INTRODUCTION

Introduction to the project

The project is based on the aspect of consumer behaviour with respect to health
care products in India. The project revolves around the consumer’s behaviour when
it comes to purchasing any health care product.
The factors that influence the consumer to make his decision while purchasing a
product are also discussed. As this is a research project and a research will be
conducted by survey method.
A small survey will be conducted which involves retailer of health care products,
who shared their experience and idea of serving in this area.
Our Aim to do this project to understand the below point:
(i) how much the theory of consumer behaviour is applied in practice?

(ii) how marketing can make a difference for a product.

A detail study on consumer behaviour has been done by many theorists, which is
discuss in the project along with different methods of motivating consumers to buy.
Detail information on health care products is also mentioned in the project report.
Today in India itself we have more than 1500 companies which provide healthcare
products. Many have emerged to become huge brands. Apart from that many
foreign companies are also serving the Indian market with their products which are
becoming popular with each day, and are becoming a threat for the local companies
The health care industry still needs to evolve a lot in India. We cannot be sure how
the local companies compete with the foreign technology in the ever-changing
world.
Consumers are becoming more precise about the features they want in a product
and when they do not find them in a local product, they tend to go towards the
foreign products
It is often common to say one thing but then act in another way. It is also normal to
Act in such an "irrational way," yet the thought process involved in order to make
that
Final choice is quite elaborate.

Have you ever told yourself that you should try to be more physically? Active?
Have you ever been determined to eat healthier or drink fewer fizzy drinks?
Have you vowed to buy only organic or fair-trade products?
Did you ever promise to yourself that next time you'll throw your empty soft-drink
can into the recycling bin?
And do you think about recycling while on holidays or only during your daily
routine

Therefore, it is so challenging for policy-makers to try and understand why

consumers behave in different ways and even more so to shape their behaviour.
The complexity becomes more apparent when one starts to consider the variety of
influences that can affect an individuals' decision-making process which can be
both internal and external? It becomes even more complex when it becomes
apparent that the impact of these influences on decision-making varies from one
individual to another.

What is clear from the above model is that influencing or shaping consumer
behaviour for policy-makers, industry, or consumer associations alike is never
simple. A significant amount of academic research is being undertaken in this area
and it is important to appreciate the complexity of consumer behaviour without
underestimating the difficulties of understanding why people behave in different
ways and why it can be so difficult to shape their behaviour.

'Consumer behaviour' is a complex, multi-faceted phenomenon which can be

defined in several different ways, including:

(i) “The observation of the decision-making, purchasing patterns and

habits of the general public.”
(ii) “The study of individuals, groups, or organisations and the processes
they use to Select, secure, use and dispose of products and services,
experiences or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.”