GROUP MEMBERS

Serial

No

Name of Group

Members

Class

Roll Nos

1 SHILPA KHUNT TY I 154 2 DRASHTI MEHTA TY I 162 3 JINAL NAYAK TY I 175 4 PRIYANKA RAI TY II 211 5 RESHMA RANGWANI TY II 213 6 PUJA RANPARIYA TY II 214 7 RINI GEORGE

(Group Co-ordinator) TY II 217

8 DRASHTI SHAH TY II 226 9 KINAL SHAH TY II 231 10 NARESH PATEL TY II 275

Acknowledgement

Through this acknowledgement we express our sincere gratitude towards all those people who have helped us in the preparation of this research report which has ben a very good learning experience for all of us We would like to thank the Director HD Trivedi the faculty the Computer Lab Instructor the Libararian amp the Administration staff of BK Majumdar Institute of Business Administration-HLBBA for the support Finally we express our sincere thanks to Prof Neha Poddar who guided us throughout the project amp gave us valuable suggestions amp encouragement to complete the research project successfully We express our sincere gratitude to her that she gave her valuable time to support us Rini George (Group Co-ordinator)

Preface

As a part of the course curriculum the third Year BBA students are required to work in groups amp prepare a research based project report The objective behind preparing this project report is to relate the management theories though in the classroom to their practical application The preparation of this project report is based on the facts amp findings noted during the survey amp the information collected from various secondary sources such as internet written documents amp published documents Inspite of our best efforts there may be errors of omission amp commissions which may please be excused Our survey is restricted to the city of Ahmedabad Ophthalmologist amp the opticians situated in Ahmedabad have been interviewed for the same It includes the information collected through survey of local public amp information collected from eye specialists

CONTENTS

SR NO PARTICULARS PAGE NOS

1 EXECUTIVE SUMMARY 2

2 OBJECTIVES AND SCOPE 3

3 MARKET RESEARCH 4-6

4 INTRODUCTION 7-27

5 INTERVIEWS-PILOT SURVEY 28-33

6 PRIMARY DATA ANALYSIS 34-61

7 CONCLUSIONS 62-63

8 RECOMMENDATIONS 64

9 BIBLIOGRAPHY 65

10 ANNEXURES 66-71

1

EXECUTIVE SUMMARY This project is an endeavour on the part of our entire group to understand the regional market in the city Ahmedabad for a service known as lsquoLaser vision correction surgeryrsquo by segregating the consumers into sets of existing users as well as the potential users of the above said service This project sought to obtain answers to 2 set of questions-

a) With respect to the potential users ndash 1 Are they aware regarding such a lsquoVision Correctionrsquo service being offered 2 Do they find it to be a better solution for the purpose of vision improvement 3 What according to them are the reasons for lower acceptability of this treatment as

compared to other alternatives like spectacles and contact lenses b) With respect to the existing users ndash 1 Are the tall claims made by the lsquolaser eye surgeryrsquo providers true and is it actually a better vision correction solution First of all the market research methodology ie lsquodescriptive researchrsquo process used has been explained ie we have used survey as a tool to understand the market Secondly the eye care industry background and secondary data available about laser vision treatment on the internet and in booklets has been presented Thirdly eye experts have been interviewed to understand whether this service is safe and reliable and all the ophthalmologists have approved of this service with the exception of just one doctor who advised against opting for this surgery Fourthly the primary data findings with relation to the potential market has been analysed- which shows the availability of a large untapped market consisting of willing customers in Ahmedabad who could be convinced to use the said service by employing certain strategies to remove their misconceptions and by raising their awareness regarding this treatmentrsquos long term benefits as compared to other available alternatives which are perceived to be cheaper as of now Fifthly the data has been collected from existing users of the service and presented to validate claims made by the laser eye surgery providers against the touchstone of experience It has been found that the claims made are true and it is indeed a safe better and one time solution if administered under expertrsquos supervision We can conclude that people in Ahmedabad perceive the city as a viable location in terms of expert services state of art facilities and technology and really affordable prices for getting laser surgery done But to make Ahmedabad a more preferred and attractive destination for getting laser eye surgery done by a larger number of consumers in the future some recommendations (like advertisements should provide specific rather than general information convince the dear ones of the target consumer rather than just the target consumer of the benefits of the service etc) have been made by our group towards the end of the project This has been an humble effort on our part and we hope the project findings may prove useful to everyone

2

Laser vision correction (Refractive Surgery) ndash

A Market Research

Objective

To understand the market sentiments regarding laser surgery as a treatment to cure vision defects ( A Detailed explanation of the market sentiments to be studied are stated as under -)

Primary objective - a) Awareness regarding the treatment b) To understand consumerrsquos perception regarding this treatment ie whether

they find it superior as compared to spectacles and contact lenses c) Willingness to accept this treatment and factors hindering adoption

Secondary objective ndash a) The reasons because of which one should opt for laser vision correction surgery b) To find if there are any side effects after undergoing this surgery and if it is indeed safe

and better option for vision improvement

Scope

a) Respondents (people with vision defects) for the purpose of conducting a survey

to be selected from the city of Ahmedabad only b) We are going to research only about the laser treatment wherein its being used

for vision improvement purpose

3

MARKET RESEARCH

Marketing Research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution to problems in marketing Marketing research attempts to provide accurate information that reflects a true state of affairs It is objective and meant to be conducted impartially Thus the motto of every researcher should be ndash lsquoFind it and tell it like it isrsquo Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences attitudes and behaviors of consumers in a market-based economy and it aims to understand the effects and comparative success of marketing campaigns We as a group seek to explore in depth on our project topic ie the study of the penetration of the treatment lsquolaser vision correction (refractive surgery) rsquo in Ahmedabad city and obtain useful findings by using the tools of marketing research

Classification of Market Research

Market Research

Problem Identification

Research

Problem Solving

Research

This project is a Problem Identification Research because our interest solely lies in just identifying or finding out various variables forming a part of the market environment for laser vision surgery

4

The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model

D mdash Define the marketing problem

E mdash Enumerate the controllable and uncontrollable decision factors

C mdash Collect relevant information

I mdash Identify the best alternative

D mdash Develop and implement a marketing plan

E mdash Evaluate the decision and the decision process

With respect to this project we have performed just the first 4 steps ie till identification of the best alternative ndash ie we have given a list of recommendations to enable greater penetration of this service lsquolaser vision correction surgeryrsquo in Ahmedabad city It has been done so because the last 2 steps are to be performed by the policy makers and executors

Market Research Process

The market research process consists of 6 major steps ndash

1) Define the problem and research objectives The problem to be addressed through this project is to find out the reasons underlying the low acceptance of lsquolaser surgeryrsquo as a vision correction option inspite of being a permanent and hassle free solution The content of the project would comprise of information regarding various costs and techniques of laser vision correction expert opinion regarding about success ratio side effects and permanency of better vision post ndash surgery amp know consumersrsquo opinions regarding this treatment as to their awareness apprehensions and beliefs regarding this treatment This problem is to be researched in order to generate useful findings for people with vision defects and help them understand lsquolaser surgeryrsquo treatment better

2) Develop the research plan

a) Data source ndash Internet and books(secondary data) and primary data is also used b) Research approach ndash Survey Descriptive research Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way Many scientific disciplines especially social science and psychology use this method to obtain a general overview of the subject

5

c) Research instruments ndash Questionnaire (for consumers) and Interviews(for eye experts)

d) Sampling plan i) Sampling unit ndash People with vision defects

ii )Sampling size ndash 460 units iii) Sampling procedure ndashConvenience sampling

3) Collect information ndash Interviews of ophthalmologists and opticians have been conducted and

the questionnaires have been filled by the people having vision related problem

4) Analyze information ndash Information collected from ophthalmologists and opticians as well as respondents with vision defect has been tabulated and analyzed by means of graphs

5) Present findings- It has been presented in the lsquoConclusionsrsquo section of this project 6) Make decisions ndashWe leave the decision making part (as to whether they have to opt for laser

vision correction surgery or not) to the discretion of the user of the information given in this project

6

INTRODUCTION TO LASER VISION CORRECTION

Traditionally spectacles and nowadays even contact lenses is being used for the purpose of vision improvement But as some of us know its been over a decade now that a new technology known as lsquolaser vision correction surgery lsquo(Refractive Surgery) has come into the market to serve our needs better So below stated are some facts that will enable better understanding regarding this treatment Laser Eye Surgery improves vision The purpose of laser eye surgery is to correct refractive errors and reduce a persons dependency on glasses or contact lenses The procedure uses a laser to reshape the cornea the clear outer layer of the eye in order to change the eyes focusing power and improve vision There are many types of laser eye surgery but the most common and well-known type of laser eye surgery is LASIK LASIK is used to treat myopia (nearsightedness) hyperopia (farsightedness) and astigmatism (distorted vision)

Over the past few years laser eye treatment has been seen to make an enormous difference to people with near-sight far-sight and astigmatism Its a difference that has changed their quality of life as well as their quality of vision For many people laser treatment can mean new freedom

Advantages of laser vision correction are -

bull Freedom to change the way the world sees you bull Freedom from the time-consuming day-to-day hassle of glasses or contact

lenses bull Freedom to play sports without the inconvenience of glasses or contact lenses bull Freedom to go on holiday and to work without worrying about your eyesight bull Freedom to wake up during the night and see clearly

The result is that more and more people including many celebrities are choosing to undergo this highly sophisticated and very successful procedure Also there are an increasing number of clinics offering a variety of methods to correct your vision

7

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

Acknowledgement

Through this acknowledgement we express our sincere gratitude towards all those people who have helped us in the preparation of this research report which has ben a very good learning experience for all of us We would like to thank the Director HD Trivedi the faculty the Computer Lab Instructor the Libararian amp the Administration staff of BK Majumdar Institute of Business Administration-HLBBA for the support Finally we express our sincere thanks to Prof Neha Poddar who guided us throughout the project amp gave us valuable suggestions amp encouragement to complete the research project successfully We express our sincere gratitude to her that she gave her valuable time to support us Rini George (Group Co-ordinator)

Preface

As a part of the course curriculum the third Year BBA students are required to work in groups amp prepare a research based project report The objective behind preparing this project report is to relate the management theories though in the classroom to their practical application The preparation of this project report is based on the facts amp findings noted during the survey amp the information collected from various secondary sources such as internet written documents amp published documents Inspite of our best efforts there may be errors of omission amp commissions which may please be excused Our survey is restricted to the city of Ahmedabad Ophthalmologist amp the opticians situated in Ahmedabad have been interviewed for the same It includes the information collected through survey of local public amp information collected from eye specialists

CONTENTS

SR NO PARTICULARS PAGE NOS

1 EXECUTIVE SUMMARY 2

2 OBJECTIVES AND SCOPE 3

3 MARKET RESEARCH 4-6

4 INTRODUCTION 7-27

5 INTERVIEWS-PILOT SURVEY 28-33

6 PRIMARY DATA ANALYSIS 34-61

7 CONCLUSIONS 62-63

8 RECOMMENDATIONS 64

9 BIBLIOGRAPHY 65

10 ANNEXURES 66-71

1

EXECUTIVE SUMMARY This project is an endeavour on the part of our entire group to understand the regional market in the city Ahmedabad for a service known as lsquoLaser vision correction surgeryrsquo by segregating the consumers into sets of existing users as well as the potential users of the above said service This project sought to obtain answers to 2 set of questions-

a) With respect to the potential users ndash 1 Are they aware regarding such a lsquoVision Correctionrsquo service being offered 2 Do they find it to be a better solution for the purpose of vision improvement 3 What according to them are the reasons for lower acceptability of this treatment as

compared to other alternatives like spectacles and contact lenses b) With respect to the existing users ndash 1 Are the tall claims made by the lsquolaser eye surgeryrsquo providers true and is it actually a better vision correction solution First of all the market research methodology ie lsquodescriptive researchrsquo process used has been explained ie we have used survey as a tool to understand the market Secondly the eye care industry background and secondary data available about laser vision treatment on the internet and in booklets has been presented Thirdly eye experts have been interviewed to understand whether this service is safe and reliable and all the ophthalmologists have approved of this service with the exception of just one doctor who advised against opting for this surgery Fourthly the primary data findings with relation to the potential market has been analysed- which shows the availability of a large untapped market consisting of willing customers in Ahmedabad who could be convinced to use the said service by employing certain strategies to remove their misconceptions and by raising their awareness regarding this treatmentrsquos long term benefits as compared to other available alternatives which are perceived to be cheaper as of now Fifthly the data has been collected from existing users of the service and presented to validate claims made by the laser eye surgery providers against the touchstone of experience It has been found that the claims made are true and it is indeed a safe better and one time solution if administered under expertrsquos supervision We can conclude that people in Ahmedabad perceive the city as a viable location in terms of expert services state of art facilities and technology and really affordable prices for getting laser surgery done But to make Ahmedabad a more preferred and attractive destination for getting laser eye surgery done by a larger number of consumers in the future some recommendations (like advertisements should provide specific rather than general information convince the dear ones of the target consumer rather than just the target consumer of the benefits of the service etc) have been made by our group towards the end of the project This has been an humble effort on our part and we hope the project findings may prove useful to everyone

2

Laser vision correction (Refractive Surgery) ndash

A Market Research

Objective

To understand the market sentiments regarding laser surgery as a treatment to cure vision defects ( A Detailed explanation of the market sentiments to be studied are stated as under -)

Primary objective - a) Awareness regarding the treatment b) To understand consumerrsquos perception regarding this treatment ie whether

they find it superior as compared to spectacles and contact lenses c) Willingness to accept this treatment and factors hindering adoption

Secondary objective ndash a) The reasons because of which one should opt for laser vision correction surgery b) To find if there are any side effects after undergoing this surgery and if it is indeed safe

and better option for vision improvement

Scope

a) Respondents (people with vision defects) for the purpose of conducting a survey

to be selected from the city of Ahmedabad only b) We are going to research only about the laser treatment wherein its being used

for vision improvement purpose

3

MARKET RESEARCH

Marketing Research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution to problems in marketing Marketing research attempts to provide accurate information that reflects a true state of affairs It is objective and meant to be conducted impartially Thus the motto of every researcher should be ndash lsquoFind it and tell it like it isrsquo Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences attitudes and behaviors of consumers in a market-based economy and it aims to understand the effects and comparative success of marketing campaigns We as a group seek to explore in depth on our project topic ie the study of the penetration of the treatment lsquolaser vision correction (refractive surgery) rsquo in Ahmedabad city and obtain useful findings by using the tools of marketing research

Classification of Market Research

Market Research

Problem Identification

Research

Problem Solving

Research

This project is a Problem Identification Research because our interest solely lies in just identifying or finding out various variables forming a part of the market environment for laser vision surgery

4

The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model

D mdash Define the marketing problem

E mdash Enumerate the controllable and uncontrollable decision factors

C mdash Collect relevant information

I mdash Identify the best alternative

D mdash Develop and implement a marketing plan

E mdash Evaluate the decision and the decision process

With respect to this project we have performed just the first 4 steps ie till identification of the best alternative ndash ie we have given a list of recommendations to enable greater penetration of this service lsquolaser vision correction surgeryrsquo in Ahmedabad city It has been done so because the last 2 steps are to be performed by the policy makers and executors

Market Research Process

The market research process consists of 6 major steps ndash

1) Define the problem and research objectives The problem to be addressed through this project is to find out the reasons underlying the low acceptance of lsquolaser surgeryrsquo as a vision correction option inspite of being a permanent and hassle free solution The content of the project would comprise of information regarding various costs and techniques of laser vision correction expert opinion regarding about success ratio side effects and permanency of better vision post ndash surgery amp know consumersrsquo opinions regarding this treatment as to their awareness apprehensions and beliefs regarding this treatment This problem is to be researched in order to generate useful findings for people with vision defects and help them understand lsquolaser surgeryrsquo treatment better

2) Develop the research plan

a) Data source ndash Internet and books(secondary data) and primary data is also used b) Research approach ndash Survey Descriptive research Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way Many scientific disciplines especially social science and psychology use this method to obtain a general overview of the subject

5

c) Research instruments ndash Questionnaire (for consumers) and Interviews(for eye experts)

d) Sampling plan i) Sampling unit ndash People with vision defects

ii )Sampling size ndash 460 units iii) Sampling procedure ndashConvenience sampling

3) Collect information ndash Interviews of ophthalmologists and opticians have been conducted and

the questionnaires have been filled by the people having vision related problem

4) Analyze information ndash Information collected from ophthalmologists and opticians as well as respondents with vision defect has been tabulated and analyzed by means of graphs

5) Present findings- It has been presented in the lsquoConclusionsrsquo section of this project 6) Make decisions ndashWe leave the decision making part (as to whether they have to opt for laser

vision correction surgery or not) to the discretion of the user of the information given in this project

6

INTRODUCTION TO LASER VISION CORRECTION

Traditionally spectacles and nowadays even contact lenses is being used for the purpose of vision improvement But as some of us know its been over a decade now that a new technology known as lsquolaser vision correction surgery lsquo(Refractive Surgery) has come into the market to serve our needs better So below stated are some facts that will enable better understanding regarding this treatment Laser Eye Surgery improves vision The purpose of laser eye surgery is to correct refractive errors and reduce a persons dependency on glasses or contact lenses The procedure uses a laser to reshape the cornea the clear outer layer of the eye in order to change the eyes focusing power and improve vision There are many types of laser eye surgery but the most common and well-known type of laser eye surgery is LASIK LASIK is used to treat myopia (nearsightedness) hyperopia (farsightedness) and astigmatism (distorted vision)

Over the past few years laser eye treatment has been seen to make an enormous difference to people with near-sight far-sight and astigmatism Its a difference that has changed their quality of life as well as their quality of vision For many people laser treatment can mean new freedom

Advantages of laser vision correction are -

bull Freedom to change the way the world sees you bull Freedom from the time-consuming day-to-day hassle of glasses or contact

lenses bull Freedom to play sports without the inconvenience of glasses or contact lenses bull Freedom to go on holiday and to work without worrying about your eyesight bull Freedom to wake up during the night and see clearly

The result is that more and more people including many celebrities are choosing to undergo this highly sophisticated and very successful procedure Also there are an increasing number of clinics offering a variety of methods to correct your vision

7

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

Preface

As a part of the course curriculum the third Year BBA students are required to work in groups amp prepare a research based project report The objective behind preparing this project report is to relate the management theories though in the classroom to their practical application The preparation of this project report is based on the facts amp findings noted during the survey amp the information collected from various secondary sources such as internet written documents amp published documents Inspite of our best efforts there may be errors of omission amp commissions which may please be excused Our survey is restricted to the city of Ahmedabad Ophthalmologist amp the opticians situated in Ahmedabad have been interviewed for the same It includes the information collected through survey of local public amp information collected from eye specialists

CONTENTS

SR NO PARTICULARS PAGE NOS

1 EXECUTIVE SUMMARY 2

2 OBJECTIVES AND SCOPE 3

3 MARKET RESEARCH 4-6

4 INTRODUCTION 7-27

5 INTERVIEWS-PILOT SURVEY 28-33

6 PRIMARY DATA ANALYSIS 34-61

7 CONCLUSIONS 62-63

8 RECOMMENDATIONS 64

9 BIBLIOGRAPHY 65

10 ANNEXURES 66-71

1

EXECUTIVE SUMMARY This project is an endeavour on the part of our entire group to understand the regional market in the city Ahmedabad for a service known as lsquoLaser vision correction surgeryrsquo by segregating the consumers into sets of existing users as well as the potential users of the above said service This project sought to obtain answers to 2 set of questions-

a) With respect to the potential users ndash 1 Are they aware regarding such a lsquoVision Correctionrsquo service being offered 2 Do they find it to be a better solution for the purpose of vision improvement 3 What according to them are the reasons for lower acceptability of this treatment as

compared to other alternatives like spectacles and contact lenses b) With respect to the existing users ndash 1 Are the tall claims made by the lsquolaser eye surgeryrsquo providers true and is it actually a better vision correction solution First of all the market research methodology ie lsquodescriptive researchrsquo process used has been explained ie we have used survey as a tool to understand the market Secondly the eye care industry background and secondary data available about laser vision treatment on the internet and in booklets has been presented Thirdly eye experts have been interviewed to understand whether this service is safe and reliable and all the ophthalmologists have approved of this service with the exception of just one doctor who advised against opting for this surgery Fourthly the primary data findings with relation to the potential market has been analysed- which shows the availability of a large untapped market consisting of willing customers in Ahmedabad who could be convinced to use the said service by employing certain strategies to remove their misconceptions and by raising their awareness regarding this treatmentrsquos long term benefits as compared to other available alternatives which are perceived to be cheaper as of now Fifthly the data has been collected from existing users of the service and presented to validate claims made by the laser eye surgery providers against the touchstone of experience It has been found that the claims made are true and it is indeed a safe better and one time solution if administered under expertrsquos supervision We can conclude that people in Ahmedabad perceive the city as a viable location in terms of expert services state of art facilities and technology and really affordable prices for getting laser surgery done But to make Ahmedabad a more preferred and attractive destination for getting laser eye surgery done by a larger number of consumers in the future some recommendations (like advertisements should provide specific rather than general information convince the dear ones of the target consumer rather than just the target consumer of the benefits of the service etc) have been made by our group towards the end of the project This has been an humble effort on our part and we hope the project findings may prove useful to everyone

2

Laser vision correction (Refractive Surgery) ndash

A Market Research

Objective

To understand the market sentiments regarding laser surgery as a treatment to cure vision defects ( A Detailed explanation of the market sentiments to be studied are stated as under -)

Primary objective - a) Awareness regarding the treatment b) To understand consumerrsquos perception regarding this treatment ie whether

they find it superior as compared to spectacles and contact lenses c) Willingness to accept this treatment and factors hindering adoption

Secondary objective ndash a) The reasons because of which one should opt for laser vision correction surgery b) To find if there are any side effects after undergoing this surgery and if it is indeed safe

and better option for vision improvement

Scope

a) Respondents (people with vision defects) for the purpose of conducting a survey

to be selected from the city of Ahmedabad only b) We are going to research only about the laser treatment wherein its being used

for vision improvement purpose

3

MARKET RESEARCH

Marketing Research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution to problems in marketing Marketing research attempts to provide accurate information that reflects a true state of affairs It is objective and meant to be conducted impartially Thus the motto of every researcher should be ndash lsquoFind it and tell it like it isrsquo Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences attitudes and behaviors of consumers in a market-based economy and it aims to understand the effects and comparative success of marketing campaigns We as a group seek to explore in depth on our project topic ie the study of the penetration of the treatment lsquolaser vision correction (refractive surgery) rsquo in Ahmedabad city and obtain useful findings by using the tools of marketing research

