The paper "Influence of Internal Factors and the Extent of Engagement in Using Gym Facilities at SportUNE" is a great example of a business case study. Consumer behaviour performs an important part in determining the consumer’ s process of making decisions concerning the use of a particular product or service. The behaviour that a consumer adopts is influenced by the internal factors such as the consumer attitude development and change, motivation, consumer-perception, consumer learning and involvement as well as the personality of the consumer (Hawkins et al. , 2010). These factors shape the approach that consumers use while purchasing and consuming various commodities and services in the market.
One of the most important facilities at SportUNE is the gym facility. The institution offers consumer-oriented gym services that have attracted consumers. The gym facilities are designed to provide maximum physical fitness to the users. Through the adoption of advanced technology, the gym at SportUNE has sophisticated training equipment that is tailored towards the taste and preferences of the consumers. This paper examines how the different internal factors have influenced my decision making and engagement in the gym facility at SportUNE.
The paper will also highlight the consumer decision-making processes, the marketing strategy for the gym and the relevance of the internal factors on the use of the gym facility at SportUNE. Consumer Behaviour Introduction The consumer decision-making process has tremendously influenced my perception of the gym facility at SportUNE. The Gym facility targets the audience who would like to attain physical fitness and hence boost their health. Having realized the importance of consumer behavior in the selection of a product or service, the SportUNE management decided to introduce a gym facility that is equipped with materials that can satisfy the needs of the consumers in regards to the achievement of their health goals.
Through creating a sustainable environment within the SportUNE, the learning institution has boosted my engagement in the gym facility. The internal factors such as consumer motivation, perception, attitudes, personality, and consumer involvement can have played a great role in the demand for the gym facility at the institution. Consumer Decision-Making Steps There are several critical consumer decision-making steps that have influenced my selection of the gym facility as the preferred way of achieving my health goals: Need Recognition The first step that I undertook is to recognize the need to boost my health through physical training at the institution.
Need recognition is crucial since it enables a consumer to identify the motive of purchasing and using a particular product or service (Koufaris, 2002). I, therefore, realized that I needed to keep my body healthy through physical training. Information Search The next step of consumer decision making that I undertook at SportUNE is to look for viable information about the location where I could satisfy my need.
I searched online for information about the various sporting activities that were being offered at the University of New England. The findings of my research revealed that there were several sporting activities such as the gym, tennis court, badminton courts, basketball courts and the wall climbing sport. I also found out that the complex was offering stat- of-the-art sporting facilities with the aim of attracting the consumers who are mainly the learners at the university.
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