AN ASSIGNMENT ON

Subject: Services Marketing

Topic: A study on service quality rendered by pharmacies

Master of business administration Session 2013- 2014

Submitted by: Prachi Tiwari Deepika Verma Priyanka Sahu Arpita Hariharno MBA 3rd sem.

Guided by: Prof. Imran Siddiqui Faculty Of Management MBA

Table of Contents

Chapter

Title

Page No.

Introduction Literature Review

3- 5 6

II

3.1 Methodology

8 - 11

III

4.1 Results and discussions

12- 25

IV

5.1 Conclusions

26-27

Appendix

27- 30

Chapter I Introduction

The customer loyalty is crucial in much business. In the Portuguese pharmacies there is no free competition between pharmacies. That is an additional problem to develop a model of loyalty. Thus, this is an opportunity to develop a study in a non-competitive market (the road to liberalization on the market is irreversible) and in the future reply the study to a competitive one and compare each other. In this moment, Portugal is one of the rare developed countries where the medical drugs are exclusively sold in pharmaceutical establishments. But, this is the turn on moment. The Govern has announced the partial liberalisation to this industry. The medical drugs without medical prescription, in a short future, could be sold in the hypermarkets. Thus, this is the moment to capture the grade of loyalty with no liberalisation and, in the future, compare with the post liberalisation loyalty.

Literature Review:
Advertising is a non-personal paid form where ideas, concepts, products or services, and information, are promoted through media (visual, verbal, and text) by an identified sponsor to persuade or influence behavior (Ayanwale et al., 2005 and Bovee, et al. 1995). Emotional Response: Advertising is to create understanding, liking, and selection of product or services. The most influencing theory in marketing and advertising research is attitude-towards the-ad. However, the attitude that is formed towards the ad help in influencing consumers attitudes toward the brand until their purchase intent (Goldsmith & Lafferty, 2002). Consumer buying behavior is based on the concept and idea that he/she simply decided to purchase a product or service at the spot (Adelaar et al., 2003). The major aim of advertising is to create positive attitude towards the ad and the brand until consumer purchases that product and through this positive attitude create emotional response in the mind of consumer (Goldsmith & Lafferty, 2002). That is why basic aim of advertising to encourage people to buy things and creates awareness (Bijmolt et al., 1998). According to the traditional attitude theory consumer, behavior is predicted from consumer attitude when consumers buy the brand, which they like the most. An attitude may be defined as acquire behavioral disposition (Smith & Swinyard, 1983). However Adelaar et al. (2003) explained that behavior is produced by emotional response, which is created by three factors: Pleasure: the state in which person feel good, happy, or joyful in a particular situation. Arousal: the state of feeling that is varying from person to person in different situations i.e. feeling of excitement, active, bored, or sleepy. Dominance: this defines individual feelings, which are in control of or free to act in a particular situation. When consumer watches an advertisement about the brand and develops likeness for the brand and then eventually willing to purchase it (Goldsmith & Lafferty, 2002). The terminology for actual buying behavior is that consumer in real sense purchase the product or services (Adelaaret al., 2003). The objective of consumer buying behavior is to determine the factor that influence consumer to act in a particular way but in different situation response is the consumer ability to recall the brand ad (Goldsmith & Lafferty, 2002). Thus, the relative importance of brand recall will depend on the extent to which consumer makes product related decisions, which leads to the brand awareness (Keller, 2006). This brand awareness helps in ensuring the recall ad, which has the competitive advantage over those brands that are not recalled easily. Thus positive attitude towards ads have more ability to recall the ads then those
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having negative attitude (Goldsmith & Lafferty, 2002). Brand knowledge through advertisement helps in influencing brand salience in an away that the quantity and sparkle of the memories about the brand thought to be in buying situation that creates emotional response towards ads (Holden & Lutz, 1992). However, individual uses cue in different buying situation for recalling the brand ad and greater chance of brand to be retrieved of any buyer, when different attributes are attached to the brand, which creates brand association (Romaniuk & Sharp, 2004). As emotional advertising is considered most effective tools, so that consumer ultimately gives emotional response to that product (Brassington & Pettitt, 2001). Normally, a positive relationship between visual, verbal and text intensity of media and emotional response has been found (Bezijian et al., 2008). Environmental Response: Environmental attitudes are defined by attitude theory, which is based on beliefs. Environmental attitude is based on those belief and norms, which are constructed through individual perception and this perception, should be taken as individuals opinion rather than an attitude (Heberlein & Wisconsin, 1998). Environmental variables might affect on buying behaviors of consumer (Stern, 1962). As marketing related research proposed that environment provides certain type of experience for consumer, which are used for promotion and selling product or services (Adelaar et al., 2003). Specially, marketing research has conducted to describe the effect of different emotional condition at the time of purchasing (Morris & Boone, 1998). The purchasers who cannot decide what to purchase, use the process of purchase intent (Goldsmith & Lafferty, 2002). Purchase intent means customer purchase the product unintentionally and unplanned (Adelaar et al., 2003). Shopping lifestyle of consumer describes the behavior of consumer who wants to purchase and give positive responses towards the product (Tirmizi et al., 2009). In this condition consumer, take only information from retail store for purchase decision (Stern, 1962). However, the environmental psychology model provides better concept of emotional response rather than traditional marketing research (Hitchon, 1994). Sense modalities and information rates make the environmental psychology model. Sense modalities are sound, sight, and touch that can affect user experience. The information rate can affects user for gaining information from advertisement. So that in advertisement video, picture, and songs are strongly correlated. The environmental psychology model proposes an environment (such as retailing store) that produces an emotional feeling in an individuals mind, which is divided into pleasure, arousal or dominance in different buying situation.
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Chapter III Methodology

