A

Project Report on
Consumer Behaviour towards Hospitals
Date of Submission: 15/09/2015
MBA (2014-16)

Submitted By:
Shiva Kejriwal (14202090)
Piyush Shrama (14202160)
Yash Thakur (14202018)
Swadesh Dash (14202126)
Swastik Mishra (14202125)

Acknowledgement
We take this opportunity to express our sincere gratitude to our research guide Prof. Arvind
Tripathy for their invaluable guidance.
It would have never been possible for us to take our research project CONSUMER
BEHAVIOR TOWARDS HOSPITALS to completion without his precious ideas, support
and encouragement. It has been a very enlightening experience to work under him.
I thank all the people who invested their precious time to give responses to our questionnaire.
Our special thanks to our friends for their constant suggestions in our work and moral boost. I
thank all staff members of School of Management of KIIT University who helped in
many ways directly or indirectly during the period of our work.
We express our deep sense of reverence and gratitude to our parents for their love, concern
and blessings which are always with us.
Shiva Kejriwal (14202090)
Piyush Shrama (14202160)
Yash Thakur (14202018)
Swadesh Das(14202126)
Swastik Mishra (14202125)

Declaration
We hereby declare that the research report titled CONSUMER BEHAVIOR TOWARDS
HOSPITALS is our own work and has been carried out under the guidance of Prof. Arvind
Tripathy the faculty guide in School of Management, KIIT University, Bhubaneswar, for the
partial fulfilment of Masters of Business Administration Degree.

The research work has been a part of the course curriculum and all the responses collected
from the respondents has been kept confidential and is used for academic purpose only.

All care has been taken to keep this report flawless and we sincerely regret if
any unintended discrepancies in this report.

Introduction
Customer perception is an important component of relationship with the customers.
Perceptions vary from person to person. Different people perceive different things about the
same situation. But more than that, we assign different meanings to what we perceive. And
the meanings might change for a certain person. One might change one's perspective or
simply make things mean something else. The concept of customer perception does not only
relate to individual customers in consumer markets. It is also valid in business to business
situations.
For example, a competitor benchmarking survey of a large industrial supplier revealed that
the market leader, although recognised for excellent quality and service and known to be
highly innovative, was perceived as arrogant in some regions. If we take into consideration
that there are about four other large players with a similar level of quality and innovative
ideas, this perceived arrogance could develop into a serious problem. Customers here are well
aware the main characteristics of all the offerings available at the market are largely
comparable. So they might use the development of a new product generation of their own to
switch to a supplier that can serve them not better or worse, but with more responsiveness
and understanding. Patel Hospital have great pride and pleasure to introduce them self as one
of the most reputed150 bedded multi-speciality and super-speciality hospital in Northern
India, equipped with ultramodern and state-of-the-art facilities for comprehensive care right
from OPD Consultations and routine health check-ups to Intensive Care and Specialized &
Super-specialized surgeries. While their hospital stands one step ahead of other similar
institutions in the region in terms of facilities as well as patient care, they feel proud to inform
that they are the only such hospital affordable to all the section of the society with indoor
facilities available in all categories such as general wards, Semi-deluxe/deluxe and SuperDeluxe rooms with a capacity to accommodate one hundred and fifty patients at a time.
In the present era, when the pace of life is so challenging, competitive and multitasking, time
saving is a priority, hence affecting the life styles. Eating right & healthy, physical exercise
and stress management is a distant dream, we tend to ignore the amazing and complex
machine -'OUR BODY', medical screening is able to identify some of the risk factors, be it a
significant family history, an abnormal physical finding or an abnormal laboratory
investigation. At present, people all over the world are realising that preventive healthcare
holds a lot of significance and requires attention. Western countries have become cognizant of
the fact that investing on preventive healthcare is more economical than to think about a
hospital at times of distress. Therefore, we aim to emphasize the merits of preventive
healthcare and to help people view health positively, which would lead to good health and
good life.

