research report

GOOD TO SEE toc AND LISTS USED APPROPRIATELY.

3) DESCRIPTIVE ANALYSES (Results and interpretation):

SHOW ME THE RAW NUMBERS FOR EACH BAR ON TOP – MAY BE EASIST TO DO THIS AS INDIVIDUAL TEXT BOXES NOW TO SAVE HAVING TO RE-DO THE EXCEL GRAPH

WOULD BE GOOD TO SEE TOTAL NUMBER OF PEOPLE IN EACH GROUP (I.E. n = XXX) NEXT TO THE GROUPS

The frequency of usage of the different devices across the three psychographic segments of the customers varies significantly BE CAREFUL ABOUT SAYING “SIG” AS WE ARE NOT YET DOING A SIGNIFICANCE TEST…. First of all, if we consider the “New to health” group of the consumers, then these consumers make use of mobile devices frequently to access the Instagram page,TELL ME THE FIGURES (SEE EXEMPLAR) and they do not make much use of computers or tablets for accessing the GoGym Instagram account. If we consider the social poser and the Gym Junkie group of the consumers, then these groups of consumers also make an increased use of mobile devices to access the Instagram page INSERT FIGURES. However, the use of computers is much higher than the use of the tablets for these two psychographic groups of customers.

The main reason due to which all the psychographic groups of the customers access the Instagram page through mobile devices is that it is convenient, quick and much easier to access the Instagram page through mobile devices as compared to tablets or computers. Mobile devices have risen to the stature of a highly popular platform for communications for the current generation, which is the reason due to which there is a high frequency of using mobile devices for accessing the Instagram page. However, the most important thing to note here is that the use of mobile devices by the New to Health customers is high and this is because they are more keen to improve their health and they have recently started gyming and have more interest in gyming.GOOD INTERP.

SAME FEEDBACK AS ABOVE – SHOW RAW NUMBERS, GROUP SIZES ETC.

GIVE ME THE SPECIFIC FIGURES IN THE DISCUSSION BELOW – DO THIS FOR ALL OF THEM

WHAT ARE THE AGE RANGES?

First of all, we have created four age groups based on different age brackets. These are the teenager, young adult, a middle-aged and aged group of the customers. When we observe the time of the day during which the teenagers mostly access the Instagram page, then it can be seen that teenagers visit the Instagram page in the mornings. Similar is the case with the aged group of customers that are older than 65 years. The young adults also visit the Instagram page in the mornings and also mostly during the night. However, the middle-aged group of the customers visits the Instagram page during the midday period of the day.

There are several logical interpretations, which could be made for the different times for visiting the Instagram page. Teenagers visit the Instagram page in the morning because it is the time before their school/college begins. They probably get that time to exercise and get to know about the products and services of GoGym. Similarly, aged people do not work and stay at home. They usually wake up early in the morning and thus exercise. This is the reason they visit Instagram page in the morning. A young adult group of the customers access this in the morning which is before their office going time, and they also get time to visit Instagram account in the night after they return from their jobs. Finally, the middle ages have more busy schedules in their lives. They usually are at senior positions in organisations and have the busy schedule due to which they frequently visit Instagram page in midday probably in their offices.

WHAT ARE THESE RANGES WITH RESPECT TO TIME – 0-40 SECONDS, 41 – 80 SECONDS….REPLACE THE CURRENT RANGE GROUP NAMES WITH THESE IN THE GRAPH AND DISCUSSION

First of all, we have created three different ranges for the interaction time measured in seconds for accessing the Instagram page. These three ranges are he lower, mid and the upper range based on different time intervals. When we observe the results for males and females for interaction times, then the interaction time for accessing the Instagram account for makes is higher as compared to the females for all the three different ranges of interaction time. The difference in the interaction times is not significantly different, but men spend more time for interacting over the Instagram account of GoGym.

