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PROJECT REPORT
ON
“Study of promotion strategies adopted by various companies and Perceptual mapping of buying behavior of Diabetic patients with respect to Blood Glucose Monitoring System (Glucometer).”
(SUBMITTED TOWARDS FULFILLMENT OF DISSERTATION)
1
TABLE OF CONTENTS
Acknowledgment…………………………………………………………......2
Declaration………. .….…………………………………………...………….3
Chapter 1 Executive Summary ……................................................................7
Chapter 2 Objectives of Project ……………………………………………..10
Chapter 3 Introduction/Profile of Organisation………………………………12
Chapter 4 Research Methodology……………………………………………16
4.1) Research Design………………………………………………..16
4.2) Sample Design…………………………………………………..16
4.2.1)Sample Unit ………………………...………………………...16
i. Sample Size………………………………………………..16
ii. Sampling Technique…….....................................................16
iii. Sampling Area……..............................................................16
4.2.2) Data Collection ……………………….……………...............17
i. Sources….………………………..…………………………..17
ii. Tools………………..………………….…………………….17
Chapter 5: Data Analysis……..…………………..…….................................19
i. Statistical Tools/Techniques…………………….…………22
ii. Inferences………………………………………………….23
Chapter 6: Findings…….…..............................................................................28
Chapter 7: Recommendations and suggestions…………………………….…30
Chapter 8 : Limitations ………………...………………………………….…33
Chapter 9: Conclusion …………..……………………………………………35
Chapter 10: References and Bibliography……..……………………………..37
Chapter 11::Annexure ………………………………………………………..39
2
LIST OF TABLES/FIGURES:
Chapter Particulars Page no
5.1 Know Glucometer 34
5.2 List of factors for factor analysis 35
5.3 KMO test tables 20
5.4 Communalities 21
5.5 Total variance explained 21
5.6 Total rotated component matrix 22
5.7 Factor-1 table 24
5.8 Factor-2 and factor-3 table 25
3
CHAPTER -1
4
CHAPTOR-1
1. EXECUTIVE SUMARY
Today, wide research is being conducted to increase the lifespan of human beings.
Many biotechnological products and services have come about, which have changed
our quality of life drastically. S.D. Bio Standard Diagnostic India has a well-equipped
research and development center, where the experienced team of scientists
and professionals bring their wealth of industrial experiences to develop new and
improved products at regular intervals.
These days, Diabetes has become a very common and known word to everyone and
due to various reasons like changing lifestyle and food habit, inheritance etc. are
leading to increase in the no. of Diabetic patients everyday.
Hence many Pharmaceutical companies are planning to grab this segment by
introducing more and more Diabetic solution in the market.
In this study I have analyzed that what are the various promotional strategies, which is
been adopted by the various Pharmaceutical companies, how they are planning to
promote their Diabetic solutions in the market.
In order to do the needful I have use both kinds of data, primary data as well as
secondary data. A depth interview was held to map the perception of respondents to
understand the buying behavior of consumers by using MDS (multi dimensional
scaling) approach.
After going through the whole study it has been revealed that:
There is enough awareness about Glucometer among diabetic patient, and Approx
72.3% knew about Glucometer. Out of total respondents, 2/3 rd of community in city
like Gurgaon and Mumbai is aware about Glucometer.
Awareness campaigns play a very important role and are a strong promotional tool
because most of the person, who purchases Glucometer is because of awareness
campaigning, promotional offer and chemist advice.
Then Efficacy, past experiences and peer references are very important factors which
help consumer buying a product. Brand plays major role to purchase any Glucometer
5
(Most of the respondent believe in accucheck).
As far as promotional strategies adopted by various companies are concerned, yes
companies are using almost all streams of promotions and using Social media, road
shows, awareness campaigns for patients, children’s, doctors, chemists nurses etc.
