CHAPTER NO.

EXECUTIVE SUMMARY AND THEROTICAL BACKGROUND

1
1.1 Executive Summary

This report has been prepared with a specific purpose in mind. It outlines the history
and current scenario of the Intent Technology Company to become globally and
locally recognized IT partner well known for technologically-driven and innovative
client-centric approach. The first part of the study takes us through the present state
of affairs of the beverage industry and Intent Technologies Company globally.

The new millennium has brought us on the brink of the IT Revolution. This
revolution has been aided by the advent of various software's in a big way. Fitness +
gym management software is a gym and health club management software with
which you can keep records of your members; it is designed for a several of
industries like gyms, health clubs, fitness centre and clubs.

The objective of the study was as follows:

 To study the gym management software in India.

 To understand the selection criteria for purchasing gym management

software.

 To know the level of awareness of the gym management software.

A study is carried out in a manner to bias and establish maximum clarity. To come to
conclusion, around 200 different fitness clubs and gyms were given the
questionnaire to fill. The field work was carried out by personally visiting 200
fitness clubs and gyms. The data collect from the field work is analysed by using the
data tabulation and pie charts.

As part of the course curriculum of the marketing specialisation, the topic given to
me was a study of gym management with refers to fitness + software in selective
cities for Intent Technologies.

The research methodology used was Descriptive research. The data collected was
primary data through survey. The sampling technique used was Area sampling
technique. The sample size was 200.

The survey has been carried out for the period 1st June 2018 to 1st August 2018 for
the Pune City.
2
From the study it was found that only 25% of gym owners were ready to invest
above 30,000 Rs. for gym management software. On the other hand many of the
gym owners that is 63% were ready to invest only up to 10,000 Rs. for gym
management software.

From the study it was suggested to the company that to increase the sales and market
share the company should either decrease the price or it can give software on rental
basis by charging lesser price per month.

1.2 Theoretical Background

Consumer behaviour includes the activities people under look when obtaining,
consuming, and disposing of products and services. Obtaining refers to the activities
leading up to and including the purchase or receipt of product .consuming means
how, where, when, and what circumstances consumers are products. Disposing
refers to how consumers get rid of products and packaging

Consumers behaviour also can be defend as field of study that focuses on

consumer activities. Marketing are changing an organization to have what people
will buy.

Methods can be classified in to three major methodologies approaches:

(1)Observation,

(2) Interviews and surveys,

(3) Experimentation

Standard Behavioural Model

The standard model of consumer behaviour consists of a methodical and structured

process.

1. Problem recognition - The first step is problem recognition. During this

step, the consumer realizes that they have an unfulfilled need or want. Let's
use the example of a consumer who has just been informed by her mechanic
that fixing her car will cost more than it's worth. Our consumer realizes that

3
 she now has a transportation problem and wants to fulfil that need with the
purchase of a car.

2. Information search - The next step is to gather information relevant to what

you need to solve the problem. In our example, our consumer may engage in
research on the Internet to determine the types of vehicles available and their
respective features.

3. Evaluation - After information is gathered, it is evaluated against a

consumer's needs, wants, preferences, and financial resources available for
purchase. In our example, our consumer has decided to narrow her choices
down to three cars based upon price, comfort, and fuel efficiency.

4. Purchase - At this stage, the consumer will make a purchasing decision. The
ultimate decision may be based on factors such as price or availability. For
example, our consumer has decided to purchase a particular model of car
because its price was the best she could negotiate and the car was
available immediately.

5. Post purchase behaviour – At this stage, the consumer will decide whether
the purchase actually satisfies their needs and wants. If the consumer is not
satisfied then what is the reason.

The project was conducted in Pune city to know what is perception and
awareness of the gym owner about gym management software.

Factors affecting consumer buying behaviour-

1. Cultural Factors-

Consumer behaviour is deeply influenced by cultural factors such as: buyer culture,
subculture, and social class.

Culture:- Basically, culture is the part of every society and is the important cause of
person wants and behaviour. The influence of culture on buying behaviour varies
from country to country therefore marketers have to be very careful in analysing the
culture of different groups, regions or even countries.

Subculture:- Each culture contains different subcultures such as religions,

nationalities, geographic regions, and racial group’s etc. Marketers can use these

4
groups by segmenting the market into various small portions. For example marketers
can design products according to the needs of a particular geographic group.

