INTRODUCTION OF THE STUDY

METHODOLOGY

Methodology is the way to systematically solve the problem. In it we study the various steps that are generally adopted in the study along with the logic behind them. It is a conceptual structure within which study is conducted; it constitutes the blue print for the collection, measurement and analysis of data. In the context of the study the methodology used is as follows.

RESEARCH METHODOLOGY

The research is systematic gathering, recording and analysis of data about the impact of media on customer of jewelries.

This research process is carried out to a designed series of steps which are required to be taken in the chronological order. The major marketing research steps are as follows:

Problem Identification Research Design Field Work Report Presentation

PROBLEM IDENTIFICATION

The first and foremost step in this step is to identify the problem chosen for investigation. The step has very significance, once it is said, “a problem well defined is half way to solution.” On the other hand if problem identified vaguely, a wrong problem is identified, or research is not clarified, then the research result may be completely useless for the management and the research effort of the investigator will be futile exercise.

RESEARCH DESIGN

A research design is a master plan or model for the conduct of formal investigation. Once the formal investigation is decided, the researcher must formulate the forma l plan of the investigation. A research design is the specification of methods and procedures, for acquiring the information needed for solving the problem. The formal investigation plan concentrates on procedures for gathering the data. Data gathering forms are prepared. Questionnaires are tested samples for investigations.

There are three basic type of research:-

ExploratoryAll projects must start with exploratory research. This is primary phase and is absolutely

essential in order to obtain a proper definition of problem at hand. The major emphasis is a discovery of ideas and insight.

DescriptiveThe descriptive study is typically concerned with determining frequency with which something

occurs or variable vary together. This study is guided by an initial hypothesis.

CausalThis type of research is made for finding the cause and effect relationship. Exploratory

research helps in formulating hypothesis for further research. The research design specifies the methods for data collection and data analysis. The research design pinpoints how to carry out the research properly by determining:

How the data would be collected?What instrument for data collection would be used?What sampling plan would be used?

FIELD WORK

Once the researcher has finalized the problem definition and research design step, he must collect the data collection operation. This step is also called fieldwork. This field work is most expensive of the entire steps in research projects. Fieldwork is most prone to errors. The researcher might be encountered with number of problems during fieldwork.

REPORT PREPARATION

After the collected data is analyzed and interpreted, the job of marketing researcher is to present results in format of systematically typed or printed research.

LITERATURE REVIEW

CONSUMER PREFERENCE

The term preference is used in a variety of related, but not identical, ways in the scientific literature.

This makes it necessary to make explicit the sense in which the term is used in different social

sciences.

In psychology, preferences could be conceived of as an individual’s attitude towards a set of objects,

typically reflected in an explicit decision-making process (Lichtenstein & Slovic, 2006). Alternatively,

one could interpret the term “preference” to mean evaluative judgment in the sense of liking or

disliking an object (e.g., Scherer, 2005) which is the most typical definition employed in psychology.

However, it does not mean that a preference is necessarily stable over time. Preference can be

notably modified by decision-making processes, such as choices (Brehm, 1956; Sharot, De Martino, &

Dolan, 2009), even in an unconscious way (see Coppin, Delplanque, Cayeux, Porcherot, & Sander,

2010).

"Preference" may also refer to non-choices, such as genetic and biological explanations for one's

preference. Sexual orientation, for example, is no longer considered a sexual preference by most

individuals, but is debatable based on philosophical and/or scientific ideas. [1]

Factors considered by consumer (patient) while selecting private hospitals

Appointment system

Appointment and Queue Management scheduling module facilitates effective scheduling of

appointments of patients with the doctors. This module allows doctors and nurses to view available

time slots and allocate appointments accordingly. This module prevents the system from creating an

appointment if the doctor is on leave or absent or busy in the OT. The appointments are given wrt the

date, time, department, doctor and the type of visit of the patient.

Features of the Appointment and Queue Management Module

Set-up of hospital calendar capturing non-working days, day-care timings, etc.

Scheduling multiple services.

Availability and time slot of consulting doctors as per day & time combination.

Search for consulting doctors as per services.

Appointment booking of consulting doctors on internet, walk-in, etc.

Booking of multiple slots for patients.

