Student Dissertation

Agency : Consumer Behaviour; Patient Satisfaction; Market Analysis

Objective : To identify factors affecting patients’ decision in selection of hospital.

Background : This project is based on the aspect of consumer behavior with respect to selection preference of any Hospital. It revolves specifically around the consumer’s behavior when it comes to selecting a Hospital in the time of Emergency and for major surgeries. The factors that influence the consumer to make his/her decision while selecting a Hospital. A small survey was conducted which included a structured Questionnaire guideline. Local people from Mira- Bhayandar were interviewed, given data was collected and documented. This survey was done to understand consumer’s demand in the todays world and aid those demands.

Methodology : Simple random technique was used to collect Primary data of 130 sample size with the help of close ended Questionnaire. Study setting-Wockhardt Super Specialty Hospital, Mira Road, inaugurated in 2014, has been envisioned as a healthcare destination where patients receive care in a truly restorative environment. It is a 14 storied and 350 bedded Multi-specialty tertiary care hospital. Study Design- Cross-sectional design. Sample size and sampling technique-Study participants were the locals from Mira-Bhayandar, Thane. A small survey was conducted which included a structured questionnaire guideline. Local people from Mira-Bhayandar were interviewed, given data was collected and documented.

Findings : The analysis highlighted that 35 study participants out of 130 choose qualified & experienced Doctors,20 study participants out 130 choose 24X7 Emergency Service,24 study participants out of 130 choose past experience with Hospital and 25 study participants out of 130 choose Quality of care as the important factors influencing decisions while selecting and recommending a Hospital. Highest number of study participants i.e. 47 out 130 choose Wockhardt Hospital as the best Hospital in Mira-Bhayandar Area. Wockhardt Hospital has a major hold in the age group of 20-30% i.e. 44 % and least in the age group of 40 and above. Maximum number i.e. 47% rely on their family doctor, 46% take advice from friends/family for mode of reference.

Recommendations : It can be concluded Wockhardt Hospital was chosen as the best Hospital. The study also concluded 4 important factors which affects the patients’ decision while selecting the hospital are Qualified & experienced Doctors, 24X7 Emergency Service, previous experience with Hospital and Quality of care. This study showed that people still rely majorly on Family Doctors and peers for the mode of reference and Wockhardt Hospital has a major hold in the age group of 20-30.


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