Shapes Fitness Center

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Research Report
Shapes Fitness Center
MBA-II/ SECTION B
Authors
Rabiya Wahid
Khurram Manzoor
Bushra Akhtar
Saba Javaid
Benish Nazir

Course Instructor: Ms. Maryam Wazirzada

Lahore School of Economics

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ACKNOWLEDGEMENT

We are grateful to Allah almighty, for enabling us to fulfill this tiring but interesting
job for the completion of our project. We wouldnt have done justice in presenting
this project without mentioning the people around us who have been immense help.
We would like to express my heart-felt thanks to our instructor who was the project
supervisor, Ms. Maryam Wazirzada, for her endless support and guidance, which
she rendered throughout the study, and provided us with such thought provoking
ideas, to help us with this project. It couldnt have been simply possible to
accomplish this task, without her thoughtful guidance and expertise.

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EXECUTIVE SUMMARY

Purpose of the study is to get consumer insight regarding health, fitness, gym and
particularly Shapes. So we could have a better understanding of consumers
regarding their concerns for health and fitness. At the same time how they respond
to work out in fitness centers like Shapes.
This study was completed in two phases; phase 1 was qualitative part which was
exploratory in nature. Focus group method was used for this purpose. Using
convenient sampling respondents were screened and selected for three focus
groups.
The main findings of the focus groups are;
Respondents consider it popular and trendy.
They take it as a status symbol.
They are not happy with extra fee for fitness tests.
Machines are not upgraded.
Membership fee is quite high.
Shapes have got trained trainers.
Crowd is liberal and open.
Parking issues is major problem.
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Location is not convenient.
They prefer sports and music channels.
Second phase of study was quantitative part where survey method was used to
assert the findings of focus group. Questionnaire was designed carefully with
screeners. Sample size of 100 was selected using snow ball sampling technique, 50
were users and 50 were non users.
Results of the survey concluded some major findings;
People are health conscious as well as fitness conscious, to stay healthy and
prevent catching diseases going to gym and exercise are important.
People are not satisfied by the trainers, equipments being used and services
availed at Shapes
The trainers are well trained but at peak hours their availability becomes
limited, machines also need upgradation.
People are very price sensitive and they have other options to switch to.
Need for billboard advertising and television advertisements to get the
attention of more people and to attract them towards Shapes.
Need to open more branches in different localities to increase the customer
base.
Recommendations were given considering facts and findings of the survey and
analysis of our experts. Main recommendations revolved around equipment,
location, price, branding, advertising and location of Shapes Fitness centre.

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TABLE OF CONTENTS

PART 1: INTRODUCTION .............................................................................................. 8
1.1 PURPOSE OF THE STUDY ............................................................................... 9
1.2 COMPANY PROFILE ....................................................................................... 9
1.3 RESEARCH PROBLEM ................................................................................... 10
1.4 RESEARCH OBJECTIVES ................................................................................ 10
1.5 ACTION STANDARDS ................................................................................... 11
PART 2: QUALITATIVE RESEARCH .............................................................................. 12
2. RESPONDENT PROFILE .................................................................................. 13
2.1 Users and Non-users .............................................................................. 13
2.2 Respondent profile (Female users) ......................................................... 13
2.3 Respondent profile (Male users) ............................................................. 14
2.4 Respondent profile (Male Non-users) ..................................................... 15
3. RESEARCH DESIGN ........................................................................................ 17
3.1 Nature of study ...................................................................................... 17
3.2 Research Type ........................................................................................ 17
3.3 Tool ....................................................................................................... 17
4: METHODOLOGY ............................................................................................ 18
4.1 Focus group 1 (Male users) ..................................................................... 18
4.2 Focus group 2 (Female users) ................................................................. 18
4.3 Focus group 3 (Male Non-users) ............................................................. 19
5: FINDINGS OF THE QUALITATIVE RESEARCH ................................................... 19
5.1 Key findings (Focus group 1 Users Male) .............................................. 19
5.2 Key findings (Focus group 2 Users Female) ........................................... 20
5.3 Key findings (Focus group 3 Non users Male) ....................................... 21
6: ANALYSIS AND DISCUSSION .......................................................................... 30
7: CONCLUSION ................................................................................................ 32
PART 3: QUANTITATIVE RESEARCH ............................................................................ 33
8: RESEARCH DESIGN ........................................................................................ 34
8.1 Nature of study ...................................................................................... 34
8.2 Research type ........................................................................................ 34
8.3 Method .................................................................................................. 34
8.4 Tool ....................................................................................................... 34
9: METHODOLOGY ............................................................................................ 34
9.1 Target population .................................................................................. 34
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9.2 Sampling frame ...................................................................................... 34
9.3 Sample size .......................................................................................... .35
9.4 Sampling technique ................................................................................ 35
9.5 Collection of data ................................................................................... 35
9.6 Data entry and tabulations ..................................................................... 35
10: SURVEY FINDINGS ....................................................................................... 36
11: ANALYSIS OF SURVEY FINDINGS .................................................................. 53
12: CONCLUSION .............................................................................................. 71
PART 4: RECOMMENDATIONS ................................................................................... 72
13: RECOMMENDATIONS .................................................................................. 73
PART 5: APPENDIX (QUALITATIVE PART) ................................................................... 76
APPENDIX A: VERBATIM (FG-1 MALE USERS) ..................................................... 77
APPENDIX B: VERBATIM (FG-2 FEMALE USERS) ................................................. 84
APPENDIX C: VERBATIM (FG-3 MALE NON-USERS) ............................................ 89
APPENDIX D: REQUEST FOR PROPOSAL ........................................................... 107
APPENDIX E: FOCUS GROUP GUIDELINE .......................................................... 108
APPENDIX F: TOP LINE ANALYSIS (FG 1, 2 AND 3) ............................................ 110
PART 6: APPENDIX (QUANTITATIVE PART) ............................................................... 114
APPENDIX G: QUESTIONNAIRE ........................................................................ 115
APPENDIX H: TABLES ...................................................................................... 127
APPENDIX I: GRAPHS ...................................................................................... 145

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PART 1:
INTRODUCTION

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1. INTRODUCTION TO THE STUDY:
Fitness is important in many aspects of life. It is the key to good health, which affects
how you live your life. It also comes useful in many other ways in life.
Fitness is the key to good health. Along with eating healthy food, exercising every
day can keep your body fit and reduce your chances of heart attack or stroke. A
healthy body also usually means a longer and more enjoyable life, without worrying
about obesity-related and other illnesses, like diabetes and asthma (especially after
retirement), and can make you feel younger and more active.
Hundreds of scientific studies and researches across the world have conclusively
proved that regular physical activity leads to a higher life expectancy and better
quality of life by reducing weight and managing body fat. The great popularity of
gyms, fitness centers and health clinics is results from this realization that exercise
is fundamental step if one wishes to curb his weight.
One reason many people fail in the gym is that they stagnate; either they become
bored of doing the same exercises over and over again, or they could not afford gym,
or they do not have time for work out.

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1.1: Purpose of the study:
Purpose of the study is to get consumer insight regarding health, fitness, gym and
particularly Shapes. So we could have a better understanding of consumers
regarding their concerns for health and fitness. At the same time how they respond
to work out in fitness centers like Shapes.
1.2: Company profile:
This study has been conducted for Shapes fitness center which is one of the leading
fitness centers in Pakistan. Shapes (Pvt.) Ltd. is the parent company of Shapes
Health Studio, a chain of Health & Fitness clubs and Fit Links (Pvt.) Ltd., a growing
network of exercise equipment retail outlets. Both subsidiary concerns are working
under a common brand aggressively cultivating the health and fitness industry in
Pakistan.
Incorporated in 1995, the very beginnings of the company were as simple as a small
gym situated in Lahore city catering to the basic bodybuilding needs of the masses
equipped with locally manufactured weight-training equipment. Today, owing to
constant research & development, exorbitant re-investment rate, and a dedicated
management team the company boasts a chain of state of the art health & fitness
clubs spread across the nation with an employee base of nearly 400 strategically
and aggressively expanding into various markets.
Having presence in all major cities of Pakistan including Lahore, Karachi, Islamabad,
and Gujranwala the company prides itself with delivering sound, effective, and safe
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exercise programs integrated into a holistic, well-rounded fitness and health
approach.
1.3: Research problem:
There has been an increased competition faced by Shapes in the recent years from
new fitness centers opened up in different localities of Lahore. These fitness centers
are offering Gymnasium services at much cheaper cost. Shapes is expanding its
branches in Lahore. With its current expansion plan to capture untapped market,
management at Shapes is concerned about the complaints of their employees
regarding location, price and other issues like perception of Shapes among non
users. To attract this market of different localities of Lahore and know about the
concerns of its current users, Shapes fitness center intend to launch a market
research program.
1.4: Research objectives:
1. To explore the perception of consumers toward health and exercises.
2. To investigate the image of Shapes in the mind of consumers.
3. To explore the consumer perception about environment of Shapes.
4. To explore the consumer perception regarding equipment, trainers and methods used at
Shapes.
5. To investigate the price sensitivity of consumers whether the price charged are in line
with the services performed.
6. To explore the media habits of users and non-users so that media strategy could
be formulated.
7. To explore consumer opinion about the convenience of location.

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1.5: Action standards:
Marketing department of Shapes fitness center intended to conduct a research to get
a consumer insight regarding their perception about prices and quality offered at
Shapes fitness in terms of equipment, trainers and environment. They plan to
increase the price in future and wanted to know the possible reaction. Secondly they
plan to expand their branches in other parts of Lahore and attract non users from
those areas as well. So they want to know the location wise demand of fitness
centers and basis for marketing strategy to attract them.

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PART 2:
QUALITATIVE
RESEARCH

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2. RESPONDENT PROFILE
In this part of study, we shall define users and non users then basis for segmentation
will be discussed in detail.
2.1: Users and non-users:
Users are the current customers of Shapes fitness centers. It includes male
and female users.
Non users are those potential customers who are not customers of Shapes
yet but use other fitness centers. However, they can be attracted towards
Shapes.
2.2: Respondent profile (Female users):
Geographic segmentation:
Region: Punjab.
City: Lahore.
Density of area: Urban.
Demographic segmentation:
Age: 16-35
Gender: Female.
Income: 30,000+.
SEC: A AND B.
Occupation: Student, working woman, housewife.
Education: Matriculation/A levels/ Graduates/ Post Graduates.

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Psychological segmentation:
Consumer motivation: Fitness and health of oneself.
Attitudes: Positive attitude.
Behavioral segmentation:
They are regular users. They want quality service. Their user status is regular user.
Usage rate is medium to high. Loyalty status is medium to high. They have positive
attitude towards product.
Psychographics:
Lifestyle: This segment constitutes health and fitness conscious female achievers.
Their life style is not very much active, they spend most of their time at home,
colleges and offices, where they get chance to move their muscles. Students and
working females spend most of their time using computers and laptops and are
frequent users of internet. They like to attend social gatherings.

2.3 Respondent profile (Male users):
Region: Punjab.
City: Lahore.
Age: 16-35.
Gender: Male.
Income: 30,000+.
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SEC: A AND B.
Occupation: Student, working men, business professionals.
Education: A levels/ Graduates/ Post Graduates.
They are regular users. They want quality service. Their user status is regular user.
Usage rate is medium to high. Loyalty status is medium to high. They have positive
attitude towards product.
Psychographics:
Their life style would be out-door oriented. They are the ones who like to hang out
with friends, peers and colleagues. They are sports oriented people who are
conscious about their health and fitness. They are ambitious people.

2.4 Respondent profile (Male non-users):
Region: Punjab.
City: Lahore.
Age: 20-35.
Gender: Male.
Income: 20,000+.
SEC: A AND B.
Occupation: Student, working men.
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Education: A levels/ Graduates/ Post Graduates.
They are non-users but potential users at the same time. They require quality and
economy at the same time. Their current usage rate of other fitness centers is
medium to high. Their loyalty status toward other gyms is low to medium.
Readiness stage for such potential customers is aware, informed and interested.
Attitude: They are enthusiastic about product.
Psychographics:
Their life style would be out door oriented. They are the ones who like to hang out
with friends, peers and colleagues. They are sports oriented people who are
conscious about their health and fitness. They are ambitious people.

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3. RESEARCH DESIGN
This part of report will focus on the research method used in the study and reasons
of using the particular method.
3.1: Nature of study:
This study is an exploratory research which has been used to gather data about the
Shapes fitness centre and environment in which it operates.
3.2: Research type:
Research type used in this study is qualitative research which is best suitable for
exploratory stage because more probing can be done with qualitative methods.
Secondly, information from each respondent is quite substantial to understand the
concept.
3.3: Tool:
For qualitative research, focus group method was used. Focus group was preferred
over in-depth interviews for various reasons which are as follows;
New ideas and thoughts can be generated by interaction among respondents.
It can generate information in shorter period of time as time constraint was
important in this phase of study.
Findings are easy to understand and compile in focus group.

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4. METHODOLOGY
This section of the study will explain the reader about various methodologies which
were used to conduct focus group discussion.
4.1: Focus Group 1 (Male-Users)
This focus group was comprised of male-users of Shapes fitness centre (users and
non-users had been defined in earlier section). Target population for this study
was male users of Shapes three branches which were DHA branch, Main Gulberg
branch and Link road branch. Sample of 8 people were drawn using convenient
sampling technique. Participants were screened beforehand using questionnaire.
Focus group was conducted by Khurram and Bushra where Khurram was
moderator and Bushra was observer. Focus group guideline was prepared which
was used to channel the discussion. Video recorders were used to tape focus group
and record audio.
Note: Basis for segmentation and focus group profile has been discussed in
earlier chapters.

4.2: Focus Group 2 (Female-users)
This focus group was comprised of female users of Shapes fitness centre. Target
population for this study was female users of Gulberg and Link road branch.
Convenient sampling was employed to select sample of 12-18 female users who
were then again screened to get 9 respondents but only 8 were used in focus group.
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Focus group was conducted by Rabiya and Saba Javed. Rabiya was moderator while
Saba was observer. Digital cam was used to make video and audio recording.
4.3: Focus Group 3 (Non users-Male only)
Focus group 3 was comprised of male non users who are using other fitness centres.
Target population was non users of Shapes fitness centres in Lahore where
purposive sampling technique was used to select participants who are from
different fitness centres in Lahore. Then screening questionnaire was used to screen
the participants. Finally, 10 participants were selected out of whom 8 were available
for focus group. Focus group was conducted by Asad and Rabiya where Asad was
moderator and Rabiya was observer. Digital handy cam was used for making video
and sound device was placed to record audio.
5. FINDINGS OF THE QUALITATIVE RESEARCH:
5.1 KEY FINDINGS (Focus Group 1-Users Male)
Respondents joined Shapes just because its a status symbol and equipment
there is good.
In response to the personification test, they found Shapes to be young,
trendy, with strong built and popular.
The crowd of the Shapes is found to be very friendly.
The respondent like the concept of fitness test at Shapes as they come to
know about their weight range and on the basis of this they provide
consumers guide lines about maintaining their health but they are not happy
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with the extra fee they charge. They said that it should be included in the
monthly fee as fitness test is a monthly completion too.
Respondents found that working machines available at Shapes are quite up
to date but the number of machines in working machines is very less.
Respondents found that the environment is good.
Shapes management is reluctant about marketing in order to attract
potential users. There is no effective advertisement, no campaign for creating
awareness among the masses but it should not be a concern at this point in
time cause the social class that Shapes want to cater is already aware of
Shapes.
Membership fee is very high and its increasing day by day.
Some fee concession should be given to old users as retaining them is
important.
Although the trainers are properly trained but the exra fee that is given for
them is a real burden.
They should increase the number of locations in the city.
The concept of free weights should be introduces in Shapes.
5.2 KEY FINDINGS (Focus group 2-Users female)
Respondents joined the Shapes just because of its convenient location.
In response to the personification test, they found Shapes to be young,
trendy, easily approachable and popular.
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The crowd of the Shapes is found to be very open minded.
The respondent like the concept of fitness test at Shapes as they came to
know about their weight range and on the basis of this they provide
consumers guide lines about maintaining their health.
Respondents found that machines available at Shapes are quite up to date.
Respondents found that the environment is very boring.
Shapes management is reluctant about marketing in order to attract
potential users. There is no effective advertisement, no campaign for creating
awareness among the masses.
Membership fee is very high which is above the affordability range for people
having middle background.
The trainers of Shapes are not properly trained and quite reluctant about
consumers.
Non availability of proper parking facility also create problem to the users.
5.3 KEY FINDINGS (Focus group 3: Non-users)
Interests:
A few of the non-users likes to job-hunt in their free time. They also likes to
go to gym. Other interests include: internet and cricket.
One of them likes watching movies and playing computer games.
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A few of them finds it difficult to find time out for gym and doesnt fall with
their daily routine due to their jobs and university late timings.
One of them likes playing football. He also has interest in music and likes to
play guitar.
One of them loves doing cycling.
Importance of health/work out (gym)/food:
Health is the most important thing in ones life.
Whoever keeps himself fit will be able to do daily routine work.
If your health is good then only you will be able to do your life tasks properly.
Tandurusti hazaar naimat ha (Health is a blessing) so if there is health, then
only we can do our work productively.
Jaan hai tou jahan hai (With health comes life).
Due to busy routines and not having enough time, one should always take
time out for this.
Health has a pretty close relationship with ones self.
For some people, health matters while others dont take much care of
themselves. They become obese and they dont stay fit any longer.
Time management is also important in life.
If you have to stay fit, you have to take time out for yourself. For that, you
have to work out, jog or walk.
One should take 5 or 10 minutes of their time to keep oneself fit for their
routine work.
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There are other exercises than doing gym, such as walk, jogging, swimming
and sports like football.
Gym is necessary when you have too much fat on your body.
One has to refrain themselves from eating oily things.
If you are smart and attractive, then you should do gym.
Gym is for those people who want to make their muscular body or want to
remain fit or lose weight.
With walk, there are less chances of having diseases.
Oily and spicy food shouldnt be taken.
From gym, your body feels good and healthy.
One can always do yoga instead of gym.
Gym keeps your body slim and smart.
Trainers can guide one about diet or nutrition plans to intake.
From gym, a mans outlook is shaped up.
Gym also brings confidence in oneself and other things
If you do gym, then there is a schedule for it that at what time you have to
intake certain things and then you prepare diet from that angle.
Gym is for maintaining physique.
Brands of gyms in Lahore:
Yahya, Shapes, Gymkhana, Traxx, Pakistan fitness center, Olympia
International gym, Rafaqat International, Lahore club, Golf club, K-21 club,
DeSome.
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Preference of gyms:
One of the respondents order of preference was: Yahya gym, Shapes and
Gymkhana.
Another respondents was Traxx, Shapes and Gymkhana.
Yahya and Shapes.
Shapes, Yahya and Gymkhana.
Shapes and Gymkhana.
Shapes, Rafaqat and Gymkhana.
K-21 and Shapes.
DeSome and Traxx.
Personification Test (Kind of personality that comes in mind about *Shapes*
and *Gymkhana*):
Shapes Gymkhana
Stylish Hi-fi
Elite Mediocre
Elite Classy
Attitude Elite
Friendly and helpful Elite
Stylish Elite
Stylish Fashionable
Popular Old

