The essence of ‘Product Mktg’ is to identify the NEED of the consumer and to satisfy the need with Products. Therefore, the starting point is the CONSUMER and his need. The ‘Consumer Behaviour’ in the ‘Health Industry’ is different from that of the general consumer. Needs are ‘individualistic’ in nature.

Here, the consumer is prepared to use products, based on certain realistic needs. Health-needs are NOT conceptual; They are perceptible and quantifiable. Therefore, the NWr should always be prepared to go through the field realities. There are 3 stages for Consumer Acceptance – Chart.

  1. Perceptions : Before experiencing the products
  2. Expectations : During the consumption of products
  3. Satisfaction : After realizing some ‘perceptible’ improvements

The NWer should have the ‘business skills’ to manage the consumer at all the three stages.