TITLE
A study on advertisement influence on buying behavior of antipyretic cough and cold formula for children.

Objective
To study whether customer are influenced by the advertisements of cough syrups. To study that whom they prefer advertisements or only doctor prescriptions To study the buying behaviors of customers towards cough syrups. To create awareness among customers towards use of cough syrups.

Research Methodology
All the findings and conclusions are based on the survey done in the working area within time limit. I tried to select a sample representative of the whole group during my job training. I have collected data from 100 respondents for studying Customer perception and satisfaction level towards Kotak Life Insurance, selected randomly from different areas in Raipur such as: Public places like shopping centers, malls, restaurants etc. Employees of Government Departments Employees of Private Firms Business / Self Employed.

INTRODUCTION Research is an art of scientific investigation through search for new facts in any branch of knowledge. It is a moment from known to unknown. Research always starts with a question or a problem. Its purpose is to find answers to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studied. As marketing does not address itself to basic or fundamental question, it does not qualify as basic research. On the contrary, it tackles problems, which seem to have immediate commercial potential. In view of the major consideration, marketing research should be regarded as applied research. We may also say that marketing research is of both types problem solving and problem oriented. Marketing research is as systematic and objectives study of the problems pertaining to the marketing of the goods and services. It may be emphasized that it is not restricted to any particular area of marketing, but is applied to all the phases and aspects. METHOD OF DATA COLLECTION 1) Data to be collected. Data includes facts and figures, which are required to be collected to achiever the objectives of the project. In order to determine the present position and satisfaction of customer of kotak Mahindra Life Insurance. a) Primary Data The data that is being collected for the first time or to particularly fulfill the objectives of the project is known as primary data. These types of data were, - The market share of Kotak Mahindra Life Insurance. - The market share of other brands available in the market. - Responses of consumer. - Identifying pros and cons of the brand.

The above primary data were collected through responses of consumer was conducted through questionnaires prepared for them. b) Secondary Data Secondary data are that type of data, which are already assembled and need not to collected from outside. These types of data were i) Company Profile ii) Product Profile iii) Competitors Profile The aforesaid data were collected through Internet and company s financial report. 2) Data Collection Method For given project, the primary data, which needed to collect for the first time, were much significant. This type of information gathered through Survey technique, which is the most popular and effective technique for correct data collection. The survey was completed with the use of questionnaires. 3) Sampling Sample is the small group taken under consideration from the total group. This small group represents the total group. In the project the market research, which was ask to be studied was raipur market but as it was impossible to approach all the respondents customer of the city, hence a sample was selected which represents the whole city. The areas selected for the sample are present further in the appendix. Sample size of customer list was taken from Kotak Mahindra Life Insurance customer data basic. 4) Data Evaluation The data so collected were not simply accepted because it contained unnecessary information and over or under emphasized facts. Therefore only relevant data were included in the report, which helped in achieving the objectives of the project.

