1. Consumer behavior to health care products
Title of the project
Name and Address of the college
Submitted by :(Your Name with class and semester)
Project guide: (Guide‘s name )
Year of submission:

2. Certificate

3. Declaration

4. Acknowledgement

5. Executive Summary

6. Index (Table of Content)

7. Chapter I: Introduction and research Methodology
1.1 General Introduction
Definition of health:
The prevention, treatment, and management of illness and the preservation of mental and
physical well-being through the products and services offered by the medical and allied health
professions.
Who is a healthy person?
A healthy person is often described as someone who has a good diet gets a lot of exercise and
avoids stress.
What is a health product?
Every person should take care of his health.
Healthy life style and having healthy society is one of the main priorities of the people living in
india now.
Fortunately, most of the people are born healthy but the main task is to be able to take care of the
health which we have gained by the nature.
In India people are having healthcare activities and they are being taught beginning from young
age in order to have habits of healthcare. Sports activities are widely used in schools. Children in
early age learn to do exercises and having fun playing team games like football, volleyball. It
also helps them in future to avoid harmful habits like smoking, alcohols and weak nutrition.
Physical education is also inseparable part of university studying program.
For adult people we have suitable jogging places and many stadiums. There are also a lot of
swimming pools for people who do not like jogging. And they widely use these priorities for
their health care ambitions.
Another part of healthcare process is to have good healthy food and diet. People have access to a
wide system of information by the means of internet, TV, magazine where they easily find a lot
of useful articles about the diet and healthcare. Most of the people also prefer food and products
which are cultivated in more natural condition and look healthy.
Everybody here at least is willing to have pretty a good rest at the weekends spending time with
family and friends it seems to help avoid stress after hard working week.
Every person is free to choose his life style whether to be health or not but supporting people in
healthcare education leads to not only for social benefits but also healthy people and they can
create health and strong community.

8. Healthy life style
Nowadays life is becoming more and more stressful. People live under the pressure of various
problems social, ecological, economical and others. They constantly suffer from stress, noise and
dust in big cities especially urban places. In order to overcome all difficulties a person should be
strong and healthy, take care of physical and mental health. There are several ways to do that.
Sport is of primary importance. The Greek used to say "a sound mind is in a sound body".
Nowadays different kinds of sports become more accessible for people. Vast network of sport
clubs offers a great choice of them having necessary equipments and trainers helping choose the
right set of exercises. The most healthy kind of sports are swimming, jogging and yoga.
Healthy lifestyle presupposes healthy food. Usually healthy food is simple. The daily menu
includes meat, fruits and vegetables, milk products. Fruits and vegetables contain different
vitamins and give us energy. People prefer milk to coffee, seafood to meat, vegetable soup to
fatty broth. People go on a diet especially women. But some prefer to keep healthy life day to
sitting on a diet occasionally because some diet may appear harmful for our health.
Also one must avoid eating in restaurants or cafes especially fast food. Homemade food should
be preferred. There are a lot of restaurants and cafes serving delicious diet meals. For a healthy
person there's no room for smoking, alcohol or drugs because they are sure to destroy both body
and brain. To keep healthy and fit we'd better avoid anxiety and stress, keep to healthy food and
be sportive.
To avoid serious illness, sticking a wholesome lifestyles is of help. As we all know that the
diseases come into being for long, not for a day. In other word, eating junk food, such as
hamburger, for several days when workers are too busy to have dinners, it will not seriously
damage those people's health. However, if people keep this harmful habit every day, many
diseases will follow. That's because the fast food diet is a major contributor to serious health
problems such as obesity and heart disease. Therefore, the government should allocate more
money to advocate the healthy lifestyle as citizens are taxpayers.
On the other hand, the patients should be thought highly of by the government and given proper
treatment. Even though the authorities have limited budget for many infrastructure facilities
development, the quality of citizens' living should be the priority. Only when the sick get better
after treatment, can lift a sense of happiness among people. Furthermore, adequate treatments to
the ill convey the care from the society, which benefits the form of harmonious society.
There are ways to prevent illness sound productive. But they need the support from government.
With adequate money and being spent wisely, It is believed that the task of preventing diseases

9. could be fulfilled through prevention of wholesome lifestyle and proper treatment to the already
formed problem
Introduction to the project
The project is based on the aspect of consumer behavior with respect to health care products in
India. The project revolves around the consumer‘s behavior when it comes to purchasing any
health care product. The factors that influence the consumer to make his decision while
purchasing a product are also discussed. As this is a research project, a research was conducted
by survey method. A small survey was conducted which involved retailer of health care
products, who shared their experience and idea of serving in this particular area. This project
tries to understand how much of the theory of consumer behavior is applied in practice and how
marketing can make a difference.
A detail study on consumer behavior has been done by many theorists, which is discussed in the
project along with different methods of motivating consumers to buy. Detail information on
health care products is also mentioned in the project report. Many organizations have come
forward with different products in the health sector. Today in India itself we have more than
1500 companies which provide healthcare products. Many have emerged to become huge brands.
Apart from that many foreign companies are also serving the Indian market with their products
which are becoming popular with each day, and are becoming a threat for the local companies.
The health care industry still needs to evolve a lot in India. We cannot be sure how the local
companies compete with the foreign technology in the ever changing world. Consumers are
becoming more precise about the features they want in a product and when they do not find them
in a local product they tend to go towards the foreign products.
Consumer behavior
Consumer behavior is the study of when, why, how, and where people do or do not buy products.
It blends elements from psychology, sociology, social anthropology and economics. It attempts
to understand the buyer decision making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics and behavioral variables in an
attempt to understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer playing the
three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for

10. customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.
Each method for vote counting is assumed as a social function but if Arrow‘s possibility theorem
is used for a social function, social welfare function is achieved. Some specifications of the
social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity
and weak and strong Pareto optimality. No social choice function meets these requirements in an
ordinal scale simultaneously. The most important characteristic of a social function is
identification of the interactive effect of alternatives and creating a logical relation with the
ranks. Marketing provides services in order to satisfy customers. With that in mind, the
productive system is considered from its beginning at the production level, to the end of the
cycle, the consumer.
Belch and Belch define consumer behavior as 'the process and activities people engage in when
searching for, selecting, purchasing, using, evaluating, and disposing of products and services so
as to satisfy their needs and desires.

11. Healthcare in India
A growing healthcare sector
The healthcare industry in the country, which comprises hospital and allied sectors, is projected
to grow 23 per cent per annum. According to McKinsey & Co. a leading industrial and
management consulting organization, the Indian healthcare sector, including pharmaceutical,
diagnostics and hospital services, is expected to more than double its revenues to Rs 2000 billion
by 2010. Expenditure on healthcare services, including diagnostics, hospital occupancy and
outpatient consulting, the largest component of this spend is expected to grow more than 125%
to Rs 1560 billion by 2012 from Rs 690 billion now. Healthcare is one of India‘s largest sectors,
in terms of revenue and employment, and the sector is expanding rapidly. During the 1990s,
Indian healthcare grew at a compound annual rate of 16%. Today the total value of the sector is
more than $34 billion. This translates to $34 per capita, or roughly 6% of GDP. By 2012, India‘s
healthcare sector is projected to grow to nearly $40 billion.
The private sector accounts for more than 80% of total healthcare spending in India. Unless there
is a decline in the combined federal and state government deficit, which currently stands at
roughly 9%, the opportunity for significantly higher public health spending will be limited.
One driver of growth in the healthcare sector is India‘s booming population, currently 1.1 billion
and increasing at a 2% annual rate. By 2030, India is expected to surpass China as the world‘s
most populous nation. By 2050, the population is projected to reach 1.6 billion
Expanding middle class
India traditionally has been a rural, agrarian economy. Nearly three quarters of the population
still lives in rural areas, and as of 2004, an estimated 27.5% of Indians were living below the
national poverty line. Some 300 million people in India live on less than a dollar a day, and
more than 50% of all children are malnourished.
Middle class
Rise of disease
Another factor driving the growth of India‘s healthcare sector is a rise in both infectious and
chronic degenerative diseases. While ailments such as poliomyelitis, leprosy, and neonatal
tetanus will soon be eliminated, some communicable diseases once thought to be under control,
such as dengue fever, viral hepatitis, tuberculosis, malaria, and pneumonia, have returned in
force or have developed a stubborn resistance to drugs. This troubling trend can be attributed in
part to substandard housing,inadequate water, sewage and waste management systems, a
crumbling public health infrastructure, and increased air travel

