AMOLRAJ FINAL Project

MBA PROGRAM SOLAPUR UNIVERSITY, SOLAPUR
1.1 INTRODUCTION:
Consumer purchase behaviour is comparatively a new field of study which evolved

just after the Second World War. The sellers market has disappeared and buyers
market has come up. This led to paradigm shift of the manufacturers attention from
product to consumer and specially focused on the consumer behaviour. The
evaluation of marketing concept from mere selling concept to consumer oriented
marketing has resulted in buyer behaviour becoming an independent discipline. The
growth of consumerism and consumer legislation emphasizes the importance that is
given to the consumer. Consumer behaviour is a study of how individuals make
decision to spend their available resources (time, money and effort) or consumption
related aspects (What they buy? When they buy? How they buy? Etc.). The
heterogeneity among people makes understanding consumer behaviour a challenging
task to marketers. Hence marketers felt the need to obtain an in-depth knowledge of
consumers buying behaviour. Finally this knowledge acted as an imperative tool in
the hands of marketers to forecast the future buying behaviour of customers and
devise four marketing strategies in order to create long term customer relationship.
SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

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1.2 OBJECTIVES OF THE STUDY:
1. To study the parameters considered in purchase of health care software.

2. To identify the functions and feature preferred by Doctronic.in in health care
software.
3. To know the special facility prefers the company Doctronic.in.
4. To identify on which basis customer purchase the software product.

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LIMITATIONS OF THE STUDY:

Following are some of them limitation of the study:
The sample size is restricted to only 50 doctors between 20-60.
The area of the study is the only Pandharpur city.
The small sample size could have affected the finding of the research.

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1.4 RESEARCH METHODOLOGY:
Research: The advanced learners Dictionary of current English lay down the
meaning of research as a careful investigation or inquiry especially through search
for mew facts in any branch of knowledge.
Research Design:
Data collection:
There may be different types of information and data some of the information may be
published while some is unpublished some is complete or incomplete and some is
reliable and some is biased.
They may be secondary and primary data
Primary Data:
Primary Data is being collected during the course of asking questions by donning
survey. It is obtained either through respondent, either through questionnaire or
through personal interview. I have collected primary data through questionnaire.
Secondary Data:
It is already available in the form of print material, website, journal, etc. So, I hot
information from internet Newspaper and books.
Research Instrument:
The process of collecting observation from the element form the element of a large
population may be expensive, time consuming and difficult, it will be cheaper and
quicker to collect information from a sample plan and population
A sample is fraction of subset of population through a valid statistical procedure so

that it is regarded as a representative of entire population. The valid statistical
procedure of drawing sample from population is called sampling. Sampling must
consists of following elements:
Sample Unit:
All the doctors in Pandharpur city.

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Sample size:
The larger the sample the more accurate the result would be. But it is most feasible to
survey the entire target population and even the substantial portion of it. In this
project, being aware of time and constraints sample size was 50 respondents were
surveyed.
Sampling Method:
The research process used probability sampling which involves a sample, which
represents the universe, simple random sampling.
Research Methodology
Type of Research used Descriptive Research
Research Approach Survey
Research Instrument Questionnaire

Sample Design
Sample Area Pandharpur city
Sample Size 50
Sample Unit All doctors in Pandharpur city
Sample method Simple Random Sampling
Data Collection Primary And Secondary Data

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2.1 INTRODUCTION TO INDUSTRY
History
The word "software" was coined as a prank as early as 1953, but did not appear in
print until the 1960s. Before this time, computers were programmed either by
customers, or the few commercial computer vendors of the time, such as UNIVAC
and IBM. The first company founded to provide software products and services was
Computer Usage Company in 1955.
The software industry expanded in the early 1960s, almost immediately after
computers were first sold in mass-produced quantities. Universities, government, and
business customers created a demand for software. Many of these programs were
written in-house by full-time staff programmers. Some were distributed freely
between users of a particular machine for no charge. Others were done on a
commercial basis, and other firms such as Computer Sciences Corporation (founded
in 1959) started to grow. Other influential or typical software companies begun in the
early 1960s included Advanced Computer Techniques, Automatic Data Processing,
Applied Data Research, and Informatics General. The computer/hardware makers
started bundling operating systems, systems software and programming environments
with their machines.
When Digital Equipment Corporation (DEC) brought a relatively low-priced

microcomputer to market, it brought computing within the reach of many more
companies and universities worldwide, and it spawned great innovation in terms of
new, powerful programming languages and methodologies. New software was built
for microcomputers, so other manufacturers including IBM, followed DEC's example
quickly, resulting in the IBM AS/400 amongst others.
The industry expanded greatly with the rise of the personal computer ("PC") in the
mid-1970s, which brought desktop computing to the office worker for the first time.
In the following years, it also created a growing market for games, applications, and
utilities. DOS, Microsoft's first operating system product, was the dominant operating
system at the time.

