a sporting service to the health conscious people.The fitness organizations and health care centres in London can be broadly subdivided into two categories, profitable and non-profitable organizations. Gyms are considered as commercial fitness and health clubs because it earns revenue for the services it is providing to the health thoughtful people (Vahlberg et al., 2017). Over the last few decades, it has been observed that mid aged people and youngsters are facing various types of chronic diseases with the incessant improvement in the standard of living.

    People in London are highly affected by hypertension, obesity, fatty liver and other health related issues. It is very needful for them to work out daily for controlling these diseases and enjoying a healthy life. Market research has suggested that 70% of users feel comfortable using gym equipment. As opined by Ruseva and Ruskov (2015), a regular visit to fitness and healthcare centres keeps a person healthy and away from all sort of age related diseases and ensures charming mind to work hard. At present, there are around 500 low budget gyms operating in UK. The gyms and fitness clubs need to know the expectations of the customers and providing them high end gym equipments (Thompson, 2017). In recent times, gym goers have considerably increased in London. Technology has driven down the cost, which enabled the business to be in a competitive mood.

    1.2 Problem Statement:

    According to the opinion of Thompson (2014), numerous connoisseurs of fitness and gym have examined the influence of different attributes such as value of the service, customer loyalty, service quality and the pricing of the provided service with special emphasis being laid on the behaviour of the customers in various fitness and health care clubs. For promotion of the local economy commercial fitness and health clubs plays a vital role. The facilities and training provided in the gym premises has a great impact on the customer behaviour. By obtaining satisfaction, the customers will be more interested to repurchase and reuse the services that are being provided by the health centres in London. As opined by Sassatelli (2014), fitness and health clubs helps in generating social benefits, which strengthen the cultural and spiritual building. It also improves the index of wellbeing in the people of London. You need to make your statement stronger by putting up good argument.  

    1.3 Rationale of the Research:

    According to Richardson et al. (2017), the rationale of this research study lies on improving the profitability of the fitness organizations. The underlying principle of this study is to provide a service that will result in customer satisfaction. The research rationale is to increase the number of participants in the fitness clubs and on the contrary, to improve the facilities provided to them. The research is being conducted to promote health consciousness to avoid severe health diseases such as obesity, hypertension and other chronic diseases. According to the opinion of Avourdiadou and Theodorakis (2014), all around the world consumers are looking forward with an attempt to take care of their body when it comes to shape and healthiness. People has become more conscious and aware about their health and being fit which is being reflected on their purchasing behaviour of food items and looking precisely on the nutrition labels. Traditionally, for human survival in a healthy way physical fitness played an integral part on their daily life schedules. In the late nineties, when the society advanced on the technological grounds exercising and physical fitness almost became extinct in everyday life. This fact is really very concerning as various health hazards are being observed due to lack of fitness in the body (Todde et al., 2016). This scenario need to be changed and an awareness should be aroused in the minds of the people so that they become more health cautious and be focused in visiting a convenient and local fitness clubs on a regular basis.

    As stated by Andreasson and Johansson (2015), in our daily life if we turn on the television, browse through social media networks, read the magazines and newspapers we come across various diets for controlling fat, slimming teas, abs rollers, diet pills and many more. Fitness industry has focussed in delivering the best infrastructures to the customers to build an urge in their mind to be cautious about their health and be a member in health and fitness clubs. The rationale of the research lies on customers’ willingness to give more money on things, which has healthy features. In most developed countries around the world, there is high margin of sales regarding health-based items (Vahlberg et al., 2017). The health and fitness industry is changing the lifestyle of people towards more betterment by inclusion of various schemes and machineries. 

    1.4 Research Aim:

    The aim of the research is to analyse the interest and desire of people towards gym and to analyse the involvement in gym membership. 

    This research study has aimed at analysing the interest and desire of the people towards health and fitness centres in London. The research aim also involves analysis of gym memberships. From the researchers’ point of view, the ultimatum aim of this research study is to explore the impact of fitness industry on the consumer behaviour. 

    1.5Research Objective:

    Focusing on the research aim, the research objectives are drawn to perform a vivid study on the research topic. Taking the help of research objectives, the concerned research study can be generalised into various sections, which allows the research fellow are you a research fellow.  For a better scrutiny on the topic considered for research.