12. Pharmaceuticals
Paralleling the rise of disease is the emergence of a robust pharmaceutical industry in India. The
Indian pharmaceutical market is one of the fastest growing markets in the world; sales increased
by 17.5% to $7.3 billion in 2006, according to IMS Health. Many factors, including a strong
economy and the country‘s growing healthcare needs have contributed to the accelerated growth,
which is especially strong in the over-the-counter OTC.
The healthcare divide
When it comes to healthcare, there are two Indias: the country that provides high-quality medical
care to middle-class Indians and medical tourists, and the India in which the majority of the
population lives—a country whose residents have limited or no access to quality care.
Today only 25% of the Indian population has access to Western (allopathic)medicine, which is
practiced mainly in urban areas, where two-thirds of India‘s hospitals and health centers are
located. Many of the rural poor must rely on alternative forms of treatment, such as ayurvedic
medicine, unani and acupuncture.
Opportunities within India healthcare sector
Emerging health insurance market
In recent years, there has been a liberalization of the Indian healthcare sector to allow for a
much-needed private insurance market to emerge. Due to liberalization and a growing middle
class with increased spending power, there has been an increase in the number of insurance
policies issued in the country. In 2001-02, 7.5 million policies were sold. By 2003-04, the
number of policies issued had increased by 37%, to 10.3 million.
Growth of telemedicine
Only 25% of India‘s specialist physicians reside in semi-urban areas, and a mere 3 % live in
rural areas. As a result, rural areas, with a population approaching 700 million, continue to be
deprived of proper healthcare facilities.
Healthcare infrastructure expansion
An enormous amount of private capital will be required in the coming years to enhance and
expand India‘s healthcare infrastructure to meet the needs of a growing population and an influx
of medical tourists. Currently India has approximately 860 beds per million population. This is
only one-fifth of the world average, which is 3,960, according to the World Health Organization.
It is estimated that 450,000 additional hospital beds will be required by 2010—an investment

13. estimated at $25.7 billion. The government is expected to contribute only 15-20% of the total,
providing an enormous opportunity for private players to fill the gap
Medical equipment market
The rebuilding of India‘s healthcare infrastructure, combined with the emergence of medical
tourism and telemedicine, will drive strong demand for medical equipment, such as x-ray
machines, CT scanners and electrocardiograph (EKG) machines. Leading international
companies market most high value medical equipment, while only consumables anddisposable
equipment are made locally. Many international companies have expanded their operations in the
Indian market in recent years and established manufacturing facilities to assemble equipment for
the domestic market and export sales. The competition is expected to intensify with the entry of
more global firms into the medical equipment marketplace. The government is encouraging the
growth of this market, through policies such as a reduction in import duties on medical
equipment, higher depreciation on life-saving medical equipment (40%, up from 25%), and
a number of other tax incentives.
Pharmaceutical industry opportunities
Despite widespread poverty and inadequate public healthcare provision, India has much to offer
the leading drug makers. An increase in lifestyle diseases resulting from the adoption of
unhealthy western diets, combined with a growing middle class that has more disposable income
to spend on treatment, will provide new opportunities for global pharmaceutical firms.
Manufacturing
India has emerged as a major supplier of several bulk drugs, producing these at lower prices
compared to formulation producers worldwide. The US Food and Drug Administration (FDA)
already has approved 85 Active Pharmaceutical Ingredient (API) and formulation plants in
India, the highest such number outside the US. India is poised to become a major exporter of
pharmaceuticals, particularly generic and OTC drugs, to global markets. By 2010, India could be
producing 15% of the world‘s bulk pharmaceuticals and drug intermediates. However, achieving
that level of growth will require an estimated $1.2 billion investment in production
capacity. Many multinational generics companies have been sourcing products from Indian
manufacturers for some years. Some also use Indian contract manufacturers to manufacture the
finished product. Contract manufacturing, currently estimated at $350 million, is expected to
reach$1billion by 2010, according to CRISIL.
Pharmaceutical research
Pharmaceutical research is one area that is expected to achieve tremendous growth in the coming
decade, due to India‘s huge and growing population, low per capita drug usage, and increasing

14. incidence of disease. Global pharmaceutical alliances with Indian drug firms are finally
beginning to look like a two-way street, with major R&D deals.
Clinical trials
India historically lacked the expertise to perform clinical trials, because most companies only
tested different processes for producing copycat versions of Western products, and the rules were
quite lenient. Several drug makers have also been caught behaving unethically or even illegally.
1.2 Objectives of study of the project
This project aims to examine the problems and prospects of health services in
India. The specific objectives of the study are as under:
1) Use appropriate strategies to write expository essays that employ supporting evidence; use
information from primary and secondary sources; incorporate graphics where appropriate;
anticipate and address readers‘ biases and expectations.
2) Understand and use research methodologies.
3) Formulate research questions, refine topics, develop a plan for research and organize what
is known about the consumer behaviour to various health care services specially in
relation to the children segment.
4) Select relevant sources when researching topics and appropriately include information
from such sources; logically introduce and incorporate quotations; synthesize information
in a logical sequence; identify different perspectives; identify complexities and
discrepancies in information; and offer support for conclusions
5) To examine the status and problems of health services in India;
6) To study the access of health services across economic strata, gender and space
7) To examine the quality of health services in India

15. 1.3 Scope of Study
1. The project justification information
The project justification describes a problem to be resolved, an opportunity to be exploited, or a
benefit to be obtained. You always derive the project justification from the strategic objectives of
the project submitted. The following are examples of project justification:
Market demand
Business need
Customer request
Technological advance
Legal requirement
The project justification needs to be be clear and precise, and it should include both qualitative
and quantitative measures.
2. Identify the project product
Define possible solutions to your problem (for example, the project justification); specifically,
identify the solution that you selected for your project. The project product is a summary of the
product description and includes:
Work required resolving the problem and achieving the benefits.
Work that falls outside the project scope.
Interactions with other products
3. Identify the project deliverables
List the summary-level of products of the project for which full and satisfactory delivery would
mark the completion of the project. These include the project deliverables
4. Identify the project objectives
Identify project objectives that have been stated above
The project objectives must:
Address all the work within the scope of the project.
Not address work outside the scope of the project.
NOTE Unquantifiable objectives, such as customer satisfaction, involve high risk.

16. 1.4 Research Methodology
1.4.1Formation of problem:
India children's health 'ignored'
More than half of Indian children
under the age of five do not get
the health care they need,
according to a report by Save the
Children.
It ranks India alongside Ghana
when it comes to providing basic
health care to its children under five
years of age.
Indian girls are more likely to die
than boys
This report provides clear evidence of the poor state of nutrition among young children,
women, and men in India. Young children in India suffer from some of the highest
levels of stunting, underweight, and wasting observed in any country in the world, and
7 out of every 10 young children are anemic. Inadequate feeding practices for children make it
difficult to achieve the needed improvements in children‘s nutritional status, and nutrition
programmers have been unable to make much headway in dealing with these serious nutritional
problems.

17. Cumulative Distribution of Weight-for-Age Z-scores
 In a population with normal growth patterns for children (the blue line in the graph),
about 2.3 percent of children under five years of age would be underweight (that is,
more than two standard deviations below the median level that would be expected
in a healthy, well-nourished population). In contrast, in India the percentage of
children who are underweight is 19 times the expected level if measured by the
WHO Child Growth Standards and 21 times the expected level if measured by the
NCHS/WHO International Reference Population. At almost every level of the zscores,
the nutritional status of children in India is much worse than the expected
level.
 The percentage of children who are stunted is also 19 times as high as would be
-21
expected in a healthy, well-nourished population (according to the international
child growth standards) and the percentage of children who are wasted is 8-9 times
the expected level, depending on which growth standard is used.
Cumulative Distribution of Height-for-Age Z-scores of Elite Children
NFHS-3 data can be used to examine the extent to which children in India grow
according to the WHO Child Growth Standards by selecting only children with elite
characteristics and comparing them with children worldwide with normal growth
patterns. Elite children are defined as children whose mothers and fathers have
secondary or higher education, who live in households with electricity, a refrigerator, a
TV, and an automobile or truck, who did not have diarrhoea or a cough or fever in the
two weeks preceding the survey, who were exclusively breastfed if they were less than
five months old, and who received complementary foods if they were at least five
months old.
 When only elite children are selected, the line for the cumulative distribution of
stunting moves most of the way over to the cumulative normal curve. Although
the elite cumulative distribution is still to the left of the normal curve (indicating
that even elite children are more likely to be stunted than are children in the
WHO standard), the analysis suggests that when Indian children are allowed to
reach their full genetic potential in a favourable environment when proper
feeding practices are followed, they grow and develop at a much more normal
rate than the average child growing up in India today. If the analysis had
included additional variables that would permit elite children to be better
defined, it is likely that the cumulative distribution would have moved even
closer to the cumulative normal distribution.
 Arguments that have previously been put forward that Indian children are
naturally much smaller than children elsewhere and that they are not necessarily
undernourished cannot be sustained in light of this analysis and similar research.

