101JC18015

AN ANALYSIS OF CONSUMER PERCEPTION TOWARDS PREVENTIVE HEALTHCARE
IN DRIVING MARKETING PROGRAMS-FOR ASHA BIOMETRIC SERVICES PVT.LTD.
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF
BACHELOR OF BUSINESS MANAGEMENT DEGREE COURSE OF
BANGALORE UNIVERSITY
BY
ROSHANJIT KAR BHOWMIK.
(REG NO.101JC18015)
UNDER THE GUIDANCE OF
Prof. G. KRISHNAVENI
BHARATIYA VIDYA FOUNDATION’S
INSITITUTE OF BUSINESS MANAGEMENT & RESEARCH
IBMR HOUSE, # 44, 6TH
CROSS, WILSON GARDEN
BANGALORE – 560027, www.ibmr.in
2012-2013

GUIDE CERTIFICATE
This is to certify that the Project Work titled “An analysis of consumer perception
towards preventive healthcare in driving marketing programs-for Asha
Biometric services Pvt. Ltd.” is a Bonafide work of Roshanjit Kar Bhowmik
(REG. NO. 101JC18015)carried out in partial fulfillment for the award of degree
of BACHELOR OF BUSINESS MANAGEMENT of BANGALORE
UNIVERSITY under my guidance. This project work is original and notsubmitted
earlier for the award of any degree / diploma or associate ship of
anyother University / Institution
Place: BangaloreProf. G. KRISHNAVENI
Date:(GUIDE, I.B.M.R)

CERTIFICATE OF THE COLLEGE
This is to certify that Roshanjit Kar Bhowmik (REG. NO. 101JC18015)
student of a Final year BBM during the academic year 2012-2013 of this
college and has successfully completed the “An analysis of consumer
perception towards preventive healthcare in driving marketing programs-
for Asha biometric services Pvt. Ltd” is a bonafide work carried out
in partial fulfillment for the award of degree of BACHELOR OF BUSINESS
MANAGEMENT of BANGALORE UNIVERSITY under the guidance of
Prof. G. Krishnaveni. This project work is original and not submitted earlier
for the award of any degree / diploma or associate ship of any
other University / Institution
PLACE: BANGALORE Prof.
H.V.PRAKASHDATE:
(Principal)

ACKNOWLEDGEMENT
I sincerely express my gratitude to my guide Prof G. KRISHNAVENI for her
invaluable patience and guidance, help and timely suggestions that she offered in
connection with my project.
I also, take this opportunity to thank Mr. Sreedhar, Ms. Divya Ashish and everybody
at Asha Biometric Services Pvt. Ltd. For the immense help they rendered to me for
the smooth running of the project.
I also take this opportunity to thank my dean Dr. Chandra Niranjan, my principle
Prof. H.V. Prakash, my program coordinator Ms. Asha Sanath, Senior member of
faculty Mr. Bikramaditya Ghosh, my placement officer Mr. Partho Ganguly, my
marketing teacher Prof Santhosh Kumar A.M.R and my academic coordinator Prof.
Mohan of the Institute of Business Management and Research.
I would also like to thank my parents and my family members who stood behind me
and supported me in every manner possible.
I also take this opportunity to thank Mr. Rahul Ramesh and Mr. Vishnu Ajith Kumar
for their help in my successful completion of this project.
I also pray and thank God almighty, for answering my prayers and keeping me
forever blessed and ensuring the successful completion of my project.

STUDENT DECLARATION
I ROSHANJIT KAR BHOWMIK (Reg. NO.101JC18015), hereby declare
that this project titled “An Analysis of consumer perception towards
preventive healthcare in driving marketing programs-for Asha biometric
services Pvt. Ltd” has been compiled and drafted by me under the guidance
and supervision of Prof. G. KRISHNAVENI in partial fulfillment of the
award of ‘‘BACHELOR OF BUSINESS MANAGEMENT” from Bangalore
University.
I also declare that this project is the result of my own efforts and this project
work is original and not submitted earlier for the award of any degree /
diploma or associate ship of any other University / Institution
Place: BangaloreROSHANJIT KAR BHOWMIK
Date:

LIST OF CONTENTS
CH.
NO.
CHAPTER NAMES PAGE
NUMBER
1. INTRODUCTION 1-8
2. RESEARCH DESIGN 9-21
3. COMPANY PROFILE 22-33
4. DATA ANALYSIS AND INTERPRETATION 34-75
5. SUMMARY OF FINDINGS AND CONCLUSION 76-80
6. RECOMMENDATIONS AND SUGGESTIONS 81-85
7. APPENDICES AND ANNEXURES 86-96

LIST OF TABLES
Table
No.
TITLE
Page
No.
4.1 Distribution of users and non-users across respondents 34
4.2 Distribution of users in each age-group 36
4.3 Distribution of users in each profession 38
4.4 Distribution of regular and occasion users across age-
groups
40
4.5 Distribution of regular and occasion users across
professions
42
4.6 Analysis of factors influencing decision to avail of health
check-up services
44
4.7 Analysis of perception of effectiveness of preventive
health check-up service
46
4.8 Analysis of continued usage 48
4.9 Analysis of recommendation of preventive health check-
up service to others
50
4.10 Cross relationship between continued usage of
preventive health check-up service and
recommendation of preventive health check-up service
to others
52

4.11
Analysis of intension to include of self or family
members in preventive health checkup program if in
future cost to be borne fully by self for those users who
are being fully or partially reimbursed at present
54
4.12 Awareness about alternatives available for service
providers
56
4.13 Ranking of factors influencing selection of service
providers
58
4.14 Ranking of factors considered important for a facility
offering preventive health checkup service
60
4.15 Analysis of need felt to avail of preventive health check-
up services
62
4.16 Analysis of value perceived 64
4.17 Analysis of interest to know about preventive health
check-up services among non-users
66
4.18 Analysis of alternative practice 68
4.19 Distribution of preferred language 70
4.20 Analysis of preferred social networking channels 72
4.21 Analysis of preferred communication medium 74

LIST OF CHARTS
Table
No. TITLE
Page No.
4.1 Distribution of users and non-users across
respondents
35
4.2 Distribution of users in each age-group 37
4.3 Distribution of users in each profession 39
4.4 Distribution of regular and occasion users across age-
groups
41
4.5 Distribution of regular and occasion users across
professions
43
4.6 Analysis of factors influencing decision to avail of
health check-up services
45
4.7 Analysis of perception of effectiveness of preventive
47
4.8 Analysis of continued usage 49
4.9 Analysis of recommendation of preventive health
check-up service to others
51
4.10 Cross relationship between continued usage of
preventive health check-up service and
recommendation of preventive health check-up service
to others
53

4.11
Analysis of intension to include of self or family
members in preventive health checkup program if in
future cost to be borne fully by self for those users who
55
4.12 Awareness about alternatives available for service
providers
57
4.13 Ranking of factors influencing selection of service
providers
59
4.14 Ranking of factors considered important for a facility
offering preventive health checkup service
61
4.15 Analysis of need felt to avail of preventive health
check-up services
63
4.16 Analysis of value perceived 65
4.17 Analysis of interest to know about preventive health
check-up services among nonusers
67
4.18 Analysis of alternative practice 69
4.19 Distribution of preferred language 71
4.20 Analysis of preferred social networking channels 73
4.21 Analysis of preferred communication medium 75

CHAPTER– 4
DATA INTERPRETATION

CHAPTER– 5
SUMMARY OF FINDINGS &
CONCLUSION

CHAPTER– 6
RECOMMENDATIONS&
SUGGESTIONS

CHAPTER– 7
APPENDICES & ANNEXURES

BHARTIYA VIDYA FOUNDATION’INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH Page1
AN ANALYSIS OF CONSUMER PERCEPTION TOWARDS PREVENTIVE
HEALTHCARE IN DRIVING MARKETING PROGRAMS-FOR ASHA
BIOMETRIC SERVICES PVT. LTD.
The Healthcare Industry
The health care industry, or medical industry, is a sector within the economic system
that provides goods and services to treat patients with curative, preventive,
rehabilitative, and palliative care.
The health care industry is tremendously important to people around the world as
well as to the national economies. It is one of the fastest growing industries in the
world. Consuming over 10 percent of gross domestic product (GDP) of most nations.
Based on the type of healthcare provided, medicine is divided into three types:
 Curative Health care
Curative care or curative medicine is the kind of health care traditionally oriented
towards seeking a cure for an existent disease or medical condition.
 Palliative Health care
Palliative care is an area of healthcare that focuses on relieving and preventing the
suffering of patients. It is appropriate for patients in all disease stages, including
those undergoing treatment for curable illnesses and those living with chronic
diseases, as well as patients who are nearing the end of life.
 Preventive Healthcare
Preventive medicine or preventive care consists of measures taken to prevent
diseases, (or injuries) rather than curing them or treating their symptoms.

