PREFACE

I had undergone partial training to familiarize the work of the aanchal fertility mother

care hospital. During the course of familiarization we learn about detail working of

hospital operation as well as the patient appraisal procedure. The aanchal fertility

mother care hospital as to comply with various statutory equipment of Register of co-

operatives also. We have also found that these compliances Ensure dieses control over

the hospital.

In the last part of report the author has also given some suggestion about the

corporation.

Acknowledgement

I express my sincere thanks to my project guide, Ms.SWATI JANGID, Designation

Assist. professor, for guiding me right from the inception till the successful completion of

the project. I sincerely acknowledge her for extending their valuable guidance, support

for literature, critical reviews of project and the report and above all the moral support

she had provided to me with all stages of this project.

I would also like to thank the supporting staff of my college Department, for their help

and cooperation throughout our project.

(SONAM VIJAY)

Name of the Students

INTRODUCTION TO THE INDUTRY

INTRODUCTION

Human lives weigh in the balance every day in hospitals. For hospital patients and their

families, the hospital experience is often a central point in their life –where their child

was born, their beloved died, where they received life-saving treatment, rejuvenating

therapy or care to overcome an episode of illness. The hospital is the setting of oft-told

tales among friends and family through the generations. It is no wonder that hospitals

are often used to depict human drama – and even comedy -- for popular consumption

across the panorama of entertainment media.

In reality, hospitals are the setting where cutting-edge medical advances relieve

suffering, and bring healing and even new life for those whom, even a few short years

ago, there would be little hope. Feather weight babies, born eight weeks prematurely

can now survive and even thrive. Minimally invasive surgeries allow patients to heal

quickly with less risk of complication, and speed their journey home. The evolving

science of organ transplantation brings a second shot at life for an increasing number of

people whose lives would otherwise be foreshortened.

Hospitals will have to meet the high expectations of the public and all stakeholders in an

increasingly challenging environment. There are many issues with which hospitals must

now contend. These include escalating health care costs that are no longer publicly – or

politically – tenable, changing trends in reimbursement for services, demands for

transparency of cost and quality data, and workforce shortages. At the same time, the

conditions and care needs of hospitalized patients are more complex. The rise in

patients with chronic illness, older age adults, and medical interventions and therapies,

are already influencing hospitals today and that influence will deepen well into the

future.

In the Constitution of India, health is a state subject. Central govt’s intervention to

assist the state govt is needed in the areas of control and eradication of major

communicable & non- communicable diseases, policy formulation, international health,

medical & Para-medical education along with regulatory measures, drug control and

prevention of food adulteration, besides activities concerning the containment of

population growth including safe motherhood, child survival and immunization Program.

The plan outlay for central sector health programme in the Annual Plans 1997-98 is

Rs.920.20 crore including a foreign aid component of Rs.400 Crore. A major portion of

outlay is for the control and eradication of diseases like malaria, blindness being

implemented under centrally sponsored schemes.

Another major component of the central sector health programme is purely Central

schemes through which financial assistance is given to institutions engaged in various

health related activities. These institutions are responsible for contribution in the field of

control of communicable & non-communicable diseases, medical education, training,

research and parent -care. 

In our project our focus has been the hospital sector.

The Hospital Industry

Some Facts  

India’s healthcare industry is currently worth Rs 73,000 crore which is roughly 4 percent

of the GDP. The industry is expected to grow at the rate of 13 percent for the next six

years which amounts to an addition of Rs 9,000 crores each year.   

The national average of proportion of households in the middle and higher middle

income group has increased from 14%  in 1990 to 20 % in 1999.

The population to bed ratio in India is 1 bed per 1000, in relation to the WHO norm of 1

bed per 300.

In India, there exists space for 75000 to 100000 hospital beds.

Private insurance will drive the healthcare revenues. Considering the rising middle and

higher middle income group we get a conservative estimate of 200 million insurable

lives.

Over the last five years, there has been an attitudinal change amongst a section of

Indians who are spending more on healthcare.

THE SERVICE MARKETING TRIANGLE:

Company : Here, the hospital is the company that dreams up an idea of

service offering (treatment), which will satisfy the customer’s (patient’s) expectations (of

getting cured).

Customer : The patient who seeks to get cured is the customer for the hospital as he is

the one who avails the service and pays for it.

Provider : Doctor, the inseparable part of the hospital is the provider, as he is the one

who comes in direct contact with the patient. The reputation of the hospital is directly in

the hands of the doctor. A satisfied patient is a very important source of word of mouth

promotion for the organization.

HOSPITAL

DOCTOR PATEINT

Classification of Hospitals

1. On the basis of the OBJECTIVE there are three types: -

A. TEACHING CUM RESEARCH: - For developing medicines and promoting

research to improve the quality of medical aid.

B. GENERAL HOSPITAL: - For treating general ailments.

C. SPECIAL HOSPITALS: - For specialized services in one or few selected areas.

2. On the basis of the OWNERSHIP there are four types:

A. GOVERNMENT HOSPITAL: - Which is owned, managed and controlled by

government .

B. SEMI-GOVERNMENT HOSPITAL: - Which is partially shared by the government.

C. VOLUNTARY AGENCY: - Also runs hospitals.

D. PRIVATE CHARITABLE: - Also runs hospitals.

3. On the basis of PATH OF TREATMENT there are:

A. ALLOPATH: - which is the system promoted under the English system.

B. AYURVED: - Which is based on the Indian system where herbals are used for

preparing medicines.

C. HOMEOPATH

D. OTHERS

4. On the basis of the SIZE there are:

A. TEACHING HOSPITALS: – Generally have 500 beds, which can be adjusted in

tune with number of students.