18. Basic health problems faced by people in india
1. Headache
Over 90% of people report having at least one headache a year. When these headaches are severe
or frequent, such as with migraine, chronic tension-type, or cluster headaches, they can affect
one's work or social life. Headaches become totally disabling for a small number of sufferers.
Health products used: Aspirin (Ecotrin®, Bayer®, Anacin®)
Acetaminophen (Tylenol®)
Non steroidal anti-inflammatory drugs (NSAIDs), such asibuprofen (Motrin®,
Advil®), naproxen sodium (Aleve®), orketoprofen.
2. Irritable Bowel Syndrome
Irritable bowel syndrome involves fairly constant abdominal pain or cramping. The person also
has a change in bowel habits such as diarrhea or constipation, or bouts of both diarrhea and
constipation. An exam from a specialist called a gastroenterologist is needed to rule out other
diseases that may cause the same symptoms.
Medicines used: Antidiarrheals, including diphenoxylate (such as Lomotil)
and loperamide (such as Imodium),
Lotronex, Calmactin (cilansetron) Drugs For Irritable Bowel Syndrome Constipation
Alosetron (Lotronex),
chemical laxatives (such as Milk of Magnesia or ExLax
Amitiza
Zelnorm
3.Pain
Pain is caused by some chronic health problems such as rheumatic disease or sickle cell disease.
With these diseases, frequent periods of pain can seriously decrease the person's quality of life.
Pain can increase feelings of anxiety, depression, and helplessness.
Also, anxiety and depression (and life stressors that cause them) may cause or increase pain.
Health products used:
Anti-inflammatory (NSAIDs)
Arcoxia (etoricoxib)
Arthrofen (ibuprofen)
Arthrotec (diclofenac, misoprostol)
Axorid (ketoprofen, omeprazole)
Brexidol (piroxicam)
Brufen (ibuprofen)

19. Creams, gels and patches
Axsain cream (capsaicin)
Feldene gel (piroxicam)
Pennsaid (diclofenac)
Powergel (ketoprofen)
Qutenza patches (capsaicin)
Tiloket gel (ketoprofen)
Strong opioid (morphine-related) painkillers
Abstral tablets (fentanyl)
Actiq lozenges (fentanyl)
BuTrans patches (buprenorphine)
Codeine phosphate syrup
Codeine phosphate tablets
Codipar (co-codamol)
Other prescription painkillers
Acupan (nefopam)
Perfalgan infusion (paracetamol)
Versatis medicated plasters (lidocaine)
4.Reynaud’s Disease
Reynaud‘s disease affects the blood vessels in the fingers, toes, ears, and nose.
Attacks result from a narrowing of the blood vessels in these areas. When exposed to
the cold, patients notice skin discoloration. They also may experience tingling and
numbness in the affected areas. If these attacks continue, they can be painful or cause
ulceration of the skin.
Health products used:
Cardura
Aspercreme Cream
Plendil
Minipress
Norvasc
5. Smoking
Because of the negative health effects of cigarettes on the smoker and on others, many
people try to quit. Nicotine addiction is hard to overcome. Most people who try to

20. stop smoking return to cigarettes within a year.Some evidence suggests that scheduled,
reduced smoking plus multi-component behavior therapy is useful for smoking cessation.
While other psychological approaches may be helpful for smoking cessation, they
have not been evaluated scientifically in the same way as the treatments listed here.
Health products used:
Nicopass lozenges
Nicopatch
Nicorette gum
Nicorette inhalator
Nicorette microtab
Nicorette nasal spray
Nicorette patches
Nicorette quickmist
Nicotinell gum
6.Obesity
In our looks-obsessed society, lots of people think that being overweight is an appearance issue.
But being overweight is actually a medical concern because it can seriously affect a person's
health. The health problems that stem from being overweight go way beyond the ones we usually
hear about, like diabetes and heart disease. Being overweight can also affect a person's joints,
breathing, sleep, mood, and energy levels. So being overweight can impact a person's entire
quality of life.
Health products used:
Byetta (Exenatide)
Diazoxide (Proglycem)
Diethylpropion (Tenuate)
Naltrexone (Revia)
Orlistat (Xenical)
Topiramate (Topamax)

21. 1.4.2 Hypothesis
The hypotheses of the study are as under:
(i) Health services in India have not been accorded adequate priority in allocation of public
funds.
(ii) Health services are unevenly distributed across economic strata, location, (urban-rural),
gender and regions in India.
(iii) Commercialization and privatization of health services particularly after
the post-Liberalization, Privatization and Globalization era has resulted in excluding a sizeable
number of population particularly, socially
disadvantaged groups like SCs, STs, Women and Poor from the coverage of health services
provided by the organized sector.
(iv) Inadequate infrastructure, manpower and medicines adversely affect the provision and
quality of health services of public organizations.

22. 1.4.3 Collection of data (primary & secondary)
Primary data
Data never gathered before.
Advantage: find data you need to suit your purpose
Disadvantage: usually more costly and time consuming than collecting secondary data
Collected after secondary data is collected
Types of Primary Data used
Demographic/Socioeconomic
Age, Sex, Income, Marital Status, Occupation
Psychological/Lifestyle
Activities, Interests, Personality Traits
Attitudes/Opinions
Preferences, Views, Feelings, Inclinations
Awareness/Knowledge
Facts about product, features, price, uses
Intentions
Planned or Anticipated Behavior
Motivations
Why People Buy health products (Needs,
Wants, Wishes, Ideal-Self)
Behavior
Purchase, Use, Timing, Traffic Flow

23. 1. Primary Data Gathered By:
Communication Methods
Interacting with respondents
Asking for their opinions, attitudes, motivations,
characteristics
2. Communication Methods of Primary Data Collection
Methods include:
Surveys
3. Sampling Techniques
Population - total group of respondents that wants to be studied.
Populations are too costly and time consuming to study in
entirety.
Sample - selecting and surveying respondents (research participants)
from the population.
4. Sampling Techniques
A probability sample is one that gives every member of the
population a known chance of being selected.
simple random sample - anyone
stratified sample - different groups (ages)
cluster sample - different areas (cities)
All are selected randomly for this research
5. . Personal Interviews as a Data Collection Method (in-home and mall
intercept)

24. 6. The Questionnaire circulated:
QUESTIONNAIRE
INSTRUCTIONS: This is the study of factors effecting the buying of health drinks among
mothers. This will help me in understanding consumer behavior and preferences in the purchase
of health drinks. Please give your honest answers. This information will be kept confidential. I
shall appreciate your cooperation. Read the following questions carefully and tick the answer
which you feel is appropriate.
1. Do your child/ children drink milk regularly?
A. Yes B. No
2. If yes, how many times a day?
A. Once B. 2 times C. More than 2 times
3. Do he/ she prefer plain milk without any flavor/ supplement?
A. Yes B. No
4. Do you force your child/ children to drink milk regularly?
A. Yes B. No C. Sometimes
5. Do you think health drinks are important for your child/ children?
A. Yes B. No C. Not sure
6. What is it that you look for in a health drink?
A. Nutrients B. Flavor C. Cost & availability D. All of these
7. What all nutrients should a health drink provide?
A. Vitamins (Vit A, C, D) B. Minerals (Calcium, Iron. Potassium)
C. No particular nutrients preferred D. Both Vitamins and Minerals
8. Does the following drinks in your view substitute for milk?
1. Nestle fun shakes 2.Amul cool milk 3.Badam milk
A. Yes B. No
9. Are you aware of the facts that preservatives are being added to milk products?
A. Yes B. No
10. Do elders (grand parents) in your house object to the use of such substitutes to milk?
A. Yes B. No
11. Do you think that milk is a substitute for a regular meal?
A. Yes B. No

