Ankit Sharma Mba 4th Sem Report File

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Ankit Sharma MBA 4th sem Report File
Human resource management (JC Bose University of Science and Technology, YMCA)
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Research Project Report
On
<Analyze the Customer Behavior in Healthcare Industry=
Submitted in the partial fulfilment of the requirements for the award of degree in
Master of Business Administration
Session 2020-2022
J.C. Bose University of Science and Technology, YMCA
Submitted To: Submitted By:

The Controller of Examination Ankit Sharma
20011701002

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ACKNOWLEDGEMENT
On the very outset of this report, I would like to extend my sincere and heartfelt appreciation
towards all, who have helped me on this endeavour. Without their active guidance, help,
cooperation and encouragement, this project would not have been possible. I am ineffable obliged
to Dr. Urvesh Chaudhary, my research guide for his continuous and valuable guidance and
encouragement for completion of this project. I also extend my gratitude to the respondent of my
survey for their kind co-operation. I extend my gratitude to Aravali College of Engineering and
Management for giving me this opportunity. I also acknowledge with a deep sense of reverence,
my gratitude towards my parents for supporting me throughout. I concede the contribution of my
friends and acquaintances who have been instrumental in completion of the project.
Any omission in this brief acknowledgement does not mean lack of gratitude.
[Ankit Sharma]
(20011701002)

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DECLARATION
I, Ankit Sharma, of Master of Business administration, year 2020-2022, 4th semester

of Aravali
College of Engineering and Management, hereby declare that the project report entitled “Analyze
the Customer Behaviour in Healthcare Industry " is a genuine work done by me under the
Guidance of Dr. Urvesh Chaudhary, professor & head -Department of management studies. The
project is entirely original and has not been submitted to any university/institute or published
anywhere. The source of material & data used is this study has been duly acknowledged.
[Ankit Sharma]
(20011701003)
Examiners Evaluation
The project report has been evaluated by us.
Internal Examiner
Signature:
Name:
Designation:
Date:
External Examiner
Signature:
Name:
Designation:
Date:
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CERTIFICATE FROM SUPERVISOR
This is to certify that Ankit Sharma, roll number 20011701002, has completed his project titled
<Analyze the Customer Behavior in Healthcare Industry= under my guidance for the
academic year 2020-2022.
Signature
Dr. Urvesh Chaudhary
(Professor & HOD of management studies.)
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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.
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TABLE OF CONTENTS
CHAPTER TOPIC PAGE NO
Chapter 1 Introduction of the topic 1-4
Chapter 2 Literature Review 5-7
Chapter 3 Research Methodology 8-14
Chapter 4 Data Collection and Data analysis 15-30
Chapter 5 Findings of the study, learning, recommendation and 31-32

conclusion
Sample Questionnaire 33-36

Appendix Bibliography 37-38

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Chapter No. 1
Introduction

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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.

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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 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.

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OBJECTIVE OF THE SUMMER TRAINNING:-
o To analyze the impact of customer service over customer retention and customer
satisfaction.
o 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.
o 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.
.

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Chapter No.2
Literature review

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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,
Orthopedic 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 centers 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

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massage, yoga therapy, music therapy, occupational therapy, speech therapy, chiropody,
homeopathy, chiropractic, acupuncture, etc...
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, orthopedics,
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, orthopedics and joint replacement,
cancer, neurosciences, pediatrics, obstetrics and gynecology, aesthetics and reconstructive plastic
surgery, internal medicine, eye and dental care, endocrinology, diabetes, obesity, ENT, metal
health and behavioral 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.

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Chapter No.3
Research Methodology

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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

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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.
o 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.
o 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.
o It is committed only to objective consideration: our objective to increase our revenue by increase
the patient records and improve our services towards them.
o It presupposes ethical neutrality, i.e. it aims nothing but making only adequate and correct
statements about populations or employees objects.
o 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.
o Its methodology is made known to all concerned for critical scrutiny is for use in testing the
conclusions through replication.
o 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
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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 verydeep 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.
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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 Qualitative
phenomenon, i.e., phenomenon relating to or involving quality or kind of research.
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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.
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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.
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Chapter No. 4
Data Collection
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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.
• 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.
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• 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.
Objective of the study
o 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
offree health check-up champ in different villages and urban sector.
o 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.
o 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.
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o 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.
o Company are using classical approaches for retain their costumers or other modernapproaches.
Scope of the study
o They are focusing on the direct marketing. They should also introduce to the villagers alongwith their
respective heads.
o They should also conduct continue medical education (CME) towards the public although they are
conducting it only for doctors.
o Company can reduce their cost on marketing by selecting an appropriate budget line timelimit for the
promotion. Then they can increase their revenue by reducing their cost.
o Our marketing department has used only newspaper, flyers and direct marketing withcustomers, they
can use the e-medium for advertisement, such as radio, television etc.
o The method of sales promotion should be included discount and others offers, such asdiscount 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.
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TABLE : 1 Demographic Profile of the respondents