Classification of Market Research

Market Research

Problem Identification

Research

Problem Solving

Research

This project is a Problem Identification Research because our interest solely lies in just identifying or finding out various variables forming a part of the market environment for laser vision surgery

4

The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model

D mdash Define the marketing problem

E mdash Enumerate the controllable and uncontrollable decision factors

C mdash Collect relevant information

I mdash Identify the best alternative

D mdash Develop and implement a marketing plan

E mdash Evaluate the decision and the decision process

With respect to this project we have performed just the first 4 steps ie till identification of the best alternative ndash ie we have given a list of recommendations to enable greater penetration of this service lsquolaser vision correction surgeryrsquo in Ahmedabad city It has been done so because the last 2 steps are to be performed by the policy makers and executors

Market Research Process

The market research process consists of 6 major steps ndash

1) Define the problem and research objectives The problem to be addressed through this project is to find out the reasons underlying the low acceptance of lsquolaser surgeryrsquo as a vision correction option inspite of being a permanent and hassle free solution The content of the project would comprise of information regarding various costs and techniques of laser vision correction expert opinion regarding about success ratio side effects and permanency of better vision post ndash surgery amp know consumersrsquo opinions regarding this treatment as to their awareness apprehensions and beliefs regarding this treatment This problem is to be researched in order to generate useful findings for people with vision defects and help them understand lsquolaser surgeryrsquo treatment better

2) Develop the research plan

a) Data source ndash Internet and books(secondary data) and primary data is also used b) Research approach ndash Survey Descriptive research Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way Many scientific disciplines especially social science and psychology use this method to obtain a general overview of the subject

5

c) Research instruments ndash Questionnaire (for consumers) and Interviews(for eye experts)

d) Sampling plan i) Sampling unit ndash People with vision defects

ii )Sampling size ndash 460 units iii) Sampling procedure ndashConvenience sampling

3) Collect information ndash Interviews of ophthalmologists and opticians have been conducted and

the questionnaires have been filled by the people having vision related problem

4) Analyze information ndash Information collected from ophthalmologists and opticians as well as respondents with vision defect has been tabulated and analyzed by means of graphs

5) Present findings- It has been presented in the lsquoConclusionsrsquo section of this project 6) Make decisions ndashWe leave the decision making part (as to whether they have to opt for laser

vision correction surgery or not) to the discretion of the user of the information given in this project

6

INTRODUCTION TO LASER VISION CORRECTION

Traditionally spectacles and nowadays even contact lenses is being used for the purpose of vision improvement But as some of us know its been over a decade now that a new technology known as lsquolaser vision correction surgery lsquo(Refractive Surgery) has come into the market to serve our needs better So below stated are some facts that will enable better understanding regarding this treatment Laser Eye Surgery improves vision The purpose of laser eye surgery is to correct refractive errors and reduce a persons dependency on glasses or contact lenses The procedure uses a laser to reshape the cornea the clear outer layer of the eye in order to change the eyes focusing power and improve vision There are many types of laser eye surgery but the most common and well-known type of laser eye surgery is LASIK LASIK is used to treat myopia (nearsightedness) hyperopia (farsightedness) and astigmatism (distorted vision)

Over the past few years laser eye treatment has been seen to make an enormous difference to people with near-sight far-sight and astigmatism Its a difference that has changed their quality of life as well as their quality of vision For many people laser treatment can mean new freedom

Advantages of laser vision correction are -

bull Freedom to change the way the world sees you bull Freedom from the time-consuming day-to-day hassle of glasses or contact

lenses bull Freedom to play sports without the inconvenience of glasses or contact lenses bull Freedom to go on holiday and to work without worrying about your eyesight bull Freedom to wake up during the night and see clearly

The result is that more and more people including many celebrities are choosing to undergo this highly sophisticated and very successful procedure Also there are an increasing number of clinics offering a variety of methods to correct your vision

7

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

CONTENTS

SR NO PARTICULARS PAGE NOS

1 EXECUTIVE SUMMARY 2

2 OBJECTIVES AND SCOPE 3

3 MARKET RESEARCH 4-6

4 INTRODUCTION 7-27

5 INTERVIEWS-PILOT SURVEY 28-33

6 PRIMARY DATA ANALYSIS 34-61

7 CONCLUSIONS 62-63

8 RECOMMENDATIONS 64

9 BIBLIOGRAPHY 65

10 ANNEXURES 66-71

1

EXECUTIVE SUMMARY This project is an endeavour on the part of our entire group to understand the regional market in the city Ahmedabad for a service known as lsquoLaser vision correction surgeryrsquo by segregating the consumers into sets of existing users as well as the potential users of the above said service This project sought to obtain answers to 2 set of questions-

a) With respect to the potential users ndash 1 Are they aware regarding such a lsquoVision Correctionrsquo service being offered 2 Do they find it to be a better solution for the purpose of vision improvement 3 What according to them are the reasons for lower acceptability of this treatment as

compared to other alternatives like spectacles and contact lenses b) With respect to the existing users ndash 1 Are the tall claims made by the lsquolaser eye surgeryrsquo providers true and is it actually a better vision correction solution First of all the market research methodology ie lsquodescriptive researchrsquo process used has been explained ie we have used survey as a tool to understand the market Secondly the eye care industry background and secondary data available about laser vision treatment on the internet and in booklets has been presented Thirdly eye experts have been interviewed to understand whether this service is safe and reliable and all the ophthalmologists have approved of this service with the exception of just one doctor who advised against opting for this surgery Fourthly the primary data findings with relation to the potential market has been analysed- which shows the availability of a large untapped market consisting of willing customers in Ahmedabad who could be convinced to use the said service by employing certain strategies to remove their misconceptions and by raising their awareness regarding this treatmentrsquos long term benefits as compared to other available alternatives which are perceived to be cheaper as of now Fifthly the data has been collected from existing users of the service and presented to validate claims made by the laser eye surgery providers against the touchstone of experience It has been found that the claims made are true and it is indeed a safe better and one time solution if administered under expertrsquos supervision We can conclude that people in Ahmedabad perceive the city as a viable location in terms of expert services state of art facilities and technology and really affordable prices for getting laser surgery done But to make Ahmedabad a more preferred and attractive destination for getting laser eye surgery done by a larger number of consumers in the future some recommendations (like advertisements should provide specific rather than general information convince the dear ones of the target consumer rather than just the target consumer of the benefits of the service etc) have been made by our group towards the end of the project This has been an humble effort on our part and we hope the project findings may prove useful to everyone

2

Laser vision correction (Refractive Surgery) ndash

A Market Research

Objective

To understand the market sentiments regarding laser surgery as a treatment to cure vision defects ( A Detailed explanation of the market sentiments to be studied are stated as under -)

Primary objective - a) Awareness regarding the treatment b) To understand consumerrsquos perception regarding this treatment ie whether

they find it superior as compared to spectacles and contact lenses c) Willingness to accept this treatment and factors hindering adoption

Secondary objective ndash a) The reasons because of which one should opt for laser vision correction surgery b) To find if there are any side effects after undergoing this surgery and if it is indeed safe

and better option for vision improvement

Scope

a) Respondents (people with vision defects) for the purpose of conducting a survey

to be selected from the city of Ahmedabad only b) We are going to research only about the laser treatment wherein its being used

for vision improvement purpose

3

MARKET RESEARCH

Marketing Research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution to problems in marketing Marketing research attempts to provide accurate information that reflects a true state of affairs It is objective and meant to be conducted impartially Thus the motto of every researcher should be ndash lsquoFind it and tell it like it isrsquo Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences attitudes and behaviors of consumers in a market-based economy and it aims to understand the effects and comparative success of marketing campaigns We as a group seek to explore in depth on our project topic ie the study of the penetration of the treatment lsquolaser vision correction (refractive surgery) rsquo in Ahmedabad city and obtain useful findings by using the tools of marketing research

Classification of Market Research

Market Research

Problem Identification

Research

Problem Solving

Research

This project is a Problem Identification Research because our interest solely lies in just identifying or finding out various variables forming a part of the market environment for laser vision surgery

4

The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model

D mdash Define the marketing problem

E mdash Enumerate the controllable and uncontrollable decision factors

C mdash Collect relevant information

I mdash Identify the best alternative

D mdash Develop and implement a marketing plan

E mdash Evaluate the decision and the decision process

With respect to this project we have performed just the first 4 steps ie till identification of the best alternative ndash ie we have given a list of recommendations to enable greater penetration of this service lsquolaser vision correction surgeryrsquo in Ahmedabad city It has been done so because the last 2 steps are to be performed by the policy makers and executors

Market Research Process

The market research process consists of 6 major steps ndash

1) Define the problem and research objectives The problem to be addressed through this project is to find out the reasons underlying the low acceptance of lsquolaser surgeryrsquo as a vision correction option inspite of being a permanent and hassle free solution The content of the project would comprise of information regarding various costs and techniques of laser vision correction expert opinion regarding about success ratio side effects and permanency of better vision post ndash surgery amp know consumersrsquo opinions regarding this treatment as to their awareness apprehensions and beliefs regarding this treatment This problem is to be researched in order to generate useful findings for people with vision defects and help them understand lsquolaser surgeryrsquo treatment better

2) Develop the research plan

a) Data source ndash Internet and books(secondary data) and primary data is also used b) Research approach ndash Survey Descriptive research Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way Many scientific disciplines especially social science and psychology use this method to obtain a general overview of the subject

5

c) Research instruments ndash Questionnaire (for consumers) and Interviews(for eye experts)

d) Sampling plan i) Sampling unit ndash People with vision defects

ii )Sampling size ndash 460 units iii) Sampling procedure ndashConvenience sampling

3) Collect information ndash Interviews of ophthalmologists and opticians have been conducted and

the questionnaires have been filled by the people having vision related problem

4) Analyze information ndash Information collected from ophthalmologists and opticians as well as respondents with vision defect has been tabulated and analyzed by means of graphs

5) Present findings- It has been presented in the lsquoConclusionsrsquo section of this project 6) Make decisions ndashWe leave the decision making part (as to whether they have to opt for laser

vision correction surgery or not) to the discretion of the user of the information given in this project

6

INTRODUCTION TO LASER VISION CORRECTION

Traditionally spectacles and nowadays even contact lenses is being used for the purpose of vision improvement But as some of us know its been over a decade now that a new technology known as lsquolaser vision correction surgery lsquo(Refractive Surgery) has come into the market to serve our needs better So below stated are some facts that will enable better understanding regarding this treatment Laser Eye Surgery improves vision The purpose of laser eye surgery is to correct refractive errors and reduce a persons dependency on glasses or contact lenses The procedure uses a laser to reshape the cornea the clear outer layer of the eye in order to change the eyes focusing power and improve vision There are many types of laser eye surgery but the most common and well-known type of laser eye surgery is LASIK LASIK is used to treat myopia (nearsightedness) hyperopia (farsightedness) and astigmatism (distorted vision)

Over the past few years laser eye treatment has been seen to make an enormous difference to people with near-sight far-sight and astigmatism Its a difference that has changed their quality of life as well as their quality of vision For many people laser treatment can mean new freedom

Advantages of laser vision correction are -

bull Freedom to change the way the world sees you bull Freedom from the time-consuming day-to-day hassle of glasses or contact

lenses bull Freedom to play sports without the inconvenience of glasses or contact lenses bull Freedom to go on holiday and to work without worrying about your eyesight bull Freedom to wake up during the night and see clearly

The result is that more and more people including many celebrities are choosing to undergo this highly sophisticated and very successful procedure Also there are an increasing number of clinics offering a variety of methods to correct your vision

7

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

EXECUTIVE SUMMARY This project is an endeavour on the part of our entire group to understand the regional market in the city Ahmedabad for a service known as lsquoLaser vision correction surgeryrsquo by segregating the consumers into sets of existing users as well as the potential users of the above said service This project sought to obtain answers to 2 set of questions-

a) With respect to the potential users ndash 1 Are they aware regarding such a lsquoVision Correctionrsquo service being offered 2 Do they find it to be a better solution for the purpose of vision improvement 3 What according to them are the reasons for lower acceptability of this treatment as

compared to other alternatives like spectacles and contact lenses b) With respect to the existing users ndash 1 Are the tall claims made by the lsquolaser eye surgeryrsquo providers true and is it actually a better vision correction solution First of all the market research methodology ie lsquodescriptive researchrsquo process used has been explained ie we have used survey as a tool to understand the market Secondly the eye care industry background and secondary data available about laser vision treatment on the internet and in booklets has been presented Thirdly eye experts have been interviewed to understand whether this service is safe and reliable and all the ophthalmologists have approved of this service with the exception of just one doctor who advised against opting for this surgery Fourthly the primary data findings with relation to the potential market has been analysed- which shows the availability of a large untapped market consisting of willing customers in Ahmedabad who could be convinced to use the said service by employing certain strategies to remove their misconceptions and by raising their awareness regarding this treatmentrsquos long term benefits as compared to other available alternatives which are perceived to be cheaper as of now Fifthly the data has been collected from existing users of the service and presented to validate claims made by the laser eye surgery providers against the touchstone of experience It has been found that the claims made are true and it is indeed a safe better and one time solution if administered under expertrsquos supervision We can conclude that people in Ahmedabad perceive the city as a viable location in terms of expert services state of art facilities and technology and really affordable prices for getting laser surgery done But to make Ahmedabad a more preferred and attractive destination for getting laser eye surgery done by a larger number of consumers in the future some recommendations (like advertisements should provide specific rather than general information convince the dear ones of the target consumer rather than just the target consumer of the benefits of the service etc) have been made by our group towards the end of the project This has been an humble effort on our part and we hope the project findings may prove useful to everyone

2

Laser vision correction (Refractive Surgery) ndash

A Market Research

Objective

To understand the market sentiments regarding laser surgery as a treatment to cure vision defects ( A Detailed explanation of the market sentiments to be studied are stated as under -)

Primary objective - a) Awareness regarding the treatment b) To understand consumerrsquos perception regarding this treatment ie whether

they find it superior as compared to spectacles and contact lenses c) Willingness to accept this treatment and factors hindering adoption

Secondary objective ndash a) The reasons because of which one should opt for laser vision correction surgery b) To find if there are any side effects after undergoing this surgery and if it is indeed safe

and better option for vision improvement

Scope

a) Respondents (people with vision defects) for the purpose of conducting a survey

to be selected from the city of Ahmedabad only b) We are going to research only about the laser treatment wherein its being used

for vision improvement purpose

3

MARKET RESEARCH

Marketing Research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution to problems in marketing Marketing research attempts to provide accurate information that reflects a true state of affairs It is objective and meant to be conducted impartially Thus the motto of every researcher should be ndash lsquoFind it and tell it like it isrsquo Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences attitudes and behaviors of consumers in a market-based economy and it aims to understand the effects and comparative success of marketing campaigns We as a group seek to explore in depth on our project topic ie the study of the penetration of the treatment lsquolaser vision correction (refractive surgery) rsquo in Ahmedabad city and obtain useful findings by using the tools of marketing research

Classification of Market Research

Market Research

Problem Identification

Research

Problem Solving

Research

This project is a Problem Identification Research because our interest solely lies in just identifying or finding out various variables forming a part of the market environment for laser vision surgery

4

The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model

D mdash Define the marketing problem

E mdash Enumerate the controllable and uncontrollable decision factors

C mdash Collect relevant information

I mdash Identify the best alternative

D mdash Develop and implement a marketing plan

E mdash Evaluate the decision and the decision process

With respect to this project we have performed just the first 4 steps ie till identification of the best alternative ndash ie we have given a list of recommendations to enable greater penetration of this service lsquolaser vision correction surgeryrsquo in Ahmedabad city It has been done so because the last 2 steps are to be performed by the policy makers and executors

Market Research Process

The market research process consists of 6 major steps ndash

1) Define the problem and research objectives The problem to be addressed through this project is to find out the reasons underlying the low acceptance of lsquolaser surgeryrsquo as a vision correction option inspite of being a permanent and hassle free solution The content of the project would comprise of information regarding various costs and techniques of laser vision correction expert opinion regarding about success ratio side effects and permanency of better vision post ndash surgery amp know consumersrsquo opinions regarding this treatment as to their awareness apprehensions and beliefs regarding this treatment This problem is to be researched in order to generate useful findings for people with vision defects and help them understand lsquolaser surgeryrsquo treatment better

2) Develop the research plan

a) Data source ndash Internet and books(secondary data) and primary data is also used b) Research approach ndash Survey Descriptive research Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way Many scientific disciplines especially social science and psychology use this method to obtain a general overview of the subject

5

c) Research instruments ndash Questionnaire (for consumers) and Interviews(for eye experts)

d) Sampling plan i) Sampling unit ndash People with vision defects

ii )Sampling size ndash 460 units iii) Sampling procedure ndashConvenience sampling

3) Collect information ndash Interviews of ophthalmologists and opticians have been conducted and

the questionnaires have been filled by the people having vision related problem

4) Analyze information ndash Information collected from ophthalmologists and opticians as well as respondents with vision defect has been tabulated and analyzed by means of graphs

5) Present findings- It has been presented in the lsquoConclusionsrsquo section of this project 6) Make decisions ndashWe leave the decision making part (as to whether they have to opt for laser

vision correction surgery or not) to the discretion of the user of the information given in this project

6

INTRODUCTION TO LASER VISION CORRECTION

Traditionally spectacles and nowadays even contact lenses is being used for the purpose of vision improvement But as some of us know its been over a decade now that a new technology known as lsquolaser vision correction surgery lsquo(Refractive Surgery) has come into the market to serve our needs better So below stated are some facts that will enable better understanding regarding this treatment Laser Eye Surgery improves vision The purpose of laser eye surgery is to correct refractive errors and reduce a persons dependency on glasses or contact lenses The procedure uses a laser to reshape the cornea the clear outer layer of the eye in order to change the eyes focusing power and improve vision There are many types of laser eye surgery but the most common and well-known type of laser eye surgery is LASIK LASIK is used to treat myopia (nearsightedness) hyperopia (farsightedness) and astigmatism (distorted vision)

Over the past few years laser eye treatment has been seen to make an enormous difference to people with near-sight far-sight and astigmatism Its a difference that has changed their quality of life as well as their quality of vision For many people laser treatment can mean new freedom

Advantages of laser vision correction are -

bull Freedom to change the way the world sees you bull Freedom from the time-consuming day-to-day hassle of glasses or contact

lenses bull Freedom to play sports without the inconvenience of glasses or contact lenses bull Freedom to go on holiday and to work without worrying about your eyesight bull Freedom to wake up during the night and see clearly

The result is that more and more people including many celebrities are choosing to undergo this highly sophisticated and very successful procedure Also there are an increasing number of clinics offering a variety of methods to correct your vision

7

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

Laser vision correction (Refractive Surgery) ndash

A Market Research

Objective

To understand the market sentiments regarding laser surgery as a treatment to cure vision defects ( A Detailed explanation of the market sentiments to be studied are stated as under -)

Primary objective - a) Awareness regarding the treatment b) To understand consumerrsquos perception regarding this treatment ie whether

they find it superior as compared to spectacles and contact lenses c) Willingness to accept this treatment and factors hindering adoption

Secondary objective ndash a) The reasons because of which one should opt for laser vision correction surgery b) To find if there are any side effects after undergoing this surgery and if it is indeed safe

and better option for vision improvement

Scope

a) Respondents (people with vision defects) for the purpose of conducting a survey

to be selected from the city of Ahmedabad only b) We are going to research only about the laser treatment wherein its being used

for vision improvement purpose

3

MARKET RESEARCH

Marketing Research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution to problems in marketing Marketing research attempts to provide accurate information that reflects a true state of affairs It is objective and meant to be conducted impartially Thus the motto of every researcher should be ndash lsquoFind it and tell it like it isrsquo Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences attitudes and behaviors of consumers in a market-based economy and it aims to understand the effects and comparative success of marketing campaigns We as a group seek to explore in depth on our project topic ie the study of the penetration of the treatment lsquolaser vision correction (refractive surgery) rsquo in Ahmedabad city and obtain useful findings by using the tools of marketing research

Classification of Market Research

Market Research

Problem Identification

Research

Problem Solving

Research

This project is a Problem Identification Research because our interest solely lies in just identifying or finding out various variables forming a part of the market environment for laser vision surgery

4

The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model

D mdash Define the marketing problem

E mdash Enumerate the controllable and uncontrollable decision factors

C mdash Collect relevant information

I mdash Identify the best alternative

D mdash Develop and implement a marketing plan

E mdash Evaluate the decision and the decision process

With respect to this project we have performed just the first 4 steps ie till identification of the best alternative ndash ie we have given a list of recommendations to enable greater penetration of this service lsquolaser vision correction surgeryrsquo in Ahmedabad city It has been done so because the last 2 steps are to be performed by the policy makers and executors

Market Research Process

The market research process consists of 6 major steps ndash

1) Define the problem and research objectives The problem to be addressed through this project is to find out the reasons underlying the low acceptance of lsquolaser surgeryrsquo as a vision correction option inspite of being a permanent and hassle free solution The content of the project would comprise of information regarding various costs and techniques of laser vision correction expert opinion regarding about success ratio side effects and permanency of better vision post ndash surgery amp know consumersrsquo opinions regarding this treatment as to their awareness apprehensions and beliefs regarding this treatment This problem is to be researched in order to generate useful findings for people with vision defects and help them understand lsquolaser surgeryrsquo treatment better

2) Develop the research plan

a) Data source ndash Internet and books(secondary data) and primary data is also used b) Research approach ndash Survey Descriptive research Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way Many scientific disciplines especially social science and psychology use this method to obtain a general overview of the subject

5

c) Research instruments ndash Questionnaire (for consumers) and Interviews(for eye experts)

d) Sampling plan i) Sampling unit ndash People with vision defects

ii )Sampling size ndash 460 units iii) Sampling procedure ndashConvenience sampling

3) Collect information ndash Interviews of ophthalmologists and opticians have been conducted and

the questionnaires have been filled by the people having vision related problem

4) Analyze information ndash Information collected from ophthalmologists and opticians as well as respondents with vision defect has been tabulated and analyzed by means of graphs