B. DISTRICT HOSPITAL: – Generally have 200 beds, which can be raised to 300 in

contingencies.

C. PRIMARY HEALTH CENTERS: – Generally have 6 beds.

7 Ps of marketing for hospitals

Product:

The service product is an offering of commercial intent having features of both

intangible and tangible, seeking to satisfy the new wants and demands of the consumer.

Hospital industry is action oriented and there is a lot of interaction with the customers

(patients). The service product of the hospitals normally have the following features:

o Quality Level: When we talk about marketing hospitals, it is natural that we are very

particular about managing our services in the right fashion. Supportive services play an

important role in improving the quality of medicare. These services which include

laboratory, blood-banks, catering, radiology and laundry, in a true sense determine the

quality of services made available by medical and para-medical personnel. They get a

strong base for treatment since the diagnostic aspect determines a direction. To get the

best result from OT, it is natural that equipments are properly sterlised. In addition, the

dresses and clothes are also required to be made bacteria free. The patients are

required to wear disinfected linen which should be made available. The radiology

department should have hi-tech facilities keeping in view the pressure of work. Of late,

we find sophisticated equipments and unless hospitals make the same services

available the same, the quality of services cannot be improved.

o Accessories: This is a very good way of segmenting customers. Many hospitals

provide additional services such as catering, laundry, yoga sessions, cafeterias, etc. for

the customers (patients) who are willing to pay extra. Hospitals have different wards -

General and Special. Certain hospitals provide services for the family members of the

patients (when they are not from the same city) – accommodation and catering.

o Packaging: It is the bundling of many services into the core service. E.g.: Apollo

hospital offers a full health check-up to the patients. Similarly other hospitals also offer

package deals for health check-ups. For example if a person has to undergo a bypass

surgery, he can pay a lump sum amount during admission, say rupees 1 lakh for all

procedures, tests, stay, etc, at once.

o Product line: hospitals through their services offer many choices to the patients and

cover a wide range of customer needs. For example: Apollo hospital has dental

department, cardiology department, etc. and within the dental department it has dental

surgery, root canal, etc.

o Brand name: The hospitals, to differentiate themselves, and their services from others

use a brand name. The intangibility factor of the service makes it all the more important

for the hospitals to do so.

Place

Under hospital marketing, distribution of Medicare services plays a crucial role. This

focuses on the instrumentality of almost all who are found involved in making services

available to the ultimate users. In case of hospitals the location of hospital plays a very

important role. The kind of services a hospital is rendering is also very important for

determining the location of the hospital.

E.g. Tata memorial hospital specializes in cancer treatment and is located at a centre

place unlike other normal hospitals, which you can find all over other places.

It can be unambiguously accepted that the medical personnel need a fair blending of

two important properties i.e. – they should be professionally sound and should have in-

depth knowledge at psychology. A particular doctor might be famous for his case

handling records but he may not be made available for all the patients because of the

place factor. Now in this case the service provided, that is the doctor may be a visiting

doctor for different hospitals at different locations to beat the place factors.

Unlike other service industries, under hospital marketing all efforts should be for making

available to the society the best possible medical aid.

In a country like India, which is geographically vast and where majority of the population

lives in the rural areas, place factor for the hospitals play a very crucial role. A typical

small village / town may be having small dispensaries but they will not have super

speciality hospitals. For that they will have to be dependent on the hospitals in the urban

areas.

People

Under hospital marketing the marketing mix variable people includes all the different

people involved in the service providing process (internal customers of the hospitals)

which includes doctors, nurses, supporting staff etc. The earliest and the best way of

having control on the quality of people will be by approving professionally sound doctors

and other staff.

Hospital is a place where small activity undertaken can be a matter of life and death, so

the people factor is very important. One of the major classifications of hospitals is –

private and government. In the government hospital the people factor has to be

specially taken care of. In Indian government hospitals except a few almost all the

hospitals and their personnel hardly find the behavioural dimensions significant. It is

against this background that even if the users get the quality medical aid they are found

dissatisfied with the rough and indecent behaviour of the doctors.

Under hospital marketing a right person for the right job has to be appointed and they

should be adaptable and possess versatility. The patients in the hospitals are already

suffering from trauma, which has to be understood by the doctors and other staff. The

people of the hospital should be constantly motivated to give the best of their effort.

Process

Process generally forms the different tasks that are performed by the hospital. The

process factor is mainly dependent on the size of the hospital and kind of service it is

offering. A typical process involved in a medium sized hospital can be as follows.

Apart from this flow there are other allied activities like record keeping administration at

services etc which fall under the process factor. These stages do not exist separately

but are interlinked. The most important elements are lines of communication within the

setup. The experience of the patient depends on the final interplay of all these factors.

Physical evidence

It does play an important role in health care services, as the core benefit a customer

seeks is proper diagnosis and cure of the problem. For a local small time dispensary or

hospital physical evidence may not be of much help. In recent days some major super

speciality hospitals are using physical evidence for distinguishing itself as something

unique.

Physical evidence can be in the form of smart buildings, logos, mascots etc. a smart

building infrastructure indicates that the hospital can take care of all the needs of the

patient.

Examples -

1. Lilavati hospital has got a smart building, which helps, in developing in the minds of the

people, the impression that it is the safest option among the different hospitals available

to the people.

2. Fortis and Apollo hospitals have a unique logo, which can be easily identified.

Physical evidence also helps in beating the intangibility factor.

Promotion:

Hospitals for promotion use either advertisement or PR or both after taking into

consideration the target customers, media type, budget and the sales promotion.

Since a few years the prime times in T.V. are reserved for advertising social issues like

family planning, use of different types of contraceptives, care for the girl child and so on.