Social Class:- Every society possesses some form of social class which is important
to the marketers because the buying behaviour of people in a given social class is
similar. In this way marketing activities could be tailored according to different
social classes. Social class is not only determined by income but there are various
other factors as well such as: wealth, education, occupation etc.

2. Social Factors- Social factors also impact the buying behaviour of consumers.
The important social factors are: reference groups, family, role and status.

Reference Groups:- Reference groups have potential in forming a person attitude or

behaviour. The impact of reference groups varies across products and brands. For
example if the product is visible such as dress, shoes, car etc then the influence of
reference groups will be high. Reference groups also include opinion leader (a
person who influences other because of his special skill, knowledge or other
characteristics).

Family :- Buyer behaviour is strongly influenced by the member of a family.

Therefore marketers are trying to find the roles and influence of the husband, wife
and children. Buying roles change with change in consumer lifestyles.

3. Personal Factors

Personal factors can also affect the consumer behaviour. Some of the important
personal factors that influence the buying behaviour are: lifestyle, economic
situation, occupation, age, personality and self-concept.

Age:- Age and life-cycle have potential impact on the consumer buying behaviour. It
is obvious that the consumers change the purchase of goods and services with the
passage of time. Family life-cycle consists of different stages such young singles,
married couples, unmarried couples etc. which help marketers to develop appropriate
products for each stage.

Need of study
There are different national & international products present in India. So to identify
the customer & their buying behaviour have been the focus of a number of
international and national product. The result of these studies have been useful to
the provide solution to various marketing problem. Understanding buying behaviour
5
pattern is not enough without understanding the composition and origin of the
customer. Today most of the Indian customers are attracted by the imported
goods because of their high quality. So that most of the Indian company product
loses their credibility and loyalty in domestic customers.

The purpose of studying a discipline is to help oneself to better appreciate its

contributions. The reason to study consumer behaviour is because of the role it plays
in the lives of humans. Most of the free time is spent in the market place, shopping
or engaging in other activities. The extra time is usually passed in knowing and
thinking about products and services, discussing with friends about them, and
watching advertisements related to them. The usage of them significantly reveals our
life styles. All these reasons suggest the need for study.

So it is important to know –

1. How can we stand out in a highly competitive market where consumer have
so many choice?

2. How we can provide best loyalty to our customer while earning a fair profit?

3. How can we grow our business while retaining a core of the loyal customer?

Market Research

It is extremely difficult to develop and provide a high-quality product or

service without conducting at least some basic market research. Some people have a
strong aversion to the word “research” because they believe that the word implies a
highly sophisticated set of techniques that only highly trained people can use. Some
people also believe that, too often, research generates lots of useless data that is in lots
of written reports that rarely are ever read, much less used in the real world. This is a
major misunderstanding.

Odds are that you have already conducted at least some basic forms of market
research. For example, you have listened (a research technique) to others complain
about not having enough of something -- that should suggest providing what they
need in the form of a product or service.

Market research has a variety of purposes and a variety of data collection methods
might be used for each purpose. The particular data collection method that you use
during your market research depends very much on the particular information that you
are seeking to understand.

6
Importance of market research

Research, as a general concept, is the process of gathering information to learn

about something that is not fully known. Nearly everyone engages in some form of
research. From the highly trained geologist investigating newly discovered earthquake
faults, to the author of bestselling spy novels gaining insight into new surveillance
techniques, to the model train hobbyist spending hours hunting down the
manufacturer of an old electric engine, each is driven by the quest for information.

For marketers, research is not only used for the purpose of learning, it is also a critical
component needed to make good decisions. Market research does this by giving
marketers a picture of what is occurring (or likely to occur) and, when done well,
offers alternative choices that can be made. For instance, good research may suggest
multiple options for introducing new products or entering new markets. In most cases
marketing decisions prove less risky (though they are never risk free) when the
marketer can select from more than one option.

Using an analogy of a house foundation, marketing research can be viewed as the

foundation of marketing. Just as a well-built house requires a strong foundation to
remain sturdy, marketing decisions need the support of research in order to be viewed
favorably by customers and to stand up to competition and other external pressures.
Consequently, all areas of marketing and all marketing decisions should be supported
with some level of research.

7
 CHAPTER NO. II

PROFILE OF THE ORGANISATION

8
2.1. Organisational Profile

 Name of the Company:- The Intent Technologies Company Pune

 Address:- 210, Blue Berry Business Plaza Above Axis Bank, Ambedkar
Chowk, Ravet, Pune-412101 (Near D. Y. Patil College of Engineering, Sector
29, Akurdi, Pune)
 Location:- Pune, Maharashtra (M.H.), India.

