Tashkent State University of Economics
Tourism Faculty 3rd year students:
Sodikova Sabrina Mahmanabi qizi
[Link]@[Link]
Asadova Moxirabonu Shuxratovna
[Link]@[Link]
G’ofurova Vasila Odiljon qizi
[Link]@[Link]
Evaluating consumer behavior of
2025
Table of Contents
1
1. Introduction …………………………………………………………………… 3
2. Background information ……………………………………………………… 3
2.1. Company’s description and its services ……………………………………… 3
2.2. Consumer Well-Being …………………………………………………….… 3
3. Community engagement …………………………………………………….… 4
3.1. Brand image …………………………………………………………………. 4
4. Learning and Memory ………………………………………………………… 4
5. Consumer Motivation ……………………………………………………….… 5
5.1. Intrinsic and extrinsic motivation ………………………………………….... 5
6. Personality …………………………………………………………………….. 5
6.1. Lifestyles and Values ………………………………………………………... 5
6.2. Attitudes and Persuasive Communications and Decision Making ………..… 6
6.3. Group Influences and Social Media (SMM) ………………………………... 6
7. Income and Social Class ………………………………………………………. 7
8. Market Segmentation in Consumer Behavior ……………………………….... 8
9. Satisfaction and Dissatisfaction ……………………………………………….. 9
10. Customer Responses to product or service choice ………………………….. 9
11. Conclusion ……………………………………………………………….…. 10
12. List of references …………………………………………………………… 11
2
1. Introduction
The primary aim of this report is to analyze the brand 1Fit with theories and
concepts in consumer behavior. In today’s dynamic marketplace, understanding
consumer behavior is crucial for brands striving to connect with their audience
effectively. 1Fit, a pioneering brand in the health and wellness sector, recognizes
the multifaceted nature of consumer behavior and its impact on brand success. By
delving into key topics such as consumer well-being, perception, motivation, and
decision-making processes, 1Fit aims to create products and services that resonate
deeply with consumers’ needs and aspirations. Key findings related to consumer
behavior will be summarized, emphasizing insights regarding consumer well-
being, perception, motivation, attitudes, and social influences. Finally, the report
will conclude with practical recommendations aimed at enhancing customer
engagement and satisfaction while driving growth for the 1Fit brand.
2. Background information
2.1 Company’s description and its services "1Fit" is a Kazakh startup founded in
2018. Today, the application is successfully operating in five countries:
Kazakhstan, Uzbekistan, Azerbaijan, Malaysia and Mexico. 1Fit is a service that
helps people find and visit different gyms and studios with a single subscription. In
general, this is a platform for people who want to do sports, but do not want to be
limited to one place or type of activity. Today Uzbekistan makes 12% of total
income. The first partners of the Kazakhstani service were only 13 studios in Kuala
Lumpur - a drop in the ocean for a metropolis with a population of 8 million
people. After some time, the number of partners grew to 50, and users became
more interested in the application [1]. Financial indicators also grew impressively:
if in the first month of operation, revenue amounted to only $121, then in October
it grew to $167,000. To date, 1Fit has 353 locations in Malaysia, over 60,000
registered users, and some of the most popular activities include: Pilates on the
reformer, yoga, cycling, Muay Thai, gym, tennis and massage. The habit of buying
immediately and in large quantities, the popularity of special offers "1+1" and
"2+1" have determined the demand for subscriptions designed for a long term. For
the company, this is an indicator of movement in the right direction, in line with its
mission - to make a healthy lifestyle accessible to everyone [2].
2.2. Consumer Well-Being
Health and Wellness Focus: 1fit, as a fitness brand, likely emphasizes health and
wellness, which is increasingly important to consumers. This focus can enhance
consumer well-being by promoting physical fitness and mental health. The
company launched a two-year subscription already in the second month of its
presence in Dubai, which is a very prompt indicator for a new market. The
3
preferences of local users are the gym, pilates, yoga and paddle. Today, 104
thousand active users are training with a single membership from 1Fit in six
countries, and the number of locations exceeds 2000 gyms and studios. 70% of
1Fit users purchase a fitness membership for the first time in their lives [3].
3. Community Engagement
Brands that foster community through fitness classes or online platforms can
improve social well-being, providing support networks for consumers. Customers
often contact the support service with suggestions for improving the service, which
indicates their high expectations and the need for the company to meet these
expectations.
Consumer Perception
3.1. Brand Image
The perception of 1fit in Uzbekistan may be influenced by its branding, marketing
strategies, and the quality of its products/services. Positive associations with
health, fitness, and community can enhance consumer perception. In today's
market, a strong online presence through social media and apps can influence
consumer behavior significantly. Engaging content can enhance brand loyalty.
