A PROJECT REPORT                       ON“THROUGH A LIGHT ON PHARMACY AS A PART OF MALL CULTURE    & THEIR ECONOMICAL VIAB...
CERTIFICATE                     This is to certify that the work presented in theproject report entitled “Through A Light ...
CERTIFICATE                     This is to certify that the work presented in theproject report entitled “Through A Light ...
ACKNOWLEDGEMENT                       I take this opportunity to express my profoundgratitude towards our principal of Poo...
INDEXCHAPTER.NO.                  CONTENTS                      PAGE NO.    1.                    Exclusive synopsis      ...
EXCLUSIVE SYNOPSIS Title of project:                 “Through a light on pharmacy as a part of Mall culture &their econom...
INTRODUCTION TO MARKET RESEARCH PROCESS                Market research involves systemic design, collection,analysis and r...
5. Segmentation research:                  To determine the demographic,        psychographic, and    behavioural characte...
11. Brand name testing:               What do consumers feel about the names of the products?12. Price elasticity testing:...
1. Defining the Problem & Research Objectives:                  The first step in research calls for defining the problem ...
3. Data Sources:        Data can be of two types: Primary data & Secondary data     i. Primary data:             a. Resear...
4. Research Approaches:               Deciding the correct research approach is essential in asuccessful market research. ...
OPERATIONAL ASPECT OF MARKET RESEARCH                                       Location                                      ...
GENERAL INTRODUCTION TO DRUG STORE OUTLETS                       There are various types of drug store outlets.Traditional...
For e.g.    1. MedPlus Health Services: Hyderabad based pharmacy chain,    MedPlus was launched in 2006 currently operates...
 Modes of Operation:        1. Company Managed Stores - Company owned pharmacy outlets          are owned and manage by c...
INFRASTRUCTURE OF MALL PHARMACY DRUG STORE                 Retail pharmacies are waiting to take off. The potential ishuge...
The pharmacy trade in the country generates anestimated business of Rs. 32,000 crore, apart from about Rs. 18,000 addedby ...
STORE CHOICE BEHAVIOUR OF INDIAN SHOPPERS                Store Choice and customer support has been widely studiedacross t...
 Literature Review on Store Choice:                    Store choice is classified in literature as primarily as anawarene...
CUSTOMER CAREPatient counselling:                  Speaking of Professional Expertise, there is a lotthat is contributed b...
 They guide illiterate person regarding the special precautions to be   taken during the dosage and the note written on t...
VARIOUS DISCOUNTS OFFERED BY MALL PHARMACY Roll & Win:             On purchase of Rs.500/- worth of products you get acha...
 Value added cards:                Buy for Rs. 100 or more and get stamped on yourvalue added card. You get Rs. 50 off on...
MERITS & DEMERITS OF MALL PHARMACY Merits of Mall pharmacy:                  They supply an entire category of products i...
7. They provide free home delivery for all customers.8. Under Mall shop system, all purchases for the branches are made by...
 Demerits of Mall pharmacy:1. In India infrastructure of mall pharmacy is still in under developing. Mallpharmacy is not ...
QUESTIONNAIRE FOR DOCTORS     Name of the doctor:     Qualification:     Address:     Contact Number:   Respected sir / ma...
QUESTIONNAIRE FOR DOCTORS     Name of the doctor:     Qualification:     Address:     Contact Number:   Respected sir / ma...
QUESTIONNAIRE FOR DOCTORS     Name of the doctor:     Qualification:     Address:     Contact Number:   Respected sir / ma...
QUESTIONNAIRE FOR CHEMIST    Name of the Shop:    Name of the owner:    Address:     Contact Number:   Respected sir / mad...
5. Are there is any scheme or benefits offered on the punches of medicine?  Yes                                           ...
QUESTIONNAIRE FOR CHEMIST    Name of the Shop:    Name of the owner:    Address:     Contact Number:   Respected sir / mad...
5. Are there is any scheme or benefits offered on the punches of medicine?  Yes                                           ...
QUESTIONNAIRE FOR CHEMIST    Name of the Shop:    Name of the owner:    Address:     Contact Number:   Respected sir / mad...
5. Are there is any scheme or benefits offered on the punches of medicine?  Yes                                           ...
QUESTIONNAIRE FOR CHEMIST    Name of the Shop:    Name of the owner:    Address:     Contact Number:   Respected sir / mad...
5. Are there is any scheme or benefits offered on the punches of medicine?  Yes                                           ...
QUESTIONNAIRE FOR CHEMIST    Name of the Shop:    Name of the owner:    Address:     Contact Number:   Respected sir / mad...
