A STUDY ON MARKET RESEARCH ON HEALTH CARE PRODUCTS AT KAMINENI

Abstract

The healthcare industry in India is one of the fastest-growing sectors, driven by increased health awareness, rising disposable incomes, and expanding access to medical products. Kamineni, a well-established healthcare conglomerate in Telangana, offers a wide portfolio of health care products including pharmaceuticals, nutraceuticals, and wellness products. This study examines consumer perception, buying behavior, and market trends related to health care products at Kamineni through structured primary research and secondary data review. A structured questionnaire was administered to a sample of 100 respondents comprising patients, caregivers, and general consumers. Findings indicate that product quality, doctor recommendation, brand trust, and availability are the dominant purchase drivers. The study identifies pricing sensitivity and lack of product awareness as key barriers to market penetration in semi-urban segments. Data analysis using percentage analysis, weighted average method, and chi-square testing reveals significant associations between income level and purchase frequency of premium health products. Practical recommendations include targeted digital marketing, enhanced hospital-outlet integration, and loyalty program development to strengthen Kamineni's market position in the competitive healthcare product landscape.