“A Study on Customer Attitude towards Purchasing of Membership at a Luxury club”

For

“The Poona Western Club”

SUBMITTED TO

“SAVITRIBAI PHULE PUNE UNIVERSITY”

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF

THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION (MBA)

By

MR. SHIVAM SANJAY BHANDARI

(Batch 2018-20)

MASTER IN BUSINESS ADMINISTRATION

Under the guidance of

Prof. RISHIKESH KUMAR

THROUGH

S.B.PATIL INSTITUTE OF MANAGEMENT NIGADI,

PUNE-44

1
 DECLARATION

I undersigned, hereby declare that the Project Report entitled “To Study of Customer Attitude

Towards Purchasing of Membership of The Poona Western Club at Pune”. Written and
submitted by me to the SavitribaiPhule Pune University, in partial fulfilment of the requirement for the
award of degree of Master of Business Administration under the guidance of Prof.RISHIKESH

KUMAR.

This project is my original work and the conclusion drawn therein is based on the material collected by
myself.

Place: Pune SHIVAM SANJAY BHANDARI

Date: Student

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 ACKNOWLEDGEMENT

I consider it a privilege to express a few words of gratitude and respect to all who guided and inspired me in
successful completion of this project.

I would like to thank Miss. Shruti Jahagirdar(CEO, The Poona Western Club) as a company Project Guide
for guiding me at every stage of the project with new ideas and innovations. I am extremely grateful to him
for sparing out time for me even after tide to his busy schedule.

It is my sincere duty to do my best, so as to recognize as one amongst the most successful professional,
which I always strive to be. This brings along and frame to my beloved institution, the S. B. Patil Institute
of Management.

I also extend my particular thanks to our Director Dr. Daniel Penkar and my Project Guide Prof. Rishikesh
Kumar for guiding me in my project. I would also like to thank all the teaching and non-teaching staff
members and all others who helped me directly or indirectly in the successful completion of this project.

My sincere thanks to the entire team of The Poona Western Club as well as my fellow colleagues who
supported me throughout my internship period.

There is no love like parents. I pay my most sincere regards to my parents, deserves a very special word of
appreciation for their invaluable support, encouragement and painstaking efforts without which this goal
would have been a much difficult.

SHIVAM SANJAY BHANDARI

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 INDEX

Sr. Content Page

No. No.

1 Executive Summary and Theoretical 5-13

Background

2 Profile of the Organization 14-17

3 Research Design and Methodology 18-22

4 Analysis of Data 23-38

5 Findings, Conclusion and Suggestions 39-41

6 Bibliography 42

7 Annexure - (Questionnaire) 43-46

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 CHAPTER – I

EXECUITVE SUMMARY

AND

THEORETICAL BACKGROUND

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 EXECUITVE SUMMARY

This project mainly deals with consumer attitude for buying Luxurious club membership. The Poona
Western Club is a privately-owned club, developed by Enerrgia SKYi Developers, located inside the SKYi
Songbirds community. Spread over 6 acres, it is a premium lifestyle facility with the best-in-class
infrastructure & amenities.

Customer attitude is a composite of a person's beliefs about, feelings about, and behavioural intentions
toward your business. Based in past experience with your business and those of your competitors,
understanding customer attitudes can help you monitor and change their intentions about doing business
with you

The willingness of a customer to buy a certain product or a certain service is known as purchase intention.
Purchase intention is a dependent variable that depends on several external and internal factors.

The plan in which a person intends to buy a particular goods or service sometime in the near future. The plan
is to buy an item but the timing is left to the individual to plan.

The study was conducted at The Poona Western Club.

A sample size of 30 respondents was taken for the study, whose responses was studied and interpreted. The
sampling design was used convenient sampling. The process of analysis was done through excel sheet, pie
chart, Survey Monkey, etc.

This study was basically concern with customer attitude towards Membership of the club. The basic behind
carrying this study was to study the customer’s attitude towards investment in luxury Products.