5. Are there is any scheme or benefits offered on the punches of medicine?  Yes                                           ...
QUESTIONNAIRE FOR CONSUMER    Name of the consumer:    Address:    Contact Number:   Respected sir / madam,               ...
4. Will you get any special service from mall pharmacy drug store?       Yes                                             N...
QUESTIONNAIRE FOR CONSUMER    Name of the consumer:    Address:    Contact Number:   Respected sir / madam,               ...
4. Will you get any special service from mall pharmacy drug store?       Yes                                             N...
QUESTIONNAIRE FOR CONSUMER    Name of the consumer:    Address:    Contact Number:   Respected sir / madam,               ...
4. Will you get any special service from mall pharmacy drug store?       Yes                                             N...
QUESTIONNAIRE FOR CONSUMER    Name of the consumer:    Address:    Contact Number:   Respected sir / madam,               ...
4. Will you get any special service from mall pharmacy drug store?       Yes                                             N...
QUESTIONNAIRE FOR CONSUMER    Name of the consumer:    Address:    Contact Number:   Respected sir / madam,               ...
4. Will you get any special service from mall pharmacy drug store?       Yes                                             N...
ANALYSIS OF DATA                                 ANALYSIS OF DOCTORS QUESTIONNAIRE                           9            ...
ANALYSIS OF CONSUMER QUESTIONNAIRE                      25                                                                ...
CONCLUSION Title of project :                       “Through a light on pharmacy as a part of Mall culture &their economi...
BIBLIOGRAPHY Reference Books:1. “How to do Market Research” by Hague & Johnson2. “Handbook of Market Research technique” ...
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THROUGH A LIGHT ON PHARMACY AS A PART OF MALL CULTURE & THEIR ECONOMICAL VIABILITIES WITH EMPHASIS ON CONSUMER PSYCHOLOGY

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It is outcome research survey in sell and purchase of different type of pharmacies correlating them with customer satisfaction. Our research concerns more about behavioral pattern of customers attitude for getting medicines either retail individual pharmacy or chain/shopping mall pharmacy. Through this research we focus on likelihood of sale and purchase or need of categories of pharmaceutical division and dealership in metropolitan cities.

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THROUGH A LIGHT ON PHARMACY AS A PART OF MALL CULTURE & THEIR ECONOMICAL VIABILITIES WITH EMPHASIS ON CONSUMER PSYCHOLOGY

  1. 1. A PROJECT REPORT ON“THROUGH A LIGHT ON PHARMACY AS A PART OF MALL CULTURE & THEIR ECONOMICAL VIABILITIES WITH EMPHASIS ON CONSUMER PSYCHOLOGY” SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF BACHELORS OF PHARMACY UNDER THE GUIDANCE OF PROF. MR. S. N. BHAVSAR SUBMITTED BY MR.KANDHARE AMIT DATTATRYA IN THE ELECTIVE SUBJECT OF “MARKETTING RESEARCH” BHARATI VIDYAPEETH UNIVERSITY POONA COLLEGE OF PHARMACY PUNE-411038 2008 - 2009.
  2. 2. CERTIFICATE This is to certify that the work presented in theproject report entitled “Through A Light On Pharmacy As A Part Of MallCulture & Their Economical Viabilities With Emphasis On ConsumerPsychology ” has been performed by Mr. Kandhare Amit Dattatrya in theelective subject of Marketing Research submitted for the partial fulfilmentof the requirement for the degree of Bachelors Of Pharmacy course inBharati Vidyapeeth University, Poona College Of Pharmacy, Pune, under myguidance and to my satisfaction. This is now ready for examination.Facilities availed from other sources have been duly acknowledged.Date: Prof. Mr.S.N.BhavsarPlace: Pune (Project guide) -1-
  3. 3. CERTIFICATE This is to certify that the work presented in theproject report entitled “Through A Light On Pharmacy As A Part Of MallCulture & Their Economical Viabilities With Emphasis On ConsumerPsychology ” has been performed by Mr. Kandhare Amit Dattatrya in theelective subject of Marketing Research submitted for the partial fulfilmentof the requirement for the degree of Bachelors Of Pharmacy course inBharati Vidyapeeth University, Poona College Of Pharmacy, Pune, underguidance of Prof. Mr.S.N.Bhavsar .Date: Dr.Mr.P.R.NalvadePlace: Pune Subject In charge (Market Research, Bharati Vidyapeeth University, Poona College of Pharmacy, Pune) -2-
  4. 4. ACKNOWLEDGEMENT I take this opportunity to express my profoundgratitude towards our principal of Poona College of Pharmacy “DR K.R.MAHADIK” for providing inspiration, patronizing affectionate guidance andmoral support during my graduation. My sincere regards to vice principal“Dr.SUNIL DHANESHWAR” for his active support and making facilitiesavailable for my project work and for their constant encouragementregarding completion of work. I express my gratefulness towards my guide“Mr.S.N.BHAVSAR, Dr.Mr.P.R.NALVADE” who’s excellent guidance anddedicated efforts made me think upon and understand a number ofproblems and solve them sincerely, his keen interest and encouragementserves as a constant support and inspiration during the course of the entireproject. Last but not the least I would like to thank myFamily and Friends, for their unconditional support and guidance towardsthe completion.Mr.KANDHARE A.D. -3-
