subject research

7/30/2019 Subject Research

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Narveer Rai

Health and Fitness Primary Research

Children

In the UK, a recent study indicates that boys are more active than girls (aged 3-14) that were classedas meeting the guidelines recommended (32% to 24%). The study of children and young people

indicates they should do a minimum of 60 mins of exercise a day to live up to the CMOs

recommendations. However, it is estimated 99% of the children assessed do exercise throughout

their school days thanks to PE. Overall, the statistics show boys are more proactive over girls

(between 10% over 8.7%).

The differentiation is a small amount, but without any motivation, all the children will not

sufficiently understand health and fitness, which is why our documentary can encourage consumers

to do so, not only will parents act upon this, but the children will follow this and be positively

influenced to make the UK a healthier country, which can therefore be implemented to other

countries, resulting to positive media coverage and product.

Adults

In the UK, Statistics show that only 39% of men and 29% of women aged 16 and over meet the Chief

Medical Officer's (CMO) minimum recommendations for physical activity. The remaining 32% are not

productive enough to be fit or healthy. Thus the increase in new food schemes of salads, vegetables

and fruits should be implemented in our lives to maintain health, whereas a 30minute


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recommendation of exercise (power walks, jogs, cycling, and gym equipment) is ideal to not only

stimulate a fitter lifestyle, but a longer lifestyle. The statistical results also advise that the older you

are, the less likely you are to exercise, not to mention the odd remainder of children who dont

perform 30minute intervals in their life, increasing a greater risk of obesity.

Despite this, the Men and women trialled around the ages of 16-34 are most likely to have met there

approvals (11% and 8%), which decreases the risk to obesity, however this is only resolved with a

daily 30minute interval, and reduced portions in fatty foods.

This information is vital for our Health and Fitness documentary as the statistics show only 68% of

16+ages exercise, but the remaining 32% need to be physically active to guarantee a healthier/fitter

lifestyle, which our documentary can use to encourage consumers to do so, making the UK a

healthier environment with long term savings, and short term anchorage to consumers due to our

powerful message.

Health/fitness and lifestyle

Health/Fitness businesses

In 2011, the private health & fitness clubs market was worth 2.7 billion, up 17% between 2006 and

2011, an increase of 2% between 2010 and 2011. Mintels latest research questioning Brits about

leisure spend in the past 12 months finds private health and fitness clubs are among the leisure

activities participants are least likely to have cut back their spending on during the past year. Just

three in ten consumers (30%) admit that they have cut back on using private health & fitness clubsover the past 12 months, while 56% have not changed their spending activities and 14% say they


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have spent more. As a result, private health and fitness clubs has the lowest net spending decline of

all leisure activities (-16%) in the past year.

This information clearly demonstrates consumers not having enough money to spend on gym

memberships or fitness clubs. Our documentary is effective as we cover a large variety of different

in-expensive methods to maintain a healthier lifestyle. This information clearly spots a gap in the

market, therefore our documentary fulfils the gap as it can give millions of viewers beneficial advice

tailored to all consumers and their fitness needs.

External factors

McDonald's reported strong fourth-quarter earnings. On the 14/11/2012, this could prompt the

company to demand a little more change from customers' pockets at the drive-thru. The fast food

restaurant company, based in Oak Brook, Ill., showed a profit of $1.38 billion, or $1.33 a share, on

revenue of $6.82 billion, driven by changes in 2011 that included food promotions and brand re-

imaging developments in the UK, United States and Europe, and locally-relevant menu options in

Asia/Pacific, the Middle East and Africa.

This information clearly states powerful advertising campaigns as McDonalds profit is over $1bn, as

they can afford to cheapen the menu. This is useful for our documentary as this actuality can be

reinforced by statistical analysis, and the health of consumers who incorporate McDonalds in their

daily lives. Our documentary can tackle consumers out of McDonalds strong marketing and

guarantee a healthier lifestyle as consumers would react responsively.

Common factors

Across the UK, cigarette smoking occurrences were up 24% for men and 20% for women. In 2007,

the UK announced businesses operated in no smoking policies, however over the years the % only


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grew as the number of young adults smoking grew. Despite this, older generations stopped smoking

to reduce the risk of heart disease, heart attack and potential strokes.

This is essential information to combat bad health; our documentary provides adequate knowledge,

and consumer responsibility to guarantee a healthier lifestyle. This is effective as statistical evidence

will grab the consumers attention, reducing their intake, and increasing long lifestyles as their

bodies are healthier to do so.

Conclusion

Overall, the research gathered clearly states health/fitness is a strong issue that has to be resolved,

over 32% of 16-50+ Adults and 44% of 3-15Yr olds suffer from not getting sufficient exercise. Health

related businesses and external smoking factors also hinder successful health as costs are increasing,

resulting less disposable demand. Our documentary seeks to eliminate these issues by giving advice,

new ways to exercise in inexpensive ways, making the most out of facilities and combating external

factors of comfort eating, drinking and smoking. The research provides a suitable market place for

our documentary as it focuses on health and fitness as a whole, and differentiates from rivals as theimpact is greater, due to the performative nature its filmed, giving consumers deeper insight and a

sense of reality as if they are experiencing the film, resulting to viewers taking action and making a

healthier Britain.

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