2.2. Historical Background of the organization

The Intent Technology Company invented in 2008 by Mr Vivek Patil

in Pune, Maharashtra, India. The Intent Technologies Company, which is
headquartered in Pune, Maharashtra, but incorporated in Pune, Mumbai, Nagpur is
an Indian multinational Company which provided services like Web Development,
Software Development, Application Development, Customise software product
development and consulting of it services to its customers. Our dream is to build
world's best & trusted company, best service provider and best software solution.
We offer a comprehensive portfolio of software solution & it services with a focus
on e-business solution backed by its strong expertise in internet technologies.
Customer satisfaction is the key building block to success, and keeping this in mind
our company provide full customer satisfaction. You define the problem, we
collaborate with you to outline.

Intent Technologies is an ISO Certified Organization, it has 10+ years of experience

in IT Services and always works on innovative technologies also approach to build
long term relationship with clients, and also utilize Global exposure and diverse
expertise on diverse technologies & domains for providing proper Hierarchy &
Escalation path to the clients.

Intent Technology is leading Software Development Company in Pune, united works

to enhance ones marketing and designing layouts. At the Intent Technology, there is a
group of young client works together keeping customer and its prerequisites as their
priority in order to deliver the best services among the rest. The company leverages
various Big Data & Analytics Technologies, Frameworks & Platforms to provide
comprehensive IT Services & Solutions which help our clients drive business value
and innovation.

9
Intent Technologies Software is a global provider of system firmware and software
engineering services for companies in the mobile, desktop, server, and embedded
systems industries. A team of people that aren’t afraid to get creative when it comes to
finding a flexible business model or roll up our sleeves when it comes to debugging
that important new product being readied for the production line. Intent Technologies
is committed to helping its customers bring their products to market faster while
reducing overall system development costs. Intent Technologies is committed to
implement, maintain and continually improve its Quality Management System to live
better and serve our customers better. Quality is in our pulse. We live with it!
Software quality measures whether software satisfies its requirements. Software
requirements are classified as either functional or non-functional.

Functional requirements specify what the software should do. Functional

requirements could be calculations, technical details, data manipulation and
processing, or any other specific function that defines what an application is meant to
accomplish.

Non-functional requirements specify how the system should work. Also known as
“quality attributes” non-functional requirements include things like disaster recovery,
portability, privacy, security, supportability, and usability. Several factors contribute
to software quality. We’ll look at the important aspects of software quality and some
practical ways of measuring them so that you can ensure every piece of code you
deploy into production satisfies its requirements.

Note that most factors indicating software quality fit into the non-functional
requirements category. And, while it’s obviously important that software does what
it’s built to do, this is the bare minimum you would expect from any application. Let’s
see what it takes to aim higher.

2.3. Vision and Mission statement of the organisations

Mission of company-

We strive to be the most reputed global provider of IT solutions that passionately

focuses on driving customer success and eagerly place our hands-on expertise in this
direction. Exceed client's expectations by going beyond software to provide best

10
Web solutions that transform data into knowledge, enabling them to solve their
problems.

Vision of company

To become a globally recognized IT partner well known for our technologically-

driven and innovative client-centric approach. We aim to deliver cost-effective, high-
quality and user-friendly services to our clients which will generate more value to
their business and customers alike. Our Vision is to be a leading Web Solution
company in IT sector and progress in our current position in market. We know that
Customer’s growth is our growth, so we commit our customers to help in achieving
their business goals. We believe in work with the accuracy and best quality. We want
to be known as the reliable, innovative and user friendly software service provider in
IT industries.
2.4. Product profile of company-

1. Easy Gym Management

Easy gym management software is a gym and health club management software with
which you can keep records of your members; it is design for verity of industries like
gym health club, fitness club and any membership club

Features:

 - user login system

 - member information with picture
 - instructor details
 - member details
 - member account details
 - renewal member details
 - payment details
 - daily collection
 - balance payment details
 - accounting details
 - expenses details
 - auto active/de-active member details

11
 - enquiry follow up details
 - member physical measurement details
 - design own diet plane, workout plan
 - advance see membership end date
2. E-Billing Software Solution

Billing management is to easy & reliable with and e-billing

software
Features-

 Accurate & flexible billing

 Extremely easy to use!!

