Consumer Behaviour - SportUNE Group Fitness Classes - Case Study Example

Consumer Behavior Name: Institution: Consumer Behavior Group Fitness Classes SportUNE is one of the many organizations that offer unique support to the surrounding universities as well as the community. The organization appeals to its clients and the community through applying unique leadership practices by ensuring that the people understand the importance of maintaining a variety of high value sporting, fitness, and health facilities as well as sports and exercise. Among the many sports organizations that have been introduces into the Australian fitness and exercise supply chain, SportUNE has recorded exemplary services evident through its diverse clients in universities and diverse communities (Group Fitness Classes, 2017). The company derives its success from a number of factors particularly the decision making approach regarding important aspects of its activities. In the group fitness classes, experienced fitness professionals employ various strategies that will ensure the clients experience wellbeing and health. However, the decision making process in this level is limited to a number of elements within the supply chain that prove relevant while making informed choices. Reference Groups More often, the surrounding community poses great effect to the way people make important decisions regarding their life. Sociologists identified with the concept of social groups as a standard for evaluating attitudes and behaviors among people of distinct qualities. In this case, the reference group typology as well as the interpersonal influences creates a significantly higher impact on the ability to identify problems that ultimately reflects on the aptitude of making informed decisions (O’Fallon & Butterfield, 2005). The social nature of people allows them to interact and en gage in various interpersonal relationship channels. Some channels are often devoid of the differences people display that include gender, nationality, race and class. Therefore, it is likely that the relations based on interpersonal control step into the attitude and the behavior of societies affecting their expressive values and opinions. The primary reference group creates the most significant impact. In sportUNE group fitness classes, the reference groups play an important role in encouraging participants to pursue exercise that leads to overall fitness. Among the activities and programs that the organization offers is known as Pilates. Under this program, people are able to experience rehabilitation apart from the determined fitness objectives (Group Fitness Classes, 2017). While making a decision to pursue rehabilitation through this program, it is likely that the reference groups may prevent persistent determination and motivation of the pursuant. Reference groups are associated with certain levels of critique, recommendation or experience. Through such propositions, people are able to develop a negative perception about the Pilates program that often seeks to expand their postural awareness abilities. Reference groups invoke the reasoning ability of possible participants of the program by questioning the reasons for engagement. They ay offer additional support or alternative approaches affecting the decision-making abilities. Family The family plays an important role in personal decision-making process considering the association and closeness that exists among them. Sociologists affirm the presumption that decision-making abilities are developed from the family level and expand through the course of life. In this case, the decision-making steps that are involved stem from simple and perceivable concepts, as they develop intrinsically to assist the person interpret complex issues (Trevino, 1986). With developed levels of trust in the family structure, it is likely that any experience and knowledge acquired during young age is still applicable. Household members also assume a relevant role in shaping the decision-making abilities in people. Within families, there are people who play the role of gathering information about important issues while others influence pursuit of certain activities. In the contemporary setting, influence of the family in decision-making is often associated with a wave of conflicts. For instance, conservatives are likely to concentrate on affordable and economic decisions. While pursuing the sportUNE group fitness classes, it is likely that the family may affect the choice of classes. In highly unstable and decentralized family settings, it is possible to identify a state of depression, anxiety or anger among the family members that threatens desirable growth. In this case, the decision to pursue classes is accelerated by the need to relieve stressful emotions and feelings developed through family interactions. Through a thought process, people are able to reflect on the ways of relieving stress such as physical therapy and emotional counseling. Aspects such as yoga have proven to be effective therapeutic interventions that practitioners recommend. Through the group classes, people are able to feel a sense of belonging and eliminate any form of tension within them. However, to some, it is impossible to attend such lessons owing to the nature of responsibility that is accorded to them. Most of the group fitness programs are quite demanding that may divert the attention of the participant from the family (Group Fitness Classes, 2017). It affects family care and cohesion therefore may appeal to the aspiring participant to make a decisive decision or employ planning. Social Class Social class defines people who are stratified based on concepts of wealth, power, education, occupation and belonging within the community. Sociologists consider the component of wealth as the determining factor for social classes. In this case, the three divisions within social class include upper class, middle class and lower class. Various perceptions that illustrate the existence of such