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Medi Globes Wound Care Products in India

The purpose of this degree thesis is to measure the Gross saless Market of Medi-Globe ‘s Wound Care Products ( GLYCOcell ) in India.

In the range of this thesis, the demand for GLYCOcell merchandises in Indian lesion attention market, bing and possible clients, their penchants and purchasing behaviour, the merchandise offerings and modus operandi of rivals of GLYCOcell, the chances, obstructions and hazards of come ining Indian market has been researched.

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Medi-Globe Corporation

Medi-Globe Corporation is a in private held, Delaware “ C ” corporation based in Tempe, Arizona.

The corporation and subordinates are active in the minimally invasive surgery, infirmary supplies and lesion attention countries. With 2008 grosss overshadowing $ 100M USDs and systematically impressive growing rates, the company continues to spread out its planetary presence in the medical merchandises arena.

Company offices are strategically located in Germany, France, Czech Republic, USA, Brazil and China.

Medi-Globe and its subordinates are active in over 50 states, either straight or indirectly via forte gross revenues and distribution partners1.

1http: //www.mediglobe.com/en/medi-globe_group/medi-globe_group_about_us.php

Fig 1.1 Medi-Globe company offices2

Medi- Globe is into four Medical Areas, viz. , Endoscopy, Urology, Wound Care and Surgery and Supplies.

The Wound Care merchandise line is known as the GLYCOcell


The Medi-Globe GmbH office in Schweinfurt is the fabrication and gross revenues central offices for the company ‘s unique, forte lesion attention merchandise line, GLYCOcell. This advanced merchandise line based on a proprietary glycerin-gel based preparation.

The GLYCOcell offering is an spread outing line of lesion attention merchandises effectual as an antimicrobic intervention for ague, chronic and surgical lesion sites. Other mark applications are for the attention and intervention of septic entry sites of catheters ( e.g. Dialysiss, PEG, Supra Pubic ) and drains.

2http: //www.mediglobe.com/en/medi-globe_group/medi-globe_group_about_us.php

This advanced lesion attention merchandise line offers alone belongingss which combine effectual infection control and bar, with proved cost economy results.3

Fig. 1.2- GLYCOcell soft 5×73

The Medi-Globe Corporation is interested in tapping the lesion attention market in India. It requires adequate information and penetration into the Indian lesion attention market as a strong base to take thoughtful and planned determinations sing its venture into the Indian lesion attention market.

An Overview of the Wound Care Market in India

In India, there are about 35 million diabetics – the figure is expected to lift to 52 million by 2025. Harmonizing to The Hindu ( Online edition of India ‘s National Newspaper, Wednesday, Apr 05, 2006 ) , Every twelvemonth more than 40,000 diabetic patients undergo leg amputations in India. Harmonizing to WHO, every 30 2nd an amputation takes topographic point in India due to diabetes. In fact, WHO has declared India the ‘diabetic capital of the universe? In fact, Patients with force per unit area ulcers, diabetic ulcers, and traumatic lesions represent major market sections in India. Projections indicate that these patient populations continue to increase quickly in the twenty-first century. As the population grows and Indians

unrecorded thirster, there will be an increased demand for effectual and low-cost lesion care.4

3http: //www.mediglobe.com/en/medical_areas/medical_areas_wound_care.php

4http: //www.cologenesis.com/R & A ; D.html

Purpose of the survey

The intent of this work is to analyse the gross revenues market for GLYCOcell merchandises in India to help the Medi-Globe Corporation in taking important determinations sing their possible venture into the Indian market.

The work provides an penetration into

The Wound attention market in India

The demand for GLYCOcell merchandises in India,

Customers ( bing and possible )

Rival analysis.

Analysis of chances, and menaces of embarking into the Indian market

Research Questions

The inquiries to be researched by this survey are:

Does there be a demand for GLYCOcell Products in the Indian lesion attention market?

How much consciousness is at that place of MediGlobe as a maker of Wound Care merchandises, in the Indian Wound Care market?

How can the clients ( the mark market ) for GLYCOcell merchandises, be defined?

How the purchase determinations of the mark market are influenced by the assorted parametric quantities?

Which qualities are most desirable in an advanced lesion attention dressings by the mark market?

Who can be the major rivals of GLYCOcell, and what are their merchandise offerings?


Chapter 2 presents the research literature most relevant to injure attention market in India.