Appointment cancellation/ re-scheduling.

Reminders via e-mail, sms, etc.

Precise appointment of a consultation subject to its availability.

Type of assignment is assigned to the patient for special attention if required.

Alerts in place for erroneous appointment.

Provision for keeping record of a medico legal case.

Provision for assigning the maximum visits to consultants. [2]

Cost of Treatment

Dr. Manjula Karunaratne, Director/COO, Asiri Group of Hospitals said that some high quality and sophisticated equipments are very expensive that recovering the investment would not be that easy. He said that their electricity bill alone comes to between Rs. 6 to 10 million and this cost is divided by the number of rooms it alone would be around Rs. 1000 per room.

Responding to a query by a journalist that private medical hospitals charge massive sums of money for surgery and medical treatments, Dr. Karunratne, said that private hospitals are investing very heavily to provide highest quality service. [3]

Behavior of Doctors

The doctor-patient relationship is central to the practice of healthcare and is essential for the delivery of high quality healthcare in the diagnosis and treatment of disease. The doctor patient relationship forms one of the foundations of contemporary medical ethics. Most universities teach students from the beginning, even before they set foot in hospitals, to maintain a professional rapport with patients, uphold patients’ dignity and respect their privacy.

Importance

A patient must have confidence in the competence of their physician and must feel that they can confide in him or her. For most physicians, the establishment of good rapport with a patient is important. Some medical specialties, such as psychiatry and family medicine, emphasize the physician-patient relationship more than others, such as pathology or radiology.

The quality of the patient-physician relationship is important to both parties. The better the relationship in terms of mutual respect, knowledge, trust, shared values and perspectives about disease and life, and time available, the better will be the amount and quality of information about the patient’s disease transferred in both directions, enhancing accuracy of diagnosis and increasing the patient’s knowledge about the disease. Where such a relationship is poor the physician’s ability to make a full assessment is comprised and the patient is more likely to distrust the diagnosis and proposed treatment, causing decreased compliance to actually follow the medical advice. In these circumstances and also in the cases where there is genuine divergence of medical opinions, a second opinion from another physician may be sought or the patient may choose to go to another physician. Michael Balint pioneered the study of the physician patient relationship in the UK with his wife Enid Balint resulting in the publication of the seminal book “The Doctor, His Patient and the Illness.” Balint’s work is continued by The American Balint Society in the United States. The International Balint Federation and other national Balint societies in other countries. [4]

Quality of Services

Recognition to safety and quality issues of patient care is the need of the hour. Management of healthcare institutions and healthcare professionals should gear up to meet the expectations and challenges of good patient care systems in the society. Doctors should inspire the patients to come to hospital seeking health services, said I M Vittala Murthy, secretary to the department of medical education, government of Karnataka.

Inaugurating a two day national conference organized by the department of hospital administration, Yenepoya Medical College Deralakatte here on Saturday, he said quality of services in many hospitals is below standards and needs to be upgraded. Hospital waste management is not given much attention and fails to meet standards set by KSPCB. There is need to maintain and comply with bench mark set for quality control in every aspect of hospital system. [5]

Patients’ perceptions about healthcare services seem to have been largely ignored by healthcare providers in developing countries. That such perceptions, especially about service quality, might shape confidence and subsequent behaviors with regard to choice and usage of the available healthcare facilities is reflected in the fact that many patients avoid the system or avail it only as a measure of last resort. Those who can afford it seek help in other countries, while preventive care or early detection simply falls by the wayside. Patients’ voice must begin to play a greater role in the design of healthcare service delivery process in the developing countries.

Infrastructure or Architecture

Infrastructure is basic physical and organizational structures needed for the operation of a society or enterprise, or the services and facilities necessary for an economy to function. [7]

The fundamental structure of a system or organization. The basic fundamental architecture of any system (electronic, mechanical, social, political, etc) determines how it functions and how flexible it is to meet future requirements.

