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A Study on Consumer Behavior of Pharmaceutical Products in Chennai City

Author(s) Name:

A.Suresh Kumar & Dr.S.Fabiyola Kavitha

Abstract

Nowadays, more than 65 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.

 Keywords:

Consumer Behavior, Pharmaceutical Products.

Please cite this article as:

A.Suresh Kumar & Dr.S.Fabiyola Kavitha (2019). A Study on Consumer Behavior of Pharmaceutical Products in Chennai City. International Journal of Recent Research and Applied Studies, 6, 1(1), 1-3.