  5. 5. INDEXCHAPTER.NO. CONTENTS PAGE NO. 1. Exclusive synopsis 5 2. Introduction To Market Research Process 6 3. Operational Aspect of Market Research 12 4. General Introduction to Drug Store Outlets 13 5. Infrastructure of Mall Pharmacy Drug Store 16 6. Store Choice Behaviour of Indian Shoppers 18 7. Customer Care 20 8. Various Discounts Offered By Mall Pharmacy 22 9. Merits & Demerits of Mall Pharmacy 24 10. Questionnaire 27 11. Analysis of Data 50 12. Conclusion 52 13. Bibliography 53 -4-
  6. 6. EXCLUSIVE SYNOPSIS Title of project: “Through a light on pharmacy as a part of Mall culture &their economical viabilities with emphasis on consumer psychology.” Objective of project: 1. To understand the psychology of the consumer towards Mall pharmacy drug stores. 2. To understand the Viability of the consumer in Mall pharmacy. 3. To study the storage structure & pricing structure of medicine in mall pharmacy. Scope of project: 1. To analyse the service provided by the mall pharmacy dug store. 2. To analyse the existence market of the Medicines in mall pharmacy drug store. 3. To assess potential for launching of a new drug in mall pharmacy structure. 4. To analyse the competition of the product in mall pharmacy drug store. -5-
  7. 7. INTRODUCTION TO MARKET RESEARCH PROCESS Market research involves systemic design, collection,analysis and reporting of data and findings relevant to a specific marketingsituation facing the company. A sound marketing research process involves defining theresearch objectives, developing the research plan, collecting theinformation, analysing the information, presenting the findings and makingthe decision. TYPE OF MARKET RESEARCH: Market research technique comes in many forms, including:1. Testing market: A small scale product launch used to determine the likelyacceptance of product when it is introduced into wide market.2. Buyer decision processes research: To determine what motivates people to buy and what decisionmaking process they use.3. Concept testing: To test the acceptance of a concept by target consumers.4. Demand estimation: To determine the app. level of demand for the product -6-
  8. 8. 5. Segmentation research: To determine the demographic, psychographic, and behavioural characteristics of potential buyers.6. Advertising research: Used to predict the copy testing or track the efficacy ofadvertisements for any medium, measured by the ad’s ability to getattention communicate the message, build the brand’s image and motivatethe consumer to purchase the product or service.7. Distribution channel audits: To assess distributor’s and retailer’s attitude4s toward aproduct, brand, or company.8. Store audit: To measure the sales of a product of product line at astatistically selected store sample in order to determine market share, or todetermine whether a detail store provides adequate service.9. Positioning research: How does the target market see the brand relative tocompetitors? what does the brand stand for?10. Brand equity research: How favourably do consumers view the brand? -7-
  9. 9. 11. Brand name testing: What do consumers feel about the names of the products?12. Price elasticity testing: To determine how sensitive customers are to price changes.13. Customer satisfaction studies: Exit interviews or surveys that determine a customer’s levelof satisfaction with the quality of the transaction.14. Sales forecasting: To determine the expected level of sales given the level ofdemand. With respect to other factors like advertising expenditure, salespromotion. Steps involved in market research process Defining the Problem & Research Objectives Developing the Research Plan Collecting the Information Analysing the Information Presenting the Findings Making the Decision -8-
  10. 10. 1. Defining the Problem & Research Objectives: The first step in research calls for defining the problem carefully and setting research objectives. This gives the research a direction and meaning. It may also help in reducing expenditure by getting only the required information & preventing excess unwanted data load for analysis. 2. Developing the Research Plan: Marketing research calls for developing the most efficient plan for gathering the needed information. - Field survey: collection of primary data from doctors, chemist, patients - Exploratory Research: search for secondary data Type of Research Design Research Design Exploratory Research Conclusive Research Search for Survey of Case study Descriptive ExperimentalSecondary data Expert opinion method Research design Statistical method Multiple Like conjoint analysis cases -9-