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In the early years of the 21st century, another successful business model has arisen for
hosted software, called software-as-a-service, or SaaS; this was at least the third
time[citation needed] this model had been attempted. From the point of view of
producers of some proprietary software, SaaS reduces the concerns about
unauthorized copying, since it can only be accessed through the Web, and by
definition no client software is loaded onto the end user's PC.
Size of the industry

According to industry analyst Gartner, the size of the worldwide software industry in
2013 was US$407.3 billion, an increase of 4.8% over 2012. As in past years, the
largest four software vendors were Microsoft, Oracle Corporation, IBM, and SAP
respectively.
Mergers and acquisitions

The software industry has been subject to a high degree of consolidation over the past
couple of decades. From 1988 to 2010, 41,136[citation needed] mergers and
acquisitions have been announced with a total known value of US$1,451 billion
($1.45 trillion). The highest number and value of deals was set in 2000 during the
high times of the dot-com bubble with 6,757 transactions valued at $447 billion. In
2010, 1,628 deals were announced valued at $49 billion. Approaches to successfully
acquire and integrate software companies are available.
Business models within the software industry

Business models of software companies have been widely discussed. Network effects
in software ecosystems, networks of companies, and their customers are an important
element in the strategy of software companies.
Software Development
Software development is the process of computer programming, documenting, testing,
and bug fixing involved in creating and maintaining applications and frameworks
resulting in a software product. Software development is a process of writing and
maintaining the source code, but in a broader sense it includes all that is involved

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between the conception of the desired software through to the final manifestation of
the software, sometimes in a planned and structured process. Therefore, software
development may include research, new development, prototyping, modification,
reuse, re-engineering, maintenance, or any other activities that result in software
products.
Software can be developed for a variety of purposes, the three most common
being to meet specific needs of a specific client/business (the case with custom
software), to meet a perceived need of some set of potential users (the case with
commercial and open source software), or for personal use (e.g. a scientist may write
software to automate a mundane task). Embedded software development, that is, the
development of embedded software such as used for controlling consumer products,
requires the development process to be integrated with the development of the
controlled physical product. System software underlies applications and the
programming process itself, and is often developed separately.
The need for better quality control of the software development process has
given rise to the discipline of software engineering, which aims to apply the
systematic approach exemplified in the engineering paradigm to the process of
software development. There are many approaches to software project management,
known as software development life cycle models, methodologies, processes, or
models. The waterfall model is a traditional version, contrasted with the more recent
innovation of agile software development.
Electronic health or medical record softwares

Cottage Med is a cross-platform electronic medical record system based on
FileMaker. Cottage Med is released under the GPL.
Free MED is a practice management and electronic and computer records system. It
allows the tracking of medical data, in detail, with preservation not just of the
diagnosis but the reasons for medical encounters. Free MED is released under the
GPL.

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GaiaEHR is a modern open source electronic health record developed using PHP and
Ext JSGNU med is a WxPython application that uses Postgre SQL GNU Health is a
centralized, highly scalable health and hospital information system.
Hospital OS Open source hospital information system in Thai
HOSxP is a hospital information system, including Electronic health record (EHR), in

use in over 70 hospitals across Thailand.
Mirth is an open source cross-platform HL7 interface engine that enables bi-
directional sending of HL7 messages between systems and applications over multiple
transports.
Open EHR is an open standard specification in health informatics that describes the
management and storage, retrieval and exchange of health data in electronic health
records (EHRs) following a two-level modelling paradigm.
Open EMR is a PHP-based [1] electronic medical record (EMR) system.
Open MRS is an enterprise EMR framework. Extensible and scalable EMR based on
Java.
OSCAR McMaster is an electronic medical record (EMR) application. The billing

component of the software is specialized for the needs of the Canadian health-care
providers.
THIRRA is a web-based EHR application designed primarily for narrowband. It

includes communicable diseases bio surveillance feature. THIRRA uses PHP5, Code
Igniter and Posture SQL.
Vist A Veterans Administrations integrated electronic health record system

available for non-governmental use as OSEHRA VistA or Open Vista or World
VistA.
ZEPRS is a web-based patient record system.

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Smart Care is a C# windows based EHR application, with working installations in

Zambia, Ethiopia and South Africa. It is designed with the state of poor connectivity
in developing countries in mind, making use of Smart Cards to store patient level
information. Its core development team is based in Zambia where the Government has
adopted it as its national EHR.
INDUSTRY ORGANIZATION
The Indian software industry has a pyramidal structure, with a few large
indigenous firms dominating the sector. Among the 3,000 firms exporting software
from India, the three largest firms each have more than $1 billion in annual sales3. At
the other extreme, the smallest 2,900 firms have annual sales of less than $10 million,
with most less than $2 million. The largest five firms account for 32 percent of
software exports, while the smallest firms own a 14 percent share.
Smaller firms play a more significant role in the domestic market where they
supply software services to small and medium sized domestic firms in different
sectors. For their export contracts, the smaller firms have primarily entered into a
variety of linkages with individuals and small companies abroad for marketing access.
There are few horizontal partnerships between small and large vendors. Some early
efforts by established firms to subcontract to smaller ones failed because the smaller
partner tried to make direct contact with overseas clients. In recent years a few small
firms have developed products for the domestic market with some success but exports
have been very limited.
Multinational companies arrived in India relatively late and account for only
about a quarter of exports. Multinational firms use their Indian operations primarily as
export platforms. Increasingly multinationals are setting up shop in India to conduct
sophisticated software development activities and as a captive source of R&D,
utilizing India's pool of highly trained engineers.
Many Indian firms have been started by entrepreneurs who acquired some
wealth and experience working in larger established firms and then set up new
companies. Many of the corporate leaders did their graduate study in the United States
and/or worked in Silicon Valley, so they have a keen understanding of the software
development process. The high profitability and relatively low risk of the industry has
attracted a large number of professionals. Also, entry costs are relatively low. To start
software company does not require huge investments in land, plant, or machinery.