5) Present findings- It has been presented in the lsquoConclusionsrsquo section of this project 6) Make decisions ndashWe leave the decision making part (as to whether they have to opt for laser

vision correction surgery or not) to the discretion of the user of the information given in this project

6

INTRODUCTION TO LASER VISION CORRECTION

Traditionally spectacles and nowadays even contact lenses is being used for the purpose of vision improvement But as some of us know its been over a decade now that a new technology known as lsquolaser vision correction surgery lsquo(Refractive Surgery) has come into the market to serve our needs better So below stated are some facts that will enable better understanding regarding this treatment Laser Eye Surgery improves vision The purpose of laser eye surgery is to correct refractive errors and reduce a persons dependency on glasses or contact lenses The procedure uses a laser to reshape the cornea the clear outer layer of the eye in order to change the eyes focusing power and improve vision There are many types of laser eye surgery but the most common and well-known type of laser eye surgery is LASIK LASIK is used to treat myopia (nearsightedness) hyperopia (farsightedness) and astigmatism (distorted vision)

Over the past few years laser eye treatment has been seen to make an enormous difference to people with near-sight far-sight and astigmatism Its a difference that has changed their quality of life as well as their quality of vision For many people laser treatment can mean new freedom

Advantages of laser vision correction are -

bull Freedom to change the way the world sees you bull Freedom from the time-consuming day-to-day hassle of glasses or contact

lenses bull Freedom to play sports without the inconvenience of glasses or contact lenses bull Freedom to go on holiday and to work without worrying about your eyesight bull Freedom to wake up during the night and see clearly

The result is that more and more people including many celebrities are choosing to undergo this highly sophisticated and very successful procedure Also there are an increasing number of clinics offering a variety of methods to correct your vision

7

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

MARKET RESEARCH

Marketing Research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution to problems in marketing Marketing research attempts to provide accurate information that reflects a true state of affairs It is objective and meant to be conducted impartially Thus the motto of every researcher should be ndash lsquoFind it and tell it like it isrsquo Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences attitudes and behaviors of consumers in a market-based economy and it aims to understand the effects and comparative success of marketing campaigns We as a group seek to explore in depth on our project topic ie the study of the penetration of the treatment lsquolaser vision correction (refractive surgery) rsquo in Ahmedabad city and obtain useful findings by using the tools of marketing research

Classification of Market Research

Market Research

Problem Identification

Research

Problem Solving

Research

This project is a Problem Identification Research because our interest solely lies in just identifying or finding out various variables forming a part of the market environment for laser vision surgery

4

The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model

D mdash Define the marketing problem

E mdash Enumerate the controllable and uncontrollable decision factors

C mdash Collect relevant information

I mdash Identify the best alternative

D mdash Develop and implement a marketing plan

E mdash Evaluate the decision and the decision process

With respect to this project we have performed just the first 4 steps ie till identification of the best alternative ndash ie we have given a list of recommendations to enable greater penetration of this service lsquolaser vision correction surgeryrsquo in Ahmedabad city It has been done so because the last 2 steps are to be performed by the policy makers and executors

Market Research Process

The market research process consists of 6 major steps ndash

1) Define the problem and research objectives The problem to be addressed through this project is to find out the reasons underlying the low acceptance of lsquolaser surgeryrsquo as a vision correction option inspite of being a permanent and hassle free solution The content of the project would comprise of information regarding various costs and techniques of laser vision correction expert opinion regarding about success ratio side effects and permanency of better vision post ndash surgery amp know consumersrsquo opinions regarding this treatment as to their awareness apprehensions and beliefs regarding this treatment This problem is to be researched in order to generate useful findings for people with vision defects and help them understand lsquolaser surgeryrsquo treatment better

2) Develop the research plan

a) Data source ndash Internet and books(secondary data) and primary data is also used b) Research approach ndash Survey Descriptive research Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way Many scientific disciplines especially social science and psychology use this method to obtain a general overview of the subject

5

c) Research instruments ndash Questionnaire (for consumers) and Interviews(for eye experts)

d) Sampling plan i) Sampling unit ndash People with vision defects

ii )Sampling size ndash 460 units iii) Sampling procedure ndashConvenience sampling

3) Collect information ndash Interviews of ophthalmologists and opticians have been conducted and

the questionnaires have been filled by the people having vision related problem

4) Analyze information ndash Information collected from ophthalmologists and opticians as well as respondents with vision defect has been tabulated and analyzed by means of graphs

5) Present findings- It has been presented in the lsquoConclusionsrsquo section of this project 6) Make decisions ndashWe leave the decision making part (as to whether they have to opt for laser

vision correction surgery or not) to the discretion of the user of the information given in this project

6

INTRODUCTION TO LASER VISION CORRECTION

Traditionally spectacles and nowadays even contact lenses is being used for the purpose of vision improvement But as some of us know its been over a decade now that a new technology known as lsquolaser vision correction surgery lsquo(Refractive Surgery) has come into the market to serve our needs better So below stated are some facts that will enable better understanding regarding this treatment Laser Eye Surgery improves vision The purpose of laser eye surgery is to correct refractive errors and reduce a persons dependency on glasses or contact lenses The procedure uses a laser to reshape the cornea the clear outer layer of the eye in order to change the eyes focusing power and improve vision There are many types of laser eye surgery but the most common and well-known type of laser eye surgery is LASIK LASIK is used to treat myopia (nearsightedness) hyperopia (farsightedness) and astigmatism (distorted vision)

Over the past few years laser eye treatment has been seen to make an enormous difference to people with near-sight far-sight and astigmatism Its a difference that has changed their quality of life as well as their quality of vision For many people laser treatment can mean new freedom

Advantages of laser vision correction are -

bull Freedom to change the way the world sees you bull Freedom from the time-consuming day-to-day hassle of glasses or contact

lenses bull Freedom to play sports without the inconvenience of glasses or contact lenses bull Freedom to go on holiday and to work without worrying about your eyesight bull Freedom to wake up during the night and see clearly

The result is that more and more people including many celebrities are choosing to undergo this highly sophisticated and very successful procedure Also there are an increasing number of clinics offering a variety of methods to correct your vision

7

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model

D mdash Define the marketing problem

E mdash Enumerate the controllable and uncontrollable decision factors

C mdash Collect relevant information

I mdash Identify the best alternative

D mdash Develop and implement a marketing plan

E mdash Evaluate the decision and the decision process

With respect to this project we have performed just the first 4 steps ie till identification of the best alternative ndash ie we have given a list of recommendations to enable greater penetration of this service lsquolaser vision correction surgeryrsquo in Ahmedabad city It has been done so because the last 2 steps are to be performed by the policy makers and executors

Market Research Process

The market research process consists of 6 major steps ndash

1) Define the problem and research objectives The problem to be addressed through this project is to find out the reasons underlying the low acceptance of lsquolaser surgeryrsquo as a vision correction option inspite of being a permanent and hassle free solution The content of the project would comprise of information regarding various costs and techniques of laser vision correction expert opinion regarding about success ratio side effects and permanency of better vision post ndash surgery amp know consumersrsquo opinions regarding this treatment as to their awareness apprehensions and beliefs regarding this treatment This problem is to be researched in order to generate useful findings for people with vision defects and help them understand lsquolaser surgeryrsquo treatment better

2) Develop the research plan

a) Data source ndash Internet and books(secondary data) and primary data is also used b) Research approach ndash Survey Descriptive research Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way Many scientific disciplines especially social science and psychology use this method to obtain a general overview of the subject

5

c) Research instruments ndash Questionnaire (for consumers) and Interviews(for eye experts)

d) Sampling plan i) Sampling unit ndash People with vision defects

ii )Sampling size ndash 460 units iii) Sampling procedure ndashConvenience sampling

3) Collect information ndash Interviews of ophthalmologists and opticians have been conducted and

the questionnaires have been filled by the people having vision related problem

4) Analyze information ndash Information collected from ophthalmologists and opticians as well as respondents with vision defect has been tabulated and analyzed by means of graphs

5) Present findings- It has been presented in the lsquoConclusionsrsquo section of this project 6) Make decisions ndashWe leave the decision making part (as to whether they have to opt for laser

vision correction surgery or not) to the discretion of the user of the information given in this project

6

INTRODUCTION TO LASER VISION CORRECTION

Traditionally spectacles and nowadays even contact lenses is being used for the purpose of vision improvement But as some of us know its been over a decade now that a new technology known as lsquolaser vision correction surgery lsquo(Refractive Surgery) has come into the market to serve our needs better So below stated are some facts that will enable better understanding regarding this treatment Laser Eye Surgery improves vision The purpose of laser eye surgery is to correct refractive errors and reduce a persons dependency on glasses or contact lenses The procedure uses a laser to reshape the cornea the clear outer layer of the eye in order to change the eyes focusing power and improve vision There are many types of laser eye surgery but the most common and well-known type of laser eye surgery is LASIK LASIK is used to treat myopia (nearsightedness) hyperopia (farsightedness) and astigmatism (distorted vision)

Over the past few years laser eye treatment has been seen to make an enormous difference to people with near-sight far-sight and astigmatism Its a difference that has changed their quality of life as well as their quality of vision For many people laser treatment can mean new freedom

Advantages of laser vision correction are -

bull Freedom to change the way the world sees you bull Freedom from the time-consuming day-to-day hassle of glasses or contact

lenses bull Freedom to play sports without the inconvenience of glasses or contact lenses bull Freedom to go on holiday and to work without worrying about your eyesight bull Freedom to wake up during the night and see clearly

The result is that more and more people including many celebrities are choosing to undergo this highly sophisticated and very successful procedure Also there are an increasing number of clinics offering a variety of methods to correct your vision

7

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

c) Research instruments ndash Questionnaire (for consumers) and Interviews(for eye experts)

d) Sampling plan i) Sampling unit ndash People with vision defects

ii )Sampling size ndash 460 units iii) Sampling procedure ndashConvenience sampling

3) Collect information ndash Interviews of ophthalmologists and opticians have been conducted and

the questionnaires have been filled by the people having vision related problem

4) Analyze information ndash Information collected from ophthalmologists and opticians as well as respondents with vision defect has been tabulated and analyzed by means of graphs

5) Present findings- It has been presented in the lsquoConclusionsrsquo section of this project 6) Make decisions ndashWe leave the decision making part (as to whether they have to opt for laser

vision correction surgery or not) to the discretion of the user of the information given in this project

6

INTRODUCTION TO LASER VISION CORRECTION

Traditionally spectacles and nowadays even contact lenses is being used for the purpose of vision improvement But as some of us know its been over a decade now that a new technology known as lsquolaser vision correction surgery lsquo(Refractive Surgery) has come into the market to serve our needs better So below stated are some facts that will enable better understanding regarding this treatment Laser Eye Surgery improves vision The purpose of laser eye surgery is to correct refractive errors and reduce a persons dependency on glasses or contact lenses The procedure uses a laser to reshape the cornea the clear outer layer of the eye in order to change the eyes focusing power and improve vision There are many types of laser eye surgery but the most common and well-known type of laser eye surgery is LASIK LASIK is used to treat myopia (nearsightedness) hyperopia (farsightedness) and astigmatism (distorted vision)

Over the past few years laser eye treatment has been seen to make an enormous difference to people with near-sight far-sight and astigmatism Its a difference that has changed their quality of life as well as their quality of vision For many people laser treatment can mean new freedom

Advantages of laser vision correction are -

bull Freedom to change the way the world sees you bull Freedom from the time-consuming day-to-day hassle of glasses or contact

lenses bull Freedom to play sports without the inconvenience of glasses or contact lenses bull Freedom to go on holiday and to work without worrying about your eyesight bull Freedom to wake up during the night and see clearly

The result is that more and more people including many celebrities are choosing to undergo this highly sophisticated and very successful procedure Also there are an increasing number of clinics offering a variety of methods to correct your vision

7

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

INTRODUCTION TO LASER VISION CORRECTION

Traditionally spectacles and nowadays even contact lenses is being used for the purpose of vision improvement But as some of us know its been over a decade now that a new technology known as lsquolaser vision correction surgery lsquo(Refractive Surgery) has come into the market to serve our needs better So below stated are some facts that will enable better understanding regarding this treatment Laser Eye Surgery improves vision The purpose of laser eye surgery is to correct refractive errors and reduce a persons dependency on glasses or contact lenses The procedure uses a laser to reshape the cornea the clear outer layer of the eye in order to change the eyes focusing power and improve vision There are many types of laser eye surgery but the most common and well-known type of laser eye surgery is LASIK LASIK is used to treat myopia (nearsightedness) hyperopia (farsightedness) and astigmatism (distorted vision)

Over the past few years laser eye treatment has been seen to make an enormous difference to people with near-sight far-sight and astigmatism Its a difference that has changed their quality of life as well as their quality of vision For many people laser treatment can mean new freedom

Advantages of laser vision correction are -

bull Freedom to change the way the world sees you bull Freedom from the time-consuming day-to-day hassle of glasses or contact

lenses bull Freedom to play sports without the inconvenience of glasses or contact lenses bull Freedom to go on holiday and to work without worrying about your eyesight bull Freedom to wake up during the night and see clearly

The result is that more and more people including many celebrities are choosing to undergo this highly sophisticated and very successful procedure Also there are an increasing number of clinics offering a variety of methods to correct your vision

7

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

The various kinds of laser surgery techniques available are as follows ndash i) Lasik LASIK is a surgical eye procedure that is performed to correct onersquos eyesight reducing the need for glasses or contact lenses LASIK is a procedure that permanently changes the shape of the cornea the clear covering of the front of the eye using an excimer laser By reshaping the cornea the refractive error is corrected and vision is improved The Development of LASIK LASIK is an acronym for Laser Assisted In-Situ Keratomileusis Keratomileusis is derived from two Greek words that literally mean to shape the cornea In-Situ means in place Thus the term LASIK means to reshape the cornea in place using laser In simple terms a flap is cut in the top layer of the eye and folded back so a laser can reshape the surface of the eye and then the flap is put back and the eye heals LASIK is one of the many eye surgery options but it is the most commonly performed laser vision correction procedure The LASIK procedure is the combination of two sophisticated techniques of surgery with the purpose of correcting refractive errors 1 The first technique uses a knife called a microkeratome to cut a thin layer in the cornea

leaving a hinge at one end of the flap The flap is folded back to reveal the middle section of the cornea called the stroma the area to be sculpted by the laser Cutting a flap allows for a rapid recovery of vision and reduces discomfort after surgery

2 The second technique uses pulses from a computer controlled Excimer laser (a cold invisible ultraviolet laser) to sculpt the underlying cornea by vaporizing a portion of the stroma and correcting the refractive error Then the flap is replaced

The LASIK procedure was developed in 1990 by Dr Lucio Buratto (Italy) and Dr Ionnis Pallikaris (Greece) combining two known surgical procedures Keratomileusis [Radial Keratotomy (RK)] and Photorefractive Keratectomy (PRK) They were the first to use a microkeratome to cut a thin flap of cornea and then apply the Excimer laser to remove tissue from the cornea The microkeratome had been used successfully in South America for about 30 years but had not been used in combination with the laser It was Dr Pallikaris that suggested the name Laser In-Situ Keratomileusis (LASIK) for this procedure The evolution of LASIK occurred in the search for a better form of refractive surgery to eliminate some of the limitations risks and complications of these earlier techniques LASIK evolved from PRK and both surgeries use an Excimer laser in a similar manner The major difference between the two surgeries is the way that the stroma the middle layer of the cornea is exposed before it is vaporized with the laser In LASIK a flap is cut in the stroma layer which is folded back for the surgery then replaced after the use of the laser Since LASIK does not disturb the sensitive top layer of the cornea there is less discomfort and a faster recovery than with PRK and the visual benefits are the same

8

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

In 1991 Dr Stephen Slade performed the first LASIK procedure in the United States LASIK is now the most commonly performed refractive surgery procedure LASIK or Lasik (laser-assisted in situ keratomileusis) is a type of refractive surgery for correcting myopia hyperopia and astigmatism LASIK is performed by ophthalmologists using a laser The procedure is generally preferred to photorefractive keratectomy PRK (also called ASA Advanced Surface Ablation) because it requires less time for the patients recovery and the patient feels less pain overall However there are instances where a PRKASA procedure is medically justified as being a better alternative to LASIK Many patients choose LASIK as an alternative to wearing corrective eyeglasses or contact lenses a) Wavefront-guided LASIK Wavefront-guided LASIK is a variation of LASIK surgery in which rather than applying a simple correction of focusing power to the cornea (as in traditional LASIK) an ophthalmologist applies a spatially varying correction guiding the computer-controlled Excimer laser with measurements from a wavefront sensor The goal is to achieve a more optically perfect eye though the final result still depends on the physicians success at predicting changes which occur during healing In older patients though scattering from microscopic particles plays a major role and may outweigh any benefit from wavefront correction Therefore patients expecting so-called super vision from such procedures may be disappointed Still surgeons claim patients are generally more satisfied with this technique than with previous methods particularly regarding lowered incidence of halos the visual artifact caused by spherical aberration induced in the eye by earlier methods Currently there is no research in support of the surgeons claims LASIK Benefits

Source Eye Surgery Education Council

9

ii) atotomy (RK)Radial Ker The first practical application of Radial Keratotomy (RK) resulted from the occurrence of an eye accident In the 1970s Dr Fyodorov of Russia was treating a boy whose glasses had broken and cut his cornea When the boys eyes had recovered his refraction was significantly less myopic than it was before the injury Dr Fyodorov researched past efforts in refractive surgery and eventually worked out a more predictable formula for refractive surgery The Radial Keratotomy (RK) procedure involves using a series of peripheral cuts (incisions) radiating from the central cornea with the result of flattening the central cornea RK can only correct low degrees of myopia and astigmatism In 1978 American ophthalmologists became interested in Dry Fyodorovs findings After visiting Dry Fyodorov in Russia Dr Leo Bores brought the technology back to the United States iii) Excimer Laser The Excimer laser is a device that generates high-energy cold ultraviolet pulses It is a unique type of light that does not cut bodily tissue but rather weakens the molecular bond of tissue cells until the surface tissue disintegrates When applied to laser eye surgery the pulses are delivered to the surface of the eyes cornea literally vaporizing away eye tissue in order to reshape the cornea one microscopic layer at a time During laser eye surgery the Excimer laser is computer controlled and programmed to custom treat each individual eye with a high degree of precision The Excimer laser is noted worldwide for itrsquos safety and effectiveness Although the Excimer laser is now used for laser eye surgery it was originally used for etching silicone computer chips in the 1970s While working in the IBM research laboratories during 1980 to 1983 Drs Rangaswamy Srinivasin James Wynne and Samuel Blum discovered the potential of the Excimer laser in relation to biological tissue interactions They realized the laser could remove targeted tissue without causing any heat damage to the surrounding material Dr Steven Trokel a New York City ophthalmologist made the connection for reshaping the corneal tissue and patented the Excimer laser for vision correction He performed the first laser surgery on a patients eyes in 1987 Over the next ten years the techniques and equipment for laser eye surgery were perfected In 1996 the first Excimer laser for refractive surgery was approved for use in the United States iv) Photorefractive Keratectomy (PRK) Photorefractive Keratectomy (PRK) was the first surgical procedure developed to reshape the cornea using a laser In PRK the top layer of the cornea called the epithelium is scraped away to expose the stroma layer underneath Because there are nerve fibers in the epithelium there may be some initial discomfort equivalent to a badly scratched eye This can further cause pain irritation watering of the eye blurry vision or the feeling of a particle in the eye An eye bandage is worn to reduce the irritation and encourage healing of the tissue Following PRK vision is blurry for a few days but improves as the corneal epithelium heals Vision is often reasonably good at one week and stabilized by six months

10

v) Zyoptix

Zyoptix is a new and advanced laser eye treatment from Bausch and Lomb which experts hope will help people with vision defects with a better choice

Zyoptix Changing perspective of life

Sophisticated technology has made LASIK a fast virtually painless and very popular procedure By 2001 over 2 million people world-wide had chosen LASIK for vision correction

Its hard to imagine that Zyoptix can take LASIK to a new dimension in terms of vision correction The additional diagnostic screening benefits of wavefront technology has allowed patient improved selection and personalised treatment to a level never imagined before Zyoptix provides surgeons with so much more detailed information on which to base decisions about your treatment

Zyoptix was the first system in Europe and Asia that applied Wavefront technology in laser eye treatment to provide Personalised Vision treatments (sometimes known as Wavefront or custom LASIK) By September 2003 over 100000 Zyoptix treatments had been performed

In October 2003 Zyoptix received FDA approval for use in the USA

Latest Technology Zyoptix

Building on its success Bausch amp Lomb launched the very latest technology for Zyoptix treatments in September 2003

New features and benefits include

Iris Recognition An enhanced safety feature that ensures the correct eye is treated

Zy-IDtrade A personal file that stores your unique digital lsquomaprsquo of each iris amp treatment information

A faster and Multi-Dimensional Eyetracker

Compensates and corrects for eye movements during surgery in x y and z dimensions

100 Hz laser head source Treatment times can now be more than twice as fast

11

Improved Illumination amp new microscope Better visibility during treatment

New treatment options

More people could eligible for Zyoptix treatment for example those with longfar sight complicated (mixed) astigmatism large pupils or thin corneas

Technology and the Equipment

The advanced Zyoptix treatment depends on highly sophisticated computer-controlled equipment which is integrated by specialised software In a Zyoptix treatment the following equipment is used

bull The Orbscanreg topographer bull The Zywavetrade aberrometer bull Iris Recognition Zy-IDtrade bull Zyoptix Treatment Cards bull The excimer laser bull The eyetracker bull The microkeratome

12

v) Zyoptix

Zyoptix is a new and advanced laser eye treatment from Bausch and Lomb which experts hope will help people with vision defects with a better choice

Zyoptix Changing perspective of life

Sophisticated technology has made LASIK a fast virtually painless and very popular procedure By 2001 over 2 million people world-wide had chosen LASIK for vision correction

Its hard to imagine that Zyoptix can take LASIK to a new dimension in terms of vision correction The additional diagnostic screening benefits of wavefront technology has allowed patient improved selection and personalised treatment to a level never imagined before Zyoptix provides surgeons with so much more detailed information on which to base decisions about your treatment