  11. 11. 3. Data Sources: Data can be of two types: Primary data & Secondary data i. Primary data: a. Research instrument: - Questionnaires for doctor - Questionnaires for chemist - Questionnaires for patient b. Contact method: - Mail - Telephone - Personnel interviews ii. Secondary data: a. Books & magazines like - Government publication: Reserve bank of India, National sample survey - Non government publication: ORG marg, pathfinders - International publication: International trade centre b. Internet sources Sample size: - Total number of doctors: 9 - Total number of chemist: 22 Break up of chemist: Category Number of chemist Chemist in Mall pharmacy 10 Chemist in retail drug store 12 - Total number of consumer: 25 Break up of consumer: Age Number of consumer 20-55 17 Above 55 8 - 10 -
  12. 12. 4. Research Approaches: Deciding the correct research approach is essential in asuccessful market research. The survey research model was chosen in thiscase, as the type of research was descriptive. Survey research is best suitedfor this type. It includes: Observational Research Focus group Research Survey Research Behavioural data Experimental Research5. Collecting the Information: The data collection was done based on the above plan. Theselected doctors, chemists and consumer visits helped to get the requiredinformation. The data collected from consumer was arranged properlybefore analyzing.6. Analysing the Data: The information gathered is tabulated, organized and withhelp of sound statistical techniques, and analyzed with great care. Limitation of study:1. It can’t be assure that data has high degree of precision & accuracy.2. The information collected is dependent on attitude, preference &perception of chemist & consumer. Hence, this opinion can’t be assumed tobe as bias. - 11 -
  13. 13. OPERATIONAL ASPECT OF MARKET RESEARCH Location Analysis Price Report Marketing Analysis Plans Domestic/ Research International Analysis Competitors MARKET Report RESEARCH Target Identify Market Analysis Trends SWOT Competitive Analysis Analysis ReportA list of questions that can be answered through market research : Which needs of the consumer are important? Are these needs being met by mall pharmacy drug store? What is the consumer opinion about the mall pharmacy drug store? What are service that provided by the mall pharmacy dug store? How the competition of the product occurs in mall pharmacy drug store? - 12 -
  14. 14. GENERAL INTRODUCTION TO DRUG STORE OUTLETS There are various types of drug store outlets.Traditionally India had only retail stores few years back but according tothe latest trends India is a following the mall cultures. Basically there arevarious types of drug store outlets and those are as follows: Hospital pharmacy Retail stores pharmacy Mall pharmacy Guardian pharmacy Township pharmacy Hospital Pharmacies : They catered mainly to the requirements of patients admittedin the hospital. They were housed in the hospital building and dispense alim. number of medicines. The average size of such stores is 150-200 sq. ft Retail Stores/Standalone stores: The second category of stores, near the residential areas,provides the benefits of proximity to consumers. Some of these storesoffered home delivery. The target customers of the store were theeducated middle and upper class households Malls/Shop-in-shops : The biggest advantage, most retailers’ say, of having in-storeoutlets at supermarkets or departmental stores is the fact that popularityof either brand rubs off on the other. - 13 -
  15. 15. For e.g. 1. MedPlus Health Services: Hyderabad based pharmacy chain, MedPlus was launched in 2006 currently operates more than 500 stores in Andhra Pradesh, Maharashtra, Karnataka, TamilNadu, etc. 2. Tulsi: Tulsi is a pharmacy retail chain of Future Group. Most of the Tulsi outlets are located in Big Bazar. Future Group currently has over 35 Tulsi outlets across the country. 3. Subhiksha: The branding strategy for this retail store was low-cost and no-frills, i.e., a reliable and trustworthy store that has the lowest prices. It focused on building long-term relationships with its customers by giving them a lifetime of value and savings. Townships: Many pharmacy chains are planning to set up their pharmacychain in townships. Apollo is planning to set up Medicity near Pune. Apollohas signed an agreement with Hindustan Construction Co. (HCC) to set upthe medicity inside the upcoming project named Lavasa near Pune. The organized pharmacy retail market is dominated by bigindustrial houses like Ranbaxys (Fortis), Pantaloon (Tulsi), Reliance Retails(Reliance Health and Pharma) and Subhiksha as well as health care playerslike Apollo Hospitals Groups (Apollo Pharmacy), Zydus Cadillas (Dial forHealth), Sagar Drugs & Pharmaceuticals (Planet Health), ), GuardianLifecares (Guardian Pharmacy),Religare(Genuine medicine),etc. - 14 -