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Most of the assets can be acquired on lease without a high upfront investment. The
lead time for generating revenues is also much shorter than in many other industries.
Industry growth in India
Beginnings in body shopping

The birth of the software industry in India began in 1970 with the entry of
Tata Consulting Services (TCS) into the domain of outsourced application migration
work. In the late 1960s, the Tatas (name of a large conglomerate of companies)
[[several individuals named Tata?]] created TCS as a central service centre for Tata
Group companies. A few young MIT-trained Indian professionals were recruited, and
a large computer system was imported. With IBM having been thrown out of India,
the concept of outsourcing application development work had become a necessity for
Indian companies. Utilizing its excess computer capacity, TCS began doing
outsourced application work for organizations such as Central Bank of India and
Bombay Telephones. Within a few years TCS began sending young Indian engineers
to a joint venture partner in the United States, Burroughs, for training. The trainee
engineers excelled at doing platform conversions, and TCS started earning conversion
assignments for its engineers in Germany and elsewhere.
Later a new company named Tata-Burroughs was formed. Tata was keen to exploit
the personnel placement or body shopping opportunities whereas Burroughs was
interested in selling hardware to the Indian market. After a few successful years the
partnership was broken at the behest of Unisys which had by then acquired Burroughs
in the United States and the company was rechristened as Tata Information System
Limited. A U.S.-trained Indian electrical engineer took over management of TCS in
1969. He used his influence in the Institute of Electrical and Electronics Engineers to
further promote TCS and founded the Computer Society of India with fellow
scientists and professionals from the Tata Institute of Fundamental Research. Many of
these professionals later moved to government and became very influential
policymakers. These early networks played a very useful role in overcoming severe
administrative and procedural constraints in Indias otherwise closed economy during

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the 1970s and 1980s. Following the success of TCS, many other companies were set
up in India.
Beginning in the 1970s, a growing shortage of engineers for the expanding
computer industry in the United States and Europe, an oversupply of Indian engineers
relative to domestic demand, and a growing international reputation for the skills of
Indian engineers, provided an opportunity for body shopping in which Indian firms
such as TCS sent Indian engineers overseas to do software programming onsite,
mostly in American firms for limited, billable projects.
During the first phase (196884) of exports, four types of companies
interlinked in direct and indirect ways to facilitate body shopping (Xiang Biao 2002).
1) There were established companies in India such as TCS and Infosys Technologies
which supplied programmers to large multinationals in IT and non-IT sectors
primarily in the United States. These multinationals also recruited programmers
through local U.S. companies such as Mastech (now iGATE) and Information
Management Resource established by Indians living in the United States. Such
companies in turn recruited manpower through local search agents (small companies
run by Indians in the United States). These agents, from several states in the United
States, would contact local agents in India from a multitude of small companies and
operators. The responsibility of collecting resumes, forwarding them to U.S.
placement agents, preparing visa and contract finalization with the programmers was
done by the agents in India. The programmers were paid low wages. Commissions
were charged by different members of the supply chain. Sometimes there were
subagents spread in different towns and cities in India. There was an interesting
network among revolving players. Programmers who returned to India after a stint
overseas would join the pool of software engineers who could be hired by the
established companies in India. Often, programmers sent onsite by large Indian
companies would move laterally to another assignment in the United States through a
local U.S. agent to prolong their U.S. experience. Later they would return to India and
be in the market for local Indian agents to hire them. The Indian Diaspora had played
a key role in the body shopping exports. Arora and others (2001) also report several
instances where Indian immigrants in the United States helped U.S. buyers to locate
Indian suppliers. Field interviews with U.S. customers reported that the impetus for
outsourcing to India came from employees of Indian origin.