Preventive Healthcare- A Detailed Study
Preventive medicine or preventive care consists of measures taken to prevent
diseases, rather than curing them or treating their symptoms. This contrasts in
method with curative and palliative medicine.
Preventive Healthcare in India
In India, the health care system is experiencing dramatic changes from what it was a
few decades ago. Preventive, as opposed to curative, health care has become the
preferred option in most developed countries as it allows employees to be more
productive.
However, preventive health care in India is still at an early stage. Sedentary lifestyle
has led to heart diseases and high levels of stress. Preventive health care involves
measures to identify and minimize the risk of diseases, and alter the course of
existing ones for a healthy and productive life. Urbanisation, sedentary lifestyle,
rising stress levels at workplace & home front and negligence towards health have
resulted in high incidences of heart diseases in the country. Therefore there is
increasing awareness about preventive health check-up programs and the need to
take necessary steps to safeguard health and life.
Two-thirds of all sudden cardiac deaths and disabilities occur in people who do not
show any symptoms. Studies indicate that 20-40 per cent cause sudden heart
attacks. A wave of advances in imaging technology is picking up hidden heart
problems in astonishing detail. Research has taken a quantum leap, from identifying
susceptible blockages and individuals to predicting and preventing heart attacks.

‘Prevention is better than cure’ – this age-old adage is being acknowledged by Indian
consumers seriously with the understanding that just like everything requires regular
maintenance, health and body too require regular preventive health check-ups,
which might detect unforeseen diseases, and thus help prevent their occurrence and
finally ‘Save lives’.
In India, unfortunately, people do not easily embrace the concept of preventive
healthcare. Today, sadly, India is the capital for heart attacks, diabetes, cancer and
other stress-related chronic diseases.
It is this paradigm shift towards preventive healthcare rather than curative healthcare
that is gaining momentum.
Fortunately, the healthcare facilities have now improved in the country. People have
access to better technology, medication and services. A recent Confederation of
Indian Industries (CII) report indicates that almost 8 per cent of households are
pushed below poverty line each year due to rising health expenditure.
Preventive health care holds enormous promise for the competitiveness of Indian
companies, and for the country’s economy in the global arena In a highly competitive
corporate environment, companies cannot afford the absence of their employees
due to sickness, caused by a sedentary lifestyle, etc., or a poor performance at the
workplace due to poor health. Both as part of their corporate social responsibility and
to boost their profits, a number of firms are offering preventive health care facilities to
their employees.

Preventive Healthcare Market in India
The preventive healthcare market in India is around Rs. 1080 crores as estimated by
The Financial express in April 2011. Recent trend of corporate tie-ups are driving the
market. An estimated 70% of the market can be attributed to corporate tie-ups.
A large organization like Fortis Healthcare noted a growth of about 20% year-on-year
in preventive health check-up with more than 75,000 of these check-ups in one year,
and addition of 20-25 companies from different sectors and of varying scales every
month through tie-ups. As per Fortis the number of tie-ups in 2011 was with 1,400
companies.
At the same time, Max Healthcare also had a large number of corporate tie-ups with
300 MNCs and 200 public sector undertakings.
Similar trend was observed for other major players Mumbai’s Lilavati Hospital and
Diagnostics labs like SRL Religare Laboratories Ltd (SRL)
A drastic change in the health profile in the country and a major shift towards lifestyle
diseases from conventional infectious diseases, both the number of preventive
health checks, as well as their nature, have changed with a drastic increase in the
number of corporate preventive check-ups.
Because of the shift in disease profile in India, the recent trend is to offer customised
disease-specific packages, as compared to basic and generic test packages till a few
years back.

Another important factor driving the growth of this preventive healthcare market is
the increasing awareness and adoption of health insurance among Indians. A
prerequisite of health insurance covers offered by many insurance companies
include a battery of tests for customers belonging to certain age-groups or risk
profile.
Campaign for a product or brand. However, some people study consumer perception
in order to understand psychology in a much more general sense.
Major players in the Indian preventive healthcare market
There are different types of organizations offering preventive health check-up
services which can be broadly categorized as;
Hospital Chains with presence over a large part of India – Fortis Healthcare, Max
healthcare, Wockhardt etc.
Stand-alone hospitals in major cities –Manipal Hospital in Bangalore, Lilavati
Hospital Mumbai, Peerless Hospital, Kolkata etc.
Diagnostic chains with presence over a large part of India- Super Religare
Laboratories Ltd (SRL)
Stand-alone Diagnostic chains in major cities – Asha Biometrics, Bangalore, Telerad
RxDx Bangalore etc.
Small local clinics and diagnostic labs present in all towns and semi-urban areas.

Packages and services offered by service providers:
Infant Health care packages (Age 0-2yrs)
Growth parameter assessment.
Head circumference (3 and below) & plotting these values.
Nutrition/ diet assessment.
Developmental assessment.
Behaviour assessment and counselling if needed.
Anticipatory guidance.
Immunization review.
PAEDIATRIC ANNUAL CHECK UP (Age 2 yrs. onwards)
Growth Parameter assessment - height & weight.
head circumference( 3 and below) & plotting these values
Nutrition/ Diet assessment
Developmental Assessment
Behaviour Assessments and Counselling
Anticipatory Guidance
Immunization review

PAC vision and Hearing Screen for kids above 4yrs
Dental screening for kids above 4yrs
CT-ANGIO PACKAGE INSTRUCTIONS
A 64 slice CT is a completely safe non-invasive and
Painless imaging technique used for early detection of
Coronary artery disease and other vascular diseases
Serum Creatinine
64-Slice CT Coronary Angiogram
Consultations
Specialized Cardiologist
Additional ECHO
GENERAL HEALTH CHECK
Urine Routine and Microscopy
Electrocardiogram (ECG)
Ultrasound for Abdomen and Pelvis

Eye Exam
Blood Work: General – CBC & ESR
Diabetes – RBS/FBS
Lipids (Cholesterol) – Total Cholesterol
Hepatitis Screening – Hbsag
Thyroid Function Test (T3, T4 & TSH)
Consultations
General Physician
Dental Screening
Cardiac Profile – Echo, TMT, Lipid Profile, CRP,
Lipoprotein(a), Apoliporotein A1&B
Diabetes Profile – HbA1c, Urine Micro Albumin (Random)
Retinal Exam, Diabetic Diet Consult
Gynaecology. Profile – Pap smear, OBG Consultation
Vitamin D & B12
Treadmill test
Audiometry
X-ray imaging