Chapter 3 explains the methodological analysiss and existent processs used to carry on the survey. It besides describes the method to analyse the collected information.

Chapter 4 contains a compact presentation of the consequences of the research, with a short presentation of the quality of the research.

Chapter 5 concludes the thesis with the treatment of the important findings and their readings.

Chapter 2



This chapter presents the most relevant literature to the market for wound attention direction in India.


GLYCOcellA® pertains to an absorptive anti-microbial glycerin-gel dressing. With its effectual glycerol gel construction and extraordinary manner of action it offers indispensable advantages in modern lesion attention. This semi-transparent dressing is used for infection control in modern moist lesion attention direction and assorted catheter and IV-sites direction.

The lesion attention merchandise scope is:


GLYCOcellA® SOFT 5 A- 7


GLYCOcellA® 5 A- 7 / 10 A- 10 ( with adhesive tape )

GLYCOcellA® Compact Gel 5 A- 7


The general characteristics of GLYCOcell Wound Care merchandises are:

Anti-Microbial Glycerin-gel dressing


Waterproof, feels like 2nd tegument

Absorbs wound secernment and removes bad smell

Hygroscopic consequence, provides Powerful Infection Control

Bacterial-static and Fungi-static

Can be used for up to 7days

Pressure alleviating due to thick glycerin gel construction

Painless Dressing alteration due to non- gluey nature

Faster lesion mending due to moisture ordinance mechanism.

Wound Care Management

Wounds and types of lesions

In medical specialty, a lesion is a type of hurt in which tegument is torn, cut or punctured ( an unfastened lesion ) , or where blunt force injury causes a bruise ( a closed lesion ) . In pathology, it specifically refers to a crisp hurt which amendss the corium of the skin.1

Acute lesions:

Acute wounds normally heal chiefly, or with support ( e.g. , wound closing strips ) . They have smooth, clean lesion borders and they heal and near without any complications. Cuts, Bite-wounds, Burns, Skin giver sites, Abrasions, Postoperative wounds, Lacerations, and Bruises are all illustrations of ague wounds.2

Chronic lesions

A chronic lesion displays no marks of mending after a certain clip despite causal intervention. They heal secondarily. Often, an implicit in disease is partially responsible for the status of a chronic lesion, so it is indispensable to handle the unwellness at the same clip as the lesion. Leg ulcers, Pressure ulcers, Decubitus ulcers, and Diabetic pes syndrome ( DFS ) are illustrations of chronic wounds.2

1http: //en.wikipedia.org/wiki/Wound

2http: //pharmaplast-online.com/index.php? option=com_content & A ; task=view & A ; id=15 & A ; Itemid=

Wound Care Management

“ Wound attention direction improves the patient ‘s mobility, quality of life and overall well-being. “ 3 Treatment of lesions is based on cause and badness by utilizing a assortment of lesion attention merchandises to back up the healing procedure. In instance of chronic lesions, wound attention direction is critical in cut downing the hazard to the organic structure, which can, in some instances, include loss of life.

Global Wound Care Market

The planetary market for wound attention direction has been valued at $ 14bn in 2009 and is expected to make $ 19.6bn in 2016 with a compound one-year growing rate ( CAGR ) of 5 % .3 The growing in this market is expected to be driven by the increasing prevalence of chronic lesions, increasing patient consciousness, technological progresss and the debut of new and advanced therapies for lesion attention direction.

“ Advanced lesion direction is the largest class in the lesion attention direction market, holding contributed 27 % towards the overall lesion attention direction market in 2009. “ 3

“ In 2009, ConvaTec and Coloplast were both the taking participants in the planetary lesion attention direction market with a 7 % portion each. Covidien and Smith & A ; Nephew besides have important market presence, with a generous 6 % portion each. “ 3 There are other companies as good, such as Kinetic Concepts, Hartmann Group, Molnlycke Health Care Ethicon, 3M Healthcare, B. Braun Melsungen, Baxter International and Johnson & A ; Johnson prevelant in the planetary lesion attention market.3

We can reason that the lesion attention direction market is extremely competitory, with different companies ruling different classs and besides extremely disconnected, with the presence of legion local players.3

3http: //www.hospitalmanagement.net/features/feature97878/

Indian Healthcare Scenario

To find the chances of the lesion attention market, it is necessary to hold an overview of the Indian health care scenario. This would assist us to understand our mark market, better and besides to analyse the factors that influence the market


Healthcare is one of India ‘s largest sectors and it is spread outing quickly. The Indian health care market is estimated at about US $ 34 billion, which translates to $ 34 per capita and approximately 6 % of GDP.4 By 2012 India ‘s health care sector is projected to turn to about US $ 40 billion.4 The drivers of growing in the health care sector are India ‘s turning population and economic system, spread outing in-between category and their increasing disbursement power, high disease prevalence, etc.


