A STUDY ON CONSUMER PERCEPTION TOWARDS PRIVATE HEALTH CARE

SYSTEM WITH A SPECIAL REFERENCE TO TIRURANGADI PANCHAYAT

Project report submitted in partial fulfilment.

of the requirements for the award of degree of

Bachelor of Commerce (FINANCE)

from

University Of Calicut

Submitted By

SHEJILA FARHATH k(FPAVBCM098)

Under the Supervision and guidance of

Mrs.UMMU HABEEBA P K

Assistant Professor

Dept. Of Commerce and Management Studies

Department of Commerce
and Management Studies
KOTTAKKAL FAROOK ARTS AND SCIENCE COLLEGE
Parappur P.O, Kottakkal, Malappuram, Kerala-676503
2021 - 2024
 Department of Commerce and Management Studies

KOTTAKKAL FAROOK ARTS AND SCIENCE COLLEGE

PARAPPUR-676503

Certificate
This is to certify that the project report entitled “A STUDY ON CONSUMER
PERCEPTION TOWARDS PRIVATE HEALTH CARE SYSTEM WITH A
SPECIAL REFERENCE TO TIRURANGADI PANCHAYAT that is being submitted
by SHEJILA FARHATH K(FPAVBCM098) for the award of Bachelor of Commerce
of

University of Calicut is based on the bonafide project work carried out by her under my
supervision and guidance at Kottakkal Farook Arts and Science College during the
year 2023-24. The result embodied in this report have not been included in any other report
submitted previously for the award of any degree or diploma of any other university or
institution.

Mr. MUJEEB T.P Mrs.Ummu Habeeba PK

Head Of Department Main Project Guide

Dept. Of Commerce and Management Studies Assistant Professor
Kottakkal Farook Arts and science College Dept. Of Commerce and Management Studies
Kottakkal Farook Arts and science College

EXTERNAL EXAMINER:
 Declaration
I, SHEJILA FARHATH K(FPAVBCM098), hereby declare that the project
report entitled “ A STUDY ON CONSUMER PERCEPTION TOWARDS
PRIVATE HEALTH CARE SYSTEM WITH A SPECIAL REFERENCE TO
TIRURANGADI PANCHAYAT” submitted to the University of Calicut for the
award of Bachelor of Commerce under the faculty of Commerce and
Management Studies is an independent work done by me under the supervision
and guidance of
Mrs.UMMU HABEEBA PK

I also declare that the report contains no material which has been accepted for the
award of any other degree or diploma of any university or institution and the best
of knowledge and belief, it contains no material previously published by any
other person except where due reference is made in the report.

Place:
Date: SHEJILA FARHATH K(FPAVBCM098)
 Acknowledgements

I wish to express my deeply felt sense of gratitude and indebtedness to everyone

who contributed to the submission of the project work. I refer my great
indebtedness to my supervising teacher Mrs.UMMU HABEEBA P K . for
the scholarly guidance and supervision which enabled me to complete the work in
time.
I wish to extend my sincere gratitude to Mr. MUJEEB T.P, the Head of
department of the Commerce and Management Studies and all other
faculties of Kottakkal Farook Arts and Science College, staff, Library, and digital
resource center for providing the necessary facility and help to complete and
improve the project work.
My grateful thanks are also due to the respondents to my questionnaire and
interview schedules, who readily give the relevant data and information.
I extend my thanks to my friends who directly and indirectly helped me to present
the project.
I acknowledge my gratitude to my family who inspired me throughout to finish
the project in time. Finally, I thank Almighty GOD for his grace and blessings
that enabled me to complete the task.

Place:
Date: SHEJILA FARHATH K(FPAVBCM098)
 LIST OF CONTENTS
SI.NO. CONTENTS PAGE NO.

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION

CHAPTER 2 REVIEW OF
LITERATURE

CHAPTER 3 THEORETICAL
FRAMEWORK

CHAPTER 4 DATA ANALYSIS

AND
INTERPRETATION

CHAPTER 5 FINDINGS,
SUGGESTIONS
AND
CONCLUSION

BIBLIOGRAPHY

APPENDIX
 LIST OF TABLES
TABLE TITLE PAGE
NO. No.

4.1 Age classification

4.2 Gender classification
4.3 Occupation
classification
4.4 Income classification
4.5 Utilization of private
healthcare system
4.6 Sources rely to
gather information
4.7 Factors affecting
selection of private
healthcare
4.8 Switched from
private healthcare to
another
4.9 Importance of
doctor-patient
relationship
4.10 Addressing of
mental health
concerns
4.11 Consideration of
using telehealth
4.12 Transparency of
pricing structure
4.13 Influence of
availability of
modern technology
and equipment
4.14 Contribution in
medical research
and innovation
4.15 Importance of
ambiance and
amenities
4.16 Recommend or not
currently using
private healthcare
4.17 Communicating
health information
4.18 Social responsibility
of private healthcare
4.19 Private or public
more patient centric
 LIST OF FIGURES

TABLE TITLE PAGE

NO. NO.
4.1 AGE CLASSIFICATION
4.2 GENDER CLASSIFICATION
4.3 OCCUPATION
CLASSIFICATION
4.4 INCOME CLASSIFICATION
4.5 UTILISATION OF PRIVATE
HEALTHCARE
4.6 SOURCES RELY TO
GATHER INFORMATION
4.7 FACTORS AFFECTING
SELECTION OF PRIVATE
HEALTHCARE
4.8 SWITCHEED TO ANOTHER
HEALTHCARE
4.9 IMPORTANCE OF
DOCTOR-PATIENT
RELATIONSHIP
4.10 ADDRESSING OF MENTAL
HEALTH
4.11 CONSIDERATION OF
USING TELEHEALTH
4.12 TRANSPARENCY OF
PRICING STRUCTURE
4.13 INFLUENCE OF
AVAILABILITY OF
MODERN TECHNOLOGY
AND EQUIPMENTS
4.14 CONTRIBUTION IN
MEDICAL RESEARCH AND
INNOVATION
4.15 IMPORTANCE OF
AMBIANCE AND
AMENITIES
4.16 RECOMMEND OR NOT
CURRENTLY USING
PRIVATE HEALTHCARE
4.17 COMMUNICATING
HEALTH INFORMATION
4.18 SOCIAL RESPONSIBILITY
OF PRIVATE
 HEALTHCARE
4.19 PRIVATE OR PUBLIC
MORE PATIENT CENTRIC
 CHAPTER 1
INTRODUCTION

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1.1 INTRODUCTION

The private healthcare system involves medical services provided by non-governmental entities,
typically funded through private insurance or out-of-pocket payments. Patients often choose
private healthcare for faster access, personalized services, and a broader range of treatment
options compared to public healthcare. Critics argue it can contribute to healthcare inequalities,
while proponents emphasize its efficiency and innovation. The balance between private and
public systems varies globally, impacting healthcare accessibility and quality. In a private
healthcare system, medical facilities and practitioners operate independently or as part of private
organizations. Patients may have the flexibility to choose their healthcare provider, and services
often include elective procedures, specialized treatments, and amenities not always available in
the public sector. Private health insurance plays a key role, covering or partially covering
medical expenses. While this system can lead to quicker access to care, it also raises concerns
about affordability and the potential exclusion of those who cannot afford premium services.

This study embarks on a comprehensive investigation into the consumer attitudes, preferences,
and experiences with private healthcare, focusing specifically on the Tirurangadi Panchayat
region. As the demand for quality healthcare services continues to rise, the significance of private
healthcare providers cannot be overstated Through a blend of quantitative surveys and qualitative
interviews, this research seeks to find out the consumer perceptions, shedding light on factors
such as service quality, accessibility, cost, and trust. The findings are anticipated to offer
actionable recommendations for private healthcare providers operating in Tirurangadi Panchayat,
facilitating enhancements in service provision and overall consumer satisfaction.

This project investigates to understanding what people in Tirurangadi Panchayat think about
private healthcare. The study explores factors like the quality of services, how easily residents
can access healthcare, and whether it's affordable. Tirurangadi's unique setting makes it an
interesting place to study how people perceive and use private healthcare and it also examine the
quality of healthcare services, including the skills of the medical staff, the technology in use, and
the overall patient care. Additionally, I'll look into how convenient it is for people to reach
healthcare facilities because accessibility is crucial. Lastly, the aim is to understand if the cost of
private healthcare is reasonable for the residents of Tirurangadi. By focusing on this specific

2
area, I hope to uncover insights that can help improve private healthcare services, providing
valuable information for both residents and healthcare providers in Tirurangadi Panchayat.

1.2 STATEMENT OF THE PROBLEM

 The objective of this study is to investigate and analyse the consumer perception towards
private health care services in Tirurangadi Panchayat.
 The research aims to identify the factors influencing consumer preferences, satisfaction
levels, and challenges faced in utilizing private health care facilities within the specified
geographical area.
 By examining these aspects, the study intends to provide valuable insights for healthcare
providers, policymakers, and stakeholders to enhance the quality and accessibility of
private healthcare services in the region.