 The most important factor is time saving

 Customer detail

 Purchase detail

 Sale detail

 Product detail

 Stock detail

 Daily expense detail

 User login system

 Daily profit report

 Daily/ monthly/ yearly profit repot

 Daily/monthly / yearly sales report

 Product report

 Customer report

 Employee report

 Tax report

12
  Discount report

 Advantage of billing program is no mistake risk

 Customize as per client requirement. & lots more…

Features:

 User login system, member information with pictures.

 Instructor details, member details, member account details.

 Renewals member details, payment details daily collection.

 Balance payment details, accounting details, expense details.

 Add facility, auto active/deactivate member details.

 Enquiry follows details, member’s physical measurement.

 Design own diet plane, design own workout plan.

 Advance see member ship end date, attendance, SMS facility.

Reports:

 Payment report, balance payment reports.

 All receipt details reports, physical reports.

 Active/deactivate reports, all member reports, measurement report.

 Membership end date report courses report, attendance report.

 Enquiry report, payment receipt, balance payment report.

Notifications:

 Member’s birth date, membership end day.

 Enquiry follow-up, payment follow up.

13
3. Smart Mobile Shoppe-

Android OS is the most widely used mobile platform and the skilled up-to-date
android developers the Force Close team allow us to deliver elegant android
applications which are developed using advanced cutting edge APIs

4. Website Development-

Intent Technology is leading website Development Company in Pune, united works

to enhance ones marketing and designing layouts.

5. Software Development

6. Application Development

2.5. OUR CLIENTS-

14
2.6 Conceptual Background

Marketing research can be broken down into two distinct words

marketing and research. We have to understand each of the two components
marketing and research is all about marketing essentially a sum total of two
entities ice the target market and the marketing mix for the market, which in turn
is related to the actions regarding the four P’s viz product, price, place, promotion
thus, marketing is human activity directed at specifying needs and wants through
process and a modern marketing system cannot exist without efficient products
and affluent customers.

15
Why do it?

It is impossible to sell the product and services that customer don’t want.
Learning about what customer want and how to present it attractively.

Drives and need for marketing research. Small business has an edge over business
in this regards large business have to hire experts to study mass market while
small scale business are in the customers and know very well what the needs of
the customers are this small information may not always prove to be effective .

Marketing research focused and organizes the marketing information .it

consumes that such information is timely and permits business to:

 Reduce business risk

 Spot current and upcoming problem’s in current market.

 Identify sales opportunities.

 Develop plans for actions.

16
 CHAPTER NO. III

RESEARCH METHODOLOGY

17
 3.1 Objectives of Project-

Every market research has been conducted of specific objectives. It is very necessary
to clearly defined problem or objectives of the study that researcher gets a clear idea
about their task .this project has been conducted to know the buying behaviour of the
gym manager for gym management software.

The objective of the study was as follows:

 To study the gym management software in India

 To understand the selection criteria for purchasing gym management

software.

 To know the level of awareness of the gym management software.

3.2 Research Design and Methodology

The research involved both qualitative as well as quantitative dimensions of work

and knowledge. The quantitative approach involved generation of large chunks of
data which are than analysed on various parameters. The quality approach was to
analyse the data, take the necessary information out and discard the unnecessary
details.

“Research Methodology” implies more than simply the methods you intend to use to
collect data. It is often necessary to include a consideration of the concepts and
theories which underlie the methods. For instance, if you intend to highlight a
specific feature of a sociological theory or test an algorithm for some aspect of
information retrieval, or test the validity of a particular system, you have to show
that you understand the underlying concepts of the methodology.

When you describe your methods it is necessary to state how you have addressed the
research questions and/or hypotheses. The methods should be described in enough
detail for the study to be replicated, or at least repeated in a similar way in another
situation. Every stage should be explained and justified with clear reasons for the
choice of your particular methods and materials.

18
Types Of Research:

Descriptive Research

Descriptive research aims at portraying accurately the characteristics of a particular

group of situation. One may undertake the descriptive study about the work in a
factory, their age distribution their education level, their state of their physical health
and so on. A descriptive study may be concerned with the attitudes or views for
people towards any things e.g. Attitudes towards presidential form of government,
right to strike, capital punishment, prohibition etc. The descriptive studies are those
studies which are concern with describing the characteristics of a particular
individual or a group. A researcher must be able to clearly define what he wants to
measure and must find adequate methods to measure it along with clear cut
definition of the population under study. It must be a rigid design. Descriptive
research aims at answering the 'what' and 'why' of the current state of some systems.