Zyoptix was the first system in Europe and Asia that applied Wavefront technology in laser eye treatment to provide Personalised Vision treatments (sometimes known as Wavefront or custom LASIK) By September 2003 over 100000 Zyoptix treatments had been performed

In October 2003 Zyoptix received FDA approval for use in the USA

Latest Technology Zyoptix

Building on its success Bausch amp Lomb launched the very latest technology for Zyoptix treatments in September 2003

New features and benefits include

Iris Recognition An enhanced safety feature that ensures the correct eye is treated

Zy-IDtrade A personal file that stores your unique digital lsquomaprsquo of each iris amp treatment information

A faster and Multi-Dimensional Eyetracker

Compensates and corrects for eye movements during surgery in x y and z dimensions

100 Hz laser head source Treatment times can now be more than twice as fast

11

Improved Illumination amp new microscope Better visibility during treatment

New treatment options

More people could eligible for Zyoptix treatment for example those with longfar sight complicated (mixed) astigmatism large pupils or thin corneas

Technology and the Equipment

The advanced Zyoptix treatment depends on highly sophisticated computer-controlled equipment which is integrated by specialised software In a Zyoptix treatment the following equipment is used

bull The Orbscanreg topographer bull The Zywavetrade aberrometer bull Iris Recognition Zy-IDtrade bull Zyoptix Treatment Cards bull The excimer laser bull The eyetracker bull The microkeratome

12

Improved Illumination amp new microscope Better visibility during treatment

New treatment options

More people could eligible for Zyoptix treatment for example those with longfar sight complicated (mixed) astigmatism large pupils or thin corneas

Technology and the Equipment

The advanced Zyoptix treatment depends on highly sophisticated computer-controlled equipment which is integrated by specialised software In a Zyoptix treatment the following equipment is used

bull The Orbscanreg topographer bull The Zywavetrade aberrometer bull Iris Recognition Zy-IDtrade bull Zyoptix Treatment Cards bull The excimer laser bull The eyetracker bull The microkeratome

12

Things to be considered before selecting lsquoLASIKrsquo ndash Although laser eye surgery is considered a relatively safe procedure it is still major medical surgery As an elective procedure prospective patients should become informed about the LASIK procedure and learn about the options benefits risks and complications so that they can make an informed decision It is important for patients to get an explanation of the procedure from the doctor in order to know what to expect before during and after LASIK surgery Overall the decision to undergo laser eye surgery involves choosing the best procedure finding a qualified doctor and determining if you are a good candidate for laser eye surgery 1 Procedure There are several necessary preparations in the preoperative period The operation itself involves creating a thin flap on the eye folding it to enable remodeling of the tissue beneath with a laser The flap is repositioned and the eye is left to heal in the postoperative period Factors affecting surgery Typically the cornea is avascular because it must be transparent to function normally and its cells absorb oxygen from the tear film Thus low-oxygen-permeable contact lenses reduce the corneas oxygen absorption sometimes resulting in corneal neovascularizationmdashthe growth of blood vessels into the cornea This causes a slight lengthening of inflammation duration and healing time and some pain during surgery because of greater bleeding Although some contact lenses (notably modern RGP and soft silicone hydrogel lenses) are made of materials with greater oxygen permeability that help reduce the risk of corneal neovascularization patients considering LASIK are warned to avoid over-wearing their contact lenses Usually it is recommended that they discontinue wearing contact lenses days or weeks before the LASIK eye surgery A 2004 Wake Forest University study established that heat and humidity affect LASIK surgery results both during the procedure and in the two weeks before the surgery a)Preoperative Patients wearing soft contact lenses are usually instructed to stop wearing them 5 to 21 days before surgery One industry body recommends that patients wearing hard contact lenses should stop wearing them for a minimum of six weeks plus another six weeks for every three years the hard contacts have been worn Before the surgery the patients corneas are examined with a pachymeter to determine their thickness and with a topographer to measure their surface contour Using low-power lasers a topographer creates a topographic map of the cornea This process also detects astigmatism and other irregularities in the shape of the cornea Using this information the surgeon calculates the amount and the locations of corneal tissue to be removed during the operation The patient typically is prescribed and self-administers an antibiotic beforehand to minimize the risk of infection after the procedure

13

b)Operation The operation is performed with the patient awake and mobile however the patient is sometimes given a mild sedative (such as Valium) and anesthetic eye drops LASIK is performed in three steps The first step is to create a flap of corneal tissue The second step is remodeling of the cornea underneath the flap with the laser Finally the flap is repositioned

1) Flap creation A corneal suction ring is applied to the eye holding the eye in place This step in the procedure can sometimes cause small blood vessels to burst resulting in bleeding or subconjunctival hemorrhage into the white (sclera) of the eye a harmless side effect that resolves within several weeks Increased suction typically causes a transient dimming of vision in the treated eye Once the eye is immobilized the flap is created This process is achieved with a mechanical microkeratome using a metal blade or a femtosecond laser microkeratome (procedure known as IntraLASIK) that creates a series of tiny closely arranged bubbles within the cornea A hinge is left at one end of this flap The flap is folded back revealing the stroma the middle section of the cornea The process of lifting and folding back the flap can sometimes be uncomfortable

2) Laser remodeling The second step of the procedure is to use an Excimer laser (193 nm) to remodel the corneal stroma The laser vaporizes tissue in a finely controlled manner without damaging the adjacent stroma No burning with heat or actual cutting is required to ablate the tissue The layers of tissue removed are tens of micrometres thick Performing the laser ablation in the deeper corneal stroma typically provides for more rapid visual recovery and less pain than the earlier technique photorefractive keratectomy (PRK) During the second step the patients vision will become very blurry once the flap is lifted They will be able to see only white light surrounding the orange light of the laser which can lead to mild disorientation Currently manufactured Excimer lasers use an eye tracking system that follows the patients eye position up to 4000 times per second redirecting laser pulses for precise placement within the treatment zone Typical pulses are around 1 millijoule (mJ) of pulse energy in 10 to 20 nanoseconds

3) Repositioning of flap After the laser has reshaped the stromal layer the LASIK flap is carefully repositioned over the treatment area by the surgeon and checked for the presence of air bubbles debris and proper fit on the eye The flap remains in position by natural adhesion until healing is completed

14

c) Postoperative care Patients are usually given a course of antibiotic and anti-inflammatory eye drops These are continued in the weeks following surgery Patients are usually told to sleep much more and are also given a darkened pair of shields to protect their eyes from bright lights and protective goggles to prevent rubbing of the eyes when asleep and to reduce dry eyes They also are required to moisturize the eyes with preservative-free tears and follow directions for prescription drops Patients should be adequately informed by their surgeons of the importance of proper post-operative care to minimize the risk of complications Over time most attention has shifted from other aberrations and centered on spherical aberration LASIK and PRK tend to induce spherical aberration because of the tendency of the laser to undercorrect as it moves outward from the center of the treatment zone This is primarily an issue for major corrections There are theories that posit that if the lasers were simply programmed to adjust for this tendency no significant spherical aberration would occur In eyes with few higher order aberrations wavefront-optimized LASIK (rather than wavefront-guided LASIK) may well be the future

2 Selecting a good doctor

One of the most important decisions is choosing the eye surgeon that will perform the surgery An experienced and reputable doctor will increase the likelihood of a positive outcome To find a qualified doctor one should try to get a recommendation from your primary eye doctor and talk to other people who have had eye surgery Also be wary of discount eye centers that offer rates much lower than other doctors - you usually get what you pay for - and you will most likely be sacrificing quality of care and treatment Onersquos eyes are as unique as your fingerprints The best LASIK results are achieved when treatment is customized to onersquos individual eyes using wavefront technology Any individualrsquos eyes are as unique as his her fingerprints - no two eyes are the same Even two eyes of the same person are different from each other The recommended eye surgery for a person with visual defect will be based on a visual eye exam by the doctor After the doctor examines the patientrsquos eyes he will be able to tell whether the patient is a good candidate for either conventional or custom LASIK eye surgery If a person does not meet patient criteria for LASIK it is likely that heshe may qualify for other laser eye surgery options Before your laser eye surgery as is required before most medical procedures you will be asked to sign a consent form At this time if you still have any questions or concerns make sure you discuss them with your doctor

15

Patient Screening Affects Outcome Many of the possible complications associated with laser eye surgery can be avoided with proper screening to ensure that you are an appropriate candidate for laser eye surgery and if you are what the best treatment is for your prescription Your doctor should test and examine your vision and explain the results with you Most complications happen to patients that were not good candidates for laser eye surgery in the first place including people with large pupils thin corneas severe astigmatism high or complex prescriptions or other eye health problems As with any important medical decision it may be beneficial to get a second opinion Doctors have a financial incentive to accept you as a patient and you want to find an experienced refractive surgeon that will carefully examine your eyes and make sure you are a good candidate for laser eye surgery If you are not a good candidate or have a borderline case hopefully one of them will let you know A reputable laser eye surgeon should turn away patients that are unlikely to benefit from the procedure 3 Conditions necessary to be qualified as a LASIK canditate LASIK eye surgery has successfully treated many individuals with refractive errors but there are some people who are not good candidates for the procedure Before LASIK surgery is performed a doctor should conduct pre-op tests and exams to make sure a patient meets the criteria for LASIK eye surgery Determining if someone is a good candidate for LASIK surgery is important in determining the outcome of surgery Many problems can be avoided by properly screening patients If one wears contact lenses heshe will want to stop wearing them before their initial LASIK exam Contact lenses change the shape of the cornea and it takes some time for the eyes to settle into their natural curvature It is important to allow enough time for onersquos eyes to stabilize before proceeding with LASIK otherwise the measurements will not be accurate and the results could be disastrous Refer to the chart below for average time needed depending on the type of contact lenses one wears Timetable for Not Wearing Contact Lenses Before LASIK Exam

Source US FDA

16

4 Age An individualrsquos vision should be stable for at least a year before laser eye surgery is performed Many children and teens who have refractive errors want to have LASIK surgery but because eyes continue to change until growth is complete it isnrsquot until the early twenties that most doctors will consider LASIK an option New advances in eyesight corrective surgery are providing consumers greater choices Patients in their 40s or 50s who are considering LASIK surgery to improve their vision might want to consider to be evaluated for implantable lenses as well Early signs of a cataract might argue for surgery and implantation of multifocal lenses instead The FDA has approved LASIK for age 18 and over More importantly the persons eye needs to be stable for two years prior to surgery 5 Health Condition Requirements

bull Pregnancy and Breastfeeding - Women who are pregnant or nursing will need to wait until hormone levels return to normal and the eyes stabilize before having laser eye surgery

bull Eye Conditions - It is also important that the eyes are healthy and that the patient

doesnrsquot have any conditions that would make them unsuitable for LASIK such as severe dry eyes and corneas that are too thin or steep However for people who are not good candidates for LASIK because of severe dry eye or thin corneas there are other laser eye surgery options that may be appropriate

bull Autoimmune Disease - Another health issue that may make a person unsuitable for

LASIK is the presence of an autoimmune disease The concern with autoimmune conditions is the unexpected and undesirable responses to eye surgery The FDA has listed autoimmune conditions as a contraindication for laser eye surgery meaning it is not approved or advised Although performing LASIK on a person with an autoimmune condition is an off-label use of a medical device a doctor may legally perform the surgery if they feel it is medically appropriate Many individuals with autoimmune conditions have undergone LASIK surgery and had successful results If you have an autoimmune condition and want to consider laser eye surgery make sure you discuss this with your eye surgeon your primary care doctor and a neurologist

17

6 Cost of the surgery - There is not one right price for laser eye surgery The amount one pays will be based on many factors including the surgeon one chooses the equipment and quality of the laser system used the time given to each patient and procedure onersquos vision prescription and the type of procedures being performed

Comparing LASIK Prices When comparing advertised prices one should also be comparing what is included in that amount and what is not There can be a wide variation in what the advertised price includes About the only thing that is the same no matter where one goes is that the price is quoted per eye The best value is not going to be in finding the cheapest price per eye but in the total quality of service youll be receiving for the total amount youll be paying When the cost of LASIK surgery can vary from less than $1000 to over $3000 per eye obviously wide differences exist Consider the following criteria

1 SURGEON - The fee for a surgeon will be based on training and experience A skilled surgeon with proper training and extensive operative experience will cost more than a surgeon with minimal training or a low amount of experience Rather than trying to find the cheapest doctor find out about the surgeons credentials and record of procedures

2 EQUIPMENT - Technology matters and state-of-the-art equipment costs more Ask

what laser system the doctor is using and make sure that it is FDA approved for the procedure onell be receiving As differences exist in the technology from machine to machine one needs that machine that is best suited to correct their vision prescription It is also important that the equipment be properly maintained The equipment is expensive to purchase (about $500000) and costly to maintain properly (about $90000 annually) costs that are reflected in the price of surgery A discount price may indicate that substandard equipment is used or that maintenance is not what it should be

3 TIME- Fees can vary based on the level of preoperative testing and postoperative

check -ups Many problems can be avoided with proper screening and testing so its important to find a doctor that will take the time to test and screen answer questions and talk about expectations explain procedures risks and complications follows up with postoperative check -ups and performs enhancements if necessary Ask if these tests and appointments are all included in the fee A discount center may skimp on appointments or not provide adequate time with each patient Also while many reputable doctors quote prices that includes all visits and procedures a discount center may lure one with a low surgery price but it bills one separately for tests visits and enhancements

18

4 Age An individualrsquos vision should be stable for at least a year before laser eye surgery is performed Many children and teens who have refractive errors want to have LASIK surgery but because eyes continue to change until growth is complete it isnrsquot until the early twenties that most doctors will consider LASIK an option New advances in eyesight corrective surgery are providing consumers greater choices Patients in their 40s or 50s who are considering LASIK surgery to improve their vision might want to consider to be evaluated for implantable lenses as well Early signs of a cataract might argue for surgery and implantation of multifocal lenses instead The FDA has approved LASIK for age 18 and over More importantly the persons eye needs to be stable for two years prior to surgery 5 Health Condition Requirements

bull Pregnancy and Breastfeeding - Women who are pregnant or nursing will need to wait until hormone levels return to normal and the eyes stabilize before having laser eye surgery

bull Eye Conditions - It is also important that the eyes are healthy and that the patient

doesnrsquot have any conditions that would make them unsuitable for LASIK such as severe dry eyes and corneas that are too thin or steep However for people who are not good candidates for LASIK because of severe dry eye or thin corneas there are other laser eye surgery options that may be appropriate

bull Autoimmune Disease - Another health issue that may make a person unsuitable for

LASIK is the presence of an autoimmune disease The concern with autoimmune conditions is the unexpected and undesirable responses to eye surgery The FDA has listed autoimmune conditions as a contraindication for laser eye surgery meaning it is not approved or advised Although performing LASIK on a person with an autoimmune condition is an off-label use of a medical device a doctor may legally perform the surgery if they feel it is medically appropriate Many individuals with autoimmune conditions have undergone LASIK surgery and had successful results If you have an autoimmune condition and want to consider laser eye surgery make sure you discuss this with your eye surgeon your primary care doctor and a neurologist

17

6 Cost of the surgery - There is not one right price for laser eye surgery The amount one pays will be based on many factors including the surgeon one chooses the equipment and quality of the laser system used the time given to each patient and procedure onersquos vision prescription and the type of procedures being performed

Comparing LASIK Prices When comparing advertised prices one should also be comparing what is included in that amount and what is not There can be a wide variation in what the advertised price includes About the only thing that is the same no matter where one goes is that the price is quoted per eye The best value is not going to be in finding the cheapest price per eye but in the total quality of service youll be receiving for the total amount youll be paying When the cost of LASIK surgery can vary from less than $1000 to over $3000 per eye obviously wide differences exist Consider the following criteria

1 SURGEON - The fee for a surgeon will be based on training and experience A skilled surgeon with proper training and extensive operative experience will cost more than a surgeon with minimal training or a low amount of experience Rather than trying to find the cheapest doctor find out about the surgeons credentials and record of procedures

2 EQUIPMENT - Technology matters and state-of-the-art equipment costs more Ask

what laser system the doctor is using and make sure that it is FDA approved for the procedure onell be receiving As differences exist in the technology from machine to machine one needs that machine that is best suited to correct their vision prescription It is also important that the equipment be properly maintained The equipment is expensive to purchase (about $500000) and costly to maintain properly (about $90000 annually) costs that are reflected in the price of surgery A discount price may indicate that substandard equipment is used or that maintenance is not what it should be

3 TIME- Fees can vary based on the level of preoperative testing and postoperative

check -ups Many problems can be avoided with proper screening and testing so its important to find a doctor that will take the time to test and screen answer questions and talk about expectations explain procedures risks and complications follows up with postoperative check -ups and performs enhancements if necessary Ask if these tests and appointments are all included in the fee A discount center may skimp on appointments or not provide adequate time with each patient Also while many reputable doctors quote prices that includes all visits and procedures a discount center may lure one with a low surgery price but it bills one separately for tests visits and enhancements

18

6 Cost of the surgery - There is not one right price for laser eye surgery The amount one pays will be based on many factors including the surgeon one chooses the equipment and quality of the laser system used the time given to each patient and procedure onersquos vision prescription and the type of procedures being performed

Comparing LASIK Prices When comparing advertised prices one should also be comparing what is included in that amount and what is not There can be a wide variation in what the advertised price includes About the only thing that is the same no matter where one goes is that the price is quoted per eye The best value is not going to be in finding the cheapest price per eye but in the total quality of service youll be receiving for the total amount youll be paying When the cost of LASIK surgery can vary from less than $1000 to over $3000 per eye obviously wide differences exist Consider the following criteria

1 SURGEON - The fee for a surgeon will be based on training and experience A skilled surgeon with proper training and extensive operative experience will cost more than a surgeon with minimal training or a low amount of experience Rather than trying to find the cheapest doctor find out about the surgeons credentials and record of procedures

2 EQUIPMENT - Technology matters and state-of-the-art equipment costs more Ask

what laser system the doctor is using and make sure that it is FDA approved for the procedure onell be receiving As differences exist in the technology from machine to machine one needs that machine that is best suited to correct their vision prescription It is also important that the equipment be properly maintained The equipment is expensive to purchase (about $500000) and costly to maintain properly (about $90000 annually) costs that are reflected in the price of surgery A discount price may indicate that substandard equipment is used or that maintenance is not what it should be

3 TIME- Fees can vary based on the level of preoperative testing and postoperative

check -ups Many problems can be avoided with proper screening and testing so its important to find a doctor that will take the time to test and screen answer questions and talk about expectations explain procedures risks and complications follows up with postoperative check -ups and performs enhancements if necessary Ask if these tests and appointments are all included in the fee A discount center may skimp on appointments or not provide adequate time with each patient Also while many reputable doctors quote prices that includes all visits and procedures a discount center may lure one with a low surgery price but it bills one separately for tests visits and enhancements

18

4 PRESCRIPTION - The type of correction one needs will be determined by their vision prescription The more correction that needs to be done the higher the cost Most people are not eligible for the low price stated in ads that advertise LASIK from $500 per eye as their eyes require more extensive correction or more follow-up after surgery

5 PROCEDURE - The surgery price will be based on what LASIK procedures one is

getting done Custom LASIK uses wavefront technology to measure and map the eye and costs more than traditional LASIK LASIK with IntraLase which uses a laser to cut the flap in the eye rather than using a microkeratome also costs more

Average Cost of Conventional LASIK in 2008

Average Cost of Wavefront LASIK with Intralaser in 2008

lsquoLASIK Price ndash should not be an issuersquo With something as important as onersquos eyesight it is important to consider more than price One should look for a qualified doctor who uses up-to-date and well-maintained equipment who will spend time to properly evaluate the eyes of people with vision defect and makes the best recommendations for you and who will provide thorough follow-up care When given the cost for onersquos eye surgery ask what is included in the fee and what is not included

19

7 Lasik complications Although the majority of LASIK patients are happy with the outcome of their eye surgery as with any elective medical procedure the possible complications should be considered prior to treatment One may receive inputs from friends who have had the procedure and doctors who perform the surgery but ultimately the decision should be of the individual who is considering to undergo the surgery

bull Factors for Favorable Outcomes Many complications can be avoided with proper testing and screening to ensure that you are a good candidate for LASIK eye surgery Selecting an experienced surgeon who has performed hundreds or thousands of procedures also increases your chances of a successful surgery There is never a guarantee in any medical procedure even if youre the best candidate and youre operated on by the best surgeon who uses the best equipment but it greatly reduces the chance of an unfavorable outcome

bull Rate of mplicationsLASIK co - According to studies done in the late 1990s about five percent of LASIK patients experienced some type of problem Currently experienced LASIK surgeons report that only about 1 of their LASIK eye surgery patients experience complications if the doctors carefully select only those people that are good candidates for the procedure Even if complications do occur most of them can be corrected with further treatments and enhancements It is very rare to experience permanent and significant vision loss with LASIK eye surgery Many of the possible concerns associated with LASIK eye surgery can be corrected and treated with timely and accurate medical care

bull Intraoperative complications

The incidence of flap complications has been estimated to be 0244Flap complications (such as displaced flaps or folds in the flaps that necessitate repositioning diffuse lamellar keratitis and epithelial ingrowth) are common in lamellar corneal surgeries but rarely lead to permanent visual acuity loss the incidence of these microkeratome-related complications decreases with increased physician experience According to proponents of such techniques this risk is further reduced by the use of IntraLasik and other non-microkeratome related approaches although this is not proven and carries its own set of risks of complications from the IntraLasik procedure A slipped flap (a corneal flap that detaches from the rest of the cornea) is one of the most common complications The chances of this are greatest immediately after surgery so patients typically are advised to go home and sleep to let the flap heal Patients are usually given sleep goggles or eye shields to wear for several nights to prevent them from dislodging the flap in their sleep A faster operation may decrease the chance of this complication as there is less time for the flap to dry

