Professional Documents
Culture Documents
Human lives weigh in the balance every day in hospitals. For hospital patients and their
families, the hospital experience is often a central point in their life –where their child was born,
their beloved died, where they received life-saving treatment, rejuvenating therapy or care to
overcome an episode of illness. The hospital is the setting of oft-told tales among friends and
family through the generations. It is no wonder that hospitals are often used to depict human
drama – and even comedy -- for popular consumption across the panorama of entertainment
media.
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In reality, hospitals are the setting where cutting-edge medical advances relieve suffering, and
bring healing and even new life for those whom, even a few short years ago, there would be
little hope. Feather weight babies, born eight weeks prematurely can now survive and even
thrive. Minimally invasive surgeries allow patients to heal quickly with less risk of complication,
and speed their journey home. The evolving science of organ transplantation brings a second
shot at life for an increasing number of people whose lives would otherwise be foreshortened.
Hospitals will have to meet the high expectations of the public and all stakeholders in an
increasingly challenging environment. There are many issues with which hospitals must now
contend. These include escalating health care costs that are no longer publicly – or politically –
tenable, changing trends in reimbursement for services, demands for transparency of cost and
quality data, and workforce shortages. At the same time, the conditions and care needs of
hospitalized patients are more complex. The rise in patients with chronic illness, older age
adults, and medical interventions and therapies, are already influencing hospitals today and
that influence will deepen well into the future.
In the Constitution of India, health is a state subject. Central govt’s intervention to assist the
state government is needed in the areas of control and eradication of major communicable &
non- communicable diseases, policy formulation, international health, medical & Para-medical
education along with regulatory measures, drug control and prevention of food adulteration,
besides activities concerning the containment of population growth including safe motherhood,
child survival and immunization Program. The plan outlay for central sector health programme
in the Annual Plans 1997-98 is Rs.920.20 crore including a foreign aid component of Rs.400
Crore. A major portion of outlay is for the control and eradication of diseases like malaria, ,
blindness being implemented under Centrally sponsored schemes.
Another major component of the central sector health programme is purely Central
schemes through which financial assistance is given to institutions engaged in various
health related activities. These institutions are responsible for contribution in the field of
control of communicable & non-communicable diseases, medical education, training,
research and parent -care.
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Some Facts
• India’s healthcare industry is currently worth Rs 73,000 crore which is roughly 4 percent of the
GDP. The industry is expected to grow at the rate of 13 percent for the next six years which
amounts to an addition of Rs 9,000 crores each year.
• The national average of proportion of households in the middle and higher middle income
group has increased from 14% in 1990 to 20 % in 1999.
• The population to bed ratio in India is 1 bed per 1000, in relation to the WHO norm of 1 bed per
300.
• In India, there exists space for 75000 to 100000 hospital beds.
• Private insurance will drive the healthcare revenues. Considering the rising middle and higher
middle income group we get a conservative estimate of 200 million insurable lives.
• Over the last five years, there has been an attitudinal change amongst a section of Indians
who are spending more on healthcare.
HOSPI
TAL
DOCTOR PATEIN
➢ Company:
T Here, the hospital is the
company that dreams up an idea of
service offering (treatment), which will
satisfy the customer’s (patient’s)
expectations (of getting cured).
➢ Customer: The patient who seeks to get cured is the customer for the hospital as he is the
one who avails the service and pays for it.
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➢ Provider: Doctor, the inseparable part of the hospital is the provider, as he is the one who
comes in direct contact with the patient. The reputation of the hospital is directly in the hands
of the doctor. A satisfied patient is a very important source of word of mouth promotion for the
organization.
CLASSIFICATION OF HOPITALS
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○ Quality Level: When we talk about marketing hospitals, it is natural that we are very particular
about managing our services in the right fashion. Supportive services play an important role in
improving the quality of medicare. These services which include laboratory, blood-banks,
catering, radiology and laundry, in a true sense determine the quality of services made
available by medical and para-medical personnel. They get a strong base for treatment since
the diagnostic aspect determines a direction. To get the best result from OT, it is natural that
equipments are properly sterlised. In addition, the dresses and clothes are also required to be
made bacteria free. The patients are required to wear disinfected linen which should be made
available. The radiology department should have hi-tech facilities keeping in view the pressure
of work. Of late, we find sophisticated equipments and unless hospitals make the same
services
○ Accessories: This is a very good way of segmenting customers. Many hospitals provide
additional services such as catering, laundry, yoga sessions, cafeterias, etc. for the customers
(patients) who are willing to pay extra. Hospitals have different wards - General and Special.