There is a laterality of health care installations in the private sector.

Public wellness substructure in rural countries consists of a three-tier system, a bomber Centre for every 5,000 population with a male and female worker ; a PHC for every 30,000 population with a medical physician and other parity medical staff, and a Community Health Centre ( CHC ) for every 100,000 population with 30 beds and basic specializers. In urban countries, it is two tier systems with Urban Health Centre ( UHC ) /Urban Family Welfare Centre ( UFWC ) for every 100,000 population followed by general hospital.5

4Source-Healthcare in India, Emerging market study 2007, by PricewaterhouseCoopers hypertext transfer protocols: //www.pwc.com/en_GX/gx/healthcare/pdf/emerging-market-report-hc-in-india.pdf

5http: //www.searo.who.int/en/Section313/Section1519_10852.htm

The industry is fragmented with a big figure of independent, in private run infirmary and health care centres. Major Private Sector corporate entities include the Apollo Hospitals, Wockhardt Hospitals, Fortis Healthcare, Manipal Group, etc.

Financing resources for wellness

“ The private sector histories for more than 80 % of entire health care disbursement in India ” 4

“ The entire health care funding by the populace sector is dwarfed by private sector disbursement. In 2003, fee-charging private companies accounted for 82 % of India ‘s $ 30.5 billion outgo on health care. “ 4 ” Private houses are now thought to supply about 60 % of all outpatient attention in India and every bit much as 40 % of all in-patient attention. “ 4

The National Health Policy 2002 and the Common Minimum Programme ( CMP ) of the present Government have identified the necessity to lift the public disbursement on wellness. Several steps that have been initiated to raise the resources for wellness, include public private partnerships ( telemedicine ) , voluntary and community wellness insurance, income revenue enhancement freedom to put up private infirmaries in the rural countries, and encouragement to private bureaus in secondary and third degrees of healthcare.6

Health Insurance

The wellness insurance market in India is really limited covering approximately 10 % of the entire population but this industry is expected to confront enormous growing over the following few old ages as a consequence of several private participants.

4Source-Healthcare in India, Emerging market study 2007, by PricewaterhouseCoopers hypertext transfer protocols: //www.pwc.com/en_GX/gx/healthcare/pdf/emerging-market-report-hc-in-india.pdf

6Source- Ministry of Health and Family Welfare, National Health Policy,2002 hypertext transfer protocol: //mohfw.nic.in/NRHM/Documents/National_Health_policy_2002.pdf

Indian Wound Care Market

“ This Rs. 521 crore market is a typical competitory market – merchandises are available across a broad scope of quality and monetary value points. “ 7

Advanced Wound Care in India

Moist lesion attention is non a well-known construct in India. Advanced wound attention merchandises are perceived to be of high cost and low benefit, and therefore the usage of traditional merchandises like cotton and gauze is prevalent.A Besides forgery and local replacements are easy available and there is a uninterrupted downward force per unit area on pricing. Therefore, traditional lesion attention is much preferred over advanced lesion attention. However, the market scenario is altering, with increasing realisation of the value of advanced lesion care.7

We can therefore, infer that, the advanced lesion attention market in India decidedly has to confront many obstructions before it can catch the immense traditional lesion attention market, as in developed states. The medical fraternity has to be educated, by the sellers, to do inroads. But merely a reimbursement system can convey about the incursion degrees as seen in developed economies.7

It is observed that traditional lesion attention is mostly prevailing in all public and most private health cares in India. Advanced wound attention is merely prevailing in the top private health care entities, like Apollo, Fortis, etc.

Merchandises in the Indian Wound Care Market

The traditional lesion attention section in India is flooded with merchandises like cotton & A ; gauze, swabs, dressings, and tapes.A

The Medical patchs and plaster sections has largely orthopaedic merchandises like crepe & A ; elastic adhesive patchs, and stationariness merchandises.