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Reasons for not liking Shapes:
One factor is location. It is not near respondents home.
It is expensive.
Perception of only elite class affordable enough to join Shapes and not the
middle class.
It is not easily accessible.
Peoples hesitancy in joining Shapes as it belongs for elite class and the fear
of not being able to mingle with them.
Bargaining for services rate is not possible in Shapes.
Low purchasing power of respondents avoids those joining Shapes.
The services they charge are not worth in return of services.
It is too much popular, as there is a hype created among people that they
have to join Shapes.
Perception of Shapes ambiance (availability of equipment/quality of
trainers/behavior of staff/atmosphere):
Environment is good and staff is exceptionally well-trained.
If you get proper training from your trainers, then only they take care of one
as well.
Trainers and staff must be supportive. Atmosphere is assumed to be nice
overall.
As it is popular, its ambiance must be good.
Environment is too much sophisticated, as they have formal procedures for
everything.
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They are very cooperative with their customers and keep them well-
entertained.
Staffs behavior is pretty good and have friendly environment.
Rating of importance of good and availability of equipment in between (1-10
range):
10. Without good equipment, you cannot do exercise.
6-7. Every exercise cannot give the same results you want.
8. Availability of enough equipment will not make anyone wait for an
equipment to get free.
Coaching is also necessary with availability of equipment.
Comparison of respondents gym with Shapes regarding availability of
equipment in peak rush hours:
Shapes availability of equipment might be better because of its image.
They are equal. 5 on 5.
In any gym, a user would have to wait for any occupied equipment to get free.
In peak hours, theres no place to do any exercise in one of the respondents
gym.
Suggestions for improvement in people accommodation by the administration
of a gym:
Increase gym timings from 7a.m in morning till like 12a.m at night.
By allotting time slot such as 6-7pm for each number of specific customers.
Guide them which kind of exercise they should do in a day.
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Offer them cheap rates in other time slots, other than expected rush hours,
such as 3-6pm.
Limit the usage time of any equipment such as not exceeding 20 minutes or
so.
Divide exercises between users each day.
Comparison of medical tips/fitness tests between Shapes and respondents
gym:
Coaches usually give tips when one ask them for diet or weight loss, what
should one or should not eat.
In Shapes, coaches might be more trained and experienced.
In a respondents gym, they give a diet plan first and also a few medical tips
such as problem of muscles tightening if one do a wrong exercise and proper
treatment regarding it.
In a respondents gym, there is no fitness test but they do take weight and
height measurements, whether one want to lose weight or to gain weight.
When you ask a trainer/coach, then only they give advice over medical tips
or fitness concerns.
Most of the respondents never had a fitness test or were provided with
medical tips.
Trainers give tips like to start with warm-up and not start with weights first.

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Quality of trainers:
Most respondents agree it is important. It is necessary for a trainer to guide
how to go about with an exercise by setting body angles, how many sets to do
per exercise, how much rest to take like for 5 minutes and if one has any
breathing issues.
If they are not well-trained, they wont be able to guide properly.
By doing a wrong exercise, your muscles could be dislocated or you might
feel pain in them. Coach quality of training is necessary to tell you how to do
exercise and how much to do it.
You could fall into deep trouble if your trainer doesnt guide you well.
Suggestions in improvement in quality of trainers:
By hiring trained people.
Trained people would have better extensive knowledge.
They should be up-to-date regarding new trends like on-going training.
Training of trainers should be done.
Gym trainer workshops should also be conducted.
Trainers should be updated about new technology, new equipment, exercises
and the rest.
Continuous training through techniques available on internet.
Perception of monthly/membership charges of Shapes:
2000-5000 Rs.
Around 3000 Rs.
Around 2000 Rs.
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2500 Rs.
4000-4500 Rs.
Reasonability of Shapes charges:
Its okay but ones economical condition cannot seem to afford it.
People have low buying power, so they are not affordable.
Unfair on the part of students who are not earning yet and rely on their
parents for funds.
Shapes charges are high as it seems they are only targeting to elite/upper
class.
By lowering their rates, they can attract more customers.
Media habits:
Music channels such as Aag TV, Play and sports channels such as ESPN and GEO.
They do not like to read newspapers or magazines.
Satisfaction regarding locality:
Respondents preferred location are Model Town especially C-block.
Ideal location is where respondents feel convenient to come.
They usually travel places around Model town, Liberty and University.

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6. ANALYSIS & DISCUSSION
This part of study will summarize all the findings and analysis of three focus groups.
Perception of Health:
Users and non users both are conscious about their health and fitness. Irrespective
of their age and needs, they want to be healthy and smart. Youth want to remain fit
in order to look better while middle aged want to remain fit to be healthier and
competitive.
Fitness Centers:
Generation Y is following busy and hectic schedules of studies and work. So they do
not find time for regular sports. Most of them prefer fitness centers. Formal fitness
centers are gaining popularity among new generation and even middle aged people.
Non users were among the ones who gave details of different fitness centers. Most
prominent fitness centers came across was Shapes, Sukh Chain and Gym Khana.
People found Shapes as friendly and stylish or trendy. So it implies that Shapes
fitness center is considered to be modern and following latest trends as perceived
by non users and users both.
Shapes fitness center:
Shapes fitness center was perceived as popular gym as revealed by three focus
groups. People are influenced by peers and family members to join Shapes as there
were already memberships at home. Non users were not using Shapes for several
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reasons. Environment was considered to be a positive factor for Shapes. According
to male users, environment, trainers and staff is very friendly and cooperative
however this response changed when asked to female users and they said that
Trainers are not that much cooperative. Female users liked the idea of fitness test
while male users were not in much favor of fitness test. But their main issue was
fees charged for such tests.
Issues:
Major issues highlighted during all focus groups were fees, location and marketing.
Fees charged by Shapes is higher than expectation of users and non users especially
fees they charge for tests. Location is not convenient for non users and female users
as they want Shapes near to their locality however male users were not worried
about existing locations but they suggested that it should also be located in
cantonment areas like airport. There is no marketing of Shapes using electronic
media and BTL marketing. People came to know about it by word of mouth. But
male users responded that they do not need extensive marketing because it is
already a big name. Female users also called its environment boring while male
users called it Mummy daddy referring that they do not allow free weights. They
also mentioned that some machines are not in working conditions.
Suggestions from respondents:
Non users suggested that they should decrease their price at same level of services
and open new branches in model town. Marketing for non users could be done at
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music and sports channels and billboards could be used near campus areas and
Model town and Liberty. Female users also emphasized on price and location issues.
Male users were more of a view that working condition of machines and free weighs
should be allowed. And new branches should be opened in Cantonment. Price and
location were two major issues highlighted in all focus groups. Marketing according
to respondents was largely ignored.
7. CONCLUSION
It can be concluded that price, location and lack of marketing were highlighted in all
focus groups. Price was major issue for most of the respondents then it was location.
Untapped potential can be targeted with moving into new locations. Using
marketing strategies, customers can be convinced that price charged by Shapes
fitness center is in line with services they provide. Moreover, other issues
highlighted in key finding should also be addressed at business level like availability
of machines, free weights, trainers and timing issues.

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PART 3:
QUANTITATIVE
RESEARCH

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8. RESEARCH DESIGN:
8.1: Nature of study:
This part of study is descriptive research.
8.2: Research type:
Research type used in this study is quantitative research which is best suitable for
descriptive stage because information gathered at exploratory stage will be asserted
with quantitative data.
8.3: Method:
Method of data collection was survey method.
8.4: Tool:
Tool for data collection was questionnaire based on interviews.
9. METHODOLOGY:
9.1: Target population:
Target population for our study are people in age bracket of 16-35 who have been to
fitness centers or currently working out in a fitness center.
9.2: Sampling frame:
Sampling frame includes people mentioned above but aware of Shapes fitness
center or have been working out there or currently using it.

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9.3: Sample size:
Sample size was selected using an expert opinion and rule of thumb. 100
respondents were selected out of whom 50 were non users but aware and 50 were
users of Shapes fitness center.
9.4: Sample technique:
Sampling technique employed in this part of research was also convenient and snow
ball sampling due to time and cost constraints.
9.5: Collection of data:
30 items questionnaire was developed using different scales with screeners in the
beginning. Data was collected using survey method in which field workers fill forms
themselves and took 10 minutes average on each respondent.
9.6: Data entry and tabulations:
Data was entered using data validation tool in excel. Drop down boxes were created
for each question and data was entered using this customized application. Later this
data was used to make frequency tables using pivot table application and filter
application in excel. Graphs were also made in excel for the better presentation of
findings.

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10. SURVEY FINDINGS:
Q.1: How much health is important in your life?
In response to the question no.1,
53% respondents responded that health is very much important for them.
35% responded that health is important for them.
7% responded that health is somewhat important for them.
5% responded that they are not sure about it.
Q.1 (a): If option no. 1 and 2, why do you think health is not important for you?
In response to this question,
40% responded that they are casual about the health.
40% responded that they have other priorities.
20% said that life is too short.
Q.2: If health is important for you, how do you keep yourself healthy?
53% responded by exercising they keep themselves healthy.
20% responded by enjoying healthy food.
17% responded by adopting healthy activity /hobby.
10% responded by being in a healthy environment.

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Q.3: Do you consider yourself as:
39% responded as causal exerciser.
30% responded as Fitness Enthusiast.
16% responded as Couch potato.
15% responded as body builder.
Q.4: Do you think exercise is important to remain healthy?
50% respondents agreed that exercise is important for health.
29% respondents strongly agreed that exercise is important for health.
16% were neutral.
3% were in disagreement that exercise is important for health.
2% were in strong disagreement that exercise is important for health.

Q.4 (a): Why do you think exercise is important?
42% responded to improve health they think exercise is important.
30% responded to improve the body shape they think exercise is important.
16% responded to improve the strength.
7% responded to meet new people.
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5% responded to lose weight.

Q.5: What type of exercises/activities do you do?
36% responded that they do cardio exercises like Treadmill, Motion Bike,
and Cycling.

22 % responded that they do weightlifting.

12% responded that they do jogging.

9% responded that they do walking.

6% responded that they do swimming.

4% responded that they do yoga.

4% responded that they do both Cardio exercises and weight lifting.

4% responded sports.

2% responded both Cardio exercises and Walking.

1% responded that they do Cardio exercises, Walking and Jogging.

Q.6: Where would you prefer to workout at?

50% responded Shapes.

27% responded Gymkhana.

13% responded Home gym.

6% responded Company gym.

2% responded Pakistan gym.

1% responded Sukhchain.

1% responded Ahmed Gym.

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Q.7: Would you like to tell us the influencing factor for selecting Shapes as
your gym?
66% responded Friends/Family are the most influencing factor for selecting
Shapes as their gym.
30% responded word of mouth is the most influencing factor for selecting
4% responded that curiosity is the most influencing factor for selecting

Q.8: How do you feel about Shapes?
46% felt that Shapes is friendly.
32% have neutral feelings about Shapes.
18% felt that Shapes is very friendly.
2% felt that Shapes is unfriendly.
2% felt that Shapes is very unfriendly.

Q.9: According to the following dimensions, how do you perceive Shapes?
In this question 1= MOST and 5= LEAST
TRENDY
44% rated Shapes with 4 on the scale of 1 to 5.
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UP-TO-DATE
WELL-EQUIPPED
20% rated Shapes with 3 on the scale of 1 o 5.
4% rated Shapes with1 on the scale of 1 to 5.
POPULAR

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Q.10: How do you perceive the environment of Shapes?
In this question 1= Most and 7= Least
Sophisticated/Unsophisticated
40% rated Shapes with 2 on the scale of 1 to 7
Good crowd/Bad crowd
Good lighting/Bad lighting
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Helpful staff /unhelpful staff
2% rated Shapes with 5 on the scale of 1 t 7.
Very clean/Messy

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Great parking/Not so good parking
38% rate Shapes with 6 on the scale of 1 to 7.
Good music/Bad music
2% rated Shapes with 6 on the scale of 1 o 7.
Makes you feel at home/Makes you feel uneasy

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Q.11: How would you rate the customer service of Shapes?
In response to this question .
54% rated Shapes as good in customer services.
28% rated Shapes as average in customer services.
14% rated Shapes as excellent in customer services.
4% rated Shapes as poor in customer services.
Q.12: Have you ever exercised with a personal trainer?
60% respondents answered yes.
40% respondents answered no.
Q.12: IF YES, THEN (a) (i): Are personal trainers properly trained at Shapes?
45% respondents strongly agreed.
45% respondents agreed.
10% respondents disagreed.
Q.12: (a) (ii) Are coaches available during peak rush hours?
38% respondents disagreed.

28% respondents strongly disagreed.

21% respondents were neutral.

10% respondents agreed.

3% respondents strongly agreed.

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Q.13: What equipment/services do you avail?
72% responded that they use treadmill.
14% responded that they use free weights.
6% responded that they use both treadmill and free weights.
4% responded that they use both free weights and swimming pool.
2% responded that they undertake Aerobics classes.
2% responded that they use swimming pool.

Q.14: How would you rate the equipment at Shapes?
26% responded that they need upgradation.
26% responded that they are somewhat upgraded.
24% responded that they dont know.
18% responded that they need to be replaced.
6% responded that they are completely upgraded.

Q.15: How would you rate the availability of equipment during peak rush
hours?
54 % responded sometimes equipments are available.
22 % responded equipments are unavailable always.
14% were not concerned with availability of equipment during peak rush
hours.
6 % responded equipments are mostly available.
4 % responded equipments are always available.

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Q.16: Do you think fitness test is helpful in knowing about your weight range?
28% respondents were neutral.
22% agreed strongly.
18 % agreed.
18% strongly disagreed.
14% disagreed.

Q.17: Do you think fitness tests provide guidelines to maintain your health?
20% people are strongly dissatisfied that the fitness test does not provide
any guideline to maintain the health.
12% are disagreeing that the fitness tests do not provide any guideline to
maintain the health.
32% are neutral in their opinion that the fitness test does not provide any
guideline to maintain the health.
24% agree that fitness test provide information regarding how to maintain
fitness.
12% are strongly agreed that fitness test provide very interesting guidelines
how to fit themselves.
Q.18: Do you agree with the membership charges at Shapes?
14% respondents are strongly disagreeing with the membership charges at
Shapes.
32% respondents are neutral in their opinion.
20% respondents agree with the membership charges at Shapes.
2% respondents are strongly agreed and enjoy the membership at Shapes.
47 | P a g e

Q.19: In your opinion, is the monthly fees charged by Shapes are in line with
the services?
40% respondents agreed with the charges of the Shapes.
24% respondents are neutral in their opinions.
6% respondents strongly disagree with the charges of Shapes.
24% respondents disagreed with the charges of the Shapes.

Q.20: How do you see the fees raised by Shapes management recently?
46% respondent sees that it is unfair to raise the fee.
32% respondent sees it is somewhat unfair.
14% respondents are not concerned with the fee raised.
4% respondent sees that it is fair.