Certain hospitals provide services for the family members of the patients (when they are not
from the same city) – accommodation and catering.
○ Packaging: It is the bundling of many services into the core service. E.g.: Apollo hospital
offers a full health check-up to the patients. Similarly other hospitals also offer package deals
for health check-ups. For example if a person has to undergo a bypass surgery, he can pay a
lump sum amount during admission, say rupees 1 lakh for all procedures, tests, stay, etc, at
once.
○ Product line: hospitals through their services offer many choices to the patients and cover a
wide range of customer needs. For example: Apollo hospital has dental department, cardiology
department, etc. and within the dental department it has dental surgery, root canal, etc.
○ Brand name: The hospitals, to differentiate themselves, and their services from others use a
brand name. The intangibility factor of the service makes it all the more important for the
hospitals to do so.
➢ Place
Under hospital marketing, distribution of Medicare services plays a crucial role. This focuses on the
instrumentality of almost all who are found involved in making services available to the ultimate users. In
case of hospitals the location of hospital plays a very important role. The kind of services a hospital is
rendering is also very important for determining the location of the hospital.
E.g. Tata memorial hospital specializes in cancer treatment and is located at a centre place unlike other
normal hospitals, which you can find all over other places.
It can be unambiguously accepted that the medical personnel need a fair blending of two important
properties i.e. – they should be professionally sound and should have in-depth knowledge at psychology. A
particular doctor might be famous for his case handling records but he may not be made available for all the
patients because of the place factor. Now in this case the service provided, that is the doctor may be a
visiting doctor for different hospitals at different locations to beat the place factors.
Unlike other service industries, under hospital marketing all efforts should be for making available to the
society the best possible medical aid.
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In a country like India, which is geographically vast and where majority of the population lives in the rural
areas, place factor for the hospitals play a very crucial role. A typical small village / town may be having
small dispensaries but they will not have super speciality hospitals. For that they will have to be dependent
on the hospitals in the urban areas.
➢ People
Under hospital marketing the marketing mix variable people includes all the different people involved in the
service providing process (internal customers of the hospitals) which includes doctors, nurses, supporting
staff etc. The earliest and the best way of having control on the quality of people will be by approving
professionally sound doctors and other staff.
Hospital is a place where small activity undertaken can be a matter of life and death, so the people factor is
very important. One of the major classifications of hospitals is – private and government. In the government
hospital the people factor has to be specially taken care of. In Indian government hospitals except a few
almost all the hospitals and their personnel hardly find the behavioral dimensions significant. It is against this
background that even if the users get the quality medical aid they are found dissatisfied with the rough and
indecent behavior of the doctors.
Under hospital marketing a right person for the right job has to be appointed and they should be adaptable
and possess versatility. The patients in the hospitals are already suffering from trauma, which has to be
understood by the doctors and other staff. The people of the hospital should be constantly motivated to give
the best of their effort.
➢ Process
Process generally forms the different tasks that are performed by the hospital. The process factor is mainly
dependent on the size of the hospital and kind of service it is offering. A typical process involved in a
medium sized hospital can be as follows.
Apart from this flow there are other allied activities like record keeping administration at services etc which
fall under the process factor. These stages do not exist separately but are interlinked. The most important
elements are lines of communication within the setup. The experience of the patient depends on the final
interplay of all these factors.
➢ Physical evidence
It does play an important role in health care services, as the core benefit a customer seeks is proper
diagnosis and cure of the problem. For a local small time dispensary or hospital physical evidence may not
be of much help. In recent days some major super speciality hospitals are using physical evidence for
distinguishing itself as something unique.
Physical evidence can be in the form of smart buildings, logos, mascots etc. a smart building infrastructure
indicates that the hospital can take care of all the needs of the patient.
Examples -
1. Lilavati hospital has got a smart building, which helps, in developing in the minds of the
people, the impression that it is the safest option among the different hospitals available
to the people.
2. Fortis and Apollo hospitals have a unique logo, which can be easily identified.
Physical evidence also helps in beating the intangibility factor.
➢ Promotion:
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Hospitals for promotion use either advertisement or PR or both after taking into consideration the target
customers, media type, budget and the sales promotion.
Since a few years the prime times in T.V. are reserved for advertising social issues like family planning, use
of different types of contraceptives, care for the girl child and so on. These commercials use the common
man approach for reference group appeal. In case of health care products and services use for “common
man” appeal is widely prevalent. The use of celebrities is not as effective as that of a common man. An
ordinary person thinks that if it works well for people like him, it will also work equally well for him. The
identification with the common man is easy and quick.
