Research Project Report

On
“ Analyse the Customer Behaviour in Healthcare industry “

Submitted For Partial Fulfilment of the Degree

Of
Master of Business Administration
By
Riya Gupta
( Roll Number – 2302250700025)
Under the Supervision of
Mohd. Faiz Siddique
Marketing

Accurate Institute of Management & Technology, Greater Noida

(Affiliated to AKTU and Approved by AICTE)

Batch (2023-25)

i
 HEAD OF MBA PROGRAM’S CERTIFICATE
This is to certify that the Research Project Report titled “Analyze the customer
in Heathcare Industry ” is carried out by Riya gupta , Roll No. –
2302250700025 , a student of MBA –IV semester at Accurate Institute of
Management & Technology (AIMT), Greater Noida, under the supervision of
Mohd. Faiz Siddiqui ,Marketing , AIMT
This is an original work carried out by the said student to the best of my
knowledge and I recommend for the submission of this Research Project Report
to Dr APJ Abdul Kalam Technical University, Uttar Pradesh, Lucknow, in
the partial fulfillment of the award of MBA Degree.

Director
Accurate Institute of Management & Technology
Greater Noida.

ii
 Supervisor’s Certificate
This is to certify that the Project Research Report entitled ‘Analyze the
customer in Heathcare Industry’ has been prepared by Riya gupta , Roll No.
– 2302250700025 under my supervision. Riya gupta has prepared the Report
during 4th Semester prescribed under MBA Ordinance governing the award of
the Degree of Master of Business Administration, Dr APJ Abdul Kalam
Technical University, Uttar Pradesh, Lucknow, and the report embodies the
result of his study and investigation conducted during the period he worked as a
regular student.
The report is of the standard expected of a candidate for the partial fulfillment
of MBA Degree and I recommend that it may be evaluated.

Mohd. Faiz Siddiqui

Marketing
Supervisor

iii
 PREFACE

Business is about utilizing the opportunity available in the environment. This report would
help understand how markets are changing all the time. It depends on the type of product and
service the business offers, however a business needs to react or lose customers. Business
marketing concepts have to be understood and absorbed to core.

The research provides an opportunity to a student to demonstrate application of his/her

knowledge, skills and competencies required during the technical session. Research also
helps the student to devote his/her skill to analyze the problem to suggest alternative
solutions, to evaluate them and to provide feasible recommendations on the provided data.

This report presented the long standing demand of hospital marketing in marketing. Some
features of the report are starts with the introduction of the topic which is hospital marketing
and then starts with the literature review of the topic with the research methodology which is
providing the information about research type, research design, sample size, data collection
method. It shows the objective, scope, and limitation of each activity. It suggests that how
much data we had collected and how it was helpful to us for analysis the result.

The report is written to ignite the interest in the area of hospital marketing. The concept of
hospital marketing is very broad in sense and for this reason the language is kept simple and
every details of our training put in very interesting and relevant. We have also kept focus on
provide acquire knowledge of hospital marketing theory as well as practical knowledge in the
report.

iv
 Table Of Content

CHAPTER TOPIC PAGE NO.

CHAPTER -1 Introduction of the topic vi-ix

CHAPTER -2 Literature Review x-xii

CHAPTER -3 Research Methodology xii-xix

CHAPTER -4 Data Collection and Data analysis xx-xxxvi

CHAPTER -5 Fundings of the study , learning , xxxvii-xxxviii

recommendation and conclusion

CHAPTER -6 Sample Questonnaire xxxix-xliv

Bibliography

v
Chapter No. 1

Introduction

vi
 INTRODUCTION

Pharmaceutical Industry in India the Pharmaceutical industry in India is the world's third-
largest in terms of volume and stands 14th in terms of value.

The government started to encourage the growth of drug manufacturing by Indian companies
in the early 1960s, and with the Patents Act in 1970. However, economic liberalization in 90s
by the former Prime Minister P.V. Narasimha Rao and the then Finance Minister, Dr.
Manmohan Singh enabled the industry to become what it is today. This patent act removed
composition patents from food and drugs, and though it kept process patents, these were
shortened to a period of five to seven years..