A user-friendly app and website of 1Fit greatly enhance consumer perception. If
customers find it easy to navigate and access resources, they are more likely to
have a positive view of the brand. In addition they have really good Customer
support service. Responsive and helpful customer service of 1Fit improves
consumer satisfaction and perception. Consumers appreciate brands that address
their concerns promptly. After opening a profile, they will definitely call you to
address any problems and questions about their brand [4].
4. Learning and Memory
Information acquisition: Consumers learn about 1Fit through various channels such
as advertisements, social media, blogs, and word-of-mouth. They gather
information about fitness programs, nutritional products, and success stories.
Through repeated exposure to 1Fit's messaging, consumers form associations
between the brand and concepts like health, fitness, community, and success.
Encoding, storage, retrieval: Effective marketing strategies of 1Fit capture
attention (e.g., engaging visuals, compelling narratives, pop-up videos on social
media) help consumers encode information about 1Fit into their memory. Then
their consumers store factual information about 1Fit, such as product benefits,
pricing, and features, in their semantic memory. This information is crucial for
making informed decisions.
4
5. Consumer Motivation
5.1. Intrinsic Motivation: Consumers motivated by personal health goals.
Consumers of 1Fit may feel a sense of accomplishment from achieving fitness
goals, such as completing a workout or reaching a weight loss target. A desire to
improve one’s health, feel better physically, and enhance mental well-being can
drive consumers to engage with 1Fit products and services.
Extrinsic Motivation: Consumers motivated by discounts, loyalty programs, or
promotional offers on 1Fit products. Achievements such as earning badges on
fitness apps or being recognized in a community setting can motivate individuals
to pursue their fitness goals. Participating in challenges or competitions (e.g., step
challenges) can provide motivation through external validation and comparison
with peers [5].
6. Personality
When it comes to work with consumer based business, they need to assess the
customer personality what he or she likes to do, spend most of the time with
whom, what kind of activities can attract them mostly, their income and other
[Link] assess the economic conditions of a country or region to ensure that
their subscription-based fitness model is affordable for the target audience. The
pricing strategy is adjusted based on local income levels. They analyze the
popularity of gym memberships, fitness trends, and consumer preferences (e.g.,
yoga, CrossFit, martial arts). The company identifies whether consumers prefer
traditional gyms, boutique fitness studios, or outdoor activities.
6.1. Lifestyles and values
The primary user base for fitness applications, including 1Fit, typically comprises
individuals aged between 25 and 34, with a significant portion being women. “We
have defined our target audience very well, with whom we work very well — young
people. And in Europe, in many countries, the population is aging, our market
there will shrink every year. Therefore, from the point of view of developing a
regular business, it was a strange decision to go to a market that will become
smaller”, — admits [Link] demographic is often health-conscious,
seeking convenient and flexible solutions to incorporate fitness into their busy
lifestyles. 1Fit's diverse offerings align with these users' preferences, allowing
them to engage in various activities that suit their interests and schedules [6].
Since 1Fit operates through an app, they evaluate smartphone usage and internet
accessibility in the target region. They assess whether consumers are comfortable
using digital platforms for fitness bookings. Content, marketing materials, and app
5
interfaces are adapted to the local language and cultural nuances to improve user
experience.
6.2. Attitudes and Persuasive Communications and Decision Making, (Buying,
Using, and Disposing)
Users today prioritize flexibility and variety in their fitness routines. 1Fit addresses
these preferences by offering a single membership that grants access to multiple
studios and activities, eliminating the need for multiple subscriptions. This
approach appeals to users' desire for convenience and cost-effectiveness. The app's
persuasive communication emphasizes the ease of trying new activities and the
comprehensive nature of its offerings, influencing users' decision-making
processes positively.
They establish relationships with local gyms, wellness centers, and trainers to
onboard them onto the 1Fit platform. They also collaborate with fitness
influencers to enhance credibility and attract early adopters. They check local laws
related to fitness services, online transactions, consumer protection, and tax
policies. Licensing requirements for operating a fitness subscription service are
considered [7].
6.3. Group Influences and Social Media Marketing
Social media plays a pivotal role in shaping fitness trends and group dynamics.
1Fit leverages social media marketing (SMM) to build a community of fitness
enthusiasts, encouraging users to share their experiences and achievements. By
collaborating with influencers and utilizing targeted advertising, 1Fit enhances its
visibility and credibility, attracting a broader audience. This strategy not only
fosters a sense of community but also motivates potential users to join through
observed group participation.