  16. 16.  Modes of Operation: 1. Company Managed Stores - Company owned pharmacy outlets are owned and manage by company itself. Major pharmacy chains in India like Fortis, Apollo, Alchemist, Subhiksha and Dial for Health have their own pharmacy chains. 2. Franchisee - Medicine Shoppe, MedPlus, Medicine Shoppe operates through the model of franchisee stores in India. GENUINE DRUGS: 1. These stores dispense genuine drugs that are branded and reliable. 2. Customers have absolutely no chance being deceived, like in many retails outlets where the pharmacist dispense a substitute to prescribed drug of local brand and says “both are same drugs”. 3. These stores do not dispense expired drugs while the retail stores sometimes do. 4. Packaging having minor defects (deformed bottles, minor broken blister pack, etc.) is kept as rejected goods in mall pharmacy and is not dispensed, while these defects do not matter in many retail outlets. - 15 -
  17. 17. INFRASTRUCTURE OF MALL PHARMACY DRUG STORE Retail pharmacies are waiting to take off. The potential ishuge and the scenario is similar to what happened in traditional retail.Nobody thought that people would want to go and buy everything fromone place like Big Bazaar, Pantaloons and Shoppers Stop. Similarly, things are slowly changing in the pharma retailspace. Today, retail chains like Apollo, have an all-India presence through300 odd outlets. The growth rates of other chains like Medicine Shoppe,and Guardian Pharmacy, Religare (Genuine medicine) chain arephenomenal as they are adding three-four outlets every month. There is clearly a consumer-driven requirement forpharmacy chains. Consumers want to ensure that the medicines that theybuy are not fake or spurious. In addition to counterfeiting, it is also thelocation that is an important issue. Traditionally, chemists or pharmacistshave adopted a neighbourhood centric model, where consumers typicallygo and get medicines from the same neighbourhood shop. Hence,convenience of location will be an important success factor for retailpharmacy chains. Other factors, such as good bargains, discounts,ensuring the quality of medicines and avoiding retail substitution will alsoensure the growth of retail chains. All India Chemists and DruggistsOrganization (AICDO), which for decades has been fighting to protect theirbusiness interests, by registering itself as a company. - 16 -
  18. 18. The pharmacy trade in the country generates anestimated business of Rs. 32,000 crore, apart from about Rs. 18,000 addedby hospital pharmacies and exports. Almost all the chemists beside sellingallopathic medicines also offer OTC and alternate medicines, surgicals,rehabilitation aids and body care products like soaps, tooth pastes, hairoils, shampoos, cleansing lotions and neutraceuticals, among others, forsale which according to rough estimates generate an additional turnover ofabout Rs. 15,000 crore. Apollo is ramping up its present network of over 120pharmacies to 1,000 pharmacies by 2009. Fortis, healthcare services arm ofthe pharma giant Ranbaxy Group, which has set aside Rs. 800 crore will rollout 1,000 pharmacies in 400 towns, within a couple of years. 250 of thesewill go on stream during the current year, itself. Ambani brothers are also now entering in thepharmacy business. While, Anil Ambani owned Reliance Health Venture hasset aside Rs. 1,200 crore for investment in pharma retailing, elder brotherMukesh Ambani is on the verge of buying a generic drug manufacturingcompany to meet the requirement of pharmacies to be set up withinReliance Retail outlets. - 17 -
  19. 19. STORE CHOICE BEHAVIOUR OF INDIAN SHOPPERS Store Choice and customer support has been widely studiedacross the world. There is still a vast scope for work as the retailingenvironment has been changing rapidly leading to changed shopperexpectations for choice set of stores. The present project is an attempt to understand the storechoice behaviour of the shoppers. It was found few studies in India whichare in the public domain. The primary motivation behind this study was toidentify major drivers behind choice of stores for various shopping needs asexhibited by a typical Indian consumer today.1. The primary reasons for choosing a store are convenience and Trade ofproduct. Store surrounding being other reasons.2. The shoppers would like to minimize the effort of shopping by reducingeither the travel time or the time spent in the shop.3. Men give more prominence to nearness in time. Women tend to tradethis off with merchandise offered by the store. They also are more regularbuyers of the store.4. Facilities are more important is cases where the shopper spends moretime within the store.5. Brand spread in the product is attached more important in stores thatstores the preferred brand but also gave an opportunity to look at otherbrands. - 18 -