Men usually do more gyming than females, and this is the reason that they spend more interaction time in accessing the Instagram account. According to one of the research study, men work out twice of the women and the study further, states that one woman among six women has been regularly active in exercise since their childhood but this is not the case for males. This is the reason due to which men spend more time for interacting on the GoGym's Instagram account. Another reason for this might be higher importance by the Instagram account on the fitness of men as compared to women.

The measures of central tendency which are mean, median and mode have been computed for two psychographic groups of the consumers regarding their perception of the Instagram account. This is measured in minutes for the time spent by these groups if they have 60 minutes to visit the GoGym's, Adidas or Nike's Instagram pages. The mean time spent by the social posers on the Instagram page is 27 minutes whereas the new to health customer spend 24 minutes on average on the GoGym'sInstagram's page. Similarly, the median time spent by the social posers on the Instagram page is 25 minutes whereas the new to health customer spend 21 minutes on the GoGym'sInstagram's page. There is no repetitive value of the time spent by the new to health or social posers as the mode value is 0.

If we compare the Instagram perception of both the psychographic groups of the consumers, then we can say that the social posers have the more positive perception about the Instagram account of GoGym as compared to the new to health consumers. This is clearly evident by the lifestyle of the social posers because they frequently visit on the Instagram account to post pictures and they are just interested in pomp and show. Whereas the new to health are more enthusiastic to visit the gym for their physical fitness.

DISCUSS YOUR INTEPRETATION OF WHY MODE IS 0 FOR BOTH….

HAVE TO SHOW MEAN FIGURES AS WELL, AS THE SD IS THE SD OF THE MEAN

SHOW A BAR FOR EACH GROUP FOR MEAN AND SD

THIS WILL CHANGE YOUR SCALE AXIS

PUT ON A HORIZONTAL BAR GRAPH – GIVE THE LABEL NAME IN FULL – IE WHAT WAS THE QUESTION NAME, DON’T WORRY ABOUT HAVING YOUR SYUDENT NUMBER IN THERE FOR HERE….

The standard deviation has been calculated for the four items shown in the graph above for the Gym Junkies. The four items are item 4, 7, 8 and 10. Gym Junkies are those who regularly visit gyms for working out and have the true passion for work out. First of all, if we look at the standard deviation of item 4, then the variability is 1.725 approximately. Similar variability is observed for the item 10. Item 8 has a variability of 1.82 and finally, item 7 has the highest variability among all the four items, and it stands at around 1.95.

The variability graph above for the four items shows that item 4 and item 10 have the lowest variability of all. This means that the Instagram helps the Gym Junkie customers to make decisions about what to buy easier and this group of the consumers also care about what other people think about the Instagram account of GoGym. DISCUSS RELATIVE TO THE DISPERSION FROM THE MEAN Moreover, according to the variability of item 8, the majority of the friends of Gym Junkies use the Instagram account regularly. Finally, looking at the high variability of item 7 we can say that Gym Junkies have different perception about whether they could go without visiting Instagram account. Some think this is true while other think this is not true.

HAVE TO DO SOME NEW ANALYSIS HERE – ANALYSIS OF THE TWO VARIABLES MENTIONED….

LINK THE RESULTS OF THE ANALYSIS WITH THE RECOMMENDAITON BELOW

There are some different strategies which could be utilised by the company to increase the total number of the Instagram visits for each specific time of the day. The majority of the groups of the customers have been found to visit the GoGym Instagram page in the morning as compared to night, midday or afternoon.(SHOW SPECIFIC RESULTS) First of all, the management of GoGym needs to analyse what the competitors are doing to increase the monthly visits or increase then a number of the followers on their Instagram account.