These commercials use the common man approach for reference group appeal. In case

of health care products and services use for “common man” appeal is widely prevalent.

The use of celebrities is not as effective as that of a common man. An ordinary person

thinks that if it works well for people like him, it will also work equally well for him. The

identification with the common man is easy and quick.

Besides TV, other media of promotion are to be used innovatively. Unlike the urban

area, in rural areas newspapers and magazines do not have the same impact in

conveying messages. In villages, hoardings and wall writings near the markets and

recreation centers attract the attention of villagers. This market consists of 180 million

strong middle income group and a small income group. This group has a large

discretionary income.

These discerning consumers are very careful in choosing health care services. The last

decade has witnessed a health, appearance and nutrition conscious population.

The health care field has become very competitive. Although around one-fourth of our

population stays in urban India, three fourths of the total doctors have engaged

themselves in this part. Many of these doctors visit the contiguous rural areas, but they

may operate from the urban area. The patients of upper middle and upper income group

have a wide choice to make from a number of clinics and hospitals. Therefore, many

hospitals have abandoned traditions and adopted marketing strategies to woo more and

more patients to their clinics.

Word-of-mouth plays a very important role in promotion of hospitals. A person in need

of a health care service does not know for sure where to search for relevant information.

He consults his family members, relations and friends first. The patients who come to a

hospital generally have the old patients of that hospital as referrals. Word-of-mouth

plays an important role during information acquisition stage of the customers as there

are no objective performance measures to judge the various alternatives available to

them. Therefore, satisfied past patients of a hospital can bring more number of patients

to that hospital than a number of advertisements.

In a competitive market place, the images of the firms swill affect their competitive

standing. One factor that is likely to have a significant impact on the health care scene

is the growth of hospital chains such as Apollo Hospitals, Birla Health Centres ,etc.

Artificial heart transplants and other complex operations although are few in number

and generate a small portion of the total revenue, they help in generating word-of-

mouth which health care providers are actually interested. Many of these companies are

spending a lot in corporate advertising for Image building.

Marketing hospitals

“Marketing in Hospitals is unethical” was the frequent refrain in the eighties, when very

few hospitals realized that it was necessary to incorporate marketing as an integral

function in the hospital operations. But the major argument at that time lay in

understanding whether this professional orientation was really required for its viability,

profitability and sustainability. This argument however became favorable in the late

nineties as corporate companies like Wockhardt and Max India started venturing into

the hospital industry, apart from the ongoing mergers and acquisitions that were already

taking place at that time. Even the TPAs started building tie-ups with corporate clients

and there was already an abysmal utilization of resources in the existing hospitals. In

addition to the above a major factor that contributed to the acceptance of marketing in

hospitals was an increase in the delivery of services.

‘Perception of patients’ was another important consideration for hospitals, as they felt

that the patients would take them as profit oriented organization rather than service

oriented organization. Ultimately, marketing was accepted only by a few while the

others discarded the concept. Hospitals who accepted marketing also carried out their

functioned by concentrating around corporate clients. Lately it has been felt that many

Indian hospitals have a dilemma regarding the functions of marketing. In an era where

hospitals are experiencing a major shift in their clientele, they are worried more about

the patients’ perception of hospitals and therefore the concept of brand restructuring

and brand engineering is vital.

As hospitals spend millions of rupees in technology and infrastructure, it becomes

necessary, that they attract patients and generate funds. In order, to do the same, the

hospitals follow various marketing and brand building exercises. Some of them are

listed below:

Many hospitals have eminent personalities from the industry in their Board of trustees.

This indirectly leads to increase in, inflow of patients, working in the companies of these

Trustees. Besides the presence of eminent personalities creates a sense of confidence

in the minds of people.

Private hospitals can attract their shareholders by offering discounts. For example,

a special discount of 20 % on all preventive health checks is offered to all shareholders

of Apollo Hospitals Limited.

Hospitals have long-term understanding with PPO’s (Preferred Provider Organization),

which further have understanding with corporate. Any case of sickness found in the

employees of these corporate refer them to the PPO’s , which further sends them to the

hospital for check-ups and treatment.

The success rate of crucial operations and surgeries, reflect the technological and

knowledge- based edge of the hospital over the competitors. Such successes are

discussed in health magazines and newspapers, which becomes a natural advantage

for the hospital.

Some hospitals by means of their past track record have created a niche market for

themselves. For example, Hindu Hospital is known for its high-quality healthcare at

reasonable rates, whereas Lilavati Hospital is known for its five-star services.

Hospitals hold seminars and conferences relating to specific diseases, where they invite

the doctors from all round the country, for detailed discussion. This makes the hospital

well known amongst the doctors, who could in future refer complicated cases to the

hospital.

Hospitals can also promote medical colleges. This helps them to generate extra

resources in form of fees, using the same infrastructure.

I’S OF HOSPITAL INDUSTRY

INTANGIBILITY

Intangibility indicates that the service has no physical attributes and as a result,

impossible for customer to taste, hears, feel or smell before they actually use it. Hospital

industry is where the customers (patients) get treated for physical problems they have.

The customers can’t really realize the service provided until they get well. For this they

have to provide good supplementary services. The only way they can provide tangible

clues to make the service provided a success. For e.g. the hospitals provide extra

facilities like television, or then friendly personnel’s can make a difference.

INCONSISTENCY

It’s also referred to as heterogeneity or variability. The inconsistency occurs largely

because of different service providers perform differently on different

occasions.Interaction between customer and provider may vary from customer to

customer. Standardization is hard to maintain. Every doctor is not the same and may

not give the same diagnosis. Also a patient may not each diagnosis in a different way.