“ In high contrast to developed markets, the smallest section in the Indian Wound attention market is advanced wound attention, dwelling of high-technology merchandises like

7http: //www.frost.com/prod/servlet/market-insight-top.pag? docid=28934022

hydrocolloid, hydrogel, alginate, froth, movie & A ; tulle dressings among other cicatrix / burn direction merchandises ” .7

Hydrocolloid dressings contain gel-forming agents such as carboxymethyl cellulose ( NaCMC ) and gelatin that absorb lesion exudations ( liquid ) and organize a gel. Thus the ability of the dressing to get by with exudate production in enhanced. They can adhere to moist every bit good as dry site.8 Example- DuoDerm ( Convatec ) .

Hydrogel wound dressings require a 2nd dressing to keep wet and promote lesion healing. Hydrogels offer chilling effects to alleviate hurting and uncomfortableness. It is considered best for lesions with light drainage. Example- Tegagel ( 3M Healthcare ) , GLYCOcell ( Medi-Globe )

Alginates turn into a non-sticky gel when placed over a draining lesion. Gauze or larger patchs hold the alginates into topographic point above a lesion. Alginates are used in beds over lesion to supply more absorbency. Example- Tegagen ( 3M Healthcare )

Foam dressings are used frequently on new lesions, as they absorb big sums of fluid and lesion exudations. Example- Lyofoam ( Molnlycke Healthcare )

IV-site Dressings are designed to procure the catheter in disputing I.V. ( Intravenous ) applications, to cut down border lift and to seal around the interpolation site

Players in the Indian Wound Care Market

There are a few organized companies in this market, viz. 3M Healthcare, Beiersdorf, Casil Health Products, Johnson & A ; Johnson, Elder-Hartmann and Smith & A ; Nephew.

All the other international trade names like Coloplast, Convatec, Covidien, Hollister, Lohmann & A ; Rauscher, Nycomed and Molnlycke are present indirectly, through big jobbers. Some of the unorganised participants have a really important presence in most of the traditional lesion attention and medical patchs segments.7

7http: //www.frost.com/prod/servlet/market-insight-top.pag? docid=28934022

8Thomas S. , Loveless, P. A comparative survey of the belongingss of 12 hydrocolloid dressings. World Wide Wounds, July 1997, hypertext transfer protocol: //www.smtl.co.uk/World-Wide-Wounds/1997/july/Thomas-Hydronet/hydronet.html

Selling and Distribution

“ The primary methods of gross revenues are to infirmaries through the wholesaler-stockist channel, or through institutional concern. Promotion is chiefly done merely by the big participants to physicians and purchase officers. ” 8

In the pharmaceutical distribution concern, foremost the maker supplies goods to a CFA ( Carrying and Forwarding Agent ) , a ace stockist or a company-owned terminal. These, in bend, supply to stockists from where goods are routed to jobbers, medical establishments, infirmaries and retail merchants. Manufacturers can straight provide to establishments and infirmaries but ne’er to retail merchants. Refer Fig.2.1.

“ Most of the multinationals own the selling of their merchandises and usage multiple distributers to cover assorted parts of India. The distribution in India is acquiring more organized and maker retains up to 60 % of the maker retail monetary value ( MRP ) ” .9 Refer Fig.2.2.

Distribution histories for about 35 per centum of the retail cost of a pharmaceutical merchandise due to regulative hindrances ( for case, the execution of VAT ) , and extremely disconnected nature of the distribution web.

In the instance of institutional gross revenues, the merchandises may be supplied by the distributer, even if the establishment negotiates straight with the maker.

8Thomas S. , Loveless, P. A comparative survey of the belongingss of 12 hydrocolloid dressings. World Wide Wounds, July 1997, hypertext transfer protocol: //www.smtl.co.uk/World-Wide-Wounds/1997/july/Thomas-Hydronet/hydronet.html

9 ( Source- Orbees Medical Case Study, India Market Strategy for active lesion attention ) hypertext transfer protocol: //www.orbeesmedical.com/casestudies/Wound % 20care % 20market % 20in % 20India.pdf

Fig2.1- Distribution system. ( Beginning: – hypertext transfer protocol: //www.domain-b.com/industry/pharma/20000107distribution_channels.html )