20

7 Lasik complications Although the majority of LASIK patients are happy with the outcome of their eye surgery as with any elective medical procedure the possible complications should be considered prior to treatment One may receive inputs from friends who have had the procedure and doctors who perform the surgery but ultimately the decision should be of the individual who is considering to undergo the surgery

bull Factors for Favorable Outcomes Many complications can be avoided with proper testing and screening to ensure that you are a good candidate for LASIK eye surgery Selecting an experienced surgeon who has performed hundreds or thousands of procedures also increases your chances of a successful surgery There is never a guarantee in any medical procedure even if youre the best candidate and youre operated on by the best surgeon who uses the best equipment but it greatly reduces the chance of an unfavorable outcome

bull Rate of mplicationsLASIK co - According to studies done in the late 1990s about five percent of LASIK patients experienced some type of problem Currently experienced LASIK surgeons report that only about 1 of their LASIK eye surgery patients experience complications if the doctors carefully select only those people that are good candidates for the procedure Even if complications do occur most of them can be corrected with further treatments and enhancements It is very rare to experience permanent and significant vision loss with LASIK eye surgery Many of the possible concerns associated with LASIK eye surgery can be corrected and treated with timely and accurate medical care

bull Intraoperative complications

The incidence of flap complications has been estimated to be 0244Flap complications (such as displaced flaps or folds in the flaps that necessitate repositioning diffuse lamellar keratitis and epithelial ingrowth) are common in lamellar corneal surgeries but rarely lead to permanent visual acuity loss the incidence of these microkeratome-related complications decreases with increased physician experience According to proponents of such techniques this risk is further reduced by the use of IntraLasik and other non-microkeratome related approaches although this is not proven and carries its own set of risks of complications from the IntraLasik procedure A slipped flap (a corneal flap that detaches from the rest of the cornea) is one of the most common complications The chances of this are greatest immediately after surgery so patients typically are advised to go home and sleep to let the flap heal Patients are usually given sleep goggles or eye shields to wear for several nights to prevent them from dislodging the flap in their sleep A faster operation may decrease the chance of this complication as there is less time for the flap to dry

20

bull Flap interface particles are another finding whose clinical significance is

undetermined A Finnish study found that particles of various sizes and reflectivity were clinically visible in 387 of eyes examined via slit lamp biomicroscopy but apparent in 100 of eyes using confocal microscopy

bull Early postoperative complications

The incidence of diffuse lamellar keratitis (DLK) also known as the Sands of Sahara syndrome has been estimated at 23 When diagnosed and appropriately treated DLK resolves with no lasting vision limitation The incidence of infection responsive to treatment has been estimated at 04 Infection under the corneal flap is possible It is also possible that a patient has the genetic condition keratoconus that causes the cornea to thin after surgery Although this condition is screened in the preoperative exam it is possible in rare cases (about 1 in 5000)[citation needed] for the condition to remain dormant until later in life (the mid-40s) If this occurs the patient may need rigid gas permeable contact lenses Intrastromal Corneal Ring Segments (Intacs) Corneal Collagen Crosslinking with Riboflavin or a corneal transplant The incidence of persistent dry eye has been estimated to be as high as 28 in Asian eyes and 5 in Caucasian eyes Nerve fibers in the cornea are important for stimulating tear production A year after LASIK subbasal nerve fiber bundles remain reduced by more than half Some patients experience reactive tearing in part to compensate for chronic decreased basal wetting tear production The incidence of subconjunctival hemorrhage has been estimated at 105 (according to a study undertaken in China thus results may not be generally applicable due to racial and geographic factors) Late postoperative complications The incidence of epithelial ingrowth has been estimated at 01Glare is another commonly reported complication of those who have had LASIK Halos or starbursts around bright lights at night are caused by the irregularity between the lasered part and the untouched part It is not practical to perform the surgery so that it covers the width of the pupil at full dilation at night and the pupil may expand so that light passes through the edge of the flap into the pupil In daytime the pupil is smaller than the edge Modern equipment is better suited to treat those with large pupils and responsible physicians will check for them during examination Late traumatic flap dislocations have been reported 1ndash7 years post-LASIK Other Complications Lasik and other forms of laser refractive surgery (ie PRK LASEK and Epi-LASEK) change the dynamics of the cornea These changes make it difficult for your optometrist and ophthalmologist to accurately measure your intraocular pressure essential in glaucoma screening and treatment The changes also affect the calculations used to select the correct intraocular lens implant when you have cataract surgery This is known to ophthalmologists as refractive surprise The correct intraocular pressure and intraocular lens power can be calculated if you can provide your eye care professional with your preoperative operative and postoperative eye measurements

21

Although there have been improvements in LASIK technology a large body of conclusive evidence on the chances of long-term complications is not yet established Also there is a small chance of complications such as haziness halo or glare some of which may be irreversible because the LASIK eye surgery procedure is irreversible The incidence of macular hole has been estimated at 02 percent to 03 percent The incidence of retinal detachment has been estimated at 036 percent The incidence of choroidal neovascularization has been estimated at 033 percent The incidence of uveitis has been estimated at 018 percent Although the cornea usually is thinner after LASIK because of the removal of part of the stroma refractive surgeons strive to maintain the maximum thickness to avoid structurally weakening the cornea Decreased atmospheric pressure at higher altitudes has not been demonstrated as extremely dangerous to the eyes of LASIK patients However some mountain climbers have experienced a myopic shift at extreme altitudes In situ keratomileusis effected at a later age increases the incidence of corneal higher-order wavefront aberrations Conventional eyeglasses do not correct higher order aberrations Microfolding has been reported as an almost unavoidable complication of LASIK whose clinical significance appears negligible Blepharitis or inflammation of the eyelids with crusting of the eyelashes may increase the risk of infection or inflammation of the cornea after LASIK[citation needed] Myopic (nearsighted) people who are close to the age (mid- to late-forties) when they will require either reading glasses or bifocal eyeglasses may find that they still require reading glasses despite having undergone refractive LASIK surgery Myopic people generally require reading glasses or bifocal eyeglasses at a later age than people who are emmetropic (those who see without eyeglasses) but this benefit is lost if they undergo LASIK This is not a complication but an expected result of the physical laws of optics Although there is currently no method to completely eradicate the need for reading glasses in this group it may be minimized by performing a variation of the LASIK procedure called slight monovision In this procedure which is performed exactly like distance-vision-correction LASIK the dominant eye is set for distance vision while the non-dominant eye is set to the prescription of the patients reading glasses This allows the patient to achieve a similar effect as wearing bifocals The majority of patients tolerate this procedure very well and do not notice any shift between near and distance viewing although a small portion of the population has trouble adjusting to the monovision effect This can be tested for several days prior to surgery by wearing contact lenses that mimic the monovision effectThere are reports of decrease in the number of corneal keratocytes (fibroblasts) after LASIK

bull LASIK Eye Surgery Complications Include 1) Visual Aberrations Symptoms 2) Dry Eye Symptoms 3) Infection Symptoms 4) Incomplete Correction (undercorrection overcorrection or regression) Symptoms 5) Irregular Astigmatism Symptoms 6) Flap Folds or Wrinkles

22

7) Keratectasia 8) Diffuse Lamellar Keratitis (DLK) 9) Epithelial Ingrowth 10) Higher order aberrations 11) Spherical aberration

8 LASIK SURGERY RECOVERY Although each laser eye surgery patient responds and heals differently to the LASIK procedure most patients have a quick recovery with little discomfort and wake-up the next morning with great vision Always follow your doctors instructions for post-surgery care as what happens after laser eye surgery can affect the outcome as much as the laser eye surgery itself

1) m RecoveryShort Ter Immediately after LASIK surgery the doctor will have you rest for a short time in the office then let you go home with instructions to rest for several hours (letting someone else drive you home) The doctor may cover your eyes with an eye shield to protect them for the first day Most people experience 4-6 hours of mild irritation and your doctor will probably suggest taking a mild pain reliever Your eyes may tear or water and your vision may be hazy or blurry Your eyes may itch or feel like there is something in them and you will want to rub your eyes but dont There is a slim chance that rubbing your eyes could dislodge the corneal flap and necessitate further treatment You may also experience sensitivity to light but this usually improves considerably after the first few days bull Rest Although many LASIK patients can return to work the next day you should try to schedule a few days of rest Most doctors will advise you to avoid any exercise workouts or strenuous activities for the first week that might traumatize the eye and affect healing Strenuous contact sports are usually not recommended for at least a month after surgery in order to protect the eyes from anything that might get in them and keep them from being bumped or hit bull Eye Products In order to prevent eye infection from surgery your doctor may advise you to avoid the use of lotions creams or make-up around the eye for a short time from a couple of days to a couple of weeks depending on how your eyes are healing It is also advised to avoid swimming and using hot tubs for one to two months bull First Check-Up You should see your laser eye doctor for the first check-up within 24-48 hours after surgery Your doctor will remove the eye shield test your vision and examine your eyes He may give you eye drops to use to help prevent infection and inflammation and advise you to use artificial tears to help lubricate the eye Do not wear your contacts even if your vision is blurry

23

LASIK Recovery Timetable

Source US FDA

2) Long Term Recovery

During the first six months after laser eye surgery (the normal healing time) one should expect to visit your doctor for periodic check-ups If at any time onersquos vision or other symptoms get worse instead of better one should contact the doctor immediately and not wait for their next scheduled visit If there is a problem it is best to treat it as soon as possible After LASIK eye surgery ones vision takes time to stabilize and may fluctuate for up to three to six months If further correction or enhancement is necessary the doctor will usually wait until the eyes have stabilized and the eye measurements are consistent for two consecutive visits at least 3 months apart LASIK eye surgery is permanent however onersquos eyes may change naturally with time LASIK does not prevent presbyopia and the eventual need for reading glasses

24

bull LASIK EYE SURGERY STATISTICS Millions of people have had laser eye surgery and the majority are satisfied with the outcome (93 according to the ASCRS - American Society of Cataract and Refractive Surgery) Ninety-five percent of patients reported improved vision and eighty-five percent said their quality of life improved Laser Eye Surgery Results

Source Eye Surgery Education Council bull ectationsLASIK Exp Two LASIK patients with the same outcome may have a difference of opinion on the outcome of the surgery based on their expectations Your doctor should discuss what to expect before during and after your surgery including any questions you might have It is important to be fully informed before the surgery bull LASIK enhancement Following LASIK surgery the healing period is approximately six months It is estimated that an average of 5-10 or surgeries need an enhancement A LASIK enhancement is just a fine-tuning of the original surgery should it be necessary 9 Comparing Test Results When comparing statistics on lasers and procedures it is important to keep in mind the perspective and limits of the tests as reported When viewing laser statistics keep in mind the following points Todays results are probably better than FDA date due to technical improvements and surgeon experience FDA data in one study cannot always be fairly compared to FDA data in another study due to differences in study designs and patient criteria - there has never been a head to head study that has shown that one laser is consistently better than another laser Studies cannot cover every possibility

25

Once the FDA approves the laser the surgeon can use the laser any way they believe is appropriate commonly referred to as off-label use In addition to reported laser results the quality of the laser will also be dependent on whether or not the laser equipment is being properly maintained While it is true that certain patients may be better off with one type of laser over another for most people the choice of laser does not make a significant difference The final vision outcome is more importantly influenced by the skill and experience of the surgeon and the quality of care before and after the eye surgery One of the most important factors in achieving a positive outcome with laser eye surgery is determining whether one is a good LASIK candidate bull LASIK surgery results The surveys determining patient satisfaction with LASIK have found most patients satisfied with satisfaction range being 92ndash98 percent A meta-analysis dated March 2008 performed by the American Society of Cataract and Refractive Surgery over 3000 peer-reviewed articles published over the past 10 years in clinical journals from around the world including 19 studies comprising 2200 patients that looked directly at satisfaction revealed a 954 percent patient satisfaction rate among LASIK patients worldwide

Safety and efficacy The reported figures for safety and efficacy are open to interpretation In 2003 the Medical Defence Union (MDU) the largest insurer for doctors in the United Kingdom reported a 166 percent increase in claims involving laser eye surgery however the MDU averred that these claims resulted primarily from patients unrealistic expectations of LASIK rather than faulty surgery A 2003 study reported in the medical journal Ophthalmology found that nearly 18 percent of treated patients and 12 percent of treated eyes needed retreatment The authors concluded that higher initial corrections astigmatism and older age are risk factors for LASIK retreatment In 2004 the British National Health Services National Institute for Health and Clinical Excellence (NICE) considered a systematic review of four randomized controlled trials[18][19] before issuing guidance for the use of LASIK within the NHS[20] Regarding the procedures efficacy NICE reported Current evidence on LASIK for the treatment of refractive errors suggests that it is effective in selected patients with mild or moderate short-sightedness but that evidence is weaker for its effectiveness in severe short-sightedness and long-sightedness Regarding the procedures safety NICE reported that there are concerns about the procedures safety in the long term and current evidence does not appear adequate to support its use within the NHS without special arrangements for consent and for audit or research Leading refractive surgeons in the United Kingdom and United States including at least one author of a study cited in the report believe NICE relied on information that is severely dated and weakly researched On October 10 2006 WebMD reported that statistical analysis revealed that contact lens wear infection risk is greater than the infection risk from LASIK Daily contact lens wearers

26

bull LASIK EYE SURGERY STATISTICS Millions of people have had laser eye surgery and the majority are satisfied with the outcome (93 according to the ASCRS - American Society of Cataract and Refractive Surgery) Ninety-five percent of patients reported improved vision and eighty-five percent said their quality of life improved Laser Eye Surgery Results

Source Eye Surgery Education Council bull ectationsLASIK Exp Two LASIK patients with the same outcome may have a difference of opinion on the outcome of the surgery based on their expectations Your doctor should discuss what to expect before during and after your surgery including any questions you might have It is important to be fully informed before the surgery bull LASIK enhancement Following LASIK surgery the healing period is approximately six months It is estimated that an average of 5-10 or surgeries need an enhancement A LASIK enhancement is just a fine-tuning of the original surgery should it be necessary 9 Comparing Test Results When comparing statistics on lasers and procedures it is important to keep in mind the perspective and limits of the tests as reported When viewing laser statistics keep in mind the following points Todays results are probably better than FDA date due to technical improvements and surgeon experience FDA data in one study cannot always be fairly compared to FDA data in another study due to differences in study designs and patient criteria - there has never been a head to head study that has shown that one laser is consistently better than another laser Studies cannot cover every possibility

25

Once the FDA approves the laser the surgeon can use the laser any way they believe is appropriate commonly referred to as off-label use In addition to reported laser results the quality of the laser will also be dependent on whether or not the laser equipment is being properly maintained While it is true that certain patients may be better off with one type of laser over another for most people the choice of laser does not make a significant difference The final vision outcome is more importantly influenced by the skill and experience of the surgeon and the quality of care before and after the eye surgery One of the most important factors in achieving a positive outcome with laser eye surgery is determining whether one is a good LASIK candidate bull LASIK surgery results The surveys determining patient satisfaction with LASIK have found most patients satisfied with satisfaction range being 92ndash98 percent A meta-analysis dated March 2008 performed by the American Society of Cataract and Refractive Surgery over 3000 peer-reviewed articles published over the past 10 years in clinical journals from around the world including 19 studies comprising 2200 patients that looked directly at satisfaction revealed a 954 percent patient satisfaction rate among LASIK patients worldwide

Safety and efficacy The reported figures for safety and efficacy are open to interpretation In 2003 the Medical Defence Union (MDU) the largest insurer for doctors in the United Kingdom reported a 166 percent increase in claims involving laser eye surgery however the MDU averred that these claims resulted primarily from patients unrealistic expectations of LASIK rather than faulty surgery A 2003 study reported in the medical journal Ophthalmology found that nearly 18 percent of treated patients and 12 percent of treated eyes needed retreatment The authors concluded that higher initial corrections astigmatism and older age are risk factors for LASIK retreatment In 2004 the British National Health Services National Institute for Health and Clinical Excellence (NICE) considered a systematic review of four randomized controlled trials[18][19] before issuing guidance for the use of LASIK within the NHS[20] Regarding the procedures efficacy NICE reported Current evidence on LASIK for the treatment of refractive errors suggests that it is effective in selected patients with mild or moderate short-sightedness but that evidence is weaker for its effectiveness in severe short-sightedness and long-sightedness Regarding the procedures safety NICE reported that there are concerns about the procedures safety in the long term and current evidence does not appear adequate to support its use within the NHS without special arrangements for consent and for audit or research Leading refractive surgeons in the United Kingdom and United States including at least one author of a study cited in the report believe NICE relied on information that is severely dated and weakly researched On October 10 2006 WebMD reported that statistical analysis revealed that contact lens wear infection risk is greater than the infection risk from LASIK Daily contact lens wearers

26

Once the FDA approves the laser the surgeon can use the laser any way they believe is appropriate commonly referred to as off-label use In addition to reported laser results the quality of the laser will also be dependent on whether or not the laser equipment is being properly maintained While it is true that certain patients may be better off with one type of laser over another for most people the choice of laser does not make a significant difference The final vision outcome is more importantly influenced by the skill and experience of the surgeon and the quality of care before and after the eye surgery One of the most important factors in achieving a positive outcome with laser eye surgery is determining whether one is a good LASIK candidate bull LASIK surgery results The surveys determining patient satisfaction with LASIK have found most patients satisfied with satisfaction range being 92ndash98 percent A meta-analysis dated March 2008 performed by the American Society of Cataract and Refractive Surgery over 3000 peer-reviewed articles published over the past 10 years in clinical journals from around the world including 19 studies comprising 2200 patients that looked directly at satisfaction revealed a 954 percent patient satisfaction rate among LASIK patients worldwide

Safety and efficacy The reported figures for safety and efficacy are open to interpretation In 2003 the Medical Defence Union (MDU) the largest insurer for doctors in the United Kingdom reported a 166 percent increase in claims involving laser eye surgery however the MDU averred that these claims resulted primarily from patients unrealistic expectations of LASIK rather than faulty surgery A 2003 study reported in the medical journal Ophthalmology found that nearly 18 percent of treated patients and 12 percent of treated eyes needed retreatment The authors concluded that higher initial corrections astigmatism and older age are risk factors for LASIK retreatment In 2004 the British National Health Services National Institute for Health and Clinical Excellence (NICE) considered a systematic review of four randomized controlled trials[18][19] before issuing guidance for the use of LASIK within the NHS[20] Regarding the procedures efficacy NICE reported Current evidence on LASIK for the treatment of refractive errors suggests that it is effective in selected patients with mild or moderate short-sightedness but that evidence is weaker for its effectiveness in severe short-sightedness and long-sightedness Regarding the procedures safety NICE reported that there are concerns about the procedures safety in the long term and current evidence does not appear adequate to support its use within the NHS without special arrangements for consent and for audit or research Leading refractive surgeons in the United Kingdom and United States including at least one author of a study cited in the report believe NICE relied on information that is severely dated and weakly researched On October 10 2006 WebMD reported that statistical analysis revealed that contact lens wear infection risk is greater than the infection risk from LASIK Daily contact lens wearers

26

The researchers calculated the risk of significant vision loss consequence of LASIK surgery to be closer to 1-in-10000 cases

Patient dissatisfaction Some patients with poor outcomes from LASIK surgical procedures report a significantly reduced quality of life because of vision problems Patients who have suffered LASIK complications have created websites and discussion forums to educate the public about the risks where prospective and past patients can discuss the surgery In 1999 Surgical Eyes was founded in New York City by RK patient Ron Link as a resource for patients with complications of LASIK and other refractive surgeries Other patient-founded websites to assist those with complications are LaserMyEye founded in 2004 and Vision Surgery Rehab in 2005 Most experienced and reputable clinics will do a full-dilation medical eye exam prior to surgery and give adequate post-operative patient education care to minimize the risk of a negative outcome For best results Steven C Schallhorn an ophthalmologist who oversaw the US Navys refractive surgery program and whose research partly influenced the Navys decision to allow its aviators to get LASIK recommends patients seek out whats called all-laser Lasik combined with wavefront-guided software The FDA website on LASIK clearly states Before undergoing a refractive procedure you should carefully weigh the risks and benefits based on your own personal value system and try to avoid being influenced by friends that have had the procedure or doctors encouraging you to do so As such prospective patients still need to fully understand all the potential issues and complications as satisfaction is directly related to expectation The FDA received 140 negative reports relating to LASIK for the time period 1998ndash2006

PN This is presentation of secondary data ndash source of information being the internet ndash In order to facilitate greater understanding of the service being researched and also to provide statistics of global trends in this laser vision correction industry market that is spread worldwide

27

ANALYSIS OF THE INTERVIEWS CONDUCTED

bull Interviews with Ophthalmologists ( eye doctors) - No

Name of the doctor

Locality for medical practice ndashin Ahmedabad

Qualifications

Experience

No of laser surgeries done

1 Yogesh Kapoor CGRoad Refractive Surgeon- MS(ophthalmology)

18 years 1700

2 Mitesh Ramany Maninagar MS(ophthalmology) 14 years Over 500

3 Diyank Bhrambhatt Navrangpura MS(ophthalmology) 15 years Over 500

4 Brijesh CPatel Stadium Road MS(ophthalmology) 5 years 500 5 Tejas D Shah amp

Preksha V Shah Panjrapole Crossroads

MS DO 18 years Over 1000

(PN Interviewrsquos question format is attached in the annexures section) ( Other than the 5 doctors mentioned above we had gone to meet a 6th doctor ndashDrAshish Dave in Maninagar but he refused to discuss anything about laser vision correction because as an eye doctor he didnrsquot believe it to be a safe or better solution for vision related problems so he had not prescribed or performed even a single laser surgery till now for any of his patients)

Presentation of information collected-

1) Types of treatment techniques available ndash a) Simple Standard Laser b) PRK c) Lasik d) Wavefront e) Tempto sound f) Lapto Lasik g) Zyoptix (advanced technology developed amp provided by Bausch and Lomb clinic)

2) Cost range for treatment- Between Rs 15000 to Rs40000 ( Range found by taking the least among starting costs and highest among the maximum costs from the information given by the above mentioned 5 ophthalmologists)

28

3) Laser surgery is recommended by-

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION Laser surgery is recommend -ed by

DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Optician

50 - - 10 to 15 -

Ophthalmologist

50 100 100 70 100

4) Various kinds of vision defects requiring such kind of a surgery are- a) Myopia b) Hypermetropia c) Astigmatism d) Far sightedness e) Near sightedness

5) lsquoLaser surgery- as a permanent solution to all vision defectsrsquo- Doctorsrsquo opinion

was a) Four doctors agreed that laser surgery was a permanent solution for vision defects b) Dr Yogesh Kapoor (Chief surgeon at Bausch and Lomb clinic) believed that in some

cases patient may get vision defects again especially patients who before surgery also used spectacles with lsquomore than 14rsquo power lenses

