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    Analysis of Consumer Behavior Towards Health Care Products

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    Rahul Gupta
    This document presents an analysis of consumer behavior towards health care products in India. It begins with an introduction to consumer behavior and influential factors. It then describes the research methodology, which used secondary data and exploratory research to study consumer preferences. Key findings include: consumers prefer Dabur Chyawanprash over competitors; Heinz Glucon-D is preferred over Dabur Glucose; and consumers purchase honey in loose form from retailers due to lower prices compared to branded honey. The document concludes with recommendations such as better promotion of health care products and targeting rural markets.

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    Analysis of Consumer Behavior Towards Health Care Products

    Uploaded by

    Rahul Gupta
    902 views36 pages
    This document presents an analysis of consumer behavior towards health care products in India. It begins with an introduction to consumer behavior and influential factors. It then describes the research methodology, which used secondary data and exploratory research to study consumer preferences. Key findings include: consumers prefer Dabur Chyawanprash over competitors; Heinz Glucon-D is preferred over Dabur Glucose; and consumers purchase honey in loose form from retailers due to lower prices compared to branded honey. The document concludes with recommendations such as better promotion of health care products and targeting rural markets.

    Original Description:

    Consumer Behavior in Health Care Products

    Original Title

    Health Care Project

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    © Attribution Non-Commercial (BY-NC)

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    This document presents an analysis of consumer behavior towards health care products in India. It begins with an introduction to consumer behavior and influential factors. It then describes the research methodology, which used secondary data and exploratory research to study consumer preferences. Key findings include: consumers prefer Dabur Chyawanprash over competitors; Heinz Glucon-D is preferred over Dabur Glucose; and consumers purchase honey in loose form from retailers due to lower prices compared to branded honey. The document concludes with recommendations such as better promotion of health care products and targeting rural markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    902 views36 pages

    Analysis of Consumer Behavior Towards Health Care Products

    Uploaded by

    Rahul Gupta
    This document presents an analysis of consumer behavior towards health care products in India. It begins with an introduction to consumer behavior and influential factors. It then describes the research methodology, which used secondary data and exploratory research to study consumer preferences. Key findings include: consumers prefer Dabur Chyawanprash over competitors; Heinz Glucon-D is preferred over Dabur Glucose; and consumers purchase honey in loose form from retailers due to lower prices compared to branded honey. The document concludes with recommendations such as better promotion of health care products and targeting rural markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 36
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    The document discusses consumer behavior towards health care products and analyzes different aspects like introduction, literature review, methodology, data analysis, conclusion and recommendations. It also discusses factors influencing consumer behavior.

    The document mentions that factors like financial environment, political environment, technological environment and company's marketing mix influence consumer behavior.

    The document discusses two types of consumers - socialites who belong to the upper class and conservatives who belong to the middle class.

    “Analysis of Consumer Behavior Towards Health Care

    Products”

    Presented By:-
    RAHUL GUPTA
    Roll No. 520942883
    Centre Code- 59076
    CONTENTS
    INTRODUCTION TO CONSUMER BEHAVIOR.
    LITERATURE REVIEW.
    RESEARCH METHODOLOGY.
    DATA ANALYSIS AND INTERPRETATION.
    CONCLUSION.
    SUGGESTIONS OR RECOMMENDATIONS.
    LIMITATIONS.
    INTRODUCTION
    1. The official definition of consumer behaviour is given by the American
    Marketing Association as: the dynamic interaction of the affect and
    cognition, the behaviour and environment through which people carry
    out transactions in their life.

    2. Consumer behaviour reflects consumers’ decisions with respect to:


     the acquisition, consumption, and disposition
     of goods and services, time, and ideas
     By (human) decision making (over time).