Sampling Techniques: Area sampling method is used.

The convenience sampling is a non -probability methods this means that subject are
chosen is non- random manner and some member of population have no chance to
be included.

Selection Of The Samples/ Sampling Plan:

This is one of the most important steps of a research design procedure. Generally in
most of the marketing studies on sample or most of the sub group of the total
population pertaining to the subject is include on the place of the universe.

Sampling Units: Gyms in Pune city.

Sample Size: The sample size of the population was 200 fitness club and gyms.

The sample size of a statistical sample is the number of observations that constitute
it. The sample size is typically denoted by n and it is always a positive integer. No
exact sample size can be mentioned here and it can vary in different research
settings. However, all else being equal, large sized sample leads to increased
precision in estimates of various properties of the population.
19
Source of data collections

The data for the study has been gathered from the primary sources viz. Field
research as the secondary data collected through the desk research was insufficient to
carry out an accurate analysis.

The nature of the project research that it is not possible to make a complete and
correct analysis of study without going in for primary data collection.

 On internet

 Direct selling

 By other gyms

 Newspaper

 Any other sources.

Primary Data

The data which is collected fresh and for the first time and thus happen to be the
original one characteristic is called as the primary data.

Secondary Data

The data which is already collected by someone else and which have been passed
through the statistical process is known as the secondary data.

METHODS OF COLLECTING PRIMARY DATA:

Questionnaire Method:

A questionnaire is a research instrument consisting of a series of questions and other

prompts for the purpose of gathering information from respondents. Questionnaires
have advantages over some other types of surveys in that they are cheap, do not

20
require as much effort from the questioner as verbal or telephone surveys, and often
have standardized answers that make it simple to compile data. Questionnaires are
also sharply limited by the fact that respondents must be able to read the questions
and respond to them. Thus, for some demographic groups conducting a survey by
questionnaire may not be concrete.

In this project I have taken the questionnaire method for collecting necessary
information, in this method a questionnaire is given to the concerned person with
questions to answer and return the questionnaire. A questionnaire consists of number
of questions printed in a definite order on a form or set of form.

Types Of Questions: the questions were self-administrated, with a view to obtain

maximum information from the respondent that is why questions were straight
forward.

Types Of Questionnaire: the entire questionnaire was combination of close ended

and open ended questions. By using this type of questionnaire. It is possible to find
out how many people used product and what they think of product.

3.3 LIMITATIONS

 There are number of factors influencing the consumer behaviour.

However this study will try and identify only few main factors affecting
consumer behaviour.

 Within the field of consumer behaviour there are many theories and
models that identify the consumer. This research will limit itself to
identifying the consumer through the consumer.

 This research will limit itself to identifying the consumer through

his/her consumer characteristics and the consumer buying process.

 The scope of this research is limited to Pune city.

 Because of Consumer diversity across different region, it is required

to take diverse samples across various cities for better generalisation of the
research findings. Findings of the study are based on the assumption that
respondents have disclosed accurate information.

21
  3.4 VARIOUS GYM MANAGEMENT SOFTWARE IN INDIA

1. Gym ERP of Leon Stride Technology-

Gym ERP packed with powerful features makes it easy for you to manage your daily
operations while improving your overall gym services. Designed and developed under
the guidance of gym experts, the gym management software can accommodate the
most stringent operational requirement regardless what type of gym you manage.
Time is of the essence in the industry and a good gym management software not only
saves your time but helps you complete the operations efficiently and increase
productivity.

 CLIENT MANAGEMENT-

Manage clients as well as product sales, software allows to keep track of movements
and amount get posted directly to clients account.

 INTEGRATION (ACCESS CONTROL)

Know who accesses your Gym. Restrict entry of un-authorized members, entry of
members with expired membership and much more.

 SMS & EMAIL MANAGEMENT

Send sms & emails to your clients, staffs, etc with dedicated module. All in solution
for Gyms

 BOOK & APPOINTMENT MANAGEMENT

Book, edit or cancel appointments from anywhere, anytime. Set automated reminder
SMS/Emails for clients

 ANDROID APP

Prompt for commission free booking from your android app: personal trainer,
packages, and up-sell services.

