A REPORT

ON
STUDY OF PERCEPTION OF PEOPLE
TOWARDS 108 EMERGENCY SERVICES

PREPARED BY:

JIGNESH KHADELA (09017)

JAYMIN MEHTA (09016)
MAYANK RATHORE (09023)
SAPNA CHAUDHARY (09038)

SUBMITTED TO:

Dr. J.S.Panwar

G. H. PATEL P. G. INSTITUE OF BUSINESS MANAGEMENT

IN PARTIAL FULFILLMENT OF MARKETING
MANAGEMENT COURSE IN THE YEAR 2010
 ACKNOWLEDGEMENT

We extend our heartfelt acknowledgement to many people who directly or indirectly

contributed to complete this report. Our special humble thanks go to Dr. J.S.Panwar, our
faculty for the Marketing management course, for giving us this opportunity to explore
the practical aspects marketing management in the industry. Without his constant support
and inputs this report would not have been materialized.

We are also thankful to our library, computer lab and other supporting staffs of the
department for their help. We will be failing in our endeavors if we do not acknowledge
to many of our friends for their kind co-operation. Finally I would like to pay gratitude to
all those who helped us in some way or the other during the preparation of the report.

JIGNESH KHADELA(09017)
JAYMIN MEHTA(09016)
MAYANK RATHORE(09023)
SAPNA CHAUDHARY (09038)
 PREFACE

“THE MAN WHO HAS NO IMAGINATION HAS NO WINGS”

Human being enters the world with a raw brain and mind. Until he works out with
his imagination, he cannot reach the soaring heights of success. Study of management
will be worthwhile only if it is coupled with the practical studies and imagination power.
Marketing study, which is a part of management studies, intends to provide a student
with sufficient knowledge to develop an equation to connect theory and practical aspects
and thereby gives an opportunity to test and verify application of theory. As a partial
fulfillment of the Course M.B.A. (Master of Business Administration), the students are
required to undertake a marketing study that would help them to enhance their
knowledge.
It is with great sincerity and enthusiasm that we take up the challenge that this
field has placed before us and hope to succeed with guidance from our faculty.
 INDEX

Serial P. No.
No

1 Chapter:1 Introduction

Bibliography
The Questionnaire
 CHAPTER -1: Introduction
BACKGROUND

On August 29, 2007, Gujarat EMRI was inaugurated by Chief Minister Narendra
Modi and former president A.P.J. Kalam with just 14 ambulances and a year later(2008)
there were over 300 ambulances.
Emergency Management and Research Institute
EMRI (Emergency Management and Research Institute) is a pioneer in
Emergency Management Services in India. As a not - for - profit professional
organization operating in the Public Private Partnership (PPP) mode, EMRI is the only
professional Emergency Service Provider in India today.

EMRI handles medical, police and fire emergencies through the “1-0-8
Emergency service". This is a free service delivered through state- of -art emergency
call response centers and has over 2600 ambulances across Andhra Pradesh, Gujarat,
Uttarakhand, Goa, Chennai, Rajasthan, Karnataka, Assam Meghalaya and Madhya
Pradesh. With the expansion of fleet and services set to spread across more states, EMRI
will have more than 10000 ambulances covering over a billion populations by 2011.

With increased focus on research and analytics, EMRI has plans to significantly
enhance the overall emergency management scenario - further reducing individual
suffering.

1) MoU Signing with the Government of Andhra Pradesh, 22nd April 2005
2) MoU Signing with the Government of Gujarat, 29th August 2007
The venture is an example of public-private partnership between the
Hyderabad-based Emergency Management and Research Institute (EMRI) and the
Government of Gujarat. The state government has provided the initial capital and
maintenance costs while the technical and operational autonomy will
rest with EMRI. A MoU to this effect was signed between Venkat
Changacalli, CEO EMRI and Dr Amarjit Singh, Health Commissioner,
Government of Gujarat.
3) MoU Signing with the Government of Uttarakhand, 8th March 2008
4) MoU Signing with the Government of Rajasthan, 23rd May 2008
5) MoU Signing with the Government of Goa, 14th June 2008
6) MoU Signing with the Government of Tamil Nadu, 6th May 2008
7) MoU Signing with the Government of Karnataka, 14th August 2008
8) MoU Signing with the Government of Madhya Pradesh, 25th November
2007
9) MoU Signing with the Government of Assam, 8th July 2008
10) MoU Signing with the Government of Meghalaya, 5th November 2008
11) MoU Signing with the Government of Punjab, 1st January 2009
The main highlights are:

• It is a 24 x 7 emergency service.
• Toll Free number accessible from landline or mobile.
• Emergency help will reach you in an average of 18 minutes.

1-0-8 is dialed for the purposes mentioned below:

• To save a life.
• To report a crime in progress.
• To report a fire.