1.3 OBJECTIVE OF THE STUDY

 To assess consumer perception towards private healthcare

 To measure the satisfaction level of consumers with the quality provided by private
healthcare.
 To identify factors influencing choice of private health care system.
 To identify and analyse the challenges faced by the consumers in accessing private
healthcare services.

1.4 SIGNIFICANCE OF THE STUDY

 The study on consumer perception towards private healthcare services in Tirurangadi

Panchayat holds significant importance for the local community and various stakeholders
involved in the healthcare sector.
 By analysing into consumer preferences and satisfaction levels, the research provides a
roadmap for healthcare providers to enhance the quality of services offered.
 Policymakers can leverage these insights to formulate informed decisions that align
healthcare policies with the specific needs of the community. Moreover, the study's
identification of accessibility challenges contributes to the development of strategies
aimed at improving the availability and reach of private healthcare services.

3
  Studying how people in Tirurangadi Panchayat feel about private healthcare is really
important. If there are challenges for people to get healthcare, the study can find ways to
make it easier. For businesses, like hospitals, it's a guide to make sure they provide what
the community wants. Overall, this study is like a helpful tool to make healthcare better
for everyone in Tirurangadi Panchayat.

1.5 SCOPE OF THE STUDY

This study looks closely at what people in Tirurangadi Panchayat think about private healthcare.
It wants to understand why people choose certain healthcare services and if there are any
problems in getting them. The study also checks how age, income, and education affect these
choices. Trust in healthcare providers is also a big part of the study, like how much people
believe in the doctors and hospitals. The goal is to figure out what's working well and what needs
improvement. In the end, the study will suggest practical ideas to make healthcare better for
everyone in Tirurangadi Panchayat.

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1.6 RESEARCH METHODOLOGY

The research methodology for studying consumer perception towards private healthcare in
Tirurangadi Panchayat follows a thoughtful and systematic approach. Using a descriptive
research design, the study plans to collect data at a specific point in time, employing methods
like surveys, interviews, and focus group discussions to gather information directly from the
residents. The sampling process will carefully select participants from the local population, and a
structured questionnaire will be designed to capture a comprehensive view of consumer
preferences and challenges.

1.6.1 RESEARCH DESIGN

A Research design is a systematic planning of research usually including formulation of a

particular question. It is a conceptual framework within which research is conducted. This study
is based on descriptive method research mainly based on primary data. Research design is a set
of methods and procedures used to collect and analyse measures of the variables specified in the
problem of research.

1.6.2 SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given population. Here a
convenience sampling design is used for this research study. Convenience sampling is a type of
non-probability sampling where the sample is taken from a group of people easy to reach.

1.6.3 SAMPLE SIZE

Sample size is the number of participants observed included in a study. Here 50 samples are
selected for the study.

1.6.4 SOURCES OF DATA

A) Primary data collection

Primary data are those, which are collected fresh and for the first time and thus happen to be
original in character, questions and interviews methods were used to collect primary data.

5
B) Secondary data collection

Secondary data are those which have been collected by some other person for his purpose and
published. It is second hand data. Books, journals, and websites are the sources of secondary
data.

1.6.5 TOOLS FOR DATA COLLECTION

Here a well-structured questionnaire used for collecting required data for the study.
Questionnaire including questions which can fulfils the objective of the study.

1.6.6 TOOLS FOR DATA ANALYSIS AND INTERPRETATION

• Graphs

• Tables

• Charts

• Diagrams

1.7 PERIOD OF STUDY

The period covering for the completion of this study is 21 days.

1.8 LIMITATIONS OF THE STUDY:

 The number of respondents has been restricted due to time constraints.

 Findings may be specific to the context of Tirurangadi Panchayat and may not be easily
applicable to other regions or communities.
 Participants may not have complete recall or awareness of all factors influencing their
perceptions, leading to potential gaps in understanding.
 Consumer preferences in healthcare services may evolve over time due to changing
societal norms or emerging healthcare trends, and the study might not fully capture these
shifts.

CHAPTERISATION

6
The project is logically planned and presented in five chapters. The following chapters are
involved.

CHAPTER 1: INTRODUCTION

CHAPTER 2: REVIEW OF LITRATURE

CHAPTER 3: THEORETICAL FRAMEWORK

CHAPTER 4: DATA ANALYSIS AND INTREPRETATION

CHAPTER 5: FINDINGS, SUGGESTIONS AND CONCLUSIONS

7
 CHAPTER 2
REVIEW OF LITRATURE

8
REVIEW OF LITRATURE

The review of literature is an essential aspect of the planning of a research study. The objective
of the review of related literature is to justify the rationale of an ensuing study. It provides an
overview of historical perspective, development, deviators and new departures or research in that
area and also Suggests methods of research appropriate to the problem under Investigation. By
examining how people choose private healthcare, this review explores factors influencing those
decisions. It aims to understand what guides consumers when opting for private health services.
As the healthcare landscape evolves, gaining insights into individuals’ decision-making in
private healthcare becomes more important.

1. Paula Rodrigues, Ana Sousa, Bruno Ferreira, Ana Pinto Borges, Carlos Martins
(2023)
This study analyses what leads one individual to choose a particular health care
institution, its main factors of valuation, their level of satisfaction as users, and the factors
of complexity in their choice process, in Portugal. This work will compare public and
private institutions and characterize the users of both types of health institutions. The
explanatory variables for choosing between public or private sector health care
institutions are (1) complexity factors in accessing health care services, (2) individual's
attitude toward the health, (3) quality of service and e-service, (4) effectiveness of
treatment, (5) price fairness, and (6) institution's perceived quality. This information was
collected through an online structured questionnaire and a quantitative methodology was
applied. Results show that while overall service quality has a positive and significant
influence on public and private health care institutions, choice difficulty shows a negative
and significant influence.
2. Rosella De Falco, Timothy Hodgson, Matt McConnell, A Kayum Ahmed (2023)
Private actors’ involvement in health care financing, provision, and governance
contributes to economic inequality. This paper provides an overview of emerging
normative trends regarding private actors’ involvement in health care by reviewing and
critically analysing international and regional human rights standards on the right to the
highest attainable standard of physical and mental health. Specifically, we survey

9
 statements from United Nations human rights treaty bodies and recent jurisprudence of
the African Commission on Human and Peoples’ Rights that discuss private actors’
involvement in health care. We then identify strengths and weaknesses of the current
international human rights law framework to address the human rights and inequality
impacts of private health care actors, before concluding with a series of recommendations
to further develop existing standards.
3. Degemegn Tilahun, Dereje Oljira Donacho, Asrat Zewdie, Abeza Mitiku Kera,
Gutama Haile Degefa (2023)
A lack of safe healthcare waste management (HCWM) practice poses a risk to healthcare
staff, patients, and communities. In low-income countries like Ethiopia, studies on the
level of safe HCWM practices in private healthcare facilities are limited. This study was
designed to assess the level of good HCWM practice and associated factors among health
workers in private health facilities.
4. Callum Brindley, Nilmini Wijemunige, Charlotte Dieteren, Judith Bom, Maarten
Engel, Bruno Meessen, Igna Bonfrer (2023)
Introduction The burden of non-communicable diseases (NCDs) has increased
substantially in low-and middle-income countries (LMICs) and adapting health service
delivery models to address this remains a challenge. Many patients with NCD seek
private care at different points in their encounters with the health system, but the
determinants and outcomes of these choices are insufficiently understood. The proposed
systematic review will help inform the governance of mixed health systems towards
achieving the goal of universal health coverage. This protocol details our intended
methodological and analytical approaches, based on the Preferred Reporting Items for
Systematic Reviews and Meta-Analyses (PRISMA). Methods and analysis Following the
PRISMA approach, this systematic review will develop a descriptive synthesis of the
determinants and outcomes of private healthcare utilisation for NCDs in LMICs. The
databases Embase, Medline, Web of Science Core Collection, EconLit, Global Index
Medicus and Google Scholar will be searched for relevant studies published in English
between period 1 January 2010 and 30 June 2022 with additional searching of reference
lists. The study selection process will involve a title-abstract and full-text review, guided
by clearly defined inclusion and exclusion criteria. A quality and risk of bias assessment