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Chapter IV Results and Discussions

11

1.How many members are in your Family?

members Cumulative Percent 24.0 78.0 91.0 100.0

Valid

1.00 2.00 3.00 4.00 Total

Frequency 24 54 13 9 100

Percent 24.0 54.0 13.0 9.0 100.0

Valid Percent 24.0 54.0 13.0 9.0 100.0

2 to 4 4 to 6 6 to 8 more than 8

Interpretation: 24 % family have 2 to 4 members 54% family have 4 to 6 members and 13% and 9% families have 6 to 8 and more than 8 members approx.

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2. Have you ever suffered from seasonal fever ?

seasonal fever Cumulative Percent 94.0 100.0

Frequency Valid 1.00 2.00 Total 94 6 100

Percent 94.0 6.0 100.0

Valid Percent 94.0 6.0 100.0

yes no

Interpretation: 94% respondents suffered from seasonal fever.

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3. Which Type of Medicine you take while suffering from cough?

type of medicine Cumulative Percent 44.0 90.0 98.0 100.0

Frequency Valid 1.00 2.00 3.00 4.00 Total 44 46 8 2 100

Percent 44.0 46.0 8.0 2.0 100.0

Valid Percent 44.0 46.0 8.0 2.0 100.0

Sales

homeopathic allopathic ayurvedic others

14

4. Do you find it suitable for curing your cough?

suitable for curing Cumulative Percent 39.0 100.0

Valid

1.00 2.00 Total

Frequency 39 61 100

Percent 39.0 61.0 100.0

Valid Percent 39.0 61.0 100.0

Sales

yes no

15

8. Do you think advertisement of these medicines are important?

advertisement Cumulative Percent 38.0 98.0 99.0 100.0

Frequency Valid 1.00 2.00 3.00 4.00 Total 38 60 1 1 100

Percent 38.0 60.0 1.0 1.0 100.0

Valid Percent 38.0 60.0 1.0 1.0 100.0

Sales

yes no

16

10.Which media is more effective for these medicines?

effective media Cumulative Percent 25.0 72.0 85.0 97.0 100.0

Frequency Valid 1.00 2.00 3.00 4.00 5.00 Total 25 47 13 12 3 100

Percent 25.0 47.0 13.0 12.0 3.0 100.0

Valid Percent 25.0 47.0 13.0 12.0 3.0 100.0

Sales

print radio television word of mouth

17

11. Which of the brand advertisement you have seen?

brand advertisement Cumulative Percent 17.0 60.0 84.0 100.0

Frequency Valid 1.00 2.00 3.00 4.00 Total 17 43 24 16 100

Percent 17.0 43.0 24.0 16.0 100.0

Valid Percent 17.0 43.0 24.0 16.0 100.0

Sales

d-cold benadryll corex other

18

12. Which of the brand you have purchased recently in between 2month?
brand purchased Cumulative Percent 27.0 79.0 90.0 100.0

Frequency Valid 1.00 2.00 3.00 4.00 Total 27 52 11 10 100

Percent 27.0 52.0 11.0 10.0 100.0

Valid Percent 27.0 52.0 11.0 10.0 100.0

Sales

d-cold benadryll corex other

19

14. What is the Price of the Medicine which you buy?

price of medicine Cumulative Percent 13.0 71.0 87.0 94.0 100.0

Valid

1.00 2.00 3.00 4.00 5.00 Total

Frequency 13 58 16 7 6 100

Percent 13.0 58.0 16.0 7.0 6.0 100.0

Valid Percent 13.0 58.0 16.0 7.0 6.0 100.0

Sales

10 to 20 20 to 30 30 to 60 60 to 80 above 80

20

16.Do you read the label for ingredients?