Demographic Number of
S.No Classification Percentage
characteristics respondents
Male 125 62.5
1 Sex
Female 75 37.5
Below 20 years 9 4.5
21-30 years 76 38
2 Age 31-40 years 61 30.5
41-50 years 40 20
51-60 years 14 7
up to HSC 20 10
Graduate 86 43
3 Education
Post Graduate 50 25
ITI / Diploma 31 15.5
Others 13 6.5
Business 35 17.5
Government
Employee 35 17.5
4 Occupation
Private employee 69 34.5
Professional 38 19
Others 23 11.5
Married 130 65
5 Marital status
Unmarried 70 35
Rs.1-2 lakhs 47 24.7
Annual Rs.2-3 lakhs 64 33.7
6 Income Rs.3-4 lakhs 34 17.9
Rs.4-5 lakhs 40 21.1
Above 5 lakhs 5 2.6
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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
No. of the
Scheme Respondents Percentage
Expenses to cover 60 30.00

hospitalization
Unexceptional risk 96 48.00
Tax benefit 35 17.50
Others 9 4.50
Total 200 100
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
healthinsurance policy.
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TABLE: 3 AWRENSS ON NATURE OF EXPENSES COVERED

BY THE HEALTH INSURANCE CLAIM
l
No. of the Proportionate
. Nature
Respondents Percentage
N=200
N
o
Hospitalization expenses 194 97.00
Boarding and nursing expenses 118 59.00
Surgeon’s fees, Consultant’s fees, 139 69.50
Anesthetist’s fees
Cost of medicines and drugs. 78 39.00
Emergency ambulance charges for
transporting the insured patient. 122 61.00
Pre-hospitalization expenses up to 30
days before the date of admission into 77 38.50
the hospital
Room rent, boarding expenses and 117 58.50
nursing expenses up to 1% of sum
insured per day. It also includes
nursing care, RMO charges, Fluid /
Blood
Transfusion / Injection administration 86 43.00
charges
In case of admitted in ICU, the double 94 47.00
the sum insured per day
Surgeon / Anesthetists/Consultants 96 48.00
0
Anesthetists, blood, oxygen, operation
theatre charges, surgical appliances,
cost of medicines and drugs, x-ray, 96 48.00
1
dialysis, chemotherapy, radiotherapy,
artificial limbs, pacemaker and other
similar expenses.
Hospitalization expenses (excluding 70 35.00
2 of organ)b incurred for donor in
cost
respect of organ transplant
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Preand post hospitalization are covered

up to 30 days prior Hospitalization 77 38.50
3

The above table in detail list out respondents’ awareness towards various expenses
covered under a particular health insurance scheme. From the above table it has inferred
that 97 per cent of the sample 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. As per 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
Very Very Total Weight
Reasons of High Moderate Low Rank
choice High Low Sum Mean
Reference by
family / 83(41. 75(37.50) 37(18.50) 2(1.00) 3(1.50) 830 4.15 1
50)
friends
Regulation
41(20. 90(45.00) 36(18.00) 31(15.50) 2(1.00) 738 3.69 8
government 50)
Reputation /
reliability 36(18. 66(33.00) 80(40.00) 11(5.50) 7(3.50) 708 3.54 10
00)
of the service
provider
Low service
39(19. 79(39.50) 53(26.50) 17(8.50) 12(6.00) 711 3.56 9
processing 50)
cost
Influence of
the sales 61(30. 90(45.00) 36(18.00) 7(3.50) 6(3.00) 799 4.00 2
50)
people
Wise options 67(33. 64(32.00) 45(22.50) 15(7.50) 9(4.50) 762 3.81 3
50)
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High return 54
77(38.50) 42(21.00) 16(8.00) 11(5.50) 745 3.73 6
investment (27.00
)
Reference
54(27. 81(40.50) 38(19.00) 18(9.00) 9(4.50) 755 3.78 5
workplace 00)
Healthy
Political and 54(27. 74(37.00) 43(21.50) 21(10.50) 8(4.00) 746 3.73 6
00)
Legal
situations
Miscellaneous 68(34. 61(30.50) 44(22.00) 18(9.00) 9(4.50) 760 3.80 4
00)
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 insuranceservice provider(s).
TABLE: 5
RESULT OF ANOVA TEST
FACTORS INFLUENCED CUSTOMERS IN SELECTION OF INSURANCE
POLICY
Sum of Mean
Variables Source DF F Sig
Square Square
Between Groups 2.155 3 .718
Reference by .955 .415
With in Groups 147.400 196 .752
family /friends
Total 149.555 199
Regulation of .704 .551
With in Groups 197.032 196 1.005
thegovernment
Total 199.155 199
Reputation Between Groups 5.741 3 1.914
2.091 .103
service provider With in Groups 179.414 196 .915
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Total 185.155 199