Also since the quality of work done can be determined only after the service is

performed the providers have to be well trained in case of performing the service

process.

I

INSEPARABILITY

Inseparability means that the service cannot be separated from the creator-seller of the

service. In fact there are many services which are created, delivered and consumed

simultaneously through interaction between customer and service producers. Here too

the customer, i.e. the patient has to come up to the hospital to get the treatment. The

customer has to be present when the service is performed. In fact in case of hospitals

the service is created and delivered simultaneously. The type of service to be provided

depends on the customer. 

INVENTORY

Services cannot be easily saved, stored or inventoried. This is all due to the perishable

nature of the services. Also there’s cost also associated with the carrying of inventory.

Here the costs are more subjective and are related to capacity utilization for e.g. if a

doctor is available but there’s no patient during that period, the fixed cost of the idle

physicians salary is a high inventory carrying cost. Also due to demand fluctuations the

services cannot be stored. E.g. there’s a lot of rush at the dentists clinic in December

and January as that’s the time when there are lots of tourist visiting India.

OPPORTUNITY

Healthcare delivery is one of the largest service sector industry in India

World-class healthcare facilities are available in India

OUTLOOK

The industry is expected to grow to US$79 billion by 2012

Medical tourism is expected to become a US$2.2 billion industry by 2012

POTENTIAL

Increasing health awareness: share in total private consumption expected to increase

by 10%

Increasing penetration of health insurance

Rapid growth in private sector companies owning and managing hospitals

High-growth in medical tourism

Cost of comparable treatment is on average 1/8th to 1/5th of those in western countries.

Opportunities exist in multiple segments along the value chain

Service providers: curative and preventive in primary, secondary and tertiary care.

Infrastructure: hospitals, diagnostic centres

Health insurance: less than 10% of the population is covered by health insurance.

INTRODUCTION TO THE ORGANIZATION

GT GROUP OF COMPANIES

With an objective of providing employment oriented training programmes in computer

Hardware & networking GT group has launched GT Computer Hardware Engineering

College (P) Ltd. in 1994.

Currently, with more than 70 centers all over India GT is the largest ISO

9001:2000 certified vocational training company, having academic alliances with the

global IT firms & organizations. GT group is a technical conglomerate consists of

various divisions like GT Radio TV Training Centre, GT Publication, GT Computer

Hardware (P) Ltd. and GT Link International.

DIRECTOR DESK

“Success is a journey, not a destination”

Success is basically what, when opportunity meets preparation. Apparently for

consistent success one should have an eye on opportunities and then to start the

preparations accordingly. Now whether it will be a success or a failure depends all on

your preparations and if you have a committed team of people it will definitely be a

success. Rapid changes have been taken place as far as technical advancements and

engineering are concerned within two decades. We at GT are always committed to

incorporate all such advancements not only for the growth of the organization but also

to serve the society as a whole.

When an organization expands itself in multiple facets, then the responsibilities also

shoot up to an extent that you have to fulfill the expectations of all those who have

generated faith on you. Through this annual magazine “Yatharth” what we reveal is the

quantitative and qualitative analysis of our achievements in a year gone by.

Journey continues.

Mr. Siddharth Gupta 

VISION

To qualitatively develop highly skilled, competitive and industry oriented manpower that

can cater the entire technical world and acquire a highly respectable position globally.

MISSION

To innovatively upgrade the training, education and development pathway along with

the technical advancement through the core competency of the electronics background

as per the industry demand and set quality standards.

COMPANY PROFILE

Mr.S.K.Gupta, now Chairman & MD, GT Group in 1980 started with an

institute"GT Radio TV Training Centre". With an idea to provide self-employment, Mr.

Gupta set this institute to train students into basic house wiring to electrical fittings to the

maintenance of the then common household electrical and electronic devices like radio

and television.

Gradually with increased success, the institute kept reckoning its horizons and today

with its widespread Electrical Division, GT trains students into complete electrical

engineering now also with refrigeration, air conditioning, washing machines,

pumps and industrial electric appliances like control panels etc 

Today, with a distinct Electronic Division, GT trains students into basic electronics like

diodes, transistors, integrated circuits and progressively trains the students into color

television to analog, digital and microprocessor based circuits like emergency lights

telephone systems, STD/PCO machines, EPBX systems, to the most complicated

circuits like digital music system, VCD and DVD players., mobiles, colour labs,

electronic weighing machines etc.

In 1984, GT started with a monthly bulletin. Its tremendous response

prompted GT to start its Publication Division in 1984. Today GT publications

has over 450 volumes in various subjects both in English and Hindi read by

more than 10,00,000 readers across the country & abroad. This division today

commands a network of 850 dealers and distributors across India &

neighbouring countries.

Driven by continuing updation and ongoing response, GT started with

Computer Hardware Division with the name of GT Computer Hardware

Engineering College (P) Ltd. in 1994 under the guidance of Mr. Siddhartha

Gupta, an Electronics & Telecom Engineer. Today, GT Computer Hardware

Engineering College offers the students the best curriculum and unparalleled

methodology; it provides the students with the best placement opportunities in

industry in India and abroad. Our mission and goals are to provide quality

programs that are sound in concept and implemented by competent and dedicated

faculty geared to serve those seeking a solid foundation. 

GT Link International is the new venture of GT group started in the current year 2006 for

the distribution of mobile products in India through their distribution network. Within a

very short span of 3 months more than 13 distributors and 26 dealers of Rajasthan

have joined the network. Expansion in MP, UP, Punjab & Haryana has been planned

and within a year this network will be established all over India. This division covers the

distribution of Books, documentation and diagrams for Mobiles along with Instruments

for Software, Devices and Tools for repairing, Accessories, Batteries and Travel

Charger. The consignment of the products has been imported from China under the

said division.