10
 will be done for each study using the Mixed Methods Appraisal Tool. Ethics and
dissemination Ethical approval is not required because this review is based on data
collected from publicly available materials. The results will be published in a peer-
reviewed journal and presented at related scientific events.
5. Babul Hossain, KS James, Varsha P Nagargoje, Papai Barman (2023)
The present study investigates whether the differentials in private and public inpatient
healthcare utilization are associated with marital status for men and women aged 60 years
and above in India. Binary logistic regression was applied to examine the association of
private and public inpatient healthcare utilization with the marital status of the elderly.
The study found that widowed men and women generally used public healthcare for
hospitalization, while married men and women preferred private healthcare. Our findings
also indicated that private inpatient health services expenditure was higher for married
elderly than widowed elderly. After controlling all covariates, widowhood was
significantly associated with higher use of public healthcare services for women but not
for men. India’s current health care policy and program may be required to focus on
improving the infrastructure quality of current public healthcare systems. It also needs to
be favourable for vulnerable sections of society, especially widowed women, to avail
better treatment at an affordable cost.
6. Paula Rodrigues, Ana Sousa, Bruno Ferreira, Ana Pinto Borges, Carlos Martins
(2023)
This study analyses what leads one individual to choose a particular health care
institution, its main factors of valuation, their level of satisfaction as users, and the factors
of complexity in their choice process, in Portugal. This work will compare public and
private institutions and characterize the users of both types of health institutions. The
explanatory variables for choosing between public or private sector health care
institutions are (1) complexity factors in accessing health care services, (2) individual's
attitude toward the health, (3) quality of service and e-service, (4) effectiveness of
treatment, (5) price fairness, and (6) institution's perceived quality. This information was
collected through an online structured questionnaire and a quantitative methodology was
applied. Results show that while overall service quality has a positive and significant

11
 influence on public and private health care institutions, choice difficulty shows a negative
and significant influence.
7. David Clarke, Gabrielle Appleford, Anna Cocozza, Aya Thabet, Gerald Bloom
(2023)
Health systems are ‘the ensemble of all public and private organisations, institutions and
resources mandated to improve, maintain or restore health.’ The private sector forms a
major part of healthcare practice in many health systems providing a wide range of health
goods and services, with significant growth across low-income and middle-income
countries. Who sees building stronger and more effective health systems through the
participation and engagement of all health stakeholders as the pathway to further
reducing the burden of disease and meeting health targets and the Sustainable
Development Goals. However, there are governance and public policy gaps when it
comes to interaction or engagement with the private sector, and therefore, some
governments have lost contact with a major area of healthcare practice. As a result,
market forces rather than public policy shape private sector activities with follow-on
effects for system performance. While the problem is well described, proposed normative
solutions are difficult to apply at country level to translate policy intentions into action. In
2020, WHO adopted a strategy report which argued for a major shift in approach to
engage the private sector based on the performance of six governance behaviours. These
are a practice-based approach to governance and draw on earlier work from Travis et al
on-health system stewardship sub functions. This paper elaborates on the governance
behaviours and explains their application as a practice approach for strengthening the
capacity of governments to work with the private sector to achieve public policy goals.
8. KG Wickramathunga, DIK Patabendige, SAS Dilshan, NC Udugampola, N
Karunarathna, AKPP Shamila (2023)
This paper investigates the availability and application of lean practices in the supply
chain function of the private hospital sector in Sri Lanka in order to identify the overall
improvement, such as the reduction in medicinal errors, care coordination between
departments, and reduction in medication administration errors that can be accomplished
through lean practices in the country's private hospital supply chain process. Lean supply
chain practices have been shown to be effective in terms of improving the quality of

12
 performance, such as patient satisfaction and lack of medication errors in the medical
supply chain, but they are challenging to practically implement in the private medical
sector in Sri Lanka in order to have an impact. Although studies have been conducted to
identify the application and impact of lean practices in the private medical supply chain,
there is a lack of research that has been conducted in the Sri Lankan context to gain an in-
depth understanding of the current lean applications implemented in the country and their
impact on the improvement of supply chain functions in the private medical sector. This
research used a qualitative approach to study some of the major private hospitals in Sri
Lanka, in-depth interviews with supply chain professionals of the private medical sector
in Sri Lanka were conducted and the conclusions were reached after analysing the data
gathered through interviews by thematic analysis. In conclusion, there are four key lean
practices implemented in the private medical sector in Sri Lanka, which have a
significant impact on the overall performance of the country's private healthcare supply
chain.
9. Christoph Wippel, Sheyla Farroñay, Hannah N Gilbert, Ana Karina Millones,
Diana Acosta, Isabel Torres, Judith Jimenez, Leonid Lecca, Courtney M Yuen
(2023)
In Latin America, little is known about the involvement of private healthcare providers in
TB detection and management. We sought to gain a better understanding of current and
potential roles of the private sector in delivering TB services in Peru. We conducted a
mixed-methods study in Lima, Peru. The quantitative component comprised a patient
pathway analysis assessing the alignment of TB services with patient care-seeking
behaviour. The qualitative component comprised in-depth interviews with 18 private
healthcare providers and 5 key informants. We estimated that 77% of patients initially
sought care at a facility with TB diagnostic capacity and 59% at a facility with TB
treatment capacity. The lack of TB services at initial care-seeking location was driven by
the 41% of patients estimated to seek care first at a private facility. Among private
facilities, 43% offered smear microscopy, 13% offered radiography, and none provided
TB treatment. Among public sector facilities, 100% offered smear microscopy, 26%
offered radiography, and 99% provided TB treatment. Interviews revealed that private
providers believed that they offered shorter wait times and a quicker diagnosis, but they

13
 struggled with a lack of follow-up systems and communication barriers with the public
sector. While expressing willingness to collaborate with public sector programs for
diagnosis and referral, private providers had limited interest in treating TB. This study
highlights the role of private providers in Peru as an entry point for TB care. Public-
private collaboration is necessary to harness the potential of the private sector as an ally
for early diagnosis.
10. SAAD AL KAABI, BETSY VARUGHESE, RAJVIR SINGH (2022)
A public healthcare system is one in which the government governs and controls all
healthcare services. It offers high-quality medical care to all citizens, regardless of their
ability to pay. The benefits of public healthcare against the private healthcare system
showed that the former reduces overall healthcare and administrative costs. It helps in
standardising the services and creates a healthier workforce, prevents future costs, and
guides the population to make better choices. In contrast, private healthcare maintains a
business-driven culture and creates unfair competition for non-profit organizations. It
considers healthcare as a commodity rather than a right of every citizen and may use its
considerable economic power to exert undue influence on healthcare policies. Countries
with the best healthcare in the world provide free or universal healthcare. These countries
regard healthcare as a social good rather than an economic good and provide universal
care, which means that healthcare must be affordable and accessible to all the citizens.
Considering the ethical issues in the for-profit healthcare system, as well as the drawback
of private health insurers, it is advocated that health insurance must be administered by
non-profit healthcare providers.
11. Amel A Sulaiman, Unaib Rabbani, Sultan Alshaya, Marwan Alyahya, Saleh A Al-
Gabbany, Chandra S Kalevaru, Saulat Jahan, Raed A Aljubeilan, Ahmed A
AlMeman, Bader A AlAhajji (2022)
Saudi government provides free health care to the population, however still a large
number of people visit private health care facilities. This study aimed to measure patients'
satisfaction with and reasons for visiting private health care facilities in Qassim, Saudi
Arabia. A cross-sectional survey was conducted among patients who visited private
health facilities in the month of August and September 2019. Data was collected through
an online questionnaire with variables on various aspects of care and services and reasons

14
 for choosing the facilities. The data was analysed using SPSS version 21. A total of 1220
respondents participated in this study. The mean score of the overall patients' satisfaction
was 3.08 (±1.29). About 525 (43.1%) of respondents were satisfied. About 78.1% of
respondents were satisfied with the private health facilities' working hours. Highly
satisfied domains were working hours, the respect and help from the staff. The patients'
age, educational level, nationality, residence, monthly income, and occupation were
associated with the overall satisfaction in a private health facility (p < 0.05). The main
reasons for choosing the private health facilities were delayed appointment in
governmental hospitals and less waiting time in private hospitals. Service redesign is
required to improve appointment management systems and patients' satisfaction in public
sector health facilities.
12. Sidra Urooj Mallick, (2022)
The purpose of this study is to assess the potential of social media platforms to build a
successful marketing campaign for the private health-care industry. This will be
accomplished by studying the current trends, audiences, and marketing tactics that are
applied to these channels. In addition, the research will contribute to this understanding
by investigating the efficacy of various types of marketing strategies that are used in the
private healthcare industry, such as influencer marketing, content marketing, and social
media advertising, and how these strategies can be leveraged to create marketing
strategies that are more effective. This research project will also focus on identifying any
bottlenecks that could be hindering the utilisation of these channels and providing
solutions to improve their effectiveness in the marketing mix. This will be done as part of
the overall goal of improving the effectiveness of the marketing mix. At the end of the
day, the purpose of this research is to develop an understanding of how social media
channels can be utilised successfully as an important instrument in marketing for the
health-care industry.
13. Soleiman Akbari, Iravan Masoudi Asl, Amir Ashkan Nasiripour (2022)
Today, manpower is the only resource that creates a sustainable competitive advantage;
therefore, human resource management and development should always be considered in
private and public organizations. Due to the shortcomings in the private healthcare sector,
this study was conducted to identify key factors affecting the human resource

