INTRODUCTION OF THE STUDY

METHODOLOGY
Methodology is the way to systematically solve the problem. In it we study the various steps that are generally adopted in the study along with the logic behind them. It is a conceptual structure within which study is conducted; it constitutes the blue print for the collection, measurement and analysis of data. In the context of the study the methodology used is as follows.

RESEARCH METHODOLOGY
The research is systematic gathering, recording and analysis of data about the impact of media on customer of jewelries. This research process is carried out to a designed series of steps which are required to be taken in the chronological order. The major marketing research steps are as follows: Problem Identification Research Design Field Work Report Presentation

PROBLEM IDENTIFICATION
The first and foremost step in this step is to identify the problem chosen for investigation. The step has very significance, once it is said, a problem well defined is half way to solution. On the other hand if problem identified vaguely, a wrong problem is identified, or research is not clarified, then the research result may be completely useless for the management and the research effort of the investigator will be futile exercise.

RESEARCH DESIGN
A research design is a master plan or model for the conduct of formal investigation. Once the formal investigation is decided, the researcher must formulate the forma l plan of the investigation. A research design is the specification of methods and procedures, for acquiring the information needed for solving the problem. The formal investigation plan concentrates on procedures for gathering the data. Data gathering forms are prepared. Questionnaires are tested samples for investigations.

There are three basic type of research:-

Exploratory
All projects must start with exploratory research. This is primary phase and is absolutely essential in order to obtain a proper definition of problem at hand. The major emphasis is a discovery of ideas and insight.

Descriptive
The descriptive study is typically concerned with determining frequency with which something occurs or variable vary together. This study is guided by an initial hypothesis.

Causal
This type of research is made for finding the cause and effect relationship. Exploratory research helps in formulating hypothesis for further research. The research design specifies the methods for data collection and data analysis. The research design pinpoints how to carry out the research properly by determining: How the data would be collected? What instrument for data collection would be used? What sampling plan would be used?

FIELD WORK
Once the researcher has finalized the problem definition and research design step, he must collect the data collection operation. This step is also called fieldwork. This field work is most expensive of the entire steps in research projects. Fieldwork is most prone to errors. The researcher might be encountered with number of problems during fieldwork.

REPORT PREPARATION
After the collected data is analyzed and interpreted, the job of marketing researcher is to present results in format of systematically typed or printed research.

LITERATURE REVIEW

CONSUMER PREFERENCE
The term preference is used in a variety of related, but not identical, ways in the scientific literature. This makes it necessary to make explicit the sense in which the term is used in different social sciences. In psychology, preferences could be conceived of as an individuals attitude towards a set of objects, typically reflected in an explicit decision-making process (Lichtenstein & Slovic, 2006). Alternatively, one could interpret the term preference to mean evaluative judgment in the sense of liking or disliking an object (e.g., Scherer, 2005) which is the most typical definition employed in psychology. However, it does not mean that a preference is necessarily stable over time. Preference can be notably modified by decision-making processes, such as choices (Brehm, 1956; Sharot, De Martino, & Dolan, 2009), even in an unconscious way (see Coppin, Delplanque, Cayeux, Porcherot, & Sander, 2010). "Preference" may also refer to non-choices, such as genetic and biological explanations for one's preference. Sexual orientation, for example, is no longer considered a sexual preference by most individuals, but is debatable based on philosophical and/or scientific ideas. [1]

Factors considered by consumer (patient) while selecting private hospitals

Appointment system Appointment and Queue Management scheduling module facilitates effective scheduling of appointments of patients with the doctors. This module allows doctors and nurses to view available time slots and allocate appointments accordingly. This module prevents the system from creating an appointment if the doctor is on leave or absent or busy in the OT. The appointments are given wrt the date, time, department, doctor and the type of visit of the patient.