    To analyse the desire of the customers when they think of fitness clubs and gym

    This will help us to find out what customers are seeking when it comes to fitness and the expectations they keep from the gym.

    To examine the level of service provided by the gyms and other fitness centres

    This will help us identify why do people go to the gym and if the services & facilities motivates them. 

    To assess the extent of satisfaction that the people are gaining due to the service provided to them

    1.6 Research Questions:

    This section in the research study is considered very helpful to make the research process more precise and result oriented. An overview of the fitness industry and its influence on the consumers has been cited in a well-defined way. Moreover, the behaviour of the consumers towards choosing fitness clubs or gyms has to be analysed. A valid list of research questions helps the researcher in obtaining related information. The research questions related to customer behaviour towards fitness industry are as follows:

    1.7 Structure of the Research:

    The whole research work has been divided into five sections for conducting the research in a proficient way for better understanding and presentation. All the contents of those chapters have been briefed in the following sections:

    The elementary details have been pronounced in this chapter to analyse the theme of the topic, which has been researched. The research aim, research objectives and research questions are also stated in this introductory chapter.

    Chapter 2: Literature Review:

    Literature review is very much necessary in conducting any research work. The researcher has defined the theories and various fundamentals regarding the necessity of fitness and its influence on the customers. 

    Chapter 3: Research Methodology:

    In a process of research study, research methodology and analyzing the research methods to be used in the research work is needful and important. This chapter is associated with the processes of obtaining the best data, which is closely related to the research topic. Various sections have been chosen such as research philosophy, approach and design of the research for better illustration of the methods or techniques that will be implemented in the analysis process of the research study.

    Chapter 4: Data analysis and interpretation:

    All the data that has been collected in the previous chapter will be utilised in this chapter for generation of the best outcomes. This chapter will analyse the impact of customer behaviour on fitness industry, which will eventually help the research fellow to obtain better knowledge about the research topic.

    Chapter 5: Recommendation and conclusion:

    After going through all the phases of research work, the researcher will be able to present an overall result on the selected research topic. With adherence to the research objectives the researcher will determine the success level of the gym industry in influencing the health cautious people towards fitness.

    1.8 Summary:

    The first chapter has been summarised in this part of the research documentation. The subsections done in this chapter are research aim, objective and questions will be emphasised throughout the research process for better analysis of consumer behaviour towards fitness industry in London.

     

    The regimen of health is a fact that is needed to maintain in a long-term approach so that the health can be fit for any difficult circumstances. This long-term process is difficult to retain for the continuation in future. Physical activity is the beneficial aspect of the body of an individual, which is the well factor of providing a good mental condition of the individuals. Exercising in a daily basis is difficult to maintain and a complex approach. In some cases, it is found that the maximum people are resigning the exercise after following it through six months. The following research is with the involvement of several facts of fitness industries that can be the well aspects to improve business scenario in the present marketplace of EU. Impacts of fitness industries in direction to self-perception and self-concept are the well factors that can develop the present scenario of the fitness clubs. The following research study is also with the involvement of respective some marketing strategies that are relevant for doing the business. This specific section of research is having the relevant literature sources that are satisfying the research topic in a detailed manner. 

    2.2 Organizational Structure Why organisation first?

    As stated by Bailey, Benson and Bruner (2017), organizational structure is the most important aspect that can be effective to build a successful organization for any specific business or service. An organization must be obtained a certain structure that can help to identify the objectives of the organization and make them fulfil for the development of the industry. Communication, growth factors, a supportive chart for the particular organization and the appropriate way for the hiring of employees are the significant features that can help the industries to be forward for the success. Another important factor is responsibility, which can be the effective scenario for the management and the employees within an organization. As opined by Wright and Cunningham (2017), the management and the workers in an organization need to be responsible for the provenance of good service facility in the market. In this context, communication is the main factor that can be the factor of communicating between the organization and the employees. In the field of fitness industries, the management and the workers need to be responsible for the well service facility among the customers (Ruseva et al. 2015). In addition, the team structure that is organized by the team head or trainer for the customers is essential for the fitness industries.