Programme like Sweet Friday, diabetes mela etc. are proving their worth by giving
bettr results for the companies. Companies like Roche, DDRS are endorsing Brand
ambassadors like Wasim Akram and Sharmila Tagore etc. which have also created
awareness about Diabetes and their specific solutions among the people very well.
6
CHAPTER -2
7
CHAPTER-2
2. OBJECTIVES OF THE STUDY
The primary objective of the study was to understand the promotional strategies adopted by various companies.
Apart from that another objective was perceptual mapping of buying behavior of Diabetic patients with respect to Blood Glucose Monitoring System (Glucometer).
8
CHAPTER-3
9
CHAPTER- 3
3. INTRODUCTION
3.1 Company profile:
Standard Diagnostic India is a renowned manufacturer and supplier of rapid tests for
hepatitis, infectious diseases, tumor markers, fertility hormones, drugs of abuse, life
diagnostics, bio defense pathogens and toxins, forensics and cardiac markers, ELISA
kits for hepatitis, and infectious diseases, urine strips and urine analyzers, Glucose
monitoring systems like SD check glucose meters, SD check glucose sensors, etc.
SD is a subsidiary of the Korean company, Standard Diagnostics INC, headed by Mr.
Y.S. Cho. With the help of a well built infrastructural facility backed by technology
and latest scientific discoveries, we are capable of churning out top quality products
and services for our clients. Over the years, we have built a reputation as a high value
providing company, owing to our untiring efforts and dedicated approach towards our
business.
SD boast of a wide sales network spanning over 100 countries around the world. Our
products are WHO and CE certified and is prepared under the most controlled
conditions. Established in 1992, we are a professionally run company with efficient
quality management system.
3.2 Glucometer
A glucose meter (or glucometer) is a medical device for determining the
approximate concentration of glucose in the blood. It is a key element of home blood
glucose monitoring (HBGM) by people with diabetes mellitus or hypoglycemia. A
small drop of blood, obtained by pricking the skin with a lancet, is placed on a
disposable test strip that the meter reads and uses to calculate the blood glucose level.
The meter then displays the level in mg/dl or mmol/l.The cost of home blood glucose
monitoring is substantial due to the cost of the test strips.
In 2006, the consumer cost of each glucose strip ranged from about 30 Rs to 50Rs .
Manufacturers often provide meters at no. cost to induce use of the profitable test
strips. Type 1 diabetics may test as often as 4 to 10 times a day due to the dynamics of
insulin adjustment, whereas type 2 typically tests less frequently, especially when
10
insulin is not part of treatment.
S.D. Bio Standard Diagnostic India is a renowned manufacturer and supplier of a
gamut of point of care tests (POCT) kits and equipments. Some of our products
include the followings:
Rapid Test Kits for: Blood Borne Diseases, Febrile Diseases, Gastrointestinal
Infections, Respiratory Diseases, Chlamydia, Rubella IgG, Tetanus, and others
Drug Abuse Test Kits: MOP, MET, AMP, COC, THC, MET/THC, MDMA,
DOA Multi, Nicotine, etc.
Cancer Markers: AFP, CEA, PSA, FOB, etc.
Fertility Hormone Test Kits: hCG, LH, etc.
Forensic Test Kits: SD Semen Inspection, Blood Stain Inspection, etc.
Blood Glucose Test: SD Check Glucose Meters, SD Check Glucose Sensors,
SD Code Free Meter
ELISA Kits: HBsAg ELISA 3.0, Anti-HBs ELISA 3.0, HCV ELISA 3.0,
HIV 1/2 ELISA 3.0, Syphilis ELISA 3.0, Malaria Ag ELISA, Malaria Ag P.F
ELISA, Dengue IgG Capture ELISA, Dengue IgM Capture ELISA, Dengue
NS1 Ag ELISA, etc.
Urine Test.
3.2.1 Glucometer Concept:
Many glucose meters employ the oxidation of glucose to gluconolactone catalyzed by
glucose oxidase (sometimes known as GOD). Others use a similar reaction catalysed
instead by another enzyme, glucose dehydrogenase (GDH). This has the advantage of
sensitivity over glucose oxidase but is more susceptible to interfering reactions with
other substances.
