A Study on Consumer Behavior of Marketing of Pharmaceutical Products in Chennai City

Abstract

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.