ALLIANCE

GT has collaborated with redhat for its courses like RHCT

(Red Hat Certified Technician) & RHCE (Red Hat Certified Engineer) the most

respectable internationally recognized certification. The curriculum covers RH033 - Red

Hat Linux Essentials, RH133 - Red Hat Linux System Administration & RH253 - Red

Hat Linux Network & Security Administration.

GT Link is the collaborative effort of GT Export and Guangzhou Link

Electronic Technology Co. Ltd for the distribution of technical products, technical books

and documentation diagrams related to Computer Hardware, Mobile phone, Data

Transmission and Software Repair in the Indian subcontinent through their distribution

network. The joint effort is in the direction with a dream of cohesion of technical and

domain expertise from two entirely different continents of diversified cultures and

environment with a vision of bringing new technologies in the developing markets of

Asian countries.

QUALITY POLICY

“ To Provide most-progressive and industry specific technical & professional training oriented

towards current employment needs."

Standards we keep to manage our business .The Quality Management Systems established by the institution has been compliant with ISO 9001 :2000.

The scope of the certification includes the courseware design, development and conduct of the short term, career and occupational (technical/professional) courses in Electrical, Electronics and Computer Hardware including repairing & servicing.

GROUP CORE VALUES

FUTURE CENTRIC

To be a preferred brand in the field of technical education by creating a benchmark process in upgrading and spreading technical knowledge.

RESPECTWe honour the rights and beliefs of our fellow associates, our customers and our stake holders. GT group believes in treating others with the highest degree of dignity, equality and trust.

TEAM WORKGT group promotes and supports a diverse, yet unified team. We work together to meet our common goals through conscious efforts and teamwork.

ACCESSIBLEGT group ensures accessible, value for money services that meet people's needs.

LINKS IN THE CHAIN

2009: Alliance with Prometric & Launch of Mother care Hospital.

2007: Alliance with PEARSON VUE for testing centers

2006: Launch of GT Link International & International Certification

2005: Windows 2003, Netware 6.X, CD writer, CCNA

2004: Laptop Maintenance

2003: Mobile Phone Repairing

2002: Scanner, Zip Drive, Unix, Linux, WAN

2001: UPS, CD Player, Inkjet Printer, Laser Printer, NT

2000: Domestic Equipment & Refrigeration

1999: Cyber Technology

1998: Networking (Novell)

1997: Telecom Engineering

1994: Launch of GT Computer Hardware Engineering College (P) Ltd.

1992: Satellite Technology

1987: Video Camera

1986: VCP/VCR

1985: Colour TV

1984: Launch of GT Publication

1983: Solid State B/W TV

1982: Hybrid B/W TV

1980: Launch of GT Radio TV Training Centre

AANCHAL MOTHER CARE AND FERTILITY HOSPITAL

The aanchal hospital was established on 31st may 2009 jaipur.

Aanchal Fertility & Mother Care Hospital is committed to delivering most modern medical expertise with utmost care and believes in maintaining positive outlook. At Aanchal people believe in enveloping the care-seekers with warmth and understanding.

The Hospital is furnished with most modern equipment and the care-givers are most competent set with finest expertise in the field. Aanchal offers the best services in mother care and fertility with most-updated technology and modern infrastructure.

Our Vision

To become the most trusted name for reproductive healthcare and well-being.

Our Mission

To provide state-of-the-art Healthcare and Medical Infrastructure and attain excellence in providing best health care services to community.

Promoters

Aanchal is promoted by GT Healthcare Trust and is a venture of the GT Group. GT

Computer Hardware Engineering College, a flagship company of GT Group, is India's largest certified vocational training institute with over 120 centres all over the country.

INTRODUCTION OF AANCHAL HOSPITAL, JAIPUR

Aanchal is a venture of GT group of companies, that is related to maternity and fertility

which provides advanced treatment to related patients. It is inaugurated on Aanchal is

situated in chandpole at Jaipur .It’s main objectives is to provide best facility at minimum

cost to the patients. It introduced CASA (computerized analysis of sperm) technology

first time in Rajasthan that is advanced technology in fertility. This hospital is fully AC.

Aanchal hospital has expert team of doctors who has specialization in gynecology,

pediatrics, radiology, sonography and general medicine. These doctors have

experience of more than 10 years.

This fertility centre has objective to find out the reasons of unproductivity with the help of

IVF and CASA technology. This hospital is full of facilities for the taking care of mother

and baby. The unique feature of this hospital is that it has pink color everywhere that is

the symbol of new born baby. There are three wards in this hospital which are named

as Semi Deluxe, Deluxe and Super Deluxe.

Semi Deluxe: - This ward has 14 comfortable beds.

Deluxe: - This ward has 7 rooms and one bed and one convertible chair in each room.

Super Deluxe: - This ward has 4 rooms and 2 beds in each room one for patient and

one for attendant and a small freeze.

This hospital has 4 OPD’s 2 Operation theatre and IVF(in vitro fertilization) has its

separate operation theaters and there are all new machines and equipments in the

operation theaters and just after the operation theater there was recovery room where

patient is taken after the operation. In this hospital 10-15 LCD TV are equipped and by

which knowledgeable topics things are shown to the pregnant ladies and operation

procedure.

Aanchal hospital is on the introduction stage and in marketing four stages are exist. On

the basis of these stages strategies can be made regarding advertisement and researsh

So these stages can be understood with the help of PLC (product life cycle model)

which is given below.

