MOTIVES OF GYMNASIUMS’ CUSTOMERS IN SYLHET
ABSTRACT:
Customers buying behviour and motivation process are interrelated. This study focuses on the motivation of customers of gymnasium in Sylhet city. The motivation process of the customers of gymnasium in Sylhet city has two major motives 1) Obtaining fitness and 2) obtaining beauty/smartness. This motives are also influenced by both internal and external parties and factors. In case of fitness the rate of customers decreases with the increase of age. From the findings 84% customers aged 16-30 are motivated to obtain beauty and smartness, and where 0% customers aged 50+ are motivated to obtain the beauty /smartness. The customers who are motivated to gymnasium for obtaining beauty/smartness can be influenced by themselves or by external parties. Findings state that 18.3% customers who are motivated by beauty/smartness aged 16-30 years are influenced by internal stimulus or self. With the increase of age the rate increased, but the customer aged above 50 is not motivated to obtain beauty.
METHODOLOGY:
A questionnaire survey is conducted over the customers from different gymnasium in Sylhet city. Data is collected and organized for interpretation and presentation. In this study core factors in formulation of customers buying behavior is focused. The customers has been classified into three groups-
· Age 16-30
· Age 30-50
· Above 50.
RESULT & DISCUSSION:
After the field studies the major findings and data are illustrated below- The main motives of gymnasium customers are-
· Obtaining fitness.
· Obtaining beauty/smartness.
|
Motives |
Age(16-30)
|
Age(30-50)
|
Age(50+)
|
|
Fitness |
16%
|
68.6%
|
100%
|
|
Beauty/ Smartness |
84% |
21.4% |
0% |
Table1: Rate of people motivated to fitness and beauty/smartness.
Among the customers the motivation to fitness in increased as the increase of age. It is found that 16% customers of age 16-30 are motivated to fitness and 100% of 50+ years aged people are motivated to obtain fitness through the services of gymnasium. In case of fitness the rate of customers decreases with the increase of age. From the findings 84% customers aged 16-30 are motivated to obtain beauty and smartness, and where 0% customers aged 50+ are motivated to obtain the beauty /smartness. Table 1 shows rate of people motivated to fitness and beauty/smartness.Fitness motive is not internal in all cases; sometimes it is also external when people are motivated to fitness for internal motives believe that “Health is wealth”. With the increase of age motivation rate by internal motives decrease. The customers motivation rate by internal motives (self) is 60%, 53.6% and 11% respectively for the among the customers aged 16-30, 30-50, and 50+ years. The customers motivated by the motives of obtaining fitness are influenced by the parties below-
· Doctors
· Celebrities
· Society
|
Motives |
Influenced By |
Age(16-30)
|
Age(30-50)
|
Age(50+)
|
|
Fitness |
Self |
60% |
63.6% |
11% |
|
Doctors |
1% |
11.2% |
83.2% |
|
|
Celebrities |
23.2% |
2.2% |
0% |
|
|
Society |
15.8% |
23% |
5.8% |
Table 2: Rate of people influenced by internal and external parties who are motivated to obtain fitness.
Doctors are very considerable influencing parties to make the customers fitness concerned. Now a day doctors suggest the customers to exercise to keep their health sound. Survey says that 83.2% customers of 50+ years age are influenced by doctors. Young customers are influenced at very low rate by doctors, only 1% customers aged 16-30 years of age are influenced by doctors. Following celebrities is very common among the today’s customers, specially the young customers. They want to be fit as their favourite celebrities, among the respondent 23.2 % respondent aged 16-30 years are influenced by celebrities, but the customers aged 50+ years are not influenced by celebrities at all.
|
Motives |
Influenced By |
Age(16-30)
|
Age(30-50)
|
Age(50+)
|
|
Beauty/ Smartness |
Self |
18.3% |
63.9% |
- |
|
Doctors |
0% |
2% |
- |
|
|
Celebrities |
73.2% |
23.1% |
- |
|
|
Society |
8.5% |
11% |
- |
Table 3: Rate of people influenced by internal and external parties who are motivated to obtain beauty/smartness.
All customers are social being; society is a very strong influencing party for forming customers buying behavior. In a society customers live with their family, friends and other belongings. It is found that the customers aged 16-30, 30-50 and 50+ years are influenced by society and respectively the rate of customers are 5.8%, 23% and 5.8%. The customers who are motivated to gymnasium for obtaining beauty/smartness can be influenced by themselves or by external parties. Findings state that 18.3% customers who are motivated by beauty/smartness aged 16-30 years are influenced by internal stimulus or self. With the increase of age the rate increased, but the customer aged above 50 is not motivated to obtain beauty. The customers motivated to obtain beauty/fitness are also influenced by the external parties doctors, celebrities and society. The rate of customers influenced by these external parties is illustrated in table 3. It can be said that the rate of customers influenced by doctors are increased as the increase of age, and the rate of customers influenced by celebrities decrease with the increase of age.
CONCLUSION:
Understanding motivation process of the customers is very important for understanding their buying behavior. From the study it can be said that the external parties doctors, celebrities and society play very vital role in formulating the motives of the customers of gymnasium in Sylhet city. People have both internal and external motives to be motivated towards the gymnasium services.
By
- A. A. Mabrur Ahmed
- A. S. Salmi
- R. K. Samir
Department of Business Administration.
Leading University, Sylhet, Bangladesh.
