CHAPTER 5

ANALYSIS AND FINDINGS

Analysis and Interpretation Findings

5.1 ANALYSIS AND INTERPRETATION

My study was strictly based on the primary data collection method collected by means of questionnaire involving an overall sample of 50 people residing in East Delhi area. The data has been interpreted on the basis of tally marking and thus deriving the percentage figures based on the answers given by the sample ingredients, represented below with the help of pie-charts.

ANALYSIS 1

Brand Recognition of Pushpanjali Crosslay Hospital among general public. Have you heard of PCH?
YES NO NO, BUT HEARD OF OTHER PUSHPANJALI CENTERS?

Number 35 5 10

The following pie-chart represents the above data

Have you heard of PCH?

NO, BUT HEARD OF OTHER PUSHPANJALI CENTERS 20% NO 10%

YES 70%

INTERPRETATION

The above diagram shows that 70% of the sample population had heard of PCH. There was still a 10% share who hadnt heard of PCH. But, there were 20% people who though not heard of PCH had heard of other Pushpanjali centers.

ANALYSIS 2

Channels of communication used How did you come to know about PCH?
INTERNET NEWSPAPER/JOURNAL DOCTOR/FRIEND HOARDINGS RADIO

Medium 6 10 8 7 4

The following pie-chart represents the above data

How did you come to know about PCH?

RADIO 11%

INTERNET 17%

HOARDINGS 20% NEWSPAPER/JOURN AL 29% DOCTOR/FRIEND 23%

INTERPRETATION

The above data shows that radio has been an effective channel on 17% of population.

29% of the population has been reached by newspaper/journal. There were 23% people who had heard of PCH by a doctor/friend. 20% of the sample population had seen the hoardings about PCH. 17% of them had heard about PCH on radio.

ANALYSIS 3

Brand recall of Pushpanjali Crosslay Hospital Have you been to PCH?

YES NO

Number 28 7

The following pie chart represents the above data.

Have you been to PCH?

NO 20%

YES 80%

INTERPRETATION

Of the 70% of people who had heard of PCH 80% had been there. 20% of the aware population hadnt been there.

ANALYSIS 4

Brand Experience of Pushpanjali Crosslay Hospital. What was the purpose of your visit?
TREATMENT/CONSULTATION VISITING SOMEONE

Number 22 6

The following pie chart represents the above data.

What was the purpose of your visit?

VISIT SOMEONE 21%

TREATMENT/CONS ULTATION 79%

INTERPRETATION

79% people had been there for treatment/consultation. 21% people had been there to visit on the patients.

ANALYSIS 5

Brand Experience of Pushpanjali Crosslay Hospital. How did you find the facilities there?
EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

Number 3 8 10 5 2

The following pie chart represents the above data.

How did you find the facilities there?

POOR 7%

EXCELLENT 11%

NON SATISFACTORY 18% GOOD 28%

SATISFACTORY 36%

INTERPRETATION

11% people who had been there found the facilities to be excellent. 28% people thought the facilities were good. People who thought the facilities were satisfactory made 36% of the sample. The people who thought facilities to be non-satisfactory were 18%. 7% people thought facilities to be poor.

ANALYSIS 6

Brand Experience of Pushpanjali Crosslay Hospital. How did you find the attitude of the staff?
EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

Number

2 9 8 6 3

The following pie chart represents the above data.

How did you find the attitude of the staff?

EXCELLENT 7% POOR 11%

NON SATISFACTORY 21%

GOOD 32%

SATISFACTORY 29%

INTERPRETATION

7% people who had been there found the attitude of the staff to be excellent. 32% people thought the staffs attitude was good. People who considered the attitude was satisfactory made 29% of the sample. The people who thought attitude to be non-satisfactory were 21%. 11% people thought attitude to be poor.

ANALYSIS 7

Brand Experience of Pushpanjali Crosslay Hospital. How did you find the ambience?
EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

Number 4 10 6 5 2

The following pie chart represents the above data

How did you find the ambience?

POOR 7%

EXCELLENT 15%

NON SATISFACTORY 19%

SATISFACTORY 22%

GOOD 37%

INTERPRETATION

15% people who had been there found the ambience to be excellent. 37% people thought the ambience was good. People who thought the ambience was satisfactory made 22% of the sample. The people who thought ambience to be non-satisfactory were 19%. 7% people thought ambience to be poor.

ANALYSIS 8

Brand Value of Pushpanjali Crosslay Hospital. What would you say about the charges?
VERY HIGH HIGH AVERAGE

Number 4 6 12

The following pie chart represents the above data.

What would you say about the charges?

VERY HIGH 18%

AVERAGE 55%

HIGH 27%

INTERPRETATION

18% of the sample population feel that the charges are very high. 27% people of the sample charges to be high. 55% people considered charges to be average.

ANALYSIS 9 Competitors of Pushpanjali Crosslay Hospital. Which other hospitals have you been to?
APOLLO MAX FORTIS ESCORTS

Number 10 6 8 4

The following pie chart represents the above data.

Which other hospitals have you been to?