    From the above graph, it can be revealed that people in UK visit gym 3-4 time weekly. There are also people, who are very reluctant and avoid going to gym going. Moreover, the management of the fitness clubs need to be effective for the hiring of their employees and the customers who are applicable for the gym session. According to the opinion of Sassatelli (2015), customer without the knowledge of fitness program is not satisfactory for the organization in direction to the self-perception and the self-concept among the consumers. As the fitness program will not be continued by the consumers in a regular basis, it is much more effective to appoint the efficient workers and the fitness trainees for giving a fruitful structure to an organization. This type of approach is also playing a role to develop the infrastructure of the fitness organization to have a successful career in the business (Rosenberg, 2018). Nevertheless, the feedback from the several customers and the trainers are having a significant role that can use for the improvement of the industry in this regard. 

    In addition, the chart of an organization plays a significant role to describe the structure of the organization. In the chart of the organization, the roles of every department within the organization can be formulated. As stated by Chiu, Kwag and Bae (2015), the decision-making approaches can be responsive by the use of organization charts that effective for achieving the objectives by the employees. A line of development for the fitness industries can be organized by the organization chart also. Communication within any organization is also a substantial part that can help the organization to acquire some developing factors that can enlarge the business (Bolma and Deal, 2017). In case of fitness industries, the communication between trainers and trainees is much more effective for the perfect service of the fitness industries. In this aspect, the use of organization structure is an essential aspect that can help the business industry to be in a proper way towards achieving their objectives.   

    2.3 Impact of fitness industries on the consumers

    According to the opinion of Chao (2015), the fitness industry has a great impact on the consumers and their approach in decision-making. It is worth mentioning that as the trials in fitness industry is changing the demand and expectation of the members in fitness centres is changing with a demand for up gradation on a new day. Due to the booming of the fitness industries, the consumers have a profound influence on social media fitness and health movements. One of the trendy topics on social media is fitness and health phenomenon. The fitness professionals or non-proficient ones both are using social media as a platform for sharing their thoughts, giving advice and knowing many new things (Ong and Yap, 2017). However, the information provided by those gym lovers is not reliable in some case but these influences in social media are one of the key factors that are driving the success of gym industry. It is true that human behaviour is highly impacted by social media contexts.

    There has been observed a great evolution in the fitness industry over the past few years and its impact has been outstanding. As opinionated by Moreira and Silva (2016), the fitness trainers and wellness professionals has pushed the swathe of unexploited knowledge of gym, new technologies in physical fitness and the new trends in fitness. It can be followed that in curing various health hazards the healthcare professionals are shifting towards health and fitness cares. The medical professionals are recommending fitness and health care as the way to be resilient towards poor health conditions. The patients are being prescribed to follow a daily routine involving various health activities for the maintenance of good health (Richardson, 2017). From some reports, it can be said that the health care professionals recommending the number of adults for carrying out fitness activities or gym has increased by 10%. The practising of Yoga, Pilates, Meditation and Gym have been existing for centuries but the skyrocketing popularity has been brought in the last few decades.

    There are various other impacts of the fitness industry on the customers. In today’s world, consumers are repeatedly informed regarding the health risks and the significance in the maintenance of a good health, which in turn is forcing the customers to be registered in a fitness and health club and be focused in doing the fitness activities regularly. According to Lewis (2015), the health industries are also taking various health initiatives for the promotion of healthy living. An increase in public awareness regarding the way of leading a healthy life has inspired many people to treat themselves by the fitness professionals rather than going to a doctor for a fit and lean body (Kettunen et al., 2017). People now a days prefer to go to gym every day and workout at least for one and a half or two hours. People feel fresh and remain more energetic and it becomes easier for them to perform a lot of work for the whole day without feeling any kind of stress. Fitness industries have affected greatly on the consumers’ behaviour, which helped in development of self-perception.

    2.4 Self-perception and self-concept

    As stated by Rey et al. (2017), the ability of responding the behaviour of an individual by some controls in the variables is the concept of the self-perception. The social interaction is taking a part within the self-perception concept. By the term, the chances of getting motivated and the situation of involving them in the exercises in a daily manner can be measured. The attributes of the individuals with the aspect of their beliefs is the main aspect of the term self-concept. According to the opinion of Flanagan and Perry (2018), there are two derivations by the self-concept such as ideal self and the actual self. A role model is the following aspect of Ideal self that is based on the consumer. The actual need of the body and the health can be obtained by the Actual self, which is the exact explanation of the fitness of an individual. In other hand, self-perception is the attitude and personality by the actions of the individuals. In the simple way, this can be stated that self-perception is the answer of a phase such as “we are what we do”. The theory of self-perception is the interpretation of the actions by the individuals and the social influences by their expectations. Self-perception is the idea about the type of the person what they are. As opined by García et al. (2014), one of the most influencing theories of self-knowledge can be measured by the application of self-perception. The attitudes and behaviour under any circumstance are the well aspects if the self-perception. In another way, the psychology of the individuals or the person can be obtained by the self-perception. 