Fig 2.2- Margins at assorted degrees of distribution system

( This is merely a representative distribution.The existent distribution concatenation may change from merchandise to merchandise )

3M Healthcare ‘s Selling Schemes

On being interviewed in Express HEALTHCARE, sing the selling schemes followed, Mr. Gautam Khanna, Vice President, Healthcare Business, 3M Healthcare, India, replied “ We put a batch of accent on workshops, talker programmes etc. For illustration, to be in line with the procedures and protocols, CME programmes are conducted in the infirmaries to educate the clients. The basis of our selling scheme is to distribute trade name consciousness and increase handiness of our merchandise scope through selling runs. Over 60,000 clients were straight contacted through the selling programmes in the twelvemonth 2006. We have equal distribution in topographic point to guarantee that the clients are able to hold easy entree to 3M merchandises in any portion of the state. ” ( Source-Express Healthcare, Article- ‘India is Identified as One of the Top Emerging Markets for Growth ‘ , June 2007, hypertext transfer protocol: //www.expresshealthcare.in/200706/market07.shtml )

From the above quotation mark we can deduce that 3M Healthcare focal points on many selling plans to keep close ties with a immense figure of their clients. They make attempts to educate the clients sing the use processs of their merchandises to guarantee better benefits and farther grasp from their clients.

They besides believe in beef uping their distribution to guarantee that the clients can easy entree them.

Medical Tourism and Private Healthcare in India

Medical Tourism India is a developing concept whereby people from universe over visit India for their medical and relaxation demands. Most common interventions are bosom surgery, articulatio genus graft, decorative surgery and dental attention. The ground India is a favourable finish is because of its substructure and engineering in which is in par with those in USA, UK and Europe.10

Over the past old ages significant investing has been made in India ‘s Private Healthcare Sector, in surplus of 100 million USD. In many of India ‘s major metropoliss Specialist private infirmaries with expert and dedicated staff, along with province of the art equipment have been set to run into the demands of the state ‘s progressively flush in-between category comprised of approximately 200 million people. Private Healthcare costs in India are a fraction of those in the Western World including UK, USA and Canada.

10http: //www.medical-tourism-india.com/

India ‘s private infirmaries have two patient classs, ( I ) deluxe comfortss and ( two ) subsidized. International patients are cared for in the gilded class, therefore do non use resources available for the subsidised class.

On the contrary, grosss from International patients contribute towards the subsidised services. Within this gilded class a superior service, in footings of comfort, catering and amusement is easy tailored.

As Indian corporate infirmaries are on par, if non better than the best infirmaries in Thailand, Singapore, etc there is range for betterment, and the state is going a preferable medical finish. In add-on to the progressively top category medical attention, a large draw for foreign patients is besides the really minimum or barely any waitlist as is common in European or American hospitals.11

Major corporate infirmaries in India that purpose at supplying top category medical attention are

Apollo Hospitals, Wockhardt infirmaries, Fortis Healthcare, Manipal Group, etc.


FY07 Revenues ( US $ million )

Number of Hospitals

Apollo Hospitals



Wockhardt Hospitals



Fortis Healthcare



Manipal Group



Table2.1. Top Private Healthcare Providers in India9 ( Beginning: Company Websites, Capitaline Database )

Other top private health cares in India include Christian Medical College, Hinduja Hospital, Leelavati Hospital, Tata Memorial Hospital, Escort, etc.

Some critical statistics prefering the growing of Wound Care Market in India

Population kineticss of India12

Large population base – 1.5 billion by 2050.

Increasing life anticipation – projected to travel up to 69 old ages by 2020 from the current 65 old ages.

11http: //www.amazonhmt.com/private_health_care_facilities.html

12 ( Source- Article-Journal of Medical Marketing ; Jun2008, Vol. 8 Issue 3, p205-210, ISSN-1745-7904 )

Geriatric population to duplicate over the following 15 old ages.

Increasing capacity to spend12

Literacy rate at 65 per cent and estimated to be near to 95 per cent by 2020.

GDP growing at 8 per cent and expected to be maintained.

Huge in-between category with vigorous purchasing capacity – 450 million.

Opening up of reimbursement avenues.

High disease prevalence13

In India, there are about 40.9 million diabetics – the figure is expected to lift to 70 million by 2025.