After completing this study it was found that maximum respondents are having the Club Memberships, it
was found that price and facilities is major factor which are consider by the customer at the time of
purchasing the membership. The service and facilities are most considerable parameters at the time of
selecting clubs.

After going through this study I would recommend The Poona Western Club that actively participate and
organize Events, Keep Family engaged,& forms unique personalities etc.

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THEORATICAL BACKGROUND:

1. Clubs
A club is an association of two or more people united by a common interest or goal. A service club, for
example, exists for voluntary or charitable activities. There are clubs devoted to hobbies and sports,
social activities clubs, political and religious clubs, and so forth.

2. Customer attitude
It is a composite of a person's beliefs about, feelings about, and behavioural intentions toward your
business. Based in past experience with your business and those of your competitors,
understanding customer attitudes can help you monitor and change their intentions about doing
business with you.
Customers Attitude
Knowledge and positive and negative feelings about an object or activity-maybe tangible or
intangible, living on non-living....Drive perceptions individual learns attitudes through experience
and interaction with other people.
Consumer attitudes toward a firm and its products greatly influence the success or failure of the
firm’s marketing strategy.
Attitudes and attitude change are influenced by consumer’s personality and lifestyle.
Consumers screen information that conflicts with their attitudes. Distort information to make it
consistent and selectively retain information that reinforces our attitudes. IE brand loyalty.
There is a difference between attitude and intension to buy (ability to buy)

3. Introduction

As the city expands towards the western side of Pune, so should the facilities and services to make
the area a go to destination for all Punekars. The Poona Western Club is the answer to this demand

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 The PWC is privately owned club developed by EnerrgiaSkyi developers a club was conceptualised
and brought in to being when developers felt the need for better amenities, sport facilities and family
entertainment spaces on the western side of Pune.

The PWC is run and managed by an independent hospitality wing of the EnerrgiaSkyi Developers
and by young and passionate team of individuals who wish to bring a change in the way people
engaged and interact with sport art and business. We intent to constitute various committees of
members to curate the offerings of the club. It is our endeavour at the club to make it not only a
service but a privilege for our members and experience for everybody who visits us.

4. Channel Partners

Channel partners are agencies, which take complete responsibility of selling an absolute or a part of a
number of club memberships. The selling services are designed but are not limited to a pre-agreed
duration, for which these channel partners receive a set fees or commission for the rendered services.

5. What does a club offer?

Mainly there are four offerings which club offers to its customer that are :-

 Art, Culture, and Music

Art :-Art is difficult to put in words. It encompasses everything that we feel. Research has
shown that art affects the fundamental sense of self art has the power to alter one’s perception
of life that’s why people find inspiration, nudge their curiosities and share their visions
through art.

Culture :- Since Pune has been known for it’s rich culture and love for literature and classical
music. The Marathi literature is standing testimony to its glorious history from classical music
to instrumental and jazz music, from poetry, theatre, painting to sculpting

Music :- The true beauty of music is that it connects people. Someone said that music speaks
what cannot be expressed by words. Music heals heart and makes it whole, flows from heaven
to the sole. It has the power to culturally morally and emotionally influence our society.

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  Business Networking
Talks :-Talk can be anything like debates, Panel discussions and Motivational talks. You can
have a talk with leading entrepreneurs and business leaders. Perhaps you will find the missing
links which will help to take your business to the next level.

Creating opportunities for success :-Clubs are perfect platform for corporates , marketers
and entrepreneurs to market their products. You can use clubs for training and team building
sessions. It’s the perfect place to create and share business ideas and forge alliances.

Networking Events :-Successful entrepreneurs will always be in front of their competition

because they have made an impact, networking provides an opportunity for the impact
 Sports
There are lot of sports facilities which are available at one station and that is clubs.
Cricket
Swimming
Tennis
Badminton
Gymnasium
Football
Table-Tennis
Squash
Indoor Games

 Food and Beverages

Restaurant
Bar
Tea Houses

6. Why is it needed in today’s times:

 To maintain a healthy lifestyle and a status in the society.
 It will give you entertainment, enjoyment and it helps to engage family members.
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  It Cuts you from daily stressful and monotonous life
 From a sporting angle, attracting the most focused and dedicated players will improve the
overall quality of your teams.