15
 management of the private healthcare sector in West Azerbaijan province in order to
improve the existing problems of human resources and increase patient and beneficiaries'
satisfaction. Materials and methods: This multidisciplinary study was conducted to
identify the components affecting human resource management in the Iranian healthcare
sector in two levels. In the first level, the effective components on human resource
management are identified through a review of texts and in the second level, through a
Delphi study and using the opinions of experts working in West Azerbaijan province
hospitals and private healthcare centres after three rounds of Delphi, the influential
components as well as the dimensions of each component were localized and determined
and finally prioritized. Results: The findings of the study showed that in the West
Azerbaijan province private healthcare sector, 4 main components (maintenance of
effectiveness, absorption of effectiveness, recruitment of effectiveness and improvement
of effectiveness, in order of impact) and 24 sub-components were identified. Conclusion:
These components can be used in designing a model to improve human resource
management so that by using it by the managers of the healthcare sector to use the
scientific and systematic process to formulate procedure and policies of healthcare
centres in order to increase the efficiency of staff working in them.
14. Yock Ping Chow, Brenda Huey Zien Chin, Jin Ming Loo, Loshini R Moorthy,
Jamuna Jairaman, Lian Huat Tan, Wendy Wan Ying Tay (2021)
This cross-sectional observational study summarized the baseline characteristics of
subjects who underwent COVID-19 molecular testing in a private medical centre located
in the state of Selangor in Malaysia between 1 Oct 2020 and 31 Jan 2021. We compared
the baseline characteristics between subjects who were tested positive and negative of
SARS-CoV-2 infection, and identified risk factors which may be predictive of SARS-
CoV-2 positivity. A total of 36603 subjects who were tested for COVID-19 infection via
molecular assays at Sunway Medical Centre between Oct 1, 2020, and Jan 31, 2021, and
consented to participate in this observation study were included for analysis. Descriptive
statistics was used to summarize the study cohort, whereas logistic regression analysis
was used to identify risk factors associated with SARS-CoV-2 positivity. Among the
reasons listed for COVID-19 screening were those who needed clearance for travelling,
clearance to return to work, or clearance prior to hospital admission. Our study showed

16
 that majority of patients seeking COVID-19 testing in a private healthcare setting were
mainly asymptomatic with low epidemiological risk. Consequently, the average positivity
rate was 1.2% compared to the national cumulative positivity rate of 4.65%. Consistent
with other studies, we found that loss of smell or taste, fever and running nose were
associated with SARS-CoV-2 positivity. We believe that strengthening the capacity of
private health institutions is important in the national battle against the COVID-19
pandemic, emphasizing the importance of public-private partnership to improve the
quality of clinical care.
15. Wojciech S Zgliczyński, Mateusz Jankowski, Olga Rostkowska, Janusz Sytnik-
Czetwertyński, Daniel Śliż, Aleksandra Karczemna, Jarosław Pinkas (2020)
Health care services in Poland are delivered by public and private providers. The aims of
this study were to assess the attitudes towards private and public health care services in
Poland and to identify differences between them, in the opinion of physicians. Material
and Methods. A questionnaire-based survey was carried out among physicians attending
mandatory courses delivered at the School of Public Health, the Centre of Postgraduate
Medical Education in Warsaw, Poland. The questionnaire included 29 questions
concerning private and public health care services. Results Completed questionnaires
were obtained from 502 physicians (67.7% females), aged 42.1±10.8 years, with a
response rate of 77.2%. In the opinion of the surveyed doctors, the major advantages of
private health care units, in comparison with public ones, are short waiting times for an
appointment (88.2%), an efficient on-site service (78.6%) and convenient appointment
times (75.7%). The respondents gave high scores to items such as relations with patients
(p < 0.001), superiors (p < 0.001) and colleagues (p = 0.03) when working in private,
rather than public, institutions. In the opinion of physicians, public health care institutions
guarantee better employment conditions (44.4% vs. 13%; p < 0.001) and security (29.1%
vs. 11.1%; p < 0.001) than private ones. The respondents did not observe any differences
(p > 0.05) between public and private facilities in terms of the involvement of medical
staff and infrastructure. There were significant differences (p < 0.001) in the perception
of working conditions in public and private health care institutions depending on the
medical education level and the place of primary employment. Conclusions: Among
physicians in Poland, private medical institutions are perceived as better organized and

17
granting faster as well as more comprehensive access to health care services when
compared to public ones. Closing the gaps between working conditions in public and
private units could encourage physicians to practice in the public health care sector.

18
 CHAPTER 3
THEORETICAL FRAMEWORK

19
3.1 CONSUMER

A consumer is a person or a group who intends to order, or use purchased goods, products, or
services primarily for personal, social, family, household, and similar needs, who is not directly
related to entrepreneurial or business activities. The term most commonly refers to a person who
purchases goods and services for personal use. Consumers are the backbone of any economy,
serving as the driving force behind market activities. Their choices and purchasing behaviour
directly impact businesses, shaping production, pricing, and innovation. In a market-driven
economy, companies constantly strive to understand and cater to consumer preferences, utilizing
strategies such as market research and advertising to attract and retain customers.

The concept of consumer behaviour points out the psychological, social, and economic factors
that influence individuals’ decisions when buying goods or services. Marketers analyse these
factors to create targeted campaigns and enhance the overall consumer experience. As
technology advances, online shopping and digital platforms have further transformed the
consumer landscape, providing new avenues for businesses to connect with their target audience.
Consumer protection laws and regulations aim to safeguard individuals from unfair business
practices, ensuring transparency, product safety, and fair competition. These measures contribute
to building trust between consumers and businesses, fostering a healthy and sustainable
marketplace. Ultimately, understanding the dynamics of consumer Behaviour is crucial for
businesses and policymakers alike, as it shapes the direction of economies and influences
societal well-being.

3.2 CONSUMER PERCEPTION

Consumer perception refers to how individuals interpret and make sense of information about a
product, brand, or service. It’s influenced by factors such as advertising, word-ofmouth, personal
experiences, and brand reputation. Positive perception often leads to consumer trust and loyalty,
while negative perceptions can impact purchasing decisions. Companies work to shape positive
perceptions through marketing strategies, product quality, and customer interactions. Customer
perception is the opinions, feelings, and beliefs customers have about your brand. It plays an
important role in building customer loyalty and retention as well as brand reputation and
awareness. “Regardless of their actual experience, customer perception is all about how the

20
customer feels about your brand and their interactions with you,” explains Sam Chandler, senior
manager of customer success at Zendesk.

3.3 PRIVATE HEALTHCARE SYSTEM

A private healthcare system refers to a system where healthcare services are provided and
funded by private entities, such as private hospitals, clinics, and healthcare providers. In this
model, individuals often pay for health services through private insurance plans or outof-pocket
expenses. Private healthcare systems can coexist with public healthcare systems, offering an
alternative for those who prefer or can afford private medical care.

There is increasing recognition of the Private health sector within mixed health Systems.
However, private health sector Recognition, scope, and definition is Not consistent across health
system Stakeholders. The private health sector Sometimes referred to as ‘non-state Actors’ –
includes all actors outside the Government. Although this serves to Gird the public sector, it does
little to Communicate what falls on the other Side of this delineation. While ‘sector’ is used to
distinguish Public from private orientation, in practice The private sector is less bounded and
“generally large, poorly documented, And very heterogeneous”. It consists of both formal and
informal providers Ranging from drug shops to specialised Hospitals, comprising both for-profit
and non-profit entities, both domestic and foreign. Self-care interventions May also be
catalogued as part of the Private sector if models of self-care are Provider-assisted and dependent
on How the public sector interacts with or acknowledges these forms of care.

The role of the private sector within Mixed health systems can take a Virtuous form, where
competent health Systems generate a “complementary, Reasonable-quality private sector”; In
contrast, the private sector may Take on less scrupulous forms, if left Unregulated. Consumers
may also seek Services outside of the formal health System, such as through informal static,
itinerant or digital dispensers of health Products and services. These forms of Care challenge
traditional boundaries of Health systems, precisely because they Are often unbounded or
unrecognised by government.

21
3.4 PRIVATE HEALTH SECTOR IN INDIA

The recent remarkable growth of the private health sector in India has come at a time when
public spending on health care at 0.9% of gross domestic product (GDP) is among the lowest in
the world and ahead of only five countries—Burundi, Myanmar, Pakistan, Sudan, and Cambodia.
This proportion has fallen from an already low 1.3% of GDP in 1991 when the neoliberal
economic reforms began. Yet India ranks among the top 20 of the world’s countries in its private
spending, at 4.2% of GDP. Employers pay for 9% of spending on private care, health insurance
5-10%, and 82% is from personal funds. As a result, more than 40% of all patients admitted to
hospital have to borrow money or sell assets, including inherited property and farmland, to cover
expenses, and 25% of farmers are driven below the poverty line by the costs of their medical
care.