  20. 20.  Literature Review on Store Choice: Store choice is classified in literature as primarily as anawareness process. Store choice behaviour of the shoppers has been foundto be similar to brand choice. The only difference being the importance ofthe spatial dimension. A store is chosen based on the self-confidence that thecustomer has regarding the store about the nature and quality of productand service he would receive. Store choice to be also dependent on socio-economicbackground of consumers, their personality and past purchase experience.Elderly customers behave differently from younger ones in terms of thetype of there treatment by pharmacist. Store choice is a dynamic decision and can beconceptualized as a problem of deciding when and where to shop. The firstdecision is the traditional store location choice problem. The second is theshopping trip incidence problem relating to the timing of shopping trips.The two decision processes are correlated. The choice of a store is affected by the brand beingbought as well as the personal values that the shopper protect hence; ashopper with high personal gratification value would attach moreimportance to store status than a self-reliant intellectual type shopper. - 19 -
  21. 21. CUSTOMER CAREPatient counselling: Speaking of Professional Expertise, there is a lotthat is contributed by a Doctor or a Healthcare Profes sional.Counselling is not just an act but also an art that needs to betrained for and practiced well. Patients suffering from variouschronic diseases are always looking for moral support. Most of them being senior citizens, who are livingalone, and are just looking for someone who would listen to them,comfort them, bring them out of their depression. Make thembelieve, that they are not dependant or helpless. Counselling is method of regenerating confidence,hope and contributing towards the well being of an individual.  There are registered pharmacists available/appointed in the mall pharmacy to assist the customer.  They counsel patient regarding dosage and timing.  They teach patient to take dugs on time and make aware of side effect of the missed dose or administer of drugs without schedule.  They also inform patient about the contraindications i.e. some drugs are contraindicated with either other drugs or some type of foods like bitter food or food products containing tyramine etc  They also guide patient regarding the missed dose. - 20 -
  22. 22.  They guide illiterate person regarding the special precautions to be taken during the dosage and the note written on the bottles (example: shake well before use, keep away from light/direct sunlight etc.) They are polite and concerned regarding the wellbeing of the patients. They also providing various discounts for employees who are works in various organisations like TATA motors employees, government employees. There are many facilities for storage of data like Patient Medication Record (PMR), Drug storage record, etc. They also provide the home delivery services for the customer. - 21 -
  23. 23. VARIOUS DISCOUNTS OFFERED BY MALL PHARMACY Roll & Win: On purchase of Rs.500/- worth of products you get achance to roll a dice, your dicopunr percentage will be numberdisplayed on the dice. You get further discounts on multiplepurchase of Rs. 500. i.e. if you buy for Rs. 1000 you get to roll thedice twice Scratch & Win: On [purchase of above Rs. 299, scratch and winassured discounts Cross promos and discounts: Discounts as large as 25% on Ayur, J & J products. Lucky draw: All our grand openings make you lucky! You just needto purchase worth Rs. 150 and fill a lucky draw coupon and youcould be the proud owner of any thing from a mobile phone to aDVD player. Lucky draws are usually announced at the end of themonth. Highest purchaser program: Highest purchaser of the day gets a special surprisegift from us. - 22 -
  24. 24.  Value added cards: Buy for Rs. 100 or more and get stamped on yourvalue added card. You get Rs. 50 off on your purchase as soon asyou get your fifth stamp. The validity for the same is 3 months. Buy one, get one free: For purchase of Rs. 799 and above at vision Shoppe(link to vision Shoppe) buy one, get one free. SBI tie up: Medicine Shoppe customers who use their SBI debitcard get 5% flat cash discount on purchase. Lots more: Diwali benefits, Holiday Hungamas, WinterDhamaka, Summer Bonanza, Monsoon Mega Dhamaka, SeasonalSchemes and lots more!! Win a free trip to Singapore or Malaysiaor any other exciting place. - 23 -
  25. 25. MERITS & DEMERITS OF MALL PHARMACY Merits of Mall pharmacy: They supply an entire category of products in pharmacy,surgical, disposables, anti-cancer, life saving and general healthcareproducts. These stores are always well stocked and they keep a check onstock so they do not suffer shortage of drugs.1. These stores are manned by competent staff. A knowledgeablepharmacist is always assisting the costumers round the clock.2. The stores are fully computerized. The entire supply chain mechanism iscomputerized hence redundancies are managed effectively.3. The system also discloses expiry date and batch numbers for medicines.This also helps in maintaining the records of total sale and the total stock.Hence it helps to keep a check on stock of drugs.4. They stock drugs according to prescribed temperature standards, therebyretaining their quality and effectiveness on consumption. There is a U.P.Sinverter facility to maintain the power backup to avoid any inconvenience.5. They follow the rules and regulations prescribed by Drugs & CosmeticsAct of 1948 for pharmacy management.6. Various kinds of discounts are there, so more customers are attracted.These discounts are not only for selected or regular customers but allcustomers enjoy the benefits. - 24 -