7. Benefits of buying a premium luxury Club Membership:

Are you thinking of buying premium luxury club membership? If you are new to the market, this
may be a tedious and time consuming task. Even though you are ready to shell out the money to buy
a lavish club membership that enhances your personality and your financial portfolio, choosing the
right club is one of the toughest decisions you will have to make. Especially with the rising club
membership costs, this is an investment that must be able to reap rewards in the long run.

There are many things under one roof :

 You can have food and beverages

 You can schedule business meetings in the club
 You can join or organise an event which will be helpful for society.
 You can organise sports tournaments in the club.
 You can spend a good time with your family and friends
 Club have indoor as well as outdoor activities which helps to live your sportsmanship alive.
 There are many events which keeps entertain you.
 It is a premium lifestyle club.

8. Types of target audience :

In club there were hundreds of people visits daily, to use the facilities. And to keep them engage
clubs search for people who are same like them, who helps to grow in their field.
Types of Target audiences :
 Couples
 Families
 Military
 Navy
 Senior Citizens
 Professors
 NRI\

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9. How Clubs reach at their target audiences?
One of the major advantages of working with a full-service marketing agency is the ability to more
effectively target your desired demographics.
 By organising Events
 Spreading Leaflet in particular area
 Calling Particular persons
 Referrals by members
 Sports coaching audience
 Digital advertisers / Google ads
 Website / Application

10. GST Impact on Club Membership

Before July 2017 there was service tax which is of 14.5 % on luxurious products.
And now there is a GST which costs of 18% of GST.
So off course there is a lot of impact happening in the market.

11. Pitch for variety of customers:

While delivering pitch for variety of customers first we shuold understand needs of various customers,
and form a sales which will be effective for the customers.
 Welcome Customer
 Walk in customer Journey
 First Impression
 Presentation of club
 Location / architecture / Philosophy
 Club Tour
 Membership details
 Thanking part (Broacher)

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 CHAPTER - II

PROFILE OF THE ORGANISATION

Proprietor Name: - Abhijit Jagtap

Establishment Year: - 2018

Size of firm: - Small Scale

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 1. Name:

The Poona Western Club

2. Size of company:

Small Scale Company

3. Date of establishment

December 2018

4. Website

www.thepwc.club

5. Phone Numbers

020-71967655

6. Address

Survey No.274/1, SKYi Songbirds premises, Behind Daulat Lawns, Bhugaon, Bavdhan, Pune, Maharashtra
412115

7. Mission
 To make the selling of Club Membership as cost effective as possible while maintaining the highest
level of service.

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  To promote and provide playing opportunities to individuals at all abilities and ages and to enhance
the sporting experience of club members

8. Firm Belief

The Poona Western Club, a premium lifestyle facility, invites you to be a part of an exquisite group
that celebrates the spirit of fine living with a plethora of exclusive amenities and indulgences. It is our
firm belief that sport, art and music have a profound impact on an individual's life. Exposure to such
an environment is a catalyst in creating unique personalities, better individuals and happy families.

9. How do we accomplish our Mission and work towards our Vision?

 This can be summed up with two words, service and facility.

 As a company we make an investment in our people. We encourage and support training and courses
at all sports games.
 We invest in technology to enable us to be more efficient and to deliver more comprehensive
information to our clients in a timely and cost effective manner.
 We invest in our clients with the provision of strata council specific support material, regular
newsletters and timely seminars on important topics.
 We encourage feedback from our clients and the community to help us to measure how we are doing
and to ensure we are offering the services in a manner that best suits our clients’ needs

10. Future plans of the company:

 To make tie up with top rated clubs all over india.
 We are planning to open our next club in forest side of bhukum.
 We will organize more events at a higher level.
 We will work for the position or rank no. 1.