Features of the Appointment and Queue Management Module Set-up of hospital calendar capturing non-working days, day-care timings, etc. Scheduling multiple services. Availability and time slot of consulting doctors as per day & time combination. Search for consulting doctors as per services. Appointment booking of consulting doctors on internet, walk-in, etc. Booking of multiple slots for patients. Appointment cancellation/ re-scheduling. Reminders via e-mail, sms, etc. Precise appointment of a consultation subject to its availability. Type of assignment is assigned to the patient for special attention if required. Alerts in place for erroneous appointment. Provision for keeping record of a medico legal case. Provision for assigning the maximum visits to consultants. [2]

Cost of Treatment Dr. Manjula Karunaratne, Director/COO, Asiri Group of Hospitals said that some high quality and sophisticated equipments are very expensive that recovering the investment would not be that easy. He said that their electricity bill alone comes to between Rs. 6 to 10 million and this cost is divided by the number of rooms it alone would be around Rs. 1000 per room. Responding to a query by a journalist that private medical hospitals charge massive sums of money for surgery and medical treatments, Dr. Karunratne, said that private hospitals are investing very heavily to provide highest quality service. [3]

Behavior of Doctors The doctor-patient relationship is central to the practice of healthcare and is essential for the delivery of high quality healthcare in the diagnosis and treatment of disease. The doctor patient relationship forms one of the foundations of contemporary medical ethics. Most universities teach students from the beginning, even before they set foot in hospitals, to maintain a professional rapport with patients, uphold patients dignity and respect their privacy. Importance

A patient must have confidence in the competence of their physician and must feel that they can confide in him or her. For most physicians, the establishment of good rapport with a patient is important. Some medical specialties, such as psychiatry and family medicine, emphasize the physician-patient relationship more than others, such as pathology or radiology. The quality of the patient-physician relationship is important to both parties. The better the relationship in terms of mutual respect, knowledge, trust, shared values and perspectives about disease and life, and time available, the better will be the amount and quality of information about the patients disease transferred in both directions, enhancing accuracy of diagnosis and increasing the patients knowledge about the disease. Where such a relationship is poor the physicians ability to make a full assessment is comprised and the patient is more likely to distrust the diagnosis and proposed treatment, causing decreased compliance to actually follow the medical advice. In these circumstances and also in the cases where there is genuine divergence of medical opinions, a second opinion from another physician may be sought or the patient may choose to go to another physician. Michael Balint pioneered the study of the physician patient relationship in the UK with his wife Enid Balint resulting in the publication of the seminal book The Doctor, His Patient and the Illness. Balints work is continued by The American Balint Society in the United States. The International Balint Federation and other national Balint societies in other countries. [4] Quality of Services Recognition to safety and quality issues of patient care is the need of the hour. Management of healthcare institutions and healthcare professionals should gear up to meet the expectations and challenges of good patient care systems in the society. Doctors should inspire the patients to come to hospital seeking health services, said I M Vittala Murthy, secretary to the department of medical education, government of Karnataka. Inaugurating a two day national conference organized by the department of hospital administration, Yenepoya Medical College Deralakatte here on Saturday, he said quality of services in many hospitals is below standards and needs to be upgraded. Hospital waste management is not given much attention and fails to meet standards set by KSPCB. There is need to maintain and comply with bench mark set for quality control in every aspect of hospital system. [5] Patients perceptions about healthcare services seem to have b een largely ignored by healthcare providers in developing countries. That such perceptions, especially about service quality, might shape confidence and subsequent behaviors with regard to choice and usage of the available healthcare facilities is reflected in the fact that many patients avoid the system or avail it only as a measure of last resort. Those who can afford it seek help in other countries, while preventive care or early detection simply falls by the wayside. Patients voice must begin to play a greater role in the design of healthcare service delivery process in the developing countries.

Infrastructure or Architecture Infrastructure is basic physical and organizational structures needed for the operation of a society or enterprise, or the services and facilities necessary for an economy to function. [7] The fundamental structure of a system or organization. The basic fundamental architecture of any system (electronic, mechanical, social, political, etc) determines how it functions and how flexible it is to meet future requirements. Modern hospital buildings are designed to minimize the effort of medical personnel and thje possibility of contamination while maximizing the efficiency of the whole system. Travel time for personnel within the hospital and the transportation of the patients between units is facilitated and minimized. The building also should be build to accommodate heavy department such as radiology and operating rooms while space for special wiring, plumbing and waste disposal must be allowed for in the design. [8] The research of British Medical Association is showing that a good hospital design can reduce patients recovery time. Exposure to daylight is effective in reducing depression. Single sex accommodation help ensure that patients are treated in privacy and with dignity. Exposure to nature and hospital gardens is also important- looking out windows improvise patients mood, reduces blood pressure and stress level. Eliminating long corridors can reduce nurses fatigue and st ress. [9] Another ongoing major development is the change from a ward based system (where patients are accommodated in communal rooms, separated by movable partitions) to one in which they are accommodated in individual rooms. The ward based system has been described as very efficient, especially for the medical staff, but to be considered as more stressful for patients and more detrimental to their privacy. A major constraint on proving all patients with their own rooms is however found in the higher cost of building and operating such a hospital; this causes some hospital to charge for private rooms. [10] Exposure to daylight Nature and hospital gardens Social interaction Single sex accommodation Ward layouts and way-finding Exposure to daylight Reduced noise. [11]