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The development of body shopping links between firms in the United States and India
was due mainly to the large Indian Diaspora in the United States, many of whom
worked as professionals in the American IT industry. They promoted and facilitated
connections between U.S. firms and firms or agents in India who could supply
programmers for onsite work in the United States. The successful growth of body
shopping was due to the skills of Indian entrepreneurs and the steady supply of
lowcost and trainable Indian engineers. Body shopping was and continues to be an
attractive strategy for new entrants into the industry, requiring nothing more than
knowledge and established relations with a few potential clients. The severe shortages
in skilled technical labour for the growing IT industry in the West and the liberal
immigration policies of the United States fuelled the emergence of body shopping.
For example, in the 1990s annual growth of IT expenditures on equipment in the
United States was 24 percent and in Germany and Britain just fewer than 20 percent.
At the end of the 1990s the shortage of programmers, systems analysts, and computer
engineers was estimated at about 346,000 in the United States and30, 000 in Canada.
The era of outsourcing

While initial development of India's software industry was based primarily on
body shopping work onsite at U.S. firms, in recent years the trend has been
increasingly for Indian firms to conduct software development for U.S. clients
offshore in India. This shift was the result of a maturing of India's software industry
and its international reputation in the last 15 years, and the development of necessary
infrastructure and communications technologies in India that has made offshore work
possible. As the Indian software industry matured, increasing client confidence in
Indian capabilities and quality standards enabled Indian firms to move their work
offshore. With maturity has come a goal to move up the value chain. Many new
companies were set up in the 1980s by entrepreneurs with ambitions of creating
world-class software development centres. Firms which had started primarily as
subcontractors for technical manpower gradually shifted to managing complete parts
or phases of projects, and then to delivering complete solutions from India. During
this phase, most companies made significant efforts to assimilate good practices in
project management and quality and to acquire internationally recognized quality
standards certification. NASSCOM played an aggressive role in promoting the India

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brand abroad. In some ways, during this period, India was building a launching pad
for the eventual take off of its software service industry.
In this period the Indian government played a facilitating role in advancing the
industry and enabling offshore work in India. Recognizing the growth potential of the
software industry, the government in the 1980s took key policy actions to open up the
sector. Further policy reforms enacted since the late 1990s have facilitated
development of telecommunications and other infrastructure required for offshore
work. A policy change in 1998 that effectively ended a monopoly on internet service
provider (ISP) gateways, allowed Indias private sector to offer needed bandwidth to
the growing industry. Two years ahead of the World Trade Organization (WTO)
commitment, India liberalized international long distance in 2002. In 1990 the
government created software technology parks (STPs) in 39 locations across India to
provide software companies with access to high speed data communications and
single-window clearance for regulatory compliance. While few of the larger firms
have made use of the STP's, they have provided opportunities for new firms to launch,
and smaller firms to grow, with little investment.
Table shows the shift in the last 15 years from client sites overseas to
offshore business in India. The revenue from services provided in India increased
from only 10 percent in 1988, to 33 percent in 1995, to more than 60 percent by
200304.
Table. Comparison of Indian software export revenue by delivery location (percent)

The Indian software industry is now in its third phase that of takeoff. Today,
most leading companies are operating in the high-end software services business and
are also making efforts to enter the products segment. A new breed of companies, led
by second generation software entrepreneurs, is setting up product-oriented
companies. The industry has weathered ups and downs in the global market,
maintaining a high rate of growth. The industry moved centre stage in the domestic
media because of its visibility in the United States, high market capitalization and

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wealth creation for its employees. It is a source of national pride, and as a

consequence continues to attract disproportionate government attention. The
government set ambitious software export targets and has provided the policies to
enable the industry to achieve those targets. Software companies are increasingly
being recognized for their leadership in adopting best practices in management by the
media. Indian companies have fine-tuned the offshore model and project their
brands as service companies. Companies have moved further up the value chain,
improving productivity, targeting new geographies, vertical domains and businesses.

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2.2 INTRODUCTION TO DOCTRONIC:
Doctronic.in is a web as well as mobile based patient management

tool/software which will help a doctor to maintain the records of the patients in digital
form.
Now doctors no longer require maintaining a separate file/folder to store the patients
history. Through Doctronic.in, entire patients diagnosis can be managed online.
These records can be accessed from anywhere, anytime.
Doctors will also be listed on our website and mobile applications, which will help
patients from nearby areas to find the doctors as per their requirement. Doctors will be
getting new leads through Doctronic.in.
Just like we search doctors on just dial, using Doctronic.in we can search doctors for
various specialities and book the appointments online.
Doctors will be able to manage the patients appointment online; they can also
reschedule appointments if required.
Doctors can prescribe medicines to the patient and all the records will be saved on the
website and mobile app.
Doctors can also view the past medical history of the patient. He can also analysis
how frequently the patient is falling ill and for what all diseases is he falling ill
So basically it's a management tool for doctors, which allows the doctors to
1. View patients past medical history
2. Get new appointment and new patients
3. Manage online patients diagnosis
4. Prescribe medicines online for future retrieval
5. Maintain electronic medical records

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Vision:
We at doctronic want to provide a platform where in doctors and
patients get connected for all their medical needs".
Our aim is to replace the traditional method of maintain medical records and
prescriptions on pen and paper with digital form.
COMPANY PROFILE
NAME OF THE COMPANY DOCTRONIC.IN

Address : Apts., Shimpoli Road, Near S.V.Road,
Borivali (West), Mumbai-400092
Year of Establishment : June-2016

Form of Organisation: Private Company
Location: Mumbai

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2.3 Organization Hierarchy
CEO
CTO
HR MANAGER
MARKETING MANAGER
AREA SALES AREA SALES AREA SALES