    The improvement of the fitness industry is dependent in the facts of the self-perception and the self-concept (Rey et al., 2017). In particular, so many authors stated that the benefits of the psychological practices could be the improvement factor that can enlarge the business of the fitness industries. The recent research is focusing the facts of the fitness that are for the affecting the consumer behaviour to involve the consumers in the fitness industries. As stated by Vedul-Kjelsås et al. (2015), self-perception and the self-concept are the foremost aspects of involving the consumers to the fitness industries to maintain their health. Fitness centres and the health club are the well aspects that cause several fitness concepts to be useful for the fitness outcomes for the customers who are involved in the fitness industries. Self-perceptions and the self-concepts are the facts that are dependable by the consumers to motivate the customers with the perceptions and the motivational factors. 

    The thought of getting fit of a body for the flexibility is very much essential for any individual to deal with their daily work life. As opined by Liu, Wu and Ming (2015), some facts of the self-perception such as age, gender, education and culture are effective to motivate and engage the consumers in the fitness clubs or gym. In this present condition, self-concept is takes a part to undergo the prominent changes that can develop the fitness industries and their infrastructure in future. In addition, the situations to experience the diverse dominions are observed that are the fundamental aspects for the fitness industries (García et al., 2014).  Enhancement of self-perception helps in raising motivation level of an individual, which reflects in their daily tasks.

    2.5 Motivation

    As stated by Kettunen et al. (2017), motivation is the main factor to appoint the employees within an organization. In this specific research, a conflict that the fitness industries need to appoint the individuals rather the employees who are not so interested to continue the fitness program in further. The trainer in the fitness industries need to play a role by which the trainees are not de-motivated for the fitness program. Trainers have to give some specific fitness programs that are effective for a particular individual as their efficiency to take the load of the program (Riiser et al., 2014). There are some ways to provide the exercises on the fitness club in regular basis so that the individuals have the proper guide for their training assessments. 

    According to the opinion of Mostul et al. (2017), for giving the influence for the gym, the trainer need to appoint some easy and effective fitness routines that can be useable for the further assessments by the trainees in the fitness clubs. Some different changes to their daily exercises are also be a motivated aspect that cam engage the consumers in the fitness industries. In this way, they can also gain the knowledge about their starting point in the fitness program, which is well for the management as well as for the trainees also. As stated by Liu et al. (2015), on the other hand, motivation ought to be managed by the management to develop the fitness club for the specific service facilities among the consumers in the market. The short time attracting features and services in the fitness clubs are the fact that can help the improvement for the behaviour between the consumers. 

    Moreover, the motivational factors of the organization are much more essential for the fitness industries to provide the best facilities to their customers. In the field of fitness program, they need to develop their internal atmosphere to attract the individuals. As stated by Kettunen et al. (2017), the infrastructure of the fitness industries is the well aspect for playing the role of motivation among the customers. In addition, the arrival of new machines for exercises is a fascinating fact that can engage the consumers towards their daily exercises. 

    A frequent change of the exercises provided by the trainer is much more effective in the part of motivating the trainees in the fitness organizations. As stated by Riiser et al. (2014), the particular effect of the individual machines for the exercise is need to be informed to the consumers so that they can have the knowledge about the particular machines which can attract them for the fitness program. An enjoyable atmosphere in the gym is also a motivational aspect for the fitness industries. Different innovative programs in the gym can motivate the consumers towards their engagement in the fitness clubs. The trainers can assign some new innovative exercises for the individuals to have the irregularity in their daily exercise, which is a fact for the involvement of the consumers. According to Chiu et al. (2015), the scenes of comparativeness in the gym are also the well factor for the engagement of the consumers, which is lending a hand for the management of the fitness industries to have a successful outcome. Organisational developments and advancement in technology insisted people in UK to visit gym frequently. This urged the gym owner to strategies their business plan for appealing more people towards gym. 

