SYNOPSIS

ON
CONSUMER BEHVAIOUR TOWARDS HEALTH CARE
PRODUCT
SUBMITTED TO

SUBMITTED BY

UTTARANCHAL UNIVERSITY
DEHRADUN

Consumer Behaviour:Definition: The official definition of consumer behaviour is given by the American Marketing
Association as: the dynamic interaction of the affect and cognition, the behaviour and
environment through which people carry out transactions in their life.
Consumer behaviour reflects consumers decisions with respect to:

the acquisition, consumption, and disposition

of goods and services, time, and ideas

By (human) decision making (over time).

(Prof. Dr. Maggie Geuens, Consumer Behaviour, 1999)

Consumer receives stimuli which affect on his consuming behaviour. This stimulus comes from:

The financial environment (favourable or ominous financial conditions).

The political environment (smoothly or foggy political setting).

The technological environment (technological progress or recession).

The companys marketing mix as for the product, the price, the place and the promotion.
(E.g. a television advertising spot or a handing-over in the price of product).

Five-Stage Model of the buying process:

(Kotler 1993, p. 182)

This model implies that consumers pass through all five stages in buying a product. This may be
the case in high-involving purchases. In low-involvement purchases, consumers may skip or
reverse some of these stages. This model shows the full range of considerations that arise when a
consumer face a highly involving new purchase.

Through the studying of consumer behaviour some fundamental questions comes abroad such as:

Why does consumer buy a product?

How does consumer buy the product?

How does consumes or use the product?

How does consumer develop a product after buying it?

How consumer exempted from the product (or his packing) after its usage?

(Prof. Dr. Maggie Geuens, Consumer Behaviour, 1999)

Those questions find answers through the study of the factors that influences consumers
behaviour. Those factors are separated in four categories: social, cultural, demographical and
psychological. Those factors and its categories are the following:

1. CULTURAL FACTORS
Culture: Culture (or civilization) is the highest entity of personal identification with the society.
These entities were in the past the nations and could be in the future the civilizations (Western,
Muslim, Hindi, Chinese). Human behaviour is largely learned. The growing child acquires a set
of values, perceptions, preferences and behaviours through a process of socialization involving
the family and other education institutions.

Subculture: Each culture consists of smaller subcultures that provide more specific identification
and socialization for its members. We can distinguish several subcultures in the different
countries. We can distinguish:
National groups (immigrants, Europeans and non-Europeans)
Religious groups (Catholics, Protestants, Orthodox, Muslims, and Jews)
Geographical areas (Regions, regional identity)
2. SOCIAL FACTORS:
Social class: Social classes are relatively homogeneous and enduring divisions in a society,
which are hierarchically ordered and whose members share similar values interests and
behaviour Social classes show distinct product and brand preferences in such areas as
clothing, home furnishing, leisure activities, automobiles, and food and beverages. (KOTLER,
2000, p. 161)
Social roles and statuses: A person participates in many groups throughout life such as family,
clubs, and organizations. The persons position in each group can be defined in terms of role and
status. A role consists of the activities that a person is expected to perform according to the
persons around him or her. Each role carries a status reflecting the esteem accorded to it by
society. Roles and statuses are at the same time dynamic and static phenomena:

They change with the economic and social progress (land owner, entrepreneur)

People with higher status like to remain their position.

People choose products that communicate their role and status in society. But status

symbols

vary for social classes and also geographically.

Reference group: A persons reference groups consist of all social groups that have a direct
(face to face) or indirect influence on the persons attitudes or behaviour (KOTLER, 2000, p.
163-164). We distinguish different reference groups:

Membership groups are the groups to which the person belongs.

Non-membership groups are the groups to which a person not belongs, but which
influence the attitudes and behaviour of the person.

Aspiration groups are groups to which a person would like to belong.

Dissociate groups are groups whose values or behaviour are rejected.