ESCORTS 14% APOLLO 36%

FORTIS 29%

MAX 21%

INTERPRETATION

36% people had been to Apollo Hospital as well. 21% people had also been to Max Hospital. 29% people had been to Fortis Hospital. 14% people had also visited Escorts Hospital.

ANALYSIS 10

Brand Positioning of Pushpanjali Crosslay Hospital. How would you rate PCH in comparison with the above hospitals?
MUCH BETTER BETTER SIMILAR WORSE CANT SAY

Number

3 5 8 4 8

The following pie chart represents the above data.

How would you rate PCH in comparison with the above hospitals?
MUCH BETTER 11% CAN'T SAY 29% BETTER 18%

WORSE 14%

SIMILAR 28%

INTERPRETATION

When compared to other hospitals 11% people felt PCH to be much better. 18% people felt PCH to be better than other hospitals. Of the sample 28% people found PCH to be similar to other hospitals. 14% people thought PCH to be worse than PCH. 29% people couldnt say anything about it.

ANALYSIS 11

Brand Loyalty of Pushpanjali Crosslay Hospital. Would you recommend PCH to your family and friends?
YES NO

Number

18 4

The following pie chart represents the above data.

Would you recommend PCH to your family and friends?

NO 18%

YES 82%

INTERPRETATION

82% people said they would recommend PCH to others. 18% people refused to recommend PCH to others.

5.2 FINDINGS
The above analysis and interpretation has revealed the following facts: A major share of the population has heard of PCH even though if unaware have heard of the name Pushpanjali atleast. Hence, the Brand Awareness of PCH is quiet high. The most effective channels of communication print, word of mouth and hoardings were most effective. Brand Recall of PCH is sufficiently high as a major share of population had remembered the name PCH and also been there. People had experienced PCH both while as patients as well as from a spectators view. Of all the people who had experienced PCH maximum of them found its facilities to be either good or satisfactory. But yet there still is a share who believe they are non-satisfactory. Attitude of the staff though approved by many as satisfactory or good still has scope for some improvement. So, that the majority consider it to be good. The same can be said about the ambience of PCH it is considered good or satisfactory but still has a major scope for improvement. The charges were majorly considered average from the point of view of people who had been there as patients. Of all its competitors Apollo Hospital is leading followed by Fortis and Max Hospitals in being popular and established brands. When asked to rate PCH in comparison with its competitors majority population gave positive ratings. With a meager share considering it worse. Brand Loyalty of PCH was found out to be quiet high among its visitors and clients.

CHAPTER-6
CONCLUSION AND SUGGESTIONS Conclusion Suggestions

6.1 CONCLUSION

Pushpanjali Crosslay Hospital is a relatively new product in the family of Pushpanjali brand. It has endeavored to establish its image as a super speciality hospital at par with the likes of Apollo and Fortis but at an affordable cost. It has included itself in CGHS panel and EGHS panel for the same effect its other social responsibility tasks like free health camps and marathons have contributed to its image in enhancing it as a socially conscious organisation.

It has succeeded in its mission by now and in addition it has also made success of a program targeted at well off middle aged groups WELLNESS PROGRAMS which encourages them to undertake various tests and health check-ups from time to time and provides with doctors counsels in case of any irregularity. Pushpanjali Crosslay Hospital has proven true to its motto affordable healthcare Besides establishing itself as an A grade medical facility at par with the leading hospitals in Delhi NCR area.

6.2 SUGGESTIONS

BIBLIOGRAPHY
Google Wikipedia Slideshare Scribd Pushpanjali Crosslay Hospital www.PushpanjaliCrosslayHospital.co.in Wordpress.com Piercemattiepublicrelations.com

ANNEXURE

QUESTIONNAIRE

Dear Sir/ Madam, I Stuti Sharma, student of MBA from BPIBS, Guru Gobind Singh Indraprastha University, Delhi is conducting a survey on behalf of Pushpanjali Crosslay Hospital. I would request you to kindly spare some of your valuable time and answer the few questions mentioned below. I ensure you that the information furnished by you would remain strictly confidential and will be used for academic/research/official purpose only.

QUES 1. Have you heard of Pushpanjali Crosslay Hospital?

YES NO NO, BUT HEARD OF OTHER PUSHPANJALI CENTRES

QUES 2. How did you come to know about PCH?

INTERNET NEWSPAPER / JOURNAL DOCTOR / FRIEND HOARDINGS RADIO

QUES 3. Have you ever been to Pushpanjali Crosslay Hospital?

YES NO

QUES 4. Were you there for treatment/consultation or to visit someone?

TREATMENT/CONSULTATION VISIT SOMEONE

QUES 5. How did you find its facilities?

EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

QUES 6. How did you find the attitude of the staff?

EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

QUES 7. How did you find the ambience?

EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

QUES 8. What would you say about the charges?

VERY HIGH HIGH AVERAGE LOW

QUES 9. Which other hospitals have you been to?

APOLLO MAX FORTIS ESCORTS

QUES 10. How would you rate PCH in comparison with the above hospitals?
MUCH BETTER BETTER SIMILAR WORSE CANT SAY

QUES 11. Would you recommend PCH to your family and friends?
YES NO