STRATEGY MAKES SENSE, BUT HAS NO LINK WITH TIMES OF DAY ……

Another important strategic recommendation for the management is to make the Instagram account more visible. This could be done by announcing the Instagram account to the other followers on Facebook, Pinterest or Twitter(DeMers, 2016). These posts should be boosted with paid advertising, and this will not only increase the monthly visits of the customers but also increase the total number of the followers for GoGym on Instagram. For instance, one example we have is of Sony Mobile which had directed its Facebook audience to the Instagram account. A custom URL had also been provided to the customers to access the Instagram account directly through that link(Dawley, 2016). This is shown in the screenshot below:

GOOD TO SEE AN EXAMPLE – ENSURE IS LINKED WITH ADDRESSING THE QUESTION ASKED THOUGH…

We have also performed a cross tab analysis between the monthly visits of the customers and the times of the day. START WITH THIS AND SHOW RESULTSHowever, no significant relationship DON’T WORRY ABOUT SIG FOR CROSSTABS – JUST FREQUENCY has been so far observed between the time of the day and the number of the monthly visits in the first month of the launch of the Instagram account(Lazazzera, 2016). Therefore, regarding 4 P's of marketing, promotion should be done through social media on other platforms as stated above. Promotions should be posted on other websites for 24 hours a day. Other recommendations which are also used by many current fitness gyms include tagging a fitness pro with a lot of followers, consistency in the posts, looking at the analytics to roster the most followed followers, posting moving pictures and short videos and inspiring the audience with past success stories (Hitz, 2016).

JUST GRAPH THE MEAN SCORES, PUT THE SIG INFO AT THE BOTTOM OF THE GRAPH AS A FOOTNOTE – SEE EXEMPLAR

The One SHOULD BE INDEPENDENTsample t-test has been performed to test the relationship between the interaction time and the gender of the Instagram users. The test results for the female show that the mean interaction time of women on Instagram is 43 seconds approximately while the mean interaction time of males is 46 seconds. Similarly, the variability in the interaction times is higher for males as compared to females. However, the relationship of the interaction time with both males and females is significant at a level of significance of 0.05.

This is because GoGym is important for both males and females but as we have found previously also that males are more interested in gyming as compared to females which are the likely cause of the difference in the interaction time means. Men are more interested to spend longer in accessing the GoGym Instagram account as compared to the females. HAVENT TOLD ME WHY THIS COULD BE THE CASE? However, in statistical terms, their relationship with the interaction times is significant which means that they both spend a considerable amount of time in accessing the Instagram account. This might be due to the changing perception of women toward gyming and their desire for a healthy and strong lifestyle.

SAME AS ABOVE WITH RESPECT TO SIG INFO IN FOOTNOTE, RAW FIGURES, AGE RANGES ETC.

SHOULD BE MEAN PERCEPTION THEREFORE ON A SCALE OF 0-60…..YOU GRAPH AND DISCUSS THE MEAN SCORE, NOT THE SIG PROBABILITY….

The One Way ANOVA test has been performed to test the perceptions of the Instagram across the four age groups. The overall P value for the ANOVA is 0.220 which is higher than the level of significance of 5%. Apart from this, if we analyse the multiple comparisons in the bar graph above, then all the P values are higher than 0.05. For instance, the p-value for the teenagers as compared to the young adults, middle-aged, and aged is 0.519, 0.189 and 0.667 respectively. The p-value for aged customers with their relationship with teenagers, middle aged and young adult is 0.667, 0.991 and 0.995. Similar is the case for young adult and middle-aged customers. All the multiple comparisons show insignificant changes in the perception.

We can conclude that the Instagram perception of all the four age groups of the customer does not differ significantly and all the four groups of the customers have the same perception regarding the Instagram page. If we interpret this with the previous analysis, then we can conclude that all the teenagers, middle-aged, young adults and the aged customers have a positive perception about the Instagram page as compared to their perception about the Adidas or the Nike account on Instagram. This might be because they love to enjoy the products and services offered by the company and they provide value to all the age groups of their customers.

FONT CHANGE IN TABLE?

PERHAPS USE COLOUR BETTER TO INDICATE THE FACTORS

CENTRE TABLE FIGURE TO MAKE MORE CLEAR

TITTLES SMALL…QUITE MESSY TABLE

Exploratory Factor analysis has been performed on the Instagram involvement data for all the ten items, and we have come up with three different factors which have been named as Group 1, Group 2 and Group 3.YOU NEED TO GIVE THEM AN ACTUAL NAME THAT REPRESENTS THE UNDERLYING DIMENSION Group 1 includes item 2, 9 and 4. Group 2 includes item 8, 5 and 10 and finally, Group 3 includes four items which are 6, 1, 3 and 7. Each group has its characteristics, and their respective items have similarity between them so that are part of a single factor.