The prevalence of chronic lesions in India was reported as 4.5 per 1000 population whereas that of acute lesions was about doubled at 10.5 per 1000 population.14

Emerging wellness insurance market

High Import Dependency

“ Indian medical devices supply is to a great extent dependent on the imports from other states like the US, Japan, the UK, France, Finland, Germany, etc. It is estimated that around 50 % of India ‘s medical devices gross revenues is through imports. “ 15

Although low engineering merchandises, like surgical fabrics and other medical supplies, are produced in India, but the demand for high engineering devices is met by imports to a big extent.

The market is going progressively competitory due to low entry barriers, increasing figure of participants and the spread outing consumer base.

12 ( Source- Article-Journal of Medical Marketing ; Jun2008, Vol. 8 Issue 3, p205-210, ISSN-1745-7904 )

13 ( Source-70m diabetics in India by 2015: Study – The Times of India hypertext transfer protocol: //timesofindia.indiatimes.com/life-style/health-fitness/70m-diabetics-in-India-by-2015-Study/articleshow/4836201.cms # ixzz15ArgcoYx

14 ( Source- Gupta, N. , Gupta, S.K. , Shukla, V.K. , Singh, S.P. , 2004. An Indian community based epidemiological survey of lesions. Journal of Wound Care 13, 323-325. )

“ Imports constitute over 50 % of the market. Most imported merchandises have high gross borders. ”

A affair of concern for medical devices importers is the high cost of obtaining the needed certification for these regulative entries.

India ‘s immense dependence on imports of medical supplies, the rigorous industry regulative environment, low degrees of health care installations and consciousness are the restraints that are stultifying this industry.

Market Entry

“ B. Braun started its operations in India in 1994 as a joint venture and became a 100 per cent owned company in 2003. B. Braun entered India as it perceived a big and turning market for its merchandises and services. Though the growing was slow in the initial old ages, it has improved unusually since 2003, and has resulted in increased market portion. The market has been turning at 12 per cent and B. Braun has clocked about 21 per cent one-year growing. “ 16

It can be inferred from the above quotation mark that, B.Braun Melsungen foremost started as a joint venture in India and so established itself wholly to derive adequate ball of the market portion and besides maintained a sustainable growing over the old ages. This can be taken as a good thought for a new company to come in the Indian markets.

Similarly “ Nycomed intends to travel chemical production to Indian joint venture. “ 17 Establishing production installations with an already bing company in the Indian markets besides seems to be a plausible thought, before embarking wholly into the new market and confronting all hazards.

15http: //www.dancewithshadows.com/pillscribe/medical-devices-market-in-india-to-reach-17-billion-by-2010-niper/

16 Source- B. Braun Medical ( India ) Private Ltd. hypertext transfer protocol: //www.ibef.org/download/braun_medical.pdf

A­A­17Source- Nycomed Press Releases-http: //www.nycomed.com/media/news-releases/2008/nycomed % 20intends % 20to % 20move % 20chemical % 20production % 20to % 20indian % 20joint % 20venture/


As the population grows and Indians unrecorded longer, there will be an increased demand for effectual and low-cost lesion attention.

Now, infirmaries are much more focussed on bar and control of infections and infective beings. Increasing rates of infection lead to more use of antibiotics and longer stay in the infirmaries. This farther increases the opportunities of nosocomial infections. Hence, antimicrobic lesion attention merchandises like GLYCOcell can assist battle these jobs

The top health care suppliers are more inclined towards supplying advanced wound attention to their deluxe every bit good as subsidised patient classs. With their increasing grosss they would be willing to pass for premium merchandises in the market to supply better medical attention, at par with those in U.K. , Europe, etc.

As advanced lesion attention is non much of a known construct in bulk of Indian health cares, the advanced lesion attention merchandises such as, GLYCOcell can be foremost introduced to exceed health cares as mentioned above, and later it can provide to a larger health care section as advanced wound attention becomes a generalised construct in Indian health care scenario.

Chapter 3


3. Method

The aim of this chapter is to clear up the use of quantitative or qualitative manner of research, stipulate the methods used for the research, methods for choosing the sample, and methods to analyse the information collected.

Qualitative Research

Qualitative research has been used in this survey. It is an explorative research methodological analysis used to garner an in deepness apprehension of the state of affairs. It is the method of question appropriated in market research. It includes labels or names to place an property of each component. It uses either the nominal or the ordinal graduated table of measuring and may be non numeral or numeral. We can sum up qualitative informations by numbering the figure of observations in each qualitative class or by calculating the proportion of observation in each qualitative class.