Besides TV, other media of promotion are to be used innovatively. Unlike the urban area, in rural areas
newspapers and magazines do not have the same impact in conveying messages. In villages, hoardings
and wall writings near the markets and recreation centers attract the attention of villagers. This market
consists of 180 million strong middle income groups and a small income group. This group has a large
discretionary income.
These discerning consumers are very careful in choosing health care services. The last decade has
witnessed a health, appearance and nutrition conscious population.
The health care field has become very competitive. Although around one-fourth of our population stays in
urban India, three fourths of the total doctors have engaged themselves in this part. Many of these doctors
visit the contiguous rural areas, but they may operate from the urban area. The patients of upper middle and
upper income group have a wide choice to make from a number of clinics and hospitals. Therefore, many
hospitals have abandoned traditions and adopted marketing strategies to woo more and more patients to
their clinics.
Word-of-mouth plays a very important role in promotion of hospitals. A person in need of a health care
service does not know for sure where to search for relevant information. He consults his family members,
relations and friends first. The patients who come to a hospital generally have the old patients of that
hospital as referrals. Word-of-mouth plays an important role during information acquisition stage of the
customers as there are no objective performance measures to judge the various alternatives available to
them. Therefore, satisfied past patients of a hospital can bring more number of patients to that hospital than
a number of advertisements.
In a competitive market place, the images of the firms will affect their competitive standing. One factor that is
likely to have a significant impact on the health care scene is the growth of hospital chains such as Apollo
Hospitals, Birla Health Centre’s, etc. Artificial heart transplants and other complex operations although are
few in number and generate a small portion of the total revenue, they help in generating word-of-mouth
which health care providers are actually interested. Many of these companies are spending a lot in corporate
advertising for Image building.
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1.2 MARKETING HOSPITALS
“Marketing in Hospitals is unethical” was the frequent refrain in the eighties, when very few hospitals realized
that it was necessary to incorporate marketing as an integral function in the hospital operations. But the
major argument at that time lay in understanding whether this professional orientation was really required for
its viability, profitability and sustainability. This argument however became favorable in the late nineties as
corporate companies like Wockhardt and Max India started venturing into the hospital industry, apart from
the ongoing mergers and acquisitions that were already taking place at that time. Even the TPAs started
building tie-ups with corporate clients and there was already an abysmal utilization of resources in the
existing hospitals. In addition to the above a major factor that contributed to the acceptance of marketing in
hospitals was an increase in the delivery of services.
‘Perception of patients’ was another important consideration for hospitals, as they felt that the patients would
take them as profit oriented organization rather than service oriented organization. Ultimately, marketing was
accepted only by a few while the others discarded the concept. Hospitals who accepted marketing also
carried out their functioned by concentrating around corporate clients. Lately it has been felt that many
Indian hospitals have a dilemma regarding the functions of marketing. In an era where hospitals are
experiencing a major shift in their clientele, they are worried more about the patients’ perception of hospitals
and therefore the concept of brand restructuring and brand engineering is vital.
As hospitals spend millions of rupees in technology and infrastructure, it becomes necessary, that they
attract patients and generate funds. In order, to do the same, the hospitals follow various marketing and
brand building exercises. Some of them are listed below:
• Many hospitals have eminent personalities from the industry in their Board of trustees.
This indirectly leads to increase in, inflow of patients, working in the companies of these
Trustees. Besides the presence of eminent personalities creates a sense of confidence
in the minds of people.
• Private hospitals can attract their shareholders by offering discounts. For example, a special
discount of 20 % on all preventive health checks is offered to all shareholders of Apollo
Hospitals Limited.
• Hospitals have long-term understanding with PPO’s (Preferred Provider Organization),
which further have understanding with corporate. Any case of sickness found in the
employees of these corporate refer them to the PPO’s , which further sends them to the
hospital for check-ups and treatment.
• The success rate of crucial operations and surgeries, reflect the technological and
knowledge- based edge of the hospital over the competitors. Such successes are
discussed in health magazines and newspapers, which becomes a natural advantage
for the hospital.
• Some hospitals by means of their past track record have created a niche market for
themselves. For example, Hindu Hospital is known for its high-quality healthcare at
reasonable rates, whereas Lilavati Hospital is known for its five-star services.
• Hospitals hold seminars and conferences relating to specific diseases, where they invite
the doctors from all round the country, for detailed discussion. This makes the hospital
well known amongst the doctors, who could in future refer complicated cases to the
hospital.