11. Our Story :

The Poona Western Club is a result of conscious & careful planning to create positive spaces for
different individuals to interact. We believe that meaningful human interactions with architecture and

14
technology enrich an individual’s quality of life. The spaces we inhabit, influence how we act and
how we feel.

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 CHAPTER –III

RESEARCH METHODOLOGY

Research Methodology definition-

Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It comprises
the theoretical analysis of the body of methods and principles associated with a branch of knowledge.
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3.1 Objectives of research:-

 To study the customers attitude towards investment in The Poona Western Club.
 To study the impact of location and price on The Poona Western club membership sell
 To study the market segmentation of The Poona Western Club Members.

3.2 DATA COLLECTION:

The collection of data from surveys, or from independent or networked locations via data capture, data entry
and data logging.

Data collection is the process of gathering and measuring information on targeted variables in an established
systematic fashion, which then enables one to answer relevant questions and evaluate outcomes. The data
collecting components of research is common to all field of study including physical and social sciences,
humanity and businesses. While methods vary by discipline, the emphasis on ensuring accurate and honest
collection remains the same. The goal for all the data collection is to capture quality evidence that then
translate to reach data analysis and allows the building of convincing and credible answer to questions that
have been posed.

Data collection methods:-

1. Primary data
2. Secondary data

Out of these two methods I have used both for the study which is under:

 Primary data is original research that is obtained through first hand investigation.

Source of primary data:

There are three types to collect primary data.

1. Questionnaire method
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 2. Interview method
3. Scheduled method
These project report follows questionnaire as well as interview method.

Questionnaire: research being significant part to study of real estate. Questionnaire is frequently used
to find out about people and business. Different types of questions are used for designing a
questionnaire.
The type of question in a questionnaire depends on the type of information the researcher is
looking for, and how the information fulfil the goal of the research. Basically there are two types of
question, open ended question and close ended questions

This project report is having close ended questions and some open ended questions.
Close ended questions: here respondent is restricted to choose among any of the given multiple
choice answer.
And one open ended question, here respondent is free to give answer.

Source of secondary data:

There ismuch type of secondary data.

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For example,

 Client’s information.
 Periodicals and newspaper.
 Publication and report.
 Internet.
 News and media, television.
 Past data of company

Sampling:-

1. Simple random sampling

In this case each individual is chosen entirely by chance and each member of the population has an equal
chance, or probability, of being selected. One way of obtaining a random sample is to give each individual in
a population a number, and then use a table of random numbers to decide which individuals to include.

Universe and sample size of the research:

In my research finite universe is applied for completing research reports.

In finite universe the number of items for research is countable and we have proper idea about the total
number of item.

Sample size: this deals with the number of item selected from the universe to comprise a sample. The size
should be optimum, neither excessively large, nor too small.

This project report has sample size of 30 questionnaires which is filled by company’s client for the purpose
of completing research and achieving the objectives of research.

Research Areas:
Pune city.

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Bavdhan, Katraj, Pimpri Chinchwad, wakad, Hinjawadi

Method of Research : Descriptive research

Sampling technique Convenience sampling

Sample Size : 30

Samplings Areas : Pune

Primary Data : Responses through questionnaires

Conducted personal interviews
with the respondents.
Secondary Data : Websites.
News papers
Research tool Questionnaire

Scope of the Study:

The project was undertaken to understand various aspect on customer attitude to buy Cub Memberhip & in
reference to The Poona Western Cub.

The area of this research work was in Pune in Maharashtra. The time duration of my project was from
15/05/2019 to 20/07/2019 .The study was done for the customer who is investing in luxury clubs from pune.

Limitations of the study

1. The time duration of this survey was 60 day only.

2. Rainy season was main hurdle for this survey.
3. The response from the respondents was fair enough but not up to the mark or enough.

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 CHAPTER -IV

DATA ANALYSIS AND INTERPRETATION

1) What is the age of the respondent?