Despite the suspicions of the people who use the service that many private providers of health
care perform unnecessary diagnostic tests and surgical procedures, Indians are choosing the
private sector in overwhelming numbers. This is because the public alternative is so much worse,
with interminable waits in dirty surroundings with hordes of other patients. Many medicines and
tests are not available in the public sector, so patients have to go to private shops and
laboratories. Each harassed doctor may have to see more than 100 patients in a single outpatient
session. Some of these doctors advise patients, legally or illegally, to “meet them privately” if
they want more personalised care. In a recent survey carried out by Transparency International,
30% of patients in government hospitals claimed that they had had to pay bribes or use influence
to jump queues for treatment and for outpatient appointments with senior doctors, and to get
clean bed sheets and better food in hospital.

This was not always so. When India became independent of British rule in 1947 the private
health sector provided only 5-10% of total patient care. Today it accounts for 82% of outpatient
visits, 58% of inpatient expenditure, and 40% of births in institutions.5 Spending on health has
not been a priority for successive governments, and they have encouraged the growth of the
private sector. They have subsidised the private sector by releasing prime building land at low
rates (as long as a quarter of patients are treated free—a condition that is rarely met), by
exemptions from taxes and duties for importing drugs and high-tech medical equipment, and
through concessions to doctors setting up private practices and nursing homes. Moreover, when

22
medical staff trained in public institutions for fees of about 500 rupees ($11; £6; €9) a month
move to work in private health care this represents indirect support for the private sector of some
4000m-5000m rupees per year. They leave not only for better salaries but also for better working
conditions—the same reasons why they leave India to work abroad.

Until about 20 years ago the private sector comprised solo practitioners and small hospitals and
nursing homes. Many of the services provided were of exemplary quality, especially those
hospitals run by charitable trusts and religious foundations. As the practice of medicine has
become more driven by technology, however, smaller organisations have become less able to
compete in the private healthcare business. Large corporations, such as drug and information
technology companies, and wealthy individuals—often from the Indian diaspora (commonly
called non-resident Indians)—have started providing health care to make money. They now
dominate the upper end of the market, with five-star hospitals manned by foreign trained doctors
who provide services at prices that only foreigners and the richest Indians can afford. These
hospitals are largely unregulated, with no standardisation of quality or costs.6 Their success may
be gauged by their large profits and ability to raise funds through foreign investments.

The medical system Is failing its own people. Yet the government of India has stated: “To
capitalize on the comparative cost advantage enjoyed by domestic health facilities in the
secondary and tertiary sector, the policy will encourage the supply of services to patients of
foreign origin on payment.”2 Medical tourism to India is expected to become a billion-dollar
business by 2012 and is starting to change the financing and regulation of certain private
hospitals by encouraging private health insurance and international accreditation. The private
health sector In India has made some impressive strides but has done so at the cost of the public
sector. To regulate it may be, however, just another opportunity for bureaucratic delays and
corruption. A better solution might be to impose greater social accountability on private
providers, making a certain proportion of private services available to the poor. The first priority
must be to increase public expenditure on health care. The government’s common minimum
programme promises an increase in the spending on health care from 0.9% to 2-3% of GDP in
five years with a health insurance scheme for poor families.8 In the past two years, although
expenditure on health has increased in absolute terms, the proportion of GDP it represents has
declined.

23
3.5 FEATURES OF PRIVATE HEALTHCARE SYSTEM

- Private healthcare often includes exclusive hospitals and clinics with specialized services.

- Emphasis on personalized and individualized care tailored to each patient’s needs.

- Reduced waiting times for consultations, diagnostics, and elective procedures.

- Easier access to a diverse range of medical specialists for specialized care.

- Investment in state-of-the-art medical equipment for advanced diagnostics and treatments.

- Patient-focused amenities such as private rooms, gourmet meals, and enhanced hospitality.

- Physicians may allocate more time for in-depth discussions with patients.

- More flexibility in appointment scheduling to accommodate patient preferences.

- Adoption of innovative medical treatments and therapies.

- Offering health packages including preventive screenings and wellness programs.

- Strong emphasis on patient confidentiality and privacy in handling medical information.

- Integration of alternative therapies and complementary medicine options.

- Provision of health concierge services for appointment coordination and travel arrangements.

- Commitment to delivering high-quality healthcare services

- Educational programs to empower patients with information about health and treatment
options.

3.6 ADVANTAGES OF PRIVATE HEALTHCARE SYSTEM

1. Efficiency: Private healthcare systems often operate more efficiently, resulting in shorter
waiting times for medical services.

24
2. Innovation: Competition among private providers drives innovation in medical technologies
and treatment methods.

3. Choice: Patients have the freedom to choose healthcare providers, specialists, and treatment
plans based on personal preferences and needs.

4. Quality of Service: Private healthcare facilities prioritize customer satisfaction, offering higher
standards of care and a more personalized patient experience.

5. Reduced Strain on Public Resources: Private healthcare caters to those who can afford it,
easing the burden on public healthcare resources for the broader population.

6. Specialization: Private healthcare providers often specialize in specific medical fields, offering
expertise and advanced treatments.

7. Accessibility: Private healthcare can improve access to medical care, especially in remote or
underserved areas.

8. Prompt Attention: Private healthcare facilities prioritize timely attention to patients,

minimizing delays in diagnosis and treatment.

9. Job Creation: Growth in private healthcare contributes to job creation, supporting employment
in various healthcare-related professions.

10. Patient-Centric Approach: Private healthcare emphasizes a patient-centric approach, tailoring

care to individual needs and preferences.

3.7 DISADVANTAGES OF PRIVATE HEALTHCARE SYSTEM

1. Cost Barriers: Private healthcare can be expensive, limiting access to quality medical services
for those with lower incomes.

2. Inequality: The privatization of healthcare can exacerbate existing social inequalities, as

access to advanced treatments may be determined by financial status.

3. Profit Motive: The profit-driven nature of private healthcare may prioritize financial gain over
patient well-being, potentially leading to overcharging and unnecessary procedures.

25
4. Limited Coverage: Private health insurance may exclude certain pre-existing conditions or
specific treatments, leaving individuals without coverage for essential healthcare needs.

5. Regional Disparities: Private healthcare may be concentrated in urban areas, leaving rural or
less affluent regions with limited access to quality medical services.

6. Focus on Profitable Services: Private healthcare providers may prioritize profitable services
over essential but less lucrative medical treatments, potentially neglecting critical aspects of
public health.

7. Fragmented Care: Fragmentation in private healthcare can hinder coordination among

different providers, leading to a lack of continuity in patient care.

8. Lack of Preventive Services: Private healthcare may focus more on curative measures than
preventive services, potentially neglecting long-term health promotion and disease prevention.

9. Unregulated Pricing: Lack of strict price controls can result in inflated healthcare costs,
making necessary treatments unaffordable for many individuals.

10. Ethical Concerns: Profit-driven decisions in private healthcare may raise ethical issues, such
as unnecessary procedures or over prescription of medications for financial gain.

3.8 SCOPE OF PRIVATE HEALTHCARE SYSTEM

1. Quality of Service: Private healthcare systems often focus on providing high-quality services,
as competition for patients drives improvements in facilities, technology, and medical expertise.

2. Innovation and Technology: Private healthcare tends to adopt new medical technologies and
innovations more swiftly than public systems, leading to advanced treatments and diagnostics.

3. Patient Choice: Individuals in private healthcare systems often have more options to choose
their healthcare providers, specialists, and treatment plans, offering greater flexibility and control
over their care.

4. Efficiency: Private healthcare systems aim for operational efficiency to optimize resource
utilization and minimize waiting times, providing quicker access to medical services.

26
5. Resource Investment: Private providers can attract investments, enabling them to build state-
of-the-art facilities, purchase advanced equipment, and recruit skilled healthcare professionals.

6. Customized Services: Tailored and personalized healthcare services are common in the private
sector, with a focus on meeting individual patient preferences and needs.

7. Faster Access: Private healthcare systems generally offer faster access to medical
consultations, diagnostic tests, and elective procedures compared to public healthcare.

8. Financial Sustainability: Private healthcare systems rely on patient fees and insurance
payments, contributing to financial sustainability without extensive government funding.

9. Job Creation: The growth of private healthcare can stimulate job creation in the healthcare
sector, including positions for medical professionals, administrative staff, and support services.

10. Potential for Inequality: Despite its advantages, private healthcare can contribute to
healthcare disparities, as access is often tied to financial resources, potentially leaving lower-
income individuals with limited options.

3.9 TYPES OF PRIVATE HEALTYCARE SYSTEM

1. PRIVATE HOSPITALS

Private hospitals are independent healthcare institutions operated on a for-profit

basis. These facilities offer a comprehensive range of medical services, including
surgeries, diagnostics, specialized treatments, and emergency care. Ownership can
vary, ranging from individual entrepreneurs to large corporations. Patients
choosing private hospitals often benefit from shorter waiting times, increased
flexibility in selecting healthcare providers, and a focus on patient comfort, with
amenities like private rooms and a more luxurious environment. Access to private
hospitals is typically facilitated through health insurance plans, covering the costs
of medical services. These hospitals may specialize in specific medical fields,
27
contributing to expertise and innovation in healthcare. While private hospitals
provide personalized care and advanced facilities, it's essential to consider the
potential limitations in accessibility for those without insurance coverage or
financial means to cover the associated costs.