PRODUCT LIFE CYCLE (PLC): -

Above all activities are the basic things, which are essential for the marketing so after

identifying the market and customer for Aanchal hospital. Aanchal hospital is on

introduction stage. Actually in marketing there is four stages for PLC (product life cycle),

which are as follows: -

1. Introduction stage

2. Growth stage

3. Maturity stage

4. Declining stage

So this hospital is at introduction stage so the right strategy in that stages is more

advertisement and build the brand so at this stage expenses will be very high and the

right strategy is to promote the brand as much as possible so that people could get to

know about the AANCHAL (brand). The main motive is behind to create the image in

people’s mind and can make them sure that this is the right place to start a new joy. So

it is very difficult to make the profit at this stage.

And if we talk about the GT GROUP than it is at growth stage it is growing and people

know that GT is for computer education, which is in hardware, and networking and

growing rapidly.

It is a venture of GT group of companies trust and if we talk about the GT group of

company than it Is on growing stage that’s why it is expanding its business further in

various segment as in hotel industry and in healthcare segment (Aanchal) so it is on the

growth stage and if we talk about the Aanchal mother care and fertility hospital than with

help of PLC model.

It is mentioned PLC model in which It is written that at introductory stage of any

business or product than there will be BEP or loss or minor profit could occur. So It can

be understood with the help of above graph that introduction stage an organization

could be on the losses or minor profit or at BEP level and after some time when an

organization starts working than it sharply earns good profits.

Main important thing is that for such time either firm earns profit or mostly at BEP level

but after some time people becomes aware about the product and give the response to

it and like the quality than it earns good profits in future.

Next is that an entrepreneur has a patience in that time and all he must be aware about

the product and what’s happening around the business must be known about all. And

he has to take care so many things, which are as follows-:

1. Must be aware about the new venture

2. Having all knowledge about that same industry

3. Keen regarding take the decisions

4. Have patience during the loss time

5. Take care of advisements of that product

6. Have keen eye on the competitors

7. Must be fair price of the product

Aanchal mother care and fertility hospital’s CEO Mr. Siddhartha gupta is so eligible in

terms of taking the decisions. He meets personally with all employees who are working

in the Aanchal mother care and fertility hospital and shared his thought with the

management trainees so have the all information regarding the competitors and take

quick decisions.

So it is true that Aanchal mother care and fertility hospital will definitely get the success

in the coming time though the health care sector will be on boom in future.

RESEARCH METHODOLOGY

MEANING

Research Methodology is a systematic design collection, analysis and reporting of data

and findings relevant to specific marketing situation facing the company.

A company can hire the services of a marketing research or conduct research in

creative and affordable way such as:-

1. Engaging assistant professor or student to design and conduct studies. GT group of

companies hire summer trainees from management institutions of cost effective

marketing research of new product ( AANCHAL HOSPITAL).

2. Monitoring published information and actions systematically his may done by examining

newspapers, websites, industry reports and by visiting competitive outlets.

RESEARCH PROCESS

TITLE OF THE STUDY

Study of consumer behaviour with reference to health products.

INTRODUCTION TO THE PROJECT:

CONSUMER BEHAVIOUR:-

“The behavior that consumer display in searching for, purchasing, using, evaluating and

disposing of products and servicer that they expect will satisfy their needs….”

It is the study of when, why, how, what, and where people do or do not buy products.

This study is based on consumer buying behavior, with the customer playing the three

distinct roles of user, player and buyer.

The term consumer behavior describes two different kinds of consuming entities:-

consumer behaviour

personal consumer organizatinal behaviour

The personal consumer buys goods and services for his own use, for the use of

household, or as a gift for a friend. The organizational consumer includes profit and not

for profit businesses, government agencies (local, state, national) and institutional all of

which must buy products, equipment, and services in order to run their organizations.

Healthcare is relatively insulated from the current downturn because of a high

proportion of elderly among the population; they are wealthier than previous generations

and more health-conscious. In addition, there is an increasing trend for home-based,

individual and long-term care which leads to higher demand for medical and healthcare

products and services, regardless of the economic climate.

To be sure, people will still get sick and require medical care regardless of the state of

the economy. Yet the inclination towards back to basics has an impact on consumer

behavior. To scale back expenses, consumers are looking for self-care health products,

such as thermometers and blood pressure monitors. They also tend to favor over-the-

counter medicines at the expense of prescription drugs, while relying more on disease

prevention medicines like vitamins. Meanwhile, there emerges a budding trend towards

advanced mother care products, which may provide a buffer to the health of a pregnant

lady.

Some factors on which consumer behavior depend:

1. Consumer Perception

2. Consumer Attitude formation

3. Consumer Influencing factors

CONSUMER PERCEPTION

Individual acts and react on the basis of their perceptions, not on the basis of objective

reality. For each individual, reality is a totally personal phenomenon, based on that

person’s needs, wants, values and personal experiences. Thus, to the marketer,

consumers’ perceptions are much more important than their knowledge of objective

reality. For if one thinks is so, that affects their actions, their buying habit, their leisure

habits, and so forth. And because individuals make decisions and take actions based on

what they perceive to be reality, it is important that marketers understand the whole

notion of perception and its related concepts to more readily determine what factors

influence consumer to buy. Before the introduction of IVF TECHNOLOGY consumer

has no idea about the product. Because Mr. SIDDHARTH GUPTA understood the

behavior of consumer, it provided the company with a way to interpret the new offering

in a manner congruent with their needs, which anybody else failed to do so for the same

product.

QUESTIONNAIRE

1. Is brand name of a hospital is your first priority?

a) Yes

b) no

c) Neutral

2. Does satisfaction matters you for the health product?

a) Yes

b) no

c) neutral

3. Is private hospitals are better than government hospitals?

a) Yes

b) no

c) neutral

4. Do you prefer quality hospitals?

a) Yes

b) no

c) neutral

On the basis of my survey, I have given some grading according to the perception of

consumer in the area where I have studied.