Q.21: Will you keep using Shapes if prices are raised in future?
20% respondents will definitely not keep using Shapes when the prices are
raised.
18% respondents say they are not sure whether they will or not.
24% respondent probably will keep using Shapes when the prices are raised.
16% respondent definitely will keep using Shapes when the prices are raised.

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Q.22: In your opinion, what is the maximum membership charges you would
be willing to pay at Shapes?
21% respondent sees that less than Rs. 2000 is the maximum membership
charges.
24% respondent sees that Rs. 2000-3000 is the maximum membership
charges.
charges.
charges.
3% respondent sees that more than Rs. 5000 may be the maximum
membership charges.

Q.23: In your opinion, what is the maximum monthly charges you would be
willing to pay at Shapes?
26% respondent sees that less than Rs. 1500 is the maximum monthly
charges.
20% respondent sees that Rs. 1500-2500 is the maximum monthly charges.
2% respondent sees that more than Rs. 4500 may be the maximum monthly
charges.

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Q.24: Which of the following advertising methods would get you interested in
a gym (Select all that apply)?
37% respondents are interested in the billboards advertising.
5% respondents are interested in the T.V and news paper advertising.
16% respondents are interested in bill board, T.V and radio advertising.
8% respondents are interested in bill board, T.V, radio and internet.

Q.24 (a): which television channel do you prefer to watch most?
5% respondents prefer news channels.
39% respondents prefer sports channel.
32% respondents prefer music channels.
21% respondents prefer family channels.
3% respondents prefer music and family channel.

Q.24 (b) (i): Which type of newspaper do you prefer to read?
79% prefer English newspaper.
14% prefer Urdu newspapers.
7% respondents say that they do not read newspaper.

Q.24 (b) (ii) Do advertisements in newspapers catch your attention?
75% respondents agree that advertisements in newspaper catch their
attention.
25% respondents strongly agree that newspaper catches their attention.
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Q.24 (c) Which type of internet sites do you visit often? (You may select more
than one).
45% respondents visit often social networking web sites.
10% respondent visit sports websites.
5% respondent often visit email sites.
15% respondent often visit search engine, social networking sports and
email sites.
10% respondents visit social networking and email sites.
15% respondents often visit social networking, sports and email sites.

Q.25: Where do you travel mostly inside Lahore? (You may select more than
one option).
22% respondents mostly travel in Cantt.
1% respondents mostly travel in Cantt and Liberty.
3% travel in Iqbal town.
25% travel mostly in the Model town area.
16% travel mostly in Liberty.
6% travel near the campus. (Garden Town New Campus of Punjab
University).

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Q.26: In your opinion, is current location of Shapes convenient for you?
6% respondents strongly disagree with the location's convenience.
21% respondents disagree.
3% respondents are neutral in their views.
31% respondents agree with the location of Shapes.
16% respondents strongly agree with the location of the Shapes.

Q.27: In your opinion, your gyms locality should be preferably near your
home?
3% respondents strongly disagree.
6% respondents agree.
7% respondents are neutral in their views.
33% respondents agree with the location.
51% respondents strongly agree that gym location should be preferably near
their home.

Q.28: How would you rate the parking issue at gym?
10% respondents showed least important interest in parking issues.
30% respondents showed somewhat important interest in parking issues.
36% respondents show important interest in parking issues.
21% respondents show very important interest.
3% respondents are not concerned with the parking issues.

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Q.29: In your opinion, should Shapes open more branches in different
locations?
3% respondents strongly disagree.
45% respondents disagree.
32% respondents have neutral opinions.
37% respondents agreed that more branches should be opened.

Q.30: Which areas would you like to suggest for new branches of Shapes? (You
may select more than one option).
25% respondents prefer Model town.
39% respondents prefer Cantt.
9% prefer Campus area.
6% respondents prefer garden town and campus area.
Q.31: Sex:
68 % are males.
32% are females.
Q.32: Residential Location
28% respondents belong to Cantt.
25% respondents belong to Model town.
15% respondents belong to DHA.
4% respondents belong to Gulberg.
6% respondents belong to Iqbal town.
13% respondents belong to Garden town.
3% respondents belong to Wapda town.
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11. ANALYSIS OF SURVEY FINDINGS:
Objective A: To explore the perception of consumers toward health and exercises.
Analysis: 5 questions were asked from the chosen people to explore their
perception toward health and exercises. Analysis on the basis of their answers is as
under:

It can be easily observed from this chart that most of the customers perceive health
to be important in their life. Those who dont consider health to be of prior
importance are of different categories. 40% of them take health casually, 40% have
other priorities while 20% consider life is too short to consider about health.
Keeping yourself healthy requires action plans. Our sample chosen follow plans as
under:
53
35
7
5
0 10 20 30 40 50 60
very much important
important
somewhat important
dont know
importance of health in life
54 | P a g e

Majority of the people opt for exercises to stay healthy while there are such people
too who just claim their environment to be the major reason for their healthy life.

Exercising requires regularity. Customers who exercise have different reasons; their
physique can be the main influencer our respondents perception about themselves
can be best illustrated by the following chart:

39% of the customers do exercise due to a certain cause, while 30% chose this way
to stay fit and healthy.
53
20
17
10
0 10 20 30 40 50 60
exercises
healthy food
healthy
activity/hobby
healthy
environment
ways to stay
healthy
39
30
16
15
0 10 20 30 40 50
causal exerciser
fitness enthusiast
couch potato
body builder
Why exercise??
55 | P a g e

79% of the customers believed that exercise is very important to stay healthy while
5% claimed it is not that important. Out of these 79%, 42% consider exercise is
important to stay healthy, 30% do exercise to improve body shape, 16% do exercise
to stay strong while 7% do exercise to meet new people and 5% do so to reduce
weight. These people choose various ways of exercising:

The analysis of these charts shows that people have different perception about
health and exercise and not all of them really care about health.
So the perception of majority of respondents is that people are very much health
conscious and do exercise to make themselves fit and healthy, but most of the
respondents were casual exercisers and do cardio type exercise to make themselves
fit and healthy.
36
22
12
9
6
4
4
4
2
1
0 10 20 30 40
cardio exercise
weightlifting
jogging
walking
swimming
yoga
both cardio and wt. lifting
sports
both cardio and walking
cardio, walking and jogging
type of exercising activities
56 | P a g e

Objective B: To explore the consumer perception regarding equipment, trainers
and methods used.
Analysis:
People prefer to workout at different places, where they are comfortable to do so.
We questioned 100 people out of which 50% go to Shapes to work out while rest of
50 workouts at different places.

50% of our sample goes to Shapes for workout. The reason of selecting Shapes as
their workout place varies from person to person. This will be explained in detail in
few coming pages.
Majority (66%) of them were influenced either by their family or friends to choose
Shapes as their workout place. 30% were influenced by word-of-mouth while
curiosity led 4% to join Shapes. And majority of them found Shapes to be friendly.
On a scale of 1 to 5, 1 representing most while 5 representing least, Shapes was
classified as below:
0 10 20 30 40 50 60
Shapes
Home gym
Pakistan gym
Ahmed gym
workut place
57 | P a g e

Customers of Shapes rarely consider it as most popular, most well-equipped, most
up-to-date and most trendy. 80% of Shapes customers believe that it is least
popular. Very few customers have a good perception about the equipments,
trainers and methods used by Shapes.

0
8
20
44
28
0
8
24
44
24
4
12
20
38
26
0
0
8
12
80
1=most
2
3
4
5=least
popular
well-equipped
up-to-date
trendy
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Objective C: To investigate the image of Shapes in the mind of consumers.
The image of shapes in every customers mind also differs from one person to
another. On a scale from 1 to 7, Shapes was categorized by its customers on the
basis of following characteristics:

Here we can see that major problem with Shapes is, their parking! On the other side
it is really a sophisticated gym with good crowd, lightening, and helpful staff but it
lacks in making people at home and it is good in cleanliness but it still needs
improvements..
14% of these customers believe that Shapes provides excellent customer services,
54% believe that Shapes provide good customer services, 28% find Shapes
customer services to be average while 4% find it poor.

22
40
20
14
4
0
0
14
32
32
8
10
4
0
12
42
32
10
4
0
0
18
36
36
6
2
2
0
8
48
34
10
0
0
10
0
12
14
26
38
0
26
30
22
16
4
2
0
6
18
58
12
6
0
0
0% 20% 40% 60% 80% 100%
1=most
2
3
4
5
6
7=least
sophisticated
good crowd
good lighting
helpful staff
cleanliness
great parking
good music
makes you feel at home
59 | P a g e

Objective D: To explore the consumer perception about environment of Shapes.
Analysis: In Shapes, 60% of the customers have exercised with the personal
trainers out of which 45% strongly agree that the personal trainers are properly
trained and 10% disagreed with this statement. So a large majority believe that
personal trainers are well trained.
During peak rush hours, coaches are rarely available to everyone. It is also found in
our survey that most of the Shapes customers use treadmill as exercising tool.

Majority of these customers also believe that the equipments provided by Shapes
need up gradation. They also have a problem that during peak hours, equipments
are not always available to them. They also have a problem with the fitness test as
almost 32% believe that it doesnt provide enough guidelines. So we can say from
these answers that Shapes should increase the number of treadmills and their
quality also, fitness test which is not liked by user needs improvement, fitness test
should have some value to users.

72
14
6
4
2
2
0 20 40 60 80
treadmill
free weights
treadmill and free weights
free weights and swimming pool
aerobics classes
swimming pool
equipment/services
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Objective E: To investigate the price sensitivity of consumers whether the price
charged are in line with the services performed.
For getting consumers perception about the price sensitivity, 6 questions were
asked and their analysis on the basis of the answers given is as under:

Do you agree with membership charges at Shapes?
Majority of the people did not agree with the membership charges at Shapes. 32% of
the people disagreed and 32% of the people had a neutral opinion about the
membership charges. The overall result is that people perceive the membership
charges to be higher.

14%
32% 32%
20%
2%
[2] Disagree [3] Neutral [4] Agree
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Do you believe that monthly charges are in line with the services?
Here again a scale from ranges of 1 to 5 were used. Starting with 1 being strongly
disagree and 5 being strongly disagree. 40% of the people which is the highest
proportion believed that the monthly fees are in line with the services offered and
they agree with this statement. 24% of people disagree and 24% of people had a
neutral opinion. However only 6% had strongly agreed and 6% had strongly
disagreed.
People agree because in their opinion the services offered at Shapes are good and
the fees charged are in line. The machines, the training, the atmosphere are also
satisfactory so that they believe that fees charged are in line with the services
offered.

6%
24% 24%
40%
6%
[1] Strongly
disagree
[2] Disagree [3] Neutral [4] Agree [5] Strongly
agree
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How do you see fees raised by Shapes management recently?
46% of the people believe that fees raised by Shapes is unfair, 32% believe that its
somewhat unfair, 14% believe that they are not concerned and 4% believe that its
fair and somewhat fair.
Here we can see that majority of the people say that fees recently raised by Shapes
management are not fair and just. They believe that fees should not be this much
higher that it becomes unaffordable to them to go to Shapes. Especially the fees
charged for customized services like the training is in addition to the membership
charges which causes a significant increase in overall fees charged.

46%
32%
14%
4% 4%
[1] Unfair [2] Somewhat
unfair
[3] Not
concerned
[4] Somewhat
fair
[5] Fair
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Will you keep using Shapes if prices are raised in future?
24% of the people say that they probably will keep using Shapes, 22% say that they
probably will not keep using Shapes, 20% believe that they will definitely not keep
using Shapes, 18% say they dont have any opinion and 16% believe that they
definitely will.
Here, its a mix type of opinion in overall 40 % believe they would keep using Shapes
and 46% believe that they would not keep using Shapes. The basic reason that they
say that they will keep using Shapes because they consider themselves as the loyal
customers and believe that its an outclass fitness Center as well as the best one and
they are not sensitive to the price increase at Shapes. However people who say that
they will not keep using Shapes their basic reason is that they are not the loyal
customers and they would probably switch to other gyms as they are price sensitive.

20%
22%
18%
24%
16%
[1] Definitely
not
[2] Probably not [3] Dont know [4] Probably will [5] Definitely
will
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In your opinion, what is maximum membership charges you would like to pay
for Shapes?
31% are ready to pay Rs. 3000-4000 for the membership charges, 24% are ready to
pay Rs. 2000-3000 , 21% are ready to pay less than Rs. 2000 and 21% ready to pay
Rs. 4000-5000
This shows that people are not ready to pay high fees for the membership charges,
they want to pay a reasonable and an affordable amount which is neither too low
nor too high. There are not ready to pay high membership charges because it
becomes quiet unaffordable and they have other options to switch to.

What are the maximum monthly charges you want to pay for Shapes?
41% people are ready to pay Rs. 2500-3500 for the monthly fees charged, 20%
people are ready to pay Rs. 1500-2500, 26% people are ready to pay less than
Rs.1500 and only 2% are ready to pay more than Rs. 4500.
21%
24%
31%
21%
3%
[1] Less than Rs. 2000
[2] Rs. 2000-3000
[3] Rs. 3000-4000
[4] Rs. 4000-5000
[5] More than Rs. 5000
26%
20%
41%
11%
2%
[1] Less than Rs.1500
[2] Rs. 1500-2500
[3] Rs. 2500-3500
[4] Rs. 3500-4500
65 | P a g e

Here again we see that people believe that fees charged is higher and they dont
want to pay the higher fees charged. They want to pay a reasonable amount of fees
and consider it unjust for high fees to be charged. Moreover they have other options
too and because of that they are not ready to pay higher fees.
Objective F: To explore the media habits of users and non-users so that media
strategy could be formulated.

Which of these methods would get you interested in a gym?
37% say that the media that could get them interested into the gyms would be the
billboards and 16% believe that television would catch their attention and get them
interested in a gym.
Majority of people actually believe that most of the times they are on roads and time
management is also important in their lives therefore the best media that could get
their attention would be the billboards. However some believe that television could
37%
1%
1%
5%
3%
1%
16%
6%
8%
7%
8%
1%
4%
2%
[1] Billboards
[10] T.V and Newspaper
[11] Billboards, T.V and
Radio
[12] T.V and Internet
[13] Billboards, T.V, Radio
and Internet
[14] Billboards and
Internet
[2] T.V
66 | P a g e

also get their attention as most of the time after working hours is spent at homes
therefore it can also be effective.

Which television channel do you prefer to watch most?
Here 39% of people say that they watch sports channels mostly and 32% believe
that they watch music channels and 21% say they watch family channels.
The respondents are basically young, enthusiastic and fitness conscious therefore
most of them prefer to watch the sports channels.

Which type of newspaper do you read mostly?
79% say that they read English newspaper mostly and 14% say they read Urdu
newspapers.
The reason is that the daily language used for communication is English therefore
the people prefer to read the English newspapers and it becomes more easy to
5%
39%
32%
21%
3%
[1] News [2] Sports [3] Music [4] Family [5] Music
and Family
79%
14%
7%
[1] English [2] Urdu [3] Do not read
67 | P a g e

apprehend the information given and secondly the respondents are well educated
and qualified therefore they prefer reading English newspapers.

Do advertisements in newspapers catch your attention?
75% people say that advertisements catch their attention and they agree however
25% strongly agree. The reason is that advertisements are eye catching due to their
colorful appearance and style of fonts being used.
OBJECTIVE G: To explore consumer opinion about the convenience of location

Where do you travel mostly inside Lahore?
25% of respondents believe that they travel in Model town, 22% say that they travel
in Cantt and 16% say they travel around in Liberty.
75%
25%
[4] Agree [5] Strongly agree
22%
1%
3%
25%
16%
6%
3%
1%
13%
5%
2%
3%
[1] Cantt
[10] Cantt and Liberty
[11] Iqbal Town
[2] Model Town
[3] Liberty
[4] Campus
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This is because moist of our respondents live in theses localities and they prefer to
travel mostly there as everything is present near to them for daily uses however for
shopping people mostly travel around the Liberty area.

In your opinion is current location of Shapes convenient to you?
31% people say they the location is convenient to them, 26% did not have any
opinion and 21% people disagreed with it.
Mostly respondents have agreed because the Shapes branch is located near to them
and it's easier for them to go over there. However some had a neutral opinion as
they like to travel and they dont care much even if they have to travel farther for the
gym.

6%
21%
26%
31%
16%
[1] Strongly disagree
[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree
69 | P a g e

In your opinion your gyms locality should be near to you home?
51% of people have strongly agreed and 33% have agreed.
This is because these days time management is very important and people dont
want for their time to be wasted and they dont want to travel farther for the gyms
therefore they say that they would prefer to go to a near by gym.

How would you rate parking at issues at Shapes?
36% of people say that it's an important issue, 30% say that it's somewhat
important and 21% say that it's very important.
This is because that for most of people the parking issues is important if they want
good outcomes for themselves. The parking is quiet congested and they are not able
to get proper space for their cars to be parked. However others dont consider it
much important.
3%
6%
7%
33%
51%
[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree
10%
30%
36%
21%
3%
[1] Least important
[2] Somewhat important
[3] Important
[4] Very important
[5] Not concerned
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In your opinion should Shapes open more branches in different locations?
37% people say that they should open more branches and they agree with it and
24% strongly agree with it.
This is because people really like services offered by Shapes however due to longer
distances they are not able to get a chance the avail the services therefore they agree
that more branches should be opened at different localities.