3.2.2 Future prospects of Glucometer:
No. of diabetes patients are increasing day by day number of lifestyle factors are
known to be important to the development of type 2 diabetes like busy
lifstyle,Obesity,less nutritive diet, abnormal routine,late night
parties,alcohol,smoking. Environmental toxins may contribute to recent increases in
the rate of type 2 diabetes. In one study, those who had high levels of physical
activity, a healthy diet, did not smoke, and consumed alcohol in moderation had an
82% lower rate of diabetes. When a normal weight was included the rate was 89%
11
lower. In this study a healthy diet was defined as one high in fiber, with a high
polyunsaturated to saturated fat ratio, and a lower mean glycemic index.Obesity has
been found to contribute to approximately 55% type 2 diabetes,and decreasing
consumption of saturated fats and trans fatty acids while replacing them with
unsaturated fats may decrease the risk.The increased rate of childhood obesity in
between the 1960s and 2000s is believed to have lead to the increase in type 2
diabetes in children and adolescents.
3.3 Major BGMS brands in India-
Roche – Accucheck, accucheck Go, accucheck senser, Accucheck active.
Bayer- Countor TS, Ascensia Entrust
Abbott- Optium xceed, Optium omega
J & J – One touch ultra, one touch ultra 2, One touch horizon, one touch sure step.
SD- SD Check, SD Code Free
Others: Accu sure, Dr.Jenny, Nicolas Piramal
12
CHAPTER-4
13
CHAPTER -4
4. RESEARCH METHODOLOGY
4.1 Research Design:
This project is based on descriptive as well as exploratory research. It involves
qualitative as well as quantitative analysis. The data collection began with collecting
data from 100 respondents. Having direct conversation with the Diabetes patients
collected primary data. Questionnaire was designed for this purpose, which was
administered towards the customers.
4.2 Sampling Design
Sampling Frame: The sampling frame is the pool from which the respondents
are chosen with the company database of customers providing the Sampling
Frame.
Sample Size: The sample size of 100 Diabetes patients.
Sample Area: Mumbai, Gurgaon.
Sampling Procedures: To obtain a representative Sample, a probability
sample of the population was drawn. The sampling procedure used was
Random Sampling.
4.3 Data Collection Method and Instruments:
The instrument for data collection was a structured questionnaire and a copy of
questionnaire has been duly attached towards the end of the report.
4. 3.1 Data Collection Sources:
Primary Data:
Primary data was collected from the persons who participated in “Sweet
Friday Campaigning of Standard Diagnostics.”
Secondary Data:
Secondary data was collected from various websites. Data were collected to
get information about various types of competitor’s promotion strategies. This
data was utilized for designing questionnaire for primary research.
14
4. 3.2 Data Collection tool & technique:
In-depth interviewing technique: Data was collected through in-depth interview of
patients through questionnaire.
4. 3.3 Questionnaire Design:
A structured questionnaire was designed covering, close as well as open-ended
questions. The questionnaire included the questions in reference with product
requirement and factor affecting choice of the Glucometer.
15
CHAPTER-5
16
CHAPTER-5
5. DATA ANALYSIS AND INTERPRETATION:
The analysis of questionnaire is divided in to two categories i.e.
Graphical Analysis
Statistical Analysis
5.1 Graphical Analysis:-
Respondent’s response regarding Glucometer Knowledge:
KNOW GLUCOMETER
Frequency Percent Valid PercentCumulative
Percent
Valid YES 73 72.3 72.3 72.3
NO 28 27.7 27.7 100.0
Total 100 100.0 100.0
Inference: From the above figure we can observe that majority of respondents (72.3%)
knew about glucometer while 27.7% of the respondents were unaware about it.