  26. 26. 7. They provide free home delivery for all customers.8. Under Mall shop system, all purchases for the branches are made by thecentral office. This result in bulk buying which reduces the cost of theproduct.9. There is a considerable increase in sales because majority of branches ofMall shop are located in important localities of the city for the convenienceof the customer.10. The fixed price and standard quality of goods help in winning theconfidence of the customer.11. The shortage of supplies at one branch can easily be met by transferfrom another branch having a surplus stock.12. There is uniformity of window display and shop decoration in all thebranches of Mall shop which makes an easy identification of them.13. In Mall shop system there is a direct contact between producer andcustomer, so the middle mans profit is eliminated.14. In Mall shop sales are made strictly on cash payment. So there ispractically no loss due to bad debts.15. Mall shops are under the control of head office which follows uniformpolicies in regard to all important matters. - 25 -
  27. 27.  Demerits of Mall pharmacy:1. In India infrastructure of mall pharmacy is still in under developing. Mallpharmacy is not available everywhere like retail outlets; hence customerscannot derive maximum benefits.2. Only selected brands of drugs are available in mall pharmacy. As thesepharmacies are company manage outlets so they dispense drugs that areselected by company managers.3. Due to less awareness of people regarding mall pharmacy selling of drugsis less.4. In mall pharmacy drugs and cosmetics products are kept in differentplaces.5. Mall shop deal in a limited range of product. So the customers do nothave a wide choice.6. The head office of Mall shops is generally located at a far away place, sothere is generally no effective control on the staff working in its branches.7. The owner of Mall shop can’t make personal contact with his customer &the success of the organization depends up on the branch managers. - 26 -
  28. 28. QUESTIONNAIRE FOR DOCTORS Name of the doctor: Qualification: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. Would you like that your patient purchases the medicines from retaildrug store or from Mall pharmacy drug store? Retail Drug Store Mall Pharmacy Drug Store2. Will you come across any incident that pharmacists are ask to change themedicines that you have prescribe? Yes No3. Do you feel that status of mall pharmacy is satisfactory or they requireany improvement? Satisfactory Require improvementIf any modification required then please suggest: -- Thanks you for sharing your views & giving us your valuable time -- - 27 -
  29. 29. QUESTIONNAIRE FOR DOCTORS Name of the doctor: Qualification: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. Would you like that your patient purchases the medicines from retaildrug store or from Mall pharmacy drug store? Retail Drug Store Mall Pharmacy Drug Store2. Will you come across any incident that pharmacists are ask to change themedicines that you have prescribe? Yes No3. Do you feel that status of mall pharmacy is satisfactory or they requireany improvement? Satisfactory Require improvementIf any modification required then please suggest: -- Thanks you for sharing your views & giving us your valuable time -- - 28 -
  30. 30. QUESTIONNAIRE FOR DOCTORS Name of the doctor: Qualification: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. Would you like that your patient purchases the medicines from retaildrug store or from Mall pharmacy drug store? Retail Drug Store Mall Pharmacy Drug Store2. Will you come across any incident that pharmacists are ask to change themedicines that you have prescribe? Yes No3. Do you feel that status of mall pharmacy is satisfactory or they requireany improvement? Satisfactory Require improvementIf any modification required then please suggest: -- Thanks you for sharing your views & giving us your valuable time -- - 29 -
  31. 31. QUESTIONNAIRE FOR CHEMIST Name of the Shop: Name of the owner: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. The OTC drugs are easily assessable on your counter to consumer? Yes No2. Can you provide the home delivery services to your customer? Yes No3. What type of action you will take during the shortage of any medicines inyour drugs store?4. Will you accept any medicines that are return by customer due to someproblems? Yes NoIf No, any difficulty in it: - 30 -
  32. 32. 5. Are there is any scheme or benefits offered on the punches of medicine? Yes NoIf yes, then please specify:6. Are there is any scheme or offered for the senior citizens? Yes NoIf yes, then please specify:Sr. Product Company % margin schemeno. (brands) 1. 2. 3. 4. 5.7. Do you sale any goods or material other than medicine or drug?8. Are there is any facility for data storage of Patient Medication Record?9. Will you give proper counselling to the customer about administration ofmedicines? Yes No10. Do you fill that status of mall pharmacy is satisfactory or they requireany improvement? Satisfactory Require improvementIf any modification required then please suggest: -- Thanks you for sharing your views & giving us your valuable time -- - 31 -