Justification for utilizing Qualitative Research in the survey

The methodological analysis is used in this survey to acquire deeper penetrations into the purchase behaviour of clients of lesion attention stuffs, and besides the factors that governs it. The qualitative methods used here investigates the why and how of purchase determination devising and non merely what, when and where. Hence smaller and focused samples are most frequently needed, instead than big samples.

Furthermore, qualitative responses allow for more diverseness in responses every bit good as the capacity to accommodate to new developments or issues during the research procedure itself. Qualitative methods provide more representative, dependable, and precise steps through focused mensural tools and applied mathematics.

Types of Qualitative Research Procedures Used:

Direct Approach

A direct attack is non disguised. The intent of the undertaking is disclosed to the respondents or is obvious to them from the inquiries asked.

Depth Interviews are the major direct techniques. Personal interviews were conducted with single respondents to obtain relevant information.

Figure-3.1. Qualitative Research Procedures

Indirect Approach

Indirect attack disguises the true intent of the undertaking from the respondents.

Projective Techniques were used to promote the respondents to project their implicit in motives, beliefs, attitudes or feelings.

Survey Methods

The study method of obtaining information is based on the inquiring of respondents. Respondents were asked a assortment of inquiries sing their penchants, desires, motives, and purchase determination doing procedure and besides about their degree of MediGlobe Corporation as a lesion attention stuffs maker.

Survey Methods Used:

Personal meetings and Interviews were conducted with the possible respondents. This provided face to confront interaction with the respondents every bit good as flexibleness of inquiring assortment of inquiries.

Mailing questionnaires- This involved the mailing of on-line questionnaires to preselected possible respondents and entering the responses. These respondents were foremost contacted via telephonic conversation to take their electronic mail Idahos and to convert them into make fulling the online questionnaire.

Measurement and grading of information:

Measurement was fundamentally done by delegating Numberss or ranks to the features of objects harmonizing to their penchant.

Ordinal Scale is a superior graduated table in which Numberss are assigned to objects to bespeak the comparative extent to which the objects possess some characteristic. Ordinal graduated table was used to rank the features of the objects to their penchant.


A standardised set of inquiries were prepared to obtain information from the respondents. The questionnaire contained both close-ended and open-ended inquiries.

Aims of the questionnaire

The aim of the questionnaire was to cognize the followers:

Degree of Awareness approximately MediGlobe as a maker of Wound Care merchandises, in the Indian Wound Care market.

Parameters that influence the purchase determinations of the mark market.

Features those are most desirable in an advanced lesion attention dressings by the mark market.

Major rivals of MediGlobe ( GLYCOcell ) .

Purchase Decision Making procedure for the purchase of lesion attention stuffs in the mark market.

Positions about the German Quality and the merchandise ( GLYCOcell ) in the mark market.

The Questionnaire for my Research

The questionnaire used to roll up information from the purchase section functionaries was as follows:

Need for your feedback: I am making a research on the Market Evaluation of Wound Care Products in India. ” The information given by you will be used as primary informations for my research.

Your Name: Appellation:

Email Idaho: Telephone No. :

*In the given graduated table of seven, 1 is for the Lowest or the Least and 5 is for the Highest or the Most.

Please look into grade ( a?s ) your response.

How much are you cognizant of Medi-Globe Corporation Germany as a maker of Wound Care Dressings?

5 ( Most )




1 ( Least )

What merchandise scope are you presently utilizing for Wound Dressings?


Hydrocolloid Dressings

Gel Dressings

Transparent movie Dressings

Foam Dressings


Antimicrobial Dressings

Which Company is presently providing you Wound Dressings?

Medi-Globe- GLYCO-cell

3M Health Care

B. Braun Melsungen AG

Coloplast A/S- Biatain



Johnson and Johnson

Hartmann Group

Nycomed International

Smith & A ; Nephew Plc

Other Company ( Please Specify )

Please rank the order in which these parametric quantities influence your purchase determinations for Wound Dressings.


5 ( Most )




1 ( Least )


Monetary value



Trade name

Marketing Representatives or Traders

Doctor ‘s Recommendation

Please look into on the characteristics which you feel are most desirable in Wound Dressings.