BHARTIYA VIDYA FOUNDATION’INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH Page 9
BIOMETRIC SERVICES PVT.LTD.
Given the academic and nature of the research without any commercial application,
the process was designed with an objective to provide general guidelines only.
 Both secondary research and quantitative research will be used to gain insight on
the industry as well as consumer perception towards it.
 A structured questionnaire will be used to interview a respondents belonging to
different demographic groups, segmented on the basis of gender, age and
profession.
 The sample will be selected from a cross-section of residents of Bangalore –
selected on the basis of accessibility and proximity without any randomization
technique.
 The insight about perception of different segments of consumers towards
preventive health check-up services will be used to profile consumers and devise
a marketing strategy to address users and non-users.
 Based on responses received, analysis will be carried out to measure consumer
behaviour and perception towards usage of preventive health check-up across the
following dimensions
BASIS
Based on the survey results, the following analyses will be carried out to discover
consumer perception and preferences, usage pattern, future outlook etc. across
demographic segments
User vs. Non-user Analysis
Analysis of share of users and non-users across age-group and profession

USAGE ANALYSIS
Analysis of frequency of usage of preventive health check-up services among users.
Respondents availing of preventive health check-up once in one or two years will be
considered to be regular whereas less frequent users will be considered as
occasional users
Commitment Analysis
The purpose of commitment analysis is to discover to the extent a user is likely to
make attending preventive health check-up service as a routine practice by
measuring factors influencing decision to attend preventive health check-up ,
inclusion of family members in the program, cost-borne by self or sponsored usage,
intention for continued usage etc.
Analysis of factors influencing choice of service providers
A set of questions will be directed at discovering respondents’ awareness about
service providers, factors influencing selection of service providers and attributes
considered important for selecting a service provider will be measured

Analysis of perception of non-users towards preventive health check-up
services
These analyses are directed at non-users to understand their reason for non-usage,
perception and outlook towards preventive health check-up services and alternative
activity like visiting a medical practitioner
Analysis of usage of media and social networking channels of non-users
A set of questions will be directed to discover the usage of media and social
networking channels among non-users will be measured to discover habits and
trends that can be used for future marketing programs

Methodology
Primary research
The research design consists of an exploratory research to be carried out through a
survey carried out across a section of residents of Bangalore.
A structured questionnaire will be used because it would be inexpensive, convenient
and an efficient way of gathering response from the target audience pertaining to
their demographic profile and perception towards preventive health check-up.
A sample size of 70 individuals, across various age groups starting from young
adults of 18 to 25 to senior citizens above 65, of both genders and will consist of
working individuals as well as those without a formal profession.
Interviewing respondents of both genders and various age groups and employment
categories included retirees and housewives will help us to understand the usage
pattern and perception of each of these segments about preventive health check-up.
Based on an initial response if a respondent avails of health check-up service or not,
separate set of questionnaires will be used to either of these two sets of
respondents.
Those who have availed of the service will be administered a questionnaire to
understand their usage patter, perception about preventive healthcare services, level
of participation, key drivers influencing their decision to avail of this service and
factors that determine their selection of a service provider

Those who have not availed of this service will be evaluated based on their response
to queries related to their level of awareness and interest about such services as well
as about alternative practice like visit to a doctor.
Questionnaire for this category of respondents will also be designed to gain insight
on their communication media habits. This information will help to relate usage of
communication media habits to awareness about preventive health check-up
services. Also, the information will be useful to devise a communication strategy to
drive marketing programs as a part of this project
Secondary research:
Secondary research will be carried out to understand the nature of the industry and
to gather details about service providers and type of service provided. The insight
from secondary research was useful to build the framework and the structure of the
questionnaire.
Procedure: Secondary research will be carried out by searching websites related to
health and those of organizations offering preventive health check-up or other kind of
medical services.
A search will be carried out to identify few service providers in Bangalore.
Website of each of these service providers will be studied to understand their
offering of preventive health check-up services and any related information

Survey Administration.
The questionnaire will be handed over to the respondents with an explanation of the
questions and method of response. In case of non-availability of a respondent, the
questionnaire will be handed over to an available person and a contact number will
be left in case the respondent had a query or needed an explanation.
Though the instructions are clear, it is expected that some respondents may make
errors. In such cases, a follow up discussion will be conducted either in person or
phone to understand the intent of the respondent and the errors will be rectified.
Tabulation
The number of respondents will be tabulated in an excel file and a pivot table will be
used to categorize them in segments based on gender, age group, profession and
user status.
Using a pivot table will help to slice and dice data and to get a quick insight into
segment and cross-segment characteristics e.g. segment size, largest and smallest
segments for a particular set of characteristics etc.
Evaluation
During the course of analysis of data, responses will be measured against one or
many of these segments. This should help to gain insight on consumer perception
across genders, age groups, professions, users and non- users or a combination of
these dimensions.

Usage of the segments will depend on the type of analysis. For some analyses,
particular segments will be considered as reference e.g. all males within 26-40 years
and in private service or similar whereas for some analyses a less granular level e.g.
All Males or the entire sample will be considered as reference
Type of Analyses
Analysis of share of users and non-users across age-group and profession
Distribution of users and non-users across respondents
Percentage of users and non-users will be calculated among all genders to discover
trend of usage.
Distribution of users in each age-group
Percentage of users among respondents of each age-group will be calculated to
discover trend of usage.
Distribution of users in each profession
Percentage of users among respondents of each profession will be calculated to
discover trend of usage
Usage Analysis.
Analysis of frequency of usage of preventive health check-up services among users.
Respondents availing of preventive health check-up once in one or two years will be

considered to be regular whereas less frequent users will be considered as
occasional users.
Distribution of regular and occasion users across professions
Share of regular and occasional users across professions to discover trends
Distribution of regular and occasion users across age-groups
Share of regular and occasional users across age- groups to discover trends
Commitment Analysis
The purpose of commitment analysis is to discover to the extent a user is likely to
Analysis of factors influencing decision to avail of health check-up
services.
This analysis will be carried out to understand if the decision to undergo a health
check-up service is driven by personal or circumstantial reasons.
The key influencing factors will be measured based on frequency of occurrences
of influencing factors derived from response against a multiple-choice type
question

Analysis of perception of effectiveness of preventive health check-up
service
This analysis will help to understand the perception about effectiveness of
preventive health check-up services among respondents
Analysis of continued usage
In this analysis outlook of users for continued usage of preventive health check-
up will be measured to discover level of commitment
Analysis of recommendation of preventive health check-up service to others
In this analysis effort will be made to discover percentage of users recommending
preventive health check-up services to others to discover level of commitment
Analysis of cross relationship betweencontinued usage of preventive health
check-up service and recommendation of preventive health check-up service
to others
In this analysis levels of perception about effectiveness will be measured against
intention of continued usage and recommendation to others to discover any trend.

Analysis of intension to include of self or family members in preventive health
check-up program if in future cost to be borne fully by self for those users who
In this analysis intention of users to include other family members will be measured
A set of questions will be directed at discovering respondent’s awareness about
service providers, factors influencing selection of service providers and attributes
considered important for selecting a service provider will be measured
Awareness about alternatives available for service providers
Analysis of awareness about alternatives available
Ranking of factors influencing selection of service providers
Various factorsthat can influenceselection of a service provider will be ranked based
on a scale of importance to identify most important factors driving selection of a
service provider
Ranking of factors considered important for a facility offering preventive
Various factorsthat are considered to be important will be ranked based on a scale of
importance to identify most important factors as perceived by a respondent

Analysis of perception of non-users towards preventive health check-up
services
These analyses are directed at non-users to understand their reason for non-usage,
perception and outlook towards preventive health check-up services and alternative
activity like visiting a medical practitioner
Analysis of need felt to avail of preventive health check-up services.
Percentage of non-users feeling need of using preventive health check-up services
will be measured to discover any dominant trend
Analysis of value perceived.
This analysis will be carried out to understand the value of preventive health check-
up service as perceived by a non-user
The responses will be measured based on frequency of occurrences of each
response derived from against a multiple-choice type question
Analysis of alternative practice
Analysis of an alternative practice like visiting a physician will be measured to
understand if this could be considered to be substitution of preventive health check-
up services