Modern hospital buildings are designed to minimize the effort of medical personnel and thje possibility of contamination while maximizing the efficiency of the whole system. Travel time for personnel within the hospital and the transportation of the patients between units is facilitated and minimized. The building also should be build to accommodate heavy department such as radiology and operating rooms while space for special wiring, plumbing and waste disposal must be allowed for in the design. [8]

The research of British Medical Association is showing that a good hospital design can reduce patient’s recovery time. Exposure to daylight is effective in reducing depression. Single sex accommodation help ensure that patients are treated in privacy and with dignity. Exposure to nature and hospital gardens is also important- looking out windows improvise patient’s mood, reduces blood pressure and stress level. Eliminating long corridors can reduce nurses’ fatigue and stress. [9]

Another ongoing major development is the change from a ward based system (where patients are accommodated in communal rooms, separated by movable partitions) to one in which they are accommodated in individual rooms. The ward based system has been described as very efficient, especially for the medical staff, but to be considered as more stressful for patients and more detrimental to their privacy. A major constraint on proving all patients with their own rooms is however found in the higher cost of building and operating such a hospital; this causes some hospital to charge for private rooms. [10]

Exposure to daylight

Nature and hospital gardens

Social interaction

Single sex accommodation

Ward layouts and way-finding

Exposure to daylight

Reduced noise. [11]

CHAPTER 4INDUSTRY PROFILE

SECTION A: ABOUT THE INDUSTRY

Hospital Industry is an important component of the value chain in Indian Healthcare Industry

rendering services and recognized as healthcare delivery segment of the healthcare industry, which is

growing at an annual rate of 14%. The size of Indian Healthcare Industry is estimated at Rs. 1,717

billion in 2007. It is estimated to grow by 2012 to Rs. 3,163 billion at 13% CAGR. The private sector

accounts for nearly 80% of the healthcare market, while public expenditure accounts for 20%. The

country had 15,393 (2005) hospitals, which had 8.75 lakh hospital beds. According to the WHO report,

INDIA needs to add 80,000 hospitals bed each year for the next five years to meet the demands of its

growing population. New found prosperity of many Indian household is spurring demand for high

quality medical-care, transforming the healthcare delivery sector into a profitable industry. Medical

tourism is changing the face of traditional healthcare industry in India. India’s excellence in the field of

modern medicine and its ancient methods of physical and spiritual wellbeing make it the most

favorable destination for good health and peaceful living. India’s cost advantage and explosive growth

of private hospitals, equipped with latest technology and skilled healthcare professionals has made it

a preferred destination for medical tourism. According to Ministry of Commerce and Industry, Indian

medical tourism that was valued at US $350 million in 2006, is estimated to grow into a US $2 billion

industry by 2012.

COMPANY PROFILE: APOLLO BSR HOSPITAL

Apollo BSR Hospital is a joint venture of BSR Healthcare & Apollo Hospitals Enterprise Ltd. (Chennai),

the largest healthcare providers.

Dr. M K Khanduja is the chairman and managing director of Apollo BSR Hospitals (a unit of BSR

superspecialty hospitals Ltd.)

Apollo BSR Hospital is a 150 bedded tertiary care multi specialty hospital, with its operations and

management agreement with Apollo Hospital Enterprises Ltd. It has all the major specialties in the

fields of Cardiology, Cardio Thoracic, Oncology, Neurology, Orthopedic, Nephrology, Pediatrics,

Urology, Gastroenterology and emergency care to name a few. All the departments are equipped with

state-of-the-art medical equipment, qualified doctors and a dedicated group of paramedical and

administrative personnel to provide quality healthcare at affordable cost.

BSR Healthcare mission is to bring the latest and quality healthcare facilities within the reach of every

individual and is committed to give high standard patient care by providing latest technologies and

quality work to the people of central India. BSR Healthcare has its two hospitals at Bhilai, Apollo BSR

Hospital and BSR Cancer Hospital. Apollo BSR Hospital is a joint venture of BSR Healthcare & Apollo

Hospitals Enterprise Ltd. (Chennai), the largest healthcare providers. BSR Cancer Hospital is central