CHAPTER 4

INDUSTRY PROFILE
SECTION A: ABOUT THE INDUSTRY
Hospital Industry is an important component of the value chain in Indian Healthcare Industry rendering services and recognized as healthcare delivery segment of the healthcare industry, which is growing at an annual rate of 14%. The size of Indian Healthcare Industry is estimated at Rs. 1,717 billion in 2007. It is estimated to grow by 2012 to Rs. 3,163 billion at 13% CAGR. The private sector accounts for nearly 80% of the healthcare market, while public expenditure accounts for 20%. The country had 15,393 (2005) hospitals, which had 8.75 lakh hospital beds. According to the WHO report, INDIA needs to add 80,000 hospitals bed each year for the next five years to meet the demands of its growing population. New found prosperity of many Indian household is spurring demand for high quality medical-care, transforming the healthcare delivery sector into a profitable industry. Medical tourism is changing the face of traditional healthcare indust ry in India. Indias excellence in the field of modern medicine and its ancient methods of physical and spiritual wellbeing make it the most favorable destination for good health and peaceful living . Indias cost advantage and explosive growth of private hospitals, equipped with latest technology and skilled healthcare professionals has made it a preferred destination for medical tourism. According to Ministry of Commerce and Industry, Indian medical tourism that was valued at US $350 million in 2006, is estimated to grow into a US $2 billion industry by 2012.

COMPANY PROFILE: APOLLO BSR HOSPITAL

Apollo BSR Hospital is a joint venture of BSR Healthcare & Apollo Hospitals Enterprise Ltd. (Chennai), the largest healthcare providers. Dr. M K Khanduja is the chairman and managing director of Apollo BSR Hospitals (a unit of BSR superspecialty hospitals Ltd.) Apollo BSR Hospital is a 150 bedded tertiary care multi specialty hospital, with its operations and management agreement with Apollo Hospital Enterprises Ltd. It has all the major specialties in the fields of Cardiology, Cardio Thoracic, Oncology, Neurology, Orthopedic, Nephrology, Pediatrics, Urology, Gastroenterology and emergency care to name a few. All the departments are equipped with

state-of-the-art medical equipment, qualified doctors and a dedicated group of paramedical and administrative personnel to provide quality healthcare at affordable cost. BSR Healthcare mission is to bring the latest and quality healthcare facilities within the reach of every individual and is committed to give high standard patient care by providing latest technologies and quality work to the people of central India. BSR Healthcare has its two hospitals at Bhilai, Apollo BSR Hospital and BSR Cancer Hospital. Apollo BSR Hospital is a joint venture of BSR Healthcare & Apollo Hospitals Enterprise Ltd. (Chennai), the largest healthcare providers. BSR Cancer Hospital is central Indias only comprehensive cancer management hospital and has facilities for cancer diagnosis, radiation therapy, chemotherapy, onco surgery & nuclear medicine. BSRs voyage is from the early nineties, when its first centre came up in Bhilai in 1992 and since then it has brought in latest diagnostic modalities for various diseases. The company has entered into a new millennium, with endeavor, on rewriting Diagnostic values in central India. We are always committed to healthcare by giving the latest technologies in the healthcare and diagnostic field be it treatment facility or diagnostic radiology, pathology or any other field. Our mission is to uphold a tradition that enables our doctors to meet their clinical goals while providing high standard patient care. We strongly believe that concepts may change, technologies may change, but what usually succeeds is good management and what excels in quality. We have a team of dedicated doctors, consultants, radiologists, technicians and staff who share our vision. Since 1995 into being called a pioneer and leader in diagnostics in Central India, BSR Healthcare is now a well-known name in the healthcare sector. In this millennium we stand committed to provide superior healthcare by constant technological innovation. BSR Healthcare has gained the position of leader and pioneers in complete diagnostics with facilities including 1.5 Tesla MRI machine, 64 Slice MD CT Scan, 4-D Real-time Color Doppler & Ultrasonography, E.E.G., Endoscopy, Bronchoscopy, Mammography, E.M.G., Echocardiography, TMT, Spirometry, Digital X-Ray, E.C.G. and High-tech Superspecialty Pathology Lab. VISION To be the most preferred healthcare service provider in the region, to selflessly contribute to humanity by continuously challenging the existing standard of care.