    3. Consumer receives stimuli which affect on his consuming behaviour. This


    stimulus comes from:
     The financial environment (favourable or ominous financial conditions).
     The political environment (smoothly or foggy political setting).
     The technological environment (technological progress or recession).
     The company’s marketing mix as for the product, the price, the place
    and the promotion. (E.g. a television advertising spot or a handing-over
    in the price of product).
    Five-Stage Model of the buying process:

    This model implies that


    consumers pass through
    all five stages in buying
    a product. This may be
    the case in high-
    involving purchases. In
    low-involvement
    purchases, consumers
    may skip or reverse
    some of these stages.
    This model shows the
    full range of
    considerations that arise
    when a consumer face a
    highly involving new
    purchase.
    Through the studying of
    consumer behaviour
    some fundamental
    questions comes abroad
    such as:
    Why does consumer buy
    a product?
    How does consumer buy
    the product?
    How does consumes or
    use the product?
    How does consumer
    develop a product after
    buying it?
    How consumer
    exempted from the
    product (or his packing)
    after its usage?
    FACTORS INFLUENCING
    CONSUMER BEHAVIOR
    The main motto of the present study accomplishes
    the following objectives:-
     
    1. To analyze the behavior of consumers towards
    various Health-Care Products.
     
    2. Awareness of various Health-Care Products available
    in the market and their respective uses.
     
    3. To make comparative analysis of various Health-Care
    Products.
     
    1.The Socialites :- Socialites belong to the upper class. They prefer to shop in
    specialty stores, go to clubs on weekends, and spend a good amount on luxury goods.
    They are always looking for something different. They are the darlings of exclusive
    establishments. They go for high value, exclusive products. Socialites are also very
    branding conscious and would go only for the best known in the market.
    2. The Conservatives: - The Conservatives belong to the middle class. The
    conservative segment is the reflection of the true Indian culture. They are traditional in
    their outlook, cautious in their approach towards purchases; spend more time with family
    than in partying and focus more on savings than spending. Slow in decision making, they
    .seek a lot of information before making any purchase.
    3.The Working Women: - The working woman segment is the one, which
    has seen a tremendous growth in the late nineties. This segment has opened the
    floodgates for the Indian retailers. The working woman today has grown out of her long-
    standing image of being the homemaker.
    APPROACH TO THE PROBLEM
    I prepared my project as Exploratory Research type, as the objective of the
    study demands the answers of the questions.
     
    The Marketing Research Process
    As marketing research is a systemic and formalized process.
    1. Formulating the problems
    2. Developing objectives of the research
    3. Designing an effective research plan
    4. Data collection techniques
    5. Evaluating the data and preparing a research report
    Here, in this research I used Secondary Data.
     
    RESEARCH –
    EXPLORATORY RESEARCH
    As there was a need to know the best possible practices regarding customer’s
    perception and mere description of the situation will not be sufficient,
    exploratory research has been used. This research was done through the
    Secondary Data Collection:-
    Various Websites, Books and Magazines, News-papers, etc.
    Statement 1:- Annual Income of the
    consumers regarding their expansibility on
    Health care Products.
    Statement 2:- Consumer Behavior
    towards Chyawanprash
    Between these 2 sale of Dabur’s product is more
    and we can see it graphically in the following
    manner
    Statement 3:- Consumer behavior
    towards Glucose D.
    Between both of them consumers say that Heinz’s
    Glucon-D is better than Dabur Glucose and we can see
    it graphically in the following manner
    Statement 4:- Consumer
    Behaviour towards Honey

    Most of the consumers like to purchase it in loose from various retail stores or
    private sellers. And, the selling of Dabur is less because prices are so much
    high and most of the consumers are unable to afford it.
    Statement 5:- Consumer behavior towards
    Revital.

    Most of the consumers over 28 years of age use it maximum.


    We can show its consumption for these people in the following
    manner
    Statement 6:- Option use by the people for stomach
    pain relief between Eno and Dabur’s Pudin Hara.

    Pudin Hara is more consumable by people due to its quick availability and comparatively less prices.
    Statement 7:- Consumer behavior
    towards Hajmola
    Statement 8:- Consumer behavior towards
    body grow supplements.
    Statement 9:- Youth consumer’s view
    towards Gatorade energy drink

    The main cause of Gatorade’s less sale is lack of consumer’s awareness and high price.
    Statement 10:- Consumer Behavior towards Chocolate
    Health Drink in respect of Bournvita, Horlicks, Complan,
    Boost, Milo.
    Availability.