Analysis of interest to know about preventive health check-up services among
non-users
This analysis will be carried out to discover the level of interest among non-users to
know about preventive health check-up services to measure potential of educating
non-users to drive usage of preventive health check-up services
A set of questions will be directed to discover the usage of media and social
networking channels among non-users will be measured to discover habits and
trends that can be used for future marketing programs
Distribution of preferred language for reading
Measurement of preferred languages for reading based on response from a multiple-
choice type question
Analysis of preferred social networking channels
Discovery of preferred social networking sites of users of social networking channels
among non-users
Analysis of usage of communication channels
Measurement of communication channels used by non-users based on response
from a multiple-choice type question

Limitations
 Given the academic and nature of the research without any commercial
application, the process was designed with an objective to provide general
guidelines only
 The study was conducted within a limited geographical area; a larger sample
size would have made the study more inclusive.
 The study was also conducted within a limited time frame and with limited
resources. More time and resources would have made the data more
comprehensive.
 The respondents were selected based on availability and proximity without
usage of any randomization technique
 No analysis was done to select the ideal sample size due to inadequate
knowledge in such methods
 No analysis was done to establish probability of the results obtained based on
the sample is representative of the population

Asha Biometric Services PVT. LTD. started as a non-profit organisation in 2001,
specializing in rehabilitation of children suffering from neurological problems. Over a
period of time, Asha Biometrics Services realised the need for preventive health and
diagnostics and have powered what is today, India's largest on-site health-care
delivery organization.
India being the world capital for diabetes and cardiovascular diseases, there is an
immediate need to change the healthcare pattern. With longer working hours, weak
support systems, sedentary lifestyle and poor food intake; there is enough proof of a
direct linkage between lifestyle and disease. Asha Biometrics believe that good
health is as much an investment like many other prized possessions that people
have, and it’s possible to retain the gift of good health and prevent lifestyle diseases.
This Asha Biometrics believes will happen when Asha has touched children,
youngsters, adults and old people alike to be aware of health and to prevent
diseases.
Asha Biometrics is one of India's largest preventive private healthcare organizations
and conducts close to 40000 checks every year. Asha Biometrics specialises in
preventive healthcare, keeping one healthy and fit by a combination of counselling,
testing and interventions.

Key People at Asha Biometrics.
Dr. Sreedhar comes from a rich technology experience, having worked with Philips
Medical, Larsen & Toubro Limited, and having implemented some of India's premier
projects in IT and Telecom - Railnet Project of Central Railway, IPTV for
Indraprastha Gas in Delhi and Fraud Management System for VSNL Mumbai for
Reliance at Jamnagar. With a PhD in Social Marketing, he has worked on some the
important healthcare programs in India including the E-governance tool for Public
Health System and the Corporate preventive healthcare programs for IBM, Microsoft,
Google etc.,
With wide experience in project management and healthcare, he will provide the
leadership role in implementing the vision of Asha Health.
Mr. N. Srinivas will lead the commercial and administration functions within Asha.
With his varied exposure in industries as varied as IT Education and Hospitality, he
brings home his expertise in business development and strategic relationships.
Largely in a very similar and crucial role are the boutique brand coaching firm that
leads Asha's brand strategy. Working very closely with Brand Asha are Prasad
Narasimhan (ex: ITC, Unilever, TVS Motor, Virgin mobile), S. Srinivas (ex: Asian
Paints, Unilever, TVS Motor) and Rajesh Ramaswamy (ex: Satchi&Satchi, McCann).

ORGANIZATIONAL STRUCTURE
ORGANIZATIONAL CHART
DIRECTOR CHIEF EXECUTIVE
Officer
CONSULTANT
DOCTORS
Doctors
HEAD SALES AND MARKETING
AND PRODUCTS
MANAGERS
EXECUTIVES
ACCOUNTANT
LABORATORY
ADMINISTRATION
FIELD OPERATIONS
STAFF NURSE
NURSING ASSISTANTS

VISION, MISSION & AIM
With longer working hours, weak support systems, sedentary lifestyle and poor food
intake; there is enough proof of a direct linkage between lifestyle and disease.
There is a High rate of fatality for seemingly healthy people in their 40s. Even the
young are not spared. Serious eye disorders even in the young have become an
order of the day. There is more incidence of autism among new-born (1 in 156
babies).
Most often, people take note of their body only when the alarm rings. Or, in most
cases the alarm sounds are often ignored because of day to day pressures at work.
Sometimes the fear of going to a hospital to do a periodic check comes in the way.
A bad state of health impacts happiness, family life and further goes into every
aspect of a person's life including career and mobility.
To an employer, it impacts productivity of the employees and gives rise to higher
health bills.
The truth is, over 70% of these diseases are preventable if detected at the right time.

Mission and vision
“Asha is an independent health counsellor working towards increasing
personal health awareness by providing personalised, preventive and by
counselling that empowers young and healthy individuals to adopt a healthy
lifestyle and healthy behavioural practices before it’s too late.”
OBJECTIVES
 To provide affordable and accessible healthcare to the masses.
 To educate the general public about preventive healthcare and its benefits
 To strive to provide the best in its class and category customer service
VALUE STATEMENT of ASHA BIOMETRIC SERVICES PVT.LTD.
 Offer international standard of quality at reasonable cost.
 Care with human touch.
 Maintain a high standard of awareness towards social issues, environment
and ecology and contribute towards quality of life of the present as well as the
future generations.
 Maintain mutually beneficial relationships with other agencies involved in
healthcare and related areas, both governmental and non-governmental.
 Support healthcare research.

FACILITIES/SERVICES OFFERED AT ASHA HEALTH…
 Highly qualified doctors and friendly nurses.
 Latest technology.
 State of art laboratory with NABL Accreditation
 Good infrastructure facilities.
 Dieticians and consultation.
 lifts facility
 Good sanitation conditions.
 Dust bins at short distances.
 Signage.

TYPES OF WELLNESS PROGRAMS
CORPORATE WELLNESS PROGRAMS
It's a well-known fact that lifestyle has a direct impact on the state of health of
anyone. To a company that believes in leading the way in its line of business, it’s
imperative that individuals who drive it are in 'ship shape'. What with employees
spending more than half of their waking hours in a day, working for the company, the
state of heath of employees is a direct indicator of the state of health of the company
itself.
Asha Health believes that preventive health check-ups along with actionable lifestyle
changes and counselling are the keys to keep employees healthy

SCHOOL HEALTHCARE
It's a jungle out there. And the rules of the game are the same whether you are
young or old. In a super-competitive world, it's quite simply a case of 'survival of the
fittest'. And, in the constant race to be the best, children can't afford to merely run,
but should be able to compete on level terms. For restless, inquisitive young minds
to achieve their full potential, they can't afford to be trapped in bodies which could
hold them back, even if the tell-tale signs aren't visible to the casual observer.
Asha Biometrics believes the school is the child's second home, and considering the
amount of time that a child spends at school, it is a good idea to start 'the health
report card' early.
Asha Wellness, partners with schools to take children through a comprehensive
series of tests to see if she/ he have Good Vision, Good Dental Health, Good
Cardiovascular Parameters, Good Lung Capacity, Good Oxygen Flow and
Utilization, Good Hygiene Habits, and Good Nutrition.
This Health Report should give a clear idea to parents on the status of their child's
health and the nature of intervention required, if any.

WELLNESS CLINICS
A state of wellbeing is a continuous process, and unlike it generally appears, there
is no short cut to achieving and maintaining health.
But once one is on the path, it's a sure route to keep the mind and body at the state
that's meant to be.
ASHA wellness clinics offer its customers the next steps to continue their state of
good health. With an integrated program in Yoga, ergonomics and preventive health
sessions, ASHA Biometrics believes good health can become the order of the day.