MANAGER MA RAREA MANAGER
SALES
MANAGER
Marketing AREA SALES
Marketing Marketing
Executives MANAGER
Executives Executives
NAGER

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THEORETICAL BACKGROUND
INTRODUCTION-
Consumer purchase Behaviour

The study of consumer purchase behaviour focuses on how individuals make
decisions to spend their available resources (time, money, effort) on consumption-
related items (Schiff man and Kanuk, 1997). The field of consumer behaviour covers
a lot of ground. According to Solomon (1996), consumer behaviour is a study of the
processes involved when individuals or groups select, purchase, use, or dispose of
products, services, ideas, or experiences to satisfy needs and desires.
The official definition of consumer behaviour given by Belch (1998) is the process
and activities people engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of products and services so as to satisfy their needs and
desires. Behaviour occurs either for the individual, or in the context of a group, or an
organization. Consumer behaviour involves the use and disposal of products as well
as the study of how they are purchased. Product use is often of great interest to the
marketer, because this may influence how a product is best positioned or how we can
encourage increased consumption.
A decision is the selection of an option from two or more alternative choices. A

decision is simply making a choice. In other words, for a person to make a decision, a
choice of alternatives must be available.
When a person has a choice between making a purchase & not to make a purchase, a
choice between Brand X & Brand Y or a choice of spending time between Place A&
B, person is in a position to make a decision. In other words decision compulsorily
involves more than one option to select from.
The theories of consumer decision-making process assume that the consumers

purchase decision process consists of steps through which the buyer passes in
purchasing a product or service. However, this might not be the case. Not every

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consumer passed through all these stages when making a decision to purchase and in
fact, some of the stages can be skipped depending on the type of purchases.
The reasons for the study of consumers helps firms and organizations improve their
marketing strategies by understanding issues such as:
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
The behaviour of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumers motivation and decision strategies differ between products, that
differ in their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
Consumer Buying Process

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1. Problem Recognition
Put simply, before a purchase can ever take place, the customer must have a reason to
believe that what they want, where they want to be or how they perceive themselves
or a situation is different from where they actually are. The desire is different from the
reality this presents a problem for the customer.
However, for the marketer, this creates an opportunity. By taking the time to create a
problem for the customer, whether they recognize that it exists already or not, youre
starting the buying process. To do this, start with content marketing. Share facts and
testimonials of what your product or service can provide. Ask questions to pull the
potential customer into the buying process. Doing this helps a potential customer
realize that they have a need that should be solved.
2. Information Search
Once a problem is recognized, the customer search process begins. They know there
is an issue and theyre looking for a solution. If its a new makeup foundation, they
look for foundation; if its a new refrigerator with all the newest technology thrown
in, they start looking at refrigerators its fairly straight forward.
As a marketer, the best way to market to this need is to establish your brand or the
brand of your clients as an industry leader or expert in a specific field. Methods to
consider include becoming a Google Trusted Store or by advertising partnerships and
sponsors prominently on all web materials and collaterals.
3. Evaluation of Alternatives
Just because you stand out among the competition doesnt mean a customer will
absolutely purchase your product or service. In fact, now more than ever, customers
want to be sure theyve done thorough research prior to making a purchase. Because
of this, even though they may be sure of what they want, theyll still want to compare
other options to ensure their decision is the right one.
Marketing to this couldnt be easier. Keep them on your site for the evaluation of
alternatives stage. Leading insurance provider Geico allows customers to compare

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rates with other insurance providers all under their own website even if the
competition can offer a cheaper price. This not only simplifies the process, it
establishes a trusting customer relationship, especially during the evaluation of
alternatives stage.
4. Purchase Decision
Somewhat surprisingly, the purchase decision falls near the middle of the six stages of
the consumer buying process. At this point, the customer has explored multiple
options, they understand pricing and payment options and they are deciding whether
to move forward with the purchase or not. Thats right, at this point they could still
decide to walk away.
This means its time to step up the game in the marketing process by providing a
sense of security while reminding customers of why they wanted to make the
purchase in the first time. At this stage, giving as much information relating to the
need that was created in step one along with why your brand, is the best provider to
fulfill this need is essential.
If a customer walks away from the purchase, this is the time to bring them back.
Retargeting or simple email reminders that speak to the need for the product in
question can enforce the purchase decision, even if the opportunity seems lost. Step
four is by far the most important one in the consumer buying process. This is where
profits are either made or lost.
5. Purchase
A need has been created, research has been completed and the customer has decided
to make a purchase. All the stages that lead to a conversion have been finished.
However, this doesnt mean its a sure thing. A consumer could still be lost.
Marketing is just as important during this stage as during the previous.
Marketing to this stage is straightforward: keep it simple. Test your brands purchase
process online. Is it complicated? Are there too many steps? Is the load time too slow?
Can a purchase be completed just as simply on a mobile device as on a desktop

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computer? Ask these critical questions and make adjustments. If the purchase process
is too difficult, customers, and therefore revenue, can be easily lost.
6. Post-Purchase Evaluation
Just because a purchase has been made, the process has not ended. In fact, revenues
and customer loyalty can be easily lost. After a purchase is made, its inevitable that
the customer must decide whether they are satisfied with the decision that was made
or not. They evaluate.
If a customer feels as though an incorrect decision was made, a return could take
place. This can be mitigated by identifying the source of dissonance, and offering an
exchange that is simple and straightforward. However, even if the customer is
satisfied with his or her decision to make the purchase, whether a future purchase is
made from your brand is still in question. Because of this, sending follow-up surveys
and emails that thank the customer for making a purchase are critical.
Take the time to understand the six stages of the consumer buying process. Doing this
ensures that your marketing strategy addresses each stage and leads to higher
conversions and long-term customer loyalty.