GRADING

1 2 3 4 5 6 7 8 9 10

YES NO NEUTRAL

SAMPLE SIZE: - 50

AREA NAME

PERCEPTION RAJA PARK

BAJAJ NAGAR

GANDHI NAGAR

MALVIYA NAGAR

MANSAROVAR

BRAND NAME

1 - 3 7 - 10 7 - 10 1 - 3 4 - 6

SATISFACTION

1 - 3 1 - 3 1 - 3 1 - 3 1 - 3

GOVERNMENT /PRIVATE HOSPITAL

1 - 3 4 - 6 4 - 6 4 - 6 4 - 6

QUALITY 1 - 3 1 - 3 1 - 3 1 - 3 1 - 3

CONSUMER ATTITUDE FORMATION

To get to the heart of what is driving consumers’ behavior; attitude research has been

used to study a wide range of strategic marketing questions. For example, attitude

research is frequently undertaken to determine whether consumers will accept a

proposed new – product idea, to gauge why a firm’s target audience has not reacted

more favorably to its new promotional theme, or to learn how target customers are likely

to react to a proposed change in the firm’ s packaging design. Firm also regularly gauge

reactions to their latest advertising and other marketing messages designated to form

and change consumer attitudes. All these marketing activities are related to the

important task of impacting consumers’ attitudes.

QUESTIONNAIRE

1. Do your buying decision depend upon religious factor?

a) POSITIVE

b) NEUTRAL

c) NEGATIVE

2. Are you often aware about the newly launched hospitals?

a) POSITIVE

b) NEUTRAL

c) NEGATIVE

3. Do you visit newly launched hospitals?

a) POSITIVE

b) NEUTRAL

c) NEGATIVE

4. Do you consult with your family for before visiting hospitals?

a) POSITIVE

b) NEUTRAL

c) NEGATIVE

5. Do you see the cost before your decision towards hospitals?

a) POSITIVE

b) NEUTRAL

c) NEGATIVE

Grading according to the consumer attitude in the respective areas.

GRADING

1 2 3 4 5 6 7 8 9 10

POSITIVE NEUTRAL NEGATIVE

SAMPLING SIZE : - 50

AREA NAME

ATTITUDE RAJA PARK

BAJAJ NAGAR

GANDHI NAGAR

MALVIYA NAGAR

MANSAROVAR

RELIGIOUS FACTOR

4 – 6 1 -6 1 -6 4 – 6 1 -6

AWARENESS 1 - 6 1 -6 1 -6 1 -6 1 -6

NEW NAME 1 - 6 4 - 6 4 - 6 4 - 6 4 - 6

FAMILY FACTOR

4 - 10 1 -6 1 -6 4 - 10 1 -6

COST 7 - 10 1 - 6 1 - 6 1 - 6 1 - 6

CONSUMER INFLUENCING FACTORS

Marketer may have divergent goals with regard to consumer conformity. Some

marketers, especially market leaders, are interested in the ability to change consumer

attitudes and behavior by encouraging conformity. To be capable of such influence, they

must accomplish the following:-

1. Inform or make the individual aware of a specific product or brand.

2. Provide the individual with the opportunity to compare his or her own thinking with the

attitudes and behavior.

3. Influence the individual to adopt attitudes and behavior that are consistent with the

norms.

4. Legitimize the decision to use the same products.

In contrast, marketers, especially those responsible for a new brand or a brand that is

not the market leader, may wish to elect a strategy that asks consumers to strike out

and be different and not just follow the crowd when making a purchase decision.

factors which affect the consumer behavior are:-

REFERNECE GROUP

FAMILY

OPINION LEADER

CULTURE

MEDIA

QUESTIONNAIRE

a. How much your reference group influence your behavior towards health products?

b. How much your family influence your behavior towards health products?

c. How much your opinion leader influences your behavior towards health products?

d. How much your culture influences your behavior towards health products?

e. How much media influence your behavior towards health products?

SAMPLE SIZE : 50

AREA NAMEINFLENCING FACTOR

RAJA PARK

BAJAJ NAGAR

GANDHI NAGAR

MALVIYA NAGAR

MANSAROVAR

REFERENCE GROUP

10% 20% 20% 20% 10%

FAMILY 20% 30% 30% 20% 30%

OPINION LEADER

20% 10% 10% 10% 10%

CULTURE 10% 20% 20% 20% 30%

MEDIA 40% 20% 20% 30% 20%

DURATION OF THE PROJECT

Training was of 40 days

OBJECTIVE OF STUDY:

To know about hospital industry and know about its working..

To find out the Services provided by the hospitals in Rajasthan.

To analyze the consumer behavior towards the services offered by various hospitals.

To assess brand awareness among consumer while selecting health products.

To bring out empirical analysis of the consumer behavior with regard to various

important phenomenon such as brand loyalty, brand satisfaction, brand switching,

decision maker in the family and influence of the family member friends, relatives in

decision.

TYPE OF RESEARCH RESEARCH

EXPLORATORY DESCRIPTIVE

EXPLORATORY RESEARCH: These studies enhances the research familiarity with the problem under consideration. He main purpose of such studies is to determine the general nature of the problem and variables related to it and then to develop the working hypotheses and exploration of plausible solutions from an operational point of view.

DISCRIPTIVE RESEARCH: these design are used for some definite purpose. These design try to find out a complete and accurate description of a problem situation by providing specified method for selecting the sources of information and procedure for collecting data from these sources.

OUR RESEARCH WAS DESCRIPTIVE RESEARCH

SAMPLE

What is the sample?