17
5.2) Statistical Analysis of Data:
For Statistical analysis of data factor analysis is used:
5.2.1) Factor Analysis
The factors Analysis include in the study for the following reasons-
To understand the factors which affects consumers (patients) choice towards
the Glucometer
To identify the smaller set of silent varibles from a larger set of the variables
To check the Choice attributes of Glucometer which influence the customer in
best possible way.
The factors include in the study are –Question NO 10 to Q. NO19 of questionnaire.
Factor Analysis a) Measurement of sample adequacy by Kaiser-Meyer-Olkin (KMO) Test
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .695
Bartlett's Test of Sphericity Approx. Chi-Square 152.030
df 186
Sig. .002
Inference
Sufficiency and suitability test of data KMO for the extraction of factor analysis for
the various factors shows the data was reasonable because the acquired no is
approximately than 0.5 (.695). The chi-square value is 152.030, which indicate that
the variables are unrelated and hence the data is suitable for factor analysis.
Similarly, number of significant Bartlett test is equal to 0.02 and is smaller than
significant level of 0.05 that is indicator of correlation matrix possessing significant
information and there exists minimum essential condition for conducting the factor
analysis. We can say that variables taken in our research are correlated perfectly
with it but have no correlation with the other variables.
18
Communalities
Initial Extraction
BRANDPREF 1.000 1.000
EFFICACY 1.000 .999
PACKAGING 1.000 .062
PRICNG 1.000 1.000
PROMOTION 1.000 .998
PASTEXP 1.000 .999
DOCADVICE 1.000 .999
CHEMADVICE 1.000 .998
ADVERTISEMENT 1.000 .998
PEERADVICE 1.000 .999
CREDIBILITY 1.000 .999
LOYALITY 1.000 .998
AWARENESS 1.000 .998
ASSOCIATION 1.000 .998
Extraction Method: Principal Component Analysis.
Total Variance Explained
Component
Initial Eigenvalues Extraction Sums of Squared Loadings
Total% of
VarianceCumulative
% Total% of
VarianceCumulative
%
1 7.411 52.935 52.935 7.411 52.935 52.935
2 3.701 26.439 79.373 3.701 26.439 79.373
3 1.935 13.825 93.198 1.935 13.825 93.198
4 .952 6.802 100.000
5 1.453E-15 1.038E-14 100.000
6 4.953E-16 3.538E-15 100.000
7 3.694E-16 2.638E-15 100.000
8 1.257E-16 8.982E-16 100.000
9 8.019E-32 5.728E-31 100.000
10 3.290E-32 2.350E-31 100.000
11 -1.757E-17 -1.255E-16 100.000
12 -2.220E-16 -1.586E-15 100.000
13 -2.220E-16 -1.586E-15 100.000
14 -2.221E-16 -1.586E-15 100.000
Extraction Method: Principal Component Analysis.
19
Component Matrixa
Component
1 2 3
BRANDPREF .195 -.095 .976
EFFICACY -.730 .679 .074
PACKAGING .122 .215 -.025
PRICNG .195 -.095 .976
PROMOTION .881 .471 -.021
PASTEXP -.730 .679 .074
DOCADVICE -.730 .679 .074
CHEMADVICE .881 .471 -.021
ADVERTISEMENT .881 .471 -.021
PEERADVICE -.730 .679 .074
CREDIBILITY -.730 .679 .074
LOYALITY .781 .471 .821
AWARENESS .881 .471 -.021
ASSOCIATION .881 .471 -.021
Extraction Method: Principal Component Analysis.
a. 3 components extracted.
20
5.3 ANALYSIS:
Analyzing the component matrix we can classify the statements under following
factors:
1) Promotional Strategy:
Promotional offers influence me to buy
Advertisements influence me to buy glucometers.
I prefer to buy glucometer if Chemist advice
Awareness about the glucometer influences me to buy.
Association with brands like Adidas incurs a feeling of fitness in me.
2) Quality
Efficacy of the glucometer influence me to buy
Packaging of the glucometer influences me to buy.