6) The success ratio of such laser surgeries is-

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Success ratio of Laser surgery is

9675

9999

9990

100

100

29

7) Age limit for such a surgery ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Age limit for Laser surgery is

Above 18 years (person between 18- 21 years only if their vision prescription has stabilized)

18-50 years

Above 18 years

Less than 40 years

No

8) Side effects if any ndashthen they are as follows

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION Side Effects DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Yes No

Some cases only

No

Sometimes due to negligence of doctors

No

No

Types of side effects

a) Dry eyes b) Blurred night vision

- a) Night glare b) Under correction or over correction

- -

9) Recuperating period All doctors felt that 1 day of rest after surgery is enough for patient to recover and feel better

30

10) Inspite of being a superior alternative to combat vision defects ndashreasons for lesser acceptability among people ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Reasons for lesserpopularity of Laser surgery among people is because of these reasons

a) fear b) ignorance c) high cost

a)fear of damage to eyes b) high cost

a) surgery phobia

a) ignorance b) surgery phobia

a) ignorance b) high cost

11) Popularity of laser surgery from lsquoGenderrsquo perspective ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION Popularity among Both genders

DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Males

50

Less favoured

60

Less favoured

Less favoured

Females

50

More favoured

40

More favoured

More favoured

31

12) Popularity of laser surgery with regard to economic stature of customers is ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Socio economic status of patients opting for laser surgery

All income groups

a) Mostly - richb) 20 - needy

All income groups

All income groups

All income groups

Spectacles cost between Rs250 to Rs1500 and contact lenses cost between Rs 1500 to Rs 5000- whereas laser surgeries cost around Rs 15000 to Rs 40000 Still doctors said that cost was not a hindrance when something as important as eyes and its vision quality was concerned and in some cases when vision gets very weak getting laser surgery done becomes necessary- ie why people across all income groups opt for such an operation

32

Presentation of information collected from opticians ndash

(PN Interviewrsquos question format is attached in the annexures section) Opticians 1 2 3 4 5 Ratio of Spectacles and Contact lenses usage respectively

60 amp 40

80 amp 20

90 amp 10

80 amp 20

65 amp 35

Whether customers enquire regarding Laser Vision Surgery

7 to 8

Yes

Yes

5

Yes

Gender - which brings more of such queries

Female

Female

Female

Female

Female

Income group ndash which brings more of such queries

All

Rich

Rich

Rich

Rich

Opticians ndashwhether offer laser surgery related information on own initiative

Yes

Yes

No

No

Yes

Tie- ups with any Laser centre

Yes

No

No

No

No

Laser Vision Surgeryndash whether superior to Spectacles and Contact lenses

Mostly

No

No

No

No

33

COMPOSITION OF THE RESPONDENTS OF THE SURVEY

The sampling method used is convenience sampling - still care has been taken to ensure that respondents selected come from varied localities of Ahmedabad are of different age groups and income classes have opted for different vision correction solutions have been experiencing vision defects for different time spans and that the data is not gender biased This has been done to enable us to get a more clear and accurate picture of the market sentiments of people all across Ahmedabad So before presenting the survey results ndash the respondents composition is being presented (PN Surveyrsquos questionnaire format is attached in the annexures section)

Total respondents = 460 ( A ) GENDER Female respondents = 244 ( Including 15 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses) Male respondents = 216 ( Including 9 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses)

GENDER COMPOSITION

MALE43

FEMALE57

MALEFEMALE

34

( B ) Area of residence of respondents The purpose behind selection of this criteria is to understand the attitude of people residing in different localities towards the treatment lsquo Laser Vision Correction Surgeryrsquo Though all the respondents reside within Ahmedabad city but still staying at different locations within the city affects their attitudes to great extent because each locality is more like a social group which has its own values lifestyle spending capacities and cultural barriers and all of us very well understand the impact of all of these on consumer buying behaviour - here we are primarily concerned with understanding the consumerrsquos (actual and potential) attitude regarding a service (laser surgery) being offered to them Here we have surveyed a total of 66 localities ndash the aim being a diversified set of respondents

Total respondents = 460

Area No of Respondents Area No of Respondents Maninagar 73 Naroda 8 Amraivadi 6 Rakhial 3 Khokra 40 Meghaninagar 6 Satellite 31 Kalapinagar 2 CGRoad 13 Gurukul 4 Navrangpura 70 Ghirdharnagar 2 Naranpura 30 Akbarnagar 1 Bapunagar 11 Odhav 1 Sardarnagar 1 Jawahar chowk 1 Bavla 1 Nehrunagar 1 Ashram road 3 Sardar patel park 1 Vasna 10 Vatva 1 Vadaj 3 Kalupur 3 Vejalpur 4 Ranip 1 Raipur 1 Science City 1 Khedia 1 CTM 3 Isanpur 18 Stadium Crossroads 6 Sabarmati 9 Bopal 2 Motera 3 Shastrinagar 1 Ghodasar 6 Bodakdev 3 Ambavadi 4 Thakkarbapanagar 2 Hatkeshwar 1 Prahladnagar 1 Vastrapur 3 Bhimjipura 1 Chandkheda 7 Subhashbridge 1 Shahpur 3 Sarkhej 2 Shahibaug 14 Thaltej 1 Nikol 2 Paldi 3 Swastik 1 Ghatlodia 2 Panchvati 2 Chandlodia 1 New CG Road 13 Ellisbridge 1 Hansol 4 Ankur 1 Law garden 2 Indira bridge 1 Jivraj Park 1 Judges Bungalow Road 1

35

A map of Ahmedabad city has been presented in order to understand better that how dispersed is our respondent set and this has been done in order to ensure an unbiased response which would not have been the case if we would have opted for people concentrated in just a few specific locations

36

( C ) AGE OF RESPONDENTS

Total respondents = 460

AGE OF RESPONDENTS FEMALE MALE TOTAL 0 - 10 2 0 2 10 - 20 150 81 231 20 - 30 38 61 99 30 - 40 19 20 39 40 - 50 28 37 65 50 - 60 5 16 21 60 - 70 2 1 3 TOTAL 244 216 460

AGE OF RESPONDENTS

0

20

40

60

80

100

120

140

160

0-10

10-20

20-30

30-40

40-50

50-60

60-70

AGE GROUP

NO O

F RE

SPO

NDEN

TS

FEMALE MALE

37

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

3) Laser surgery is recommended by-

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION Laser surgery is recommend -ed by

DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Optician

50 - - 10 to 15 -

Ophthalmologist

50 100 100 70 100

4) Various kinds of vision defects requiring such kind of a surgery are- a) Myopia b) Hypermetropia c) Astigmatism d) Far sightedness e) Near sightedness

5) lsquoLaser surgery- as a permanent solution to all vision defectsrsquo- Doctorsrsquo opinion

was a) Four doctors agreed that laser surgery was a permanent solution for vision defects b) Dr Yogesh Kapoor (Chief surgeon at Bausch and Lomb clinic) believed that in some

cases patient may get vision defects again especially patients who before surgery also used spectacles with lsquomore than 14rsquo power lenses

6) The success ratio of such laser surgeries is-

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Success ratio of Laser surgery is

9675

9999

9990

100

100

29

7) Age limit for such a surgery ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Age limit for Laser surgery is

Above 18 years (person between 18- 21 years only if their vision prescription has stabilized)

18-50 years

Above 18 years

Less than 40 years

No

8) Side effects if any ndashthen they are as follows

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION Side Effects DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Yes No

Some cases only

No

Sometimes due to negligence of doctors

No

No

Types of side effects

a) Dry eyes b) Blurred night vision

- a) Night glare b) Under correction or over correction

- -

9) Recuperating period All doctors felt that 1 day of rest after surgery is enough for patient to recover and feel better

30

10) Inspite of being a superior alternative to combat vision defects ndashreasons for lesser acceptability among people ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Reasons for lesserpopularity of Laser surgery among people is because of these reasons

a) fear b) ignorance c) high cost

a)fear of damage to eyes b) high cost

a) surgery phobia

a) ignorance b) surgery phobia

a) ignorance b) high cost

11) Popularity of laser surgery from lsquoGenderrsquo perspective ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION Popularity among Both genders

DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Males

50

Less favoured

60

Less favoured

Less favoured

Females

50

More favoured

40

More favoured

More favoured

31

12) Popularity of laser surgery with regard to economic stature of customers is ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Socio economic status of patients opting for laser surgery

All income groups

a) Mostly - richb) 20 - needy

All income groups

All income groups

All income groups

Spectacles cost between Rs250 to Rs1500 and contact lenses cost between Rs 1500 to Rs 5000- whereas laser surgeries cost around Rs 15000 to Rs 40000 Still doctors said that cost was not a hindrance when something as important as eyes and its vision quality was concerned and in some cases when vision gets very weak getting laser surgery done becomes necessary- ie why people across all income groups opt for such an operation

32

Presentation of information collected from opticians ndash

(PN Interviewrsquos question format is attached in the annexures section) Opticians 1 2 3 4 5 Ratio of Spectacles and Contact lenses usage respectively

60 amp 40

80 amp 20

90 amp 10

80 amp 20

65 amp 35

Whether customers enquire regarding Laser Vision Surgery

7 to 8

Yes

Yes

5

Yes

Gender - which brings more of such queries

Female

Female

Female

Female

Female

Income group ndash which brings more of such queries

All

Rich

Rich

Rich

Rich

Opticians ndashwhether offer laser surgery related information on own initiative

Yes

Yes

No

No

Yes

Tie- ups with any Laser centre

Yes

No

No

No

No

Laser Vision Surgeryndash whether superior to Spectacles and Contact lenses

Mostly

No

No

No

No

33

COMPOSITION OF THE RESPONDENTS OF THE SURVEY

The sampling method used is convenience sampling - still care has been taken to ensure that respondents selected come from varied localities of Ahmedabad are of different age groups and income classes have opted for different vision correction solutions have been experiencing vision defects for different time spans and that the data is not gender biased This has been done to enable us to get a more clear and accurate picture of the market sentiments of people all across Ahmedabad So before presenting the survey results ndash the respondents composition is being presented (PN Surveyrsquos questionnaire format is attached in the annexures section)

Total respondents = 460 ( A ) GENDER Female respondents = 244 ( Including 15 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses) Male respondents = 216 ( Including 9 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses)

GENDER COMPOSITION

MALE43

FEMALE57

MALEFEMALE

34

( B ) Area of residence of respondents The purpose behind selection of this criteria is to understand the attitude of people residing in different localities towards the treatment lsquo Laser Vision Correction Surgeryrsquo Though all the respondents reside within Ahmedabad city but still staying at different locations within the city affects their attitudes to great extent because each locality is more like a social group which has its own values lifestyle spending capacities and cultural barriers and all of us very well understand the impact of all of these on consumer buying behaviour - here we are primarily concerned with understanding the consumerrsquos (actual and potential) attitude regarding a service (laser surgery) being offered to them Here we have surveyed a total of 66 localities ndash the aim being a diversified set of respondents

Total respondents = 460

Area No of Respondents Area No of Respondents Maninagar 73 Naroda 8 Amraivadi 6 Rakhial 3 Khokra 40 Meghaninagar 6 Satellite 31 Kalapinagar 2 CGRoad 13 Gurukul 4 Navrangpura 70 Ghirdharnagar 2 Naranpura 30 Akbarnagar 1 Bapunagar 11 Odhav 1 Sardarnagar 1 Jawahar chowk 1 Bavla 1 Nehrunagar 1 Ashram road 3 Sardar patel park 1 Vasna 10 Vatva 1 Vadaj 3 Kalupur 3 Vejalpur 4 Ranip 1 Raipur 1 Science City 1 Khedia 1 CTM 3 Isanpur 18 Stadium Crossroads 6 Sabarmati 9 Bopal 2 Motera 3 Shastrinagar 1 Ghodasar 6 Bodakdev 3 Ambavadi 4 Thakkarbapanagar 2 Hatkeshwar 1 Prahladnagar 1 Vastrapur 3 Bhimjipura 1 Chandkheda 7 Subhashbridge 1 Shahpur 3 Sarkhej 2 Shahibaug 14 Thaltej 1 Nikol 2 Paldi 3 Swastik 1 Ghatlodia 2 Panchvati 2 Chandlodia 1 New CG Road 13 Ellisbridge 1 Hansol 4 Ankur 1 Law garden 2 Indira bridge 1 Jivraj Park 1 Judges Bungalow Road 1

35

A map of Ahmedabad city has been presented in order to understand better that how dispersed is our respondent set and this has been done in order to ensure an unbiased response which would not have been the case if we would have opted for people concentrated in just a few specific locations

36

( C ) AGE OF RESPONDENTS

Total respondents = 460

AGE OF RESPONDENTS FEMALE MALE TOTAL 0 - 10 2 0 2 10 - 20 150 81 231 20 - 30 38 61 99 30 - 40 19 20 39 40 - 50 28 37 65 50 - 60 5 16 21 60 - 70 2 1 3 TOTAL 244 216 460

AGE OF RESPONDENTS

0

20

40

60

80

100

120

140

160

0-10

10-20

20-30

30-40

40-50

50-60

60-70

AGE GROUP

NO O

F RE

SPO

NDEN

TS

FEMALE MALE

37

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

7) Age limit for such a surgery ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Age limit for Laser surgery is

Above 18 years (person between 18- 21 years only if their vision prescription has stabilized)

18-50 years

Above 18 years

Less than 40 years

No

8) Side effects if any ndashthen they are as follows

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION Side Effects DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Yes No

Some cases only

No

Sometimes due to negligence of doctors

No

No

Types of side effects

a) Dry eyes b) Blurred night vision

- a) Night glare b) Under correction or over correction

- -

9) Recuperating period All doctors felt that 1 day of rest after surgery is enough for patient to recover and feel better

30

10) Inspite of being a superior alternative to combat vision defects ndashreasons for lesser acceptability among people ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Reasons for lesserpopularity of Laser surgery among people is because of these reasons

a) fear b) ignorance c) high cost

a)fear of damage to eyes b) high cost

a) surgery phobia

a) ignorance b) surgery phobia

a) ignorance b) high cost

11) Popularity of laser surgery from lsquoGenderrsquo perspective ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION Popularity among Both genders

DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Males

50

Less favoured

60

Less favoured

Less favoured

Females

50

More favoured

40

More favoured

More favoured

31

12) Popularity of laser surgery with regard to economic stature of customers is ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Socio economic status of patients opting for laser surgery

All income groups

a) Mostly - richb) 20 - needy

All income groups

All income groups

All income groups

Spectacles cost between Rs250 to Rs1500 and contact lenses cost between Rs 1500 to Rs 5000- whereas laser surgeries cost around Rs 15000 to Rs 40000 Still doctors said that cost was not a hindrance when something as important as eyes and its vision quality was concerned and in some cases when vision gets very weak getting laser surgery done becomes necessary- ie why people across all income groups opt for such an operation

32

Presentation of information collected from opticians ndash

(PN Interviewrsquos question format is attached in the annexures section) Opticians 1 2 3 4 5 Ratio of Spectacles and Contact lenses usage respectively

60 amp 40

80 amp 20

90 amp 10

80 amp 20

65 amp 35

Whether customers enquire regarding Laser Vision Surgery

7 to 8

Yes

Yes

5

Yes

Gender - which brings more of such queries

Female

Female

Female

Female

Female

Income group ndash which brings more of such queries

All

Rich

Rich

Rich

Rich

Opticians ndashwhether offer laser surgery related information on own initiative

Yes

Yes

No

No

Yes

Tie- ups with any Laser centre

Yes

No

No

No

No

Laser Vision Surgeryndash whether superior to Spectacles and Contact lenses

Mostly

No

No

No

No

33

COMPOSITION OF THE RESPONDENTS OF THE SURVEY

The sampling method used is convenience sampling - still care has been taken to ensure that respondents selected come from varied localities of Ahmedabad are of different age groups and income classes have opted for different vision correction solutions have been experiencing vision defects for different time spans and that the data is not gender biased This has been done to enable us to get a more clear and accurate picture of the market sentiments of people all across Ahmedabad So before presenting the survey results ndash the respondents composition is being presented (PN Surveyrsquos questionnaire format is attached in the annexures section)

Total respondents = 460 ( A ) GENDER Female respondents = 244 ( Including 15 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses) Male respondents = 216 ( Including 9 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses)

GENDER COMPOSITION

MALE43

FEMALE57

MALEFEMALE

34

( B ) Area of residence of respondents The purpose behind selection of this criteria is to understand the attitude of people residing in different localities towards the treatment lsquo Laser Vision Correction Surgeryrsquo Though all the respondents reside within Ahmedabad city but still staying at different locations within the city affects their attitudes to great extent because each locality is more like a social group which has its own values lifestyle spending capacities and cultural barriers and all of us very well understand the impact of all of these on consumer buying behaviour - here we are primarily concerned with understanding the consumerrsquos (actual and potential) attitude regarding a service (laser surgery) being offered to them Here we have surveyed a total of 66 localities ndash the aim being a diversified set of respondents

Total respondents = 460

Area No of Respondents Area No of Respondents Maninagar 73 Naroda 8 Amraivadi 6 Rakhial 3 Khokra 40 Meghaninagar 6 Satellite 31 Kalapinagar 2 CGRoad 13 Gurukul 4 Navrangpura 70 Ghirdharnagar 2 Naranpura 30 Akbarnagar 1 Bapunagar 11 Odhav 1 Sardarnagar 1 Jawahar chowk 1 Bavla 1 Nehrunagar 1 Ashram road 3 Sardar patel park 1 Vasna 10 Vatva 1 Vadaj 3 Kalupur 3 Vejalpur 4 Ranip 1 Raipur 1 Science City 1 Khedia 1 CTM 3 Isanpur 18 Stadium Crossroads 6 Sabarmati 9 Bopal 2 Motera 3 Shastrinagar 1 Ghodasar 6 Bodakdev 3 Ambavadi 4 Thakkarbapanagar 2 Hatkeshwar 1 Prahladnagar 1 Vastrapur 3 Bhimjipura 1 Chandkheda 7 Subhashbridge 1 Shahpur 3 Sarkhej 2 Shahibaug 14 Thaltej 1 Nikol 2 Paldi 3 Swastik 1 Ghatlodia 2 Panchvati 2 Chandlodia 1 New CG Road 13 Ellisbridge 1 Hansol 4 Ankur 1 Law garden 2 Indira bridge 1 Jivraj Park 1 Judges Bungalow Road 1

35

A map of Ahmedabad city has been presented in order to understand better that how dispersed is our respondent set and this has been done in order to ensure an unbiased response which would not have been the case if we would have opted for people concentrated in just a few specific locations

36

( C ) AGE OF RESPONDENTS

Total respondents = 460

AGE OF RESPONDENTS FEMALE MALE TOTAL 0 - 10 2 0 2 10 - 20 150 81 231 20 - 30 38 61 99 30 - 40 19 20 39 40 - 50 28 37 65 50 - 60 5 16 21 60 - 70 2 1 3 TOTAL 244 216 460

AGE OF RESPONDENTS

0

20

40

60

80

100

120

140

160

0-10

10-20

20-30

30-40

40-50

50-60

60-70

AGE GROUP

NO O

F RE

SPO

NDEN

TS

FEMALE MALE

37

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

10) Inspite of being a superior alternative to combat vision defects ndashreasons for lesser acceptability among people ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Reasons for lesserpopularity of Laser surgery among people is because of these reasons

a) fear b) ignorance c) high cost

a)fear of damage to eyes b) high cost

a) surgery phobia

a) ignorance b) surgery phobia

a) ignorance b) high cost

11) Popularity of laser surgery from lsquoGenderrsquo perspective ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION Popularity among Both genders

DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Males

50

Less favoured

60

Less favoured

Less favoured

Females

50

More favoured

40

More favoured

More favoured

31

12) Popularity of laser surgery with regard to economic stature of customers is ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Socio economic status of patients opting for laser surgery

All income groups

a) Mostly - richb) 20 - needy

All income groups

All income groups

All income groups

Spectacles cost between Rs250 to Rs1500 and contact lenses cost between Rs 1500 to Rs 5000- whereas laser surgeries cost around Rs 15000 to Rs 40000 Still doctors said that cost was not a hindrance when something as important as eyes and its vision quality was concerned and in some cases when vision gets very weak getting laser surgery done becomes necessary- ie why people across all income groups opt for such an operation

32

Presentation of information collected from opticians ndash

(PN Interviewrsquos question format is attached in the annexures section) Opticians 1 2 3 4 5 Ratio of Spectacles and Contact lenses usage respectively

60 amp 40

80 amp 20

90 amp 10

80 amp 20

65 amp 35

Whether customers enquire regarding Laser Vision Surgery

7 to 8

Yes

Yes

5

Yes

Gender - which brings more of such queries

Female

Female

Female

Female

Female

Income group ndash which brings more of such queries

All

Rich

Rich

Rich

Rich

Opticians ndashwhether offer laser surgery related information on own initiative

Yes

Yes

No

No

Yes

Tie- ups with any Laser centre

Yes

No

No

No

No

Laser Vision Surgeryndash whether superior to Spectacles and Contact lenses

Mostly

No

No

No

No

33

COMPOSITION OF THE RESPONDENTS OF THE SURVEY

The sampling method used is convenience sampling - still care has been taken to ensure that respondents selected come from varied localities of Ahmedabad are of different age groups and income classes have opted for different vision correction solutions have been experiencing vision defects for different time spans and that the data is not gender biased This has been done to enable us to get a more clear and accurate picture of the market sentiments of people all across Ahmedabad So before presenting the survey results ndash the respondents composition is being presented (PN Surveyrsquos questionnaire format is attached in the annexures section)

Total respondents = 460 ( A ) GENDER Female respondents = 244 ( Including 15 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses) Male respondents = 216 ( Including 9 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses)

GENDER COMPOSITION

MALE43

FEMALE57

MALEFEMALE

34

( B ) Area of residence of respondents The purpose behind selection of this criteria is to understand the attitude of people residing in different localities towards the treatment lsquo Laser Vision Correction Surgeryrsquo Though all the respondents reside within Ahmedabad city but still staying at different locations within the city affects their attitudes to great extent because each locality is more like a social group which has its own values lifestyle spending capacities and cultural barriers and all of us very well understand the impact of all of these on consumer buying behaviour - here we are primarily concerned with understanding the consumerrsquos (actual and potential) attitude regarding a service (laser surgery) being offered to them Here we have surveyed a total of 66 localities ndash the aim being a diversified set of respondents