India’s only comprehensive cancer management hospital and has facilities for cancer diagnosis,

radiation therapy, chemotherapy, onco surgery & nuclear medicine. BSR’s voyage is from the early

nineties, when its first centre came up in Bhilai in 1992 and since then it has brought in latest

diagnostic modalities for various diseases. The company has entered into a new millennium, with

endeavor, on rewriting Diagnostic values in central India. We are always committed to healthcare by

giving the latest technologies in the healthcare and diagnostic field be it treatment facility or

diagnostic radiology, pathology or any other field. Our mission is to uphold a tradition that enables

our doctors to meet their clinical goals while providing high standard patient care. We strongly believe

that concepts may change, technologies may change, but what usually succeeds is good management

and what excels in quality. We have a team of dedicated doctors, consultants, radiologists, technicians

and staff who share our vision. Since 1995 into being called a pioneer and leader in diagnostics in

Central India, BSR Healthcare is now a well-known name in the healthcare sector. In this millennium

we stand committed to provide superior healthcare by constant technological innovation. BSR

Healthcare has gained the position of leader and pioneers in complete diagnostics with facilities

including 1.5 Tesla MRI machine, 64 Slice MD CT Scan, 4-D Real-time Color Doppler &

Ultrasonography, E.E.G., Endoscopy, Bronchoscopy, Mammography, E.M.G., Echocardiography, TMT,

Spirometry, Digital X-Ray, E.C.G. and High-tech Superspecialty Pathology Lab.

VISION

“To be the most preferred healthcare service provider in the region, to selflessly contribute to

humanity by continuously challenging the existing standard of care.”

MISSION

Apollo BSR Hospitals always provides comprehensive and modern healthcare solutions. People

experience a wide range of high quality technology and a humane approach in the hospitals.

The Journey

The Group started with a diagnostic centre in 1993 at Bhilai. Over a period of time all modern

diagnostic facilities like 1.5 Tesla MRI machine, 64 Slice MD CT Scan, 4-D Real-time Color Doppler &

Ultrasonography, E.E.G., Endoscopy, Bronchoscopy, Mammography, E.M.G., Echocardiography, TMT,

Spirometry, Digital X-Ray and E.C.G have been installed at our various centers. Thereafter similar

centers have been setup at other locations such as Nagpur, Raipur, Korba and Rajnandgaon. In the

year 2000 the Group ventured into establishing ultramodern Superspecialty Cancer Hospital in Bhilai-

BSR Cancer Hospital which is the only comprehensive cancer management center in Chhattisgarh.

After seventeen years into being called a pioneer and leader in diagnostic in Central India and eight

years in Comprehensive Cancer Management, BSR Healthcare is now a well known name in healthcare

sector. BSR realized a need of Multispecialty Superspecialty Tertiary care hospital in Central India and

prompted by the desire to extend high quality medicare beyond the confines of reach class, BSR

healthcare, has setup Superspecialty Hospital at Bhilai. Apollo BSR Hospitals, Bhilai became

operational from September 2007.

Apollo BSR Center of Excellency

Accident And Emergency Dept.

Cardiology Digital Cath Lab

Interventional Cardiology

Cardiothoracic Vascular Surgery

Neurology And Neurosurgery

Endocrinology And Diabetology

Oncology Department

Urology Department

Nephrology With Dialysis Unit

Gastroenterology

Plastic And Cosmetic Surgery

Orthopedics

Pediatrics And Neonatology

Internal Medicine

Respiratory Medicine

Ophthalmology

Obstetrics And Gynecology

Infertility Clinic

ENT Department

Dental Department

Psychiatry

Dermatology And Venrology

Physiotherapy

Pathology And Radiology

Laparoscopic Surgery

Corporate Tie ups:

Empanelled Corporates, insurance, TPA and Recognitions

Our dream of serving you in many aspects has been possible with the gracious helping hand of our

associates, which we feel proud to list in:

Empanelled Corporates

Bank of India (BOI)

Bharat Aluminium Corporation Ltd. (BALCO)

Bharat Petroleum Corporation Ltd (BPCL)

Bhilai Engineering Corporation (BEC)

Border Security Force (BSF)

Central Industrial Security Force (CISF)

Chhattisgarh Cement Manufacturers Association

Chhattisgarh State Electricity Board (CSEB)

Ex-Servicemen Contributory Health Scheme (ECHS)

Engineering Project India Ltd. (EPI)

Food Corporation of India (Fci)

Hindustan Copper Ltd. (HCL)

Hindustan Petroleum Corporation Ltd. (HPCL)

Indian Broiler Group (IBG)

National Hydro-Electric Thermal Power Corp. Ltd. (NHPCP)

National Mineral Development Corporation (NMDC)

NTPC SAIL Power Company Ltd. (NSPCL)

Punjab National Bank (PNB)

South Eastern Coalfields Ltd. (SECL)

South Eastern Central Railway (SECR)

RECOGNITIONS

Chhattisgarh State Government Recognition for State Govt. Employees.