• Hospitals can also promote medical colleges. This helps them to generate extra
resources in form of fees, using the same infrastructure.
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I’S OF HOSPITAL INDUSTRY
➢ INTANGIBILITY
Intangibility indicates that the service has no physical attributes and as a result, impossible for
customer to taste, hears, feel or smell before they actually use it. Hospital industry is where the
customers (patients) get treated for physical problems they have. The customers can’t really
realize the service provided until they get well. For this they have to provide good
supplementary services. The only way they can provide tangible clues to make the service
provided a success. For e.g. the hospitals provide extra facilities like television, or then friendly
personnel’s can make a difference.
➢ INCONSISTENCY
It’s also referred to as heterogeneity or variability. The inconsistency occurs largely
because of different service providers perform differently on different
occasions.Interaction between customer and provider may vary from customer to
customer. Standardization is hard to maintain. Every doctor is not the same and may
not give the same diagnosis. Also a patient may not each diagnosis in a different way.
Also since the quality of work done can be determined only after the service is
performed the providers have to be well trained in case of performing the service
process.
➢ INSEPARABILITY
Inseparability means that the service cannot be separated from the creator-seller of the
service. In fact there are many services which are created, delivered and consumed
simultaneously through interaction between customer and service producers. Here too the
customer, i.e. the patient has to come up to the hospital to get the treatment. The customer
has to be present when the service is performed. In fact in case of hospitals the service is
created and delivered simultaneously. The type of service to be provided depends on the
customer.
➢ INVENTORY
Services cannot be easily saved, stored or inventoried. This is all due to the perishable
nature of the services. Also there’s cost also associated with the carrying of inventory.
Here the costs are more subjective and are related to capacity utilization for e.g. if a
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doctor is available but there’s no patient during that period, the fixed cost of the idle
physicians salary is a high inventory carrying cost. Also due to demand fluctuations the
services cannot be stored. E.g. there’s a lot of rush at the dentists clinic in December
and January as that’s the time when there are lots of tourist visiting India.
OPPORTUNITY
OUTLOOK
• The industry is expected to grow to US$79 billion by 2012
• Medical tourism is expected to become a US$2.2 billion industry by 2012
••
POTENTIAL
• Increasing health awareness: share in total private consumption expected to increase by 10%
• Increasing penetration of health insurance
• Rapid growth in private sector companies owning and managing hospitals
• High-growth in medical tourism
• Cost of comparable treatment is on average 1/8th to 1/5th of those in western countries.
• Opportunities exist in multiple segments along the value chain
• Service providers: curative and preventive in primary, secondary and tertiary care.
• Infrastructure: hospitals, diagnostic centres
• Health insurance: less than 10% of the population is covered by health insurance.
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2. INTRODUCTION TO THE ORGANIZATION
GT GROUP OF COMPANIES
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With an objective of providing employment oriented training programmes in computer
Hardware & networking GT group has launched GT Computer Hardware Engineering College
(P) Ltd. in 1994.
Currently, with more than 70 centers all over India GT is the largest ISO 9001:2000 certified
vocational training company, having academic alliances with the global IT firms &
organizations. GT group is a technical conglomerate consists of various divisions like GT
Radio TV Training Centre, GT Publication, GT Computer Hardware (P) Ltd. and GT Link
International.
DIRECTOR DESK
“Success is a journey, not a destination”
Success is basically what, when opportunity meets preparation. Apparently for
consistent success one should have an eye on opportunities and then to start the
preparations accordingly. Now whether it will be a success or a failure depends all on
your preparations and if you have a committed team of people it will definitely be a
success. Rapid changes have been taken place as far as technical advancements and
engineering are concerned within two decades. We at GT are always committed to
incorporate all such advancements not only for the growth of the organization but also
to serve the society as a whole.
When an organization expands itself in multiple facets, then the responsibilities also
shoot up to an extent that you have to fulfill the expectations of all those who have
generated faith on you. Through this annual magazine “Yatharth” what we reveal is the
quantitative and qualitative analysis of our achievements in a year gone by.
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Journey continues.
VISION
To qualitatively develop highly skilled, competitive and industry oriented manpower that
can cater the entire technical world and acquire a highly respectable position globally.
MISSION
To innovatively upgrade the training, education and development pathway along with
the technical advancement through the core competency of the electronics background
as per the industry demand and set quality standards.