MISSION Apollo BSR Hospitals always provides comprehensive and modern healthcare solutions. People experience a wide range of high quality technology and a humane approach in the hospitals. The Journey The Group started with a diagnostic centre in 1993 at Bhilai. Over a period of time all modern diagnostic facilities like 1.5 Tesla MRI machine, 64 Slice MD CT Scan, 4-D Real-time Color Doppler & Ultrasonography, E.E.G., Endoscopy, Bronchoscopy, Mammography, E.M.G., Echocardiography, TMT, Spirometry, Digital X-Ray and E.C.G have been installed at our various centers. Thereafter similar centers have been setup at other locations such as Nagpur, Raipur, Korba and Rajnandgaon. In the year 2000 the Group ventured into establishing ultramodern Superspecialty Cancer Hospital in BhilaiBSR Cancer Hospital which is the only comprehensive cancer management center in Chhattisgarh. After seventeen years into being called a pioneer and leader in diagnostic in Central India and eight years in Comprehensive Cancer Management, BSR Healthcare is now a well known name in healthcare sector. BSR realized a need of Multispecialty Superspecialty Tertiary care hospital in Central India and prompted by the desire to extend high quality medicare beyond the confines of reach class, BSR healthcare, has setup Superspecialty Hospital at Bhilai. Apollo BSR Hospitals, Bhilai became operational from September 2007.

Apollo BSR Center of Excellency

Accident And Emergency Dept. Cardiology Digital Cath Lab Interventional Cardiology Cardiothoracic Vascular Surgery Neurology And Neurosurgery Endocrinology And Diabetology Oncology Department Urology Department Nephrology With Dialysis Unit Gastroenterology Plastic And Cosmetic Surgery Orthopedics Pediatrics And Neonatology Internal Medicine

Respiratory Medicine Ophthalmology Obstetrics And Gynecology Infertility Clinic ENT Department Dental Department

Psychiatry Dermatology And Venrology Physiotherapy Pathology And Radiology Laparoscopic Surgery

Corporate Tie ups:

Empanelled Corporates, insurance, TPA and Recognitions Our dream of serving you in many aspects has been possible with the gracious helping hand of our associates, which we feel proud to list in:

Empanelled Corporates
Bank of India (BOI) Bharat Aluminium Corporation Ltd. (BALCO) Bharat Petroleum Corporation Ltd (BPCL) Bhilai Engineering Corporation (BEC) Border Security Force (BSF) Central Industrial Security Force (CISF) Chhattisgarh Cement Manufacturers Association Chhattisgarh State Electricity Board (CSEB) Ex-Servicemen Contributory Health Scheme (ECHS)

Engineering Project India Ltd. (EPI) Food Corporation of India (Fci) Hindustan Copper Ltd. (HCL) Hindustan Petroleum Corporation Ltd. (HPCL) Indian Broiler Group (IBG) National Hydro-Electric Thermal Power Corp. Ltd. (NHPCP) National Mineral Development Corporation (NMDC) NTPC SAIL Power Company Ltd. (NSPCL) Punjab National Bank (PNB) South Eastern Coalfields Ltd. (SECL) South Eastern Central Railway (SECR)

RECOGNITIONS
Chhattisgarh State Government Recognition for State Govt. Employees. Chhattisgarh State Government for Child Heart Protection Scheme For Pediatric Cardiac Surgeries. Recognized Under Ambedkar Medical Aid Scheme. Recognized for Chief Minister Relief Fund For Poor Patients Employees State Insurance Corporation (ESIC) Recognized For State Govt. For Sanjeevani Cases.

