Gym Chain - BUACC 5931 Research and Statistical Methods for Business.docx

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B UA C C 5 9 3 1Research and Statistical Methods for BusinessPrepared for: Federation University / ATMCPrepared by:Date: 10/10/2015Group AssignmentLecturer
[2015]Executive summary:This report provides an analysis and evaluation of the Gym chain customers and its financial struggle.The main attention was on the attitude of the gym users to find out patterns and preferences andanalysing them into the useful information.Cross-sectional research design has been used. Data are collected through the questionnaires from theGym Chain customers across the three countries, which are then was examined to detect the patternof association.Main purpose was to mitigate the assumptions and finding out the most relevant reason to maximizethe profit through the objective of identifying and analysing the customers and by recognizing thepattern and the preferences to understand the customers attitude.Univariate and bivariate analyses have been done on the various data types including real numbers,dichotomies, ordinal and nominal data over the sample of 90 users (120 sample size with 90 replies).The analysed results find a bit of overrepresentation of the female sample. Male and female havedifferent reasons to go to gym. Only 10% come to gym to relax where as 90% come mainly to looseor gain weight and to maintain the fitness. Also no one is looking forward to meet others was anoteworthy finding along with the use of cardiovascular activities being significantly high inSingapore. Australians spend the highest time on the weight machines/equipments amongst therecountries. The overall happiness of the customers depends on the competitive price, quality andvariety of equipment.Focusing on the high quality experience is recommended by providing the better environment andhigh quality and variety of equipments. Also matching with the competitors’ price is suggested.Targeting male and female separately according to their need when promoting activities, it wouldsave unnecessary marketing expense and would be beneficial for the Gym chain. Since Singapore isremarkably in the use of cardiovascular activities, suggestion is to promote more activates on it as
well as maintain it for the constant flow of customers and revenue. On premise childcare facility, 24hours access, maximum use of social media and attention to senior market is highly recommended.
Table of ContentPage No.1.0 Introduction _____________________________________11.1 Purpose and Objectives _______________________________11.2 Rationale for conducting the study ______________________11.3 Limitations _________________________________________22.0 Methodology and Data Collection ____________________33.0 Data Analysis and Discussion ________________________44.0 Conclusion _______________________________________155.0 Recommendations __________________________________ 166.0 References and Bibliography _________________________18
1.0 Introduction:James H is the CEO of the multinational Gym chain that has it’s headquarter in Australia.It has itspresence in three countries, Australia, New Zealand and Singapore. Competition has put Gym chainin a difficult financial position. Sue, a professional researcher hired by James to help understand the

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