Low service .385 .764
With in Groups 231.358 196 1.180
Total 232.720 199
Influence of 1.058 .368
With in Groups 175.907 196 .897
the salespeople
Total 178.755 199
Between Groups 5.092 3 1.697
1.376 .251
No other options With in Groups 241.783 196 1.234
Total 246.875 199
Between Groups .723 3 .241
High return .193 .901
With in Groups 244.232 196 1.246
Total 244.955 199
Between Groups 9.664 3 3.221
Reference 2.815 .051
With in Groups 224.291 196 1.144
Total 233.955 199
Healthy Between Groups 4.020 3 1.340 1.123 .341
Political and
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.
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DATA INTERPRETATION AND ANALYSIS
1. Q: - MARKET SHARE OF ASIAN IN THE HEALTH CARE SECTOR.
A. Fortis 27%
B. Asian 36%
C. Metro 16%
D. Sarvodaya 11%
40%
Fortis , 36%
35%
30%
Asian , 27%
25%
20%
Metro , 16%
15%
Sarvodaya , 11%
Sun flag , 10%
10%
5%
0%
Fortis Asian Metro Sarvodaya Sun flag
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%.
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2. Q:- PEOPLE AWARE OF THE ASIAN HOSPITAL IN FARIDABAD.
a. Know = 73%
b. Don’t know = 27%
80
know, 73
70
60
50
40 don’t know, 27
30
20
10
Know don’t know
26

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3. Q:- PERCENTAGE OF PEOPLE ARE SATISFIED WITH ASIAN SERVICES IN

FARIDABAD.
a) YES 82%
b) NO 16%
c) CAN’T SAY 2%
90
80
70
60
50
40
30
20
No, 16
10
can't say, 2
yes No can't say
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 respons
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4. Q: - PERCENTAGES OF PATIENT COMES FROM DIFFERENT AREA.
a) Urban sector = 26%

b) Rural sector = 24%
c) Govt. sector = 17% PSU Sector = 13%
d) TPA sector = 11%
e) Other sector = 09%
Chart Title
30
urban , 26
25 Rural, 24
20
Govt., 17
15
PSU, 13
TPA, 11
10 OTHER, 9
urban Rural Govt. PSU TPA OTHER
Analysis: Asian has focused on different sector such as urban sector patient comes here 26%.
From 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.
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5. Q:- ASIAN IMPROVE THEIR CUSTOMER SUPPORT SERVICES

BY ADVERTISEMENT AND INCREASE CUSTOMER RELATION.
a) yes = 70%
b) No = 30%
80
YES, 70
70
60
50
40
NO, 30
30
20
10
YES NO
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.
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6. Q:- HOW DO YOU LIKE THE MARKETING STARTEGY BY

DIFFERENTHOSPITAL?
1. GOOD 68%
2. AVERRAGE 19%
3. BAD 13%
Chart Title
60%
B.K HOSPITAL
20%
50%
40%
30%
20%
ASIAN HOSPITAL
67%
RETRO HOSPITAL,
10%
10%
0%
ASIAN HOSPITAL B.K HOSPITAL RETRO HOSPITAL
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.
30

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Chapter No.5
Finding, Learning, suggestion &

conclusion
31

lOMoARcPSD|21295004
Finding of the studies:
o Marketing should be in the particular area, which will decrease the extra cost.
o 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.
o Marketing should be done by the well trained person because its effect on the goodwill and
image of the firm.
o Rural marketing should be included the free health check up champ, and distributed flyers.
o 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.
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Chapter No.6
Sample Questionnaire
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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.
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
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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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36

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Chapter No.7
References
37

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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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Research Project Report

<Analyze the Customer Behavior in Healthcare Industry=

Master of Business Administration

J.C. Bose University of Science and Technology, YMCA

Submitted To: Submitted By:

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I, Ankit Sharma, of Master of Business administration, year 2020-2022, 4th semester

The project report has been evaluated by us.

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CERTIFICATE FROM SUPERVISOR

Dr. Urvesh Chaudhary

(Professor & HOD of management studies.)

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

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CHAPTER TOPIC PAGE NO

Chapter 1 Introduction of the topic 1-4

Chapter 2 Literature Review 5-7

Chapter 3 Research Methodology 8-14

Chapter 4 Data Collection and Data analysis 15-30

Chapter 5 Findings of the study, learning, recommendation and 31-32

Sample Questionnaire 33-36

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OBJECTIVE OF THE SUMMER TRAINNING:-

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The sector comprises hospital and allied sectors that include:

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PLAYERS IN THE MARKET:

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Quantitative research: Quantitative research Is based on the measurement of the Quantity. It is

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NEED FOR RESEARCHDESIGN

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Limitation of the Study

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Type of data collection: -

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• HUDDA OFFICE, SEC-12.

• JUDICIAL COURT, SEC-12.

Objective of the study

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Scope of the study

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TABLE : 1 Demographic Profile of the respondents