The lack of patent protection made the Indian market undesirable to the multinational
companies that had dominated the market, and while they streamed out. Indian companies
carved a niche in both the Indian and world markets with their expertise in reverse
engineering new processes for manufacturing drugs at low costs. Although some of the larger
companies have taken baby steps towards drug innovation, the industry as a whole has been
following this business model until the present.

The Indian pharmaceutical sector has come a long way, being almost non-existent before
1970 to a prominent provider of healthcare products, meeting almost 95 per cent of the
country's pharmaceuticals needs. The Industry today is in the front rank of India's science
based industries with wide ranging capabilities in the complex field of drug manufacture and
technology. It ranks very high in the third world, in terms of technology, quality and range of
medicines manufactured. From simple headache pills to sophisticated antibiotics and
complex cardiac compounds, almost every type of medicine is now made indigenously.

The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered
units with severe price competition and government price control. It has expanded
drastically
in the last two decades. There are about 250 large units that control 70 per cent of the
market with market leader
holding nearly 7 per cent of the market share and about 8000 Small Scale Units together
which form the core of the pharmaceutical industry in India (including 5 Central Public
Sector Units). These units produce the complete range of pharmaceutical formulations,
i.e.,
medicines ready for consumption by patients and about 350 bulk drugs, i.e., chemicals
having
therapeutic value and used for production of pharmaceutical formulations.
Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the
drugs and pharmaceutical products has been done away with. Manufacturers are free to

vii
produce any drug duly approved by the Drug Control Authority. Technologically strong and
totally self-reliant, the pharmaceutical industry in India has low costs of production, low
R&D costs, innovative scientific manpower, strength of national laboratories and an
increasing balance of trade.

The number of purely Indian pharma companies is fairly low. Indian pharma industry is
mainly operated as well as controlled by dominant foreign companies having subsidiaries in
India due to availability of cheap labour in India at lowest cost. Most pharma companies
operating in India, even the multinationals, employ Indians almost exclusively from the
lowest ranks to high level management. Mirroring the social structure, firms are very
hierarchical. Home-grown pharmaceuticals, like many other businesses in India, are often a
mix of public and private enterprise. Although many of these companies are publicly owned,
leadership passes from father to son and the founding family holds a majority share.

The total Indian production constitutes about 13 per cent of the world market in value terms
and, 8 per cent in volume terms. The per capita consumption of drugs in India, stands at
US$3, is amongst the lowest in the world, as compared to Japan- US$412, Germany- US$222
and USA-US$191.

viii
 OBJECTIVE OF THE SUMMER TRAINNING:-

To analyze the impact of customer service over customer retention and customer
satisfaction.

To analyze the sales promotion and customer relation of how it could be related to
each other. If we work on promotion of the facility of the hospital then people will be
attracted by our services and we will be able to create a positive image in the
customer mind.

To analyze which channels of promotion are suitable in villages and in the urban area?
Our marketing department would use newspaper branding, pamphlets, flyers, and
some other medium of communication.

ix
 Chapter No.2

Literature review

x
 HEALTHCARE INDUSTRY

The healthcare sector is the sector of the economy made up of companies that specialize in
products and services related to health and medical care. The healthcare sector includes
publicly-traded companies that power all dimensions of the healthcare industry. Examples of
these companies include, but are not limited to, biotechnology companies, health insurance
providers, pharmaceutical companies, and companies that manage clinics and hospitals.
Companies that produce professional and home health products (for example, blood-pressure
monitors, Elastoplast, Orthopaedic devices, and surgical supplies) are also included in this
sector. It comprises of providers of diagnostic, preventive, remedial, and therapeutic services
such as doctors, nurses, hospitals and other private, public, and voluntary organizations. It
also includes medical equipment and pharmaceutical manufacturers, health insurance firms.
The modern health care sector is divided into many sub-sectors, and depends on
interdisciplinary teams of trained professionals and paraprofessionals to meet health needs of
individuals and populations. The health care industry is one of the world's largest and fastest-
growing industries. Consuming over 10 percent of Gross Domestic Product (GDP) of most
developed nations, health care can form an enormous part of a country's economy. The health
care industry is typically divided into several areas.