 WEBSITE MANAGEMENT

Manage your website in easy and simple steps. Attract your clients with awesome
website and offers on your site.

22
  CLASSES & GROUPS MANAGEMENT

Classes & Groups module made so easy. Manage classes & groups with one click
from the classes & groups dashboard.

 ENQUIRY & FEEDBACK SYSTEM

Know your clients by our enquiry & feedback system in easy and simple steps, attract
your clients with awesome customer services.

 PAYROLL

Payroll module made so easy. Manage employees with one click from the payroll
dashboard.

 STUDY & TRAINING MATERIAL MANAGEMENT

Study & Training Material lists made easy. Manage workout materials with one click
from the dashboard.

 MEMBERSHIP MANAGEMENT

Keeping track of memberships, payments and point of sale becomes a simple task.
Add, edit, delete, etc made so easily.

 MARKETING

Manage all your marketing campaign in easy and simple steps, help to increase sales
and customer relationship.

2. Gym ERP Of 360 SOLUTION-

 Accessibility on your preferred platforms.

Looking at the software’s System Requirements can help you identify what platforms
can be used to access the software.

How the software is accessed on the operating system is another consideration. Here
are some common terms you will hear when speaking with solution providers:

Desktop-only access – This may limit where you access your data if it can only be
accessed from the computer where the CRM was installed.

23
Hosted – SaaS software (‘Software as a Service’) – This solution is hosted in a
“Cloud” environment and is Web-based only.

Web-only – This gives you access from anywhere you have internet access. It could
be hosted in the cloud or on your PC.

 Ease of Use

This is often overlooked because everyone gets sold on price or feature-rich products.
More important for a company than rich features, is knowing how to properly use
the software to meet your needs and end-user adoption.

 Cost of the software

At first I tried to stray away from this aspect, because cost should not be the final
deciding factor when looking at different CRM softwares. In fact if I were to place my
top 10 essential factors in order of consideration, this would be last on my list. The
other 9 factors should help direct you to finding the best CRM for your business.

You should also ask the vendor to discuss any hidden costs you may encounter to
avoid any unpleasant surprises.

 Software Company Stability

It seems like every other day new CRM software is made available for consumers.
With so many options, choosing a CRM can become overwhelming. Consumers have
learned that ‘biggest’ is not always ‘best’. However, biggest usually complements
stability, which can be invaluable for your investment.

 Who has ownership of your data?

As many software companies have transitioned to offering software at a subscription,

and your data is hosted in a Cloud environment, this question becomes more relevant.

 Support

It is inevitable that at some point you will need some type of support for your CRM. It
is not a matter of ‘if’, but ‘when’. Some systems include support with their license.

24
Having good support for your CRM will give you peace of mind and keep you up and
functioning when things may go sour.

 Meeting Needs and Reporting

This is where we finally talk about features in a CRM software. You ultimately want
to find software that will meet your needs and be able to provide you with the
reporting you find necessary to run your business.

 Trials or Demos

You don’t want to invest in CRM software without trying or receiving a

demonstration of the software. You don’t buy shoes without trying them on first do
you? Learn the system; get a feel for its interface and navigation.

If you explore these factors, you will be able to find the right CRM system for your
gym. DO take a look at GYMDAY (Software for fitness clubs)

3. Gym ERP of Anayan Gold-

 Thoughtfully designed

With an industry experience of 18 years, we know the nuts and bolts of gym
management software. There’s nothing you will find missing in FM Pro with our
smooth interface.

 Management App

Remotely manage your centers, revenue summary, conversions and member footfalls.
Android or iPhone – carry your gym wherever you go!

 Exception Reporting

Get an alert on Follow Ups missed by your sales team. SMS alert when a member
jumps the access system or when a PT drags even after expiry.

25
  Increase In Revenue

With your gym empowered with FM Pro, the increase in business is sharp. The
follow-up mechanism, SMS and email utilities, App for members and a host of other
services, make your clients stick to you. You can focus on your business, while we
take care of you.

 Instant Support

FM Pro has been known as a strong and robust software solution since 18 years. But
training and support is always needed when you are a new gym or an existing setup
with a new team. We are always a phone call away for instant support and it’s
unlimited!

 Member Advantage

A mobile app designed exclusively for members help them track their progress, view
their attendance & payment history, Diet Plan, BCA and Workout Schedule. Booking
appointments and posting a feedback had never been this easy and private.