Asha’s SERVICES
Specialty Facilities
General Medicine X-ray
Endocrinology Ultrasound scanning
Obstetrics and Gynaecology Pathology
Dental Dentistry
Cardiology Echo
Neurology TMT
Orthopaedics CT
Paediatrics MRI
Dermatology Mammography
ENT Audiometry
Physiotherapy Pain Management
Occupational Therapy ADL
Speech Therapy

Patient Services
 X-ray Department, laboratories and other facilitative services.
 The doctors, Para-medical officers and nurses should be well trained so that
customers never feel dissatisfied. Writing prescriptions, dressing and treatment
and further admission of patients to in-patient ward need time-honored
arrangements.
 We have an extensive appointment and scheduling system that reduces the
waiting time and offer a comfortable and timely visit to the consultants.
 Our panel, consisting of doctors from various specialties, offers consultations on
diabetes related problems.
 The presence of support services in close proximity reduces time consumption
and offers better and quicker services.

Quality Assurance
 Lab is Accredited with NABL
 It ensures good quality patient care by reducing hospitals acquired infection.
 It informs the hospital authorities about communicable/ infectious diseases
 Holds regular audits and imparts CME to staff members
 The department is also responsible for internal and external quality control
procedures
DIAGNOSTIC SERVICES
 Laboratory Services
 Per procedural counseling by well-known radiologist
 Laboratory medicine
 Fully automated laboratory offers services in the fields of clinical pathology.
Nursing
Our nursing services are benchmarked and the best in the industry. The care and
the attention provided by our nurses is so comforting that patients feel that they are
recuperating at home.

BHARTIYA VIDYA FOUNDATION’S INSTITUTE OF BUSINESS MANAGEMENT AND RESEARCH Page 34
Table 4.1 Distribution of users and non-users across respondents
User
status
Male Female Total
Absolute Percentage Absolute Percentage Absolute Percentage
Non-
user
20 51% 10 32% 30
43%
User 19 49% 21 68% 40 57%
Total 39 100% 31 100% 70 100%
Analysis
This analysis is aimed at exploring any trend among male and female respondents on
using preventive health check-up to safeguard health of self and family. The insight
from this analysis is intended to be used as input to factor in requirements of any
gender-specific approach, if needed, while drawing out a marketing strategy

Chart 4.1 Distribution of users and non-users across respondents
Inference
The analyis reflects incidence of use of preventive health check-up service among male
and female user.
The chart shows a higher level of users among women than among men.
• Significant number of male respondents (51%)were non-users of preventive
heaqlth check-up services
• 68 % of the women repondents were users of preventive health check up
services
32%
68%
51% 49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Non-user User Non-user User
Female Male

Table 4.2 Distribution of users in each age-group
Age
group
Users Non-users
Total
Absolute Percentage Absolute Percentage
18-25 9 38% 15 62% 24
26-40 14 78% 4 22% 18
41-50 14 74% 5 26% 19
51-65 2 33% 4 67% 6
Above
65
1 33% 2 67% 3
Total 40 57% 30 43% 70
Analysis
Share of users across age-groups.
The no of users in each age-group was measured to get insight on share of users within
and across age-groups.

Chart 4.2 Distribution of users in each age-group
Inference
 Incidence of users is highest for those aged between 26 & 50
 Incidence of users is low at 33 % for those above 50

Table 4.3 Distribution of users in each profession
Profession
Users Non-users
Total
Absolute Percentage Absolute Percentage
Govt. Service 100% 1 0% 1
Housewife 6 86% 1 14% 7
Private
Service
11 85% 2 15% 13
Professional 11 73% 4 27% 15
Retired 1 25% 3 75% 4
Self-
Employed
2 25% 6 75% 8
Other 9 41% 13 59% 22
Grand Total 40 57% 30 43% 70
Analysis
The no. of users in each profession was measured to get insight on share of users
within and across professions for each gender.

Chart 4.3 Distribution of users in each profession
• Retired persons and self-employed persons had relatively less no of users
Inference
The no. of users in each profession was measured to get insight on share of users
within and across professions for each gender.
The segment Govt service will not be considered in analysis due to a very small sample
size
• Incidence of users in professions private service and professionals was high
• For female users, others and housewives also had a high percentage of users

Usage Analysis
Table 4.4 Distribution of regular and occasion users across age-groups
Age group
Regular Occasional
TotalAbsolute Percentage Absolute Percentage
18-25 4 44% 5 56% 100%
26-40 12 86% 2 14% 100%
41-50 13 93% 1 7% 100%
51-65 1 50% 1 50% 100%
Above 65 1 100% 0% 100%
Grand Total 31 77.5% 9 22.5% 100%
Analysis
Analysis of frequency of usage of preventive health check-up services among users
across age-groups.
In this analysis respondents availing of preventive health check-up once in one or two
years were considered to be regular whereas less frequent users will be considered as
occasional users.

Chart 4.4 Distribution of regular and occasion users across age-groups
Inference
 Among all age-groups, persons aged between 26-50 years are regular
(check-up done once in1-2 years)
 High level of regularity observed among users between 41 & 50
 Regular users in age-group 18-25 (44 %) are marginally less than
occasional users in the group (56 %)

Usage Analysis
Table 4.5 Distribution of regular and occasion users across professions
Profession
Regular Occasional
TotalAbsolute Percentage Absolute Percentage
Housewife
3 60% 2 40% 5
Private Service 11 92% 1 8% 12
Professional 10 91% 1 9% 11
Retired
1 100% 0% 1
Self-Employed
2 100% 0% 2
Other
4 44% 5 56% 2
Grand Total 31 77.5% 9 22.5% 40
Analysis
Analysis of frequency of usage of preventive health check-up services among users
across professions.
In this analysis respondents availing of preventive health check-up once in one or two
years were considered to be regular whereas less frequent users will be considered as
occasional users.
Professions Self-Employed and Retired were not considered in the analysis due to
insignificant representation in the sample

Chart 4.5 Distribution of regular and occasion users across professions
Inference
 Among all professions, professional and persons in private service are regular
(check-up done once in1-2 years)
 Those in profession Retired 7 Self-Employed are regular users but their number
in the sample is insignificant
60%
92% 91%
100% 100%
44%
40% 8% 9% 0% 0%
56%
0%
20%
40%
60%
80%
100%
120%
Housewife Private Service Professional Retired Self-Employed Other
Occasional
Regular

Commitment Analysis
Table 4.6 Analysis of factors influencing decision to avail of health check-up
services
Analysis
This analysis was carried out to understand if the decision to undergo a health check-up
service is driven by personal or circumstantial reasons.
The key influencing factors will be measured based on frequency of occurrences of
influencing factors derived from response against a multiple-choice type question
The purpose of commitment analysis is to discover to the extent a user is likely to make
attending preventive health check-up service as a routine practice by measuring factors
influencing decision to attend preventive health check-up , inclusion of family members
in the program, cost-borne by self or sponsored usage, intention for continued usage
etc.
Category
Family Advice Personal Decision
Medical
Advice
Corporate
Programs
No. of
respondents 12 15 8 9

Chart 4.6 Analysis of factors influencing decision to avail of health check-up
services
Inference
Analysis of factors influencing decision to avail of health check-up services was carried
out to measuring factors influencing decision to attend preventive health check-up
 The key drivers to undergo a health check-up program are Personal Decisions
and Family Advice
 Relatively low instances of Medical Advice being a key influencer
Family Advice, 12
Personal Decision,
15
Medical Advice, 8
Corporate
Programs, 9
0
2
4
6
8
10
12
14
16
Family Advice Personal Decision Medical Advice Corporate Programs

Table 4.7 Analysis of perception of effectiveness of preventive health check-up
service
Perception of effectiveness Respondents Percentage
Effective 26 65%
Neutral 6 15%
Very effective 8 20%
Total 40 100%
Analysis
This analysis will help to understand the perception about effectiveness of preventive
health check-up services among respondents

Chart 4.7 Analysis of perception of effectiveness of preventive health check-up
service
Observations
 Most of the users find preventive health check-up as an effective measure
towards preventive health care
Effective, 26
Neutral, 6
Very
effective, 8
0
5
10
15
20
25
30
Effective Neutral Very effective
Total