    Advertisement

    Children

    Doctor

    Family

    Past experience

    Retailer

    Word of mouth
    The following product attributes were identified as influencing
    the purchase decisions of the customers:
    Nourishment
    Color
    Palatability
    Economy
    Shelf-presence
    Packaging
    Brand Image
    Promotions
    The factor analysis of the 8 product attributes
    yields the following 3 factors:

    Factor I: Promotion, Shelf-Presence, Packaging &


    Economy

    Factor II: Palatability, Brand

    Factor III: Nourishment, Color


    The MDS on overall sample suggests that

    Brand Positioning Attributes


    Horlicks Brand, Nourishment, Shelf-
    presence
    Bournvita, Complan Palatability, Shelf-presence
    Milo, Boost Promotion, Economy, Color
    While the analysis on ‘value-seekers’ Cluster 1 suggests that

    Concerns Brand Positioning Strength


    Attributes
    Economy, Value- Complan, Horlicks Brand, Shelf- Weak
    for-money presence, Packaging,
    Nourishment
    Bournvita Palatability, Brand Weak

    Milo, Boost Economy, Color, Strong


    Promotion
    While the analysis on ‘quality-seekers’ Cluster 2 suggests that

    Concerns Brand Positioning Attributes Strength

    Quality, Little Horlicks Brand, Nourishment Somewhat Strong


    concern for
    Bournvita Shelf-presence, Somewhat Strong
    economy
    Palatability
    Boost Color Weak

    Milo, Complan Promotion Weak


    Brand Loyalty Among Customers

    The respondents in the survey were asked whether they switched


    brands often or stick to one brand. We observe from the pie chart given that a
    vast majority of people never switch brands of the health food drink.
    Only about 20 – 25 % people change brands sometimes.

    Brand switching

    5%

    Never switch brands


    28%
    Sometimes switch
    brands
    Frequently switch
    67% brands
    Another question which was asked was that of the action when a retailer does
    not have a brand that the consumer wants.
    This again indicates that only about 20 – 25% of the customers actually buy
    another brand when the desired brand is not present
    in the shop. The result of the survey (By secondary data) is as shown in the
    following pie chart.

    Action if brand not present

    28%

    Go to another shop
    51% Buy another brand
    Ask retailer to buy

    21%
    After studying the project I would like to conclude that:-
     
    Company should use the tool of advertising for marketing
    the brand and the product.
     
    The company shows the positive trend in growth but it can
    be increased more if it focuses on building the lower &
    middle class family.
     
    Consumers are switching from one product to another due
    to changes in marketing strategies adopted by various
    companies.
     
    Company should focus on seasonal demand of products.
    The study has provided with the useful data from the respondents. There
    has a lot to be recommended. Following are the recommendations:-
     
    There is a need for better promotion of the Health Care Products.
     
    To capture the rural market, company should make small packing regarding
    various types of size of health care products.
     
    Government should make some efforts to make people aware about the
    health care products.
     
    Prospective customers should take the enquiry about health care products
    from respective sources.
     
    Some changes should be made in the distribution channel of health care
    products.
     
    Some companies are paying lower margin-profit to the dealers by which they
    are not interested in selling their products.
    Some of the difficulties and limitations faced by me
    during my training are as follows:
     
    Perception of the people towards Health Care sector – People
    still consider health care products as synthetic products.
     
    Increased competition – Today the competition in the Health
    Care sector has became very stiff. Currently there are various
    health care companies working in India.
     
    Time Limitation - Due to shortage of time, researcher could not
    consider the changing perception of consumers.
    Books:-
     
    Kotler, Philip (2005) "Marketing Management", Pearson Education
    (Eleventh Edition).
     
    Malhotra, N.K. (2005). " Marketing Research: An Applied Orientation", Pearson Education (Fourth
    Edition).
     
     Web sites:-
     
    www.google.com
    www.businesstoday.com
    www.answers.com
    www.wikipedia.com
    www.yahoo.com
    www.expresshealthcaremgmt.com/20030815/events6.html
    www.marketresearch.com/map/prod/1002524.html
    www.Commerce-Database.com
    www.expresshealthcaremgmt.com/20030815/events6.shtml
    www.nestle.com.au/milo
    www.tradekey.com/ks-health-drinks
     

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