Opinion leaders: Individuals which constitute source of information for specific products and
brands, and they influence consumer decisions (opinion follower).
3. PSYCHOLOGICAL FACTORS
Personality: The total internal characteristics of an individual that determines the way how he
reacts. (E.g. self-monitoring, self-concept, sociability, etc).
Self-concept: The picture or the perception that each individual has for his exterior appearance,
his mental faculties, his character and generally speaking what concerns the individual as a social
being.
Lifestyle: It expresses the values that an individual has in their life. It constitutes important
variable of market segmentation.
Motivation.
Perception: The process, with which an individual selects, organises and it interprets incomes of
information with an aim to create a reasonable picture for the world.
Beliefs and attitudes: The total knowledge from advertises or other promotion energies, but also
personal experiences, that the individual - consumer acquires and maintains in his memory.
Configuration of specific beliefs and attitudes for specific products, specific brands, specific
retailers, even though for specific production countries.
4. PERSONAL FACTORS.
Age and life-cycle stage: People buy different goods and services over their lifetime. They eat
baby food in the early years, most foods in the growing and maturing years, and special diets in
the later years.

Lifestyle: People coming from the same subculture, social class, occupation but may lead
different lifestyles. A persons lifestyle in the persons pattern of living in the world as expressed
in the persons activities, interests, and opinions. Lifestyle portrays the whole person interacting
with his or her environment.
Occupation: A persons consumption pattern is also influenced by his or her occupation. A
white-collar worker will buy other clothing and food as a blue-collar worker.

Health Care Product Meaning:

Health Care Products are those which help the people to re-gain their energy and also
helpful in making their health good enough.
Through health care products, people are able to work effectively and efficiently and their
immuno system works better.

Consumers Behaviour towards various health care products:

Following of these are the various health care products related to consumers needs:-

1. Chyawanprash

In chyawanprash these two are the leaders in the market, and the consumers say that we use it to
maximize the resistance power of our body and to prevent various symptoms against our health.

2. Glucose D

It is used by the consumers to gain energy instantly and they believe that they should buy bigsize of it because as an average price is less and they use it mostly in summer season and most of
them like Glucon-D more in comparison of Dabur Glucose.

3. Honey
Consumers use it to reduce fat as well as gaining of fat, and it also used in various types of
ayurvedic medicines and they say that purchasing of private brands honey is better than Daburs
Honey due to less price and they said that we like to purchase in big packagings due to more
consumption.

4. Revital

Revital is a comprehensive every day food supplement that has a balanced mixture of vitamins,
minerals and ginseng. Ginseng is an herbal extract, normally used to added energy and well
being. Revitals balanced mixture rejuvenates and strengthens body organs and helps maintain
excellent health. The dosage of necessary nutrients including vitamins A, B -complex, C, D and
E, minerals and other trace elements cover the every day requirements of a person and

consumers say that they like to buy its bottle because there are 30 capsules in that and on behalf
of average price, price is less.

5. Eno

Help relieves upset stomach and the after- effects of too much food, and everybody is aware by it
and most of the urban customers like to buy its bottle due to less average price in comparison of
sachet.

6. Hajmola

Eases condition of flatulence, Controls Dyspepsia, Increases appetite, Helps in proper digestion
and relieves indigestion and most consumers like to purchase its sachet due to less price and also
easy to bring every-where.

7. Body Grow Supplements

All of these are the choice of the youths who do the weight-lifting.
All of these are 100% pure pharmaceutical grade improves your muscles' performance during
high intensity activities such as weight training, running and any opther aerobic or Anaerobic
exercise and most of them like Creatine on first priority due to its brand name and also for its
quality. Consumers say that if you want to build-up your body then you must have these
supplements.

8. Pudin Hara

Most of the consumers say that Dabur pudin hara gives quick relief from stomach ache, gas and
indigestion. Its is a trusted fast action remedy for stomach disorders. Pudin hara is completely
natural and safe and they like its liquid on first priority instead of tablet because its instant to use
and results are better.

9. Gatorade

It is known as energy drink for the youths. Gatorade is a brand of flavored non-carbonated
sports drinks manufactured by the Quaker Oats Company, now a division of PepsiCo. Intended
for consumption during physically active occasions, Gatorade beverages are formulated to
rehydrate and replenish fluid, carbohydrates and electrolytes.
Most of the consumers dont use it due to high-prices and they opt other substitutes available in
the market.

Objectives of the Research

The main motto of the present study accomplishes the following objectives:-

1. To analyze the behavior of consumers towards various Health-Care Products.

2. Awareness of various Health-Care Products available in the market and their respective uses.
3. To make comparative analysis of various Health-Care Products.