Table 4.8 Analysis of continued usage
Intention of
continued usage
No of
respondents
Percentage
Yes 37 92.5%
No 0 0%
May be 3 7.5%
Total 40 100%
Analysis
Analysis of outlook of users for continued usage of preventive health check-up is
measured to discover level of commitment
 Almost all users are likely to continue to undergo preventive health check-up
programs
 There was no instance of anyone intending to discontinue use of preventive
health check-up

Chart 4.8 Analysis of continued usage
Inference
Analysis of outlook of users for continued usage of preventive health check-up i
measured to discover level of commitment
 Almost all users are likely to continue to undergo preventive health check-up
programs
 There was no instance of anyone intending to discontinue use of preventive
health check-up
Yes
May be
Yes
37, 92.5%
MAYBE
3, 7.5%

Table 4.9 Analysis of recommendation of preventive health check-up service to
others
Recommendation to
others
No of
respondents
Percentage
Don’t recall 2 5%
Never 5 12%
Occasionally 19 48%
Often 14 35%
Total 40 100%
Analysis
Analysis to discover percentage of users recommending preventive health check-up
services to others to discover level of commitment

Chart 4.9 Analysis of recommendation of preventive health check-up service to
others
Inference
More than 50% of the users have recommended preventive health check-up
services to others reflecting a high-level of personal acceptance
Don’t recall, 2, 5%
Never, 5,
12%
Occasionally, 19,
48%
Often, 14, 35%
Recommendation to others
Don’t recall
Never
Occasionally
Often

Table 4.10 Cross relationship between continued usage of preventive health
check-up service and recommendation of preventive health check-up service to
others
Intention of continued
usage
Don’t
recall Never Occasionally Often
Grand
Total
May be 3 3
Yes 2 2 19 14 37
Grand Total 2 5 19 14 40
Analysis
In this analysis levels of perception about effectiveness will be measured against
intention of continued usage and recommendation to others to discover any trend.

Chart 4.10 Cross relationship between continued usage of preventive health
check-up service and recommendation of preventive health check-up service to
others
Inference
This analysis is done to cross-analyse outlook for continued usage vis-a-vis
recommending others to follow suit and opt for preventive health check-up.
 More than 80 % (33 of 40) of those who are sure to continue to undergo
preventive health check-up has recommended the program to others

Table 4.11 Analysis of intension to include of self or family members in
preventive health check-up program if in future cost to be borne fully by self for
those users who are being fully or partially reimbursed at present
Cost borne now
Not
sure Self
Self &
family
Will
discontinue
Grand
Total
Fully by others 1 1
Paid partially by
externals 13 13
Paid partially by family 1 1 2 1 5
Total 1 1 16 1 19
Analysis
This analysis done to cross-analyse outlook for users whose costs were borne partially
or fully by others vis-à-vis their outlook on including others if they had to bear the costs
entirely by themselves

Chart 4.11 Analysis of intension to include of self or family members in
preventive health check-up program if in future cost to be borne fully by self for
those users who are being fully or partially reimbursed at present
Inference
 Almost all will include family in health check-up program even if they had
to bear the cost, reflecting a high level of personal conviction on the
benefit of preventive health check-up
0
2
4
6
8
10
12
14
Fully by others Paid partially by
externals
Paid partially by family
Will discontinue
Self & family
Self
Not sure

Table 4.12 Awareness about alternatives available for service providers
Aware about
alternatives
No of respondents Percentage
No 8 20%
Yes 32 80%
Total 40 100%
Analysis
Of awareness about alternatives available
 75% of the users (32 out of 40) are aware of alternative service provider
 25% of the users are no aware of alternatives

Chart 4.12 Awareness about alternatives available for service providers
Inference
Of awareness about alternatives available
 75% of the users (32 out of 40) are aware of alternative service provider
 25% of the users are no aware of alternatives
No
Yes
No,
8, 20%
Yes
32, 80%

Table 4.13 Ranking of factors influencing selection of service providers
Category Preselected Proximity Cost Reputation In-house
service
Ranking of
influencers 118 116 121 142 83
Analysis
Various factors that can influence selection of a service provider were ranked based on
a scale of importance to identify most important factors driving selection of a service
provider
 Reputation of the service provider ranks highest as key influencer for selecting a
service provider
 A large number of occurrences was observed for preselected service providers
 Cost is an important consideration

Chart 4.13 Ranking of factors influencing selection of service providers
Inference
Various factors that can influence selection of a service provider were ranked based on
a scale of importance to identify most important factors driving selection of a service
provider
 Reputation of the service provider ranks highest as key influencer for selecting a
service provider
 A large number of occurrences was observed for preselected service providers
 Cost is an important consideration
0
20
40
60
80
100
120
140
160
118 116 121 142 83
Ranking of influencers
Score of respondents

Table 4.14 Ranking of factors considered important for a facility offering
preventive health check-up service
Categories Interiors Comfort Assistance Waiting Period Hygiene
Ranking of
preferences 72 114 116 133 171
Analysis
Various factors that are considered to be important were ranked based on a scale of
 Hygiene of the facility ranks highest as a selection criterion
 A large number of occurrences was observed for least waiting period as a
selection criterion
 Availability of personalized assistance is an important consideration

Chart 4.14 Ranking of factors considered important for a facility offering
preventive health check-up service
Inference
Various factors that are considered to be important were ranked based on a scale of
 Hygiene of the facility ranks highest as a selection criterion
 A large number of occurrences was observed for least waiting period as a
selection criterion
 Availability of personalized assistance is an important consideration
0
20
40
60
80
100
120
140
160
180
72
114 116
133
171
Ranking of preferences
Score of respondents

Analysis of perception of non-users towards preventive health check-up services
Table 4.15 Analysis of need felt to avail of preventive health check-up services
Need felt No of respondents Percentage
No 12 40%
Sometimes 11 37%
Yes 7 23%
Total 30 100%
Analysis
These analyses is directed at non-users to discover if their reason for non-usage,
perception and outlook towards preventive health check-up as a measure to safeguard
health of self and family
Share of non-users feeling need of using preventive health check-up services will be
measured to discover any dominant trend

No
40%
Sometimes
37%
Yes
23%
Total
No
Sometimes
Yes
Chart 4.15 Analysis of need felt to avail of preventive health check-up services
Inference
An analysis to discover perception of non-users about the need to go thru a
preventive health check-up program was carried out
 A large number of non-users actually feel the need to go thru a preventive
health check-up program definitely or at least sometimes.
 For both male and female genders share of non-users who feel the need is
more than 50%
 Percentage of female non-users feeling the need for prevetive health
check-up definitely (yes) or sometimes is as high as 70%

Table 4.16 Analysis of value perceived
Category Expensive Need
based
No
facility
No
Value
Other Total
No. of
respondents 4 13 4 5 6 30
Analysis
Outlook of non-users on perceived value preventive health check-up services was
measured to discover any dominant trend

Chart 4.16 Analysis of value perceived
Inference
An analysis to discover perception of non-users about the value that preventive
health check-up program holds was carried out to discover reason of not
undertaking a preventive health check-up program
A large number of non-users believe in need-based health check-up instead of
preventive health check-up
16% of the non-users find no value in preventive health check-up program
12% responded that there is no facilty around that offers preventive health check
up program
Expensive
12%
Needbased
41%
No_facility
12%
No_Value
16%
Other
19%
Expensive
Needbased
No_facility
No_Value
Other

Table 4.17 Analysis of interest to know about preventive health check-up services
among non-users
Need for
Info
Maybe 11 36.67%
No 8 26.66%
Yes 11 36.67%
Grand Total 30 100%
Analysis
Share of non-users interested to have more information on preventive health check-up
services was measured to discover any dominant trend

Maybe
36%
No
27%
Yes
37%
Total
Maybe
No
Yes
Chart 4.17 Analysis of interest to know about preventive health check-up services
among non-users
Inference
An analysis was carried out to understand the level of interest among non-users to
know more about preventive health check-up
 Many non-users (37%)want to know more
 Many (36%) responded with May be – reflecting some interest to know
more
 27% of non-users had no interest to know about preventive health check-up