2. SPECIALITY CLINICS

Specialty clinics are healthcare facilities that concentrate on specific medical fields
or areas of expertise, providing targeted and specialized care. These clinics focus
on delivering expert services in disciplines such as cardiology, dermatology,
orthopaedics, and more. Staffed by healthcare professionals with specialized
training, they offer a higher level of expertise for diagnosing and treating particular
conditions. Patients often visit specialty clinics for consultations, diagnostic tests,
treatments, and minor procedures related to their specific health concerns. These
clinics play a crucial role in complementing general healthcare services, as patients
are typically referred to them by primary care physicians or other healthcare
providers when specialized knowledge is required. The emphasis on expertise,
diagnostic precision, and condition-specific care makes specialty clinics an integral
component of a comprehensive healthcare system, addressing the diverse and
specific medical needs of patients.

3. OUTPATIENT CENTERS

Outpatient centers are healthcare facilities designed to provide non-residential medical services,
offering a convenient and efficient alternative to traditional hospitals. These centers cater to a
variety of needs, allowing patients to access consultations, diagnostics, treatments, and minor
procedures without requiring overnight stays. Often including specialized clinics, such as those
for cardiology or orthopaedics, outpatient centers focus on delivering targeted care. Ambulatory
Surgery Centers (ASCs) within these centers further contribute by facilitating same-day

28
surgeries. Diagnostic services like laboratory tests and imaging studies are commonplace, aiding
in the diagnosis of medical conditions. Outpatient centers, which may include walk-in clinics and
rehabilitation services, emphasize accessibility, cost-effectiveness, and preventive care, playing a
crucial role in addressing a range of medical requirements within a community.

4. AMBULATORY SURGERY CENTERS

Ambulatory Surgery Centers (ASCs) are specialized healthcare facilities that focus
on providing outpatient surgical procedures, allowing patients to undergo
surgeries and return home on the same day. These centers are designed for
efficiency and convenience, emphasizing a streamlined approach to surgical care.
ASCs offer a range of elective surgeries, including procedures in orthopaedics,
ophthalmology, gastroenterology, and more. Equipped with modern surgical
facilities and staffed by skilled healthcare professionals, ASCs aim to provide high-
quality surgical care in a cost-effective manner. Patients benefit from shorter
waiting times, reduced infection risks compared to hospitals, and the ability to
recover in the comfort of their own homes. ASCs play a crucial role in meeting the
growing demand for outpatient surgical services, contributing to the overall
accessibility and efficiency of healthcare delivery.
5. DIAGNOSTIC IMAGING CENTERS
Diagnostic imaging centers are specialized healthcare facilities focused on
providing various imaging services to aid in the diagnosis and monitoring of
medical conditions. Equipped with advanced imaging technologies, such as X-
rays, CT scans, MRIs, ultrasound, and nuclear medicine, these centers play a
crucial role in visualizing internal structures and identifying abnormalities.
Patients are referred to diagnostic imaging centers by healthcare providers for
non-invasive imaging studies that help in determining the nature and extent of
diseases or injuries. These centers contribute to early detection, accurate
diagnosis, and treatment planning. The services offered by diagnostic imaging
centers are essential across various medical specialties, including radiology,
oncology, neurology, and cardiology, providing valuable insights for healthcare
professionals to deliver effective and targeted patient care.

6. REHABILITATION CENTERS

29
 Rehabilitation centers are healthcare facilities that specialize in providing
comprehensive services to individuals recovering from illness, surgery, injury,
or chronic conditions. These centers focus on restoring and improving physical,
mental, and functional abilities through various therapies and interventions.
Common services include physical therapy, occupational therapy, and speech
therapy, tailored to meet the unique needs of each patient. Rehabilitation
centers play a vital role in helping individuals regain independence, improve
mobility, manage pain, and enhance overall quality of life. They often provide
a multidisciplinary approach, involving a team of healthcare professionals,
including therapists, nurses, and physicians, to create personalized
rehabilitation plans. Whether recovering from orthopaedic surgery, stroke, or a
neurological condition, these centers aim to optimize recovery and facilitate a
smooth transition back to daily life.

7. PHARMACIES AND WELLNESS CENTERS

Pharmacies and wellness centers are essential components of the healthcare
system, providing a range of services to promote health and well-being.
Pharmacies serve as outlets for dispensing prescription medications, over-the-
counter drugs, and other healthcare products. Pharmacists play a crucial role in
ensuring the safe and effective use of medications, offering guidance on proper
dosage, potential side effects, and drug interactions. Additionally, pharmacies
often provide services like vaccinations and health screenings.

Wellness centers focus on preventive care and holistic well-being. They may
offer services such as health assessments, nutritional counselling, fitness
programs, and stress management. These centers aim to support individuals in
maintaining a healthy lifestyle and preventing illness. Some pharmacies also
integrate wellness services, providing a holistic approach to healthcare by
addressing both treatment and prevention. Together, pharmacies and wellness
centers contribute to accessible healthcare by providing essential medications,
health information, and resources to help individuals proactively manage their
health and prevent potential medical issues.

8. DENTAL CLINICS
30
 Dental clinics are specialized healthcare facilities that focus on oral health and
the treatment of dental conditions. These clinics provide a range of dental
services, including routine check-ups, cleanings, X-rays, fillings, extractions,
and more advanced procedures such as root canals and dental surgeries.
Dentists, dental hygienists, and dental assistants work collaboratively to
address oral health needs, emphasizing preventive care to maintain healthy
teeth and gums. Dental clinics play a crucial role in promoting overall health,
as oral health is interconnected with systemic health. Patients typically visit
dental clinics for regular examinations and treatments, and the clinics also
contribute to education on proper oral hygiene practices. Accessible dental care
is vital for preventing and addressing dental issues, contributing to individuals’
overall well-being.

9. HOME HEALTHCARE SERVICES

Home healthcare services involve the provision of medical and non-medical

care in a patient’s home, offering a personalized and convenient alternative to
receiving care in a healthcare facility. These services are particularly beneficial
for individuals who prefer to age in place, those with chronic illnesses, or those
recovering from surgery or illness. Home healthcare services may include
nursing care, assistance with activities of daily living (ADLs), medication
management, physical therapy, and even specialized care for conditions like
dementia. Skilled healthcare professionals, such as registered nurses and
physical therapists, often provide these services. Home healthcare aims to
enhance the patient’s quality of life, promote independence, and support their
overall well-being within the familiar and comfortable environment of their
own home. It can also be a cost-effective solution compared to extended
hospital stays or residential care facilities.
10.CORPORATE HEALTH SERVICES
Corporate health services encompass a range of healthcare initiatives and
programs provided by companies to support the well-being of their employees.
These services often include on-site clinics, wellness programs, health
screenings, and employee assistance programs, fostering a culture of health
within the workplace. Companies may offer occupational health services,
31
health insurance benefits, and telemedicine options, aiming to promote
preventive care, address work-related health issues, and provide accessible
healthcare resources. By investing in these services, employers not only
contribute to the physical and mental health of their workforce but also aim to
create a positive and supportive work environment, ultimately enhancing
employee satisfaction, productivity, and overall organizational success.

32
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

33
 AGE WISE CLASSIFICATION
Table No 4.1
AGE NO. OF RESPONDENTS PERCENTAGE
BELOW 20 12 24%
20-30 29 58%
30-40 6 12%
ABOVE 40 3 6%
TOTAL 50 100%

Figure No 4.1

AGE CLASSIFICATION

6%
BELOW 20
12% 24%
20-30
30-40
ABOVE 40

58%

INTERPRETATION
Out of total respondents in this survey,24% respondents are under 20,58% respondents are in
between 20-30,12% respondents are in between 30-40, and 6% of respondents are above 40.

34
 GENDER WISE CLASSIFICATION
Table No 4.2
GENDER NO. OF RESPONDENT PERCENTAGE
MALE 11 22%
FEMALE 39 78%
TOTAL 50 100%

Figure No 4.2

GENDER WISE CLASSIFICATION

FEMALE 39

MALE 11

0 5 10 15 20 25 30 35 40 45

INTERPRETATION
Out of total respondents in this survey,22% are male and 78% are female.

35
 OCCUPATION WISE CLASSIFICATION
Table No 4.3
OCCUPATION NO. OF RESPONDENT PERCENTAGE
BUSINESS 4 4%
PROFESSION 6 12%
STUDENT 30 60%
OTHER 10 20%
TOTAL 50 100%

Figure No 4.3

OCCUPATION WISE CLASSIFICATION

8%
20%
12% BUSINESS
PROFESSION
STUDENT
OTHER

60%

INTERPRETATION
Out of total respondents in this survey,8% of respondents are engaged in business,12% of
respondents are professionals,60% of respondents are students and 20% are others.