26
 CHAPTER NO. IV

DATA ANALYSIS AND INTERPRETATION

27
4.1 DATA ANALYSIS AND INTERPRETATION

Analysis and interpretation is one of the most important steps in the research
procedure. The success or failure of research largely depends on how successfully
the analysis and interpretation is done.

Make data meaningful we classify the data according variables to make it tabulation
is done of the classified data main purpose done of the classified data main purpose
of tabulation is to knowing the frequency of response. It helps to develop
relationship between the data & also to compare the data. This whole thing is called
analysis of data.

Next stage of analysis to how to interpret the analysed data. Interpretation means
what does the analysis means & on the basis of that to determine cause and effect
relationship. In short, Interpretation means to give meaning to overall analysis.

The extensive data collected through the questionnaires was evaluated to arrive at
the market size, market potential of the kitchen trolleys.

For FITNESS+ software:

 Visit new client in Pune is 200.

Statistical method used in data analysis:

 Percentage method

28
 1. How do you manage data?

Table no.1

Source of Manually Computerised Total

Information

Respondent 40 160 200

% Source 20% 80% 100%

Interpretation:

From above 200 respondent 20% people are manage data manually and 80% people
are manage data by computerised.

29
 2. Which software do you use?

Table no.2

Source of SAS ORACLE TALLY EXEL NONE TOTAL

Information SHEET OF
THESE

Respondent 40 30 20 50 20 160

% Source 25% 18% 13% 31% 13% 100%

Interpretation:

From above 160 respondent 13% people are does not used any kind of software also
only 25% people are used SAS and remaining 18% are used ORACLE software also
remaining 13% of people are used Tally and remaining 31% of people are used MS
OFFICE EXEL SHEET.

30
 3. Have you heard about Gym Management Software?

Table no.3

Source of YES NO TOTAL

Information

Respondent 120 40 160

% Source 75% 25% 100%

Interpretation:

From above 160 respondent 75% people are heard about Gym management Software
but remaining 25% people are does not heard about Any Gym management
Software.

31
 4. How much are you aware of Gym management Software?

Table no.4

Source of Not Sligh Somewh Moderatel Extremel TOT

Informatio at all tly at aware y aware y aware AL
n awar awar
e e

Responden 40 20 60 10 30 160
t

% Source 25% 12% 38% 6% 19% 100%

Interpretation:

From above 160 respondent 25% people are not at all aware about Gym
management Software also only 12% people slightly aware about software and 38%
of people are somewhat aware about the software and 6% of people are moderately
aware about software and remaining 19% people are extremely aware about the Gym
management Software.

32
 5. How much money are you ready to invest for Gym management
Software?

Table no.5

Source of Rs10000 Rs20000 Rs30000 Rs40000 TOTAL

Information

Respondent 100 20 25 15 160

% Source 62% 13% 16% 9% 100%

Interpretation:

From above 160 respondent 62% people are ready to invest Rs.10000 for the
software, remaining 13% people are ready to invest Rs.20000 also 16% people are
ready to invest Rs.30000 and remaining only 9% people are ready to invest
Rs.40000 for the Gym Management Software.

33
 6. How many members do you have?

Table no.6

Source of <50 50-100 100-300 >300 TOTAL

Information

Respondent 90 40 20 10 160

% Source 56% 25% 13% 6% 100%

Interpretation:

From above 160 respondent <50 members in Gym are 56% also 50-100 members are
25% and from 100-300 members are 13% in Gym and also >300 members are 6% in
Gym.

34
 7. How many staff members do you have?

Table no.7

Source of <10 10-20 20-30 >30 TOTAL

Information

Respondent 100 30 20 10 160

% Source 62% 19% 13% 6% 100%

Interpretation:

From above 160 respondent <10 staff members in Gym are 62% also 10-20 staff
members are 19% and from 20-30 staff members are 13% in Gym and also >30 staff
members are 6% in Gym.

35
 8. According to you rate the criteria which will be considered for selection
of Gym Management Software?