Insurance Facilitators Which Are All Under Cashless (Credit) Facility

Apollo Munich Health Insurance Co. Ltd. Bajaj Allianz General Insurance Co. Ltd. Cholamandalam MS General Insurance Company

HDFC Standard Life Insurance Company Ltd. ICICI Lombard ICICI Prudential Max Bupa Insurance Oriental Insurance Co. Ltd. United Healthcare (Private) Ltd. Future Generali India Insurance Co. Ltd.

TPA Facilitators Which are All under Cashless (credit) Facility:

Alnkit Healthcare Ltd. Dedicated Health Services Pvt. Ltd. E-Meditek Solutions Ltd. Family Health Plan Ltd. Focus Healthcare (TPA) Pvt. Ltd. Gennis India Ltd. Gokulam TPA Good Health Plan Ltd. Grand Healthcare TPA Services Health India TPA Health Quarter India Pvt. Ltd. Heritage Health Services (TPA) Pvt. Ltd. Mdindia Healthcare Services (TPA) Pvt. Ltd. Medsave Healthcare Paramount Health Services (TPA) Pvt. Ltd.

Parekh Health TPA Raksha (TPA) Pvt. Ltd. Red To Green Services Pvt. Ltd. Rothshield Health TPA Services Safeway TPA Star Health And Allied Insurance Co. Ltd. Unit Healthcare Pvt. Ltd. Universal Medi-Aid Services Ltd.

SECTION B: The Relation of Work Done in the Study to the Industry

This study examines the determinants and their impact on consumers (patients) preference towards private hospitals. To prepare the report, an extensive literature based on factors of consumers preference towards private hospitals has been done and I found that, mainly five factors contribute towards it, these are appointment system, cost of treatment, behavior of doctors, quality of services, infrastructure or architecture. The study focuses on the variables which influences consumer (patient) preference while selecting any private hospital. It tries to find out the impact of variables on consumer preference towards private hospitals which is expected to the policy makers of private hospitals while developing strategies for private hospitals.

CHAPTER3

RESEARCH METHODOLOGY
SECTION A: OBJECTIVES OF THE STUDY
To identify the significant factors affecting consumer decision making while selecting a private hospital. To find out the most preferred factor by consumer while selecting a private hospital. To evaluate the impact of the identified factors on consumers decision making while selecting a private hospital. To help in formulating policy for private hospitals.

Research Hypothesis
H1: appointment system has a significant impact on selection decision while selecting private hospitals. H2: cost of treatment has a significant impact on selection decision while selecting private hospitals. H3: behavior of doctor has a significant impact on selection decision while selecting private hospitals. H4: quality of services has a significant impact on selection decision while selecting private hospitals. H5: infrastructure or architecture has a significant impact on selection decision while selecting private hospitals.

SECTION B RESEARCH PLAN

Research Design Research Method Used Research Instrument Data Collection Sampling Design Sample Size Sample Location Sample Unit Causal Survey Questionnaire

SAMPLE PLAN
Primary Source Convenience 100 Durg and Bhilai Patient who prefer private hospital for treatment

RESEARCH PLAN
A research design is a basis of framework, which provides guidelines for the rest of research process. It is the map of blueprint according to which the research is to be conducted. The research design specifies the method of study. Research design is prepared after formulating the research the research problem. Causal research is made for finding the cause and effect relationship. Exploratory studies help in formulating hypothesis for further research. The research design specifies the method for data collection and data analysis. The research design specially points out how to carry out research properly. How data will be collected? What instrument for data collection would be used? What sampling plan would be used? In this research I have conducted causal research design to study the Consumer (patient) perception towards private hospitals with special reference to Apollo BSR-Bhilai. Causal research includes survey and fact finding analysis of different kinds.

POPULATION
All the consumers are living in the city Bhilai and Durg will constitute the population of the study.

SAMPLE
It is neither feasible nor desirable for the researcher to go through the population there. Therefore sample method is used and I have taken 100 samples, while adopting convenience sampling.

QUESTIONNAIRE
For the purpose of research I have used this particular research instrument Questionnaire. Keeping in mind the objective of the study questionnaire was prepared. Questionnaire is comprised of two parts, the first part contains the questions related to the topic of the research and the second part contains the profile of respondent.