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2.1 COMPANY PROFILE
Today, with a distinct Electronic Division, GT trains students into basic electronics like
diodes, transistors, integrated circuits and progressively trains the students into color
television to analog, digital and microprocessor based circuits like emergency lights
telephone systems, STD/PCO machines, EPBX systems, to the most complicated
circuits like digital music system, VCD and DVD players., mobiles, colour labs,
electronic weighing machines etc.
In 1984, GT started with a monthly bulletin. Its tremendous response
prompted GT to start its Publication Division in 1984. Today GT publications
has over 450 volumes in various subjects both in English and Hindi read by
more than 10,00,000 readers across the country & abroad. This division today
commands a network of 850 dealers and distributors across India &
neighbouring countries.
Driven by continuing updation and ongoing response, GT started with
Computer Hardware Division with the name of GT Computer Hardware
Engineering College (P) Ltd. in 1994 under the guidance of Mr. Siddhartha
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Gupta, an Electronics & Telecom Engineer. Today, GT Computer Hardware
Engineering College offers the students the best curriculum and unparalleled
methodology; it provides the students with the best placement opportunities in industry
in India and abroad. Our mission and goals are to provide quality programs that are
sound in concept and implemented by competent and dedicated faculty geared to serve
those seeking a solid foundation.
GT Link International is the new venture of GT group started in the current year 2006 for
the distribution of mobile products in India through their distribution network. Within a
very short span of 3 months more than 13 distributors and 26 dealers of Rajasthan
have joined the network. Expansion in MP, UP, Punjab & Haryana has been planned
and within a year this network will be established all over India. This division covers the
distribution of Books, documentation and diagrams for Mobiles along with Instruments
for Software, Devices and Tools for repairing, Accessories, Batteries and Travel
Charger. The consignment of the products has been imported from China under the
said division.
ALLIANCE
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GT Link is the collaborative effort of GT Export and Guangzhou Link
Electronic Technology Co. Ltd for the distribution of technical products, technical books
and documentation diagrams related to Computer Hardware, Mobile phone, Data
Transmission and Software Repair in the Indian subcontinent through their distribution
network. The joint effort is in the direction with a dream of cohesion of technical and
domain expertise from two entirely different continents of diversified cultures and
environment with a vision of bringing new technologies in the developing markets of
Asian countries.
QUALITY POLICY
“ To Provide most-progressive and industry specific technical & professional training
oriented towards current employment needs."
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Standards we keep to manage our business .The Quality Management Systems
established by the institution has been compliant with ISO 9001 :2000.
The scope of the certification includes the courseware design, development and
conduct of the short term, career and occupational (technical/professional) courses in
Electrical, Electronics and Computer Hardware including repairing & servicing.
FUTURE CENTRIC
To be a preferred brand in the field of technical education by creating a benchmark process in
upgrading and spreading technical knowledge.
RESPECT
We honour the rights and beliefs of our fellow associates, our customers and our stake holders.
GT group believes in treating others with the highest degree of dignity, equality and trust.
TEAM WORK
GT group promotes and supports a diverse, yet unified team. We work together to meet our
common goals through conscious efforts and teamwork.
ACCESSIBLE
GT group ensures accessible, value for money services that meet people's needs.
1986: VCP/VCR
1985: Colour TV
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2.2 AANCHAL MOTHER CARE AND FERTILITY HOSPITAL
The Hospital is furnished with most modern equipment and the care-givers are most
competent set with finest expertise in the field. Aanchal offers the best services in
mother care and fertility with most-updated technology and modern infrastructure.
Our Vision
To become the most trusted name for reproductive healthcare and well-being.
Our Mission
To provide state-of-the-art Healthcare and Medical Infrastructure and attain excellence
in providing best health care services to community.
Promoters
Aanchal is promoted by GT Healthcare Trust and is a venture of the GT Group. GT
Computer Hardware Engineering College, a flagship company of GT Group, is India's
largest certified vocational training institute with over 120 centres all over the country.
INTRODUCTION OF AANCHAL HOSPITAL, JAIPUR
Super Deluxe: - This ward has 4 rooms and 2 beds in each room one for patient and
one for attendant and a small freeze.
This hospital has 4 OPD’s 2 Operation theatre and IVF(in vitro fertilization) has its
separate operation theaters and there are all new machines and equipments in the
operation theaters and just after the operation theater there was recovery room where
patient is taken after the operation. In this hospital 10-15 LCD TV are equipped and by
which knowledgeable topics things are shown to the pregnant ladies and operation
procedure.
Aanchal hospital is on the introduction stage and in marketing four stages are exist. On
the basis of these stages strategies can be made regarding advertisement and researsh
So these stages can be understood with the help of PLC (product life cycle model)
which is given below.
