CU 5007MKT Marketing Insight - Coursework 2 (Fitness and Wellness Industry)

Module No: 5007MKT

Module Title: Marketing Insight

Coursework 2 of 2 (50% of total module mark)

Report Word Length: maximum 4000, excluding references and abstract

Reflection Word Length: maximum 500 words

Submission: 3 March 2026

Background

The fitness and wellness industry in Singapore has undergone significant evolution over the past decade, with an annual growth rate of 6.4% (Statista, 2024). High urban stress levels, increased health  awareness post-COVID-19,  and  a growing middle-class have contributed to a boom in boutique fitness studios, yoga and Pilates centres, and hybrid wellness hubs.

Despite strong demand, the market is becoming increasingly competitive. While global franchises  such  as  Anytime  Fitness   and   F45  have   captured  market   share  through convenience and brand recognition, smaller independent wellness studios struggle to retain customers amid price competition and rapidly shifting lifestyle trends.

Wellness Junction, a mid-sized wellness studio in Singapore offering yoga, HIIT, and nutritional consultation services, has observed fluctuating membership renewal rates. The leadership team is keen to explore how pricing, instructor engagement, mobile app features, and brand community influence customer retention and long-term loyalty.

Task

You have completed conducting online surveys among customers of Urban Grounds. Respondents were randomly selected from the company’s loyalty programme database. An initial invitation email was sent with a survey link, followed by two reminder emails. Out of 23,800 invited, 310 respondents completed the survey.

Project Requirements

You  are  to  write  a  marketing  research  report  for  Wellness  Junctions ’  management addressing all the factors in the study - price, advertising, brand image, service quality, and customer retention. The report should identify up to  10 themes aligned with the research objectives and include a maximum of three focus group questions per theme. Conduct appropriate statistical analyses to determine the significance of each factor in predicting customer retention. Analyse differences based on gender, age, household income, and working status. Conclude with insights and feasible recommendations and discuss the limitations of the research.

Learning Outcomes Assessed

1.   Develop and design research to address a given business scenario.

2.   Design  quantitative  and  qualitative  research  instruments  to  address  a  research problem and apply data analysis techniques to find valid insights.

3.   Conduct  a  marketing  research  project  and  critically  analyze  the  findings  and recommend solutions.

Contents ofthe Marketing Research Report

1.   An  abstract  (max  250  words)  summarising  the  industry  background,  business problem, research objectives, and key findings and recommendations (not included in word count).

2.   The main report (~4000 words ±10%)

•   Introduction:  Context  of  the  fitness  and  wellness  shop  industry,  business challenge at Urban Grounds, research aims.

•   Qualitative Research: Up to  10 themes and 3 questions per theme for focus group discussions.

•   Literature Review: Coverage of the research constructs (price, service quality, etc.), hypotheses development, and a conceptual framework.

•   Methodology: Research and sampling methods, respondent demographics.

•   Results and Analysis: Reliability tests, findings of statistical tests.

•   Discussion:   Theoretical   implications,   actionable   recommendations   for management.

•   Limitations of the research study.

Reflection Report (500 words ±10%)

To                be                submitted                separately.                 Should                cover

•              Most              satisfying              aspects              of              the              project.

•          Problems          encountered          and          how          they          were          solved.

•                                                          Useful                                                           resources.

•                  Insights                  gained                  about                  the                  module.

• What you would do differently.

Note:  Use  the  survey  questionnaire  in  Appendix  1 for  SPSS  data formatting  and statistical analysis. Do not attach the questionnaire in your report.

Each student must complete the peer evaluation form in Appendix 2 and include it in their reflection report.