The sector comprises hospital and allied sectors that include:

a) Medical care providers that includes physicians, specialist clinics, nursing homes and
hospital

b) Diagnostic service centres and pathology laboratories

c) medical equipment manufacturers

d) Contract research organizations and pharmaceutical manufacturers

e) Third party support service providers

This third party involves activities of, or under the supervision of, nurses, midwives,
physiotherapists, scientific or diagnostic laboratories, pathology clinics, residential health
facilities, or other allied health professions, e.g. in the field of optometry, hydrotherapy,
Medical massage, yoga therapy, music therapy, occupational therapy, speech therapy,
chiropody, homeopathy, chiropractic, acupuncture, etc..

xi
PLAYERS IN THE MARKET:

Fortis Healthcare Limited - owns, operates, and manages multi-specialty hospitals. Its
healthcare facilities offer a range of specialty medical services, such as cardiac care,
orthopaedics, neurosciences, metabolic diseases, renal care, oncology, and mother and child
care, as well as other services, such as cosmetic surgery, ophthalmology, ear nose throat care,
and dermatology

Max Healthcare Institute Limited - operates healthcare facilities with indoor and outdoor
patient care in India. It provides services in the areas of cardiology, orthopaedics and joint
replacement, cancer, neurosciences, paediatrics’, obstetrics and gynaecology, aesthetics and
reconstructive plastic surgery, internal medicine, eye and dental care, endocrinology, diabetes,
obesity, ENT, metal health and behavioural sciences, physiotherapy and rehabilitation, and
nuclear medicine, as well as minimal access, metabolic, and bariatric surgery.

Columbia Asia -is an international healthcare group operating a chain of

modern hospitals
across India, Malaysia, Vietnam and Indonesia. The company's highly skilled medical
experts
deliver care in hospitals specifically designed for the needs of patients and built for
maximum
comfort and efficiency. Columbia Asia Hospitals. Pvt. Ltd. is one of the first healthcare
companies to enter India through 100% Foreign Direct Investment (FDI) route.

xii
 Chapter No.3

Research Methodology

xiii
 RESEARCH METHODOLOGY

Research is a common parlance refers to a search for knowledge. Once can also define
research as a scientific and systematic search for pertinent information on a specific topic. In
fact search is an art of science investigation. A careful investigation or inquiry specially
through search for new fact in any branch of knowledge.

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study the
various step that are generally adopted by a researcher in studying his research problem along
with the logic behind them.

Researchers not only need to know how to develop certain indices or test, how to calculate
the mean, the mode, the median or standard deviation, how to apply particular research
techniques, but they also need to know which of these method or techniques are relevant and
which are not, and what would they mean and indicate why. Researcher also needs to
understand the assumption underlying various techniques and they need to know the criteria
by which they can decide that certain techniques and procedures will be applicable to certain.
Problems and other will not.

All this mean that it is necessary for researcher to design his methodology for his problem as
the same may differ from problem to problem. For example, a marketing manager of hospital
has to consciously evaluate the basis of his decision, i.e. he has to evaluate why and on what
basis he selects particular size, numbers and location of population, clinics, other hospitals
etc. so that a researcher has to specify very clearly and precisely what decision he selects and
why he selects them so that they can be evaluated by others also.

We can say that research methodology has many dimensions and research methods do
constitute a part of the research methodology. The scope of the research methodology is
wider than that of research method. Thus, we talk of research methodology we not only talk
of the research methods but also consider the logic behind the methods we use in the content
of our research study and explain why we are using a particular method or techniques and
why we are not using others so that research result are capable of being evaluated either by
the researcher himself or by others. In the hospital research they (researchers) have to seek
more advanced research to seek growth market potential. The researcher decides to use
different methodology according to their data and the strength of the data.

Hospital market research relies on experimental evidence: every research which are
either related to hospital or other sector has to prove its fact and reality depends on the
research methodology.

xiv
 It utilize relevant concepts: in the research methodology we had collected all
relevant data to our research such as the total numbers of villages in our area,
total numbers of corporate sector in our district, and how much CMC and govt.
sector are available to focus on their employees and provide them information
about our scheme.

It is committed only to objective consideration: our objective to increase our revenue

by increase the patient records and improve our services towards them.

It presupposes ethical neutrality, i.e. it aims nothing but making only adequate and
correct statements about populations or employees objects.