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s very difficult to make the profit at this stage.
And if we talk about the GT GROUP than it is at growth stage it is growing and people know that GT is for
computer education, which is in hardware, and networking and growing rapidly.
t is a venture of GT group of companies trust and if we talk about the GT group of company than it Is on
growing stage that’s why it is expanding its business further in various segment as in hotel industry and in
healthcare segment (Aanchal) so it is on the growth stage and if we talk about the Aanchal mother care and
ertility hospital than with help of PLC model.
t is mentioned PLC model in which It is written that at introductory stage of any business or product than
here will be BEP or loss or minor profit could occur. So It can be understood with the help of above graph
hat introduction stage an organization could be on the losses or minor profit or at BEP level and after some
ime when an organization starts working than it sharply earns good profits.
Main important thing is that for such time either firm earns profit or mostly at BEP level but after some time
people becomes aware about the product and give the response to it and like the quality than it earns good
profits in future.
Next is that an entrepreneur has a patience in that time and all he must be aware about the product and
what’s happening around the business must be known about all. And he has to take care so many things,
which are as follows-:
1. Must be aware about the new venture
2. Having all knowledge about that same industry
3. Keen regarding take the decisions
4. Have patience during the loss time
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5. Take care of advisements of that product
6. Have keen eye on the competitors
7. Must be fair price of the product
Aanchal mother care and fertility hospital’s CEO Mr. Siddhartha gupta is so eligible in terms of taking the
decisions. He meets personally with all employees who are working in the Aanchal mother care and fertility
hospital and shared his thought with the management trainees so have the all information regarding the
competitors and take quick decisions.
So it is true that Aanchal mother care and fertility hospital will definitely get the success in the coming time
hough the health care sector will be on boom in future.
1. RESEARCH METHODOLOGY
MEANING
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1. Engaging assistant professor or student to design and conduct studies. GT group of companies hire
summer trainees from management institutions of cost effective marketing research of new product
( AANCHAL HOSPITAL).
2. Monitoring published information and actions systematically his may done by examining newspapers,
websites, industry reports and by visiting competitive outlets.
RESEARCH PROCESS
The personal consumer buys goods and services for his own use, for the use of
household, or as a gift for a friend. The organizational consumer includes profit and not
for profit businesses, government agencies (local, state, national) and institutional all of
which must buy products, equipment, and services in order to run their organizations.
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Healthcare is relatively insulated from the current downturn because of a high
proportion of elderly among the population; they are wealthier than previous generations
and more health-conscious. In addition, there is an increasing trend for home-based,
individual and long-term care which leads to higher demand for medical and healthcare
products and services, regardless of the economic climate.
To be sure, people will still get sick and require medical care regardless of the state of
the economy. Yet the inclination towards back to basics has an impact on consumer
behavior. To scale back expenses, consumers are looking for self-care health products,
such as thermometers and blood pressure monitors. They also tend to favor over-the-
counter medicines at the expense of prescription drugs, while relying more on disease
prevention medicines like vitamins. Meanwhile, there emerges a budding trend towards
advanced mother care products, which may provide a buffer to the health of a pregnant
lady.
Some factors on which consumer behavior depend:
1. Consumer Perception
2. Consumer Attitude formation
3. Consumer Influencing factors
CONSUMER PERCEPTION
Individual acts and react on the basis of their perceptions, not on the basis of objective reality.
For each individual, reality is a totally personal phenomenon, based on that person’s needs,
wants, values and personal experiences. Thus, to the marketer, consumers’ perceptions are
much more important than their knowledge of objective reality. For if one thinks is so, that
affects their actions, their buying habit, their leisure habits, and so forth. And because
individuals make decisions and take actions based on what they perceive to be reality, it is
important that marketers understand the whole notion of perception and its related concepts to
more readily determine what factors influence consumer to buy. Before the introduction of IVF
TECHNOLOGY consumer has no idea about the product. Because Mr. SIDDHARTH GUPTA
understood the behavior of consumer, it provided the company with a way to interpret the new
offering in a manner congruent with their needs, which anybody else failed to do so for the
same product.
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QUESTIONNAIRE
1. Is brand name of a hospital is your first priority?
a) Yes
b) no
c) Neutral
1. Does satisfaction matters you for the health product?
a) Yes
b) no
c) neutral
1. Is private hospitals are better than government hospitals?
a) Yes
b) no
c) neutral
On the basis of my survey, I have given some grading according to the perception of consumer
in the area where I have studied.