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DATA ANALYSIS AND INTERPRETATION
Table No: 4.1: Software do you use
Particulars No of Respondents Percentage

Doctronic 3 6
Practo 13 26
Lybrate 9 18
Curofy 11 22
Sarident 8 16
Homeopath 6 12
Total 50 100
(Source: survey)
Figure : 4.1 software do you use
No.of Respondents Percentage of respondent
14
12
10
8
6 13
11
4 9 8
6
2
3
0
Doctronic Practo Lybrate Curofy Sarident Homeopath
Interpretation: From the above table and graph it can be seen that 6 percent
respondents use doctronic, 26 percent respondents use practo, 18 percent respondents
use lybrate, 22 percent respondents use curofy, 16 percent respondents use sarident
and 12 percent respondents use homeopath.

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Table No: 4.2: work covered by the medical software.
Particular No of Respondents Percentage

10% To 20% 10 22
20% To 40% 18 39
40% To 60% 13 28
60% To 80% 9 11
Total 50 100
(Source: survey)
Figure: 4.2 percentage of work covered by the medical software.
No of respondent
11%
22% 10% To 20%
20% To 40%
28%
40% To 60%
39% 60% To 80%
Interpretation: From the above table and graph it can be interpreted that 22 percent
respondents are of the opinion that 10 to 20 percent work is covered using software,
39 percent are of the opinion that 20 to 30 % work is covered using software, , 28
percent are of the opinion that 40 to 60 % work is covered using software and , 11
percent are of the opinion that 60 to 80 % work is covered using software.

25
Table No: 4.3: Type of software used
Particulars No. of Respondents Percentage

Online 19 38
Offline 31 62
Total 50 100
(Source: survey)
Figure: 4.3 Type of software to use.
Percentage of respondent
0%
0%
38%
Online
62%
Offline
Interpretation: From the above table and graph indicated that 62 percent respondents
use the offline software and 38 percent respondents use the online software.

26
Table No: 4.4: Rating the medical software.

Good 27 54
Better 11 22
Bad 7 14
Worst 5 10
Total 50 100
(Source: survey)
Figure: 4.4 rate the medical software.
No of Respondent
30
27
25
20
15
11
10
7
5
5
0 0 0 0 0 0 0 0
0
Good Better Bad Worst
Interpretation: From the above table and graph it can be observed that, 54 percent
respondents rated software as good, 22 percent respondents rate software as better,
14 percent respondents rate software as bad and 10 percent respondents rate software
as worst.

27
Table No: 4.5: Factors that influenced respondents to purchase software

Advertising 23 46
Friends 10 20
Agents 8 16
Others 9 18
Total 50 100
(Source: survey)
Figure: 4.5 factors purchasing software.
No of respondent
18%
Advertising
46% Friends
16%
Agents
Others
20%
Interpretation: From the above table and graph shown that 49 percent respondents
have purchased application under the influence of advertisement, 21 percent
respondents have purchased application under the influence of friends, 17 percent
respondents have purchased application under the influence of agents, and 13 percent
respondents have purchased application under the influence of others. It can see that
most of the respondents have purchased application under the influence of
advertisements.

28
Table No: 4.6: Facility expected for purchasing.

User Friendly 25 50
Features Speciality 8 16
Price 7 14
Free Service 10 20
Total 50 100
(Source: survey)
Figure: 4.6 Facility expected for purchasing.
No. of Respondent
20%
User Friendly
50% Features Speciality
14% Price
Free Service
16%
Interpretation: The above pie chart shows that 50 percent customers expect user
friendly, 20 percent customers expect free service, 16 percent customers expect
features speciality and 14 percent customers expects price for purchasing software.

29
Table No: 4.7: Opinion about of the software product.
Excellent 18 36
Satisfactory 19 38
Average 7 14
Unsatisfactory 6 12
Total 50 100
(Source: survey)
Figure: 4.7 Opinion about of the software product.
20
No.of Respondents
18
16
14
12
10 19
18
8
6
4 9
2 4
0
Excellent Satisfactory Average Unsatisfactory
Interpretation: The above histogram shows that 19 percent customers have

satisfactory opinion, 18 percent customers have excellent opinion, 9 percent
customers have average and 4 percent customers have dissatisfied about the software.