QUESTIONNAIRE DESIGN
In questionnaire, I have used Likertss measurement scale to identify the significant factors influencing the consumer (patient) decision while selecting private hospitals Here 1 to 7 scales are used to be marked their preference level, where 1, 2 & 3 stands for disagree, 4 neutral, and 5,6,7 stands for agree. This questionnaire includes 5 factors, which measures factors of consumers preference towards private hospitals. Strongly Disagree 1 2 3 Neutral 4 5 Strongly Agree 6 7

SAMPLE
It is neither feasible nor desirable for the researcher to go through the population there. Therefore sample method is used and I have taken 100 samples, while adopting convenience sampling.

DATA COLLECTION
Data was collected using two main methods:

PRIMARY DATA COLLECTION

Primary data do not exist already in records and publications. The researcher has to gather primary data a fresh for the specific study undertaken by him. The primary data are explicitly gathered for a specific research project at hand.

SECONDARY DATA COLLECTION

The Secondary data refer to those data which are gathered for some other purpose and are already available in the internal records and commercial, trade, or government publications. In my project, the Secondary data was collected by going through various newspapers, magazines, journals and web sites (refer Bibliography for details).

SAMPLE SIZE
The generalization of finding is subject to the number of customers in the Bhilai and Durg city.

SAMPLING PLAN
The first step in sampling plan is to decide the population. Once the population is decided the research must concern him to find: What sampling unit should be? What should be the sampling size? What sampling procedure should be used? What sampling methods should be utilized in this project?

SECTION C Demographic Characteristics of the Respondents

Demographic Age Item Under 20 21-40 41-60 Over 60 Female Male Below 1.5 1.5-2.99 3-4.50 Above 4.5 Student Business person Service person Professional Household Number of Respondents 28 62 53 7 53 97 33 57 41 19 14 48 49 28 11 Percentage (%) 18.66 41.33 35.33 4.66 35.33 64.66 22 38 27.33 12.66 9.33 32 32.66 18.66 7.33

Gender Income

Occupation

CHAPTER 4

DATA TABULATION, ANALYSIS AND RESULTS

Data Analysis
Data collected during the research with the help of questionnaire is further analyzed and interpreted in the following lines in the same sequential can be understood more clearly with the help of interpretation then followed. The analysis techniques used have been on SPSS and the test was performed to ascertain the factors influencing the consumers decision while selecting private hospitals. Factor analysis was conducted to discern out of 5 factors (appointment system, cost of treatment, behavior of doctor, quality of services and infrastructure or architecture are respectively x1 x2 x3 x4 x5 ) mainly which factor (media) influences the customers preference towards private hospitals. Ultimately I found all the 5 factors influence it. So, I conducted regression analysis to check the reliability and variability of the factors and found that only two factors have an impact on customer decision while selecting private hospitals, i.e. infrastructure or architecture and quality of services. Factor analysis attempts to reduce the number of variables and discover the underline constrains that explain the variance. It extracts the uncorrelated factors that account for the largest portion of variance from an initial set of variables. Correlation matrix is used to discover the simple pattern of relationship among the variable. Regression is the determination of a statistical relationship between two or more variables. In simple regression, we have six variables, five variable (defined as independent) is the cause of behavior of another one (defined as dependent variable). Regression interpret what exists physically i.e., there must be physical way in which independent variables X5, X4,X 3, X 2, X 1 can be affected by dependent variable Y.

Component Matrix

Component 1 y11 y12 y13 x11 x12 x13 x21 x22 x23 x31 x32 x33 x41 x42 x43 x51 x52 x53 .203 .104 .106 -.043 -.057 .037 .053 .082 .106 .040 -.051 -.156 .140 .096 .151 .946 .945 .885 .251 .164 .200 -.008 -.002 .310 .063 .092 -.017 .059 .041 .026 .878 .923 .897 .097 .154 .126 2 .045 -.026 .016 .011 -.083 .024 .939 .960 .923 .046 .080 -.014 .017 .081 .041 .044 .092 .120 3 .821 .929 .913 .031 -.027 -.093 .069 .055 -.091 .070 .191 .029 .237 .234 .260 .105 .133 .150 4 .119 .097 .059 -.017 .060 .242 .100 .079 -.060 .933 .904 .924 .023 .039 .006 -.027 -.036 -.092 5 .054 -.032 -.030 .969 .960 .194 -.035 -.030 -.008 .000 -.007 .044 -.064 .006 -.033 -.010 -.018 -.082 6

Extraction Method: Principal Component Analysis. a. 6 components extracted.