Table 4.18 Analysis of alternative practice
Alternative
practice
Need-based 26 86%
Occasionally 4 13%
Total 30 100%
Analysis
This analysis was carried out to understand to the extent a non-user prefers to use
regular visit to a physician as an alternative to preventive check-up

Needbased
87%
Occasionally
13%
Total
Needbased
Occasionally
Chart 4.18 Analysis of alternative practice
Inference
 Regular visit to a physician is not considered to be an alternative to preventive
check-up as no non-user visits a physician on a regular basis

Table 4.19 Distribution of preferred language
Preferred
Language
No. of
Respondents Percentage
English 24 75%
Kannada 4 13%
Hindi 3 9%
Other 1 3%
Grand Total 32 100%
Analysis
A set of questions was directed to discover the usage of media and social networking
channels among non-users will be measured to discover habits and trends that can be
used for future marketing programs

Chart 4.19 Distribution of preferred language
Inference
This analysis was done to discover preferred language which could be used to devise a
marketing program
 Most users prefer English, followed by Kannada
English, 24, 75%
Hindi, 3, 9%
Kannada, 4,
13%
Other, 1, 3%
English
Hindi
Kannada
Other

Table 4.20 Analysis of preferred social networking channels
Modes of
social
networking Facebook YouTube
Google
plus Twitter LinkedIn
No. of
Respondents 22 16 7 2 3
Analysis
This analysis was directed to discover the usage of media and social networking
channels among non-users were measured to discover habits and trends that can be
used for future marketing programs
Analysing of preferred social networking media usage of non-users as input to
development of a communication program as part of marketing strategy

Chart 4.20 Analysis of preferred social networking channels
Inference
Discovery of preferred social networking & communication media usage of non-users
of preventive health check-up services
 Facebook is the most preferred social networking medium.
 YouTube was the next most popular mode of social networking.
FB, 22
Youtube, 16
Google_plus,
7
Twitter, 2
Linkedin, 3
0
5
10
15
20
25
FB Youtube Google_plus Twitter Linkedin

Table 4.21 Analysis of preferred communication medium
Modes of
telecommunication Mobile Smartphone Landline
No. of respondents 28 4 15
Analysis
Analysing of preferred social networking media usage of non-users as input to
development of a communication program as part of marketing strategy

Chart 4.21 Analysis of preferred communication medium
Inference
Discovery of preferred communication media usage of non-users of preventive
health check-up services
 Mobile phones are the most preferred communication medium.
 Land lines were the next most favoured communication medium.
Mobile, , 28
Smartphone, 4
Landline, 15
0
5
10
15
20
25
30

With the closure of the research and based on the information gathered and
analyzed, the findings are summarized as under:
User Profile
It was observed that users of preventive health check-up programs were slightly
more than non-users at 57:43 ratio, signifying that a large no. of respondents had
never used such programmes and consequently it can be deduced that,the
concept of preventive health check-up has limited adoption.
 It was noticed that women were more proactive when it came to
preventive healthcare programs, given that 68% of the respondents does
undergo preventive health check-up.
 Further analysis based on age-group and profession revealed that more
about 75% of persons aged between 26 & 50 are users of preventive
health check-up programs.
 However, the trend was significantly lower among those above 50 years of
age.
 When analyzed usage on the basis of professions, the finding was that
professional and those in private services were mostly users.
 Only 25% of retired persons and those who are self-employed were users
of preventive healthcare programs.

Usage Pattern
Some of those who avail of preventive health check-up programs, follow this
more regularly than others who are occasional users.
In this analysis, it is presumed that users who undertake preventive health
check-up once in one or two years are regular users, whereas others using this
one in three or more years are occasional users.
The frequency of usage is expected to reveal the profile of users who are more
regular than others.
This insight will also be helpful to devise a marketing strategy that can drive
adoption.
The findings below depict the usage pattern among those who avail of preventive
health check-up programs.
 There were more regulars but a significant (22.5%) percentage of
respondents undergo these programs occasionally i.e. once in three or
more years
 It was noticed that people in the age group of 26-50 were regular users of
such programs with high level of regularity among those in the age-group
41-50.
 It was also noticed that users within the age groups of 18-25,mostly
students or young professionals, were occasional users, throwing light on
the fact that even though they were aware of preventive health check- up
programs, they were not regulars.

 Professional and persons in private service are very regular. Most of the
housewives are regular too
Level of Commitment
The purpose of commitment analysis was to discover to the extent a user is likely to
 It was noticed that “personal decision” was the biggest driving factor that
pushed respondents to undertake preventive health checkups, reflecting a
high level of conviction in in preventive health checkups as a measure to
safeguard health
 Incidentally, low instance of “medical advice” as an influencer hints at a
low level of recommendation of regular preventive health check-up by
doctors.
 Also revealed, during the analysis, was the fact there is high level of
acceptance translated into an intention of continued usage.
 This was also evident through a cross-validation that more than 75% of
respondents who intend to continue this practice, have recommended
such programs to others, showing that these people truly believed that
such preventive health check-up programs are beneficial

 An analysis to discover the outlook of those whose expenses are borne
fully or partially by others, revealed that more than 75% of respondents
will continue do opt for preventive health check-up for self and family even
if the entire cost had to be borne by these individuals
Choice of service-providers
 It was also observed that all the respondents who were users were
generally aware about the choice of service providers that were available
in the market in Bangalore.
 Ranking of key influencers driving selection of service providers revealed
that the reputation and the cost were the highest factors.
 Ranking of key attributes of a preferred facility revealed that hygiene and
minimal waiting time at the facility were the highest scoring factors.
Analysis of outlook of non-users
 It was observed that a 60% of these respondents among non-users that
they felt the need to undergo such a program definitely or at some period
of time. Respondents of both genders who felt the need are more than
50% of the respondents of non-users
 It was found that a large number of non-users believed in need-based
health check-up instead of preventive health check-up. 16% of the non-
users found no value in preventive health check-up program, while 12%
responded thatthey were handicapped as there was no facilty around that
offers preventive health

 When it came to the decision of educating oneself about the entire
preventive health checkup package it was found that many non-users
(37%) wanted to know more and educate themselves on the benefits of
such programmes. Many (36%) responded with May be – reflecting some
interest to know more and gain knowledge and probably use this service
in future.
 27% no of the non-users, a rather high percentage of them, had no
interest to know about preventive health check-up.
Analysis to understand the possible alternatives to reach out to non-users
through maketing campaigns revealed the following facts:
 English is the most popular language for communication followed by
Kannada.
 When it came to social networking, it was found that Facebook followed
by YouTube were the most accessed social networking channels.
 It was also noticed that mobile phones, followed by landlines were the
most preferred means of communications with almost all respondents
having access to mobile telephones.

Devising an effective marketing program
Based on the information gathered and that was interpreted and analyzed, the a
marketing program is recommended to enable Asha Biometrics to effectively
reach out to potential consumer segments with the right positioning message and
a service portfolio customized to the needs of particular segments consisting of
individuals residing in Bangalore.
The marketing program should help Asha Biometrics to reach out to the following
segments with the key benefits of selecting Asha Biometrics as a service
provider:
 To non-users to educate the benefits of preventive health check-up and to
motivate them to adopt preventive health check-up programs
 To occasional users to adopt a regular health check-up regime
 To regular users to enable them to continue the practice
Profiling of the segments
The non-users:
The target segment consists of persons of age-group 18-25 and those who are
above 50 - mainly students, young adults and retirees. Also the marketing
program needs to reach out to self-employed persons as it was found that this
section has a low level of adoption

The occasional users:
Persons of age-group 18-25 and those who are above 50 and those in
professions others (mostly students) had a large percentage of non-users among
them. Asha Biometrics should consider persons of similar profile as the target
segment that needs to be encouraged to avail of preventive health-check up
regularly.
The regular users:
The target segment consists of persons between 26 & 50, in private service or a
professional as well as housewives. This segment is aware of the benefits and
has a high level of commitment to continue the preventive health check-ups
regularly
Communication objectives:
The main communication objectives are:
 Segment-specific communication based on the AIDAS ( awareness-
interest-desire-action-satisfaction) model aimed at:
o To build awareness among non-users
o To convince occasional users to be regular by building up a
favorable attitude towards preventive health check-up programs
o To build conviction among regular users to continue to avail of
preventive healthcare programs regularly.

