2. REPORT ON “Consumer Preferences of Hospitals among
Square, United, Apollo and Labaid.”
Prepared by:
Md. Asif Ullah Azad
NORTH SOUTH UNIVERSITY
SCHOOL OF BUSINESS AND ECONOMICS
Course: Marketing Management
3. PURPOSE & OBJECTIVES
Find out current practice in Hospitals .
Find out four hospital brand organizations and four attribute.
Find out there working process that makes the company success.
Recommend some area for further improvement.
4. LIMITATIONS OF THE STUDY
Limited time frame.
Insufficient time to gather detail information and analysis the
information.
6. Introduction
the last 47 years since independence Bangladesh has made lot of strides in the Health
Sector. Visibly there is proliferation in health infrastructures,
- medical colleges, medical university, private medical colleges, private clinics, private
hospitals, district hospital, rural health centers and community clinics. Many NGOs are
also engaged and contributing toward health care delivery system.
Hence, it is both critical and substantial to comprehend consumers’ emerging habits and
preferences in today’s hospital industry. The growing population in our country the number
of hospitals should be increased with enhanced technology. Though this is a very important
sector in our country, we selected this industry for our fulfillment of the course.
7. Objective of the Study
1. To analyze the consumer preference for brands hospitals.
2. To determine whether there is a significant difference between
preferences for features of hospitals.
3. To determine individual feature attitude for analyzing specific feature.
4. To recommend what strategy a market leader, challenger, follower
and Nicher should follow based on the analyzed results.
8. Methodology
The research methodology used to collect data and develop a model was,
Research design Fishbein model
Sampling technique Simple random sampling
Sample size 33 respondents
Method of data collection Primary data & Secondary
Instrument of data collection Questionnaire
9. Model Description/ Fishbein Model
To effectively present a product or brand, marketer continually refines their methods and
strategies. The ever-increasing competition for consumer attention leaves little room for error or
ineffective methods.
To best ensure positive results, it is imperative to use highly calculated and scientific methods.
One popular method often referenced in marketing strategy is the expectancy model/Fishbein
Model.
Formula
𝐴0 = 𝑏𝑖 . 𝑒𝑖
𝑛
𝑖=1
Where,
A= the attitude toward performing behavior
b= the strength of belief
e= the evaluation of the product
n= the number of beliefs
10. Brand Selection
Hospitals are a very important element of the health care system. In 2015 the total
number of hospitals in Bangladesh was 5816.
Among the myriad of hospitals we have chosen the best four are United, Apollo, Labaid
and Square. These four hospitals were chosen by the collective votes from the members
in the group.
11. Attribute Selection
From a patient’s perspective, the pivotal things that are mostly focused upon are:
Quality of Treatment
Location
Reputation
Service
12. Data Collection
Research includes gathering both primary and secondary data. The Primary data is
collected through survey by self-structured questionnaire.
For the questionnaire there are 16th close-ended questions done on a 5-point likers
scale.
The questions were developed according to the 4 brands and 4 attributes to
understand the attitude of the people towards each brand and their features, which
will help in developing an effective marketing strategy.
The sample size is 33. The secondary data’s are collected through different websites
and book.
13. Analysis and Findings
APPLYING EXPECTANCY VALUE MODEL TO THE
CHOICE OF A HOSPITAL
Evaluation
Criteria
Strength of
Beliefs
Square
Hospital
United
Hospital
Apollo
Hospital
Labaid
Hospital
Quality of
Treatment
4 3.61 3.55 3.48 3.23
Location 3 3.45 3.52 3.21 3.33
Reputation 1 3.94 3.70 3.73 3.52
Service 2 3.55 3.48 3.39 3.40
14. Consumers’ Attitude toward Hospitals
ASquare = (4*3.61) + (3*3.45) + (1*3.94) + (2*3.55) = 35.83
AUnited = (4*3.55) + (3*3.52) + (1*3.70) + (2*3.48) = 35.42
AApollo = (4*3.48) + (3*3.21) + (1*3.73) + (2*3.39) = 34.06
ALabaid = (4*3.23) + (3*3.33) + (1*3.52) + (2*3.40)= 33.23
Among the four attributes—Quality of treatment is most important to people while making a
choice among the hospitals. Based on evaluation, the strongest attribute is Reputation and
the weakest attribute is Location for the four selected hospitals.
Now, we have multiplied the quality levels with strength and added them up for each hospital.
On the basis of questionnaires, the highest score is, 35.83 for SQUARE. As a result, using
this judgment model, we would choose SQUARE.
15. Consumers’ Attitude toward Hospitals
This model is called compensatory because a shortfall on one attribute may be compensated by a
good rating on another attribute. In the above calculation example, SQUARE is actually as good in
terms of service as are APOLLO & LABAID , and not as good in terms of location as is UNITED,
but these short comings are more than compensated for by its superiority in Quality of Treatment.
So, SQUARE should be chosen if you choose hospital based on Quality of Treatment.
Based on the above results, we can conclude that SQUARE is the market leader since attitude
toward SQUARE is the highest among the attitudes toward the four selected hospitals.
Since attitude toward UNITED is the second highest, UNITED is the challenger and hence,
APOLLO is the follower and Labaid is the Nicher.
16. Recommendation
SQUARE, the market leader, can defend all the possible attacks by UNITED, APOLLO and
LABAID by adopting these defense strategies-
Position Defense: SQUARE is occupying the most desirable market place in consumers’
minds, making their brand almost impregnable. To be the market leader is a defense
strategy itself.
Flank Defense: SQUARE can attack UNITED, APOLLO and LABAID on their weak
attributes such as quality of treatment, service etc.
Preemptive Defense: SQUARE can attack UNITED, APOLLO and LABAID before they
attack SQUARE.
UNITED, the market challenger, can choose any general attack strategy and/or any specific
attack strategy to gain market share from SQUARE, the market leader.
17. Recommendation
General Attack Strategies:
1. UNITED can attack on quality of treatment aspect of SQUARE under flank attack.
2. UNITED can attack SQUARE from all aspects (attributes) under encirclement attack
Specific Attack Strategies:
1. UNITED can go for price discounts for medical services and attract consumers which will
help grabbing market share from SQUARE.
2. UNITED can provide improved medical services to attract more consumers.