30
Table No: 4.8: Use of software.

0 To 1 21 42
1 To 2 13 26
2 TO 3 10 20
Above 3 6 12
Total 50 100
(Source: survey)
Figure: 4.8 Use of software.
No. of Respondent
12%
0 To 1
42%
20% 1 To 2
2 To 3
Above 3
26%
Interpretation: The above pie chart shows that 42 percent customers are using the
software from 0 to 1 year, 26 percent customers are using the software from 1 to 2
years, 20 percent customers are using the software from 2 to 3 years and 12 percent
customers are using the software from above 3 years.

31
Table No: 4.9: Purpose of you use software.

Easy to work 11 22
Managing specialty 8 16
Data storing 23 46
Online prescription 8 16
Total 50 100
(Source: survey)
Figure: 4.9 Purpose of you use software.
18
16
16 15
14
12 11
10
8
8
6
4
2
0 0 0 0 0 0 0 0
0
Good Best Better All of These
Interpretation: The above histogram shows that 42 percent customers have the
purpose for using the software is data storing, 26 percent customers have purpose for
using this software, 19 percent customers are having the purpose for using this
software is managing speciality, and 13 percent customers are having purpose for
using this software is online prescription.

32
Table No: 4.10: features for preference to use medical software.

Quality 10 20
Price 7 14
Customization 12 24
Additional features 8 16
User friendly 9 18
Compatibility 4 8
Total 50 100
(Source: survey)
Figure: 4.10 features for preference to use medical software.
No.of Respondents
14
12
10
6 12
10
9
4 8
7
2 4
0
Quality Price Customization Additional F User friendly Compatibility
Interpretation: From the above table and graph 20 percent respondents prefer to use
software because of quality, 14 percent respondents use it because of price, 24 percent
respondents use it because of customization facility, 16 percent respondents use it
because of additional features, 18 percent respondents use it because it is user friendly
and 8 percent respondents use software as it is compatible to their respective devices.

33
Table No: 4.11: Rating customer service of software product.

Good 15 30
Best 11 22
Better 16 32
All of these 8 16
Total 50 100
(Source: survey)
Figure: 4.11 rating customer service of software product.
No. of Respondent Percentage of respondent

20
15 0 0
10 0
15
16
5 11
0
0 6
Good
Best
Better
All of These
Interpretation: The above pie chart shows that 33 percent customers rate this
software better, 31 percent customers rate this software good, 23 percent customers
rate this software best and 13 percent customers rate this software all above these.

34
Table No: 4.12: Whether gathered information before buying software.
Particulars No. of Respondents Percentage

Yes 40 80
No 10 20
Total 50 100
(Source: survey)
Figure: 4.12 whether gathered information before buying software.
No. of Respondent
0%
0%
20%
Yes
NO
80%
Interpretation: The above pie chart shows that 80 percent customers have gathered
positive information about the software and 20 percent customers have gathered
negative information about the software.

35
Table No: 4.13: Means used to gather information about software.

Internet 13 26
Colleagues 9 18
Advertisement 12 24
Other 6 12
Total 50 100
(Source: survey)
Figure: 4.13 Means used to gather information about software.
14
No. of Respondent Percentage of respondent
13
12
12
10 9
8
6
6
2
0 0 0 0 0 0 0 0
0
Internet Colleagues Advertisement Other
Interpretation: The above pie chart shows that 32 percent customers have collected
the information about software from the internet, 30 percent customers have collected
information from advertisement, 23 percent customers have collected the information
from their colleagues and 15 percent customers have collected the information from
the other resources.

36
Table No: 4.14: Rating given to after sales service out of 10.

2 7 14
4 9 18
6 20 40
8 8 16
10 6 12
Total 50 100
(Source: survey)
Figure: 4.14 rating given to after sales service out of 10.

25 No.of Respondents
20
15
10 20
5 9
7 8
6
0 0
2 4 6 8 10
Interpretation: The above histogram shows that 40 percent customers rate this
software for sales is 6, 18 percent customers rate is 4 16 percent customers rate is 8,
14 percent customers rate is 2 and 12 percent customers rate is 10 out of 10 for this
software.

37
FINDINGS
Research Findings
On the basis of the survey conducted it is found that 6 percent respondents use
doctronic, 26 percent respondents use practo, 18 percent respondents use
lybrate, 22 percent respondents use curofy, 16 percent respondents use
sarident and 12 percent respondents use homeopath.
By means of the survey conducted it can be observed that 22 percent
respondents are of the opinion that 10 to 20 % work is covered using software,
39 percent are of the opinion that 20 to 30 % work is covered using software, ,
28 percent are of the opinion that 40 to 60 % work is covered using software
and , 11 percent are of the opinion that 60 to 80 % work is covered using
software.
From the survey conducted it can be found that 62 percent respondents use the
offline software and 38 percent respondents use the online software.
Survey conducted during the study tells that 54 percent respondents rate
software as good, 22 percent respondents rate software as better, 14 percent
respondents rate software as bad and 10 percent respondents rate software as
worst.
respondents have purchased application under the influence of advertisement,
21 percent respondents have purchased application under the influence of
friends, 17 percent respondents have purchased application under the influence
of agents, and 13 percent respondents have purchased application under the
influence of others. It can see that most of the respondents have purchased
application under the influence of advertisements.
On the basis of the survey conducted it is found that 50 percent customers
expect user friendly, 20 percent customers expect free service, 16 percent
customers expect features speciality and 14 percent customers expects price
for purchasing software.
Survey conducted during the study tells that 19 percent customers have
satisfactory opinion, 18 percent customers have excellent opinion, 9 percent