Past Experience influence me to buy
I prefer glucometer only when doctors advice
I prefer glucometer with Peer references
Credibility of the glucometer influences me to buy.
3) Brand Equity
Brand influence me to purchase the glucometer
Pricing of the glucometer influence me to buy
Loyalty towards glucometer influence me to buy
Medium Mean
T.V. Advertisements 2.7
Print Advertisements & Hoardings and banners 2
Radio and FM & Internet 2
Peer references 4
Doctors and Chemists 4.6
INFERENCE: As per the mean obtained for various methods of communication we
can infer that Doctors and Chemists are the most influential persons followed Peer
references, T.V. advertisements and it is observed that Print media and Radio are
21
equally influential but least in effect.
For matrix Stress = .04560 RSQ = .97445
Stimulus Coordinates Dimension
22
Stimulus Stimulus 1 2 Number Name
1 ACCUCHEK 1.4187 -.8178 2 ONETOUCH 1.3403 .4535 3 OPTIUMXC -.4885 -.7976 4 COUNTERT -.6461 1.1770 5 ACCUSURE -1.6244 -.0151 *Dimension 1: Efficieny(X-Axis)
*Dimension 2: Availability(Y-Axis)
23
INFERENCE: As per the ranking shown by graph we can infer that ONETOUCH
is best brand in terms of availability as well as EFFICIENCY while ACCUCHEK a
bit lacking in terms of availability. COUNTER TS, ACCUSURE & OPTIUM
XCEED follow the market leaders but they are lacking in one or the other corner
COUNTER TS is better than other two in terms of availability and efficacy,
ACCUSURE is somewhat neutral in terms of availability but it is the most negative
one in terms of efficacy and OPTIUM XCEED is in negative quadrant with respect
to both the dimensions.
24
5.3.2 OTHER MARKETING STRATEGIES ADOPTED BY VARIOUS
COMPANIES:
Roche Private diagnostic ltd
Established product, customers have faith, good word of mouth-publicity.
Brand name suggests accu check (accurate check) that directly hit customers
mind about product quality. They have got a Hotline no. Also promote the
“SPONSER DIABETES AWARENESS PROGRAMME”.
In 2008 They have tied up with Mankind Pharma to market their new diabetes
monitoring device Accu-Check Go.
Brand Ambassador: Wasim Akram (Famous Pakistani cricket player).
Apart from that, Mankind in 500 towns will promote Accu-Check Go through
doctors across India. Mankind has also planned to hold road shows and about
2000 camps to create awareness, especially in the rural areas and schools.
Delhi Diabetic Research Center (DDRC)
DiabeticMatrimony.com is a social effort of Delhi Diabetic Research
Center (DDRC), headed by Dr. Ashok Jhingan. He is promoting through the
social media like Diabeticmatrin-mony.com.
DDRC Started organizing Diabetes detection & awareness camps in different
localities in Delhi. All the blood tests & E.C.G. are done free of cost. In
awareness drive, the doctors would explain to the public about diabetes and
its short as well as long term complications with the help of slide - shows and
how the complications could be prevented with a little care and caution.
For juvenile Diabetics, DDRC organize educational picnics. In these picnics
Blood Sugar testing is also done along with the fun filled games. Parents and
children can clarify their doubts & queries about insulins from diabetic
educators. Psychologist. Prizes and awards are distributed for the best
painting in the painting competition and also to the children who have
excelled academically.
DDRC organizes Diabetes education programmes for the staff-nurses,
Nursing aids and the paramedical staff.
25
Standard Diagnostic India Pvt. Ltd.
This Glucometer is promoted on 14th Nov. which is known as
“Diabetes day”. So in this day they promote Glucometer by doing
promotional campaigns.
It is promoted more and more through the doctors and chemist, since
they are the important channel intermediaries for SD.
Role of Nurses can not be ignored, they can be a very good Diabetic
assistant and in making the Glucometer known among the chemist.