Total respondents = 460

Area No of Respondents Area No of Respondents Maninagar 73 Naroda 8 Amraivadi 6 Rakhial 3 Khokra 40 Meghaninagar 6 Satellite 31 Kalapinagar 2 CGRoad 13 Gurukul 4 Navrangpura 70 Ghirdharnagar 2 Naranpura 30 Akbarnagar 1 Bapunagar 11 Odhav 1 Sardarnagar 1 Jawahar chowk 1 Bavla 1 Nehrunagar 1 Ashram road 3 Sardar patel park 1 Vasna 10 Vatva 1 Vadaj 3 Kalupur 3 Vejalpur 4 Ranip 1 Raipur 1 Science City 1 Khedia 1 CTM 3 Isanpur 18 Stadium Crossroads 6 Sabarmati 9 Bopal 2 Motera 3 Shastrinagar 1 Ghodasar 6 Bodakdev 3 Ambavadi 4 Thakkarbapanagar 2 Hatkeshwar 1 Prahladnagar 1 Vastrapur 3 Bhimjipura 1 Chandkheda 7 Subhashbridge 1 Shahpur 3 Sarkhej 2 Shahibaug 14 Thaltej 1 Nikol 2 Paldi 3 Swastik 1 Ghatlodia 2 Panchvati 2 Chandlodia 1 New CG Road 13 Ellisbridge 1 Hansol 4 Ankur 1 Law garden 2 Indira bridge 1 Jivraj Park 1 Judges Bungalow Road 1

35

A map of Ahmedabad city has been presented in order to understand better that how dispersed is our respondent set and this has been done in order to ensure an unbiased response which would not have been the case if we would have opted for people concentrated in just a few specific locations

36

( C ) AGE OF RESPONDENTS

Total respondents = 460

AGE OF RESPONDENTS FEMALE MALE TOTAL 0 - 10 2 0 2 10 - 20 150 81 231 20 - 30 38 61 99 30 - 40 19 20 39 40 - 50 28 37 65 50 - 60 5 16 21 60 - 70 2 1 3 TOTAL 244 216 460

AGE OF RESPONDENTS

0

20

40

60

80

100

120

140

160

0-10

10-20

20-30

30-40

40-50

50-60

60-70

AGE GROUP

NO O

F RE

SPO

NDEN

TS

FEMALE MALE

37

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

12) Popularity of laser surgery with regard to economic stature of customers is ndash

ACCORDING TO BELOW MENTIONED DOCTORSrsquo OPINION DrYogesh Kapoor

DrMitesh Ramany

DrDiyank Bhrambhatt

DrBrijesh C Patel

Dr Tejas D Shah

Socio economic status of patients opting for laser surgery

All income groups

a) Mostly - richb) 20 - needy

All income groups

All income groups

All income groups

Spectacles cost between Rs250 to Rs1500 and contact lenses cost between Rs 1500 to Rs 5000- whereas laser surgeries cost around Rs 15000 to Rs 40000 Still doctors said that cost was not a hindrance when something as important as eyes and its vision quality was concerned and in some cases when vision gets very weak getting laser surgery done becomes necessary- ie why people across all income groups opt for such an operation

32

Presentation of information collected from opticians ndash

(PN Interviewrsquos question format is attached in the annexures section) Opticians 1 2 3 4 5 Ratio of Spectacles and Contact lenses usage respectively

60 amp 40

80 amp 20

90 amp 10

80 amp 20

65 amp 35

Whether customers enquire regarding Laser Vision Surgery

7 to 8

Yes

Yes

5

Yes

Gender - which brings more of such queries

Female

Female

Female

Female

Female

Income group ndash which brings more of such queries

All

Rich

Rich

Rich

Rich

Opticians ndashwhether offer laser surgery related information on own initiative

Yes

Yes

No

No

Yes

Tie- ups with any Laser centre

Yes

No

No

No

No

Laser Vision Surgeryndash whether superior to Spectacles and Contact lenses

Mostly

No

No

No

No

33

COMPOSITION OF THE RESPONDENTS OF THE SURVEY

The sampling method used is convenience sampling - still care has been taken to ensure that respondents selected come from varied localities of Ahmedabad are of different age groups and income classes have opted for different vision correction solutions have been experiencing vision defects for different time spans and that the data is not gender biased This has been done to enable us to get a more clear and accurate picture of the market sentiments of people all across Ahmedabad So before presenting the survey results ndash the respondents composition is being presented (PN Surveyrsquos questionnaire format is attached in the annexures section)

Total respondents = 460 ( A ) GENDER Female respondents = 244 ( Including 15 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses) Male respondents = 216 ( Including 9 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses)

GENDER COMPOSITION

MALE43

FEMALE57

MALEFEMALE

34

( B ) Area of residence of respondents The purpose behind selection of this criteria is to understand the attitude of people residing in different localities towards the treatment lsquo Laser Vision Correction Surgeryrsquo Though all the respondents reside within Ahmedabad city but still staying at different locations within the city affects their attitudes to great extent because each locality is more like a social group which has its own values lifestyle spending capacities and cultural barriers and all of us very well understand the impact of all of these on consumer buying behaviour - here we are primarily concerned with understanding the consumerrsquos (actual and potential) attitude regarding a service (laser surgery) being offered to them Here we have surveyed a total of 66 localities ndash the aim being a diversified set of respondents

Total respondents = 460

Area No of Respondents Area No of Respondents Maninagar 73 Naroda 8 Amraivadi 6 Rakhial 3 Khokra 40 Meghaninagar 6 Satellite 31 Kalapinagar 2 CGRoad 13 Gurukul 4 Navrangpura 70 Ghirdharnagar 2 Naranpura 30 Akbarnagar 1 Bapunagar 11 Odhav 1 Sardarnagar 1 Jawahar chowk 1 Bavla 1 Nehrunagar 1 Ashram road 3 Sardar patel park 1 Vasna 10 Vatva 1 Vadaj 3 Kalupur 3 Vejalpur 4 Ranip 1 Raipur 1 Science City 1 Khedia 1 CTM 3 Isanpur 18 Stadium Crossroads 6 Sabarmati 9 Bopal 2 Motera 3 Shastrinagar 1 Ghodasar 6 Bodakdev 3 Ambavadi 4 Thakkarbapanagar 2 Hatkeshwar 1 Prahladnagar 1 Vastrapur 3 Bhimjipura 1 Chandkheda 7 Subhashbridge 1 Shahpur 3 Sarkhej 2 Shahibaug 14 Thaltej 1 Nikol 2 Paldi 3 Swastik 1 Ghatlodia 2 Panchvati 2 Chandlodia 1 New CG Road 13 Ellisbridge 1 Hansol 4 Ankur 1 Law garden 2 Indira bridge 1 Jivraj Park 1 Judges Bungalow Road 1

35

A map of Ahmedabad city has been presented in order to understand better that how dispersed is our respondent set and this has been done in order to ensure an unbiased response which would not have been the case if we would have opted for people concentrated in just a few specific locations

36

( C ) AGE OF RESPONDENTS

Total respondents = 460

AGE OF RESPONDENTS FEMALE MALE TOTAL 0 - 10 2 0 2 10 - 20 150 81 231 20 - 30 38 61 99 30 - 40 19 20 39 40 - 50 28 37 65 50 - 60 5 16 21 60 - 70 2 1 3 TOTAL 244 216 460

AGE OF RESPONDENTS

0

20

40

60

80

100

120

140

160

0-10

10-20

20-30

30-40

40-50

50-60

60-70

AGE GROUP

NO O

F RE

SPO

NDEN

TS

FEMALE MALE

37

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

Presentation of information collected from opticians ndash

(PN Interviewrsquos question format is attached in the annexures section) Opticians 1 2 3 4 5 Ratio of Spectacles and Contact lenses usage respectively

60 amp 40

80 amp 20

90 amp 10

80 amp 20

65 amp 35

Whether customers enquire regarding Laser Vision Surgery

7 to 8

Yes

Yes

5

Yes

Gender - which brings more of such queries

Female

Female

Female

Female

Female

Income group ndash which brings more of such queries

All

Rich

Rich

Rich

Rich

Opticians ndashwhether offer laser surgery related information on own initiative

Yes

Yes

No

No

Yes

Tie- ups with any Laser centre

Yes

No

No

No

No

Laser Vision Surgeryndash whether superior to Spectacles and Contact lenses

Mostly

No

No

No

No

33

COMPOSITION OF THE RESPONDENTS OF THE SURVEY

The sampling method used is convenience sampling - still care has been taken to ensure that respondents selected come from varied localities of Ahmedabad are of different age groups and income classes have opted for different vision correction solutions have been experiencing vision defects for different time spans and that the data is not gender biased This has been done to enable us to get a more clear and accurate picture of the market sentiments of people all across Ahmedabad So before presenting the survey results ndash the respondents composition is being presented (PN Surveyrsquos questionnaire format is attached in the annexures section)

Total respondents = 460 ( A ) GENDER Female respondents = 244 ( Including 15 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses) Male respondents = 216 ( Including 9 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses)

GENDER COMPOSITION

MALE43

FEMALE57

MALEFEMALE

34

( B ) Area of residence of respondents The purpose behind selection of this criteria is to understand the attitude of people residing in different localities towards the treatment lsquo Laser Vision Correction Surgeryrsquo Though all the respondents reside within Ahmedabad city but still staying at different locations within the city affects their attitudes to great extent because each locality is more like a social group which has its own values lifestyle spending capacities and cultural barriers and all of us very well understand the impact of all of these on consumer buying behaviour - here we are primarily concerned with understanding the consumerrsquos (actual and potential) attitude regarding a service (laser surgery) being offered to them Here we have surveyed a total of 66 localities ndash the aim being a diversified set of respondents

Total respondents = 460

Area No of Respondents Area No of Respondents Maninagar 73 Naroda 8 Amraivadi 6 Rakhial 3 Khokra 40 Meghaninagar 6 Satellite 31 Kalapinagar 2 CGRoad 13 Gurukul 4 Navrangpura 70 Ghirdharnagar 2 Naranpura 30 Akbarnagar 1 Bapunagar 11 Odhav 1 Sardarnagar 1 Jawahar chowk 1 Bavla 1 Nehrunagar 1 Ashram road 3 Sardar patel park 1 Vasna 10 Vatva 1 Vadaj 3 Kalupur 3 Vejalpur 4 Ranip 1 Raipur 1 Science City 1 Khedia 1 CTM 3 Isanpur 18 Stadium Crossroads 6 Sabarmati 9 Bopal 2 Motera 3 Shastrinagar 1 Ghodasar 6 Bodakdev 3 Ambavadi 4 Thakkarbapanagar 2 Hatkeshwar 1 Prahladnagar 1 Vastrapur 3 Bhimjipura 1 Chandkheda 7 Subhashbridge 1 Shahpur 3 Sarkhej 2 Shahibaug 14 Thaltej 1 Nikol 2 Paldi 3 Swastik 1 Ghatlodia 2 Panchvati 2 Chandlodia 1 New CG Road 13 Ellisbridge 1 Hansol 4 Ankur 1 Law garden 2 Indira bridge 1 Jivraj Park 1 Judges Bungalow Road 1

35

A map of Ahmedabad city has been presented in order to understand better that how dispersed is our respondent set and this has been done in order to ensure an unbiased response which would not have been the case if we would have opted for people concentrated in just a few specific locations

36

( C ) AGE OF RESPONDENTS

Total respondents = 460

AGE OF RESPONDENTS FEMALE MALE TOTAL 0 - 10 2 0 2 10 - 20 150 81 231 20 - 30 38 61 99 30 - 40 19 20 39 40 - 50 28 37 65 50 - 60 5 16 21 60 - 70 2 1 3 TOTAL 244 216 460

AGE OF RESPONDENTS

0

20

40

60

80

100

120

140

160

0-10

10-20

20-30

30-40

40-50

50-60

60-70

AGE GROUP

NO O

F RE

SPO

NDEN

TS

FEMALE MALE

37

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

COMPOSITION OF THE RESPONDENTS OF THE SURVEY

The sampling method used is convenience sampling - still care has been taken to ensure that respondents selected come from varied localities of Ahmedabad are of different age groups and income classes have opted for different vision correction solutions have been experiencing vision defects for different time spans and that the data is not gender biased This has been done to enable us to get a more clear and accurate picture of the market sentiments of people all across Ahmedabad So before presenting the survey results ndash the respondents composition is being presented (PN Surveyrsquos questionnaire format is attached in the annexures section)

Total respondents = 460 ( A ) GENDER Female respondents = 244 ( Including 15 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses) Male respondents = 216 ( Including 9 laser surgery patients other 229 respondents are those who use conventional solutions like spectacles or contact lenses)

GENDER COMPOSITION

MALE43

FEMALE57

MALEFEMALE

34

( B ) Area of residence of respondents The purpose behind selection of this criteria is to understand the attitude of people residing in different localities towards the treatment lsquo Laser Vision Correction Surgeryrsquo Though all the respondents reside within Ahmedabad city but still staying at different locations within the city affects their attitudes to great extent because each locality is more like a social group which has its own values lifestyle spending capacities and cultural barriers and all of us very well understand the impact of all of these on consumer buying behaviour - here we are primarily concerned with understanding the consumerrsquos (actual and potential) attitude regarding a service (laser surgery) being offered to them Here we have surveyed a total of 66 localities ndash the aim being a diversified set of respondents

Total respondents = 460

Area No of Respondents Area No of Respondents Maninagar 73 Naroda 8 Amraivadi 6 Rakhial 3 Khokra 40 Meghaninagar 6 Satellite 31 Kalapinagar 2 CGRoad 13 Gurukul 4 Navrangpura 70 Ghirdharnagar 2 Naranpura 30 Akbarnagar 1 Bapunagar 11 Odhav 1 Sardarnagar 1 Jawahar chowk 1 Bavla 1 Nehrunagar 1 Ashram road 3 Sardar patel park 1 Vasna 10 Vatva 1 Vadaj 3 Kalupur 3 Vejalpur 4 Ranip 1 Raipur 1 Science City 1 Khedia 1 CTM 3 Isanpur 18 Stadium Crossroads 6 Sabarmati 9 Bopal 2 Motera 3 Shastrinagar 1 Ghodasar 6 Bodakdev 3 Ambavadi 4 Thakkarbapanagar 2 Hatkeshwar 1 Prahladnagar 1 Vastrapur 3 Bhimjipura 1 Chandkheda 7 Subhashbridge 1 Shahpur 3 Sarkhej 2 Shahibaug 14 Thaltej 1 Nikol 2 Paldi 3 Swastik 1 Ghatlodia 2 Panchvati 2 Chandlodia 1 New CG Road 13 Ellisbridge 1 Hansol 4 Ankur 1 Law garden 2 Indira bridge 1 Jivraj Park 1 Judges Bungalow Road 1

35

A map of Ahmedabad city has been presented in order to understand better that how dispersed is our respondent set and this has been done in order to ensure an unbiased response which would not have been the case if we would have opted for people concentrated in just a few specific locations

36

( C ) AGE OF RESPONDENTS

Total respondents = 460

AGE OF RESPONDENTS FEMALE MALE TOTAL 0 - 10 2 0 2 10 - 20 150 81 231 20 - 30 38 61 99 30 - 40 19 20 39 40 - 50 28 37 65 50 - 60 5 16 21 60 - 70 2 1 3 TOTAL 244 216 460

AGE OF RESPONDENTS

0

20

40

60

80

100

120

140

160

0-10

10-20

20-30

30-40

40-50

50-60

60-70

AGE GROUP

NO O

F RE

SPO

NDEN

TS

FEMALE MALE

37

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( B ) Area of residence of respondents The purpose behind selection of this criteria is to understand the attitude of people residing in different localities towards the treatment lsquo Laser Vision Correction Surgeryrsquo Though all the respondents reside within Ahmedabad city but still staying at different locations within the city affects their attitudes to great extent because each locality is more like a social group which has its own values lifestyle spending capacities and cultural barriers and all of us very well understand the impact of all of these on consumer buying behaviour - here we are primarily concerned with understanding the consumerrsquos (actual and potential) attitude regarding a service (laser surgery) being offered to them Here we have surveyed a total of 66 localities ndash the aim being a diversified set of respondents

Total respondents = 460

Area No of Respondents Area No of Respondents Maninagar 73 Naroda 8 Amraivadi 6 Rakhial 3 Khokra 40 Meghaninagar 6 Satellite 31 Kalapinagar 2 CGRoad 13 Gurukul 4 Navrangpura 70 Ghirdharnagar 2 Naranpura 30 Akbarnagar 1 Bapunagar 11 Odhav 1 Sardarnagar 1 Jawahar chowk 1 Bavla 1 Nehrunagar 1 Ashram road 3 Sardar patel park 1 Vasna 10 Vatva 1 Vadaj 3 Kalupur 3 Vejalpur 4 Ranip 1 Raipur 1 Science City 1 Khedia 1 CTM 3 Isanpur 18 Stadium Crossroads 6 Sabarmati 9 Bopal 2 Motera 3 Shastrinagar 1 Ghodasar 6 Bodakdev 3 Ambavadi 4 Thakkarbapanagar 2 Hatkeshwar 1 Prahladnagar 1 Vastrapur 3 Bhimjipura 1 Chandkheda 7 Subhashbridge 1 Shahpur 3 Sarkhej 2 Shahibaug 14 Thaltej 1 Nikol 2 Paldi 3 Swastik 1 Ghatlodia 2 Panchvati 2 Chandlodia 1 New CG Road 13 Ellisbridge 1 Hansol 4 Ankur 1 Law garden 2 Indira bridge 1 Jivraj Park 1 Judges Bungalow Road 1

35

A map of Ahmedabad city has been presented in order to understand better that how dispersed is our respondent set and this has been done in order to ensure an unbiased response which would not have been the case if we would have opted for people concentrated in just a few specific locations

36

( C ) AGE OF RESPONDENTS

Total respondents = 460

AGE OF RESPONDENTS FEMALE MALE TOTAL 0 - 10 2 0 2 10 - 20 150 81 231 20 - 30 38 61 99 30 - 40 19 20 39 40 - 50 28 37 65 50 - 60 5 16 21 60 - 70 2 1 3 TOTAL 244 216 460

AGE OF RESPONDENTS

0

20

40

60

80

100

120

140

160

0-10

10-20

20-30

30-40

40-50

50-60

60-70

AGE GROUP

NO O

F RE

SPO

NDEN

TS

FEMALE MALE

37

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

A map of Ahmedabad city has been presented in order to understand better that how dispersed is our respondent set and this has been done in order to ensure an unbiased response which would not have been the case if we would have opted for people concentrated in just a few specific locations

36

( C ) AGE OF RESPONDENTS

Total respondents = 460

AGE OF RESPONDENTS FEMALE MALE TOTAL 0 - 10 2 0 2 10 - 20 150 81 231 20 - 30 38 61 99 30 - 40 19 20 39 40 - 50 28 37 65 50 - 60 5 16 21 60 - 70 2 1 3 TOTAL 244 216 460

AGE OF RESPONDENTS

0

20

40

60

80

100

120

140

160

0-10

10-20

20-30

30-40

40-50

50-60

60-70

AGE GROUP

NO O

F RE

SPO

NDEN

TS

FEMALE MALE

37

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( C ) AGE OF RESPONDENTS

Total respondents = 460

AGE OF RESPONDENTS FEMALE MALE TOTAL 0 - 10 2 0 2 10 - 20 150 81 231 20 - 30 38 61 99 30 - 40 19 20 39 40 - 50 28 37 65 50 - 60 5 16 21 60 - 70 2 1 3 TOTAL 244 216 460

AGE OF RESPONDENTS

0

20

40

60

80

100

120

140

160

0-10

10-20

20-30

30-40

40-50

50-60

60-70

AGE GROUP

NO O

F RE

SPO

NDEN

TS

FEMALE MALE

37

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( D ) PERIOD OF VISION DEFECT EXPERIENCE By including question regarding this criteria in the questionnaire used for the survey we sought to understand whether the period of vision defect experience was an important underlying factor used by people to select laser vision correction surgery or not But surprisingly period of vision defect experience did not influence respondents much As most of them with similar periods of eyesight problems experience had varying opinions regarding laser vision correction surgery Period of vision defect Gender

0-6 6-12 12-18 18-24 24-30 30-36 TOTAL

Female 156 69 13 1 4 1 244 Male 114 66 17 10 9 0 216 TOTAL 270 135 30 11 13 1 460

PERIOD OF VISION DEFECT EXPERIENCE

020406080

100120140160180

0-6 6-12 12-18 18-24 24-30 30-36

PERIOD OF VISION DEFECT EXPERIENCE

NO O

F R

ESP

ON

DE

NTS

FemaleMale

38

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( E ) INCOME OF RESPONDENTS This criteria was added to check if a personrsquos income had bearing on his decision to opt for laser surgery as it was offered at a comparatively higher rate than spectacles or contact lenses But no specifically biased response was seen owing to the income factor

Total respondents = 460 INCOME GROUP FEMALE MALE TOTAL Upto 20000 117 77 194 20000 ndash 40000 68 78 146 40000 ndash 60000 27 27 54 Above 60000 32 34 66 TOTAL 244 216 460

INCOME OF REPONDENTS

0

20

40

60

80

100

120

140

Upto 20000 20000 ndash 40000 40000 ndash 60000 Above 60000

INCOME OF REPONDENTS

NO

OF

RESP

ON

DENT

S

FEMALE MALE

39

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( F ) MEASURE SELECTED FOR VISION CORRECTION As mentioned earlier also the respondent set included just the people with vision defects we have tried to select respondents who use varied means to combat vision problems again it was an attempt to avoid skewed data

Total respondents = 460 VISION CORRECTION SOLUTION USED FEMALE MALE TOTAL Spectacles 184 178 362 Contact Lenses 28 18 46 Both ( Spectacles and Contact Lenses) 17 11 28 Laser Surgery 15 9 24 TOTAL 244 216 460