108 Emergency Response Services has also signed MOU with over 6800 hospitals which
provide initial stabilization free of cost for the first 24 hours.
EMERGENCIES:
Medical Emergencies: Serious Injuries, Cardiac arrests, Stroke, Respiratory, Diabetics,
Maternal/Neonatal/Pediatric, Epilepsy, Unconsciousness, Animal bites, High Fever,
Infections.
Police Emergencies: Robbery / Theft / Burglary, Street Fights, Property Conflicts, Self -
inflicted injuries / Attempted suicides, Theft, Fighting, Public Nuisance, Missing,
Kidnappings, Traffic Problems ( Traffic Jams or Rallies, raasta rokos etc ), Forceful
actions, riots.
Fire Emergencies: Burns, Fire breakouts, Industrial fire hazards.
Do not call 1-0-8 if there is no ‘serious people emergency’. It is not a number for
enquiry or information gathering. Do not play around by dialing 1-0-8 as a joke.
Otherwise a call in real emergency could be blocked and a life will be lost. If you happen
to call 1-0-8 by accident then do not hang up until the officer asks you to do so.
2. OBJECTIVES OF THE STUDY

a. To study people’s perception about 108 Emergency Services

b. To know about satisfaction level of people with respect to 108 Emergency

Services

c. To know about the network, reach and quality and kinds of services provided
by 108.

3. APPROACH TO THE PROBLEM

Keeping in mind the objectives of the study, we have developed approach to the
problem which includes research question and hypothesis as following:-

Research Question:-
How do people perceive about the services provided by 108?

Hypothesis:-
H1: People perceive the services provided by 108 to be satisfactory.

H2: 108 ambulances reach on time at the required spot.

4. RESEARCH DESIGN
We have adopted conclusive research design as we are going to conclude, based
on our findings of the study, how people perceive the services provided by 108
emergencies and what is the satisfaction level of people.

Research Design: Single Cross-sectional Design.

Major components of Research Design:

A. Kind of information to be obtained-

° List of people who used the 108 emergency services.

° Some qualitative information from administrative office through

discussion with experts at the office.

° Finding of past researches dome by some other researchers (if any)

° Primary data collection.

B. Method of administering the questionnaire:

The entire group members should contact he respondents and get the
questionnaire filled.

C. Scaling Technique
We have made use of LIKERT SCALE in our questionnaire.

D. Nature of the questionnaire

We have most of close ended questions and few open ended questions in the
questionnaire. Also many questions are dichotomous. The questions are of
short to medium length and the average questionnaire filling time will be
around 10-15 minutes.

E. Sampling Design
 1. Target Population:-All those people who have experienced the 108
emergency services in Anand District.

2. Sampling Frame: - The list will be obtained from Karamsad Hospital.

3. Sampling Techniques:-

From the list thus got, 100 people will be selected randomly (Simple Random
Sampling)

4. Sample Size:- 100

5. DATA COLLECTION
Data collection will be done by the group members only. So we will contact
our target respondents personally, handover the questionnaire if they are able
to fill themselves. In case if the respondent is not able to fill the questionnaire,
we will ask questions in the order in which they appear in the questionnaire.
We will use the exact language in the questionnaire; repeat the questions those
are not understood. We will also probe as and when required.

6. DATA PREPARATION & ANALYSIS

We will follow the following process for data preparation.

Questionnaire Checking  Editing  Coding  Transcribing  Data

cleaning Statistically adjusting data Selecting the data analysis strategy

• Selecting Statistical Techniques: These can be broadly

classified as

(i) UniVariate Techniques

(ii) MultiVariate Techniques

As of now, our knowledge of statistical techniques being limited, we are not
specifying as to which techniques we will use. And we will use
tools/techniques such as frequency distribution, mean, median, mode,
variance analysis etc to enhance our researches’ usefulness.
7. REPORT PRESENTATION:
After analysing the data, the findings will be presented in the form of report.
The report format includes following elements:-

(i) Title Page

(ii) Table of Contents

(iii) Lists of Tables, Graphs, Exhibits

(iv) Executive Summary

a. Major Findings

b. Recommendations

c. Conclusions

(v) Problem Definitions

(vi) Approach to the Problem

(vii) Research Design

(viii) Data Analysis

a. Methodology

b. Plan of Data Analysis

(ix) Limitations and caveats

(x) Conclusions and Recommendations

(xi) Exhibits

a. Questionnaire and forms

b. Statistical output

c. Lists
8. COST AND TIME:
We expect budgeted cost of carrying out the study and report presentation to
be around Rs.2000. Also the study will take around 10 days of time.
 Data analysis

(1) Income:

Income

40

30

20
nP
rc
te

33.8

26.8

10
18.3
16.9

4.2
0
1 2 3 4 5
Income
 Age

Age

70

60

50

40
nP
rc
e

62.9
t

30

20

10 21.4

11.4
4.3
0
1 2 3 4
Age
 Within what time after making a call, does 108 ambulance reaches the accident
spot?