    2.6 Marketing strategies:

    As opined by García et al. (2014), strategies for the marketing are one of the useful aspects for any organization that is for the success of the business. Marketing strategies are helping the organization to acquire the do the business in an appropriate way with the proper implementations to achieve the goals for the industries. Fitness industries need to appoint some individual factors of marketing that can be useful for their business. The individuals are not so familiar with the exercise programs. In this situation, the management of the fitness industries need to appoint some different strategies that can involve the people towards the fitness programs.  

    In the part of attaining the programs, the management need to focus on the organizational facts and behavioural aspects of the consumers that can be helpful to provide a better service for the consumers (Popp et al., 2018). They need to appoint some different strategies and methods with respect to the previous aspects with the methods of proper implementation to have successful growth in their fitness clubs or organization. 

    As stated by Hashemi and McCullough (2018), several marketing strategies such as business-to-business, social media approaches and the advertising of the business are the well aspects of any business to have the success in the organization. In the field of fitness, the management can enlarge the business by modification of the infrastructure also, which is a marketing strategy for the fitness industries. The management of the organization need to find the individuals that are connected with some other business so that they can have the engagement of the new consumers (Popp et al., 2018). The strategies that are effective for the social media are the fruitful way to have the successful business. Social media are the best way to advertise a particular fact of any business to attract the mind of the consumers, which is the well aspect for the business. Some several contents in the social media application are the well strategy to gain the consumers in the fitness programs. As stated by Kettunen et al. (2017), social media is the path where the people from the modern generation spend the maximum free time. By the advertisement on the social media, the focus of the different gym organizations can be acquired which is effective for the management to gain the customers with the knowledge about a specific fitness industry. Apart from this, the advertisements at the roadsides are the well marketing strategy that can help to involve and gain the individuals in the fitness industries, which is the fruitful factor of obtaining successful revenue also.

    2.7 Physical Factors

    As stated by Myers et al. (2015), physical fitness can be referred as that state of the body due to which a person can do all the activities in daily life with much ease. On the other hand, physical fitness also delivers great immunity towards various latent issues in the health and situation with demanding emergency. For achieving physical fitness, various factors need to be concerned about which are as follows:

    Body Composition:

    According to the opinion of Vahlberg et al. (2017), body composition depends on the level of fat, muscle, bones and other important fundamentals of the health. The body composition is measured with the help of callipers by measuring skin folds. DEXA play an important role in the determination of the ratio between strength and weight, which reflects levels of better performance of the body for various daily activities. Visit to a gym on a regular pattern will allow the customer in maintaining good body composure and will restrict formation of wrinkles on the skin to an old age.

    Cardiovascular fitness level:

    According to the opinion of Dupuy et al. (2015), cardiovascular fitness level depends on the potentiality of the circulatory systems and respiration which in turn dependent on sending oxygen to various parts of the body. This is highly achieved when the body is under regular and systematic physical activity. The physical activities carried out in the fitness clubs and gyms raise the respiration level, which forces more oxygen consumption in the body. This enables a person to increase work limit and do not feel fatigue in working for a long time on a daily basis.

    Flexibility:

    As stated by Kettunen et al. (2017), flexibility can never be measured in a superficial way. It can be felt during stretching of any limbs or body parts when flexibility is imbibed by the joints in the body. Flexibility in the body is a resultant of coordination of various body parts and through physical exercise or gym can be well maintained. The movement of various body parts need to be coordinated in an efficient way otherwise a person may feel tough responding to various risky situations in a day-to-day life. Coordination is highly needed to make easy movements of the body parts for carrying out activities in a perfectly controlled manner. Related to coordination, body balance is also attained due to regular physical exercise. As stated by Avourdiadou and Theodorakis (2014), it has been observed regarding physiological factors that men are more cautious and associated with physical fitness and gym compared to women. With an objective of maintaining a good posture and body weight related to age, people tends to be loyal to go to physical fitness clubs on a regular basis.

    According to the opinion of Todde (2016), agility, related to a person’s health means the fast movements of body parts in regards to space and time factors. Through agility, determination of speed in decision-making processes and the development of brisk personality can be escalated and for that exercise need to be included in the daily routine and be focused without any negligence.

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