conditions often prevent people from making informed and desirable decisions (O’Fallon & Butterfield, 2005). Most of the groups that are affected by the concept are the younger generation susceptible to instances of peer pressure. Peers are people who are considered to be within similar social levels. Some people use this concept as a basis for making personal decisions considering the presumption of having similar experiences. Similarities in values and comparable outlook regarding life decisions are visible among social classes therefore rendering them vulnerable to the consequences. In accessing the services offered by sportUNE, it is likely that people within a certain social class may display collective approach. The discernment that certain group based programs and activities are popular among certain social classes prevents people from making informed decisions based on the activity that might yield the best results. The sociological theories and models of social class act as a basis for making important life decisions. Similarly, the attraction for prestigious events and experiences blinds them to the advantages of diverse exercise and fitness. For instance, people may make a decision to pursue body balance as well as RPM to build flexibility and strength because of the possibility of employing music to create holistic exercises that brings the body into a state of synchronization and equilibrium (Group Fitness Classes, 2017). People of such classes may tend to divert from the total body workout and total body blast that is associated with high interval classes and limited options. Cultural and Sub-Cultural Aspects The value placed on cultural and sub-cultural aspects often interfere with the ability of people to make decisions considering the limitations that exist. The general cultures and traditions regarding the decisive nature of people are often shared imperfectly around the community and passed on to the successive generations. An initial perspective of the concept is visible across diverse cultures where people made judgments and choices based on the values and attitude orientations. Cultural differences within the social networks as well as the interpersonal situations that people experience within institutions restrict them to the ability of broadening their thought process and invoke their minds to making desirable decisions (O’Fallon & Butterfield, 2005). Cultural and sub-cultural aspects are intended to manage the level of overconfidence and freedom that people may display as they decide on important aspects of their lives. While trying to join the set of fitness services offered by sportUNE, it is likely that some cultural aspects may prevent total incorporation. For instance, some cultures often prohibit the actualization of activities among women and men that intends on limiting the interaction. The aquarobics classes often involve aqua activities that require people to have the desirable attire (Group Fitness Classes, 2017). As much as people from certain cultures may desire to enroll for the program, it is impossible because of the limits present. The Chinese education system for instance encourages students in universities to follow traditions and precedents as a method of preserving their cultures. In this case, their ability to make decisions based on the current situations is constrained because of the traditional perceptions and values. Some students experience health related issues because of their inability to enroll for exercise and fitness programs offered by the institution. Applying the decision model to dictate the principle of choice derails and constricts the students and community members from reaching full potential. Opinion Leader Opinion leaders have become common aspects in the community owing to their ability to influence the attitudes, behaviors and opinions of people regarding certain products. They are members of a small social group that influence the member of the group therefore acting as intermediaries. Opinion leaders often reach out to the consumers through the friends and relatives convincing them to make decisions regarding certain products and services. They may also use the word of mouth that works in influencing a chain of people regarding certain services (Trevino, 1986). To achieve influence on decisions, the opinion leaders often contain the technical competence and knowledge considering their ability to make wise decisions and work under a clear guideline regarding the needs of the consumer. They also display an undying willingness to help improve the community by ensuring that their backgrounds correspond to that of the consumers. While trying to enroll for the programs offered by sportUNE group fitness classes, opinion leaders are likely to develop an array of reasons why consumers should apply or ignore the concept. For instance, opinion leaders may reflect on the importance of body combat services offered by sportUNE before influencing people’s decisions (Group Fitness Classes, 2017). As much as the body combat lessons may offer cardio workout and foster healthy living, it is likely that the program expands the ability to experience advanced security procedures through training. As much as the consumers would want to lose calories, they need to be assured of personal security. In this case, karate, boxing, tae kwon do, tai chi, strike, punch, kick and kata are considered unique fighting skills in diverse cultures. Through appealing to the security elements, opinion leaders are able to interfere with the decisions students and community members make. References Group Fitness Classes. (2017). Sportune.com.au. Retrieved from http://sportune.com.au/group-classes/ O’Fallon, M. J., & Butterfield, K. D. (2005). A review of the empirical ethical decision-making literature: 1996–2003. Journal of business ethics, 59(4), 375-413. Trevino, L. K. (1986). Ethical decision making in organizations: A person-situation interactionist model. Academy of management Review, 11(3), 601-617. Read More