36
 INCOME WISE CLASSIFICATION
Table No 4.4
INCOME NO. OF RESPONDENT PERCENTAGE
BELOW 10000 36 72%
10000-20000 6 12%
20000-30000 6 12%
30000-40000 1 2%
ABOVE 40000 1 2%
TOTAL 50 100%

Figure No 4.4

INCOME CLASSIFICATION

72%

12% 12%
2% 2%
B EL OW 1 0 0 0 0 1 0 0 0 0 -2 0 0 0 0 2 0 0 0 0 -3 0 0 0 0 3 0 0 0 0 -4 0 0 0 0 ABOVE 4 0 0 0 0

INTERPRETATION
Out of total respondents in this survey,72% respondents are under 10000 income, 12%
respondents are in between 10000-20000,12% respondents are in between 20000-30000,2%
respondents are in between 30000-40000,2% respondents are above 40000.

37
 UTILIZATION OF PRIVATE HEALTHCARE SERVICES
Table No 4.5
UTILIZATION NO. OF RESPONDENT PERCENTAGE
FREQUENTLY 9 18%
OCCASIONALLY 30 60%
RARELY 11 22%
TOTAL 50 100%

Figure No 4.5

UTILISATION OF PRIVATE
HEALTHCARE SYSTEM
18%
22%

60%

FREQUENTLY OCCASIONALLY RARELY

INTERPRETATION
Out of total respondents in this survey,18% of respondents frequently utilize private healthcare
system,60% of respondents utilize occasionally and 22% of respondents rarely utilizes.

38
 SOURCES RELY ON TO GATHER INFORMATION
Table No.4.6
SOURCES NO. OF RESPONDENT PERCENTAGE
ONLINE SEARCH 7 14%
RECOMMENDATION 17 34%
FROM OTHERS
ADVERTISING 24 48%
OTHERS 2 4%
TOTAL 50 100%

Figure No 4.6

SOURCES
48%
34%
14%

4%

S G S
CH ER IN ER
R S
EA TH TI TH
S O O
E M ER
N O V
LI FR A
D
N
O N
O
TI
A
D
EN
M
M
O
EC
R

INTERPRETATION
Out of total respondents in this survey,14% of respondents gather information about private
healthcare system through online search,34% of respondents gathered by recommendation from
others,48% through advertising and 4% by other sources.

39
 FACTORS AFFECTING SELECTION OF PRIVATE HEALTH CARE
SYSTEM
Table No 4.7
FACTORS NO. OF RESPONDENT PERCENTAGE
COST 4 8%
REPUTATION 3 6%
LOCATION 22 44%
SPECIALIZED SERVICES 14 28%
ALL OF THE ABOVE 7 14%
TOTAL 50 100%

Figure No 4.7

FACTORS
14% 8%
6%

28%

44%

COST REPUTATION LOCATION

SPECIALIZED SERVICES ALL OF THE ABOVE

INTERPRETATION
Out of total respondents in this survey, to 8% of respondents cost affect their selection of private
healthcare system, 6% of respondents upon reputation, 44% of respondents upon location, 28%
of respondents upon specialized services and 14% of respondents upon all of them.

40
 SWITCHED FROM PRIVATE HEALTHCARE TO ANOTHER
Table No 4.8
SWITCHED TO ANOTHER NO. OF RESPONDENT PERCENTAGE
YES 43 86%
NO 7 14%
TOTAL 50 100%

Figure No 4.8

SWITCHED TO ANOTHER HEALTHCARE

14%
YES
NO

86%

INTERPRETATION
Out of total respondents in this survey,86% of respondents switched from private healthcare to
another and 14% of respondents doesn’t switch.

41
 IMPORTANTS OF DOCTOR-PATIENT RELATIONSHIP
Table No 4.9
IMPORTANTS NO. OF RESPONDENT PERCENTAGE
VERY IMPORTANT 11 22%
IMPORTANT 13 26%
NEUTRAL 26 52%
NOT THAT IMPORTANT 0 0%
NOT AT ALL IMPORTANT 0 0%
TOTAL 50 100%

Figure No 4.9

IMPORTANCE OF DOCTOR PATIENT

RELATIONSHIP
52%
26%
22%

0%

0%

VER Y I M- I MP OR TANT NEUTR AL NOT TH AT NOT AT AL L

P OR TANT I MP OR TANT I MP OR TANT

INTERPRETATION

42
Out of the total respondents in this survey, 22% of respondents believe the doctor-patient
relationship is very important, 26% of respondents believe it’s important, 52% of respondents
believe it’s neutral and non-of them believe it’s not that important or not at all important.

ADDRESSING OF MENTAL HEALTH CONCERNS BY PRIVATE

HEALTHCARE
Table No 4.10
ADDRESSING OF NO. OF RESPONDENT PERCENTAGE
MENTAL HEALTH
CONCERNS
YES 29 58%
NO 9 18%
NOT SURE 12 24%
TOTAL 50 100%

Figures No 4.10

ADDRESSING OF MENTAL HEALTH CONCERNS

NOT
SURE
24%

YES
58%
NO
18%

INTERPRETATION

43
Out of the total respondents in this survey,58% of respondents accept that the private healthcare
address the mental health concerns,18% of respondents not accepting, 24% of respondents are
not sure about this.

CONSIDERATION OF USING TELEHEALTH SERVICES

Table No 4.11
USING TELEHEALTH NO. OF RESPONDENT PERCENTAGE
SERVICES
YES 25 50%
NO 10 20%
MAYBE 15 30%
TOTAL 50 100

Figure No 4.11

TELEHEALTH
60%

50%
50%

40%

30%
30%

20%
20%

10%

0%
1 2 3

INTERPRETATION

44
Out of the total respondents in this survey,50% of respondents consider using telehealth
services,20% of respondents don’t use and 30% of respondents maybe consider using telehealth.

TRANSPARENCY OF PRICING STRUCTURE OF PRIVATE

HEALTHCARE SYSTEM
Table No 4.12
TRANSPARENCY NO. OF RESPONDENT PERCENTAGE
VERY TRANSPARENT 7 14%
SOMEWHAT 23 46%
TRANSPARENT
NOT VERY 17 34%
TRANSPARENT
NOT AT ALL 3 6%
TRANSPARENT
TOTAL 50 100%

Figure No 4.12

TRANSPARENCY
VERY TRANS-
NOT AT ALL TRANSPARENT PARENT
6% 14%
NOT VERY
TRANSPARENT
34%

SOMEWHAT
TRANSPARENT
46%

INTERPRETATION

45
 Out of the total respondents in this survey,14% of respondents believe that pricing is very
transparent, 46% of respondents believe somewhat transparent,34% of respondents believe not
very transparent and 6% of respondents believe that not at all transparent.

INFLUENCE OF AVAILABILITY OF MODERN TECHNOLOGY AND

EQUIPMENTS IN DECISION MAKING
Table No 4.13
AVAILABILITY NO. OF RESPONDENT PERCENTAGE
A LOT 11 22%
SOMEWHAT 25 50%
NOT MUCH 12 24%
NOT AT ALL 2 4%
TOTAL 50 100%

Figure No 4.13

AVAILABILITY
50%

24%
22%

4%

A L OT SOMEW H AT NOT MUC H NOT AT AL L

INTERPRETATION
Out of the total respondents in this survey,22% of the respondents influence a lot in the
availability of modern technology and equipment’s in their decision making, 50% of respondents
somewhat influences, 24% not much influences and 4% not at all influences.

46
CONTRIBUTION OF PRIVATE HEALTHCARE SYSTEM IN MEDICAL
RESEARCH AND INNOVATION
Table No 4.14
CONTRIBUTION NO. OF RESPONDENT PERCENTAGE
YES 30 60%
NO 12 24%
NOT SURE 8 16%
TOTAL 50 100%

Figure No 4.14

CONTRIBUTION

16%
YES
NO
NOT SURE
24%
60%

INTERPRETATION

47
Out of the total respondents in this survey, 60% of respondents believe the private healthcare
system contributes to medical research and innovation, 24% of respondents not and 16% not sure
about it.

IMPORTANCE OF AMBIANCE AND AMENITIES OF PRIVATE

HEALTHCARE FACILITY
Table No 4.15
IMPORTANCE NO. OF RESPONDENT PERCENTAGE
VERY IMPORTANT 10 20%
IMPORTANT 16 32%
NEUTRAL 22 44%
NOT THAT IMPORTANT 0 0%
NOT AT ALL IMPORTANT 2 4%
TOTAL 50 100%

Figure No 4.15

IMPORTANCE

4% VERY IMPORTANT
20% IMPORTANT
NEUTRAL
NOT THAT IMPORTANT
44% NOT AT ALL IMPORTANT

32%

INTERPRETATION

48
Out of the total respondents in this survey,20% of thinks ambiance and amenities provided by the
private healthcare system is very important, 32% respondents think as important, 44%
respondents think as neutral, 0% not that important and 4% not at all important.

