We all are consumers as we all have been to doctors and utilized the services for infirmities ranging from common cold, flu to prolonged or chronic illnesses like heart diseases, diabetes, etc. As we know that there always have been many options available, we can resort to different types of medical treatments from allopathic medicines to Ayurveda, homeopathy, other yoga-related techniques or self-medication. The purpose of this paper is to investigate how some factors like doctors’ popularity, immediate relief, cost of medical treatment and previous history of medical treatment affect the future medical treatment preferences of different people in certain areas of Pune region of Maharashtra, India. A survey approach was used to identify the preferences of consumers at selected places in Pune. Statistical tools like factor analysis, cluster analysis and discriminant analysis were used to analyze the obtained data. The results of the study helped in predicting the medical treatment preferences of consumers in selected areas of Pune region of Maharashtra.

While there has been a wide acceptance of allopathic medicines due to significant progress in medicine research, we also have to agree that not much has been done to deal with the side effects of such medicines. There are people who are allergic to certain allopathic treatments. Such people have to try Ayurveda or homeopathy or other alternatives which have no side effects. Sometimes people also resort to self-medication where they tend to take decisions on their own and choose drugs or medicines that they are compatible with based on their learning or past experiences. There are many reasons like lack of time, minor illnesses, unavailability of doctors, economic reasons, difficulty of accessibility (not easily available), and crowded hospitals due to which consumers rely on self-medication practices.

This research attempts to study different factors that help in determining the choice of medical treatment for different consumers. The research also investigates various demographic factors that will be crucial in establishing a relationship with the preference for a particular type of medical treatment.

Management Research Journal, Taiwan Customer Satisfaction Index (TCSI), SERVQUAL, Sample and Data Collection, Consumer Predilections, Medical Treatment, Predictive Study, Areas of Pune Region, Maharashtra.