Understanding Consumer Behavior of Fitness Center and Evaluating Marketing Strategy of Gold's Gym Indonesia for Women Customer

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Wibawa, Adhitya and Ferial, Endi and Fideliant, Kamilo and Kartiwa, Oky and Sundari, Sylvi (2014) Understanding Consumer Behavior of Fitness Center and Evaluating Marketing Strategy of Gold's Gym Indonesia for Women Customer. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

The awareness of Indonesian people about the importance of health from day to day is increasing. From the results from our respondent almost all respondents said that the way to stay healthy is to exercise regularly. It also resulted in the need to exercise in fitness center is growing rapidly, especially in the urban communities where rooms are limited to do exercise. Gold's Gym Indonesia as a one of leading fitness center in Indonesia has been doing a lot of activities in order to increase the number of 'members' they have Currently the attention of the CEO of Gold's Gym Indonesia (Mr. Francis Wanandi) is how to increase the composition of the members of women and know approximately what the entry barriers for new members to join. Gold's Gym Indonesia is expected to learn many things about the customer behavior of a fitness center especially women. Customer behavior research is needed to help Gold's Gym women gain more customers, what triggers and what obstacles to joining the fitness center. The study also examined the perception from member of a Gold's Gym today, how they look at Gold's Gym and evaluate their marketing communications. Our research uses qualitative research techniques with some of Ethnography, by using several methods netnography, mystery shopper, observation and in-depth personal interviews in their native environment. The findings on the behavior of women respondents, they are very aware of health but face the same barriers to join a fitness center. Most of the barrier is access to the fitness center. Friends become their motivation to workout at the gym. Specials on Gold's Gym, women respondents still consider Gold's Gym as a fitness center for athletes, men and muscle with the basic functions of the gym is nearly similar to other competitors. Segmentation of women exercise describe in this research to give holistic picture of their behavior, needs and goals in doing exercise whether in fitness center or non-fitness center. Several recommendations based on the finding also proposed with 2 type of recommendation. Recommendation level as a strategic recommendation and recommendation 2 more to tactical of recommendation that we proposed.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Library > GFP (Group Field Project)
Depositing User: Dede Faujiah
Date Deposited: 20 Jan 2020 03:22
Last Modified: 22 Jan 2020 02:55
URI: http://repository.ipmi.ac.id/id/eprint/483

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