Chhattisgarh State Government for Child Heart Protection Scheme For Pediatric Cardiac Surgeries.

Recognized Under Ambedkar Medical Aid Scheme.

Recognized for Chief Minister Relief Fund For Poor Patients

Employees State Insurance Corporation (ESIC)

Recognized For State Govt. For Sanjeevani Cases.

Insurance Facilitators Which Are All Under Cashless (Credit) Facility

Apollo Munich Health Insurance Co. Ltd.

Bajaj Allianz General Insurance Co. Ltd.

Cholamandalam MS General Insurance Company

HDFC Standard Life Insurance Company Ltd.

ICICI Lombard

ICICI Prudential

Max Bupa Insurance

Oriental Insurance Co. Ltd.

United Healthcare (Private) Ltd.

Future Generali India Insurance Co. Ltd.

TPA Facilitators Which are All under Cashless (credit) Facility:

Alnkit Healthcare Ltd.

Dedicated Health Services Pvt. Ltd.

E-Meditek Solutions Ltd.

Family Health Plan Ltd.

Focus Healthcare (TPA) Pvt. Ltd.

Gennis India Ltd.

Gokulam TPA

Good Health Plan Ltd.

Grand Healthcare TPA Services

Health India TPA

Health Quarter India Pvt. Ltd.

Heritage Health Services (TPA) Pvt. Ltd.

Mdindia Healthcare Services (TPA) Pvt. Ltd.

Medsave Healthcare

Paramount Health Services (TPA) Pvt. Ltd.

Parekh Health TPA

Raksha (TPA) Pvt. Ltd.

Red To Green Services Pvt. Ltd.

Rothshield Health TPA Services

Safeway TPA

Star Health And Allied Insurance Co. Ltd.

Unit Healthcare Pvt. Ltd.

Universal Medi-Aid Services Ltd.

SECTION B: The Relation of Work Done in the Study to the Industry

This study examines the determinants and their impact on consumers’ (patients’) preference towards

private hospitals. To prepare the report, an extensive literature based on factors of consumers’

preference towards private hospitals has been done and I found that, mainly five factors contribute

towards it, these are appointment system, cost of treatment, behavior of doctors, quality of services,

infrastructure or architecture.

The study focuses on the variables which influences consumer (patient) preference while selecting any

private hospital. It tries to find out the impact of variables on consumer preference towards private

hospitals which is expected to the policy makers of private hospitals while developing strategies for

private hospitals.

CHAPTER3RESEARCH METHODOLOGY

SECTION A: OBJECTIVES OF THE STUDY

To identify the significant factors affecting consumer decision making while selecting a private hospital.

To find out the most preferred factor by consumer while selecting a private hospital.

To evaluate the impact of the identified factors on consumers’ decision making while selecting a private hospital.

To help in formulating policy for private hospitals.

Research Hypothesis

H1: appointment system has a significant impact on selection decision while selecting private hospitals.

H2: cost of treatment has a significant impact on selection decision while selecting private hospitals.

H3: behavior of doctor has a significant impact on selection decision while selecting private hospitals.

H4: quality of services has a significant impact on selection decision while selecting private hospitals.

H5: infrastructure or architecture has a significant impact on selection decision while selecting private hospitals.

SECTION B

RESEARCH PLAN

Research Design CausalResearch Method Used SurveyResearch Instrument Questionnaire

SAMPLE PLANData Collection Primary SourceSampling Design ConvenienceSample Size 100Sample Location Durg and BhilaiSample Unit Patient who prefer private hospital for

treatment

RESEARCH PLAN

A research design is a basis of framework, which provides guidelines for the rest of research process. It is the map of blueprint according to which the research is to be conducted. The research design specifies the method of study. Research design is prepared after formulating the research the research problem.