25. 12. Do your child/ children influence you to buy a health drink just because they are attracted by
the ‗free gifts‘ or ‗toys‘ available with it or due to their favorite celebrity or cricketer endorsing
the ad for that brand?
A. Yes B. No
13. Which is the brand that you use?
A.Horlicks B. Complan C. Bourn vita D. Boost E. If any other, specify
14. What are the factors that led you to choose the above mentioned brand? Listed below are
some factors, rank them from 1 (most preferred) to 6 (least preferred)
A. Cost [ ]
B. Flavor [ ]
C. Nutrients [ ]
D. Advertisements [ ]
E. Neighbors & Friends [ ]
F. Packaging & Quantity [ ]
15. To what extent does advertisements‘ influence your choice of health drinks?
A. Very much B. Average C. Not at all
16. Have you tried other brands in the market?
A. Yes B. No
17. Which other brand was satisfying according to you?
A.Horlicks B. Complan C, Bourn vita
D. Boost E. If any other, specify
18. Do you keep switching on products?
A. Yes B. No
19. Do you think health drinks boost energy through increased caloric consumption?
A. Yes B. No
20. What do you think are the benefits of drinking health drinks?
A. Improves concentration & memory
B. Improves physical vigor (stamina, stronger muscles & bones)
C. If any other benefit, specify

26. Secondary data
Secondary data can be obtained from two different research strands:
 Quantitative: Census, housing, social security as well as electoral statistics and other related
databases.
 Qualitative: Semi-structured and structured interviews, focus groups transcripts, field
notes, observation records and other personal, research-related documents.
A clear benefit of using secondary data is that much of the background work needed has been
already been carried out, for example: literature reviews, case studies might have been carried
out, published texts and statistic could have been already used elsewhere. This wealth of
background work means that secondary data generally have a pre-established degree
of validity and reliability which need not be re-examined by the researcher who is re-using such
data.

27. 1.4.4. Research instrument
A growing healthcare sector:
Healthcare is one of India‘s largest sectors, in terms of revenue and employment, and the sector
is expanding rapidly. During the 1990s,
Indian healthcare grew at a compound annual rate of 16%. Today the total value of the sector is
more than $34 billion. This translates to $34 per capita, or roughly 6% of GDP. By 2012, India‘s
healthcare sector is projected to grow to nearly $40 billion.
The private sector accounts for more than 80% of total healthcare spending in India. Unless there
is a decline in the combined federal and state government deficit, which currently stands at
roughly 9%, the opportunity for significantly higher public health spending will be limited.
Growing population and economy
One driver of growth in the healthcare sector is India‘s booming population, currently 1.1 billion
and increasing at a 2% annual rate. By 2030, India is expected to surpass China as the world‘s
most populous nation. By 2050, the population is projected to reach 1.6 billion.This population
increase is due in part to a decline in infant mortality, the result of better healthcare facilities and
the government‘s emphasis on eradicating diseases such as hepatitis and polio among infants. In
addition, life expectancy is rapidly approaching the levels of the western world. By 2025, an
estimated 189 million Indians will be at least 60 years of age—triple the number in 2004, thanks
to greater affluence and better hygiene. The growing elderly population will place an enormous
burden on
India’s healthcare infrastructure.
The Indian economy, estimated at roughly $1 trillion, is growing in tandem with the population.
Goldman Sachs predicts that the Indian economy will expand by at least 5% annually for the
next 45 years (see chart), and that it will be the only emerging economy to maintain such a
robust pace of growth.
Expanding middle class

28. India traditionally has been a rural, agrarian economy. Nearly threequarters of the population still
lives in rural areas, and as of 2004, an estimated 27.5% of Indians were living below the
national poverty line.
Some 300 million people in India live on less than a dollar a day, and more than 50% of all
children are malnourished.
Middle class % of entire population
1998–99- 44.92
2001–02- 50.53
2009–10 -62.95
However, India‘s thriving economy is driving urbanization and creating an expanding middle
class, with more disposable income to spend on healthcare. While per capita income was $620 in
2005, over 150 million Indians have annual incomes of more than $1,000, and many who work
in the business services sector earn as much as $20,000 a year. While this is a fraction of the
income that their US peers earn, it is the equivalent of more than $100,000 per year when
adjusted for purchasing power parity.
More women are entering the workforce as well, further boosting the purchasing power of Indian
households. Between 1991 and 2001, the percentage of women increased from 22% to 26% of
the workforce, according to the latest Indian government census. Many of these women are
highly educated: the ratio of women to men who have a college degree or higher level of
education is 40:60.
Thanks to rising income, today at least 50 million Indians can afford to buy Western
medicines—a market only 20% smaller than that of the UK. If the economy continues to grow
faster than the economies of the developed world, and the literacy rate keeps rising, much of
western and southern
India will be middle class by 2020.
Rise of disease
Another factor driving the growth of India‘s healthcare sector is a rise in both infectious and
chronic degenerative diseases. While ailments such as poliomyelitis, leprosy, and neonatal
tetanus will soon be eliminated, some communicable diseases once thought to be under control,
such as dengue fever, viral hepatitis, tuberculosis, malaria, and pneumonia, have returned in

29. force or have developed a stubborn resistance to drugs. This troubling trend can be attributed in
part to substandard housing, inadequate water, sewage and waste management systems, a
crumbling public health infrastructure, and increased air travel.
In addition to battling infectious diseases, India is grappling with the Emergence of diseases
such as AIDS as well as food- and water-borne Illnesses. And as Indians live more affluent lives
and adopt unhealthy Western diets that are high in fat and sugar, the country is experiencing a
Rise in lifestyle diseases such as hypertension, cancer, and diabetes, which is reaching epidemic
proportions (see sidebar, The Indian Diabetes Epidemic).
Over the next 5-10 years, lifestyle diseases are expected to grow at a faster rate than infectious
diseases in India, and to result in an increase in cost per treatment. Wellness programs targeted at
the workplace, where many sedentary jobs are contributing to an erosion of employees‘ health,
could help to reduce the rising incidence of lifestyle diseases. PharmaceuticalsParalleling the
rise of disease is the emergence of a robust pharmaceutical industry in India. The Indian
pharmaceutical market is one of the fastest growing markets in the world; sales increased by
17.5% to $7.3 billion in 2006, according to IMS Health. Many factors, including a strong
economy and the country‘s growing healthcare needs have contributed to the accelerated growth,
which is especially strong in the over-the-counter (OTC) market.
Overall, the domestic pharmaceutical industry is highly fragmented; more than 10,000 firms
collectively control about 70% of the market. Only three foreign multinationals rank in the top
10 companies, as measured by sales, and collectively they have only 11.9% of the market
between them.
But many of the local players are generics producers specializing in anti-infective, and as the
illnesses of affluence and age increase, the demand for innovative new pharmaceuticals will rise.
The federal government uses price controls to ensure that vital drugs are affordable to the Indian
population. Under the proposed pharmaceutical policy 2006, the government revealed its
intention to raise the number of essential drugs under price controls from 79 to nearly 354, which
would The Indian Dia bring almost a third of the industry under price controls and adversely
impact foreign pharmaceutical firms that want to business in India.It is an ongoing challenge to
balance the commercial interests of pharmaceutical companies with the broader social objective
of curing disease and preventing epidemics that could decimate the Indian population.
Deteriorating infrastructure
India‘s healthcare infrastructure has not kept pace with the economy‘s growth. The physical
infrastructure is woefully inadequate to meet today‘s healthcare demands, much less tomorrow‘s.
While India has several centers of excellence in healthcare delivery, these facilities are limited in