They are designated as “The Diabetes Advisors by the SD.
On every Friday, which is called sweet Friday, free health checkup
camps should be operated, so that more and more people can be aware
about the Glucometer.
SD is also using various social media like Twitter, facebook and orkut
to make awareness about the diabetes and Glucometer as well.
e- promotions by various companies:
S. NO
WEB PORTAL Brands
1 e bay.com Accu chek, One touch ultra 2, Dr morpen easy gluco, BayerGlucosmile
2 Shopping india times
Accu chek, One touch ultra 2
3 Indiaplaza.in One touch4 Rediff.com Bayer Ascensia Entrust
Glucometer5 Shopping.sify.com One touch horizion6 Tradeindia.com STANDARD
DIAGNOSTIC
26
CHAPTER-6
27
CHAPTER-6
6. FINDINGS
After going through the whole project work, there are certain findings came
in, which are:
Study shows that there is enough awareness about Glucometer among
diabetic patient, Approx 72.3% knew about Glucometer.
1/3 rd of community in city like Gurgaon and Mumbai is not even
aware about Glucometer.
Most of the person purchase Glucometer through awareness
campaigning, promotional offer and chemist advice.
Diabetic patients purchase any Glucometer through customers is
efficacy and credibility.
Brand plays major role to purchase any Glucometer (Most of the
respondent believe in accucheck).
Peer references are main source of information for Glucometer
information after Doctors and Chemist.
As per the ranking we can infer that ONETOUCH is best brand in
terms of availability as well as EFFICIENCY while ACCUCHEK.
28
CHAPTER-7
29
CHAPTER-7
RECOMMENDATIONS:
Since we have seen that 1/3rd of respondents were not aware of Glucometer,
hence to promote its products, company should like to use various
advertisements and promotional strategy like:
This Glucometer can be promoted on 14th Nov. which we also known
as “Diabetes day”. So in this day it can start promotional campaigns
like “Diabetes Mela” , or Diabetes march etc.
It should be promoted more and more through the doctors and
chemist, since they are the important channel intermediaries in this.
Role of Nurses cannot be ignored also; they can be a very good
assistant in making the Glucometer known among the chemist. They
can be designated as “The Diabetes Advisors.
On every Friday, which is called sweet Friday, free health checkup
camps should be operated, so that more and more people can be aware
about the Glucometer.
SD should like to use various social media, Road shows etc. to
promote the Glucometer.
Doctors awareness programme should be run to time to time to make
doctors aware about the new product and features about the
Glucometer.
30
CHAPTER-8
31
CHAPTER-8
LIMITATIONS
Every research has it own limitation. It is not possible that a research is
accomplished without having bounding and limitation. There are always some
shortcomings, which come into the way of accomplishment of a particular
research study. It is almost impossible for research to get away from it.
Following are the few limitation of the particulars research study.
In the particular research the study duration was limited to time of a
few weeks, so having a limited time span is the big limitation the project.
Since the data collection was only done in Mumbai and Gurgaon hence
it is a bit time taking process, because respondents give responses as per their
ease of time, which ultimately make it a bit longer process.
Sample size taken was only 100. Hence it has its own limitations.
Human error is unavoidable.
32
CHAPTER-9
33
CHAPTER-9
CONCLUSION
Now a day Diabetes has become a known word to everybody and this disease
is spreading worldwide. To cope-up with the problem every company is
introducing new technology solutions everyday. Since with the increase of
this Diabetic threat, it is also leading to the vast marketing opportunities for
the Diagnostic and pharmaceutical company’s. Every company is planning
and introducing various kinds of promotional strategies to grab the customers
and to create the awareness about the diabetes as well.
Now a day customers are more inclined towards technology and features,
hence companies are capitalizing on the factor by doing various promotional
tactics like Brand Ambassadors endorsement, Various Diabetic awareness
campaigns, use of Social networking websites to create the awareness of the
Diabetes and ultimately to create visibility of their product.