Which areas would you suggest for new branches of Shapes?
39% respondents said that new branch should be opened at Cantt side and 25%
said that in Model town more branches should be opened.
This is because at Cantt side people have to travel to DHA or Model town are for the
gym therefore both localities are quiet far away therefore people want new
branches to be opened in their localities.
3%
4%
32%
37%
24%
[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree
25%
39%
9%
6%
17%
3%
1%
[1] Model Town
[2] Cantt
[3] Campus area
[3] Campus area/Garden
Town
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12. CONCLUSION:
People are health conscious as well as fitness conscious, to stay healthy and
prevent catching diseases going to gym and exercise are important.

People are not satisfied by the trainers, equipments being used and services
availed at Shapes.

The trainers are well trained but at peak hours their availability becomes
limited, machines also need upgradation.

People are very price sensitive and they have other options to switch to.

Need for billboard advertising and television advertisements to get the
attention of more people and to attract them towards Shapes.

Need to open more branches in different localities to increase the customer
base.

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PART 4:
RECOMMENDATIONS

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13. RECOMMENDATIONS:
1. As enough number of respondents believe in staying healthy and prefer
exercise to remain healthy so Shapes management should not contend with
their existing users but evolve a branding strategy to tap those who are not
using Shapes currently but could be a potential market.
2. Family cards can be used as a tool to give discounts to users whose family
members are also using the services of fitness center. As most of the
members heard Shapes from friends or family so Tribe card should be
issued to such loyal base of users.
3. Old treadmills which are not in use should be upgraded and put into use of
customer without any further delay.
4. Current machinery should be upgraded as machines in Link road branch are
not up to date and should be considered for up gradation.
5. We can see if the trainer is effective simply by how they look. Many personal
trainers will not practice what they preach, so they are not in the best shape
themselves. The trainers at the Shapes fitness center should apply the
training and nutrition principles that they teach. This will give users a good
idea of whether or not to trust their fitness and health to the trainers at the
center.
6. Personal trainers should explain customers again and again if they are not
able to understand.
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7. Parking at the DHA and Link road gym should be expanded. At DHA Parking
area could be reserved for Shapes by acquiring a place near to gym. Link road
gym could be transferred to Model Town C block or parking area has to be
allotted.
8. Trainers should work on a time table of each customer so that during rush
hours, no one has to wait for his or her turn. Or Shapes management if
budget allows should hire more trainers especially during evening hours.
9. Treadmills should have a time limit for each individual like 15 minutes for an
individual to cope with over crowd.
10. As we previously suggested they should increase number of treadmills
especially at Gulberg branch which bears most of the rush.
11. Cost of doing fitness test can be reduced because it is not costly for Shapes to
prepare a fitness plan for user but decrease in its cost would compel more
users to have a fitness test.
12. Respondents were of view that membership charges are high but keeping
the brand name in mind and premium pricing policy of Shapes fitness center
it should not decrease their price. But reviews in price charges and
membership fees should not be made on monthly or quarterly basis. It
should be well communicated to users about the reasons of increase whether
its new services or increase in the cost of providing services.
13. Personal trainers charge heavy amounts from users which should be
checked and uniform rates which should be in line with gym monthly charges
must be applied.
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14. Shapes marketing department should consider using billboards as
advertising tool. Billboards can be placed in Lahore Cantonment where
potential market can be tapped.
15. Sports and music channels can be used for above the line marketing.
Television advertisements are also an important tool.
16. Social networking websites like Facebook can be used. Page can be
developed where free tips can be given to viewers.
17. Brand spokesperson must be hired. Wasim Akram who still maintains his
health and fitness or we can have any other sports celebrity like our new
tennis star Assam Ul Haq or squash players.
18. Shapes must open another branch in Lahore Cantt. There is a potential
market in Lahore Cantt.

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PART 5: APPENDIX
(QUALITATIVE
PART)

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Appendix A: Verbatim (FG1-Male Users)
Moderator:
Hello everyone! This is basically a focus group discussion about shapes gym. As you
all go to shapes so we will ask you personal opinions about it and the kind of
improvement that is in your minds about shapes. This discussion is not just limited
to our MBA project but will also have future implementations i.e. the information we
collect from this discussion and conclusions we make, we will provide them to the
shapes administration and that would help in their future improvements. Now we
start the introductions of our panel members.
Moderator: Sir, please introduce yourself
Qasim: My name is Muhammad Qasim Ashraf and I am student of class A-1 in
Beacon House School Systems, Defense Branch. I have been a user of Shapes since 1
year.
Moderator: Oh, have you passed youre A's exams or O'levels? And what were your
grades?
Qasim: I've done O' levels and I got 9 A's
Mohsin: My name Is Mohsin and I'm an employee at Punjab Rangers Pakistan. I have
joined shapes gym 6 months back.
Hassan A: My name is Hassan Ashraf and I'm doing telecom engineering from NUST.
I've been a user of shapes for 2 months.
Hassan N: My name is Hassan Nawaz and I'm a student of bachelors and I've been
using Shapes gym for last 5 years.
Muhammad: My name is Muhammad Abbass and I'm a student of BSC and I have
been a regular user of Shapes gym for the last 8 years since 2002
Shehzad: I'm Shehzad Saleem and I'm ACA student and I joined Shapes 8 months
back and left it for studies for a short period of time
Sibtain: My name is Sibtain and I'm doing Bachelors from BeaconHouse National
University. I've joined shapes recently 2 months back and I hope it goes well.
Kashif: I am Kashif Mansha and I'm doing BBA from University of Lahore. I have
joined Shapes a month back.
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Moderator: Hey Shehzad, so how is it going at Shapes? For you what is more
important i.e. food, supplements, workout?
Shehzad: Well, no supplements. I never use supplements but workout is more
important to me.
Moderator: So what kind of food you think is more important? And you take regular
food or some special food?
Shehzad: Well I take milkshake regularly before going to gym otherwise the rest day
I take the regular food.
Moderator: What would you say Muhammad about it?
Muhammad: I think diet is most important. I you are going to gym then you must
take of your proper diet too. You should be health conscious
Moderator: Mohisn, what would you say is it the gym that is important or food too can help?
Mohsin: No its not only gym but diet is also more important. Once you start using
gym then you have to be more conscious about your food. If you don't take proper
care of your food then you may become weak too. The instructors advice you for
more oily food like keema and milkshakes.
Qasim: It depends upon what kind of workout you are trying. For example if you are
maintaining body fitness then you need more of proteins. And if you are reducing
your weight then it might be different but most important are fruits and proteins.
Hassan A: As Muhammad said, I would agree with him that diet is the main thing. I
myself use more of proteins and fruits like bananas.
Moderator: So, we have concluded that diet is very important.
Moderator: As you all people go to shapes and do exercise over there, so
Muhammad you tell us how do you see shapes as a person in terms of
personification? Some kind of energetic, or slightly an old man or a suited booted
person? What would you say?
Muhammad: For good exercise, a good environment is also needed. However if you
go to shapes they just take you to the machines and nothing else in there. Its a big
brand name but inside it, you won't find much of the things showing the value of
brand.
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Sibtain: Sometimes it happens that people go there just for 2/3 days n then stop
going there. I have been going there for just last 2 months. I agree with Muhammad
that its a big name and people feel proud in going to shapes.
Moderator: Kashif, what kind of image do you think Shapes has?
Kashif: I did not see the image, I just wanted to lose my weight that was the reason I
joined shapes.
Moderator: So what do you do over there?
Kashif: Exercise
Moderator: What would you say Shehzad? What kind of image do you have of
shapes? Going for prestige or self esteem?
Shehzad: I agree to Muhammad that it's such a big name but the instructors inside
they don't work much hard on the users.
Moderator: Shehzad, where would you place Shapes against its competitors like
gymkhana or sukhchain?
Shehzad: I don't know about its competitors but just have the idea that Shapes is a
good gym
Hassan N: Shapes is better than others
Moderator: So we all think that the image of Shapes is good and well established.
Hassan N: People go there to tell others that they go to shapes.
Hassan A: Competition is good too. Normally if you go to some other gym as
compared to shapes, you won't find air conditioners over there, no girls ..especially
the gyms in the inner Lahore city. Shapes has just an image of a suited booted
person otherwise it's just satisfactory.
Mohsin: I think it's liked more but nothing else. It's just a fitness gym but not a body
building gym.
Qasim: I would say the same that the facilities provided are good at shapes. Its a
fitness gym and they just send the users directly to the machines.
Moderator: So you all agree to the point that the environment is good. So
Muhammad, what do you want to say?
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Muhammad: It's not about fitness; they have structures as such that people take
them as a fitness centre. The services are good but one cannot pay the extra amount
of money they charge like 5-6 thousand. Moreover, it's not a fitness gym.
Moderator: So you want to say that the prices are high and for small things they
charge high prices. What do you say Shehzad?
Shehzad: Yes, I would agree that prices are high. When a new comer goes there, they
charge 8000 fees just for registration
And then 5-6000 further more depending on the kind of services you want. If prices
are lowered, then more people will start going to Shapes
Moderator: If prices are lowered, don't you think it will have a negative impact as far
as quality is concerned?
Shehzad: Yes, it would create a negative impact but a few reasonable things can be
brought in.
Moderator: So, you mean they should introduce packages.
Moderator: Yes Muhammad you wanted to say something?
Muhammad: Well, the registration fees is reasonable but the amount they charge
extra is really high.
Moderator: So high fees is charged at every stage?
Muhammad: Yes, when users ask for the exercise or the body fitness, they charge
extra amount. If you don't pay the instructors and staff don't ask you and don't show
any concerns
Moderator: Yes Hassan what would you like to say? If all these panel members are
saying the negative things you can say
a positive thing too
Hassan N: Yes, all the members are right that the fees charged is high
Moderator: What would you say about the equipment quality? Do you go in defense
branch?
Hassan N: No, I go to the one at Gulberg
Sibtain: Well, fees charged is alright. If fees is high then why to go to shapes? It's just
a mindset that if you don't pay you won't get the good training. The environment is
rigid but machines are really good.
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Moderator: You don't want any improvements?
Sibtain: Shapes is good for the new users but if it's not good then why to go in there?
Kashif: I don't do the weight lifting stuff, I just do the exercise to lose my weight. But
yes the equipment is good.
Moderator: What would you say Shehzad? Do you want any improvements?
Shehzad: Ummm it's good already
Hassan A: If you pay them you will definitely get good outcomes. The facilities and
machines provided are good.
Moderator: What would you say about the price? And price quality comparison?
Hassan A : The price is ok. You don't come to know many times what are they
charging for and you can say them the hidden charges too.
Moderator: Mohsin what would you say about the equipment?
Mohsin: Well, there are different kinds of equipment like weights for body building,
treadmills, cycling n others. But the problem is that the number of members are
more and machines are less and at times people have to wait for their turns
Moderator: What would you say Qasim?
Qasim: Well, all have agreed that its a brand, if you go there you have to pay for the
brand. You have the substitutes available if you think prices charged are really high.
Otherwise equipment is good.
Moderator: Any improvement that you would like to have at Shapes?
Qasim: As Mohsin said that the number of members is more and machines are less.
The gym is good but I think they should bring in more machines
Moderator: What do you think about the advertising of Shapes? What kind of media
they should use to advertise themselves and attract more users?
Qasim: Well, I did not notice any advertising. My friends were already members so I
also decided to join in there.
Its a big name and people already know about it so I don't think they need to
advertise.
Muhammad: You all are new in there and I have been going there for last 8 years.
You know the place where you live and visit frequently, you become part of it and if
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you go to a new place, you are just a stranger there. Your perceptions and my
perceptions are quite different.
Moderator: Yeah you own that place
Muhammad: Yeah I have been there so long and have seen many changes taking
place in front of my eyes. Staff members being hired and some being fired.
Moderator: What kind of improvements do you want?
Muhammad: It's good. It's been 8 users since I have been their regular user. They
should maintain their machines. Many times there are 8 machines in line and on 4 of
them its written "out of order". If they are taking money their maintenance should
also be up to the mark.
Sibtain: Well 8 years is a long time and he should be given the discount. 8 years back
it wasn't a problem for paying then why should it be a problem after 8 years in
paying fees? I think 8,000 is worth of it. They should advertise themselves I think.
It's because of the level of prestige and image that people want to join Shapes. The
prices should be lowered so more people can join as many people don't join just due
to high prices
Moderator: Shehzad what do you say?
Shehzad: I don't think they should be advertising as it's such a big name. I have
never seen any of their advertisements or the billboards
Hassan N: They should be advertising as they want to attract more customers.
Moderator: What about location? They have 3 branches already, what do you think
they should open new branches or not? And where?
Hassan N: They have 3 branches already, I think it's good enough
Muhammad: They have branches in H-Block, Y-Block, Gulberg and Model Town. A
person living in cantt has to go to defence or Gulberg and those places are quite far
so I think I think they should open a branch near airport locality.
Moderator: Yeah Mohsin you tell about it
Mohsin: Yes they should advertise through media in order to expand their customer
base and to open branches in other cities too
Moderator: What would you say Qasim?
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Qasim: Yes, they should open branches at new locations and increase their capacity
too
Moderator: So here comes the end of our discussion session and we will call you
people again when further cooperation would be needed. Thank you all for sharing
your opinions with us and taking your time. Have a nice evening an enjoy the tea-
break