30. their ability to drive healthcare standards because of the poor condition of the infrastructure in
the vast majority of the country.
Of the 15,393 hospitals in India in 2002, roughly two-thirds were public. After years of under-
funding, most public health facilities provide only basic care. With a few exceptions, such as the
All India Institute of Medical Studies (AIIMS), public health facilities are inefficient,
inadequately managed and staffed, and have poorly maintained medical equipment.
The number of public health facilities also is inadequate. For instance, India needs 74,150
community health centers per million population but has less than half that number. In addition,
at least 11 Indian states do not have laboratories for testing drugs, and more than half of existing
laboratories are not properly equipped or staffed.
The principal responsibility for public health funding lies with the state governments, which
provide about 80% of public funding. The federal government contributes another 15%, mostly
through national health programs.
However, the total healthcare financing by the public sector is dwarfed by private sector
spending. In 2003, fee-charging private companies accounted for 82% of India‘s $30.5 billion
expenditure on healthcare. This is an extremely high proportion by international standards.
Private firms are now thought to provide about 60% of all outpatient care in India and as much as
40% of all in-patient care. It is estimated that nearly 70% of all hospitals and 40% of hospital
beds in the country are in the private sector.
A Report on the Market Survey
Market survey is the best source of gathering the information from the users end so In order to
get a good current market‘s report I have conducted a market survey which gives us a good and
clear information on what effect does the advertisement have on the consumer, and which
advertising strategy can get the consumer enforced to childrens
The method of collecting the data was a combination of all three Likert scale, Dichotomous and
Multiple choices. I took survey of 50 people and following is the specimen copy of ‘Market
survey form’. The report of the survey is being made in the form of pie diagram in order to
understand it much better. The survey was conducted and the major focus was the Guardian all
gender as they are the major consumers.

31. The Magniittude off
The Magn ude o complete A to Z Nutrition
84% 16%
From the pie its very clear that the survey states that the majority of childrens , that is out of 50
people 84% children and 16% chindrens don‘t drink. So it‘s very clear that the market for
complete A to Z Nutrition
The Regularity of Consuming complete a to Z Nutrition
DAILY
52% WEEKLY
14% FORTNIGHTLY
MONTHLY
10%
NEVER
18%
6%

32. From the diagram it is very clear that the majority of childens (52%) consume complete A to Z
Nutrition at least once in a week, then the next highest number of drinker in to the monthly
category (18%), then the in to daily (14%) and then the people who drink it fortnightly (6%).
There were few childrens who never ever drinks it and which sums up to only 10% of the total
and which is an negligible amount. The company should focus more on the people who fall in to
the category weekly consumption and make them fall into the category of daily consumer, which
will surely help them increase their sales.
Whatt Becomes A Magnett Forr chiilldrren To Drriink
Wha Becomes A Magne Fo ch d en To D nk complete A to Z
Nutrition
35% TASTE
45% QUENCH MY TRUST
13% FOR FUN
7%
TREND
7% Taste 45% complete A to Z Nutrition 35% for fun 13% trend
The study clearly speaks that the majority of the market consist of the childrens who consume
this drink 7% Taste 45% complete A to Z Nutrition 35% for
fun 13% trend

33. advertise their product as one, which quenches 7% Taste 45% complete A to Z
Nutrition just like Bonvita ++ a product by Horlicks & Boost ect, which advertises its
product as “Boost is the secrete of my energy – Sachin ” which will help in most of the
childrens.
44%
56%
The market speaks, that the both the Brand of GKS Boost & Horlicks are moving neck to neck
in the market, but still Horlicks is in more demand as compared to Boost as per the survey.
Horlicks 56% of the childrens market and where as Boost is lagging behind by just few
percents. 44%.

34. Whatt Makes A Chiilldrens Favoriitte Driink Mostt Wantted By Chiilldrens???
Wha Makes A Ch drens Favor e Dr nk Mos Wan ed By Ch drens???
Examplle Bourn viitta++ Horlliicks,, Boostt,, compllaiin brands 12%
Examp e Bourn v a++ Hor cks Boos comp a n brands 12%
Examplle ffor miilld ffllavor Mallttova Miilld ffllavor Viiva GKS brands 10%
Examp e or m d avor Ma ova M d avor V va GKS brands 10%
Tastte 30%
Tas e 30%
Add 16%
Add 16%
Otthers 32%
O hers 32%
16% STRONG TASTE
32% MILD TASTE
30%
TASTE
12% ADVERTSING
*OTHERS
10%
*
Does The Adverttiisementts Cajjolle Peoplle???
Does The Adver semen s Ca o e Peop e???
8%
TO GREAT EXTENT
50%
LITTLE BIT
42%
NOT AT ALL

35. The maximum amount of people don‘t get coaxed by the advertisement and change their
preference, the amount of people who gets effected by the ads are very few which hold just 8%
of the market.
Whatt Rolle Does The Brand Ambassador Pllay? Do They Persuade Buyers???
Wha Ro e Does The Brand Ambassador P ay? Do They Persuade Buyers???
72%
TO A GREAT
44% EXTENT
LITTLE BIT
36% 20% NOT AT ALL
28%
YES NO
Figure 1(the one on the left hand side) indicates that till what extent does the brand ambassador
affect the people
Figure 2 (the one on the right hand side) indicates that does it coax people to change their
preferences.
The survey says that the people aren‘t affected much by who is the brand ambassador of the
product as the majority of people‘s answers are negative in both the cases.

36. Chapter I: Factors influencing consumer behavior
Consumer purchases are influenced strongly by these four factors.
v 1. Cultural Factor
v 2. Social Factor
v 3. Personal Factor
v 4. Psychological Factor.
01. Cultural Factor:-
Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class
o Culture:-
 The set of basic values perceptions, wants, and behaviors learned by a
member of society from family and other important institutions. Culture
is the most basic cause of a person‘s wants and behavior. Every group
or society has a culture, and cultural influences on buying behavior may
vary greatly from country to country.
o Sub Culture :-
 A group of people with shared value systems based on common life
experiences and situations.
 Each culture contains smaller sub cultures a group of people with shared
value system based on common life experiences and situations. Sub
culture includes nationalities, religions, racial group and geographic
regions. Many sub culture make up important market segments and
marketers often design products.
o Social Class:-
 Almost every society has some form of social structure; social classes are
society‘s relatively permanent and ordered divisions whose members
share similar values, interests and behavior.
02. Social Factors:-
A consumer‘s behavior is also influenced by social factors, such as the (i) Groups (ii)
Family (iii) Roles and status
o Groups :-
 Two or more people who interact to accomplish individual or mutual
goals.
 A person‘s behavior is influenced by many small groups. Groups that have
a direct influence and to which a person belongs are called membership
groups.

37.  Some are primary groups; includes family, friends, neighbors and co-
workers. Some are secondary groups, which are more formal and have
less regular interaction. These include organizations like religious
groups, professional association and trade unions.
o Family:-
 Family members can strongly influence buyer behavior. The family is the
most important consumer buying organization society and it has been
researched extensively. Marketers are interested in the roles, and
influence of the husband, wife and children on the purchase of different
products and services.
o Roles and Status :-
 A person belongs to many groups, family, clubs, and organizations.
 The person‘s position in each group can be defined in terms of both
role
and status.
 For example. Mr. X plays the role of father; in his family he plays the role
of husband, in his company, he plays the role of manager, etc. A Role
consists of the activities people are expected to perform according to the
persons around them.
03. Personal Factors:-
It includes: (i) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life-
Style (v) Personality and self concept.
o Age and Life cycle Stage:-
 People change the goods and services they buy over their lifetimes. Tastes
in food, clothes, furniture, and recreation are often age related. Buying
is also shaped by the stage of the family life cycle.
o Occupation :-
 A person‘s occupation affects the goods and services bought. Blue collar
workers tend to buy more rugged work clothes, whereas white-collar
workers buy more business suits. A Co. can even specialize in making
products needed by a given occupational group. Thus, computer
software companies will design different products for brand managers,
accountants, engineers, lawyers, and doctors.
o Economic situation :-
 A person‘s economic situation will affect product choice.
o Life Style :-
 Life Style is a person‘s Pattern of living, understanding themselves,
Business, Products)
o Personality and Self concept :-
 Each person‘s distinct personality influences his or her buying behavior.
Personality refers to the unique psychological characteristics that lead to
relatively consistent and lasting responses to one‘s own environment.

38. 04. Psychological Factors:-
It includes: (i) Motivation (ii) Perception (iii) Learning (iv) Beliefs and attitudes
o Motivation :-
§ Motive (drive) a need that is sufficiently pressing to direct the person to seek satisfaction of
the need
o Perception :-
§ The process by which people select, Organize, and interpret information to form a meaningful
picture of the world.
o Learning:-
§ Changes in an individual‘s behavior arising from experience.
o Beliefs and attitudes :-
§ Belief is a descriptive thought that a person holds about something.
§ Attitude, a Person‘s consistently favorable or unfavorable evaluations, feelings, and tendencies
towards an object or idea.