 Positioning the preventive health check-up services of Asha Biometrics to
each segment based on their needs and preferences. As reputation, cost,
hygiene and minimal waiting are the most important factors in selection of
a service provide or a facility, Asha Biometrics can devise marketing
messages highlight these aspects of their services.
Communication channels:
Asha Biometrics must select effective communication channels to communicate
their message to each segment.
o Most of the non-users feel the need for preventive health check-up
definitely or at least sometimes. Most of them are keen to have more
information too.
The non-user segment consisting of students and young adults can be
reached out to awareness campaigns at colleges/universities and office
premises. Given that a large number of young adults are employed by
companies in information technology sector, briefing sessions tailored to
young employees at their premises will serve the goal of reaching out to
the segment in an effectively and economically.
o A campaign can be aimed at doctors to convince them to advise regular
preventive health check-up to patients visiting them
o The occasional users and regular users in private services can be
reached out to by tying-up with their employers with customized or
promotional offers.
Asha Biometrics has already a significant presence in this segment and

existing relationship with many corporate houses. The same model could
be extended to reach out to a larger audience.
o Those above 50 years of age, retirees and self-employed persons can be
reached out by using more generic communication channels e.g. through
email campaigns, social media platforms or sms-based marketing.
o As Facebook is widely used by non-users, Asha Biometrics can post
sponsored messages in relevant pages of Facebook that could be of
interest to segments with special interests like retirees, self-employed
persons, housewives or professional belonging to different categories.
o Another route to communicate to professional is to use sponsored
advertisements in journals or websites of respective professional
association e.g. association or statutory bodies for doctors, lawyers or
accountants.
Customized services portfolio:
Asha Biometrics should address the need of specific segments with customized
solutions.
As the nature of health concerns depend on age and gender, packaging medical
tests tailored for men and women separately and also for each age-group should
meet the needs of consumers and will be a distinct competitive advantage over
those offering generic one-size-fits-all
For non-users, Asha Biometrics can offer promotional pricing for first-time
customers to entice them to try using the service offered by them.

For retirees and persons above the age of 65, Asha Biometrics can simplify the
process by providing facilities like collection of samples from home and first-level
of consultation over telephone or using chat services.
A similar approach can be used to penetrate among self-employed persons who
may have limited time to visit a facility to get the health check-up done. Collection
of samples from their workplace and first level of consultation over phone/chat
services will minimize the time they have to spend away from work.

Exhibits & Tools
Excel Formatused as basis of segmentation in pivot table

Pivot Tables

Questionnaire
Dear Sir/Madam,
I, Roshanjit Kar Bhowmik, am pursuing my final year BBM at Institute of Business
Management and research (I.B.M.R College, Wilson garden, Bangalore-27). I am doing a
project as a part of my curriculum and as per the requirements of Bangalore university
for the fulfilment of my degree. I am conducting a survey to “Analyse the consumer
perception in preventive healthcare.”
In this regard, I request you to kindly spend a few minutes of your valuable time to
provide your valuable insights via this questionnaire.
The secrecy of you and your data will be maintained and will not be disclosed to anyone.
Yours Sincerely,
Roshanjit Kar Bhowmik.
Personal Details
 Name:-
 Mobile No.:-
 Email id:-
 Pin code:-

 Age
18 to 25
26 to 40
41 to 50
51 to 65
above 65
 Gender
Female
Male
 Profession
Self-Employed
Professional
Govt. Service
Private Service
Housewife
Retired
Other
 Are you aware about preventive healthcare programs?
Aware and avail
Unaware or aware but do not avail
The questionnaire now bifurcates, Part A being for those who selected “Aware
and avail” to the previous question and Part B being for those who selected
“Unaware or aware but do not avail”

Questionnaire-Part A
1. How often do you undergo a preventive healthcare
programme?
Regular (Once in 1-2 years)
Occasional (Once in 3 or more years)
2. Reason for undergoing such programmes(select one or more
options)
Medical advice
Advice from Colleagues or Friends
Advice from Family Members
Personal Decision
Group/Society activities
Corporate programmes
Other
3. Other family members participating in the health check-up
programs undertaken by you
Self
Self, Spouse and Children
Self, Spouse, Children, Parents
4. Expenses towards such health check-up are borne by
1. Fully by self
2. Paid partially by spouse/children/parents
3. Paid partially by company/society/Group
4. Paid fully by others
.

5. In case if the expenses are borne fully by others, would you still
undertake such programs if the entire cost needs to be borne
by you
Only for self
For self and family
Will discontinue
Not sure
6. Have you ever encouraged a friend/neighbour or family
member to undertake preventive health check up
Often do
Occasionally
Never
Don’t recall
7. What do you think of a preventive healthcare program
Very Effective
Effective
Neutral
Ineffective
Very Ineffective
8. Do you plan to continue with these check-ups?
Yes
No
Maybe

9. Are you aware about the choice of service providers available?
Yes
No
10. Rate in terms of importance that drives your choice for a particular
service provider
(5 being the most important factor and 1 being the least. You can use one
rating for only one criterion. In case a particular criterion is not applicable,
please do not put any rating)
Preselected by company/group/society
Proximity
Cost
Reputation
In-house service (home/office/apartment /neighbourhood)
11. What do you consider are the most important featuresa medical
facility
offering preventive healthcare service
(5 being the most important factor and 1 being the least. You can use one
rating for only one criterion. In case a particular criterion is not applicable,
please do not put any rating)
Plush interiors
Physical comfort
Personalized assistance
Minimum waiting period
Standard of hygiene

Questionnaire-Part B
The respondent who were unaware about preventive health check-ups
were given a short brief given a brief about the service.
1. Did you ever feel the need of a preventive health check-up?
Yes
No
Sometime
2. Would you like to know more about preventive health check-ups?
Yes
No
Maybe
3. If you are aware of health check-up services but never have undergone
one the reasons are (select one or more)
No value perceived
Believe in need based health check-up
Too expensive
Lack of available facilities nearby
Other
4. How often do you visit your physician?
Need-based
Regularly
Occasionally
5. Are you a regular reader of newspapers and magazines?
Yes
No

6. If so, which languages do you prefer reading?(select one or more)
English
Hindi
Kannada
Others
7. What are your favourite television channels?
Sports
Movies
Entertainment
News
8. Do you use the internet?
Yes
No
9. If yes, what do you access the internet for?(select one or more)
E-Mail
Social Networking
Browsing
10. What social networking sites do you access? (select one or more)
Facebook
YouTube
Twitter
LinkedIn
Google+
11. What form of telecommunication do you have access to? (select one or more)
Mobile Phone
Smart Phone
Landline
Don’t Use
Thank you for your time and cooperation and Have a Good Day!

BHARTIYA VIDYA FOUNDATION’S INSTITUTE OF BUSINESS MANAGEMENT AND RESEARCH
Websites
Technofunc- Healthcare domain
Wikipedia
Google Domains
BlogSpot
Investopedia
Business Dictionary
Dictionary.com
The Financial Express ( article of Sukalp Sharma dt 24.04.2011)
Books
Research for marketing decisions- Paul E. Green & Donald S. Tull
Introduction to Business research Methods- Pratap Keshari Khatoi
Fundamentals of modern marketing- Edward W. Cundiff, Richard R. Still, Norman
A.P. Govoni
Marketing Management- Philip Kotler
Consumer Behaviour- Leon G. Schiffman& Leslie Lazar Kanuk

101JC18015

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