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Table No. 4.1

AGE NO OF RESPONDANT PERCENTAGE

Below 18 3 9%
Between 18-30 years 13 41%
Between 30-50 years 10 31%
Above 50 years 4 19%
Total 30 100%

AGE
below 18
above 50 9%
19%

between 18 to 30
41%
between 30 to 50
31%

Graph No. 4.1

Analysis:

From the above pie chart it can be analysed that 9% of the respondents are between age group of below 8.
41% are between 18-30, 31% are between 30-50 and the other 19% and above 50.

Interpretation:

According to research, person having age group between 30 to 50 they are Interested in the club
membership.

2) What is gender of respondent?

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 Table No. 4.2
Gender No. of Respondent Percentage
Male 20 74%
Female 10 26%
Total 30 100%

GENDER

female
26%

male
74%

Graph No. 4.2

Analysis:

From the above pie chart it can be analysed, 74% are male and 16% are female are able to purchase Club
membership.

Interpretation:

According to research, ratio of men is higher than women for buying Membership.

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 3) Occupation of the respondent ?

Table No. 4.3

Occupation No. of Respondent Percentage
Job 14 30%
Business 9 51%
Retired 3 14%
Other 4 5%
Total 30 100%

OCCUPATION
Other
13%

Retired
10%
Job
47%

Business
30%

Graph No. 4.3

Analysis:

People who are doing Job having higher percentage which is 47%, 30% of people having Business, and 10%
people got retired from their service, 13% people doing other respectively.

Interpretation:

There were multiple types of members in the club who wanted to have membership.

4) Where do u stay?

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 Table No. 4.4

Location No. of Respondent Percentage

In Pune City 12 40%
Out of Pune city 6 20%
Songbirds Society 8 27%
PCMC 4 13%
Total 30 100%

LOCATION
PCMC
13%

In Pune City
40%

Songbirds Society
27%

Out of Pune
20%

Graph No. 4.4

Analysis:

According to research, there are 40% of people who are living in pune city, 20% people are fromout of pune,
27% people are from Songbirds society and 13% are from PCMC

Interpretation:

From sample size of this project there were people coming from various locations to buy
memberships

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 5) How did you come to know about The Poona Western Club.

Table No. 4.5

Contacts No. of Respondent Percentages
Social Media 9 45%
Reffered by friend or family 11 29%
member
Events 6 16%
Other 4 10%
Total 30 100%

Contacts

Other
10%

Events
16% Social Media
45%

Reffered by friend
or family member
29%

Graph No. 4.5

Analysis:

45% of respondent got the information about club from Social Media, 29% people got information from
Referral, 16% people know because of events and 10% people got information from Other.

Interpretation:

Social media is the main source whois providing information to the members.

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 6) Are you sports active person?

Table No. 4.6

Answer No. of Respondent Percentage

Yes 16 53%
No 14 47%
Total 30 100%

SPECIFICATION
0%

No
47%

Yes
53%

Graph No. 4.6

Analysis:

There are 16 sportsman people which is of 53% and 14 non-sportsman which is of 47%

Interpretation:

There are many sportsman people who aremembers of the club.

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 7) How many people are there in your family?

Table No. 4.7

Famiy Count No. of Respondent Percentage
1 0 0%
2 7 23%
3 14 47%
4 6 20%
More than 4 3 10%
Total 30 100%

Family members
More than 4 1
10% 0%
2
23%
4
20%

3
47%

Graph No. 4.7

Analysis:

There is 0% of people who is single in the house, 23% people having 2 Members in the family, 47% people
having 3 members at family, 20% people having 4 members in the family, and 10% people have more than 4
people in family

Interpretation:

As most of people have 3 members in the family.

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 8) Overall ambience of the club?

Table No. 4.8

Particulars No. of Respondent Percentage

1 0 0%
2 0 0%
3 2 7%
4 15 50%
5 13 43
Total 17 100%

SPECIFICATION
1
2 3
0% 7%

5
43%

4
50%

Graph No. 4.8

Analysis:

In that 50% people liked the ambience of the club.43% people rated 4 and there were 7% of people rated 3
and no one is rated for 1 and 2

Interpretation:

Everyone who is visiting the club are liking the club mostly.

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 9) In which offering you are interested most?