Causal research is made for finding the cause and effect relationship. Exploratory studies help in formulating hypothesis for further research. The research design specifies the method for data collection and data analysis. The research design specially points out how to carry out research properly.

How data will be collected?

What instrument for data collection would be used?

What sampling plan would be used?

In this research I have conducted causal research design to study the “Consumer (patient) perception towards private hospitals with special reference to Apollo BSR-Bhilai.” Causal research includes survey and fact finding analysis of different kinds.

POPULATION

All the consumers are living in the city Bhilai and Durg will constitute the population of the study.

SAMPLE

It is neither feasible nor desirable for the researcher to go through the population there. Therefore sample method is used and I have taken 100 samples, while adopting convenience sampling.

QUESTIONNAIRE

For the purpose of research I have used this particular research instrument – Questionnaire. Keeping in mind the objective of the study questionnaire was prepared. Questionnaire is comprised of two parts, the first part contains the questions related to the topic of the research and the second part contains the profile of respondent.

QUESTIONNAIRE DESIGN

In questionnaire, I have used Likerts’s measurement scale to identify “the significant factors influencing the consumer (patient) decision while selecting private hospitals”

Here 1 to 7 scales are used to be marked their preference level, where ‘1, 2 & 3 stands for disagree’, ‘4 neutral’, and 5,6,7 stands for agree’. This questionnaire includes 5 factors, which measures factors of consumers’ preference towards private hospitals.

Strongly Disagree Neutral Strongly Agree

1 2 3 4 5 6 7

SAMPLE

It is neither feasible nor desirable for the researcher to go through the population there. Therefore sample method is used and I have taken 100 samples, while adopting convenience sampling.

DATA COLLECTION

Data was collected using two main methods:

PRIMARY DATA COLLECTION

Primary data do not exist already in records and publications. The researcher has to gather primary

data a fresh for the specific study undertaken by him. The primary data are explicitly gathered for a

specific research project at hand.

SECONDARY DATA COLLECTION

The Secondary data refer to those data which are gathered for some other purpose and are already

available in the internal records and commercial, trade, or government publications. In my project,

the Secondary data was collected by going through various newspapers, magazines, journals and web

sites (refer Bibliography for details).

SAMPLE SIZE

The generalization of finding is subject to the number of customers in the Bhilai and Durg city.

SAMPLING PLAN

The first step in sampling plan is to decide the population. Once the population is decided the

research must concern him to find:

What sampling unit should be?

What should be the sampling size?

What sampling procedure should be used?

What sampling methods should be utilized in this project?

SECTION C

Demographic Characteristics of the RespondentsDemographic Item Number of Respondents Percentage

(%)Age Under 20

21-4041-60Over 60

2862537

18.6641.3335.334.66

Gender FemaleMale

5397

35.3364.66

IncomeBelow 1.51.5-2.993-4.50Above 4.5

33574119

2238

27.3312.66

Occupation

StudentBusiness personService personProfessionalHousehold

1448492811

9.3332

32.6618.667.33

CHAPTER 4DATA TABULATION, ANALYSIS AND RESULTS

Data Analysis

Data collected during the research with the help of questionnaire is further analyzed and interpreted in the following lines in the same sequential can be understood more clearly with the help of interpretation then followed.The analysis techniques used have been on SPSS and the test was performed to ascertain the factors influencing the consumers’ decision while selecting private hospitals.Factor analysis was conducted to discern out of 5 factors (appointment system, cost of treatment, behavior of doctor, quality of services and infrastructure or architecture are respectively x1 x2 x3 x4 x5 )

mainly which factor (media) influences the customers’ preference towards private hospitals. Ultimately I found all the 5 factors influence it.So, I conducted regression analysis to check the reliability and variability of the factors and found that only two factors have an impact on customer decision while selecting private hospitals, i.e. infrastructure or architecture and quality of services.

Factor analysis attempts to reduce the number of variables and discover the underline constrains that explain the variance. It extracts the uncorrelated factors that account for the largest portion of variance from an initial set of variables. Correlation matrix is used to discover the simple pattern of relationship among the variable.Regression is the determination of a statistical relationship between two or more variables. In simple regression, we have six variables, five variable (defined as independent) is the cause of behavior of another one (defined as dependent variable). Regression interpret what exists physically i.e., there must be physical way in which independent variables X5, X4,X 3, X 2, X 1 can be affected by dependent variable Y.