39. Chapter 3:Psychological processes involved in consumer behavior
The starting point for understanding consumer behavior is the stimulus-response model.
Marketing and environmental stimuli enter the consumer‘s consciousness, and a set of
psychological processes combine with certain consumer characteristics to result in decision
processes and purchase decisions. The marketer‘s task is to understand what happens in the
consumer‘s consciousness between the arrival of the outside marketing stimuli and the ultimate
purchase decisions. Four key psychological processes (i) Motivation, (ii) Perception, (iii)
Learning and (iv) Memory - fundamentally influence consumer responses.
1) Motivation:
We all have many needs at any given time. Some needs are biogenic; they arise from
physiological states of tension such as hunger, thirst or discomfort. Other needs are psychogenic;
they arise from psychological states of tension such as the need for recognition, esteem, or
belonging. A need becomes a motive when it is aroused to a sufficient level of intensity to drive
us to act. Motivation has both direction – we select one goal over another – and intensity – the
vigor with which we pursue the goal.
2) Perception:
A motivated person is ready to act. How he or she acts is influenced by his or her view of the
situation. In marketing, perceptions are more important than the reality, because it‘s perceptions
that the affect consumers actual behavior. Perception is the process by which we select, organize,
and interpret information inputs to create a meaningful picture of the world. The key point is that
it depends not only on the physical stimuli, but also on the stimuli‘s relationship to the
surrounding field and on condition within each of us. One person might perceive a fast-talking
salesperson as aggressive and in sincere; another, as intelligent and helpful. Each will respond
differently to the salesperson.
In marketing, perceptions are more important than the reality, as it is perceptions that will affect
consumer‘s actual behavior. People can emerge with different perceptions of the same object
because of three perceptual processes: selective attention, selective distortion and selective
retention.

40. 3) Learning:
When we act we learn. Learning includes changes in our behavior arising from experience. Most
human behavior is learned, although much learning is incidental. Learning theorists believe that
learning is produced through the interplay of drives, stimuli, cues, responses, and reinforcement.
Two popular approaches to learning are classical conditioning and operant conditioning.
A drive is strong internal stimulus impelling action. Cues are minor stimuli that determine when,
where and how a person responds. Suppose you buy an HP computer. If your experience is
rewarding, your response to computers and HP will be positively reinforced. Later on, when you
want to buy a printer, you may assume that because HP makes good computers, HP also makes
good printers. In other words, you generalize your response to similar stimuli. A countertendency
to generalization is discrimination. Discrimination means we have learned to recognize
differences in sets of similar stimuli and can adjust our responses accordingly.
Learning theory teaches marketers that they can build demand for a product by associating it
with strong drives, using motivating cues, and providing positive reinforcement. A new company
can enter the market by appealing to the same drives that competitors use and by providing
similar cues, because buyers are more likely to transfer loyalty to similar brands or the company
might design its brand to appeal to different set of drives and offer strong cue inducements to
switch.
4) Memory
All the information and experiences we encounter as we go through life can end up in our long –
term memory. Cognitive psychologists distinguish between short- term memory (STM) –
temporary and limited repository of information – and long term memory (LTM) – a more
permanent, essentially unlimited repository.
Most widely accepted views of long – term memory structure assume we form some kind of
associative model. For example, the associative network memory model views LTM as a set of
nodes and links. Nodes are stored information connected by links that vary in strength. Any type
of information can be stored in the memory network, including verbal, visual, abstract, and
contextual. A spreading activation process from node to node determines how much we retrieve
and what information we can actually recall in any given situation. When a node becomes

41. activated because we‘re encoding external information or retrieving internal information from
LTM, other nodes are also activated if they‘re strongly enough associated with that node.
In this model, we think of consumer brand knowledge as a node in memory with a variety of
linked associations. The strength and organization of these associations will be important
determinants of the information we can recall about the brand. Brand associations consist of all
brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on
that become linked to the brand node.
We can think of marketing as a way of making sure consumers have the right types of product
and services experiences to create the right brand knowledge structures and maintain them in
memory. Companies such as Procter & Gamble like to create mental maps of consumers that
depict their knowledge of a particular brand in terms of the key associations that are likely to be
triggered in marketing setting, and their relative strength, favorability, and uniqueness to
consumers.
The buying decision process: The five stage model
Buyer decision processes are the decision making processes undertaken by consumers in regard
to a potential market transaction before, during, and after the purchase of a product or service.
More generally, decision making is the cognitive process of selecting a course of action from
among multiple alternatives. Common examples include shopping and deciding what to eat.
Decision making is said to be a psychological construct. This means that although we can never
"see" a decision, we can infer from observable behavior that a decision has been made. Therefore
we conclude that a psychological event that we call "decision making" has occurred. It is a
construction that imputes commitment to action. That is, based on observable actions, we assume
that people have made a commitment to effect the action.
In general there are three ways of analyzing consumer buying decisions. They are:
Economic models - These models are largely quantitative and are based on the assumptions of
rationality and near perfect knowledge. The consumer is seen to maximize their utility.
Psychological models - These models concentrate on psychological and cognitive processes such
as motivation and need recognition. They are qualitative rather than quantitative and build on
sociological factors like cultural influences and family influences.
Consumer behavior models - These are practical models used by marketers. They typically blend
both economic and psychological models.
Marketing scholars have developed a ―stage model‖ of the buying – decision process.

42. The consumer passes through five stages: problem recognition, information search, evaluation of
alternatives, purchase decision, and post purchase behavior. Clearly, the buying process starts
long before the actual purchase and has consequences long afterwards.
Consumers don‘t always pass through all five stages in buying a product. They may skip or
reserve some. When you buy your regular brand of toothpaste, you go directly from the need for
toothpaste to the purchase decision, skipping information search and evaluation.
1) Problem recognition
The buying process starts when the buyer recognizes a problem of need triggered by internal or
external stimuli. With an internal stimulus, one of the person‘s normal needs – hunger, thirst, sex
– rises to a threshold level and becomes a drive; or a need can be aroused by an external
stimulus. A person may admire a neighbor‘s new car or see television ad for a Hawaiian
vacation, which triggers thoughts about the possibility of making a purchase.
Marketers need to identify the circumstances that trigger a particular need by gathering
information from a number of consumers. They can then develop marketing strategies that
trigger consumer interest. Particularly for discretion purchases such as luxury goods, vacation
packages, and entertainment options, marketers may need to increase consumer motivation so a
potential purchase gets serious consideration.
2) Information Search
Surprisingly, consumers often search for limited amounts of information. Surveys have shown
that for durables, half of all consumers look at only one store, and only 30% look at more than
one brand of appliances. We can distinguish between two levels of involvement with search. The
milder search state is called heightened attention. At the next level, the person may enter an
active information search: looking for reading material, phoning friends, going online, and
visiting stores to learn about the product.

43. 3) Evaluation of Alternatives
How does the consumer process competitive brand information and make a final value
judgment? No single process is used by all consumers, or by any one consumer in all buying
situations. There are several processes, and the most current models see the consumer forming
judgments largely on a conscious and rational basis.
Some basic concepts will help us understand consumer evaluation processes: First, the consumer
is trying to satisfy a need. Second, the consumer is looking for certain benefits from the product
solution. Third, the consumer sees each product as a bundle of attributes with varying abilities
for delivering the benefits sought to satisfy this need. The attributes of interests to buyers vary by
product.
Consumers will pay the most attention to attributes that deliver the sought – after benefits. We
can often segment the market for a product according to attributes important to different
consumer groups.
4) Purchase Decision
In the evaluation stage, the consumer forms preferences among the brands in the choice set. The
consumer may also form an intention to buy the most preferred brand. In executing a purchase
intention, the consumer may make up to five sub-decisions: brand, dealer, quantity, timing, and
payment method.
5) Post purchase behavior
After the purchase, the consumer might experience dissonance that stems from noticing certain
disquieting features of hearing favorable things about other brands and will be alert to
information that supports his or her decision. Marketing communications should supply beliefs
and evaluations that reinforce the consumer‘s choice and help him feel good about the brand.
The marketer‘s job therefore does not end with the purchase. Marketers must monitor post
purchase satisfaction, post purchase actions, and post purchase product uses.