read the label Cumulative Percent 18.0 76.0 100.0

Frequency Valid 1.00 2.00 3.00 Total 18 58 24 100

Percent 18.0 58.0 24.0 100.0

Valid Percent 18.0 58.0 24.0 100.0

Sales

full label partial don't read

21

20. Do you stock medicines in your home?

stock medicines Cumulative Percent 85.0 100.0

Frequency Valid 1.00 2.00 Total 85 15 100

Percent 85.0 15.0 100.0

Valid Percent 85.0 15.0 100.0

Sales

yes no

22

21. Who recommended you to use Cough medicine, which you are using?
recommend Cumulative Percent 27.0 79.0 90.0 100.0

Frequency Valid 1.00 2.00 3.00 4.00 Total 27 52 11 10 100

Percent 27.0 52.0 11.0 10.0 100.0

Valid Percent 27.0 52.0 11.0 10.0 100.0

Sales

doctor chemist family neighbour

23

22. Are you satisfied with the recommendation of Cough medicine?

satisfied by recommendation Cumulative Percent 18.0 76.0 100.0

Frequency Valid 1.00 2.00 3.00 Total 18 58 24 100

Percent 18.0 58.0 24.0 100.0

Valid Percent 18.0 58.0 24.0 100.0

Sales

highly good not satisfied

24

Chapter IV Conclusions and Observations.

25

OBSERVATIONS Mostly people suffer from seasonal fever. 7 to 9 times annually. People prefer allopathic medicines more than other medicines. Benadryll is more popular cough syrups. Other than this crocin is also popular. Cough medicines are mostly bought by themselves without prescription of doctors. People by branded medicines more than generic medicines Most cough syrups take 5 to 6 days to cure cold and cough.
CONCLUSION
In conclusion, women more easily than man were infl uenced by advertising when it came to purchasing OTC medications. What is more, their assortment of such products was wider. The lower the level of education of respondents, the lower the frequency with which they obtained advertised OTC cold medications, and the smaller the range of OTC cold remedies they used. Respondents with vocational or primary education showed the worst knowledge of the names of OTC drugs they self-administered to treat the common cold. Those respondents who more frequently bought OTC cold medications under the infl uence of advertisements used a richer assortment of such products.

26

Questionnaire on advertisement influence on buying behavior of antipyretic cough and cold formula for children
NameAddressQualificationAnnual incomeMobile no.e-mailOccupation-

1.How many members are in your Family? a] 2-4 ( ) b] 4-6 ( ) c] 6-8 ( ) d] more than 8 ( )

2. Have you ever suffered from seasonal fever ? a] Yes ( ) b] No ( )

3. Which Type of Medicine you take while suffering from cough? a] Homeopathic medicines ( ) c] Ayurvedic medicines ( ) b] Allopathic medicines ( ) d] Others ( )

4. Do you find it suitable for curing your cough? a] Yes( ) b] No( )

5. Are you satisfied from your Cough medicine? a] Yes( ) b] No( )

6. Does your Cough medicines suits to your family? a] Yes( ) b] No( )

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7. Children are also using same medicine for the treatment of Cough? a] Yes( ) b] No( )

8. Do you think advertisement of these medicines are important? a] Yes( ) b] No( )

9.Does these advertisements influence your purchasing? a] Yes( ) b] No( )

10.Which media is more effective for these medicines? a] Print ( ) c] Television ( ) b] Radio ( ) d] Word of mouth( )

11. Which of the brand advertisement you have seen? a] D_cold( ) c] Corex( ) b] Benadryll( ) d] other ( )

12. Which of the brand you have purchased recently in between 2month? a] D_cold( ) c] Corex( ) b] Benadryll( ) d] other ( )

Other( ) mention the brand name____________ 13. Do you buy generic or branded medicienes? a] Generic ( ) b] Branded ( ) mention the name_____________________

14. What is the Price of the Medicine which you buy? a] Rs10-20( ) b] Rs20-30( ) c] Rs30-60( ) d] Rs60-80( ) e] above80 ( )
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15. Which Flavor you look in Cough medicine? a] Orange( ) b] Strawberry( ) c] Other__________ 16.Do you read the label for ingredients? a] Full label( ) b] Partial( ) c] Dont read( )

17. Do you read & follow the direction given on the label of Product for taking the medicines? a] Yes( ) b] No( )

18. For the Children below the age of 5years do you buy the medicines by yourself or as per the prescription of the Doctor only? a] My self( ) b] Prescription of the Doctor( )

19 How many day does your medicines take time to Cure the Cough completely? a] 3day( ) b] 5day( ) c] 7day( ) d] More than 7day( ) 20. Do you stock medicines in your home? a] Yes( ) b] No( )

21. Who recommended you to use Cough medicine, which you are using? a] Doctor( ) b] Chemist( ) c] Family( ) d] Neighbor( ) 22. Are you satisfied with the recommendation of Cough medicine? a] Highly satisfied( ) b] Good enough( ) c] Not satisfied( )

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