Model Summary Adjusted R Model 1 R .526

a

Std. Error of the Estimate

R Square .277

Square .238

.663

a. Predictors: (Constant), x5, x1, x3, x2,x4

ANOVA Model 1

Sum of Squares df Regression Residual Total 15.789 41.290 57.079 5 94 99

Mean Square 3.158 4.39

F 7.189

Sig. .000
a

a. Predictors: (Constant), x5, x1, x3, x2,x4 b. Dependent Variable: y Coefficients

a

Standardized Unstandardized Coefficients Model 1 (Constant) x1 x2 x4 X5 a. Dependent Variable: y1 B 1.651 -.005 -.034 .346 .180 Std. Error .732 .062 .076 .081 .084 -.007 -.041 .396 .202 Coefficients Beta t 2.255 -.084 -.454 4.260 2.143 Sig. .026 .933 .651 .000 .035

With the help of factor analysis it was found that no factor is loaded in the same column, thus by analyzing the variables, regression analysis is done. With the help of regression analysis it is found that quality of services and infrastructure or architecture are the most significant variables for the consumer while selecting private hospitals, as the value is 0.000 and 0.035 which is below 0.050. The variable is considered significant only when it is less than 5%.

Research Hypothesis H4 and H5 are accepted, i.e., infrastructure or architecture and quality of services has significant impact while preferring private hospitals.

INTERPRETATION
It was found from the regression analysis that there are two factors those are quality of services (X4) and infrastructure or architecture (X5), which are most significantly responsible for affecting the consumer decision while selecting private hospitals.

In the regression analysis the coefficient value of quality of services (X4) and infrastructure or architecture (X5) are 0.000 and 0.035, which are less than 0.05, which means that quality of services and infrastructure or architecture are the major factors which affect the consumers (patient) selection decision towards private hospitals.

CHAPTER 5

FINDINGS OF THE RESULT

Infrastructure or architecture is important factor for consumer while selecting private hospitals.

The quality of services is most important factor for consumer while selecting private hospitals.

Appointment system, cost of treatment, behavior of doctors are not so important factor for the consumers.

These two factors infrastructure or architecture and quality of services affect consumer
(patient) decision.

CHAPTER 6

RECOMMENDATIONS
Through this research study I found that consumers infrastructure or architecture and quality of services more than others. Therefore private hospitals should consider these two factors while making policy for hospitals. The private hospitals should make efforts on creating a good infrastructure or architecture like sanitation, peacefulness, etc.

Consumer considers quality of services while selecting private hospitals so company further improve their quality of services, like well equipped room, treatment, medicines etc.

Policy makers of Apollo BSR should emphasize on these two factors infrastructure or architecture and quality of services more than others.

CHAPTER 7

LIMITATIONS

Due to time and money constrains the sample size is limited and probably not enough.

The data gathered may be biased in favor of the respondents.

Most of the respondents were reluctant to provide the relevant information.

Many of respondents denied from filling the questionnaire.

Most respondents may have similar habit and thinking.

CHAPTER 8

CONCLUSION
In accordance with research and study conducted by us on the topic of A study on consumer (patients) perception towards privates hospitals with special reference to Apollo BSR hospital bhilai . I came into a conclusion that the consumer considers quality of services and infrastructure or architecture more than others.

In accordance with the research study conducted by me, I came into conclusion that consumer (patients) decision highly influences by infrastructure or architecture.

The most important factor is the quality of services which while selecting private hospitals; consumer considers quality of services while selecting private hospitals.