Group 1 could be labelled as ‘Decision Makers', PUT THIS IN THE TABLE….and they make use of the Instagram account and get involved with all of its posts for making important decisions such as what type of product to buy. This is also the reason that customers under this group are highly influenced by the posts on the Instagram account of GoGym. Group 2 could label as ‘Socialists'. This is because these customers want to keep themselves updated for the sake of others and they are highly influenced by the actions of the other customers. Lastly, Group 3 could be labelled as ‘Innovaters'. These customers want to keep themselves about the latest products and promotions of GoGym. They are very much involved with the Instagram account for their personal needs also.

??WHY THE SPACE

FONT CHANGE IN TABLE?ARE THESE STD OR UNSTD BETA? (I WOULD SHOW BOTH)

First of all, if we interpret the model results for New to Health psychographic group of the customers then the Instagram perception and Instagram involvement (innovators) both have a significant impact on their monthly visits to the Instagram account whereas, Instagram involvement (socialists), Instagram involvement (Decision makers) and interaction time have insignificant impact on their monthly visits. If we interpret the results for social posers, then only the Instagram perception and interaction time of these customers have a significant impact on their monthly visits to the account. Finally, for the Gym Junkie group of customers only their perception about Instagram of GoGym has a significant impact on the number of monthly visits to these customers.

The New to Health consumers are usually innovators and are more keen and interested to be updated about the latest products, promotions and services of the company. Therefore, group 3 has a significant impact on these consumers. Similarly, the spend more time on GoGym Instagram account as compared to social posers and Gym Junkies, therefore, Instagram interaction time and their perception both have a favourable impact on their monthly visits in the first month of the launch.

For the social posers, only interaction time and perception had a significant impact on their monthly visits because they are more careful about how people look at their Instagram account and perceive their personality. Finally, for the Gym Junkies, only the Instagram perception has a significantly favourable impact on their monthly visits to the Instagram account. This is because there are more serious and concerned about their fitness and health. They don't spend more time on the account to sho off others or for the sake of their personality, but there are concerned about Instagram account when they have any new needs or issues.

First of all, regression models have been created by taking Instagram perception and monthly visits as independent variables and interaction time as a dependent variable for all the three psychographic groups of the consumers. For the new to health consumers, only Instagram perception has a significant impact on their interaction time on the Instagram account. For the social posers, monthly visits have a significant impact on their interaction time and finally for the Gym Junkies, perception and monthly visits both do not have any impact on their monthly visits.

There are several strategies to increase the number of the monthly visits for New to Health consumers. The management can include clear calls to action either on the images on the account or their captions, and they can also ask the person to tag a follower they love most. WHAT DOES THIS HAVE TO DO WITH THE RESULTS.

YOU NEED TO LINK YOUR RECOMMENDATIONS WITH THE RESULTS AND THEN GIVE AN INDUSTRY EXAMPLE TO SUPPORT.

Secondly, the company can leverage relevant hashtags to stand out on Instagram and increase their engagement and number of monthly visits. The monthly visits by social posers could be increased by finding the like-minded social posers who do the same thing and in this way management can interact with the other user's content(Simmonds, 2015). Another strategy is to promote the account on the other networks.

Finally, attracting Gym Junkies would be more difficult, therefore, the company can post moving pictures, attractive pictures, work out videos, work out tips, past success stories, use popular hashtags, share Instagram photos on other social media sites and management can also run a contest(Patel, 2016). All of these strategies will boost the interaction time for all three psychographic groups of the consumers. Cross fit brand in the fitness industry is an important example for this which shows how Instagram engagement is enhanced and they also make use of contests and hash tags(Lee, 2015). Their strategies should be closely followed by GoGym management.