Table No. 4.9

Offerings No. of Respondent Percentage
Sports 11 37%
Art, Culture & Music 10 33%
Business Networking 7 23%
Food & Beverages 2 7%
Total 30 100%

OFFERINGS
Food & Beverages
7%

Business
Networking sports
23% 37%

Art, Culture &

Music
33%

Graph No. 4.9

Analysis:

Every people have different choices, 37% people liked sports, 33% people liked art, culture & music, 23%
people liked business networking and 7% people liked the food and beverages at the club.

Interpretation:

There are most of the people who liked sports in the club.

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 10) How satisfied are you with the information given by the staff of the club?

Table No. 4.10

No. of Respondent Percentage
1 0 0%
2 1 3%
3 1 3%
4 10 34%
5 18 60%
Total 30 100%

STAFF
1 2 3
0% 3% 3%

4
34%

5
60%

Graph No. 4.10

Analysis:

There are 34% of people who rated 4 and 60% people who rated 5 and there are very few who don’t like the
staff.

Interpretation:

Every customer at the club is handled by staff of the club.

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 11) Which membership category you would like to take?

Table No. 4.11

Rate Per Square Ft.in Rs No. Of Respondent Percentage

Gold 6 20%
Platinum 10 33%
Permanent 7 23%
Life 5 17%
Need More time to decide 2 7%
Total 30 100%

Need more
time to Membership Categories
decide
7%

Gold
Life 20%
17% Gold
Platinum
Permenant
Permenant Life
Platinum
23%
33% Need more time to decide

Graph No. 4.11

Analysis:

20% of people want to take gold membership, 33% people want to take platinum, 23% people want to take
permanent membership and 17% of people who want to take life membership.

Interpretation :

There are most of people who want to take platinum membership.

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 12) What is investment range of the respondent?

Table No. 4.12

Investment range No. Of Respondent Percentage
1 to 2 Lakh 6 20%
2 to 4 Lakh 11 37%
4 to 6 Lakh 7 23%
6 to 8 Lakh 3 10%
Need more time to decide 3 10%
Total 30 100%

Need moretime
Membership Charges
to decide
10%
6 to 8 Lakh
10%
1 to 2 Lakh
20%
1 to 2 Lakh
2 to 4 Lakh
4 to 6 lakh
23% 4 to 6 lakh
2 to 4 Lakh
37% 6 to 8 Lakh
Need moretime to decide

Graph No. 4.12

Analysis:

20% of people want to invest 1 to 2 lakh, 37% of people want to invest 2 to 4 lakh, 23% people want to
invest 4 to 6 lakh, 10% of people want to invest 6 to 8 lakh and 10% people have not decided yet.

Interpretation:

37% people want to invest 2 to 4 lakh, so platinum membership everyone is choosing.

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 13) What will be the payment mode if you want to take membership?

Table No. 4.13

No. of Respondent Percentage
Online Money Transfer 7 23%
Cheque 14 47%
EMI 8 27%
Card Payments 1 3%
Total 30 100%

MODE OF PAYMENT
Card Payments
3% 0%

EMI
27%

Cheque
47%

Graph No. 4.13

Analysis:

23% people want to choose online money transfer mode for payment, 47% people want to pay through
cheque, 27% people want to choose EMI facility and 3% people want to make card payments.

Interpretation:

There are many people who want to make payments through cheques.

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 14) How likely would you recommend the club to your friends and family?

Table No. 4.14

No. of Respondent Percentage
Most Likely 23 79%
Somewhat likely 6 21%
Not Likely 1 0%
Total 30 100%

CONFIRMATION
Somewhat likely
21%

Most likely
79%

Graph No. 4.14

Analysis:

79% People will recommend club to their friends and family and 21% people will recommend somewhat
likely.

Interpretation:

Most of people who visited the club they definitely like the club so off course they recommend to
their friends and family.