GRADING
1 2 3 4 5 6 7 8 9 10
YES NO NEUTRAL
SAMPLE SIZE: - 50
AREA NAME
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P RAJA BAJAJ GANDHI MALVIYA MANSA
E PARK NAGAR NAGAR NAGAR ROVAR
R
C
E
P
T
I
O
N
BRAND 1-3 7 - 10 7 - 10 1-3 4-6
NAME
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QUESTIONNAIRE
1. Do your buying decision depend upon religious factor?
a) POSITIVE
b) NEUTRAL
c) NEGATIVE
GRADING
1 2 3 4 5 6 7 8 9 10
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SAMPLING SIZE : - 50
AREA NAME
A RA B G M M
T JA A A A AN
T PA J N L SA
I RK A D V RO
T J H I VA
U I Y R
D N A
E A N
G A N
A G A
R A G
R A
R
R 4 – 1 1 4 1
E 6 -6
L - - –
I 6 6
G 6
I
O
U
S
F
A
C
T
O
R
A 1 - 1 1 1 1
W 6 -6
A - - -
R 6 6 6
E
N
E
S
S
N 1 - 4 4 4 4 -
E 6 6
W - - -
N 6 6 6
A
2
M
E
F 4 - 1 1 4 1
A 10 -6
M - - -
I 6 6
L 1
Y 0
F
A
C
T
O
R
C 7 - 1 1 1 1 -
O 10 6
S - - -
T
6 6 6
CONSUMER INFLUENCING FACTORS
Marketer may have divergent goals with regard to consumer conformity. Some
marketers, especially market leaders, are interested in the ability to change consumer
attitudes and behavior by encouraging conformity. To be capable of such influence, they
must accomplish the following:-
1. Inform or make the individual aware of a specific product or brand.
2. Provide the individual with the opportunity to compare his or her own thinking with the attitudes
and behavior.
3. Influence the individual to adopt attitudes and behavior that are consistent with the norms.
4. Legitimize the decision to use the same products.
In contrast, marketers, especially those responsible for a new brand or a brand that is
not the market leader, may wish to elect a strategy that asks consumers to strike out
and be different and not just follow the crowd when making a purchase decision.
factors which affect the consumer behavior are:-
QUESTIONNAIRE
a. How much your reference group influence your behavior towards health products?
b. How much your family influence your behavior towards health products?
c. How much your opinion leader influences your behavior towards health products?
d. How much your culture influences your behavior towards health products?
3
e. How much media influence your behavior towards health products?
SAMPLE SIZE : 50
AREA NAME
I RAJA BAJAJ GANDHI MALVIYA MANSAROVAR
N PARK NAGAR NAGAR NAGAR
F
L
E
N
C
I
N
G
F
A
C
T
O
R
R 1 2 2 2 1
E 0 0 0 0 0
F % % % % %
E
R
E
N
C
E
G
R
O
U
P
F 2 3 3 2 3
A 0 0 0 0 0
M % % % % %
I
L
Y
O 2 1 1 1 1
P 0 0 0 0 0
I % % % % %
N
1
I
O
N
L
E
A
D
E
R
C 1 2 2 2 3
U 0 0 0 0 0
L % % % % %
T
U
R
E
M 4 2 2 3 2
E 0 0 0 0 0
D % % % % %
I
A
RESEARCH
EXPLORATORY DESCRIPTIVE
1
DATA TYPE: Primary data
PRIMARY DATA: Primary data are generated in an investigation according
to the needs of the problem in hand. In the case of primary sources more
efforts and thinking is required for designing data collection procedure.
2
3.6 SCOPE OF STUDY
A manager through research, can quickly get the knowledge of the current scenario pertaining to a given
problem, which improves his information base for making sound decisions that may affect the future of the
organisation’s various operations. The following are the major areas in which research plays a role in taking
effective decisions.
1) Financial Management:- This is one of the most pivotal functional areas of management as
efficient utilization of a business enterprise directly relates to the effectiveness of the
enterprise. Financial management is now concerned with:
➢ Determining financial needs
➢ Raising funds at minimum cost
➢ Making optimum allocation of funds
➢ Developing control tools for financial performance
➢ preparing financial data for decision- making
1) Production Management:- production means the conversion of input in the form of raw
materials, with the aim of machines, to output in the form of goods of services by the use of
manpower. Frederic. W.Taylor advocated the use of scientific methods for determining
methods of production in the early part of the present century. Currently, the production has
undergone tremendous change with the advent of new techniques and new methods.
