Application of digital marketing in motivating consumer to choose fitness service at california fitness and yoga center, 2018

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

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PHAM QUYNH ANH

APPLICATION OF DIGITAL MARKETING IN MOTIVATING

CONSUMER TO CHOOSE FITNESS SERVICE AT

CALIFORNIA FITNESS AND YOGA CENTER

GRADUATION THESIS

FACULTY OF BUSINESS ADMINISTRATION

NUMBER: 7340101

HO CHI MINH CITY, DECEMBER - 2018

MINISTRY OF EDUCATION AND TRAININGSTATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

-------------------------------------------

PHAM QUYNH ANH

APPLICATION OF DIGITAL MARKETING IN MOTIVATING

CONSUMER TO CHOOSE FITNESS SERVICE AT

CALIFORNIA FITNESS AND YOGA CENTER

GRADUATION THESIS

FACULTY OF BUSINESS ADMINISTRATION

NUMBER: 7340101

ADVISOR: PhD. HOANG THI THANH HANG

Ho Chi Minh City, December – 2018

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APPLICATION OF DIGITAL MARKETING

IN MOTIVATING CONSUMER

TO CHOOSE FITNESS SERVICE AT

CALIFORNIA FITNESS AND YOGA CENTER

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ABSTRACT

The study of “Application of digital marketing in motivating consumer to

choose fitness service at California Fitness and Yoga Center” is conducted in Ho

Chi Minh City from September to December 2018.

The objectives of the study are to learn the current situation and application of

digital marketing on motivating consumers to choose fitness service at California

Fitness and Yoga Center.

The research found out that the factors informativeness, entertainment,

credibility and irritation had impact on consumers‟ attitude towards digital

advertisement. In the research, a questionnaire was developed and investigated

among 109 people who are both members and non-members of California Fitness

and Yoga Center. The research subjects were asked questions based on the 5 level

Likert scale.

From the result, the study was able to propose some recommendations and to

increase the performance of digital marketing at California Fitness and Yoga

Center. In addition, some limitations were also included in the study and

suggestions for further researches related to digital marketing and fitness industry

were also presented.

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ACKNOWLEDGEMENTS

This thesis is the author's own work, the research results are honest, in which

no previously published content or content done by others is used except for fully

cited references.

I specially send my sincere gratitude to my advisor – Mrs. Hoang Thi Thanh

Hang for many valuable advices and comments to help me well accomplish my

thesis; and in spite of being extraordinarily busy with her duties, took time to hear,

guide, and keep me on the correct path.

Next, I would like to give my special thanks to all staff and lecturers of

Business Administration faculty of Banking University Ho Chi Minh City. They

have helped me build knowledge and enjoy my time at the university from the

beginning of my academic years.

To the very end, their help for an easier thesis period for all students is

precious to me.

Last but not least, I want to give my special thanks to my family for their

unconditional love and encouragement through my hard time dealing with thesis.

To them all, I dedicated this thesis.

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TABLE OF CONTENT

ABBREVIATION...................................................................................................6

INTRODUCTION...................................................................................................8

1. Statement of the Problem .................................................................................8

2. Objectives ......................................................................................................10

3. Research questions.........................................................................................11

4. Scope of the study ..........................................................................................11

5. Research Methodology...................................................................................11

6. Structure of the study .....................................................................................12

CHAPTER 1: LITERATURE REVIEW................................................................13

1.1 Theoretical basis...........................................................................................13

1.1.1 Overview of Digital Marketing ..............................................................13

1.1.2 Some features of digital marketing .........................................................14

1.1.2 Digital marketing and Traditional marketing ..........................................15

1.1.3 Some most-used Digital Marketing channels..........................................16

1.1.4 Application of Digital marketing in business..........................................18

1.2 Literature Review.........................................................................................19

CHAPTER 2: REALITY OF APPLYING DIGITAL MARKETING IN

CALIFORNIA FITNESS AND YOGA CENTER.................................................24

2.1 Introduction of California Fitness and Yoga Center......................................24

2.1.1 An overview of California Fitness and Yoga Center...............................24

2.1.2 Services..................................................................................................25

2.1.3 An overview of business performance of CFYC.....................................27

2.2 Digital marketing application at CFYC ........................................................28