44. Following is a brief description of major health care companies:
1) Pfizer
Pfizer Incorporated is a pharmaceutical company, ranking number one in sales in the world. The
company is based in New York City, with its research headquarters in Groton, Connecticut. It
produces Lipitor (atorvastatin, used to lower blood cholesterol); the neuropathic
pain/fibromyalgia drug Lyrica (pregabalin); the oral antifungal medication Diflucan
(fluconazole), the antibiotic Zithromax (azithromycin), Viagra (sildenafil) for erectile
dysfunction, and the anti-inflammatory Celebrex (celecoxib) (also known as Celebra in some
countries outside the USA and Canada, mainly in South America).
Pfizer's shares were made a component of the Dow Jones Industrial Average on April 8, 2004.
Pfizer pleaded guilty in 2009 to the largest health care fraud in U.S. history and received the
largest criminal penalty ever levied for illegal marketing of four of its drugs. Called a repeat
offender, this was Pfizer's fourth such settlement with the U.S. Department of Justice in the
previous ten years.
On January 26, 2009, Pfizer agreed to buy pharmaceutical giant Wyeth for US$68 billion, a deal
financed with cash, shares and loans. The deal was completed on October 15, 2009.
Products
The following is a list of key prescription pharmaceutical products. The names shown are all
registered trademarks of Pfizer
Diflucan (fluconazole) for antifungal drug.
Ellence (epirubicin) for cancer and chemotherapy drug.
Eraxis (anidulafungin) for antifungal drug.
Exubera (inhalable insulin) for diabetes, and insulin therapies.
Genotropin (Growth hormone) for N/A.
Geodon (ziprasidone) for schizophrenia and bipolar disorder.
Inspra (eplerenone) for diuretics.
Lipitor, Sortis (atorvastatin) forcholesterol.

45. Lyrica (pregabalin) for neuropathic pain.
Macugen (pegaptanib) for N/A
Norvasc (amlodipine) for hypertension
Neurontin (gabapentin) for neuropathic pain.
Rebif (interferon beta-1a) for Multiple Sclerosis
Relpax (eletriptan) for including the sulfonamide group of migraine.
.

46. 2) GlaxoSmithKline
GlaxoSmithKline plc is a British pharmaceutical, biological, and healthcare company. GSK is
the world's second largest pharmaceutical company, by employees; and a research-based
company with a wide portfolio of pharmaceutical products covering anti-invectives, central
nervous system, respiratory, gastro-intestinal/metabolic, oncology, and vaccines products. It also
has a Consumer Healthcare operation comprising leading oral healthcare products, nutritional
drinks, and over the counter medicines. It is listed on the London Stock Exchange and is a
constituent of the FTSE 100 Index.
Products
NUTRITIONAL VENDING OTC

47. The company's products include:
Aquafresh
NiQuitin
Sensodyne
Goody's Powder
Panadol
Panadol night
Nicorette
Geritol
Gly-Oxide
Vesicare
Augmentin
Boost
Nicoderm
NiQuitin
Vesicare

48. 3) Novartis
Novartis International AG is a multinational pharmaceutical company based in Basel,
Switzerland, ranking number one in revenues, which accounted over $53 billion in 2008, and
number three in sales, which accounted 36.173 billon in 2008.
Novartis is one of the largest healthcare companies in the world and a leading giant among
pharmaceutical companies. Novartis manufactures drugs such as clozapine (Clozaril), diclofenac
(Voltaren), carbamazepine (Tegretol), valsartan (Diovan), imatinib mesylate (Gleevec /
Glivec),ciclosporin (Neoral / Sandimmun), letrozole (Femara), methylphenidate (Ritalin),
terbinafine (Lamisil), and others. Novartis owns Sandoz, a large manufacturer of generic drugs.
The company formerly owned the Gerber Products Company, a major infant and baby products
producer, but sold it to Nestlé on 1 September 2007.
Novartis is a full member of the European Federation of Pharmaceutical Industries and
Associations (EFPIA) and of the International Federation of Pharmaceutical Manufacturers &
Associations (IFPMA).
Products
Pharmaceuticals
§ Comtan- $420 M (2007)- Parkinson's disease
§ Diovan- $5.0 B sales[21] (2007)- Hypertension
§ Exjade- $357 M (2007) - Iron chelator
§ Femara- $937 M (2007)- Breast cancer
§ Gleevec- $3.1 B- for Chronic myeloid leukemia
§ Lescol- $665 M (2007)- cholestrol
Consumer health (OTC)
§ Benefiber
§ Buckley's cold and cough formula
§ Bufferin
§ Comtrex cold and cough
§ Denavir/Vectavir

49. 4) Amway
Amway is a direct selling company and manufacturer that use multi-level marketing to sell a
variety of products, primarily in the health, beauty, and home care markets. Amway was founded
in 1959 by Jay Van Andel and Richard DeVos. Based in Ada, Michigan, the company and
family of companies under Alticor reported sales growth of 2.3%, reaching US$8.4 billion for
the year ending December 31, 2009. Its product lines include home care products, personal care
products, jewelry, electronics, Nutrilite dietary supplements, water purifiers, air purifiers,
insurance and cosmetics. In 2004, Health & Beauty products accounted for nearly 60% of
worldwide sales. Amway conducts business through a number of affiliated companies in more
than ninety countries and territories around the world. It is ranked by Forbes as one of the largest
private companies in the United States and by Deloitte as one of the largest retailers in the world.
Products
Brands
Amway's product line grew from LOC, with the laundry detergent SA8 added in 1960, and later
the hair care product Satinique (1965) and Artistry (1968). Today Amway manufactures over
450 products, with manufacturing facilities in Ada, Michigan, China, and India, as well as
Nutrilite organic farms in California, Washington State, Mexico, and Brazil. In addition Amway
affiliates market products from hundreds of other manufacturers offering everything from books
(e.g. Barnes & Noble, North America) to wine (World of Wine, Europe).
Household cleaners
Amway is best known in North America for its original cleaning products, LOC, SA8 clothes
washing products and Dish Drops dish cleaning products. In the January 2007 issue of Consumer
Reports, SA8 with Bioquest was rated as the best performing laundry detergent, scoring 99 out
of a possible 100. Consumer Reports did however criticise SA8's pricing, which was disputed by
Amway. In 2008, Amway's cleaning products were named Favourite of Experts by an
independent consumer survey in Ukraine.
Health and beauty
The majority of Amway's sales today come from the Health & Beauty sector and in North
America the Amway Global/Quixtar website is ranked the #1 Health & Beauty website by
Internet Retailer. In South Korea Amway is ranked one of the top two companies in toiletries and
cosmetics.[citation needed] Amway's health & beauty brands include Artistry, Time Defiance,
Satinique, Tolsom, Body Series, Glister, Moiskin (South America), Nutrilite, Nutriway
(Scandinavia and Australia/New Zealand), eSpring, Atmosphere and iCook as well as XL and
XS Energy drinks.

50. 5) Johnson & Johnson
Johnson & Johnson is a global American pharmaceutical, medical devices and consumer
packaged goods manufacturer founded in 1886. Its common stock is a component of the Dow
Jones Industrial Average and the company is listed among the Fortune 500. Johnson & Johnson
is known for its corporate reputation, consistently ranking at the top of Harris Interactive
National Corporate Reputation Survey, ranking as the world's most respected company by
Barron's Magazine, and was the first corporation awarded the Benjamin Franklin Award for
Public Diplomacy by the U.S. State Department for its funding of international education
programs. A suit brought by the United States Department of Justice in 2010, however, alleges
that the company from 1999 to 2004 illegally marketed drugs to Omnicare, a pharmacy that
dispenses the drugs in nursing homes.
The corporation's headquarters is located in New Brunswick, New Jersey, United States. Its
consumer division is located in Skillman, New Jersey. The corporation includes some 250
subsidiary companies with operations in over 57 countries. Its products are sold in over 175
countries. J&J had worldwide pharmaceutical sales of $24.6 billion for the full-year 2008.
Johnson & Johnson's brands include numerous household names of medications and first aid
supplies. Among its well-known consumer products are the Band-Aid Brand line of bandages,
Tylenol medications, Johnson's baby products, Neutrogena skin and beauty products, Clean &
Clear facial wash and Acuvue contact lenses.

