A Study on Consumer Behavior of Marketing of Pharmaceutical Products in Chennai City
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Research Scholar, Bharath Institute of Higher Education and Research, Chennai, Tamilnadu, India
Publication date: 2019-03-16
Eurasian J Anal Chem 2018;13(Engineering and Science SP):emEJAC181198
Nowadays, more than 60 per cent of the marketing costs of pharmaceutical enterprises account for the communication with physicians. The role of physicians in deciding the therapy is still dominant, but in some areas (OTC market, patient groups) patients have more and more power to choose between the products. Other important target customers are the pharmacists, hospitals, wholesalers, governmental forces and so on. Governments try to stop the rapidly growing medical expenditures, so affordable drugs have competitive advantage over the ‘only’ effective drugs. The study was conducted for 60 consumers of pharmaceutical products and the data and information was analyzed by using various statistical techniques. It is very important to describe the consumer behavior of marketing of pharmaceutical products, both during the prescription processes well as after. The finding of the study leads to final conclusion that 73.33 per cent of consumers are never influenced by displays. The results indicate that about 60.00 per cent of consumers do not use the pharmaceutical products without advice of doctors.