REFERENCES
Citation from Books: R. Michael, Solomon, Consumer Behavior in Fashion, Prentice Hall, 2003. Kotler P., Kevin Lane Keller, Abraham Koshi,Mithileshwar Jha, Marketing Management (13 th edition), Pearson Education India, 2009. Noel H., Basics Marketing of Consumer Behavior, AVA Publishing, September 1, 2009, pg 9497. Citation from journals: Annmarie Adams, Medicine by Design: The Architect and the Modern Hospital, 1893-1943 (2009) Baker, G. A. Consumer Preferences for Food Safety Attributes in Fresh Apples: Market Baker, G. A. and P. J. Crosbie. Measuring Food Safety Preferences: Identifying Consumer Segments. Journal of Agricultural and Resource Economics. 18(2)(1993): 277 -287. Eastwood, D. B., J. R. Brooker and R. H. Orr. Consumer Preferences for Local versus Out ofState Grown Selected Fresh Produce: The Case of Knoxville, Tennessee. Southern Journal of Agricultural Economics. 19(1987):183-94. Harrison, R. W., J. Gillespie and D. Fields. Theoretical and Empirical Consideration of Eliciting Preferences and Model Estimation in Conjoint Analysis. Selected Paper American Agricultural Economics Association Annual Meeting, Chicago IL. August 5-8, 2001. Health administrators go shopping for new hospital designs- National Review of Medicine, Monday 15 November 2004, Vol. 1 No. 21 Segments, Consumer Characteristics, and Marketing Opportunities. Journal of Agricultural and Resource Economics. 24(1999): 80-97.

 The psychological and social needs of patients. British Medical Association. 2007 -01-07.From sitehttp://www.bma.org.uk/health_promotion_ethics/psychologicalandsocialneedsofpatients. jsp?page=8. Citation from Website: http://en.wikipedia.org/wiki/preference http://www.acgil.com/products/appointment-and-queue-management.html http://www.asiantribune.com/news/2011/01/30cost-treatment-private-hospitals-reasonable http://en.wikipedia.org/wiki/Doctor-patient_relationship http://articles.timesofindia.indiatimes.com/2011-0212/mangalore/28587074_1_hospitalwaste-management-patient-care-quality-control http://www.sciencedirect.com/science/article/pii/S0277953600002355 http://www.answers.com/topic/infrastructure http://www.bma.org.uk/health_promotion_ethics/psychologicalandsocialneedsof patients.jsp?page=8 http://www.harneedi.com/healthcare-articles/1738-indian-healthcare-industry-overview-andtrends-2010

APPENDICES
QUESTIONNAIRE
I am a student of Master of Business Administration at Faculty of Management Studies, S.S.G.I. As part of my curriculum, I am conducting A study on Consumer Perception towards private hospitals with special reference to Apollo BSR- Bhilai. The data will be used for academic purpose only without disclosing your identity. I will be grateful to you for your candid responses. Please mark a () in your preferred box Strongly disagree 1 2 3 Neutral 4 5 Strongly agree 6 7

1.1 1.2 1.3

I have an intention to prefer private hospitals. My intention towards preferring private hospitals is high. My likelihood of preferring private hospitals is high.

1 1 1

2 2 2

3 3 3

4 4 4

5 5 5

6 6 6

7 7 7

2.1 2.2 2.3

Appointment system is an important factor for me while 1 selecting private hospitals. I consider appointment system while choosing private hospitals. 1 Appointment system has an impact on my decision while 1 selecting private hospitals. Cost of treatment is an important factor for me while selecting private hospitals. I consider cost of treatment while choosing private hospitals. Cost of treatment has an impact on my decision while selecting private hospitals. Behavior of doctors is an important factor for me while selecting private hospitals. I consider behavior of doctors while choosing private hospitals. Behavior of doctors has an impact on my decision while selecting private hospitals. 1 1 1

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Quality of services is an important factor for me while selecting private hospitals. I consider quality of services while choosing private hospitals. Quality of services has an impact on my decision while selecting private hospitals. Infrastructure is an important factor for me while selecting private hospitals. I consider infrastructure while choosing private hospitals. Infrastructure has an impact on my decision while selecting private hospitals.

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PERSONAL DETAILS Name: Age: Gender: < 20 Female 21-40 Male 1.5-2.99 3-4.50 Business person Household > 4.50 Service person Any other 41-60 > 60

Annual Income: < 1.5 Occupation : Student Professional

Thank you for your contribution. DINESH KUMAR JAISWAL MBA- IV sem FMS (SSGI),Bhilai