Dawley, S., 2016. How to Get More Instagram Followers: The Ultimate Guide. [Online] Available at: https://blog.hootsuite.com/how-to-get-more-instagram-followers-the-ultimate-guide/ [Accessed 11 October 2016]. DeMers, J., 2016. 50 Free Ways To Increase Your Instagram Followers. [Online] Available at: http://www.forbes.com/sites/jaysondemers/2015/06/18/50-free-ways-to-increase-your-instagram-followers/#120fa0dc1920 [Accessed 11 October 2016]. Hitz, L., 2016. 7 Instagram Strategies Top Fitness Brands Are Using in 2016. [Online] Available at: http://simplymeasured.com/blog/7-instagram-strategies-top-fitness-brands-are-using-in-2016/#sm.00000nzlyr853d3p10utpp2osxpi4 [Accessed 11 October 2016]. Lazazzera, R., 2016. How To Build A Massive Following On Instagram. [Online] Available at: https://www.shopify.com/blog/14288561-how-to-build-a-massive-following-on-instagram [Accessed 11 October 2016]. Lee, A., 2015. 6 Easy Ways to Getting More Instagram Followers (starting today!). [Online] Available at: http://www.postplanner.com/easy-ways-to-get-more-instagram-followers/ [Accessed 11 October 2016]. Patel, N., 2016. 6 Tactics That Will Instantly Improve Your Instagram Engagement. [Online] Available at: http://www.forbes.com/sites/neilpatel/2016/05/12/6-tactics-that-will-instantly-improve-your-instagram-engagement/#36353b1058c1 [Accessed 11 October 2016]. Simmonds, R., 2015. 7 Ways to Build an Engaged Instagram Following. [Online] Available at: http://www.socialmediaexaminer.com/build-an-engaged-instagram-following/ [Accessed 11 October 2016].

THIS RW OUTPUT IS FINE – WE DON’T NEED TO SEE THE DRAFT EXCEL STUFF…

· 3a) Output to publish in Appendices:

Student provided screenshots of appropriate SPSS output (see Submission Guide).

GYM JUNKIE-Stdev 17957465-Instainv4 17957465-Instainv7 17957465-Instainv8 17957465Instainv10 1.7301018356366811 1.9355332079094802 1.819077193347667 1.7277601672921794

MALE Mean Std Deviation Sig Value 46 24.24 0 FEMALE Mean Std Deviation Sig Value 42.620000000000012 21.66 0

TEENAGER TEENAGER YOUNG ADULT MIDDLE AGED AGED 0 0.51900000000000002 0.18900000000000006 0.66700000000000126 YOUNG ADULT TEENAGER YOUNG ADULT MIDDLE AGED AGED 0.51900000000000002 0 0.65400000000000125 0.995 MIDDLE AGED TEENAGER YOUNG ADULT MIDDLE AGED AGED 0.18900000000000006 0.65400000000000125 0 0.99099999999999999 AGED TEENAGER YOUNG ADULT MIDDLE AGED AGED 0.66700000000000126 0.995 0.99099999999999999 0

MOBILE NEW-TO-HEALTH SOCIAL POSER GYM JUNKIE 53 47 21 TABLET NEW-TO-HEALTH SOCIAL POSER GYM JUNKIE 16 7 4 COMPUTER NEW-TO-HEALTH SOCIAL POSER GYM JUNKIE 13 21 14

MORNING TEENAGER YOUNG ADULT MIDDLE AGED AGED 9 28 29 4 MIDDAY TEENAGER YOUNG ADULT MIDDLE AGED AGED 3 11 60 1 AFTERNOON TEENAGER YOUNG ADULT MIDDLE AGED AGED 3 17 21 3 NIGHT TEENAGER YOUNG ADULT MIDDLE AGED AGED 6 22 20 3

FEMALE LOWER RANGE MID RANGE UPPER RANGE 70 21 0 MALE LOWER RANGE MID RANGE UPPER RANGE 74 30 1

NEW-TO-HEALTH Mean Median Mode 24.01 21 0 SOCIAL POSERS Mean Median Mode 27.54 25 0