Its results into probabilistic predictions: research about marketing growth researcher
has to predefine about problems then they have to analysis about their prediction and
their problem generated regards to research.

Its methodology is made known to all concerned for critical serutiny is for use in
testing the conclusions through replication.

Its aims at formulating most general axioms or what can be termed as scientific
theories.

The study of research methodology gives the necessaries training in gathering material and
arranging or card-indexing them, participation in the field work when required, and also
training in techniques for the collection of the data appropriate to particular problem, in the
use of statistics, and controlled experimentation and in record evidence, sorting it out and
interpreting it

xv
RESEARCH TYPE

All other type of research is variation of one or more of above stated approaches, based on
either the purpose of research, or the time required to accomplish research, on the
environment in which research is done, or on the basis of some other similar factor. Form the
point to view of time, we can think of research either as one-time research or longitudinal
research.

In the former case the research is confined to a single time periods, whereas in the later case
the research is carried on over several time periods. Research can be field-setting research on
laboratory research or simulation research, depending upon the environment in which it is be
carried out. Research can as well be understood as clinical or diagnostic research. Such
research follows case study methods or in depth approaches to reach the basic casual
relations. Such studies go usually deep in to the cause of thing or events that interest us, using
very small sample and very deep probing data getting devices.

The research may be exploratory or it may be formalized. The objective of exploratory

research is the development of hypothesis rather than their testing, whereas formalized
research studies are those with substantial structure and with specific hypothesis to be tested.
Historical research is that which utilize historical source like documents, remains, etc. to
study events or ideas of the past, including the philosophy of the person in groups at any
remote point of time. Research can also be classified as conclusion- oriented research, a
researcher is free to pick up a problem, redesign the enquiry as he proceeds and is prepared to
conceptualize as he wishes. Decision oriented research is always for the need of a decision
maker and the researcher in the case is not free to embark upon research according to his own
inclination. Operation research is an example of decision-oriented research since it is a
scientific method of providing executive departments with quantitative basis for designs
regarding operations under their control.

xvi
Descriptive research: Descriptive research includes surveys and facts finding enquires of
different kinds. The major purpose descriptive research is description of the state of affairs as
It exists at present. In social science and business Research we often use ex post facto
research for descriptive research studies. The main characteristic of this method is that the
researcher has no control over the variables; he can only report what has happened or what is
happening. Most ex post facto research projects are used for descriptive studies in which the
researcher seeks to measure such item as, for example in the hospital, we will search about
the patients turnover from which region they are coming. Hospital marketing research is a
descriptive research type because in this research we works for survey in different sector such
as rural sector, corporate sector, urban sector as well as in govt. sector. Ex post facto studies
also include attempts by researcher to discover causes even went they can't control the
variable. The method of research utilization in this descriptive researcher survey method of
all kinds, including comparative an correlation method.

Analytical research: In Analytical research on the other hand the researcher has to use
facts or information already available, and analysis these to make a critical evaluation of the
material.

Applied research: Research can either be Applied (or action) research or fundamental
research.

Fundamental research: Fundamental research is mainly concern with generalization and

with the formulation of a theory.

Quantitative research: Quantitative research Is based on the measurement of the Quantity

It is applicable phenomena that can be expressed in term of quantity.

Qualitative research: Qualitative research on the other hand, is concerned with Qualitativ
phenomenon, i.e.. phenomenon relating to or involving quality or kind of research.

xvii
Research process

1. Identify the problem: we had find that the revenue was going down due to lack of focused
on customer satisfaction.

2. Set the objective: we set our objective to increase the Q1 and Q2 revenue with 30%.

3. Develop the research plan: then we develop the research to find out villages and govt.
sector.

4. Data collection: we was two way to collect the data one was from primary source of data
which we had collected from different villages and other was the secondary data which we
had collected from M.C.F.

5. Analysis of the data: Then we had analysis about our performance in the market, that what
was the perception of people about Asian hospital.

6. Finding (results): Then we had analysis about our performance in the market, that what
was the perception of people about Asian hospital.

Research design

Meaning: a research design is the arrangement of condition for collection and

analyzing of
data in manner that aims to combine relevance to the research purpose with economy in
procedure.