Absorbent ( Absorbs wound secernments )

Infection Control Properties

Translucence ( Possibility of wound visual image )

Faster Wound Healing

Properties of mending chronic lesions ( diabetic ulcers, force per unit area ulcers )

Possibility of form and size amendments harmonizing to necessitate

Reduced frequence of dressing alterations

Painless dressing alterations

Can be used with assorted catheters


Others ( delight specify )

Thank You for your valuable clip.

Interview Questions for my Research

Questions asked to Doctors

Are you cognizant of MediGlobe Corporation as a maker of Wound Dressing stuffs? If yes, from where did you foremost hear about it?

What changes would you prefer ( if any ) in the current lesion dressing merchandise ( s ) you are utilizing? Please stipulate

After being explained about Medi-Globe ‘s GLYCO-cell Wound Dressing Products what do you comprehend of its Uniqueness and the German quality? Are at that place any alterations that you would want in this merchandise?

Questions asked to Purchase Department Officials

Can you give an penetration into the determination doing procedure involved in the purchase of lesion attention dressings in this infirmary?

What are your perceptual experiences about the German quality criterions sing medical supplies, particularly Wound attention merchandises?

Choice of Participants

The infirmaries were sampled on the footing of repute and buying power. The physicians from Surgery, Gynecology, and Diabetic Care sections, and the purchase functionaries involved in the purchase of Wound Care stuffs were included as respondents.

The undermentioned infirmaries were covered:

J.J. Hospital, Mumbai

Hinduja Hospital, Mumbai

Raheja Hospital, Mumbai

Leelavati Hospital, Mumbai

Wockhardt Hospital, Bangalore

Fortis Hospital, Bangalore

Sagar Hospital, Bangalore

Apollo Hospital, Bangalore

Manipal Hospital, Bangalore

MS. Ramaiah Hospital, Bangalore

Bhagwaan Mahaveer Jain Hospital, Bangalore

Artemis Health Institute, Delhi

All India Institute Of Medical Sciences ( AIIMS ) , Delhi

Indraprastha Apollo Hospital, Delhi

Manipal-Goa Hospital, Goa

Vrundavan Hospital, Goa

VasanHospital, Chennai

Apollo Hospital, Chennai

Seahorse Hospital Chennai

Nanavati Hospital, Mumbai

Field Work and Data Collection Process

Permission from Hospital Management

Based on the regulations and ordinances of assorted infirmaries, it was necessary to obtain permission from the infirmary direction governments prior to nearing the respondents. In some instances, interaction was possible via direct assignment with the respondents.

Interviewing the Respondents

The respondents were interviewed efficaciously by explicating to them the inquiries in the questionnaire, to avoid any misleading or biased responses. They were explained about the features of the merchandise ( GLYCOcell ) and their positions about the merchandise were taken.

Recording the responses

The responses were recorded in a database on the same twenty-four hours as the interaction.

Statistical Tools and Techniques used:

Microsoft Excel:

I have used MS-Excel for the analysis of informations in this survey for the undermentioned intents:

As a database and a database application merely like a MS Access.

To sum up and statistically analyse the qualitative informations

It is used to develop pie charts and saloon graphs.

Frequency distribution

A frequence distribution is a tabular sum-up of informations demoing the figure ( frequence ) of points in each of several non overlapping categories.

Relative frequence and per centum frequence distribution

A frequence shows the figure of points in each of several non overlapping categories ; nevertheless we are frequently interested in proportion, or per centum of points in each category. For a information set with n observations the comparative frequence of each category can be determined as follows.

Relative frequence of a class= Frequency of the category


N=number of observations.

The per centum frequence of a category is the comparative frequence multiplies by 100.

Percent frequency=relative frequence X 100

Bar graphs

A saloon graph or a saloon chart is a graphical device for picturing qualitative informations summarized in a frequence, comparative frequence or per centum frequence distribution.

On one axis on the graph ( normally the horizontal axis ) , we specify the labels that are used for the categories ( classs ) of information.

A frequence, comparative frequence or per centum frequence graduated table can be used for the other axis ( perpendicular axis ) of the graph.

Using a saloon of fixed width drawn above each category label, we extend the length of the saloon until we reach the frequence, comparative frequence or per centum frequence of the category. For qualitative informations, the bars should be separated to stress the fact that each category ( class ) is separate.


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