38
customers have average and 4 percent customers have dissatisfied about the
software.
customers are using the software from 0 to 1 year, 26 percent customers are
using the software from 1 to 2 years, 20 percent customers are using the
software from 2 to 3 years and 12 percent customers are using the software
from above 3 years.

have the purpose for using the software is data storing, 26 percent customers
have purpose for using this software, 19 percent customers are having the
purpose for using this software is managing speciality, and 13 percent
customers are having purpose for using this software is online prescription.
From the survey conducted it can be found 20 percent respondents prefer to
use software because of quality, 14 percent respondents use it because of
price, 24 percent respondents use it because of customization facility, 16
percent respondents use it because of additional features, 18 percent
respondents use it because it is user friendly and 8 percent respondents use
software as it is compatible to their respective devices.
Survey conducted during the study tells that 33 percent customers rate this
software better, 31 percent customers rate this software good, 23 percent
customers rate this software best and 13 percent customers rate this software
all above these.

have gathered positive information about the software and 20 percent
customers have gathered negative information about the software.
customers have collected the information about software from the internet, 30
percent customers have collected information from advertisement, 23 percent
customers have collected the information from their colleagues and 15 percent
customers have collected the information from the other resources.

39
On the basis of the survey conducted it is found that 40 percent customers rate
this software for sales is 6, 18 percent customers rate is 4, 16 percent
customers rate is 8, 14 percent customers rate is 2 and 12 percent customers
rate is 10 out of 10 for this software.
General Findings
Most of the doctors are aware about medical software.
It is required to certain strategies to promote the software among the doctors.
Doctors demand for the software which can serve their needs and can be
useful to them so, a doctor says that company should come of with
customization option.
Doctors also demand for offline service.
CONCLUSSION:
After the survey of marketing, I would like to conclude that

the Pandharpur city is semi-rural area. So, the company has to launch this product
after 4 to 5 year, because of that the tendency of the doctors are not interested to
handling the technically medical software.
It is great opportunity for me to work with such
software company like DOCTRONIC.IN I gate practical knowledge and marketing
experience.

40
SUGGESTIONS
After the completions of my summer internship to analyse the market according to my

opinion the suggestions to the company:
The awareness of the medical software is less, so the company goes to apply
various strategies to introduce medical software.
Doctors are not interested to handle the technical health care software, so it is
necessary to prove that the software is user friendly.
The doctronic software is online so there might be various problems during the
use, so the company should launch software with one more option i.e. offline.
Company should open offices or customer service stations at district level and
appoint employees for better service.
There are various specializations in medical field, so the medical software

should be customized according to their requirement.

41

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MBA PROGRAM SOLAPUR UNIVERSITY, SOLAPUR

Consumer purchase behaviour is comparatively a new field of study which evolved

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

1.2 OBJECTIVES OF THE STUDY:

1. To study the parameters considered in purchase of health care software.

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

LIMITATIONS OF THE STUDY:

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

1.4 RESEARCH METHODOLOGY:

They may be secondary and primary data

A sample is fraction of subset of population through a valid statistical procedure so

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

represents the universe, simple random sampling.

Research Approach Survey

Research Instrument Questionnaire

Sample Unit All doctors in Pandharpur city

Sample method Simple Random Sampling

Data Collection Primary And Secondary Data

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

2.1 INTRODUCTION TO INDUSTRY

When Digital Equipment Corporation (DEC) brought a relatively low-priced

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

Size of the industry

Mergers and acquisitions

Business models within the software industry

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

Electronic health or medical record softwares

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

HOSxP is a hospital information system, including Electronic health record (EHR), in

Open EMR is a PHP-based [1] electronic medical record (EMR) system.

OSCAR McMaster is an electronic medical record (EMR) application. The billing

THIRRA is a web-based EHR application designed primarily for narrowband. It

Vist A Veterans Administrations integrated electronic health record system

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

Smart Care is a C# windows based EHR application, with working installations in

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

Industry growth in India

Beginnings in body shopping

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

The era of outsourcing

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

Table. Comparison of Indian software export revenue by delivery location (percent)

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

wealth creation for its employees. It is a source of national pride, and as a

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

2.2 INTRODUCTION TO DOCTRONIC:

Doctronic.in is a web as well as mobile based patient management

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

NAME OF THE COMPANY DOCTRONIC.IN

Year of Establishment : June-2016

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

2.3 Organization Hierarchy

AREA SALES AREA SALES AREA SALES

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

Consumer purchase Behaviour

A decision is the selection of an option from two or more alternative choices. A

The theories of consumer decision-making process assume that the consumers

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

Consumer Buying Process

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |

SVERIs COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2016-2017) Page |