Sample is the part of population or subset from a set of units which is provided by some

process, usually by a deliberate selection with the objective of investigating the

properties of the parent population or set. Samples collected of hospitals, medical hall

and diagnostic centers and future prospective in that particular area.

Objectives of selecting samples:-

Sample size

Sample should be of proper size if the sample is either too small or too big it shall make

study difficult. So sample should be of proper size from the particular area so the

estimation becomes almost correct according to the sample. Small sample also not

good because one can not take decision by fewer samples.

Time factor

Time limitation for the collection of samples also big issue so limited areas should be

chosen and take the sufficient sample by which researcher can reach on the particular

conclusion. Decision maker also have limited time frame to take the decision so time

important for the collecting the sample. Sample must be taken according to the time

framework.

Analysis of data

From the samples gathered by researcher statistics is calculated and analyzed. This

statistics is used as an estimate of the population parameters or our future prospects.

So by this researcher can make better marketing strategies to approach the resulted

areas so that Aanchal can take it’s over there.

Comparison with other players of industry

After analyzing the data Aanchal can compare its services, presence, marketing

strategies and no. of customer addition.

SAMPLING PLAN: After deciding on the research approach and instruments, the

marketing researcher must design a sampling plan.

This calls for three decisions:-

SAMPLING UNIT: Who should we survey?

SAMPLE SIZE: How many people should we survey?

SAMPLING PROCEDURE: How should we choose the respondents?

SAMPLE SIZE AND METHOD OF SELECTING SAMPLE

SAMPLE SIZE : 100 PEOPLE

METHOD OF SELECING SAMPLE:

Simple, stratified random sampling & cluster (area) sampling.

.

DATA TYPE : Primary data

PRIMARY DATA : Primary data are generated in an investigation according to the needs of the problem in hand. In the case of primary sources more efforts and thinking is required for designing data collection procedure.

SIMPLE RANDOM SAMPLING

EVERY MEMBER OF THE POPULATION HAS AN EQUAL CHANCE OF SLECTION.

STRATIFIED RANDOM SAMPLING

THE POPULTION IS DIVIDED INTO MUTUALLYY EXCLUSIVE GROUPS (AGE) AND RANDOM SAMPLE ARE DRAWN FROM EACH GROUP.

CLUSTER (AREA) SAMPLE

THE POPUATION IS DIVIDED INTO MUTUALLY EXCLUSIVE GROUP(AREA WISE).

PRIMARY DATA COLLECTION METHOD

REACTIVE NON – REACTIVE

QUESTION- INTERVIEW OBSERVE USED

NAIRE MATERIAL

QUESTIONNAIRE :- A questionnaire consists of a set of question presented to respondent. Because of its flexibility it is by far the most common instrument used to collect primary data.

INTERVIEW :- Interviewing is the most versatile method. The interviewer can ask more question and record additional observation about the respondent such as dress and body line.

SCOPE OF STUDY

A manager through research, can quickly get the knowledge of the current scenario

pertaining to a given problem, which improves his information base for making sound

decisions that may affect the future of the organisation’s various operations. The

following are the major areas in which research plays a role in taking effective

decisions.

1) Financial Management:- This is one of the most pivotal functional areas of

management as efficient utilization of a business enterprise directly relates to the

effectiveness of the enterprise. Financial management is now concerned with:

Determining financial needs

Raising funds at minimum cost

Making optimum allocation of funds

Developing control tools for financial performance

preparing financial data for decision- making

2) Production Management:- production means the conversion of input in the form of raw

materials, with the aim of machines, to output in the form of goods of services by the

use of manpower. Frederic. W.Taylor advocated the use of scientific methods for

determining methods of production in the early part of the present century. Currently,

the production has undergone tremendous change with the advent of new techniques

and new methods.

3) Banking System:- Banking institutions have found it useful to setup research

departments for the purpose of gathering and analysing information for their internal

operations for making independent studies on economic conditions of business.

Reserve bank of india has set up an excellent research department for planning and

management. Currently the banks offering master cards are using research methods on

a large scale to increase their business.

4) Government:- the government’s economic policy has a foundation of research.

Research is used for economic planning, optimum utilisation of resources for the

development of the nation. Research is applied in evolving the union budget and railway

budget too. The indian government has set up a wide network of research institutes in

different fields to assess what is happening in each field and how that will enrich the

country’s progress.

5) Human Resource Management:- earlier human resource management was taken care

of by personnel department with the realization that man play a role may be indirectly, in

the companies profit, the scope the personnel department was widened to HRD.

6) Marketing Management

7) Social Science

LIMITATION OF STUDY

1) Lack of resources

2) Conceptualization Problem

3) Lack of Training

4) Lack of Interaction

5) Lack of Confidence

6) Absence Code of conduct

7) Problem of co-ordination

8) Repetition

9) Inefficient information system

ANALYSIS & INTERPRETATION

1.Hospitals preferred for gynae by ladies in RAJA PARK and

MALVIYA NAGAR?

REASONS

a.provide all the latest technologies.

b.They have experienced doctors.

c.they have visiting hour doctors.

Do you know about IVF technology?

yesnodonot know

Reasons

a. lack of awareness

b. very less hospitals has this facility.

3..do you have your own diagnostic lab?

INBONUND OUTBOUNDDO NOT HAVE

a. its easy for patients to get the test done easily.

b. time saving

1. which hospital do you refer in serious case?

monileksonifortisparnami

a.they have all the technologies.

b. they have latest technology.

c. they have ambulance facility.

5.how many gynae test are done in your diagnostic lab?

less than 10more than 10less than 15

a. population size is small.

b. Has a brand name.

c. Less time consuming.

d. Have all the latest equipments.