34
CHAPTER-10
35
CHAPTER-10
BIBLIOGRAPHY AND REFERENCES
Kotller Philip & Keller Kevin Lane, Marketing Management 12 th
edition, Pearson Education page No :335,405,440
Shiffman Long G. & Kaunk Leslie Lazar, “Consumer Behavior” 9 th
Edition, Pearson Education page No:117,544
Usha Arora and Girish Taneja-“An analytical study of physician’s
behaviour towards marketing of OTC.
http://www.pharmabiz.com/article/detnews.asp?
articleid=37678§ionid=46 (date visited on 28/12/2009)
http://inderscience.metapress.com/app/home/contribution.asp?
referrer=parent
&backto=issue,1,6;journal,7,10;linkingpublicationresults,1:120793,1 (date
visited on 28/12/2009)
http://en.wikipedia.org/wiki/Diab_ore_net
http://www.investopedia.com/terms/o/otc.asp (date visited on
17/02/2010)
http://www.docstoc.com/docs/8556227/Indian-Pharma-markets---OTC
(date visited on 17/02/2010)
http://www.indiaoppi.com/India%200TC%20profile%202008.pdf (date
visited on 17/02/2010)
36
CHAPTER-11
37
CHAPTOR-11
ANNEXURE
Questionnaire
Topic - “Comparative Analysis of BGMS equipment (Blood Glucose Monitoring System), advertisements and other promotion strategies adopted by various companies.”
QUESTIONNAIRE
1. Do you know about diabetes?
a.) Yes b.) No
2. Do you have diabetes?
a.) Yes b.) No
3. Do you know about glucometer?
a.) Yes b.) No
4. Do you use glucometer?
a.) Yes b.) No
5. Do you prefer glucometer based on your past experiences?
a.) Yes b.) No
6. If you know the purpose and use of glucometer however you
are not
using the Drug, would you prefer to buy that in future?
a.)Yes b.) No c.) Can’t say
Factors influencing the preference for Glucometer?
(KEYS: 1= strongly disagree, 2= Disagree, 3=
neither agree nor disagree, 4= Agree, 5=
Strongly agree.)
Factors 1 2 3 4 5
7.) Brand influences
me to purchase the
glucometer.
38
8.) Efficacy of the
glucometer influence
me to buy.
9.) Packaging of the
glucometer influence
me to buy.
10.) Pricing of the
glucometer influence
me to buy.
11.) Promotional
offers influence me to
buy.
12.) Past Experience
influence me to buy.
13.) I prefer
glucometer only when
doctors advice.
14.) Advertisements
influence me to buy
glucometer.
15.) I prefer to buy
glucometer if Chemist
advice.
16.) I prefer
glucometer with Peer
references.
17.) Certification of
various Authentic
organization/Institutes
influence me to buy.
18.) Loyalty towards
glucometer influences 39
me to buy.
19.) Awareness about
the glucometer
influences me to buy.
20.) Association with
brands like Adidas
incurs a feeling of
fitness in me.
21.) According to you, which is the best medium of
communication for glucometer?
(Keys: 1= lowest…5= Highest)
Medium
T.V. Advertisements
Print Advertisements & Hoardings and
banners
Radio and FM & Internet
Peer references
Doctors and Chemists
Rate the following question on the scale of 1-5. 1: Being least
similar and 5 being most similar. On the Basis of Potency of
Accuracy and Availability in Market.
S.No Brands 1 2 3 4 5
1 Accucheck-
Counter TS
2 Accucheck-
Optium
Xceed
3 Accucheck-
One Touch
40
4 Accucheck-
Accusure
5 Counter
TS-
Optium
Xceed
6 Counter
TS- One
Touch
7 Counter
TS-
Accusure
8 Optium
Xceed-
One Touch
9 Optium
Xceed-
Accusure
10 Accusure-
One Touch
Thank you for your valuable response…
41