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Riyaan is a buddying entrepreneur and fitness enthusiast. He plans to open a gym in his
city. He wants to be a little sure of his return on investments and conducts a survey. He
asks respondents to express their preference for an active and healthy lifestyle using a 7
point scale: 1 = not at all preferred, to 7 = greatly preferred (VI). They were also asked to
indicate the importance of the following variables on a 7-point scale: 1 = not at all
important, to 7 = very important.

V2 = enjoying nature
V3 = relating to the weather
V4 = living in harmony with the environment
V5 = exercising regularly
V6 = Meeting with people

The sex of the respondent (V7) was coded as 1 for females 2 for males. The location of
residence (V8) was coded as: 1 = midtown/downtown, 2 = sunburbs, and 3 = countryside.
The data obtained are given in table. Should Riyaan open the gym? If yes, which location
should he open the gym. What should he show in his business communication to attract
the targeted population? Should the gym be Unisex?

Dr. S. K. Pandey prepared this case as an illustration of a marketing concept. This is copyrighted material intended to be used exclusively by Dr.
Pandey. To order copies or request permission to reproduce material, write to the author at sk.pandey@iimrohtak.ac.in. No part of this publication
can be reproduced, stored in a retrieval system, used in a spread sheet or transmitted in any form or by any means – electronic, mechanical,
photocopying, recording or otherwise – Without the permission of the author.