Objective of study
Research methodology
Sample size
According to the study sample size will be taken as 200. The respondents are mainly the
patients and decision makers for their family and relatives in choosing hospitals for treatment.
Sampling Area
The area to be covered for the research will be the Bhubaneswar.
Sampling type
Cluster Sampling was used to collect the data from the respondents.
Sources of data
Both primary and secondary methods will be used for collection of data. Structured
questionnaire comprising different parts will be used for as primary source for collection of
data whereas library research (journals, dissertations books, etc.) will be used as secondary
source for collecting data.
Research design
The research will be a self-reported survey, so research design will be the survey to be
conducted in the area of study.
Data Analysis :
Data was analysed with the help of spss , the sample size includes some students of KIIT
university along with patient and decision makers we made during our visit to the hospitals.

From the analysis most of the age group are below

25 which is 64 pleople followed by 25-35 (40) , 35-50 (46) and 18 people are in the age
group of above 50.

During the time of research period out of 168 people we

found that around 103 people are male followed by 64 female and 1 is of other gender.

52 people said that their income is below

10000 , followed by 32 people of 10000 30000 income group , 51 people of 30000 50000
income group , 26 people are of 50000 100000 income group and 7 peopple are of the
income group of above 100000 .

We found that most of our respondents are

working people , 92 of them are working while 62 are students and 14 are of from other
occupation .

Maximum of our respondents said that main

reason for coming to a particular hospital is because of the reputation of the doctor or the
hospital followed by the past experience of their , and some of them came by the referrals and
promotion of the hospital .

out of 168 consumers 63 of them strongly agreed that

cost is important for them for coming and choosing the hospital followed by 58 (agree),
41(neutral), 4of them disagreed, and 2 of them strongly dis agreed about the cost factor.

78 of our respondents agreed that competency of doctors

and staffs maters for them while 61 of them strongly agreed, followed by 20 of neutral and 6
of them are disagreed.

When the question is asked about the availability

and use of modern equipment most of our consumers strongly agreed followed by agreed and
a few of them are neutral about the segment.

all the respondents are quite conscious on the

hygiene factor so 78 of them agreed that cleanliness of the hospital matters for them followed
by 64 of them strongly agreed and neutral .

We found that 81 of them agreed followed by 43

of them strongly agreed and 37 are neutral, 2 of them disagree and 5 of them strongly
disagree.

Behaviour of the hospital personnel is also

maters while selecting for the hospital , in our survey 88 of the respondent agreed that , 40
strongly agreed followed by 34 neutral , 4 disagreed, and 2 strongly disagreed.

When the question come to the factor of in

time service most of our consumers agreed on it followed by strongly agreed and neutral.

An equal no. of respondents strongly agreed and agreed

(71 on each of them) on the factor followed by 18 of neutral and 5 of them disagreed on it.

most of our consumers agreed on the privacy

factor i.e 64 of the respondents and 40 of them strongly agreed on this factor followed by 49
neutral , 8 disagree and 7 strongly disagreed.

114 of respondents said that they go for diff.

hospitals for diff issues and around 50 of them said that they do not prefer to change their
hospital for diff. issues.
Most of the consumers said that in major case they use to prefer specialized hospitals
followed by District hospitals and in minor cases clinics followed by private general
hospitals.

CONCLUSION

Most of the Respondents select hospitals on the basis of Reputation of doctor or

hospital past experiences and referrals are also another popular basis of selecting a
hospital.
Respondents are very selective and they do not want to compromise in any factors of
selection.
Most weightage is given to competency of doctors around 85 % of the respondents
says it is an important factor.
For coming and choosing a Hospital Cost is also another important factor according to
82% of the customer.
In time service and proper information is another factors in which maximum number
of respondents dont want to compromise.
Convenience, Behaviour of Doctors and staff, Privacy is little less important as
compared of cost and competency of doctors but yet the major number of
Respondents (around 75%) says it is an important factor.
80% of the Respondents said that they choose different hospital on the basis of
seriousness of issues.
In Major Cases most of the consumers prefer specialized Hospitals followed by
District Hospitals.
Whereas in Minor Cases consumers tend to prefer clinics followed by Private General
Hospital.