51. Various other products in different health care segments
Baby Care
§ JOHNSON‘S BEDTIM
§ JOHNSON‘S SOOTHING NATURALS
§ PRIM‘AGE
§ DESITIN
§ JOHNSON‘S HEAD-TO-TOE FRAGRANCE FREE BABY LOTION
§ PENATEN
§ NATUSAN
Skin & Hair Care
§ BEBE
§ CLEAN & CLEAR
§ PURPOSE
§ ROC
§ UPLIV: Stress Management Program
§ NEUTROGENA
§ JOHNSON‘S
§ SHOWER TO SHOWER
§ SKIN ID
§ VENDOME
§ AVEENO
§ LUBRIDERM
§ AMBI SKINCARE
§ PIZ BUIN
§ ROGAINE
Wound Care & Topicals
§ BAND-AID: Brand Adhesive Bandages
§ BENGAY
§ CALADRYL
§ PURELL
§ NEOSPORIN
§ CORTAID
§ SAVLON
§ COMPEED
§ TUCKS: Hemorrhoidal Ointment
§ DAKTARIN

52. Oral Health Care
§ LISTERIN
§ EFFERDENT
§ LISTERINE WHITENING
§ REMBRANDT
§ REACH
Women's Health
§ STAYFREE
§ MONISTAT
§ CAREFREE
§ K-Y
§ O.B.
Over-the-Counter Medicines
§ TYLENOL
§ SUDAFED
§ MYLANTA
§ ZYRTEC and ZYRTEC-D12-HOUR
§ MOTRIN
§ IMODIUM
§ PEPCID
§ NICORETTE
§ BENADRYL
§ ROLAIDS
§ DOLORMIN
Nutritionals
§ SPLEND
§ LACTAID
§ VIACTIV
§ SUN CRYSTALS
§ BENECOL

56. Additional info
Ayurvedic products
Herbal products
Medicines
Beauty equipment
Cosmetic & makeup products
Hair care products
Skin care products
Eye care products
Body care products
Medical equipment &supplies
Ear care products
Nail care
Baby care
Children care
Weight loss
Nursing products
According to American Marketing Association, ―Marketing Research is the function that links the consumer,

57. customer and public to the marketer through information-information used to identify and define marketing
opportunities and problems, generate, refine and evaluate marketing actions; monitor marketing performance;
and improve understanding of marketing as a process.‖
Marketing Research is systematic problem analysis, model building and fact finding for the purpose of importan
decision making and control in the marketing of goods and services.
Marketing Research is a well-planned, systematic process which implies that it needs planning at all the stages.
It uses scientific method. It is an objective process as it attempts to provide accurate authentic information.
Marketing Research is sometimes defined as the application of scientific method in the solution of marketing
problems.
Marketing Research plays a very significant role in identifying the needs of customers and
meeting them in best possible way. The main task of Marketing Research is systematic gathering
and analysis of information.
Before we proceed further, it is essential to clarify the relationship and difference between
Marketing Research and Marketing Information System (MIS). Whatever information are
generated by Marketing Research from internal sources, external sources, marketing intelligence
agencies-consist the part of MIS.
MIS is a set of formalized procedures for generating, analyzing, storing and distributing
information to marketing decision makers on an ongoing basis.
1. While Marketing Research is done with a specific purpose in mind with information
being generated when it is conducted, MIS information is generated continuously.
2. MIS is continuous entity while Marketing Research is a ad-hoc system.
3. While in Marketing Research information is for specific purpose, so it is not rigid; in MIS
information is more rigid and structured.
Marketing Research is essential for strategic market planning and decision making. It helps a
firm in identifying what are the market opportunities and constraints, in developing and
implementing market strategies, and in evaluating the effectiveness of marketing plans.
Marketing Research is a growing and widely used business activity as the sellers need to know
more about their final consumers but are generally widely separated from those consumers.
Marketing Research is a necessary link between marketing decision makers and the markets in
which they operate.
Marketing Research includes various important principles for generating information which is
useful to managers. These principles relate to the timeliness and importance of data, the
significance of defining objectives cautiously and clearly, and the need to avoid conducting
research to support decisions already made.
Marketing Research is of use to the following:-
1. Producers
a. To know about his product potential in the market vis-à-vis the total product;
b. New Products;

58. c. Various brands;
d. Pricing;
e. Market Structures and selection of product strategy, etc.
2. Business and Government
Marketing Research helps businesses and government in focusing attention on the
complex nature of problems faced by them. For example:
a. Determination of Gross National Product; Price indices, and per capita income;
b. Expenditure levels and budgeting;
c. Agricultural Pricing;
d. The economic policies of Government; and
e. Operational and planning problems of business and industry.
3. Market Research Agencies
Marketing Research is being used extensively by professionals to help conducting
various studies in Marketing Research. Most prominent agencies being:-
a. Linta India Ltd;
b. British Market Research Bureau (BMRB);
c. Hindustan Thompson Associate Ltd;
d. eSurveysPro.com;
e. MARG
Conclusion
As the new decade creeps in and the new century approaches, a time has
come to reflect upon and predict the consumer's behavior in the
marketplace. Many things have changed since the end of mass marketing
and the beginning of market segmentation. Under mass marketing, Henry
Ford gave the consumer the Ford in any color as long as it was black. After
World War II, marketers switched from making products they wanted to
make products the consumer wanted. Finding out what the consumer
wants to purchase and why, is what consumer behavior is all about.
Our theoretical models of how consumers make purchase decisions have
evolved from the economic paradigm of the 1940s, through the irrational
consumer of the 1950s and 1960s, to the information processor of the
1970s, up to the 1980s cognitive miser. Tomorrow's consumers will
undoubtedly have a distinctive theoretical decision model that will grow out
of the future decision making environment.
When it comes to healthcare product the consumer tends to react in almost
same manner as he reacts while purchasing any other product in the
market. But the new generation consumers tend to be more aware of the

59. products available in the market. They are aware of its features and know
exactly what they want. The health care can be roughly divided into two
sections namely, cosmetics and pharmaceutical products.
For the research I conducted a small survey to find out what scenario is
followed in Aurangabad when it comes to purchasing any health care
product. I found that, like any metropolitan city Aurangabad too has a wide
range of products which include foreign as well as Indian products. I had a
hypothesis in mind that mostly the foreign cosmetic products are preferred
than any local Indian product, which proved to be wrong. I was astonished
to hear that mostly people prefer Indian products as they suit their skin and
also have a good quality. I surveyed the major areas in Aurangabad which
are popular and mostly crowded. The survey involved a questionnaire
which had 8 questions with respect to the consumer’s behavior when he
purchases a health care product. The survey was conducted keeping in
mind the major retail sellers of health care products.
The retailers had one thing in common to say; now the price is not a major
issue for purchasing the product. They all agreed that the consumer is more
concerned about the quality and the brand name of the product than the
price. People are aware of all the brands available in the market and know
what to purchase. The retailers also believed that advertisements have a
major impact on the consumer and he demand what he had seen in an ad
on T.V. I must say that the companies advertising for their products are
gaining much attention in the market and are consumed more often.
The Indian healthcare sector can be viewed as a glass half empty or a glass
half full. The challenges the sector faces are substantial, from the need to
improve physical infrastructure to the necessity of providing health
insurance and ensuring the availability of trained medical personnel. But
the opportunities are equally compelling, from developing new
infrastructure and providing medical equipment to delivering telemedicine
solutions and conducting cost-effective clinical trials. For companies that
view the Indian healthcare sector as a glass half full, the potential
is enormous.
In Aurangabad the products of Himalaya, Johnson & Johnson’s, Hindustan
lever, Ponds, Lakme, Ayur, and Nisha herbal are more popular. It can be
seen that if a product gives good result the consumer is more attracted to it
and is willing to spend any amount to get it. My only suggestion to the
health care organizations is that they concentrate on the quality of the
product and advertise it as much as possible, and for sure the product will
be recognized and preferred over others.

62. biblography
Source: CRIS Infac, 2005 Emerging Market Report: Health in India 2007
http://www.cdc.gov/ncidod/dvbid/dengue/Emerging Market Report: Health in India 2007
Pandeya, Radhieka. ―Outside the Sick Bay,‖ Business Standard,
June 28, 2007Emerging Market Report: Health in India 2007