Content is tailored to different fitness levels (beginners, intermediate, advanced).
It also reflects regional fitness interests (e.g., boxing in Thailand, pilates in
Western Europe, HIIT workouts in urban markets). They create content
around popular fitness challenges, nutrition tips, and workout tutorials to keep
users engaged. Content is optimized for SEO and social media trends to attract
organic traffic. High-quality videos, reels, and infographics are used to showcase
workouts, gym facilities, and success stories. The design is minimalist, vibrant,
and engaging to maintain an energetic brand image [8].
Social media posts encourage user-generated content, testimonials, and fitness
transformations. They integrate interactive features like challenges, Q&A
sessions, and live training with experts. Content is translated and culturally
6
adapted to resonate with local audiences. Personalized content recommendations
are provided within the 1Fit app, based on users’ fitness goals and activity history.
7. Income and Social Class
Consumer behavior is heavily influenced by income levels and social class. 1Fit
provides different pricing models, making fitness accessible to a broader audience.
Income and social class are two significant factors that marketers often use to
predict consumer behaviour. However, the extent to which these factors can
accurately predict behaviour varies and depends on several other factors [9].
Income is a direct indicator of a consumer's purchasing power. It can predict the
type of products a consumer can afford and, to some extent, their preferences.
High-income consumers often prefer luxury and high-quality products. They are
less price-sensitive and more likely to make impulse purchases. Low-income
consumers are more price-sensitive and tend to prioritize essential goods and
services. However, income alone cannot fully predict consumer behaviour because
it doesn't account for factors like personal values, lifestyle, and saving habits [10].
Class matters. You probably already know that. But do you know how much it
really matters? Social class can influence a consumer's tastes, preferences, and
shopping habits. Social class is a huge determinant of many of the most
fundamental aspects of modern life – from your education, to your beliefs, as well
as your values, your occupation, your income, and not only how you live, but also
how you die. Mortality and disease rates vary by social class, with upper class
Americans living longer and healthier lives. A man in the 80th percentile, or top of
the income distribution, lives an average of 84 years, while a man at the bottom, in
the 20th percentile, lives an average of 78 years. Women typically live longer than
men. Yay for us! But the income gap is still similar here, with women in the 80th
percentile living about 4.5 years longer than those in the 20th percentile [11].
The subscription model is cost-effective for middle-income earners who want
access to multiple gyms instead of paying for a single gym membership. That’s
why during the last year, Malaysia was chosen for several reasons. First, it is
somewhat similar to Kazakhstan. Fitness there costs the same as here [12].
Payments to partners are similar. However, there is a larger solvent population - in
large cities, about 50% of people can be classified as middle class. Not to mention
more flexible work schedules. Less danger and less stress = better health. Class
gaps in health outcomes are clearly about more than just having the money to pay
for better healthcare. It’s about occupation, neighborhood, income, education, and
all the different ways that advantages like these can overlap to determine your life
course.
8. Market Segmentation in Consumer Behavior
7
Market segmentation is essential to understanding customers’ concerns and needs
and determining how you can address these demands with your product or service.
It allows you to create and implement more effective marketing strategies, develop
powerful messaging and select the best tactics for reaching desired target audience.
1Fit segments its consumers based on several factors:
• Demographics: Young professionals, students, and fitness enthusiasts aged 18-
40 form the primary customer base. “We have defined our target audience very
well, with whom we work very well — young people. And in Europe, in many
countries, the population is aging, our market there will shrink every year.
Therefore, from the point of view of developing a regular business, it was a strange
decision to go to a market that will become smaller,” — admits Alikhanov. The
service mainly attracts urban professionals, students, and corporate employees who
value flexibility and variety in their fitness routines [13].
• Geography: The company operates in multiple countries, including Kazakhstan,
Uzbekistan, Azerbaijan, Malaysia, Dubai and Mexico. The service operates in
metropolitan areas where there is a higher demand for flexible fitness solutions.
So, the second reason is that Malaysia is comfortable in terms of expenses and
communication. There are quite a lot of English-speaking people there. Which
cannot be said, for example, about Thailand, which was also considered for a
launch pad in Southeast Asia [14].
• Psychographics: Consumers who prioritize health, wellness, and convenience
are more likely to subscribe to 1Fit. New Year is a time for change and new
resolutions. Many people start the year with a promise to lead a more active
lifestyle and exercise. This is where 1Fit, a single fitness membership, becomes an
indispensable assistant. In 2024 the plan was to start entering MENA from Turkey
or Saudi Arabia, but upon closer examination, the UAE turned out to be a more
attractive country in the region, and Dubai was best suited for the Kazakhstani
startup model, where there are many independent fitness centers and studios, prices
for fitness services are quite high, but at the same time local residents are actively
involved in sports. Interestingly, the peak of sales in Dubai occurs between 4 and 7
a.m., when customers are doing personal business before the start of the working
day, and in the evening, after 7:30 p.m. [12].