Component Matrixa

Component

1 2 3 4 5 6

y11 .203 .251 .045 .821 .119 .054

y12 .104 .164 -.026 .929 .097 -.032

y13 .106 .200 .016 .913 .059 -.030

x11 -.043 -.008 .011 .031 -.017 .969

x12 -.057 -.002 -.083 -.027 .060 .960

x13 .037 .310 .024 -.093 .242 .194

x21 .053 .063 .939 .069 .100 -.035

x22 .082 .092 .960 .055 .079 -.030

x23 .106 -.017 .923 -.091 -.060 -.008

x31 .040 .059 .046 .070 .933 .000

x32 -.051 .041 .080 .191 .904 -.007

x33 -.156 .026 -.014 .029 .924 .044

x41 .140 .878 .017 .237 .023 -.064

x42 .096 .923 .081 .234 .039 .006

x43 .151 .897 .041 .260 .006 -.033

x51 .946 .097 .044 .105 -.027 -.010

x52 .945 .154 .092 .133 -.036 -.018

x53 .885 .126 .120 .150 -.092 -.082

Extraction Method: Principal Component Analysis.

a. 6 components extracted.

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .526a .277 .238 .663

a. Predictors: (Constant), x5, x1, x3, x2,x4

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig.B Std. Error Beta

1 (Constant) 1.651 .732 2.255 .026

x1 -.005 .062 -.007 -.084 .933

x2 -.034 .076 -.041 -.454 .651

x4 .346 .081 .396 4.260 .000

X5 .180 .084 .202 2.143 .035

a. Dependent Variable: y1

With the help of factor analysis it was found that no factor is loaded in the same column, thus by analyzing the variables, regression analysis is done.With the help of regression analysis it is found that quality of services and infrastructure or architecture are the most significant variables for the consumer while selecting private hospitals, as the value is 0.000 and 0.035 which is below 0.050. The variable is considered significant only when it is less than 5%.

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 15.789 5 3.158 7.189 .000a

Residual 41.290 94 4.39

Total 57.079 99

a. Predictors: (Constant), x5, x1, x3, x2,x4

b. Dependent Variable: y

Research Hypothesis H4 and H5 are accepted, i.e., infrastructure or architecture and quality of services has significant impact while preferring private hospitals.

INTERPRETATION

It was found from the regression analysis that there are two factors those are quality of services (X4)

and infrastructure or architecture (X5), which are most significantly responsible for affecting the

consumer decision while selecting private hospitals.

In the regression analysis the coefficient value of quality of services (X4) and infrastructure or

architecture (X5) are 0.000 and 0.035, which are less than 0.05, which means that quality of services

and infrastructure or architecture are the major factors which affect the consumer’s (patient)

selection decision towards private hospitals.

CHAPTER 5FINDINGS OF THE RESULT

Infrastructure or architecture is important factor for consumer while selecting private

hospitals.

The quality of services is most important factor for consumer while selecting private

hospitals.

Appointment system, cost of treatment, behavior of doctors are not so important factor

for the consumers.

These two factors infrastructure or architecture and quality of services affect consumer

(patient) decision.

CHAPTER 6RECOMMENDATIONS

Through this research study I found that consumers infrastructure or architecture and

quality of services more than others. Therefore private hospitals should consider these

two factors while making policy for hospitals.

The private hospitals should make efforts on creating a good infrastructure or architecture

like sanitation, peacefulness, etc.

Consumer considers quality of services while selecting private hospitals so company

further improve their quality of services, like well equipped room, treatment, medicines

etc.

Policy makers of Apollo BSR should emphasize on these two factors infrastructure or

architecture and quality of services more than others.

CHAPTER 7LIMITATIONS

Due to time and money constrains the sample size is limited and probably not enough.

The data gathered may be biased in favor of the respondents.

Most of the respondents were reluctant to provide the relevant information.

Many of respondents denied from filling the questionnaire.

Most respondents may have similar habit and thinking.

