Enriquez.Huang.Parel.Ramos.Sarmiento.Tolentino | BA 174 Marketing Research | Prof.

Lopez | September 28, 20101

a. Application of marketing strategies to increase

Paper Outline: patronage
1. Introduction
i. Price
a. Abstract
ii. Promotion
b. Scope and Limitations
iii. Product (Service)
c. Objectives
b. Time table
2. Methodology
c. Budget
3. Background on Local Gyms
6. Appendix
a. Price

b. Promotion

c. Product (brands and services)

4. Presentation and Analysis of Data

a. Presentation of respondents’ demographics

b. Presentation of respondents’ key determining

factors

i. Gym go-ers vs non-gym goers

ii. Exercise frequency vs Gym go-ers

iii. Favorable Gym charactersitcs

iv. Quad Media Statistics

1. Print

2. Radio
Figure 1
3. TV
Number of people in the Frequency
4. Internet household
17 1
5. Recommendations 15 1
14 1
 Enriquez.Huang.Parel.Ramos.Sarmiento.Tolentino | BA 174 Marketing Research | Prof. Lopez | September 28, 20102

13 1
12 2
11 4
10 9
9 12
8 23
7 31
6 31
5 33
4 26
3 12
2 3
1 4
Figure 2
Short Analysis (figure 2):
Short Analysis (figure 1):
We can see from this table that while our respondents
33 out of the 194 respondents have 5 people in their
come from a wide age range of 15-31, majority of our
household. This is the most frequent number of people in a
respondents come from the 18-21 years old bracket. This age
household.
range can be associated with the college student
It is followed by 7 and 6 then, 4.
demographic.
The mean is 6.324742268, the median is 6, the mode
is 5. This is reflected by the normal curve because a normal
curve has almost the same mean and median. The range is
16

Because of the distribution, we can see that the curve

Figure 3
is a normal curve. Therefore, a lot of different analyses can
Short Analysis (figure 3):
be done with it. We can use hypothesis testing and
More or less, we were able to collect data with a
confidence intervals for us to see whether we can gain
balanced number of females and males. We can see here
inferences from the distribution.
that the number of non-gym goers greatly outweighs those
that go to the gym. This is true for both genders. 72.7% of
those interviewed do not go to the gym. However, it should
be noted that the disparity is much larger between females
than it is in males. 83.3% of females interviewed do not go to
the gym while only 60.9% of males don’t go to the gym.
 Enriquez.Huang.Parel.Ramos.Sarmiento.Tolentino | BA 174 Marketing Research | Prof. Lopez | September 28, 20103

Figure 4
Short Analysis (figure 4):
Despite the staggering numbers from the previous
table of non-gym goers, we can see in this table that both
males and females still engage in physical exercise at least
once a week. This is true for 71.1% of all respondents.
Breaking it down by gender, this is true for around 63.7% of
female respondents. More male respondents engage in
physical exercise at least once a week, at around 79.3%.

In relation to the previous table, we can see that even

if they’re currently not enrolled in any gym, both genders still
engage in physical exercise at least once a week. Therefore,
given this lifestyle, it’s not out of the question to think that
there’s still significant room for growth in the market for gym
membership.