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Appendix B: Verbatim (FG2-Female Users)
Assalom-o-Alaikum to all of you. My name is Rabiya Wahid. im a student of Lahore
School of Economics. Im doing my MBA program. First of all I would like to thank all
of you for coming here our focus group. We are conducting our focus group which is
related to our marketing research project. Our focus group is about your perception
about Shapes, how you perceive their services, what they do and everything.
M. App health k bare mien kya sochtay hain? Aur aik insane kay liya kya zaroori hai?
R1. Health is Wealth
R2. Aap ko kuch pasand nahi aata agar aap ki health theaik na ho.
R3. Health ka mutlab yai hai kay app fresh nazar aain.
R4. health ka mutlab hai kai weight conscious rehna
R5. Good body fit give you confidence
R6.when u are healthy you feel good from inside and outside.
R7. To be productive.
M. Why healthy food is important for one?
R1. when you study you need good food to release stress.
R2. healthy hood is important for the proper fitness.
M. How healthy food relate to work out?
R1. because junk food dont loose the weight
R2. Helathy food means you maintain your diet .
R3. Work out doesnot means to go to the gym but it neans to muscle ypur body.
R4. Keep your body in action.
M. Any kind of exercise you want to do?
R1. I walk
R2. Go to the gym
M. At what time you normally work out?
R1. mostly in the evening
M. Why do you think health and exercise is related to each other?
R1. To keep them fresh, be more creative and thinking.
M. What you want to do when you want to work out? you go to gym or you walk.
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R1. Go to gym after my office hours.
M. possible brand of gym come into your mind?
R1. Shapes, and gym khana
R2, shapes and Gym khana
R3. Shapes., suckchan
R4. Shapes, tracks , Royal palm. Gym Khana.
R5. Shapes and suckchan
R6. Shapes And Gym Khana
R7. shapes and sukhchan
R8. Body tone in garden town.
M. agar mein app ki preferences puchoon ka gym jana chaho gai tou pehli
preference kon si aai gi?
R1. Shapes
R2. shapes
R3. I am bound to go to the Shapes because it is affordable.
R4. Shapes
R5. Shapes
R6. shapes because my sister go there.
M. Jaisa k aap nai daikha k hamarah pas dou brands aa gai hain. aik shapes aur dosra
suckhchan. Agar shapes aik person hai tou kya damagh mein ata hai.
R1. Shapes isYoung and convenient, some body who is always available and
soukchan is very
sophisticated.
R2. Shapes is good for nothing and suckchan is sophisticated.
R3. Shapes kai baray mein somebody is comfortable and approachable and
suckchan is probably
trendy.
R4. Shapes is something which is popular and trendy
R5. Shapes is nice and rich
R6. Shapes is popular and suckchan is popular aand trendy.
R7. Shapes is young and trendy.
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M. Shapes k nam jab damagh min ata hai tou app kya perceive kartay hai? Aur kyoon
jana chahatai hain.
R1. open environment meaning narrow minded nahi hai crowd.
R2. It is convenient, Near to home
R3. You get every thing there all in one package. I know many people who go there
yuga classes.
R4. Having fun
R5.Its easy to go gym, most of people go to gym because it has branches in many
locations.
R6. men bohat saloun sai ja rahi hoon. actually my moom join it. we have family
membership
there plus convenient.
R7. Aik tou environment and it is easily accessable to me.
M. Aur koi specific reason janai ki Shapes?
R1. Crowd behtar tha.
M. Jais k app saray Shapes k users ho, equipment sahi hani, trainers mil jatai hain
kya?
R1. Mujeh trainer sai koi musla nahi hai. lakin equipment sai koi maswla hai.
R2. Trainers wahan per help out kar tai hain
R3. They need proper training, cooperative and friendly is not the right word for
shapes.
R4.Enviroment is boring and trainers are just ok and I am not a fan.
R5. Trainers kafi acha hain maina weight trainer ki waja sai loose kya hai. saray
trainers acha nahi hai. There is just a bunch,out of a bunch 2-3 log acha hain.
especially puranay walai acha hain. Nai waley trainers zaida qualified nahi hain.
R6. If you have guts to go after the trainers then they will give you the attention. You
have to force them to see you. YOU HAVE TO GO TO YOUR SELF. Otherwise you
cannot get attention.
M. Agar equipment available nahi hai tou aap kya kartai hain?
R1. App time nikal kar jatai ho. Aur agar equipment available nahi hotai, tou qafi
intizar karna perta hai.
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M. Kya jab app Shpes min gai thai tou aap nai fitness test karwaya thai aur kya yai
zarur ihai?
R1.Jab app karwa tai hain tou app ko aik jhaitka sa lagta hai.aur app motivate hotai
ho kai kuch karo. Kafi detail sa hota hai.Wo app ko weight range batatain hain. app
ko overall fitness ka pata lag jata hai. Is k liyah membership zaroori nahi hai.
R2. IMujeh pata chala thai kai mery real age kya hai aur mera body weight kya hai.
M. Aap ko jo health plan diya tha kya wo aap kai liyah effective thai.?
R1. Jee han effective thai. Uss kai accordingly you are work out.
M. Shapes K charges K barai mein aap ka kya Khiyal Hai?
R1. They were high. Different locations per different charges hain. 3000 per month
is high aur inhai chayea kai her location per aik ji charges rakhan.
R2. Charges zaida hain.
M. Zaida hain tou phir bi aap kyou jatai.ho?
R1. Ghar sai zaida qareeb hai iss liyah jatai hain.
R2. We hve packages iss liya thora discount mil jata hai.
R3. Charges are too high Aur membership fee be bohat zaida hai.
R4. Pehlai membership fee jama kawao aur phir doosray charges dou. its too high.
r5. Agar aap aik mahinah mein aik jao tou wo poray paisay kat laitai hain. lakin app
ko freez karwanai k liya batana perta hai.
M. Aap ko Shapes k a kaisai pata laga thai?
R1. From friends
R2. Koi chota sa add daikha thai.laikin ab run nahi hota.
R3: mein bowling ke liye jaati thi aur wahan meri friend ne mujhe pataya.
R4: From family. Meri khaala jaati then.
M. App konsa TV channel daikhna pasand kartey hain? Aur tv ke alaawa kaun sa
media use karte hain.
R1. I hardly watch TV. my laptop is my tv these days. I watch geo if I watch anything.
I dont read newspaper but novel ka shok hai.
R2: I watch hum tv aaj kal. mein Sunday times hamesha parhti hoon and routine
mein kabhi kabhi.
R3: I like MTV and radio mein I like FM 89.
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R4: I dont watch local TV.
R5: hum tv for drama and internet zyaada hota hai. parhai ki requirement bhi hoti
hai.
R6: I watch star world and in Pakistani channel I like hum tv and aaj.
R7: magazine kabhi kabhi and novel parhna pasand hai mujhe.
M: Kahan ghoomna pasand karte ho Lahore mein? route kya hai aap ka?
R1: model town se nikalte hain.
R2: mein restaurants jaati hun. zyaada tar liberty jaati hun for shopping.
R3: I mostly go to M.M alam road. us ke alaawa defence mere favorit hangouts mein
se hai.
R4: M.M Alam Road is my favorite.
R5: zyaada ghoomna phirna hota hai main boulevard pe.
M: Locality-wise is shapes good for you or not?
R1: meri shapes ki branch ki parking koi nahin hai. kaafi rounds lagaane parte hain
to find the parking place.
R2: mein jaati hun dha mein. us ke saamne aik huge branch hai KFC ki so bohat
temptation ki. the timings are till 9. working women ko masla hota hai phir. I think
location is good but you have to take 10 to 15 minutes to park your car. Parking ka
masla hai.
R3: location-wise jo gulberg ka shapes hai us ki location basti mein hai.
R4: Im an easy going person. Im fine with everything.
R5: johar town branch mein parking ka koi issue nahin.
R6: Link road pe parking issue hai.
R7: Moon market waali mein parking problem hai. shapes ko residential area mein
hona chahiye. staring problem bhi bohat hota hai. im not comfortable.
R8: Mein gulberg branch mein jaati hun but the convenient place will be next to my
door.
M: ab ham apne interview ke ikhtetaam pe pohanch chaki hain. I wanna thank you
all. aaap logon ne time nikala. thank you.