35
 CHAPTER -V

Findings, Conclusion & Suggestions

36
5.1 Findings
1. From the above pie chart it can be analysed that 9% of the respondents are between age group of
below 8. 41% are between 18-30, 31% are between 30-50 and the other 19% and above 50.
2. From the above pie chart it can be analysed, 74% are male and 16% are female are able to purchase
Club membership.
3. People who are doing Job having higher percentage which is 47%, 30% of people having Business,
and 10% people got retired from their service, 13% people doing other respectively.
4. According to research, there are 40% of people who are living in Pune city, 20% people are from out
of Pune, 27% people are from Songbirds society and 13% are from PCMC
5. 45% of respondent got the information about club from Social Media, 29% people got information
from Referral, 16% people know because of events and 10% people got information from Other.
6. There are 16 sportsman people which is of 53% and 14 non-sportsman which is of 47%
7. There is 0% of people who is single in the house, 23% people having 2 Members in the family, 47%
people having 3 members at family, 20% people having 4 members in the family, and 10% people
have more than 4 people in family
8. In that 50% people liked the ambience of the club.43% people rated 4 and there were 7% of people
rated 3 and no one is rated for 1 and 2
9. Every people have different choices, 37% people liked sports, 33% people liked art, culture & music,
23% people liked business networking and 7% people liked the food and beverages at the club.
10. There are 34% of people who rated 4 and 60% people who rated 5 and there are very few who don’t
like the staff.
11. 20% of people want to take gold membership, 33% people want to take platinum, 23% people want
to take permanent membership and 17% of people who want to take life membership.
12. 20% of people want to invest 1 to 2 lakh, 37% of people want to invest 2 to 4 lakh, 23% people want
to invest 4 to 6 lakh, 10% of people want to invest 6 to 8 lakh and 10% people have not decided yet.
13. 23% people want to choose online money transfer mode for payment, 47% people want to pay
through cheque, 27% people want to choose EMI facility and 3% people want to make card
payments.
14. 79% People will recommend club to their friends and family and 21% people will recommend
somewhat likely.

37
Conclusion
 Customer attitude is positive towords our club membership as they have reffered
many friends and families.
 Most of the customers from all over from pune city so location Is not the problem,
connectivity is good, price compare to competitors is low, so price is not affecting.
 Most of the clients are from 30 to 50 so they are from IT background and are about to
retired and wants to participate in arts, culture and musical activities . sports activities
in their free time.

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Suggestions

Company have to organise property event due to higher number of customer can attract towards company
and it can generate awareness of upcoming events

East side of the Pune city is not aware about the club so need more marketing.

Digital marketing campaign needed.

We can offer a one month free trial to our customers so footfall will increase,and they can take decision
about buying membership at club.

After going through this study I would recommend The Poona Western Club that actively participate and
organize Events, Keep Family engaged,& forms unique personalities etc.

39
Bibliography
 Books:

Marketing management – Philip kotler

Consumer buying behavior – j. paul peter

 Search Engine

www.google.com

 Websites:

www.markingprofessors.com

www.indiatimes.com

www.thepwc.club

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Annexure

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1) What is the age of the respondent?

below 18 years
between 18-30 years
between 30-50 years
above 50 years

2) What is gender of respondent?

Male
Female

3) Occupation of the respondent?

Job
Business
Retired
Other

4) Where do u stay?

In the Pune city

Out of the Pune city
Songbirds Society
Other

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5) How did you come to know about The Poona Western Club?
Social Media
Events
Refffered by friend or family
Other

6) Are you Sports active person?

Yes
No

7) How many people are there in your family?

More than 4

8) Overall ambience of the club?

1 2 3 4 5

9) In which offering you are interested most

Sports

Art, Culture & Music

Business Networking

Food & Beverages

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 10) How satisfied are you with the information given by the staff of the club?

1 2 3 4 5

11)Which membership category you would like to take

Gold membership
Platinum Membership
Permenant Membership
Life Membership

12) What is investment range of the respondent?

1 to 2 Lakh 2 to 4 Lakh

4 to 6 Lakh 6 to 8 Lakh

13) What will be the payment mode if you want to take membership?

Online Money Transfer

Card Payments
EMI
Cheque

44