RECOMMEND OR NOT PRIVATE HEALTHCARE CURRENTLY USING

Table No 4.16
RECOMMEND OR NOT NO. OF RESPONDENT PERCENTAGE
YES 30 60%
NO 6 12%
MAYBE 14 28%
TOTAL 50 100%

Figure No 4.16

RECOMMEND OR NOT

60%

28%

12%

YES NO MAYB E

INTERPRETATION

49
Out of the total respondents in this survey, 60% of respondents recommend currently using
private healthcare ,12% of respondents not recommend and 28% of respondents maybe
recommend.

COMMUNICATING HEALTH INFORMATION

Table No 4.17
COMMUNICATION NO. OF RESPONDENT PERCENTAGE
VERY WELL 8 16%
WELL 10 20%
NEUTRAL 30 60%
POOR 1 2%
VERY POOR 1 2%
TOTAL 50 100%

Figure No 4.17

COMMUNICATION
60%
20%
16%

2%

2%

VER Y W EL L W EL L NEUTR AL P OOR VER Y P OOR

50
INTERPRETATION
Out of the total respondents in this survey,16% of respondents accept that private healthcare
communicate health information very well,20% accept as well,60% accept as neutral, 2% accept
as poor and 2% accept as very poor communication.

SOCIAL RESPONSIBILITY OF PRIVATE HEALTHCARE

Table No 4.18
SOCIAL RESPONSIBILITY NO. OF RESPONDENT PERCENTAGE
VERY RESPONSIVE 5 10%
RESPONSIVE 11 22%
NEUTRAL 30 60%
IRRESPONSIBLE 1 2%
VERY IRRESPONSIBLE 3 6%
TOTAL 50 100%

Figure No 4.18

SOCIAL RESPONSIBILITY

VERY RESPONSIVE
5%
11% RESPONSIVE
NEUTRAL
IRRESPONSIBLE
50% VERY IRRESPONSIBLE
TOTAL
30%

1%
3%

51
INTERPRETATION
Out of the total respondents in this survay,10% respondents think private healthcare were very
responsive, 22% as responsive, 60% as neutral 2% as irresponsible and 6% as very irresponsible.

PRIVATE OR PUBLIC MORE PATIENT-CENTRIC

Table No 4.19
PATIENT-CENTRIC NO. OF RESPONDENT PERCENTAGE
YES 32 64%
NO 7 14%
NOT SURE 11 22%
TOTAL 50 100%

Figure No 4.19

PATIENT-CENTRIC
64%

22%
14%

YES NO NOT SURE

52
INTERPRETATION
Out of the total respondents in this survey, 64% of respondents thinks private healthcare are
patient-centric ,14% of respondents thinks not patient-centric and 22% of the respondents not
sure.

CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSIONS

53
5.1 FINDINGS

 Out of the 50 respondents(22%) of respondents are males and (78%) are

females.
 Majority of (58%) the respondents were coming under the age group of 20-30.

 Most of the respondents are students.

 Most of (72%) the respondents were coming under the income group of under
10000.

 Most of (60%) the respondents utilizes private healthcare occasionally.

 Among the respondents,(48%) respondents gather information about private
healthcare through advertising.
 Majority of the respondents (44%), considers location as the most important
factor while choosing a private healthcare.
 Most of (86%) the respondents, switched from one private healthcare to
another.

 Out of the total respondents,52% of respondents accept that doctor-patient

relationship is neutral when choosing a private healthcare.

54
 Majority of the (58%) respondents, believes private healthcare adequately
address mental health concerns.
 50% of respondents considers using tele health services offered by private
healthcare.
 Most of the respondents (46%),find the pricing structures of private healthcare
somewhat transparent.
 50% of respondents considers the availability of modern technology and
equipment provided by private healthcare.
 Majority of the (60%) respondents, thinks private healthcare providers
contribute more to medical research and innovation than public ones.
 Most of the(44%) respondents thinks that a neutral importance to the ambiance
and amenities provided in private healthcare.
 60% of respondents recommend private healthcare that they are currently
using .
 Out of the total respondents, 60% of respondents thinks private healthcare
providers communicate health information neutrally.
 Majority of the(60%) respondents, perceive social responsibility of private
healthcare providers in the communities they serve as neutral.

55
5.2 SUGGESTIONS

 Implement fair pricing models that consider both the financial sustainability of
healthcare providers and the affordability for patients, avoiding excessive costs.

 Improve geographical coverage and ensure that healthcare services are easily
accessible to a wider population, reducing disparities in healthcare access.

 Clearly communicate healthcare costs to patients, promoting transparency and

helping individuals make informed decisions about their medical care.

 Prioritize patient satisfaction by focusing on personalized care, effective

communication, and involving patients in decision-making processes for their
treatment.

 Invest in ongoing training for healthcare professionals to keep them updated on

the latest medical advancements, technologies, and patient care methodologies.

 Actively engage with local communities to understand their specific healthcare

needs, cultural nuances, and social determinants of health, tailoring services
accordingly.

56
5.3 CONCLUSION

In conclusion, the examination of consumer perceptions towards the private healthcare system in
Tirurangadi Panchayat provides well understanding of the factors influencing local healthcare
choices. This study has revealed that accessibility, affordability, and trust are crucial elements
shaping how people view healthcare options in this community. The study about what people
think of private healthcare shows that how much it costs, the quality of service, and how easy it
is to get care really matter. People want healthcare that doesn’t break the bank, but they also want
good quality service. Being able to easily reach healthcare facilities is important too. Trust is a
big deal – if healthcare providers are clear about costs, communicate well, and show they really
care about patients, it makes a positive difference in how people see private healthcare. To make
private healthcare more liked, it’s important for providers to be clear about costs, make things
affordable, and focus on giving great care.

57
58
BIBLIOGRAPHY
  BOOKS

 Sanjeev Kelkar “India’s Private Health Care Delivery”-Springer Verlag

publication.
 Michael R. Solomon “Consumer Behaviour: Buying, Having, and Being,
Global Edition”- Pearson publication.
 FRAN COLLYER “Navigating private and public healthcare”-Palgrave
publication

 WEBSITES
• https://scholar.google.com/
• https://chat.openai.com/auth/login
• https://www.freedomhealthinsurance.co.uk/about-
private-healthcare
APPENDIX
 QUESTIONAIRE

A STUDY ON CONSUMER PERCEPTION TOWARDS PRIVATE

HEALTH CARE SYSTEM WITH A SPECIAL REFERENCE TO
TIRURANGADI PANCHAYAT
Dear sir/madam,

I am SHEJILA FARHATH currently pursuing undergraduate degree B.com finance from

Farook Arts and Science college Kottakkal, as a part of my curriculum I am conducting
research on the topic " A STUDY ON CONSUMER PERCEPTION TOWARDS PRIVATE
HEALTH CARE SYSTEM WITH A SPECIAL REFERENCE TO TIRURANGADI
PANCHAYAT”.

I kindly request you to fill out this questionnaire, and I assure you that the data collected will be
kept confidential and only be used for academic purpose.

Thank you in advance for your valuable time and cooperation.

1.Name
2.Age
Below 20
20-30
30-40
Above 40
3.Gender
Male
Female
4.occupation
Business
 Profession
Student
Other
5.Annual income level
10000-50000
50000-100000
100000-150000
Above 150000
6. How often do you utilize private healthcare services?
Frequently
Occasionally
Rarely
7.What sources do you rely on to gather information about private healthcare providers?
Online search
Recommendations from friends/family
Advertising
Others
8.When choosing a private healthcare provider, which factors are most important to you?

- Cost
Reputation
Location
Specialized services
All of the above
None of the above
9. Have you ever switched from one private healthcare provider to another?
Yes
No
10.How important is the doctor-patient relationship in your decision to choose a private healthcare
provider?

- Very important

- Important

- Neutral
 Not important
11. Do you believe private healthcare providers adequately address mental health concerns?

- Yes

- No
Not sure
12. Would you consider using telehealth services offered by private healthcare facilities?

- Yes

- No

- Maybe
13. How transparent do you find the pricing structures of private healthcare services?

- Very transparent

- Somewhat transparent

- Not very transparent

Not at all transparent
14. When choosing a private healthcare provider, how much does the availability of modern technology
and equipment influence your decision?

- A lot
Somewhat
- Not much
Not at all
15. Do you think private healthcare providers contribute more to medical research and innovation than
public ones?
Yes
- No
Not sure
16.How important is the ambiance and amenities of a private healthcare facility to you?

- Very important

- Important

- Neutral

- Not important
17.Would you recommend the private healthcare provider you currently use to others?

- Yes
No
- Not sure
18. In your opinion, how well do private healthcare providers communicate health information to you?
Very well
- Well

- Neutral

- Poor

- Very poor
19. How do you perceive the social responsibility of private healthcare providers in the communities they
serve?

- Very responsible

- Responsible

- Neutral

- Irresponsible

- Very irresponsible

20. Do you believe private healthcare providers are more patient-centric compared to public ones?
Yes
- No
Not sure