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Appendix C: Verbatim (FG3-Non users)
(Moderator starts with informing the purpose of the focus group and introduction
about him.)
*M*: Assalam-o-alaikum. Today we are conducting a focus group about fitness and
health. Let me introduce myself first. I am Asad Ali, student of MBA from Lahore
School of Economics. Now, lets start with your introductions one by one, starting
with you (Signals to participant sitting left to his side).
Participant *H*: Im Haris and I have been doing Telecom Engineering from past
years.
Participant *Z*: My name is Zubair. I have been doing Bachelors in Textile and
Fashion Designing from University of Management and Technology.
M interrupts politely: Please speak up a bit loudly, so all of us can hear you.
Participant *B*: Assalam-o-Alaikum, my name is Ahmed Bilal and I am a graduate
in Electrical Engineering from University of Management and Technology.*
Participant *Um*: My name is Umair and I am doing MBA from PCBA.
(Moderator addressing participants from right side)
Participant *A*: My name is Abdullah and I did my MBA from Punjab University.
Participant *Us*: My name is Usama and I am doing Telecom Engineering from
Fast.
Participant *Fh*: Fahad and I am doing Telecom Engineering from Fast.
Participant *Fr*: Im Farhan. I am doing Electrical Engineering from Fast and its
my last year.
*M*: Thank you. This focus group is basically over health and fitness. The purpose
is to gain consumer insight about gym, fitness, health centers and particularly
Shapes. So, lets talk about what are your interests and hobbies are? I know you are
busy in university or at work. What do you like to do in your free time and what else
you do beside that? Lets start with you, sir. (Points at *A*).
*A*: Gym is the only activity for me in part time. Apart from job-hunting, I like to go
to gym. My other interests include internet and cricket. Mostly sports.
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*M*: Oh, you mean sports activities. That means you must be health conscious?
What about you, Usama?
*Us*: I spend most of the time watching movies. Or use internet, play computer
games and the like.
*M*: So do you find time for gym?
*Us*: I have stopped going temporarily to gym for some reasons. Thats because I
cannot find time for it and I usually get free from university late.
*Fh*: Sports activities mostly and web-surfing.
*M* prompts: What about gym?
*Fh*: Not nowadays. It doesnt falls with my daily routine.
*H*: I like to play football. I also have interest in music and I also play guitar alot in
my free time.
*Fr*: My first preference is gym. But due to my last university in gym, I dont get
much free time. I also do internet surfing and cycling as much as I can in a day.
*Z*: Mostly I do gaming and internet surfing.
*B*: I usually spend my time on internet and games. I also like to hang out with
friends and also do job-hunting. Usually I go to gym in evening.
*Um*: Normally, I dont have much time for gym. I used to have time before.
*M* prompts: Not anymore?
*Um*: Yes!
*M*: But you do gym on and off?
*Um*: Yes, I used to go gym. But as Im doing job these days, it gets difficult.
*M*: Okay, there are few rules for this focus group. One simple rule is not to
interrupt each other, you all will have a chance to say one by one. As it will be
easier for me to record our proceedings and all of your voices will be clear.
Lets start with you. (Points at *Um*). What is your perception regarding the
necessity of health in your life?
*Um*: Health is necessary. You have to give importance to it. Whoever keeps
himself fit will be able to do daily routine work.
*A*: I agree with Umair that if your health is good then only you will be able to do
your life tasks properly.
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*Us*: As we have been taught in small classes that Tandurusti hazaar naimat hai
(Health is a blessing) so if there is health, then only we can do our work
productively.
*Fh*: Well theres a proverb: Jaan hai tou jahan hai (With health comes life) Thats
what I follow for my life.
*Fr*: Your first preference should be health. We all have busy routines and not
enough time, but one should take time out for this.
*H*: Actually health and myself are pretty close with each other, this is why health
is important for me.
*Z*: Health is the most important thing of our life.
*B*: Health ofcourse is important. Well, it depends on people to people. To some
people, health matters while for others it doesnt and they dont take much care of
themselves. They become obese and they dont stay fit any longer. Apart from this,
time management is also important in life. If you have to stay fit, you have to take
time out for yourself. For that, you have to work out, jog or walk. Take 5 or 10
minute of your time for this to keep yourself fit for your routine work.
*M*: Usama, we just talked about health. Tell me how important it is to work out
especially gym and why?
*Us*: Gym is not that much important. I mean there are other exercises as well. You
can go to some ground and do walk or jog. Gym is necessary when you have too
much fat on your body, so that way you can normalize your body a little bit in your
daily routine.
*M*: Is food important in your views?
*Us*: Obviously, food is important! We have to refrain ourselves from eating oily
things.
*M*: What other exercises you would prefer other than gym?
*Us*: Jogging is better.
*Fh*: Any kind of sports two times a week would be more than fine.
*M*: What type of sports in particular?
*Fh*: Football.
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*Fr*: Gym is related to smartness. If you are smart and attractive, then you should
do gym. But its not that you go for heavy weight-lifting but in order to maintain
your physique. A persons shoulder shouldnt be drooping or lowered in an
awkward position and they dont look good. The focus should be on building your
personality.
*M*: What other exercises you like other than gym?
*Fr*: Apart from gym, the best thing is walk. If you dont run, but walk a little bit
then your whole body stays energetic.
*H*: I think gym is for those people who want to make their muscular body or if
you want to remain fit or lose weight. If you want to maintain yourself then you can
play sports also or you can jog.
*Z*: Gym is necessary, it keeps your body fit. If you dont find time for it, then
atleast one should do walk. From walk, there are less chances of having diseases.
*M*: How much diet plays an important role?
*Z*: Oily and spicy food shouldnt be taken.
*B*: Gym matters alot if you take time out for it. Depends on time management. If
you do gym, then your body remains fit. You feel healthy, your body stays good
means toned up. And if you dont have time for gym, then there are other
alternatives as mentioned by others like walk or jog. Apart from this, people do
different kinds of yoga. What Im trying to say is that gym keeps your body slim and
smart.
*M*: What do you say about diet?
*B*: Depends on nutrition plan. When you go to a gym, you can talk to your trainer
to make a plan for you. Then he takes your measurement and tells you this is your
monthly plan and you have to follow it.
*M*: Abdullah, what do you say that how much gym is important and what role
does diet play in it?
*A*: Every person has their own perception but from my point of view a mans
outlook should be good. And from gym, a mans outlook is shaped up. It also brings
confidence in oneself and other things. Diet matters. If you do gym, then there is a
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schedule for it that at what time you have to intake certain things and then you
prepare diet from that angle.
*Um*: Gym is okay for maintaining physique. And then there are exercises, if you to
keep yourself fit. The best is jogging or swimming.
*M* (probes): What would be best among the two?
*Um*: From my point of view, swimming would be best.
*M*: There are two or three things that have come to surface. Swimming, jog and
walk.
*Um*: If you have to maintain yourself muscularly, then go for swimming. And if
you dont find time for it, then do jogging.
*M*: Now, I will ask all of you about what are the possible brands or companies of
gym in Lahore. One by one, please tell me the brands that you know of. Lets start
with you Farhan. How many brands come in your mind?
*Fr*: The first one is *Yahya*, then *Shapes* and then *Gymkhana*.
*Fh*: First one is *Traxx*, then *Shapes* and then *Gymkhana*.
*Us*: Same as mentioned by Farhan as I normally do gym with him.
*M*: Oh nice! That means you two are friends?
*Us*: Yes. (Smiles)
*A*: There is *Shapes*, *Pakistan Fitness Center* and then there is *Gymkhana*.
*Um*: If you look at brands, then first comes *Shapes*, thats because normally
people prefer going over there.
*M* (prompts): What else besides Shapes?
*Um*: There is *Gymkhana* and *Shapes*.
*M*: Where do go for gym?
*Um*: I used to go at Olympia International gym.
*M*: Where is it?
*Um*: Its in Model Town.
*B*: The brand that comes in my mind is *Shapes*, *Gymkhana* as others have said
it before, and the gym I go depends on my convenience, like *Rafaqat International*.
There are also clubs like Lahore Club and Golf club where gym facilities are also
available.
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*M*: Thats right. Nowadays every club offers gym facilities.
*B*: Yes. Along with their sports facilities.
*Z*: *Rafaqat International Gym*, *Gymkhana* and *K-21 club*.
*H*: I have always been to one gym and thats Defence services.
*M*: DeSome?
*H*: Yes. And there are other gyms too like *Traxx* and as he mentioned *K-21
club*. And obviously *Gymkhana*.
*M*: Okay, we are going to do a very interesting activity. You mentioned all of
these gym names which are on my list. I will pick two or three gym names from
these that majority of you mentioned about, such as *Shapes* and *Gymkhana*. If
we have to draw comparison between the two, we will pick these two gyms and all
you have to do is to first tell me your preference of gym from this list. So Farhan,
lets start with you. Theres DeSom, Golf club, Rafaqat, Yahya and Shapes. You have
this list infront of you. And among these which gym you would want to go?
*Fr*: (Looks over at the list) Yahya gym.
*M*: (prompts) Any others?
*Fr*: Afterwards, *Shapes*. Thats because of their instructors and environment I
have heard about. Then theres *Gymkhana*.
*Fh*: First preference would be *Traxx*, then *Shapes* and then *Gymkhana*.
*Us*: First preference would be *Yahya*, second *Shapes*. And thats enough.
*A*: First preference would be *Shapes*, *Yahya* and then *Gymkhana*.
*Um*: First is *Rafaqat*, second *Shapes* and then *Gymkhana*.
*B*: I will go for *Shapes*, then *Rafaqat* and then *Gymkhana*.
*Z*: *K-21* and then *Shapes*.
*H*: I think *DeSom* and obviously *Traxx*. Its way better than *Shapes*, I think.
*M*: Okay, we have got the poll and we have two gyms that are most preferable
among you lot. *Shapes* and *Gymkhana*. Now, lets do the activity I was talking
about. In this activity, you have both brands infront of you. You have to associate the
brand with a personality trait. Let me give you an example. When you think of
*Shezan*, what comes to your mind that what kind of a person he/she would be? If
you have to categorize it as a person, then what comes in your mind what kind of a
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person he would be? Would he be old, friendly or trendy? Similarly, what do you
think for *Shapes* and *Gymkhana*? Because we are associating a particular brand
with some personality. When we think of *Coke*, maybe it comes in alot of peoples
mind that he would be energetic or chilling kind of person. Or when we think of
*3G* or *Dew*, we assume that the person would be adventurous. This word
automatically comes in your mind. Starting with you Abdullah. When I say *Shapes*,
what kind of a person comes in your mind?
*A*: Stylish.
*M*: When you think of Gymkhana, what comes instantly in your mind?
*A*: Hi-fi.
*Us*: For *Shapes*, elite and for *Gymkhana* mediocre.
*Fh*: For *Shapes, costly.*
*M* (interrupts): Can you define costly?
*Fh*: Elite. And for *Gymkhana*, classy.
*Fr*: For *Shapes* attitude and for *Gymkhana* elite.
*B*: For *Shapes* cooperative.
*M*: What do you mean by cooperative?
*B*: I mean they are friendly and helpful. And *Gymkhana* elite.
*Um*: Stylish for *Shapes* and elite for *Gymkhana*.
*Z*: Stylish for *Shapes* and fashionable for *Gymkhana*.
*H*: For *Shapes*, the first thing that comes in my mind is *popular* and for
*Gymkhana*, its old.
*M*: Okay, we talked about *Shapes* and *Gymkhana*. You all go to different gyms.
Some said they go to *DeSom*, *Rafaqat International* and different names. So lets
start with you (Points t *Um*). Why dont you go to Shapes? Any specific reasons?
*Um*: Well, there is no specific reason.
*M* (prompts): Still there could be something?
*Um*: I would go to a gym which is near to my home and as *Shapes* is not, so I
dont prefer it.
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*B*: Location ofcourse! I would go to a gym which is convenient for me, near to my
place and where facilities are also good. I would also see their equipment, charges
etc.
*M*: Well, thats your preference. But why particularly you dont go to *Shapes*?
*B*: Shapes I think is for the elite. Its bit expensive as well. Its customers usually
belong to high class. Middle class people like me dont come in great numbers over
there.
*Z*: I will say this that what is nearer to me, I will go there.
*M* (prompts): You mean location is your reason for not going there?
*Z*: Yes.
*H*: Because it is not easily accessible.
*Fr*: Location. It is a bit far from where I live so I prefer a gym near to my place.
*Fh*: It is expensive. You can get the same service in less than half price.
*Us*: Location and cost.
*A*: Location. Also it has to be economical.
(Moderator summarizes that the reason you dont go to *Shapes* mostly is because of
location and cost.)
*M*: These are all valid reasons but sometimes there are hidden reasons for not
going somewhere for a particular reason. Like some people dont like *Shezan* even
if they do have nice things, they still dont like it. So, is there any similar reason for
you not liking *Shapes*?
*Um*: There can be no specific reason for not liking anything. Its the perception
that is in the minds of people about elite class, due to which people are sometimes
scared of going there, as they feel they do not fit in with the crowd. People instead
prefer going to gyms that are cheap and know bargaining could be done easily.
*M*: Are you getting similar facilities over there?
*Um*: To some extent yes! But you cant find latest equipment over there.
*Fr*: There is no specific reason. Infact I might like to go *Shapes*, if I have enough
money to spend. As people say its expensive but they are also giving something in
return such as services.
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*Fh*: I would say that the way they are charging, they are not delivering that much
in return.
*Us*: I would say the same. The way they are charging is not worth the return. You
can have the same thing in less charges.
*M*: Do you think you are getting the same facilities in your gym?
*Us*: Yes.
*A*: Yes, a little bit. But I would prefer *Shapes*, if its near to my home.
*H*: I have never been to *Shapes* and I dont know how much it costs. I dont like
it because its too much popular and its on everyone lips: Shapes, Shapes, Shapes!
Everyone talks about going to *Shapes*!
*Z*: I would also say that *Shapes* is not accessible location wise and it is way
costly.
*M*: You have the same reasons you mentioned before. Are you getting similar
facilities like *Shapes* from your gym?
*Z*: Mostly.
*B*: You have to counter-balance, you see. I mean you have to compromise
something. If you are looking from money perspective, then I would never go to
*Shapes* cost-wise, as it would be expensive for me. I would go to gym that would
be offering less gym rates. Obviously, I will get latest equipment facility from
*Shapes* and other brands like *Gymkhana*, thats why their facilities are better.
But cost-wise they have an edge.
*M* (prompts): Any other reasons besides that? Like he mentioned its because its
popular.
*B*: Well, only that it is far my from my home.
*M*: Now, we come specifically over the topic of *Shapes*. Obviously, as you all are
non-users and not its customers, but still there is a perception about the brand
regarding its organization. E.g. When we think of *Lums*, we assume that it would
be very open, liberal, atleast we have some idea! We all have ideas about something.
So, if we talk about whole ambiance or rather environment of *Shapes*, so what do
you perceive about staffs or trainers behavior would be, as you might have heard
from other people around you. Abdullah, lets start with you.
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*A*: What I have heard is that environment is good and staff is exceptionally well-
trained.
*M*: What about extra help that you perceive or heard must be given there?
*A*: Must be good, the way I have heard people talking about it!
*Us*: I think, in whichever gym you go, if you take care of your trainers, then they
facilitate you well.
*M* (jokes): What do you mean by *taking care of your trainers?* (Everyone
laughs).
*Us*: I mean if you are having proper training from them. Sometimes we do
exercises on our own just for our own satisfaction.
*Fh*: It must be good, whoever thinks or talks about it.
*Fr*: Their trainers and staff must be supportive. Also their atmosphere would be
nice.
*M*: Where did you heard about it?
*Fr*: Friends mostly. I also have visited it personally once.
*M*: Which branch did you visited?
*Fr*: Gulberg.
*M*: *How did you find their facility over there?
*Fr*: Its really good.
*H*: It must be good as its popular.
*Um*: Maybe bit sophisticated.
*M*: Have you ever visited *Shapes*?
*Um*: No I havent. But what I have heard from others, their perception is that the
environment is sophisticated.
*M* (jokes): You mean people wear suits over there?
(Everyone laughs.)
*Um*: No, what I mean is they have formal procedures for everything. Wherever
we go, its like that we have to wait on equipment for like 20 minutes or so if there is
rush. And then there is turn problem over there. People and their friends keeps turn
for each other for using equipment and we never get time.
*M*: What about cleanliness and air-conditioning?
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*Um*: Must be good.
*B*: I think it must be better. I have visited *Shapes* once and overall I liked their
customer service area. The brand name they portray, for which they have famous, is
all because of their customer services. They are very cooperative with their
customers. When I visited them, I was very well-entertained. Upon inquiring, they
told me about the whole plan how they facilitate you through whole process of gym.
Although, I did not go there due to their expensive rates or I would have definitely
joined it.
*Z*: I havent been there but I heard that staffs behavior is pretty good and they
have a friendly environment.
*M*: Lets talk about equipment. If I ask you to compare or rate the equipment for a
gym from 1-10 range, then how much would you rate it and why? For a gym, how
important it is to have good equipment or even availability of equipment? Farhan,
where would you rate it?
*Fr*: 10. If you dont have good or available equipment, how you are going to do
exercise.
*H*: For my gym or overall?
*M*: Overall, where would you rate gyms availability in 1-10 range?
*H*: 6-7. Equipment doesnt matter much. Its not necessary that you are affected
by doing every exercise.
*Z*: 10.
*M*: So you agree that available equipment is important for a gym?
*Z*: Yes.
*Fh*: 10. Obviously, there must be available equipment in the gym.
*B*: 8. Its not necessary that much. If there are many other equipments such as
treadmill, I wouldnt have to wait for anyone.
*Us*: 10.
*Um*: 8.
*A*: 8. Along with that, coaching is also necessary with available equipment.
*M*: If you compare your gym with *Shapes*, then at peak rush hours, such as in
evening normally at 7-8pm, if we talk about availability of equipment, how would
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you compare your gym with *Shapes* regarding it? Who would be better in your
opinion? You know about your gym but there will be a perception regarding
*Shapes* in your mind then which one of the two will be better in peak rush hours?
*Fr*: Shapes availability of equipment might be better because of its image. If I talk
about *Yahya* gym, which is about 15 years old, it is old but their equipment is one
of the best.
*H*: If I rate my gym with respect to other gyms, then I rate them 5 on 5.
*M*: 50-50?
*H*: Yes.
*Fh*: Shapes would be better.
*Us*: Depends on how often a user goes to gym. In any case, he would have to wait
for the equipment to get free. As I go to *Yahya*, like Farhan, I have never came
across such an issue.
*Z*: I would also say 50-50.
*B*: If I compare my gym with *Shapes*, then *Shapes* might seem better to me.
Where I go, they have only one treadmill, for that I have to wait to start my work-out
or warm-up. Because people such as middle age prefers walking over other
exercises and likes to do treadmill, so its obvious you have to wait for them to get
finished in rush hours. I think *Shapes* might have enough equipment and ofcourse
treadmills would be more available, so you wouldnt need to wait that much for it.
*A*: For me, it is 50-50. Its obvious, where there is rush, you would have to wait.
*Um*: *Shapes* would be better.
*M*: Why? Can you please elaborate?
*Um*: In peak hours, theres immense rush in my gym. You dont find place to do
any exercise.
*M*: Lets keep it aside. How can you improve this thing? How can administration
for a gym can accommodate people that they dont have to wait in rush hours?
Farhan, do you have any suggestions in your mind?
*Fr*: You can increase your gym timings like start at 7 in morning till like 12 at
night.
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*A*: You can allot time to your customers. Like tell them specific slots that they
have to come between 6-7pm.*
*Us*: As different people go there, you can guide them that you have to do this type
of exercise today, then its obvious he will do those particular exercises and people
who want to do treadmill or any other exercise, they can use them accordingly and
wont have any problem.
*B*: If you want to avoid rush hours, by keeping time slots such as 6-7pm, which
are usually after office hours and preferable to working people, then if people come
at that time, administration could offer them cheap rates for such time slot such as
3-6pm.
*M*: You mean at different times you offer them variable prices?
*B*: Well yes. So that with same equipment, there wont be much rush.
*M*: You mean prices should be discriminated with time slots?
*B*: Yes.
*Um*: You should extend time.
*Z*: Time adjustment.
*H*: There are two suggestions. First is to extend time just like Farhan said. The
other thing is if you have enough treadmills then you can limit its usage time like
making it 20 minutes and not exceeding. If one treadmill is occupied by one person,
then you can tell that there are also other people waiting as well, which would be
more than enough.
*Fh*: You can divide exercises between users on day basis that you have to do one
exercise today and the other one the next day.
*M*: This should happen as coaches make different plans. This is a nice point so
people can do different exercises per day.
While comparing your gym with *Shapes*, when you go to a gym, then there might
be some medical tips being provided to you. What do you think, are they better
provided by your gym or do you perceive *Shapes* medical tips to be better?
*H*: Coaches usually give tips when you ask them for diet or weight loss, what
should you or should not eat. Similarly, *Shapes* might have the same thing. But in
*Shapes*, coaches might be more trained and experienced.
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*M*: Were you given any plan when you joined your gym? Was it effective? Any
fitness test that you had or any health plan?
*H*: No.
*Fr*: Yes, they gave me a diet plan first and also a few medical tips like if you do
wrong exercises, your muscles might pull up and in that case, how you are going to
treat it. There was no fitness test but they do take your weight and height
measurements, whether you want to lose weight or to gain weight.
*Z* (Only shakes his head in disagreement and speaks no further upon request by
moderator).
*B*: No I was not given at first. But when asked, they do tell you.
*Um*: Nothing happened of such sort.
*A*: No they dont tell you.*
*Us*: I will agree that when asked they tell you. Like I said before when you take
care of them, they will take care of you.
*M*: You mean, you give them money for fitness test, then they will tell you. What
about any plan that has been given to you?
*Us*: They tell you a full plan about what exercises to do but they dont necessarily
tell you about any medical tips.
*Z*: There was no fitness test. But they do give tips like do not start with weights
first rather do the warm-up before you begin any exercise.
*M*: How important a trainers role is in telling you how to use machines, how
much to take rest in between. How important the quality of a trainer matters to
you?
*B*: It is important. It is necessary for a trainer to tell you how to go about with an
exercise by setting your body angles, how many sets to do per exercise, how much
rest to take like for 5 minutes and if you have any breathing issues. There are alot of
side effects as well, such as muscles pulling, which need to be addressed by a quality
trainer.
*Z*: Its too important. If they are not well-trained, they wont be able to guide us
properly.
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*H*: *11 out of 10*. Its really really important. If you do a wrong exercise, your
muscles could be dislocated or you might feel pain in them. Coach quality of training
is necessary to tell you how to do exercise and how much to do it.
*Fr*: Its really important. You could fall into deep trouble if your trainer doesnt
guide you well.
*Fh*: It is important as without necessary guidance, you could have joint problem.
*M*: How can you improve your quality trainer? For example, you own a gym, how
will you train your coaches?
*Us*: By hiring trained people.
*A*: Ofcourse, you can hire trained people as they would have better knowledge.
*Um*: Apart from being trained, they should be up-to-date regarding new trends
like on-going training.
*B*: I agree with Umair. Training of trainers should be done.
*H*: Just like there are teacher workshops, similarly gym trainer workshops should
also be conducted. Maybe they are already doing it which I might be unaware of.
They should be updated about new technology, new equipment, exercises and the
rest.
*Fr*: You hire only those people who are experienced and have extensive
knowledge. They will suggest exercises by just looking at you.
*Fh*: You do continuous training of them, as everything is available on internet
these days.
*M*: But not everyone knows how to use internet.
*Fh*: Yes, but gyms administration must know how to use it.
*M*: We are coming to a more sensitive topic of *price*. About *Shapes*, what do
you think their membership/monthly charges could be? You might have a rough
estimate about it. So, what might be their monthly charges?
*Um*: 2000-5000 Rs.
*B*: Around 3000 Rs.
*Z*: Around 2000 Rs.
*H*: 3000 Rs.
*Fr*: 2500 Rs.
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*Fh*: 4000-4500 Rs.
*Us*: 3000 advance to trainers. (Everyone laughs)
*A*: 2000-3000 Rs.
*M*: And about membership charges, do you think they have kept reasonable
charges?
*A*: Its okay but our economical condition cannot seem to afford it.
*M*: You mean its okay? Why?
*A*: Because people normally low buying power.
*Us: Its unfair for those people who dont do job such as students like us. Because
then there are other problems with it such as getting money from ones parents and
being reprimanded over it.
*M*: According to you, the services they are providing, are they charging
accordingly, if you keep aside your purchasing behavior?
*Us*: Yes its okay. They are doing good. But other gyms like *Yahya* for instance,
they are also providing good services and facilitating their customers with low rates,
whereas *Shapes* has high charges.
*Fh*: They are high. And it seems they are only targeting to elite/upper class. In
any other gym, you can get the same service in less.
*Fr*: Charges are high. Suppose if they are charging 2500 and it they lower it till
1500, then alot of people can come to them, because the services they are providing
would be enough for them.
*H*: I think they are very over-priced. If I take my example, the gym I used to went,
it was way cheaper but it had a state-of-the-art technology. It was inexpensive.
*Um*: The prices justify the services they are providing. They match!
*B*: Membership charges are over-priced. Normal gyms come in the range of 1000-
1500 Rs and they offer similar services. If they want a good many customers, they
should lessen their charges, that way they will be attract more masses and also
middle classes. Not just elite class he mentioned.
*Z*: Over-priced.
*M*: What should be their monthly and membership charges?
*A*: Monthly: 1000 Rs and membership: 5000 Rs.
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*Us*: 3000 Rs total. 1500 for each.
*Fr*: Same as Usama.
*M*: Okay, now lets quickly talk about your media habits. What do you usually like
to watch on T.V or do you read any newspaper or journals or magazines?
*Um*: I like music channels like MTV and Aag Tv. I am not much into magazines or
newspapers.
*A*: Im more into news and finding out about latest happenings in the world. I
prefer watching Geo News and BBC.
*B*: Oh, I simply love sports! Anything that has to do with cricket gets my
attention. As for channels, there are ESPN and GEO sports for matches.
*Z*: I like watching drama serials on HUM T.V.
*Us: Any entertainment channel would do like GEO or Hum Tv.
*Fr*: Music is for me! I love listening music, as far as my preference is concered,
Aag and Play channels are best.
*H*: In channels, I prefer news and tennis sports channels like ESPN and Geo TV.
*Fh*: Any music channel would be fine. Like Aag and Play.
*M*: What about the places you usually like to roam about?
*Us*: Model town. (Everyone laughs). As my all friends live there, so I normally
spend my most of the time there.
*A*: Liberty market. To eat Silver spoon paratha rolls mostly.
*Um*: I like to hang out with my friends at Mm Alam road. Thats the place for fun
people like me.
*B*: I second Umair, as we all hang out together.
*Fr*: University! (Everyone laughs harder). Ofcourse, being a student, your
favourite place becomes the one where you study.
*Fh*: Mm Alam road.
*H*: I dont hang out much. But I like to go to DeSom sometimes.
*Z*: Model town with friends.
*M*: What do you think, how satisfied you are with the location of your gym? What
about parking? And does any ideal locality for a gym comes into your mind?
*Z*: I am happy with the location as it is near to my home and I get easy parking.
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*A*: Location-wise, it is good. Theres huge parking lot and if you get well before in
time, like not at rush hours, then you get a better parking. For me, it is the ideal
place!
*Us*: Well, parking matters, if you happen to park at the wrong side of the road in
your hurry to reach inside gym before the rush pours in, only to have find your car
towed away by car-pickers! (Everyone laughs).
*B*: The ideal location is obviously near my home. That is just to manage my busy
routine of work with gym efficiently.
*H*: Ofcourse ideal location would be where I can park easily without much of a
hassle. And it should be somewhere in less crowded area, so as to avoid major road
rush of Lahore.
*Um*: For me, convenience matters. Less rush, less traffic jams. Ideal place would
be somewhere spacious.
*Fh*: I would say accessibility of car parking determines the ideal place for a gym.
*Fr*: I would look at my cost convenience only.
*M*: Very well, thank you. We are ending our discussion here. Just to have a quick
re-cap, we talked about Shapes price revisions, about medical tips being offered,
health plans to be formalized. We did an activity regarding the personality traits
that comes in mind when we think of your gym as compared to Shapes. The reasons
for not liking Shapes etc. I really appreciate, on the behalf of my team as well, for
your valuable input and ideas. I also like to thank you for taking your precious time
out for this focus group activity. In order to honor that, theres a small token of
appreciation from my groups behalf for being patient and understanding
participants for this activity. Also, a small feast is awaiting us all. So on this pleasant
note, we end our discussion here. Thank you.

