Consumer Behaviour

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Consumer Behavior

Report: Yana’s Fitness Centre|

Table of Contents:
ContentsPage #
Introduction................................................................................................3 Changing the users attitude towards purchase....................................3 Customer detections and customer recovery................................................5 Progressing from loyalty to Customer Relationship....................................6 Differences between loyalty and customer relationship........................7 Benefits to Yana’s Fitness Centre............................................................8 Benefits to the customers........................................................................9 Conclusion................................................................................................10 References.................................................................................................11

1.0Introduction
This report is prepared on the request of my Proprietor which details how i might change members and potential members’ behaviour through marketing towards Yana’s Fitness Centre. Yana’s fitness centre is run by market oriented approach. Yana’s fitness Centre is currently facing problems with its customer satisfaction resulting in increased number of customers leaving/dropping-out. This report will highlight the key reasons of why customers are leaving such as lack of good quality of service. Yana’s fitness centre can change its customers’ perception by introducing new attributes such as new equipment. Dropped-out customers can be recovered recognising their inconvenience and making an apology. Yana’s fitness centre can improve its customer relationship by introducing new planning and feedback system. The behavioural and psychological differences are discussed such as perception of the customers. Improved communication will benefit both the centre and its customers. Yana’s fitness centre will benefit from improved brand image and increased number of customers. On the other hand, customers will benefit from improved quality of service.

2.1.0Changing the users attitude towards purchase
In this section includes techniques of changing consumer’s attitude towards the purchase of Yana’s Fitness centre’s products and services. The key points are taken from Mullen et al, (1990).

2.1.1Change the elements of service
Yana’s fitness centre’s product the fitness centre itself. Changing in this situation is referred to renovation of the club. Yana’s fitness centre should carry out a new renovation project. This will eliminate any premises regarding dislikes from the customers mind. This can give Yana’s fitness centre a boost in retaining old customers as well as making existing customers be fond of it even more. 2.1.2Introduce a new attribute

Yana’s fitness centre should introduce new attributes for its customers in order to improve their experience at the fitness centre. Yana’s fitness centre should introduce exercise classes. This will regain lost customers as exercise classes are becoming very popular and has high demand. 2.1.3Change perception of competitors’ product

They can carry out a small research to find out where their lost customers go after leaving Yana’s fitness centre. After finding out close competitors, Yana’s fitness centre can promote their centre by highlight the facilities they have and the competitors do not. This will make customers feel missing out on those things and might re-join Yana’s fitness. 2.1.4Brand image

Yana’s fitness centre needs to work on its brand image. Brand image is how people see Yana’s Fitness centre and what perception people have about Yana’s fitness centre. They should find out the reasons which are harming their brand image. Once discovered, Yana’s fitness centre should remove those and make sure it does not happen in the future. 2.1.5Change misunderstanding

Some customers might...
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