n the mini case following, you$$ll read about three different gyms. You$$ll use the information to create a table that

compares the brands and a perceptual map based on the table. You$$ll use Excel for this assignment. Remember,

there is a recording about perceptual maps and how to create them posted to Canvas.

About the Brands

Carson$$s Gym is a large facility with plenty of weight$-$lifting equipment, treadmills, elliptical trainers, and more.

The gym has spacious locker rooms, several showers, and a whirlpool spa for both men$$s and women$$s facilities.

Carson$$s has spin classes, aerobics classes, and Pilates classes that are typically filled to capacity. Carson$$s is

located in a busy shopping center where parking is sometimes difficult, especially on weekends. Carson$$s is open

from $5$ AM to $10$ PM daily. Memberships cost $$39$ per month for a single and $$49$ for a family.

Downtown Crossfit has basic weight training equipment and several rowing machines. The gym$$s focus is on small

classes with individualized attention. Classes have a very low trainer to student ratio $($about $1$ trainer to $5$

students$),$ and members are discouraged from working out alone. Class workout routines change every day with

the famous $$workout of the day$$ being a popular feature. The gym has a changing room and one restroom, but no

showers or locker rooms. Downtown Crossfit is located in an industrial neighborhood, with parking on the street.

Classes meet daily at $5,7,$ and $9$ AM and in the afternoons at $4,5$:$30,$ and $7$ PM$.$ The gym has an abbreviated class

schedule on Saturday and is closed on Sunday. Memberships cost $$89$ per month for a single and $$129$ for a

family.

Kelly$$s Workout Center is a mid$-$sized facility with a reasonable amount of weightlifting equipment and several

treadmills, stair$-$steppers, and stationary bikes. Kelly$$s offers aerobics and spin classes during mornings only at $7$

AM and $9$ AM$.$ Kelly$$s has a very nice day care facility that is open from $8$ AM $12$ PM Monday through Friday.

Locker rooms are available at Kelly$$s but not showers. Kelly$$s is located in a newer part of town at the edge of a

shopping center and has ample parking. Kelly$$s is open $6$ AM to $8$ PM Monday $$ Friday and $6$ AM $6$ PM on

Saturday and Sunday. Memberships cost $$19$ per month for a single and $$39$ for a family; there is no charge for

day care so long as a parent is in the gym.

Identify attributes you think are important to consumers and create a table similar to the below. Assign values to

the attributes using a scale of $15($with $1$ being low and $5$ being high$).$ Two attributes have been added to get

you started $($though you don$$t have to use them$).$ Your table should have minimum of $6$ attributes. For each

attribute, explain briefly why you chose it and why you think it$$s important to consumers. Once you$$ve completed

the table, create a perceptual map using the chart function in Excel. Save your file and upload it to Canvas. $($Do

not upload a word doc or a PDF; submit your work in Excel.$)$

Attribute Carson's Gym Downtown Crossfit

Kelly's Workout

Center

Variety of Equipment

Price