NEED FOR RESEARCHDESIGN

Research design is needed because its facilitate the smooth scaling of the various research
operations, thereby making research as efficient as possible yielding maximal information
with minimal expenditure of effort, time and money. Just as for better, economical and
attractive construction of house, we need a blueprint or what we is commonly called the map
of a house well thought out and prepared by an expert architect, similarly we need a research
design or a planning advance of data collection and analyzing for our research projects.

xviii
Research design stands for advanced planning of the method to be adopted for collection the
relevant data and techniques to be used in their analysis, keeping in view the objective of
research and the availability of the staff, time and the money. Preparation of the research
design has a great bearing on the reliability of the result arrived at and as such constitute the
firm foundation of the entire edifice of the research work.

Limitation of the Study

The sample area and sample size has been limited due to time constraint.

Doctors (respondents) are reluctant for their feedbacks & opinions, and authenticity of
their statements can't be verified too.

All the observation and recommendation will be made on the feedback obtained from
survey.

xix
Chapter No. 4

Data Collection

xx
 DATA COLLECTION

We collect primary data during the course doing experiment in experimental research but in
case we do research of the descriptive type and perform survey, whether sample survey or
census survey, then we can obtain primary data either through observation or through direct
communication with respondent in one form or another or through personal interview

Type of data collection: -

Primary data.

Secondary data

PRIMARY DATA
: -This is in other word, means that there are several methods of data
collection primary data, particularly in survey and descriptive research importance ones are: -
1. Observation method.

2. Interview method.

3. Questionnaire method.

4. Schedule method.

5. Other method.

6. Survey method.

7. Technology method.

PRIMARY SOURCE OF DATA: We have collected primary data from the various
villages to find out the market potential of Asian hospital among villages and govt. sector.

xxi
 NEEMKA

PALI

DHAUJ

MOHNA such as other 16 villages.

SECONDARY DATA
: -Secondary data means that that are already available about
different Hospital research. We had collected secondary data from govt. organization such as-

MUNCIPAL CORPORATION FARIDABAD.

HUDDA OFFICE, SEC-12.

JUDICIAL COURT, SEC-12.

POLICE COMMISSIONARATE FARIDABAD. Such as many other govt. places.

RESEARCH METHODOLOGY

We has opted the Descriptive research, analytical research, and quantitative as well
as qualitative research. The research design is very systematically and easy
framework for the learners. There data are mostly related to the objective and based
on the facts. We has used mostly primary source of data. All research and collection
of data are real and very purposeful. Data is analysed by the top researcher of our
organization and used by the top management for their purpose.

xxii
Objective of the study

I have select this topic for learn about the target market, which is used
by the Asian hospital. Really. I have found that they use direct and
indirect channel of promotion such as conduct offer health check-up
champ in different villages and urban sector.

To analyze the sales promotion and customer relation how could be

related to each other. If we work on promotion of the facility of the
hospital then people will really attract by our services and the image of
Asian will really create a positive image on the customer mind.

To expose the promotion of goods and services are really increase the
revenue of the company as well as increase in the customer relation.
When we promote our goods and services to the customer with
effective manner then customer will come at least one time to get our
services and after getting satisfactory result, they shall bounded by the
Asian.

To analyze the channel of promotion are suitable in villages and in the

urban area? Our marketing department would use newspaper
branding, pamphlets, flyers, and some other medium of
communication.

Company are using classical approaches for retain their costumers or

other modern approaches.

xxiii
Scope of the study
They are focusing on the direct marketing. They should also introduce
to the villagers along with their respective heads.

They should also conduct continue medical education (CME) towards

the public although they are conducting it only for doctors.

Company can reduce their cost on marketing by selecting an

appropriate budget line time limit for the promotion. Then they can
increase their revenue by reducing their cost.

Our marketing department has used only newspaper, flyers and direct
marketing with customers, they can use the e-medium for
advertisement, such as radio, television etc.