2) Banking System:- Banking institutions have found it useful to setup research departments
for the purpose of gathering and analysing information for their internal operations for making
independent studies on economic conditions of business. Reserve bank of india has set up an
excellent research department for planning and management. Currently the banks offering
master cards are using research methods on a large scale to increase their business.
6) Social Science
1) Lack of resources
2) Conceptualization Problem
3) Lack of Training
4) Lack of Interaction
5) Lack of Confidence
6) Absence Code of conduct
7) Problem of co-ordination
8) Repetition
9) Inefficient information system
2
4. FACT & FINDINGS
2
5. ANALYSIS AND INTERPRETATION
REASONS
a. provide all the latest technologies.
b. They have experienced doctors.
c. they have visiting hour doctors
2
2. Do you know about IVF technology?
Reasons
a. lack of awareness
b. very less hospitals has this facility.
Reasons
a. its easy for patients to get the test done easily.
b. time saving
Reasons..
a. they have all the technologies.
b. they have latest technology.
c. they have ambulance facility.
2
5. How many gynae test are done in your diagnostic lab?
Reasons
a. Population size is small.
b. Has a brand name.
c. Less time consuming.
d. Have all the latest equipments.
2
6. SWOT
ANALYSIS
2
7. CONCLUSION
1. Timing problem of advertisement: - advertisement timing was not the appropriate in my view
because on the same day we are advertising by the newspaper and by pamphlets so suddenly
it is not possible for every one to come in hospital. Because most of people’s planning already
have been decided before couple of days, and at the same moment they can not change so
they could not come if we give the advertisement before couple of days than we can make first
priority of confused but desired prospective.
2. Mental impression or image: - simple thing that if a person see one thing one time of that
same day (event day) and other thing which he see twice thrice and four and five times before
the event occurring than it leaves the impression on ones mind because a person always see
the advertisement of there nearest nursing home so it is very difficult to wash that image from
the mind of that prospective. So by watching the advertisement again and again we can
change there’s mentality. So finally I would like to conclude that despite of giving
advertisement and pamphlets on the same day and together. It must have been given on
alternative days so that we can change their mentality.
3. Must be focused on other way of advertisement such as:- Sandwich advertisement, quiz
contest regarding mother care, fertility and child care in small colonies in evening time only for
ladies, pamphlets with special benefit on the medical shops.
4. Aanchal magazine: - I think that there should be the Aanchal magazine in which we must
mention all facilities and doctors experience and theirs achievements and why the patient
should come at Aanchal mother care and fertility center and all new technologies are
described in the magazine it should be of 10 pages.
3
9. APPENDIX
QUESTIONNAIRE FOR HOSPITALS
Name………………………………………………………………………………………………
Area……………………………………………………………………………………………….
Established………………………………………………………………………………………
Owner/trusty…………………………………………………………………………………
CMO………………………………………………………………………………………………
Nursing sup…………………………………………………………………………………….
Front desk in charge…………………………………………………………………………..
Conducted by…………………………………………………………………………………..
Date……………………………………………………………………………………………….
3
Q-7.What advertising media do you use?
Q-8.Wow many ambulances does your hospital have and does it meet the
requirements?
Benefits:-
➢ We got the contact no of the doctors that can be used by our management to recruit the
best and experienced hospitals.
➢ Helpful in getting the inside information of the other hospitals so that we can develop
core services that no body has.
➢ Comparison with other hospitals in regard of consultation fees, front office staff location
and technology that is beneficial for any organization to make itself than others.
➢ Identification of potential customer in particular area for gynecology and pediatrics.
➢ Number of hospital in the city and the strong competitors that are to be taken seriously.
➢ Facilities used by the other hospitals.
➢ Weakness of the other hospital that can help us to make our hospital best.
3
Established……………………………………………………………………………………
Owner………………………………….…………………………………………………………
CMO…………………………………….…………………………………………………………
Front desk incharge……………………………………………………………………………
Conducted by…………………………………………………………………………………….
Date………………………………………………………………………………………………
Q-1. How many diagnostic tests are being done at your centre?
Q-7.Which doctor do prefer if asked for the problem of pediatrics and gyne?
Benefits:-
➢ Source of direct marketing that will open the way future customers.
➢ Interaction made it easy to negotiate with the diagnostic centre ower.
➢ Diagnostic centre could be used for the promotion of the Aanchal.
2
Q-1.Which pharmaceutical do prefer?
Benefits
2
10. BIBILIOGRAPHY
WWW.WIKIPEDIA.COM
WWW.GOOGLE.COM
WWW.SCRIBD.COM
HEALTH MAGZINES
PERIDOCALS