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Appendix D: RFP
October 2
nd
2010
XYZ Research Firm
Lahore
PAKISTAN
Dear Sir:
This letter is a Request for a Proposal to conduct a research for Shapes Lahore. We want to know our
clients perception about us (Shapes). Details of the Research are given below:

We would like to begin our preparation for the study, so please respond to us by
sending your proposal as early as possible. If you have any kind queries or need any
kind of information feel free to contact or Marketing and Sales manager, Ibrahim
Bajwa. Hope to have a healthy business with you

Sincerely,

Relationship Manager

Back Ground Shapes is a renowned fitness club in Pakistan. It is providing its services to a vast number of
its valuable customers. Shapes wants to know its perception in the mind of customers, their
price sensitivity and convenience and those of its competitors.
Purpose of the study To know the perception of shapes and formulate new strategies to improve its perception.
Research Objectives 1. To explore the perception of customers toward health and exercises.
2. To explore the consumer perception regarding equipment, trainers and methods
used.
3. To investigate the image of Shapes in the mind of consumers.
4. To explore the consumer perception about environment of Shapes.
5. To investigate the price sensitivity of consumers whether the price charged are in
line with the services performed.
6. To explore the media habits of users and non-users so that media strategy could
be formulated.
7. To explore consumer opinion about the convenience of location
Research Design Pre screening questionnaires and Focus group studies.
Research Methodology Focus group discussion of the target respondents with verbatim
Universe The universe for this study should be: Residents of Lahore having SEC A1, A2, B, both male
and female are included in our universe and they should have interest in going to fitness
centers and are willing and able to pay for their interest. Our universe will include both
members and non members of Shapes.
Sample Design 3 focous groups
1. Male members of Shapes
2. Female members of Shapes
3. Members of other fitness centres
Sampling Methodology Non probability, convenience sampling
Research output Should be in the form of report containing detail analysis of the data, key insights and
looking into the main purpose of the study and giving recommendations for future.
Requirements from the
research agency
We need a research proposal containing technical, cost and timeline details.
This study needs to be completed by December 10
th
2010
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Appendix E: Focus Group Guideline
DISCUSSION GUIDELINE

INTRODUCTION WARM UP: (5 minutes)
1. Introduce yourself.
2. Highlight purpose of focus group.
3. Breaking questions Names, occupation, interests, hobbies.
(Note: Environment will be simple and friendly.)
4. Show Brochures of shapes.
5. Rules of focus group.
PERCEPTION TOWARDS HEALTH: (10 minutes)
1. How would you define health?
2. Do you work out?
3. What is healthy food in your opinion?
4. What kind of exercises Formal, informal.
5. Frequency of exercises Regular, irregular.
IMAGE OF SHAPES/BRAND: (10 minutes)
1. What comes first in your mind when you hear about Shapes?
2. Why did you or did not select Shapes. Reasons?
3. Why do you or do not like Shapes?
4. Is there any other fitness centre having better or similar facilities.
(Preferences of others over Shapes).
ENVIRONMENT AT SHAPES: (10 minutes)
1. Whole ambiance at Shapes.
Staff including trainers Behaviour.
Extra help
Cleanliness
Air freshness
Courtesy
Complaints
Air-conditioning
Lights
2. Suggestions
AVAILABILITY OF EQUIPMENT AND TRAINERS: (10 minutes)
1. Whether equipment is advanced or not?
2. Whether equipment is easily available in peak rush hours?
3. Whether trainers are available?
4. Suggestions.
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QUALITY OF EQUIPMENT AND SERVICES: (15 minutes)
1. Tips Medical.
2. Fitness tests.
3. Health plan.
4. Monitoring by trainers.
5. Execution of plan.
6. Training/coaching quality to help how to use machines and rest.
7. Suggestions.
PRICE SENSITIVITY: (10 minutes)
1. General perception about membership charges and monthly charges.
2. Are you satisfied with prices charged? Why or why not.
3. Customers suggestions.
MEDIA HABITS: (10 minutes)
1. Sources of information regarding Shapes.
2. Which mode of media they prefer Radio, T.V, Print media, BTL
marketing
3. If TV, most favourite channels.
4. Newspaper and magazines they read.
5. Radio, which channel?
6. Area and location, where they travel?
LOCATION: (5 minutes)
1. Convenience
2. Accessibility
3. Preferred location
SUMMARY AND CLOSING: (5 minutes)
1. Critical points
2. Feedback
3. Summary
4. Conclusion
5. Closing statement

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Appendix F: TOP LINE ANALYSIS (FG 1, 2 and 3)
TOP LINE (ANALYSIS) (Focus Group 1-Male Users)
This focus group was conducted with 8 members and it took almost 75 mints to
complete. They all were male and shape users. Contacting male user was a little
problem cause they were not willing to give this much time so they were gathered
through snow bowling. It was a very friendly session in which they gave their views
about Shapes. The main focus in conducting this was to explore the perception of
shapes in their mind. Its environment, equipment, trainer and methods used at
shapes. We founded that for most of the members its a kind of status symbol n
thats why they joined it and it has built a kind of affiliation with them. They think
that equipment is although good but a few are in working conditions. Like on of the
respondent said that if there are 15 treadmills only 10 will be in working condition
so they need to improve that. More over they complained about the high fee they
charge and the rapid increases in there fee with in few months. They also
complained the extra fee they charge for fitness tests and other tests of the same
kind. They said it should be a part of the monthly fee they charge and not an add on
burden. For them shapes is a mummy daddy gym because they dont allow using
free weights. There is no concept of free weights in shape which just make your
body fit. It doesnt help you to build body. The members like the environment there
and people there are very friendly and cooperative. The environment there is good.
When asked about the environment respondent said that the environment is very
good and a perfect environment to do gym. They dont use advertisement and other
marketing strategies but respondents said that they dont need to do because a
shape is already a big name and related class is already aware of them. When asked
about the location respondents told that present locations are good but they should
open new locations near askari and air port because a huge amount of potential
market is here.

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TOP LINE (ANALYSIS) (Focus Group 2-Female Users)
We found out in the focus group that most of the respondents joined the Shapes just
because of convenience. There basic reason for joining Shapes is thats it is near to
their homes, because Shapes has lot of branches in the city, few reported that they
joined Shapes because their family members had already membership of Shapes
which influenced them to join it. In response to the personification test, they found
Shapes to be young, trendy, easily approachable and popular. The crowd of the
Shapes is found to be very open minded. The respondent like the concept of fitness
test at shapes as they come to know about their weight range and on the basis of
this they provide consumers guide lines about maintaining their health. The
membership is not a compulsion for the fitness test. The people like their
monitoring process how to guide their consumers regarding health fitness,
according to the health fitness reports. Respondents found that machines available
at Shapes are quite up to date.
The respondents also revealed the negative aspects of the Shapes. Respondents
found that the environment is very boring. They also reported that Shapes
management is reluctant about marketing in order to attract potential users. There
is no effective advertisement, no campaign for creating awareness among the
masses. Most of the people join it only by relying word of mouth information from
their friends and family members.
It was also revealed that the membership fee is very high which is above the
affordability range for people having middle background. The other problem is that
the trainers of the shapes are not properly trained and quite reluctant about
consumers, consumers have to really run after the trainers in order to have proper
guidance.
The major issue that respondent have is with parking facility in the Gulberg, Moon
Market and Link Road branches. Respondents also show reservations about location
as users of the Gulberg Shapes found that it is near a slum (Basti) and they dont like
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that particular location. Users of Moon Market show offence with the crowdy
location of Shapes.

TOP LINE (ANALYSIS) (Focus Group 3-Non Users)
Non users are potential customers for Shapes fitness center. Most of them like to
watch movies and play video games. And they are health conscious set of people so
they like to do gym and play sports in free time. Health is an important part of their
life. All of them put emphasis on the importance of health. Due to busy routines most
of our respondents do not find time for sports and other activities so they like to do
gym for an hour or so. According to our respondents one should find little time for
work out to remain fit. Fit can only be reduced by doing Gym. It can be seen from the
responses that Gym brings a confidence in a personality of human. Our respondents
were attending different fitness centers but most prominent fitness centers they
perceive to best in Lahore were Gym Khana and Shapes. Shape fitness center was
considered to be stylish, friendly and popular. It shows that Shapes personality is
stylish. It can attract youth of today who is driving behind style and trends.
Secondly, friendly personality means that staff at Shapes is perceived to friendly and
cooperative by non users who have just developed this perception over word of
mouth or visiting Shapes fitness center. On other side, Gym khana was old and elite
means only rich goes there and Sec B can not approach Gym Khana. Secondly, old
means it perceived to be out of fashion and belongs to Generation of baby Boomers.
Location and price were considered to be important factors for not joining shapes.
People do not feel convenient traveling 30 minutes or more to go to Gym. They want
Gym near their homes. Secondly price was considered to important factor in not
joining Shapes. However, people perceive Shapes as a place with good, nice and
sophisticated environment. Suggestions to improve peak rush hours were given like
time slots should be limited and duration on equipment should be specified. It was
generally perceived that trainers, equipment and facilities are better at Shapes than
their own Gym. However price was major factor deterring them from joining shapes
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as students cannot afford monthly fees and membership charges. They usually
watch music and sports channels so ATL marketing could be carried out using these
channels like AAG and ESPN. They travel around model town, Liberty and Campus
area so BTL marketing can be planned around these localities. Over all, Price and
location should be considered while making any future plans to attract these
potential customers.

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PART 6: APPENDIX
(QUANTITATIVE
PART)

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Appendix G: QUESTIONNAIRE
QUESTIONNAIRE

Introduction: Assalam-o-alaikum, we are students from Lahore School of Economics
conducting a research on general perception of people regarding health and fitness
centers. We would like to interview you to understand your views regarding it. Our
intention for this study is to maintain confidentiality of your responses and use its results
solely for academic purpose.
SQ.1: Sir/Madam, how much important you consider fitness is in ones life?
[1] Very Important
[2] Important
[3] Not important at all
SQ.2: Are you currently exercising regularly?
Yes ask (a) option.
No move to SQ.3.
(a) If yes, please give details below:
Type of exercise:
Frequency of exercises (times per week):
[1] 1
[2] 2-3
[3] 3-4
[4] 5+
Perceived intensity when exercising:
[1] Hard
[2] Medium
[3] Light
[4] Very light

SQ.3: Have you ever visited any gym?
Yes ask (a) option.
No [Terminate survey].
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Instructions: You may mark more than one option. If that is so, move to option (b),
otherwise proceed to SQ.4.
(a) (i) If yes, which of these gyms do you currently work out at?
[1] Shapes
[2] Traxx
[3] Gymkhana
[4] Golf club
[5] K-21 club
[6] Sukhchain
[7] Olympia International
[8] DeSom
[9] Rafaqat International
[10] Yahya
[11] Pakistan Fitness Center
[12] Home Gym
[13] You dont work out at all right now
Others, please specify__________
(ii) Why do you go to the gym?
[1] Lifestyle
[2] Rehabilitation
[3] Strength Training
[4] Weight loss
[5] Health improvement
[6] Social environment
(b) What are the possible reasons for using more than one gym?

SQ.4: Are you aware of Shapes gym?
Yes proceed to Section A.
No [Terminate survey].

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SECTION A: (This section refers to Objective 1. It comprises of Q.1-5.)


[1] Least important ask option (a).
[2] Somewhat important ask option (a).
[3] Important ask no.2
[4] Very Important ask no.2
[5] Dont know
(a) Why do you think health is not important for you?


[1] By being in a healthy environment
[2] By enjoying healthy food.
[3] By adopting healthy activity/hobby.
[4] By exercising.
[ ] Others, please specify__________


[1] Body builder
[2] Fitness Enthusiast
[3] Casual Exerciser
[4] Couch potato

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[2] Disagree
[3] Neutral
[4] Agree ask option (a).
[5] Strongly agree ask option (a).
(a) Why do you think exercise is important?
[1] To improve health.
[2] To improve body shape.
[3] To improve strength.
[4] To meet people

[1] Cardio exercises like Treadmill, Motion Bike, Cycling.
[2] Weight lifting
[3] Swimming
[4] Walking
[5] Jogging
[6] Yoga

SECTION B: (This section refers to Objective 2. It comprises of Q.6-9.)

[1] Shapes proceed with this section.
[2] Gymkhana
[3] Home gym
[4] Company gym
If other than option [1], skip to Section E, Q.22.
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Q.7: Would you like to tell us the influencing factor for selecting Shapes as your gym?
[1] Friends/Family
[2] Curiosity
[3] Advertisement
[4] Word of mouth

[1] Very unfriendly
[2] Unfriendly
[3] Neutral
[4] Friendly
[5] Very friendly

5 4 3 2 1
Trendy
Up-to-date
Well-equipped
Popular
Others, please specify__________

SECTION C: (This section refers to Objective 3. It comprises of Q.10-11.)

1 2 3 4 5 6 7
Sophisticated Unsophisticated
Good crowd Bad crowd
Good lighting Not good lighting
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Helping staff Unhelpful staff
Very clean Messy
Great parking Not so good parking
Good music Bad Music
Makes you feel Makes you feel uneasy
at home

[1] Excellent
[2] Good
[3] Average
[4] Poor
[5] Very poor

SECTION D: (This section refers to Objective 4. It comprises of Q.12-17.)

Yes ask (a) option.
No proceed to no.13
(a) (i) Are personal trainers properly trained at Shapes?
[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree

(ii) Are coaches available during peak rush hours?
[2] Disagree
[3] Neutral
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[4] Agree
[5] Strongly agree

[1] Treadmill
[2] Free weights
[3] Swimming pool
[4] Aerobics classes
[5] Nutritional consulting

[1] Needs to be replaced
[2] Needs upgradation
[3] Dont know
[4] Somewhat upgraded
[5] Completely upgraded

Q.15: How would you rate the availability of equipment during peak rush hours?
[1] Always unavailable
[2] Sometimes unavailable
[3] Not concerned
[4] Mostly available
[5] Always available

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[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree

[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree

SECTION E: (This section refers to Objective 5. It comprises of Q.18-23.)
[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree
Q.19: In your opinion, is the monthly fees charged by Shapes are in line with the
services?
[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree
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[1] Unfair
[2] Somewhat unfair
[3] Not concerned
[4] Somewhat fair
[5] Fair

[1] Definitely not
[2] Probably not
[3] Dont know
[4] Probably will
[5] Definitely will

Q.22: In your opinion, what is the maximum membership charges you would be
[2] Rs. 2000-3000
[3] Rs. 3000-4000
[4] Rs. 4000-5000
Q.23: In your opinion, what is the maximum monthly charges you would be willing to
pay at Shapes?
[2] Rs. 1500-2500
[3] Rs. 2500-3500
[4] Rs. 3500-4500
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SECTION F: (This section refers to Objective 6. It comprises of Q.24-25.)
Q.24: Which of the following advertising methods would get you interested in a gym
(Select all that apply)?
[1] Billboards
[2] T.V ask option (a)
[3] Radio
[4] Newspaper ad ask option (b)
[5] Internet ask option (c)
(a) Which television channel do you prefer to watch most?
[1] News
[2] Sports
[3] Music
[4] Family
(b) (i) Which type of newspaper do you prefer to read?
[1] English
[2] Urdu
[3] Do not read
(ii) Do advertisements in newspapers catch your attention?
[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree

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(c) Which type of internet sites do you visit often? (You may select more than
one).
[1] Search engines
[2] Social networking websites
[3] Sports
[4] Email
[5] Do not use internet

Q.25: Where do you travel mostly inside Lahore? (You may select more than one
option).
[1] Cantt
[2] Model Town
[3] Liberty
[4] Campus
SECTION G: (This section refers to Objective 7. It comprises of Q.26-30.)
[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree
Q.27: In your opinion, your gyms locality should be preferably near your home?
[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree
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[1] Least important
[2] Somewhat important
[3] Important
[4] Very important
[5] Not concerned
Q.29: In your opinion, should Shapes open more branches in different locations?
[2] Disagree
[3] Neutral
[4] Agree
[5] Strongly agree
Q.30: Which areas would you like to suggest for new branches of Shapes? (You may
select more than one option).
[1] Model Town
[2] Cantt
[3] Campus area
[4] Wapda town
SECTION H:
Q.31: Sex :
Male
Female
Q.32: Residential Location: __________

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Appendix H: TABLES


Responses Respondents %age
[2] Somewhat important 7 7%
[3] Important 35 35%
[4] Very Important 53 53%
[5] Dont know 5 5%
Grand Total 100 100%

Q1 (a). If option no. 1 and 2, Why do you think health is not important for you?

Casual about health 2 40%
Other priorities. 2 40%
Life is short so enjoy! 1 20%
Grand Total 5 100%


[1] By being in a healthy environment 10 10%
[2] By enjoying healthy food. 20 20%
[3] By adopting healthy activity/hobby. 17 17%
[4] By exercising. 53 53%


[1] Body builder 15 15%
[2] Fitness Enthusiast 30 30%
[3] Casual Exerciser 39 39%
[4] Couch potato 16 16%
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Responses
Respondents %age
2 2%

[2] Disagree
3 3%

[3] Neutral
16 16%

[4] Agree
50 50%

[5] Strongly agree
29 29%


Q.4 (a) Why do you think exercise is important?