LITERATURE REVIEW
There are so many products regarding health care available in the market.
We can give the explanation about them in the following manner:

Chyawanprash
Chyawanprash

Chyawanprash has Amla - one of the richest sources of Vitamin C, Kesar along with 47 other
trusted ingredients
It has anti-oxidant properties and strengthens your body's internal defence mechanism, the
immune system. Thereby, protecting you from everyday infections, cough and cold, stress etc. In
addition, it also enhances your stamina along with general well being.
Chyawanprash an everyday habit and see your family healthy and happy always.

Glucose-D

A Replenishes: For quick recovery of energy lost due to fatigue. An Energizer: An energy boost
for that extra effort that sets the winner apart. A natural Choice of a winner. A Guardian: Provides
essential nutrients to the body. Refreshes and energizes you to fight tiredness and fatigue caused
by summer heat. Glucose- D is a ready source of energy for the body tissues. Drink Glucose-D
regularly and get yourself the power to win. It is especially good for children and sportsmen

Honey

Honey has been used for its medicinal and therapeutic value for centuries in India. Honey, helps
every household imbibe the goodness of this natural wonder liquid in their day-to-day life.
It comes under the category as a food product
Largest player in the branded honey market, commanding over 75% of the total share

Recently launched in convenient, easy-to-use squeeze pack

Focusing on promoting food-led usage.

Revital as energy booster

Revital is a comprehensive every day food supplement that has a balanced mixture of vitamins,
minerals and ginseng. Ginseng is a herbal extract, normally used to added energy and well being.
Revitals balanced mixture rejuvenates and strengthens body organs and helps maintain excellent
health. The dosage of necessary nutrients including vitamins A, B -complex, C, D and E,
minerals and other trace elements cover the every day requirements of a person.

Eno

Help relieves upset stomach and the after- effects of too much food, and Everybody is aware by
it.

Hajmola

Eases condition of flatulence, Controls Dyspepsia, Increases appetite, Helps in proper digestion
and relieves indigestion and most consumers like it.

Body Growth Supplements

All of these are the choice of the youths who do the weight-lifting.
All of these are 100% pure pharmaceutical grade improves your muscles' performance during
high intensity activities such as weight training, running and any opther aerobic or Anaerobic
exercise.

RESEARCH METHODOLOGY
Research always starts with a question or a problem. Its purpose is to question through the
application of the scientific method. It is a systematic and intensive study directed towards a
more complete knowledge of the subject studied. Marketing research is the function which links
the consumer, customer and public to the marketer through information- information used to
identify and define marketing opportunities and problems generate, refine, and evaluate
marketing actions, monitor marketing actions, monitor marketing performance and improve
understanding of market as a process.

Marketing research specifies the information required to address these issues, designs, and the
method for collecting information, manage and implemented the data collection process,
analyses the results and communicate the findings and their implication.
I prepared my project as Exploratory Research type, as the objective of the study demands the
answers of the questions.

The Marketing Research Process

As marketing research is a systemic and formalized process, it follows a certain sequence of
research action. The marketing process has the following steps:

1. Formulating the problems

2. Developing objectives of the research
3. Designing an effective research plan
4. Data collection techniques
5. Evaluating the data and preparing a research report
Here, in this research I used Secondary Data.

RESEARCH
EXPLORATORY RESEARCH
As there was a need to know the best possible practices regarding customers perception and
mere description of the situation will not be sufficient, exploratory research has been used. This
research was done through the Secondary Data Collection:1.

Various Websites

2.

Books and Magazines

3.

News-papers, etc.

CONCLUSION
Company should use the tool of advertising for marketing the brand and the product.
The company shows the positive trend in growth but it can be increased more if it
focuses on building the lower & middle class family.
Consumers are switching from one product to another due to changes in marketing
strategies adopted by various companies.
Company should focus on seasonal demand of products.

BIBLIOGRAPHY
Books: Kotler, Philip (2005) "Marketing Management", Pearson Education
(Eleventh Edition).
Malhotra, N.K. (2005). " Marketing Research: An Applied Orientation",
Pearson Education (Fourth Edition).

Web sites:www.google.com
www.businesstoday.com
www.answers.com
www.wikipedia.com
www.yahoo.com
www.expresshealthcaremgmt.com/20030815/events6.html
www.marketresearch.com/map/prod/1002524.html
www.Commerce-Database.com
www.expresshealthcaremgmt.com/20030815/events6.shtml
www.nestle.com.au/milo
www.tradekey.com/ks-health-drinks