Table no.8

Criteria Very Important Neutral Not Total

Important Important

Price of 56% 19% 16% 09% 100%

Software

Content 25% 50% 16% 09% 100%

Clarity

Member 16% 13% 53% 18% 100%

capacity of
Gym

Services of 68% 13% 13% 06% 100%

Software

Functions 65% 26% 06% 03% 100%

of Software

Renew 03% 06% 66% 25% 100%

Features

Friendliness 19% 56% 19% 06% 100%

of usage

36
Interpretation:

From above 160 respondent price of software is very important for 56% people and
not important for 9% also the content clarity is important for 50% people and 9%
people says not important for us, then member capacity is neutral for 53% people,
also the service of software is very important for 68% people and 6% people says
not important also the functions of software is very important for 65% people and
not important for 3% people and the renew features is all over neutral for 66%
people and remaining people says that friendliness of usage is important for 56%
people and 6% people says not important for us.

37
 CHAPTER NO.V

FINDINGS, SUGGESTIONS AND CONCLUSION

38
5.1 FINDINGS

1. Intent Technologies have to make different segment of clients, so they can reach
up to maximum clients.

2. According to 68% of respondent are more conscious about the service of software.

3. As per the survey 63% of respondent are price sensitive.

4. As per the survey 13% of respondent are not aware about the software.

5. For promoting Gym management Software they needs awareness of their

software, like advertising, promotion camping.

6. There is tough competition in market for gym management software.

5.2 SUGGESTIONS

1. As per the segmentation of clients, there should be different price for different
cities.

2. The company should provide scheme wherein they would provide discount if the
software is purchased in quantity.

3. In order to reap the benefits of this market potential the company should
concentrate on its promotional activity comparing to competitors.

4. The pricing policies should be reconsidered because most of the respondent was
ready to purchase the software at a reduced price.

5. The company should make a policy on providing value added services to the
customer like if software has some update that will provided free of cost.

39
6.3 CONCLUSION

1. After taking a demo Fitness+ software the client likes the software and its features
which will help them to manage their work more efficiently.

2. Good number of respondent was aware about company which source shows
satisfactory awareness level in market.

3. Majority of respondent shows in company and its product offering so there is

scope for company to convert its potential customer into client.

5.4 LEARNING AND CONTRIBUTION TO ORGANIZATION

1. The summer project helped to take a overview of how customers behave while
buying product.

2. It helped to learn about different marketing strategies.

3. It helped to know how people react while buying a new product and how the
buying process is carried out.

4. The summer project helped organization to know the reviews and feedbacks of
“Fitness +” gym management software from existing clients.

5. It also helped organization to know the reviews, feedbacks and needs of “Fitness
+” software from new clients so they can make changes and work as per customers
requirement.

6. It helped to know about market potential.

40
 BIBLIOGRAPHY

Books:-

 Philip Kotler. 2005, Marketing Management.

 Consumer Behaviour by Michael Solomon.

 Research Methodology by C.R. Kothari.

 Consumer Behaviour by Jim Biythe.

 Bates, M., 2008. Health Fitness Management: A Comprehensive

Resource for Managing and Operating Programs and Facilities. Human
Kinetics.

Magazines:-

 Business Today

 Economic Times

Websites:-

 www.intent-tech.com

 www.QNTSPORT.in

 http://www.success.com/articles/1481-from-the-corner-office-24-
hours-fitness-s-mark-mastrov.

 www.justdial.com

 www.sulekha.com

 www.maketwatch.com

41
 ANNEXURE

Questionnaire:-

Q1) Gym Details:

I. Name of the gym- ______________

II. Name of the owner- _______________

III. Name of contact person- ______________

IV. Gym contact no- _______________

V. Gym address- _________________

Q2) How do you manage data?

A) Manually □ b) Computerised □

Q3) Which software do you use?

A) SAS □ b) Oracle □ c) Tally □

d) Exel Sheet □ e) None of these □

Q4) Have you heard about Gym Management software?

A) Yes □ b) No □

Q5) How much are you aware of Gym management Software?

A) Not at all aware □ b) Slightly aware □ c) Somewhat aware □

d) Moderately aware □ e) Extremely aware □

Q6) How much money are you ready to invest for Gym Management Software?

A) RS.10000□ b) RS.20000 □ c) RS.30000 □ d) RS.40000 □

42
Q7) How many members do you have?

A) < 50 b) < 100 c) 100- 300 d) > 300

Q8) How many staff members do you have?

A) <10 b) 10-20 c) 20-30 d)>30

Q9) According to you rate the criteria which will be considered for selection of Gym
Management Software?

Criteria Very Important Neutral Not Total

Important Important

Price of
Software

Content
Clarity

Member
capacity of
Gym

Services of
Software

Functions of
Software

Renew
Features

Friendliness
of usage

43