[1] To improve health. 35 42%
[2] To improve body shape. 25 30%
[3] To improve strength. 13 16%
[4] To meet people 6 7%
[5] To lose weight 4 5%
Grand Total 83 100%


[1] Cardio exercises like Treadmill, Motion Bike,
Cycling. 36 36%
[10] Cardio exercises and Walking 2 2%
[2] Weight lifting 22 22%
[3] Swimming 6 6%
[4] Walking 9 9%
[5] Jogging 12 12%
[6] Yoga 4 4%
[7] Cardio exercises and weight lifting 4 4%
[8] Sports 4 4%
[9] Cardio exercises, Walking and Jogging 1 1%

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[1] Shapes 50 50%
[2] Gymkhana 27 27%
[3] Home gym 13 13%
[4] Company gym 6 6%
[5] Pakistan gym 2 2%
[6] Sukhchain 1 1%
[7] Ahmed gym 1 1%


[1] Friends/Family 33 66%
[2] Curiosity 2 4%
[4] Word of mouth 15 30%
Grand Total 50 100%


[1] Very unfriendly 1 2%
[2] Unfriendly 1 2%
[3] Neutral 16 32%
[4] Friendly 23 46%
[5] Very friendly 9 18%
Grand Total 50 100%

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TRENDY

2 4 8%
3 10 20%
4 22 44%
5 14 28%
Grand Total 50 100%

UP-TO-DATE

2 4 8%
3 12 24%
4 22 44%
5 12 24%
Grand Total 50 100%

WELL-EQUIPPED

1 2 4%
2 6 12%
3 10 20%
4 19 38%
5 13 26%
Grand Total 50 100%

POPULAR

3 4 8%
4 6 12%
5 40 80%
Grand Total 50 100%

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Sophisticated/Unsophisticated

(1= Most and 7= Least)

1 11 22%
2 20 40%
3 10 20%
4 7 14%
5 2 4%
Grand Total 50 100%

Good crowd/Bad crowd


1 7 14%
2 16 32%
3 16 32%
4 4 8%
5 5 10%
6 2 4%
Grand Total 50 100%

Good lighting/Bad lighting


1 6 12%
2 21 42%
3 16 32%
4 5 10%
5 2 4%
Grand Total 50 100%

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Helping staff/Unhelpful staff


1 9 18%
2 18 36%
3 18 36%
4 3 6%
5 1 2%
6 1 2%
Grand Total 50 100%

Very clean/Messy


1 4 8%
2 24 48%
3 17 34%
4 5 10%
Grand Total 50 100%

Great parking/Not so good parking


1 5 10%
3 6 12%
4 7 14%
5 13 26%
6 19 38%
Grand Total 50 100%

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Good music/Bad music


1 13 26%
2 15 30%
3 11 22%
4 8 16%
5 2 4%
6 1 2%
Grand Total 50 100%

Makes you feel at home/Makes you feel uneasy


1 3 6%
2 9 18%
3 29 58%
4 6 12%
5 3 6%
Grand Total 50 100%


[1] Excellent 7 14%
[2] Good 27 54%
[3] Average 14 28%
[4] Poor 2 4%
Grand Total 50 100%

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No 20 40%
Yes 30 60%
Grand Total 50 100%

Q.12: IF YES, THEN (a) (i) Are personal trainers properly trained at Shapes?

[2] Disagree 3 10%
[4] Agree 13 45%
[5] Strongly agree 13 45%
Grand Total 29 100%


[1] Strongly disagree 8 28%
[2] Disagree 11 38%
[3] Neutral 6 21%
[4] Agree 3 10%
Grand Total 29 100%


[1] Treadmill 36 72%
[2] Free weights 7 14%
[3] Swimming pool 1 2%
[4] Aerobics classes 1 2%
[6] Free weights and Swimming pool 2 4%
[7] Treadmill and Free weights 3 6%
Grand Total 50 100%

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[1] Needs to be replaced 9 18%
[2] Needs upgradation 13 26%
[3] Dont know 12 24%
[4] Somewhat upgraded 13 26%
[5] Completely upgraded 3 6%
Grand Total 50 100%


[1] Always unavailable 11 22%
[2] Sometimes unavailable 27 54%
[3] Not concerned 7 14%
[4] Mostly available 3 6%
[5] Always available 2 4%
Grand Total 50 100%


[2] Disagree 7 14%
[3] Neutral 14 28%
[4] Agree 9 18%
Grand Total 50 100%

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[2] Disagree 6 12%
[3] Neutral 16 32%
[4] Agree 12 24%
Grand Total 50 100%


[2] Disagree 16 32%
[3] Neutral 16 32%
[4] Agree 10 20%
Grand Total 50 100%

Q.19: In your opinion, is the monthly fees charged by Shapes are in line with the services?

[2] Disagree 12 24%
[3] Neutral 12 24%
[4] Agree 20 40%
Grand Total 50 100%

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[1] Unfair 23 46%
[2] Somewhat unfair 16 32%
[4] Somewhat fair 2 4%
[5] Fair 2 4%
Grand Total 50 100%


[1] Definitely not 10 20%
[2] Probably not 11 22%
[3] Dont know 9 18%
[4] Probably will 12 24%
[5] Definitely will 8 16%
Grand Total 50 100%

Q.22: In your opinion, what is the maximum membership charges you would be willing to pay at Shapes?

[1] Less than Rs. 2000 21 21%
[2] Rs. 2000-3000 24 24%
[3] Rs. 3000-4000 31 31%
[4] Rs. 4000-5000 21 21%
[5] More than Rs. 5000 3 3%

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Q.23: In your opinion, what is the maximum monthly charges you would be willing to pay at Shapes?

[1] Less than Rs.1500 26 26%
[2] Rs. 1500-2500 20 20%
[3] Rs. 2500-3500 41 41%
[4] Rs. 3500-4500 11 11%
[5] More than Rs. 4500 2 2%

Q.24: Which of the following advertising methods would get you interested in a gym (Select all that apply)?

[1] Billboards 37 37%
[10] T.V and Newspaper 1 1%
[11] Billboards, T.V and Radio 1 1%
[12] T.V and Internet 5 5%
[13] Billboards, T.V, Radio and Internet 3 3%
[14] Billboards and Internet 1 1%
[2] T.V 16 16%
[3] Radio 6 6%
[4] Newspaper ad 8 8%
[5] Internet 7 7%
[6] Billboards and T.V 8 8%
[7] Billboards and Radio 1 1%
[8] Billboards, T.V, Newspaper and Internet 4 4%
[9] Billboards and Newspaper 2 2%

Q.24 (a) Which television channel does you prefers to watch most?

[1] News 2 5%
[2] Sports 15 39%
[3] Music 12 32%
[4] Family 8 21%
[5] Music and Family 1 3%
Grand Total 38 100%
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Q.24 (b) (i) Which type of newspaper do you prefer to read?

[1] English 11 79%
[2] Urdu 2 14%
[3] Do not read 1 7%
Grand Total 14 100%


[4] Agree 9 75%
Grand Total 12 100%

Q.24 (c) Which type of internet sites do you visit often? (You may select more than one).

[2] Social networking websites 9 45%
[3] Sports 2 10%
[4] Email 1 5%
[6] Search engines, Social networking websites, Sports
and Email 3 15%
[7] Social networking websites and Email 2 10%
[8] Social networking websites, Sports and Email 3 15%
Grand Total 20 100%

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Q.25: Where do you travel mostly inside Lahore? (You may select more than one option).
[1] Cantt 22 22%
[10] Cantt and Liberty 1 1%
[11] Iqbal Town 3 3%
[2] Model Town 25 25%
[3] Liberty 16 16%
[4] Campus 6 6%
[4] Campus/Garden Town 3 3%
[5] Township 1 1%
[6] DHA 13 13%
[7] Johar Town 5 5%
[8] Model Town and Liberty 2 2%
[9] Liberty and Campus 3 3%


[2] Disagree 21 21%
[3] Neutral 26 26%
[4] Agree 31 31%


[2] Disagree 6 6%
[3] Neutral 7 7%
[4] Agree 33 33%

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[1] Least important 10 10%
[2] Somewhat important 30 30%
[4] Very important 21 21%


[2] Disagree 4 4%
[3] Neutral 32 32%
[4] Agree 37 37%

Q.30: Which areas would you like to suggest for new branches of Shapes? (You may select more than one option).

[2] Cantt 39 39%
[3] Campus area 9 9%
[3] Campus area/Garden Town 6 6%
[4] Wapda town 17 17%
[5] Iqbal town 3 3%
[6]Johar town 1 1%

Q.31: Sex :

[1] Male 68 68%
[2] Female 32 32%

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[1] Cantt 28 28%
[3] DHA 15 15%
[4] Gulberg 4 4%
[5] Iqbal Town 6 6%
[6]Garden Town 13 13%
[7]Johar Town 6 6%
[8]Wapda Town 3 3%

SQ.1: Sir/Madam, how much important you consider fitness is in ones life?

[1] Very Important 46 46%
[3] Not important at all 5 5%

SQ.2: Are you currently exercising regularly?

No 39 39%
Yes 61 61%

SQ.2: (a) If yes, please give details below:

TYPE OF EXERCISE:

[1] Gym 44 73%
[2] Yoga 3 5%
[3] Walk 3 5%
[4] Jogging 6 10%
[5] Sports 4 7%
Grand Total 60 100%

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FREQUENCY OF EXERCISES (TIMES PER WEEK)

[2] 2-3 12 20%
[3] 3-4 24 40%
[4] 5+ 24 40%
Grand Total 60 100%

PERCIEVED INTENSITY WHEN EXERCISING

[1] Hard 12 20%
[2] Medium 36 60%
[3] Light 12 20%
Grand Total 60 100%

SQ.3 (a) (i) If yes, which of these gyms do you currently work out at?

[1] Shapes 50 50%
[10] Yahya 1 1%
[11] Pakistan Fitness Center 5 5%
[12] Home Gym 3 3%
[13] You dont work out at all right now 15 15%
[2] Traxx 4 4%
[3] Gymkhana 10 10%
[4] Golf club 2 2%
[5] K-21 club 4 4%
[6] Sukhchain 2 2%
[7] Olympia International 1 1%
[8] DeSom 2 2%
[9] Rafaqat International 1 1%

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Q.3 (a) (ii) Why do you go to the gym?

[1] Lifestyle 26 26%
[2] Rehabilitation 1 1%
[3] Strength Training 17 17%
[4] Weight loss 23 23%
[5] Health improvement 23 23%
[6] Social environment 10 10%

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Appendix I: GRAPHS

Q1 (a): If option no. 1 and 2, why do you think health is not important for you?


7%
35%
53%
5%
[2] Somewhat i mportant
[3] Important
[4] Very Important
[5] Dont know
40% 40%
20%
Casual about heal th Other pri ori ti es. Li fe i s short so enjoy!
10%
20%
17%
53%
[1] By bei ng i n a heal thy
envi ronment
[2] By enjoyi ng heal thy
food.
[3] By adopti ng heal thy
acti vi ty/hobby.
[4] By exerci si ng.
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Q.4 (a) Why do you think exercise is important?

15%
30%
39%
16%
[1] Body bui l der
[2] Fi tness Enthusi ast
[3] Casual Exerci ser
[4] Couch potato
16%
50%
29%
2% 3%
[1] Strongl y di sagree
[2] Di sagree
[3] Neutral
[4] Agree
[5] Strongl y agree
42%
30%
16%
7%
5%
[1] To i mprove
heal th.
[2] To i mprove
body shape.
[3] To i mprove
strength.
[4] To meet
peopl e
[5] To l ose
wei ght
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36%
2%
22%
6%
9%
12%
4%
4%
4% 1%
[1] Cardi o exerci ses l i ke
Treadmi l l , Moti on Bi ke,
Cycl i ng.
[10] Cardi o exerci ses and
Wal ki ng
[2] Wei ght l i fti ng
[3] Swi mmi ng
[4] Wal ki ng
[5] Joggi ng
[6] Yoga
[7] Cardi o exerci ses and
wei ght l i fti ng
[8] Sports
[9] Cardi o exerci ses,
Wal ki ng and Joggi ng 50%
27%
13%
6%
2%
1%
1%
[1] Shapes
[2] Gymkhana
[3] Home gym
[4] Company gym
[5] Paki stan gym
[6] Sukhchai n
[7] Ahmed gym
66%
4%
30%
[1] Fri ends/Fami l y [2] Curi osi ty [4] Word of mouth
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2% 2%
32%
46%
18%
[1] Very
unfri endl y
[2] Unfri endl y [3] Neutral [4] Fri endl y [5] Very fri endl y
14%
54%
28%
4%
[1] Excel l ent [2] Good [3] Average [4] Poor
40%
60%
No Yes
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Q.12: IF YES, THEN (a) (i) Are personal trainers properly trained at Shapes?



10%
45% 45%
[2] Di sagree [4] Agree [5] Strongl y agree
28%
38%
21%
10%
3%
[1] Strongl y
di sagree
[2] Di sagree [3] Neutral [4] Agree [5] Strongl y
agree
72%
14%
2% 2%
4%
6%
[1] Treadmi l l [2] Free
wei ghts
[3]
Swi mmi ng
pool
[4] Aerobi cs
cl asses
[6] Free
wei ghts and
Swi mmi ng
pool
[7] Treadmi l l
and Free
wei ghts
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18%
26%
24%
26%
6%
[1] Needs to be
repl aced
[2] Needs
upgradati on
[3] Dont know [4] Somewhat
upgraded
[5] Compl etel y
upgraded
22%
54%
14%
6%
4%
[1] Al ways
unavai l abl e
[2] Someti mes
unavai l abl e
[3] Not
concerned
[4] Mostl y
avai l abl e
[5] Al ways
avai l abl e
18%
14%
28%
18%
22%
[1] Strongl y
di sagree
agree
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Q.19: In your opinion, is the monthly fees charged by Shapes are in line with the
services?

20%
12%
32%
24%
12%
[1] Strongl y
di sagree
agree
14%
32% 32%
20%
2%
[1] Strongl y
di sagree
agree
6%
24% 24%
40%
6%
[1] Strongl y
di sagree
agree
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Q.22: In your opinion, what is the maximum membership charges you would be

46%
32%
14%
4% 4%
[1] Unfai r [2] Somewhat
unfai r
[3] Not
concerned
[4] Somewhat
fai r
[5] Fai r
20%
22%
18%
24%
16%
[1] Defi ni tel y
not
[2] Probabl y
not
[3] Dont know [4] Probabl y
wi l l
[5] Defi ni tel y
wi l l
21%
24%
31%
21%
3%
[2] Rs. 2000-3000
[3] Rs. 3000-4000
[4] Rs. 4000-5000
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Q.23: In your opinion, what is the maximum monthly charges you would be willing to
pay at Shapes?

Q.24: Which of the following advertising methods would get you interested in a gym
(Select all that apply)?

26%
20%
41%
11%
2%
[2] Rs. 1500-2500
[3] Rs. 2500-3500
[4] Rs. 3500-4500
37%
1%
1%
5%
3%
1%
16%
6%
8%
7%
8%
1%
4%
2%
[1] Bi l l boards
[10] T.V and Newspaper
[11] Bi l l boards, T.V and
Radi o
[12] T.V and Internet
[13] Bi l l boards, T.V, Radi o
and Internet
[14] Bi l l boards and
Internet
[2] T.V
[3] Radi o
[4] Newspaper ad
[5] Internet
[6] Bi l l boards and T.V
[7] Bi l l boards and Radi o
[8] Bi l l boards, T.V,
Newspaper and Internet
[9] Bi l l boards and
Newspaper
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Q.24 (a) Which television channel do you prefer to watch most?

Q.24 (b) (i) Which type of newspaper do you prefer to read?


5%
39%
32%
21%
3%
[1] News [2] Sports [3] Musi c [4] Fami l y [5] Musi c
and Fami l y
79%
14%
7%
[1] Engl i sh [2] Urdu [3] Do not read
75%
25%
[4] Agree [5] Strongl y agree
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Q.24 (c) Which type of internet sites do you visit often? (You may select more than
one).

Q.25: Where do you travel mostly inside Lahore? (You may select more than one
option).

45%
10%
5%
15%
10%
15%
[2] Soci al
networki ng
websi tes
[3] Sports [4] Emai l [6] Search
engi nes,
Soci al
networki ng
websi tes,
Sports and
Emai l
[7] Soci al
networki ng
websi tes
and Emai l
[8] Soci al
networki ng
websi tes,
Sports and
Emai l
22%
1%
3%
25%
16%
6%
3%
1%
13%
5%
2%
3%
[1] Cantt
[10] Cantt and Li berty
[11] Iqbal Town
[2] Model Town
[3] Li berty
[4] Campus
[4] Campus/Garden Town
[5] Townshi p
[6] DHA
[7] Johar Town
[8] Model Town and Li berty
[9] Li berty and Campus
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6%
21%
26%
31%
16%
[2] Di sagree
[3] Neutral
[4] Agree
[5] Strongl y agree
3%
6%
7%
33%
51%
[2] Di sagree
[3] Neutral
[4] Agree
[5] Strongl y agree
10%
30%
36%
21%
3%
[1] Least i mportant
[2] Somewhat i mportant
[3] Important
[4] Very i mportant
[5] Not concerned
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Q.30: Which areas would you like to suggest for new branches of Shapes? (You may
select more than one option).

Q.31: Sex :

3%
4%
32%
37%
24%
[2] Di sagree
[3] Neutral
[4] Agree
[5] Strongl y agree
25%
39%
9%
6%
17%
1%
3%
[1] Model Town
[2] Cantt
[3] Campus area
[3] Campus area/Garden
Town
[4] Wapda town
[5] Iqbal town
[6]Johar town
68%
32%
[1] Mal e
[2] Femal e
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28%
25%
15%
4%
6%
13%
6%
3%
[1] Cantt
[2] Model Town
[3] DHA
[4] Gul berg
[5] Iqbal Town
[6]Garden Town
[7]Johar Town
[8]Wapda Town

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