(a) 5-10 (b) 10-15 (c) 15-20 (d) 20-30 (e) more the 30 [In
minutes]

Time

40

30

20
P

36.6
n
rc
te

33.8

23.9
10

5.6

0
5-10 10-15 15-20 20-30
Time
  With respect to 108 emergency services, tick marks your response:

Service Provided Highly Satisfied Neutral Dissatisfied Highly

Satisfied Dissatisfied
Response given by telephone
operator

Response given by telephone operator

50

40

30
nP
rc
te

43.7
20 39.4

10

12.7

4.2
0
Highly satisfied Satisfied Neutral Dissatisfied
Response given by telephone operator
 Service Provided Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
Behavior of 108 staff

First Aid Service

Equipments used for giving

first aid treatment
Qualification of doctors and
staff
Physical Condition of
Ambulance

first aid

50

40

30
nP
rc
te

42.3
20

29.6
23.9
10

2.8 1.4
0
Highly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied
first aid
 Equipments used for giving first aid treatment

50

40

30

47.9
nP
rc
te

20

23.9
22.5
10

5.6

0
Highly satisfied Satisfied Neutral Dissatisfied
Equipments used for giving first aid treatment
 Qualification of doctors and staff

50

40

30

46.5
nP
rc
e

45.1
t

20

10

5.6
2.8
0
Highly satisfied Satisfied Neutral Dissatisfied
Qualification of doctors and staff
 Physical Condition of Ambulance

60

50

40

30
P

54.9
n
rc
te

20

25.4
10
14.1

5.6
0
Highly satisfied Satisfied Neutral Dissatisfied
Physical Condition of Ambulance
  Do you think there should be more NUMBER OF 108 AMBULANCES?

(a) Definitely Yes (b) Yes (c) May be (d) No (e) Definitely

NUMBER OF 108 AMBULANCES

40

30

20 39.4
nP
rc
te

33.8

10
15.5

7
4.2
0
Definately yes Yes May be No Definately no
NUMBER OF 108 AMBULANCES
  Is the choice of hospital decided by patient or 108 staff?

(a) Patient (b) 108 staff

CHOICE OF HOSPITAL

70

60

50

40
nP
rc
e

63.4
t

30

20
36.6

10

0
Patient 108 Staff
CHOICE OF HOSPITAL
  Do you think there should be any improvements in 108 services?

(a) Yes (b) No

improvement

60

50

40

30
nP
rc
e

53.52
t

46.48
20

10

0
Yes No
improvement
 Do you think that 108 services are capable of handling situations like riots or any
other natural calamities like flood or earthquake?

(a) Definitely Yes (b) Yes (c) May be (d) No (e) Definitely No

situation

40

30

20
38
nP
rc
te

33.8

10 19.7

1.4
0
Definately yes Yes May be No Definately no
situation
How many maximum patients can 108 ambulances can accommodate during a visit?

(a) 1 (b) 2 (c) 3 (d) 4 (e) 5

patients

40

30

20 39.4
nP
rc
te

23.9
10 19.7

14.1

2.8
0
1 2 3 4 5
patients
What do you feel about overall services and concept of 108 emergency services?

(a) Very good (b) Good (c) Average (d) Poor (e) Very poor

services

60

50

40

30
nP
rc
te

52.1

20

26.8

10
14.1

4.2 2.8
0
Very good Good Average Poor Very Poor
services
 THE QUESTIONNAIRE

This questionnaire is designed mainly to know about people's perception towards

108 Emergency Services. The responses of respondents will be used only for academic
purpose.

(1) Personal Details :

Name : Income :

Age : Address :

Contact No :

(2) Within what time after making a call, does 108 ambulance reaches the accident
spot?

(a) 5-10 (b) 10-15 (c) 15-20 (d) 20-30 (e) more the 30 [In
minutes]

(3) With respect to 108 emergency services, are you satisfied with the following:

Service Provided Highly Satisfied Neutral Dissatisfied Highly

Satisfied Dissatisfied
Response given by telephone
operator
Behavior of 108 staff

First Aid Service

Equipments used for giving

first aid treatment
Qualification of doctors and
staff
Physical Condition of
Ambulance

(4) Do you think there should be more number of 108 ambulances?

(a) Definitely Yes (b) Yes (c) May be (d) No (e) Definitely
(5) Is the choice of hospital decided by patient or 108 staff?

(a) Patient (b) 108 staff

(6) Do you think there should be any improvements in 108 services?

(a) Yes (b) No

(7) (If yes) what are the improvements required?

- -
- -
- -

(8) Do you think that 108 services are capable of handling situations like riots or any
other natural calamities like flood or earthquake?

(a) Definitely Yes (b) Yes (c) May be (d) No (e) Definitely
No

(9) How many maximum patients can 108 ambulances can accommodate during a
visit?

(a) 1 (b) 2 (c) 3 (d) 4 (e) 5

(10) What do you feel about overall services and concept of 108 emergency services?

(a) Very good (b) Good (c) Average (d) Poor (e) Very poor