A STUDY ON DETERMINANTS OF CUSTOMER PURCHASE INTENTION IN HEALTHCARE PRODUCT- A CASE OF GENERAL MEDICAL EQUIPMENT IN INDIA

Purpose: In a number of studies the common theme in customer purchase intention is customer orientation or customer focus on the need of the product. In this paper effort has been made to identify various antecedents in purchasing medical equipment and to analyses the same. Design/methodology/approach: Based on extensive literature review and theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. The sample is based on the major cities of Uttar Pradesh respondents. Probability sampling has been used. Glucometer is used to diagnose the sugar level (diabetes) of the patient. The results are based on valid 493 responses out of 550. SPSS version 21 software has been used to analyze the results. Findings: The research came out with the findings that Price, Perceived value and customer satisfactions have no significant impact on purchase intention .The final outcome shows that Brand Image has highest value that signifies while purchasing glucometer customer consider brand image as their first priority. Research limitation- A sample size can be taken bigger as to get more accurate findings. This study is confined to Uttar Pradesh. Other states may be taken in future studies. Practical implication- It is helpful for the company's sales department as well as various distributors who are alleged with the company. This study is very fruitful to the strategy and policy makers of the manufacturing company. Originality/value- This is the first study in India considering 13 antecedents and tests its impact and influence on purchase intention in respiratory medical equipment.