The method of sales promotion should be included discount and others

offers, such as discount for BPL families. Entrance for ESCI patients.
The marketing team should be well-trained employees who should
have more knowledge about hospital and their services; whenever they
could communicate with other person they are able to satisfy them.

xxiv
xxv
It has been inferred that majority of the respondents of the current study
are male i.e.,62.50 per cent and they are primarily fall under that age
category of 21-30 years i.e., 25 per cent. Whereas 13.50 per cent
women policy holders are aged between 31-40 years. It has been
inferred that 43 per cent of the health policy holders are graduates and it
is assumed they were aware of health insurance and 34.50 per cent of
the respondents' employed in private institutions. It has been observed
that 65 per cent of health insurance policy holders in the study area are
married and 33.70 per cent of the respondents' yearly earning income
ranges within Rs. 2-3 lakhs.

TABLE: 2 PURPOSE STATED BY THE RESPONDENTS

FOR OWING A HEALTH INSURANCE POLICY

Source: Primary Data The above table indicates that out of 200
respondents surveyed that 48per cent of them are aware of
unexceptional risk covered by Medi- claim policies and this is stated as
the primary reason of products related features influence on them for
owing a health insurance policy and 97 per cent of the sample
populations are aware of health expenses covered by their health
insurance policy.

xxvi
TABLE: 3 AWRENSS ON NATURE OF EXPENSES COVERED
BY THE HEALTH INSURANCE CLAIM

Source: Primary Data

The above table in detail list out respondents' awareness towards
various expenses coveredunder a particular health insurance scheme.
From the above table it has inferred that 97 per cent of the sample

xxvii
populations are aware of health expenses covered by their health
insurance policy. Followed by 69.50 per cent have gather good
information on the surgeon's fees, Consultant's fees, Anesthetist's fees
covered under their health insurance scheme. A list of ten variables
were framed as queries those rose information on the most influencing
factors that effected the sample respondents to own a health insurance
policy. Asper the results of sample survey it has inferred those
influences of reference by family / friends has been scored first with
high mean score of 4.15 on Likert's scale of five

TABLE: 4 FACTORS INFLUENCED CUSTOMERS IN

SELECTION OF I.P

xxviii
Source: Primary Data

To measure the degree of association between the purpose stated by

the sample population for holding a health insurance policy and the
influences of varies factors on them, the following hypothesis is framed
and the same is tested with the help of one-way ANOVA test.
Ho: There exists no association between the purposes stated by
the health insurance customers' for owing a policy and the factors
that influenced them in selection of insurance service provider(s).

TABLE: 5

RESULT OF ANOVA TEST

FACTORS INFLUENCED CUSTOMERS IN SELECTION OF

INSURANCE POLICY

xxix
Level of Significance: 5 per cent

From the above table it has inferred that the calculated F-values for all
the 10 variables are greater than the significances value at five per
cent. Therefore, the hypothesis framed stands rejected. It is concluded
that there exists association between the purposes stated by the health
insurance customers' for owing a policy and the factors that influenced
them in selection of insurance service provider(s).
Factor analysis is a statistical technique widely used in analyzing
psychological, social sciences and business data. In business
research, factor analysis is usually applied to correlation between the
variables under study. In the current study factor analysis is applied to
measure relationships among purpose of owing a health insurance
policy and interrelated factor variables are examined and represented
in terms of a few underlying factors.

xxx
1. Q: MARKET SHARE OF ASIAN IN THE HEALTH CARE SECTOR.

A. Fortis 27%

B. Asia 36%

C. Metro 16%

D. Sarvodaya 11%

E. Sun flag 10%

Analysis: The chart shows that the market share of Asian has in wide
range. It has covered 52% market in India. While Govt. and others has
only 36% and 12%.

xxxi
2.Q:- PEOPLE AWARE OF THE ASIAN HOSPITAL IN FARIDABAD.

a. Know = 73%

b. Don't know = 27%

xxxii
3.Q:- PERCENTAGE OF PEOPLE ARE SATISFIED WITH ASIAN
SERVICES IN FARIDABAD.
a) YES 82%
b) NO 16%
c) CAN'T SAY 2%

Analysis:- There are mostly person are satisfied with the services of
the Asian hospital. 82% people are satisfied, 16% are not satisfied
while 2% can't response

xxxiii
4. Q:-PERCENTAGES OF PATIENT COMES FROM DIFFERENT
AREA.
b) Rural sector = 24% a) Urban sector = 26%

c) Govt, sector 17% PSU Sector = 13%

d) TPA sector = 11%

e) Other sector = 09%

Analysis:

Asian has focused on different sector such as urban sector patient

comes here 26%. Fron rural sector 24%. From govt, sector 16%. And
other are comes from TPA, PSU and other. Its means50% patient
comes from only to rural and urban sector.

xxxiv
5.Q:- ASIAN IMPROVE THEIR CUSTOMER SUPPORT SERVICES
BY ADVERTISEMENT AND INCREASE CUSTOMER RELATION.

a) yes 70%
b) No 30%

Analysis:

customers are increasing by the advertisement of the Asian. They

agree with the good services of the Asian hospital other than Hospital
in the city.

xxxv
6. Q:- HOW DO YOU LIKE THE MARKETING STARTEGY DIFFERENTHOSPITAL?

2. AVERRAGE 19% 1. GOOD 68%

3. BAD 13%

ANALYSIS:
This analysis shows 68% people are aware of 19% people are aware of 13% availed
but no one has Marketing strategy by different Hospital.

xxxvi
 Chapter No.5

Finding, Learning, suggestion & conclusion

xxxvii
Finding of the studies:

Marketing should be in the particular area, which will decrease the

extra cost.
It was found from the study that 18% of the customer are not satisfied,
so sales manager have find the reason that why they are not satisfied
& try to achieve a 100% satisfaction level to the entire customers.

Marketing should be done by the well trained person because its effect
on the goodwill and image of the firm.
Rural marketing should be included the free health check up champ,
and distributed flyers.
Marketing person should introduce with people directly, it increase the
good customer relation.
Conclusion:

We should study marketing strategy because we all use marketing

techniques in every aspects of business. If we want to work in
business, we need to know about marketing strategy because
marketing people play a vital role in business activities. Marketing jobs
are inherently interesting because of the variety of people encountered
and activities undertaken. In addition, it offers the opportunities for
financial rewards and promotions. He found Asian Institute of Medical
Science on the first page of the search engine. He analyses our
portfolio with other firms and invites some Asian hospital in their office.
After conducting this report successfully, I have found that Asian
healthcare can be able to create a significant position to our economy
and try to boost up the economy of India. In conclusion I can strongly
predict that Asian healthcare contains a great future ahead of it.
Marketing Strategy of hospital Design & Development for Asian
healthcare.

xxxviii
 Chapter No.6

Sample Questionnaire

xxxix
 QUESTIONARE: -

1. Q: How are services classified?

a) On the basis of satisfaction.

b) On the basis of monetary value.

2. Q:- How can service firms improve their competitive

differentiation, service quality, and Productivity?
a) by promotion
b) by sales

3. Q: How can services provider companies improve their

customer support services?
a) By increase their promotion services

b) By increase the rate of the services.

4. Q:- What challenges does a company face in developing and

introducing new services?

a) Low sales and competition

b) less supply or more demand.

5. Q:- What factors affect the rate at which consumers adopt new
services?
a) Durability of services

b) tangibility of the services.

6. Q: How can a company choose and communicate an effective

positioning in the market?

a) By Direct marketing

b) By indirect marketing.

xl
7. Q: How many people may know about the Asian hospital?

a) Know

b) Don't know

8. Q:- What is the growth rate of Asian hospital in Faridabad in last

three years?
a) Increasing rate

b) Decreasing rate

9. Q:- Market share of Asian in hospital sector?

a) High

b) low

10. Q:-Is Asian improve their customer support services by

advertisement and increase customer relation.
a) yes

b) No

11. Q:-Are healthcare sector in India grooming?

A. Agree

B. Disagree

12. Q:-Which marketing concept should use in hospital

marketing?
A. Modern Approach

B. Classical Approach

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Chapter No.7

References

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 References:

1. Marketing Mix: http://www.mindtools.com/pages/article/newSTR_94.htm

2. Asian healthcare Limited: www.aimsindia.com

3. Besthospital.com

4. Scibd.com: www.scribd.com

5. www.managementparadise.com

6. Managementstudy.com

7. www.managementhelp.com

8. Shareslides.com

9. www.enterpreneur.com

10. www.managementguide.com

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