MALE

83

85 4

Spectacles

Contact Lenses

Both ( Spectacles andContact Lenses) Laser Surgery

FEMALE

76

11

76

Spectacles

Contact Lenses

Both ( Spectaclesand Contact Lenses) Laser Surgery

40

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

After looking at the composition of the respondents set ndash it can be clearly understood that utmost care has been taken to collect the relevant data from a varied set of people to get unbiased responses in order to maintain a level of accuracy inspite of the limited sample size that we had chosen We were also able to make out that the respondentsrsquo belonging to any particular locality age group income group gender etc did not have a bearing on their responses ie to emphasize on the fact that we received varied responses from people belonging to same groups (groups as in age group income group etc) This above stated finding in a sense contradicts the beliefs of the eye experts ( Opticians and Ophthalmologists ) The experts beliefs were ndash

1 Females were in more favour of this treatment than the males ( Respondents of both genders showed great confidence in this treatment )

2 Only the affluent class were keen on getting this treatment done ( Respondents of middle and lower middle class also were willing to get this treatment done )

Thus even those people whom the experts considered as not being a segment of the potential market were actually keen to know more about this service and take its benefit in the near future

PN ndash Henceforth from the next page onwards - all the data ie being presented is just about those 436 ( 460 ndash 24 = 436 ) respondents who use spectacles or contact lenses only These 436 respondents are the potential consumers for laser vision correction surgery treatment Their opinions will reflect the sentiments of the potential or available market This data will be of utmost importance to the entities providing this service as they will be better informed and equipped to reach out to a greater number of these type of respondents who have not yet used their service but in future may decide to do so ndash if their certain problems with regard to acceptance of the said service are well addressed The analysis for the remaining 24 (460 ndash 436 ) respondents ie people who have already undergone laser surgery ie the actual consumers of this service is given separately after the analysis of these 436 respondents

41

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( A ) AWARENESS REGARDING THE EXISTENCE OF A lsquo LASER VISION CORRECTION SURGERY rsquo TREATMENT A question was asked to determine whether people were aware of such a treatment being offered to combat their eyesight related problems Assessing the awareness level among people in Ahmedabad being the primary objective of our project because then only we could list reasons for non acceptance of laser vision correction surgery among these potential customers (people using spectacles and contact lenses) The reason being that lsquoawarenessrsquo is the precondition for acceptance or non acceptance of any product or service- in this case for the lsquo laser surgeryrsquo service being offered Listed below are the responses generated for the question ndash lsquoAwareness regarding the existence of a treatment like lsquo Laser Vision Correction Surgery rsquo Gender

Response

Female

Male

TOTAL

Yes 207 184 391 No 22 23 45 TOTAL 229 207 436

AWARENESS REGARDING LASER VISION CORRECTION TREATMENT

0

50

100

150

200

250

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

FEMALEMALE

42

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( B ) EXPOSURE TO ADVERTISEMENT ABOUT lsquo LASER VISION CORRECTION SURGERY rsquo

Responses generated with regard to the question asked ndashlsquo Have you come across any advertisements for lsquolaser vision correction surgeryrsquo rsquo

Gender Response

Female Male TOTAL

Yes 182 168 350 No 47 39 86 TOTAL 229 207 436

EXPOSURE TO ADVERTISEMENT

020406080

100120140160180200

Yes No

RESPONSES

NO

OF

RES

PON

DEN

T

Female

Male

43

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( C ) MEDIUM OF ADVERTISEMENT ndash BY WHICH CONSUMERS ARE EXPOSED TO INFORMATION ON LASER VISION CORRECTION SURGERY There were 5 options of advertisement mediums given to the respondents to select from ndash they were as follows ndash

a) Hoardings b) Television c) Newspaper d) Radio e) Other print media

Respondents of the survey questionnaire had selected one or more options of mediums where they had come across advertisements about lsquolaser vision correction surgeryrsquo Here we have not listed the frequency of respondents who had selected any particular option or set of options but we have rather listed the frequency of their exposure to a number of type of mediums of advertisements ndash because lsquowhich mediumrsquo was not our area of interest (with relation to the objective of our project ) but rather we chose to study lsquohow many different mediumsrsquo were the potential customers exposed to ndash because it would have a more direct impact on the level of awareness and probable acceptance of this treatment as it is a known fact that - more the number of sources that provide information regarding a productservice ndash more is the productservice recall ndash because repeatedly given information tends to get stored in consumer minds ndash this in turn may translate into more acceptance by the potential customers n the future

Gender No of advertisement mediums

Female Male TOTAL

No medium 45 36 81 1 medium 90 66 156 2 mediums 73 69 142 3 mediums 15 31 46 4 mediums 5 4 9 5 mediums 1 1 2 TOTAL 229 207 436

No of advertisement mediums

0102030405060708090

100

Nomedium

1medium

2mediums

3mediums

4mediums

5mediums

No of advertisement mediums

No

of r

espo

nden

ts

Female

Male

44

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

The same question has been analysed in order to understand which mediumhas been more effective in order to analyse which medium has been successful to inform a greater mass of people We can see that hoardings and newspaper have been major mediums for educating people regarding this treatment MEDIUM OF ADVERTISEMENT MALE FEMALE TOTAL Hoardings 146 93 239 Television 45 16 61 Newspaper 90 138 228 Radio 5 5 10 Other Print Media 20 66 86 TOTAL 306 318 624

MEDIUM OF ADVERTISEMENT

37

10

37

2

14

HoardingsTelevisionNewspaperRadio Other Print Media

45

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( D) SUPERIORITY OF lsquoLASER VISION CORRECTION SURGERYrsquo AS COMPARED TO OTHER VISION CORRECTION SOLUTIONS LIKE SPECTACLES AND CONTACT LENSES This information was sought by means of the questionnaire used in the survey in order to determine whether the people considered laser vision correction surgery to be better as compared to other conventional vision solutions in the first place ndash because their perception with regard to its superiority will determine acceptance of laser vision correction solution in the near future by the respondents (potential customers) Gender Response

Female Male Total

Yes 169 161 330 No 58 45 103 Not sure 2 1 3 Total 229 207 436

Superiority of laser surgery as compared to other vision correction solutions

020406080

100120140160180

Yes No Not sure

Responses

No o

f res

pond

ents

Female Male

46

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( E ) CONSTRAINTS FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY By including question regarding this topic in the questionnaire we sought to understand what were the reasons behind non acceptance of the treatment inspite of being considered superior by some and what factors made the others (who thought it was not superior) reject it altogether The set of constraints provided to the respondents were ndash

a) High cost b) Individual fear of undergoing a surgery c) Family does not consider it to be a safe option d) Habituated to spectacles and contact lens (unwilling to change) e) Not well informed regarding this treatment ( Ignorance) f) Other reasons

The respondents have selected single as well as multiple constraints which are as listed below- Gender Constraints

FEMALE MALE TOTAL

Cost 35 38 73 Individual fear 42 47 89 Family fear 35 33 68 Habituated 48 35 83 Ignorance 46 42 88 Other reasons 29 26 55 TOTAL 235 221 456

FACTORS HINDERING ACCEPTANCE OF LASER VISION CORRECTION SURGERY

0102030

405060

Cost

Individual

fear

Family

fear

Habituated

Ignoran

ce

Other reas

ons

CONSTRAINTS FACED

NO

OF

RES

PON

SES

FEMALEMALE

47

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

Some of the other constraints as stated by 54 of the respondents these constraints were not included in the provided options these constraints were according to their personal opinions Reasons Female Male TOTAL Underage 7 8 15 Old age 2 1 3 Future 5 2 7 Time constraint 2 - 2 Harmful to genes 2 - 2 Vision stabilize 2 1 3 Unsafe 9 9 18 Ophthalmologist themselves use spectacles

- 1 1

Vision prescription negligible - 1 1 Not sure - 2 2 TOTAL 29 25 54

48

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( F ) AHMEDABADrsquoS ATTRACTIVENESS AS A LOCATION TO GET LASER VISION CORRECTION SURGERY DONE There was a question towards the end of the questionnaire where the respondents were asked to select a location for getting themselves operated ( getting laser vision correction surgery done )in the future irrespective of the fact whether they were in favour of laser surgery or not The motive being to be able to understand how do the respondents perceive Ahmedabad as a place to get operated To know if they felt Ahmedabad was well equipped to deliver best services in terms of the crucial eye operation that they would undergo in future In simple words to find whether people perceived Ahmedabad as an attractive location to get operated The different locations given to the respondents to choose from were ndash

a) Ahmedabad b) Metro Cities c) Some other place

Gender Place to get operated in future

Female Male TOTAL

Ahmedabad 178 172 350 Metro cities 16 7 23 Some other place 17 14 31 Not interested to get operated 18 14 32 TOTAL 229 207 436

Ahmedabads viability as a location to get operated

0

50

100

150

200

Ahmedabad Metro cities Some other place Not interested to getoperated

Places

No

of r

espo

nden

ts

Female

Male

49

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

REASONS FOR SELECTING LOCATION A) AHMEDABAD

a) Accessible - 258 b) Better Facilities ndash 92 B) METRO CITIES - Better Facilities ndash 23 C) SOME OTHER PLACE a) Foreign Country ndash Better Facilities ndash 12 b) Area of residence ( Here in Ahmedabad ndash stay as hostelites) - 19

50

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

DATA ANALYSIS OF 24 RESPONDENTS WHO HAD GOT LASER SURGERY DONE

This data is provided separately of people who already undergone surgery to facilitate verification of secondary data and expertrsquos information against touchstone of actual experience GENDER

Gender

Respondents

Male 9 Female 15 Total 24

Gender composition of respondents who have got laser surgery done

Female62

Male38

51

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

AGE

Age

Respondents

10-20 2 20-30 14 30-40 4 40-50 4 Total 24

Age of Respondents who have got laser surgery done

20-3058

10-208

30-4017

40-5017

There was no specific restriction as far as age was concerned as we can deduce from the above given chart

52

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

AREA OF RESIDENCE

Area Of Residence

Respondents

Hansol 1 Khokra 1 C T M 1 CGRoad 2 Ambavadi 2 Isanpur 1 Law Garden 1 Vejalpur 1 Satellite 3 Himmatnagar 1 Ghatlodia 1 Navrangpura 1 Stadium Road 1 Maninagar 3 Bapunagar 1 Ashram Road 1 Thakkarbapa Nagar 1 Total 24

53

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

INCOME OF FAMILY

Income Of Family

Respondents

UPTO 20000 4 20000-40000 3 40000-60000 5 ABOVE 60000 6 Total 24

Income of respondents who got laser surgery done

22

17

28

33

UPTO 2000020000-4000040000-60000ABOVE 60000

54

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

OPERATED AT ndash

Operated

Respondents

Ahmedabad 22 Jamnagar 1 Navsari 1 Total 24

Thus Ahmedabad was a popular choice for people staying in Ahmedabad to get operated

Place selection for surgery

92

4 4

AhmedabadJamnagar

Navsari

55

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

REASON FOR SELECTING LASER SURGERY

Reason For selecting Laser Surgery

Respondents

Hassel Free Solution 10 Cosmetic Reasons 4 Serious Vision Defects 6 Hasel Free Solution amp Serious Vision Defect

1

Hassel Free Solution Cosmetic Reasamp Serious Defect

1

Cosmetic amp Serious Reasons 1 Total 24

Reason to opt for surgery

45

22

33 Hassel FreeSolution

CosmeticReasons

Serious VisionDefects

56

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

RECOMMENDED BY ndash

Recommendation

Respondents

Ophthalmologist 8 Optician 3 Friends amp Relatives 12 Ophthalmologist amp Friends 1 Total 24

SURGERY DONE ON RECOMMENDATION OF -

36

12

52

Ophthalmologist

Optician

Friends ampRelatives

57

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

COST RANGE

Cost Range

Respondents

UPTO 5000 1 5000- 10000 1 10000-15000 4 15000-20000 12 20000-25000 4 25000-30000 1 30000-35000 1 Total 24

There are various cost ranges available as per seriousness of vision defects

COST INCURRED FOR SURGERY

4 4

17

50

17

4

4

UPTO 50005000- 1000010000-1500015000-2000020000-2500025000-3000030000-35000

58

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

POST SURGERY ndashPERIOD TAKEN TO RESUME NORMAL ACTIVITY Post Surgery ndash Period Taken To Resume Normal Activity

Respondents

1 Day 9 2 Days 4 3 Days 1 1 Week 6 15 Days 3 2 Weeks 1 Total 24

Post Surgery - Period taken to resume routine activities

37

174

25

13 41 Day

2 Days

3 Days

1 Week

15 Days

2 Weeks

59

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

PRECAUTIONS TAKEN Precautions Taken

Respondents

Yes 20 No 4 Total 24 TYPES OF PRECAUTION ndash

AVOID SUNLIGHT WEAR SHADES USE EYE DROPS HAVE PROTEIN RICH DIET

Precautions Taken

83

17

YesNo

60

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

SIDE EFFECTS Side Effects

Respondents

Yes 1 ( Mild Pain In Eyes) No 23 Total 24

Thus data received is in tune with secondary data and expert information

Side effects experienced due to Laser Vision Correction Surgery4

96

YesNo

61

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

KEY FINDINGS

Awareness regarding this treatment is pretty high among the people

There were 4 stray cases where the respondents had come across laser vision correction

surgery advertisements but were not aware that it was a solution meant for common people like them who had eyesight related problems they felt it was meant for some other serious eye problem like cataract etc

There were 391 respondents who were aware - but corresponding to it there were just 350 people who had seen some advertisement ndash which gave rise to an implied conclusion that they ( 391-350+4 = 45 respondents ) were made aware by means of lsquoword of mouthrsquo marketing Also out of the 24 respondents who had undergone laser surgery ndash 12 of them were recommended to do so by their friends and relatives who had got a similar surgery done Thus when we see such a trend we can understand that this laser vision correction surgery is getting popular and is being in a way getting propagated by the people themselves

There are some constraints but they are such that could be by some effort done away with Individual fear (fear of undergoing surgery) and ignorance were the major constraints

Hoardings and newspaper were the most selected means by the respondents as their source of

information regarding treatment

24 People who had undergone surgeries did not experience any side effects and were satisfied to get the surgery done

Ahmedabad was selected by most of the respondents as their choice to get operated- because they felt it was well equipped to meet their needs

Unlike popular belief cost was not much of a constraint and people from all groups were willing to get operated inspite of comparatively high cost as compared to spectacles and contact lenses

62

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

Contrary to what experts suggested ndash the male respondents also showed equal interest to get operated

Underage people were eager to get operated and are just waiting for their vision to stabilize

Ahmedabad has also emerged as a popular destination for getting operated according to the survey results People are positive about the fact that theyrsquoll get the best possible services in this city itself This is a very encouraging feedback for the medical facilities available in Ahmedabad - considering that the project was on lsquoLaser vision correction surgery ndash A market researchrsquo ndash and in this case the scope of the market was limited to Ahmedabad only and now from the survey results it has been found that Ahmedabad is an attractive destination

63

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

RECOMMENDATIONS After compiling all the primary and secondary data and analyzing it to obtain the logical conclusions or outcomes we have listed below certain suggestions which according to us would help to make this treatment ie lsquolaser vision correction surgeryrsquo more popular in the city of Ahmedabad bull As it was mentioned in the lsquoConclusionsrsquo section there is pretty high level of awareness

regarding the existence of a treatment like lsquo laser eye surgeryrsquo ndash but the potential consumers are not very clear as to the purpose that it serves so as to say that it is meant for vision improvement ndash which many a people donrsquot know and feel that it is meant for some serious eye problem like cataract or something So the treatment providers should strive not just to inform the potential customers but to provide clear and complete information

bull People seem to have seen more advertisements on hoardings and newspapers so it should be used

more in the days to come as most of the selected respondents seemed to have come across advertisements more often displayed on these mediums But this does not imply ads should not be given on radio or television should be stopped altogether as there may be a segment of illiterate people in the potential market segment who need to be informed by audio or visual means

bull Surgery phobic peoplersquos doubts needs to be addressed in a better manner by explaining that this

surgery is done by means of laser beam and requires no cuts to be made ndash so practically no scars or bleeding It should be promoted as something different from the conventional surgeries as people tend to be all the more cautious when the it concerns something as important as onersquos eyes

bull As we know lsquofamily fearrsquo also emerged as a major constraint ndash ie the service providers and

marketers need to handle the task of not just convincing the target customers (people with vision defect ) but also their dear ones who are concerned about the personrsquos ( target customerrsquos) well being and are apprehensive about them of opting to undergo a laser surgery

bull lsquoCostrsquo as a constraint can be addressed better by highlighting the benefits of this treatment in a

better manner so that the costs appear negligible They should be convinced that they are obtaining value for the money they pay as benefits outweigh costs Also an installment scheme may be introduced to ease the fee burden

bull Those who are habituated to spectacles and contact lenses and donrsquot feel the need to switch to

laser surgery ndash should be given a reality check to make them realize the flaws of the solutions they use currently and the fact of laser surgery being better should be greatly emphasized This can be done by stationing sales representatives or hiring hoarding space very close to optician centres where the target customers frequently come

bull Finally a word of friendly advice from our group to people with vision defects ndash laser vision

correction surgery is indeed a better solution- go ahead and get yourselves operated under guidance of an expert ophthalmologist to see everything in a best manner for the rest of your life without the need of crutches of visual aid like spectacles or contact lenses

64

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

BIBLIOGRAPHY

SrNo Name of Book Author

1 Marketing Management Philip Kotler and Kevin Keller

2 Marketing Research Naresh K Malhotra

bull Brochures of Bosch and Lomb clinic

65

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

ANNEXURES

Below is the specimen of questions asked during interview to opticians and ophthalmologists-

Interview Question format for Opticians

Shoprsquos Name ________________________________________________________________ Branch Location ________________________________________________________________ How many Years in Ahmedabad since inception ________________________________________________________________ 1 Out of the customers coming here for their vision related problem- what is the ratio opting for lsquoSpectaclesrsquo amp lsquoContact Lensesrsquo ___________________________________________________________________________ 2 Does any customer pose any query related to lsquoLaser Vision Correction Surgeryrsquo ___________________________________________________________________________ 3 Are there more of male or female customers bringing queries ___________________________________________________________________________ 4 Do queries come from a specific socio ndasheconomic strata ___________________________________________________________________________ 5 Do you (at the counter) or the doctor (checking vision) offer any information related to lsquoVision correctionrsquo to the customers on your own initiative ___________________________________________________________________________ 6 Do you have tie-ups with any centre offering such lsquoLaser Vision correction servicesrsquo ___________________________________________________________________________ 7 According to you do you think Laser Vision correction would be a superior solution compared to lsquoSpectaclesrsquo amp lsquolensesrsquo (Ask this question to person checking vision) ___________________________________________________________________________

66

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

Interview Question format for Ophthalmologists Name _____________________________________________________________________ Qualifications ______________________________________________________________ Practicing at _______________________________________________________________ Experience ________________________________________________________________ 1 Have you performed any laser surgeries ___________________________________________________________________________ 2 What are the cost structures amp different kinds of treatment ___________________________________________________________________________ 3 Surgery is recommended by whom ndash (a) You (eye doctor) (b) Optician 4 What are the various kinds of vision defects that require such a kind of surgery ___________________________________________________________________________ 5 Is it a permanent solution to all vision defects Why ___________________________________________________________________________ 6 What according to you is the success ratio of such a surgery ___________________________________________________________________________ 7 Is there any age limit for undergoing such a surgery ___________________________________________________________________________ 8 Is this safe are there any side effects (a) Yes (b) No If Yes What are the side effects amp chances of their occurrence ___________________________________________________________________________ 9 What is the recuperating period after such a surgery is conducted ___________________________________________________________________________ 10 Inspite of being a hassle free solution- Why do you think people donrsquot opt for it ___________________________________________________________________________ 11 Who do you think opt for such treatment more- male or female ___________________________________________________________________________ 12 Do most of the customers (patients) come from a certain socio-economic strata

67

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

SPECIMEN OF QUESTIONNAIRE

QUESTIONNAIRES (For people with vision defects)

NAME _________________________________________________________ AGE __________________________________________________________ GENDER _______________________________________________________ AREA OF RESIDENCE __________________________________________ INCOME OF FAMILY (Monthly) _________________________________ UPTO 20000 20000-40000 40000-60000 ABOVE 600000 1 Since how long have you been experiencing vision defect ___________________________________________________________________________ 2 What is the solution that you have you opted for

Spectacles Contact Lenses Laser Surgery

3 Are you aware that a treatment like lsquoLaser vision correction surgeryrsquo exists other than the conventional solutions (spectacles and contact lenses) to help you correct your vision defect

Yes No 4 Have you come across any advertisements for lsquoLaser vision correction surgeryrsquo If

yes then through which of the given mediums Yes No

Mediums of advertisement ndash (Can select more than one option) Hoardings Television Radio Newspaper Other print media ndash ( Magazines Pamphlets etc)

68

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

5 Do you consider it as a superior solution Yes No 6 Which factor acted as a major constraint for your not selecting lsquo Laser vision

correction surgery rsquo as yet for your vision correction purpose

Cost constraint Fear of undergoing a surgery (individual) Your family does not feel it is safe for you Ignorance Habituated to spectacles and contact lenses (unwilling to change) Any other reasons ndash Specify ________________________________________________________________________

7 If you decide to get operated it would be at ndash Ahmedabad Metro cities Some other place REASON- __________________________________________________________________

69

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

( FOR THOSE WHO HAVE ALREADY UNDERGONE THE SURGERY )

8 You got operated at - _____________________________________________________________

9 Why did you choose laser surgery as an option for vision correction

(Can select more than one option) Hassle free solution Cosmetic reasons Serious vision defect (vision prescription kept on increasing) Other reasons ndash Specify _____________________________________________________________

10 Who had recommended lsquoLaser Surgeryrsquo to you

Ophthalmologist Optician Friends or Relatives (who had got a similar surgery done) 11 What was the cost range for getting the lsquoLaser Surgeryrsquo done

Upto 5000 5000 - 10000 10000 - 15000 15000 - 20000 20000 - 25000 25000 - 30000 12 Post surgery - By what time were you able to resume your routine activities ___________________________________________________________________________

70

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL

13 Post surgery - For what period were you required to take certain precautions Also

state the kind of precautions that were taken by you Period - ___________ Precautions taken - _____________________________________________________ 14 Did you experience any side effects If yes then please state the side effects

experienced _______________________________________________________________________________________

71

• back
• front
• Acknowledgement new
• GROUP PROJECT- FINAL