CHAPTER 8CONCLUSION

In accordance with research and study conducted by us on the topic of “A study on consumer

(patients) perception towards privates hospitals with special reference to Apollo BSR hospital bhilai”. I

came into a conclusion that the consumer considers quality of services and infrastructure or

architecture more than others.

In accordance with the research study conducted by me, I came into conclusion that consumer

(patients) decision highly influences by infrastructure or architecture.

The most important factor is the quality of services which while selecting private hospitals;

consumer considers quality of services while selecting private hospitals.

REFERENCES

Citation from Books:

R. Michael, Solomon, “Consumer Behavior in Fashion”, Prentice Hall, 2003.

Kotler P., Kevin Lane Keller, Abraham Koshi,Mithileshwar Jha, “Marketing Management” (13 th

edition), Pearson Education India, 2009.

Noel H., “Basics Marketing of Consumer Behavior”, AVA Publishing, September 1, 2009, pg 94-

97.

Citation from journals:

Annmarie Adams, Medicine by Design: The Architect and the Modern Hospital, 1893-1943

(2009)

Baker, G. A. “Consumer Preferences for Food Safety Attributes in Fresh Apples: Market

Baker, G. A. and P. J. Crosbie. Measuring Food Safety Preferences: “Identifying Consumer

Segments.” Journal of Agricultural and Resource Economics. 18(2)(1993): 277-287.

Eastwood, D. B., J. R. Brooker and R. H. Orr. “Consumer Preferences for Local versus Out-

ofState Grown Selected Fresh Produce: The Case of Knoxville, Tennessee.” Southern Journal of

Agricultural Economics. 19(1987):183-94.

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APPENDICES

QUESTIONNAIRE

I am a student of Master of Business Administration at Faculty of Management Studies, S.S.G.I. As part of my curriculum, I am conducting “A study on Consumer Perception towards private hospitals with special reference to Apollo BSR- Bhilai.” The data will be used for academic purpose only without disclosing your identity. I will be grateful to you for your candid responses. Please mark a (√) in your preferred box

Strongly disagree Neutral Strongly agree

1 2 3 4 5 6 7

1.1 I have an intention to prefer private hospitals. 1 2 3 4 5 6 7

1.2 My intention towards preferring private hospitals is high. 1 2 3 4 5 6 7

1.3 My likelihood of preferring private hospitals is high. 1 2 3 4 5 6 7

2.1 Appointment system is an important factor for me while selecting private hospitals.

1 2 3 4 5 6 7

2.2 I consider appointment system while choosing private hospitals. 1 2 3 4 5 6 7

2.3 Appointment system has an impact on my decision while selecting private hospitals.

1 2 3 4 5 6 7

3.1 Cost of treatment is an important factor for me while selecting private hospitals.

1 2 3 4 5 6 7

3.2 I consider cost of treatment while choosing private hospitals. 1 2 3 4 5 6 7

3.3 Cost of treatment has an impact on my decision while selecting private hospitals.

1 2 3 4 5 6 7

4.1 Behavior of doctors is an important factor for me while selecting private hospitals.

1 2 3 4 5 6 7

4.2 I consider behavior of doctors while choosing private hospitals. 1 2 3 4 5 6 7

4.3 Behavior of doctors has an impact on my decision while selecting private hospitals.

1 2 3 4 5 6 7

5.1 Quality of services is an important factor for me while selecting private hospitals.

1 2 3 4 5 6 7

5.2 I consider quality of services while choosing private hospitals. 1 2 3 4 5 6 7

5.3 Quality of services has an impact on my decision while selecting private hospitals.

1 2 3 4 5 6 7

6.1 Infrastructure is an important factor for me while selecting private hospitals. 1 2 3 4 5 6 7

6.2 I consider infrastructure while choosing private hospitals. 1 2 3 4 5 6 7

6.3 Infrastructure has an impact on my decision while selecting private hospitals. 1 2 3 4 5 6 7

PERSONAL DETAILSName:

Age: < 20 21-40 41-60 > 60

Gender: Female Male

Annual Income: < 1.5 1.5-2.99 3-4.50 > 4.50 Occupation : Student Business person Service person

Professional Household Any other

Thank you for your contribution.

DINESH KUMAR JAISWAL MBA- IV semFMS (SSGI),Bhilai