MARKET ANALYSIS :GLUCOMETR

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

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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.

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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.

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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.

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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.

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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.

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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.

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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)

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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.

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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.

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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

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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.

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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.

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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.

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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.

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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&sectionid=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)

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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…

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