• Behavioral Segmentation: People who prefer variety and flexibility in their
fitness routines are more inclined to use 1Fit over traditional gym memberships.
The habit of buying immediately and in large quantities, the popularity of special
offers "1+1" and "2+1" have determined the demand for subscriptions designed for
a long term. The company launched a two-year subscription already in the second
8
month of its presence in Dubai, which is a very prompt indicator for a new market.
The preferences of local users are the gym, pilates, yoga and paddle [15].
9. Satisfaction and Dissatisfaction
Customer satisfaction is crucial for 1Fit's growth and retention rates. Here, high
demands on service quality are one of the distinctive features of the market.
Customers often contact the support service with suggestions for improving the
service, which indicates their high expectations and the need for the company to
meet these expectations. "Customer satisfaction" refers to a customer's positive
feeling about a product or service, meaning they are happy with how it meets their
expectations, while "customer dissatisfaction" indicates a negative feeling, where a
customer is unhappy with a product or service because it falls short of their
expectations, often due to poor quality, poor service, or unmet needs.
Factors influencing satisfaction include convenience of accessing multiple fitness
locations , cost-effective pricing compared to multiple gym memberships and
variety of workout options (yoga, swimming, boxing, gym training, etc.). While
challenges and dissatisfaction come from limited availability of partner gyms in
certain areas, app usability issues reported by some users, cancellation or refund
policies could be more flexible. To maintain high satisfaction levels, 1Fit
continuously improves its service by addressing customer feedback and expanding
its network of gyms and studios. In Dubai, customers have high expectations for
service quality. They frequently contact support with suggestions for improvement,
showing their demand for excellence and the need for the company to meet these
standards [15][16].
10. Customer Responses to Product or Service Choice
Customer responses to a product or service refers to the reactions, feedback, and
opinions that customers express after interacting with a particular product or
service. Essentially, it's how customers perceive and respond to a company's
offering, providing valuable insight for further development and improvement.
Positive responses include praise for quality and functionality, satisfaction with
customer service, positive reviews and recommendations, repeat purchases, high
Net Promoter Score (NPS). On the other hand, negative responses: complaints
about the app, dissatisfaction with customer service , negative reviews on social
media , returns or cancellations , low NPS rate.
Consumers respond to 1Fit’s service in various ways. 1Fit is a startup that allows
users to visit gyms, pools, and do other sports with a single membership. Many
users continue their subscriptions due to the flexibility and cost benefits. It means
they are responding to service by being loyal users. Also satisfied customers
9
recommend the service to friends, boosting organic growth. In particular, local
gym owners and independent fitness trainers have recommended 1Fit to their
peers. Positive reviews on local forums and social media indicate that the platform
is gaining popularity due to its relevance to the regional market. And this, in turn,
is increasing the number of partners working with 1Fit, increasing the number and
type of studios available to users. Reviews and influencer endorsements play a
significant role in shaping potential customers' perceptions [17].
While many users appreciate the platform’s capabilities, some report that the initial
setup and navigation can be challenging for those less familiar with digital tools.
This has led to mixed responses among more traditional business owners. Its
founder Murat Alikhanov said “In the beginning, we faced the main problem that
our product was unfamiliar to the consumer. Even though the idea was quite
simple, the most common question we were asked in the first years of existence
was “Where is your hall?”. This taught us the most valuable lesson - it is better to
launch in a market where there are already competitors, and you do not need to
spend money explaining to the market who you are. This allows you to skip a
whole stage, which is a prerequisite for attracting customers.” If customers feel
dissatisfied with gym availability or pricing changes, they might switch to
competitors or traditional gym memberships [18][19].
11. Conclusion
1Fit's business model aligns well with modern consumer behavior, where
flexibility and affordability are key factors in decision-making. By continuously
improving user experience, expanding gym partnerships, and refining pricing
models, 1Fit can enhance customer satisfaction and long-term loyalty. Their main
audience is young people who are just starting to discover certain sports or are
returning to them after a long break. They are not ready to choose just one, they
want to try different activities to understand what will be comfortable and
interesting for them. Or they want to combine different types of sports, which are
not always represented in one fitness center. This is where 1Fit helps their clients
[20].
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10
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parametri-pri-vibore-strani-dlya-zapuska-bolshoe-intervyu-s-direktorom-1fit-muratom-
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11