  33. 33. QUESTIONNAIRE FOR CHEMIST Name of the Shop: Name of the owner: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. The OTC drugs are easily assessable on your counter to consumer? Yes No2. Can you provide the home delivery services to your customer? Yes No3. What type of action you will take during the shortage of any medicines inyour drugs store?4. Will you accept any medicines that are return by customer due to someproblems? Yes NoIf No, any difficulty in it: - 32 -
  34. 34. 5. Are there is any scheme or benefits offered on the punches of medicine? Yes NoIf yes, then please specify:6. Are there is any scheme or offered for the senior citizens? Yes NoIf yes, then please specify:Sr. Product Company % margin schemeno. (brands) 1. 2. 3. 4. 5.7. Do you sale any goods or material other than medicine or drug?8. Are there is any facility for data storage of Patient Medication Record?9. Will you give proper counselling to the customer about administration ofmedicines? Yes No10. Do you fill that status of mall pharmacy is satisfactory or they requireany improvement? Satisfactory Require improvementIf any modification required then please suggest: -- Thanks you for sharing your views & giving us your valuable time -- - 33 -
  35. 35. QUESTIONNAIRE FOR CHEMIST Name of the Shop: Name of the owner: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. The OTC drugs are easily assessable on your counter to consumer? Yes No2. Can you provide the home delivery services to your customer? Yes No3. What type of action you will take during the shortage of any medicines inyour drugs store?4. Will you accept any medicines that are return by customer due to someproblems? Yes NoIf No, any difficulty in it: - 34 -
  36. 36. 5. Are there is any scheme or benefits offered on the punches of medicine? Yes NoIf yes, then please specify:6. Are there is any scheme or offered for the senior citizens? Yes NoIf yes, then please specify:Sr. Product Company % margin schemeno. (brands) 1. 2. 3. 4. 5.7. Do you sale any goods or material other than medicine or drug?8. Are there is any facility for data storage of Patient Medication Record?9. Will you give proper counselling to the customer about administration ofmedicines? Yes No10. Do you fill that status of mall pharmacy is satisfactory or they requireany improvement? Satisfactory Require improvementIf any modification required then please suggest: -- Thanks you for sharing your views & giving us your valuable time -- - 35 -
  37. 37. QUESTIONNAIRE FOR CHEMIST Name of the Shop: Name of the owner: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. The OTC drugs are easily assessable on your counter to consumer? Yes No2. Can you provide the home delivery services to your customer? Yes No3. What type of action you will take during the shortage of any medicines inyour drugs store?4. Will you accept any medicines that are return by customer due to someproblems? Yes NoIf No, any difficulty in it: - 36 -
  38. 38. 5. Are there is any scheme or benefits offered on the punches of medicine? Yes NoIf yes, then please specify:6. Are there is any scheme or offered for the senior citizens? Yes NoIf yes, then please specify:Sr. Product Company % margin schemeno. (brands) 1. 2. 3. 4. 5.7. Do you sale any goods or material other than medicine or drug?8. Are there is any facility for data storage of Patient Medication Record?9. Will you give proper counselling to the customer about administration ofmedicines? Yes No10. Do you fill that status of mall pharmacy is satisfactory or they requireany improvement? Satisfactory Require improvementIf any modification required then please suggest: -- Thanks you for sharing your views & giving us your valuable time -- - 37 -
  39. 39. QUESTIONNAIRE FOR CHEMIST Name of the Shop: Name of the owner: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. The OTC drugs are easily assessable on your counter to consumer? Yes No2. Can you provide the home delivery services to your customer? Yes No3. What type of action you will take during the shortage of any medicines inyour drugs store?4. Will you accept any medicines that are return by customer due to someproblems? Yes NoIf No, any difficulty in it: - 38 -
  40. 40. 5. Are there is any scheme or benefits offered on the punches of medicine? Yes NoIf yes, then please specify:6. Are there is any scheme or offered for the senior citizens? Yes NoIf yes, then please specify:Sr. Product Company % margin schemeno. (brands) 1. 2. 3. 4. 5.7. Do you sale any goods or material other than medicine or drug?8. Are there is any facility for data storage of Patient Medication Record?9. Will you give proper counselling to the customer about administration ofmedicines? Yes No10. Do you fill that status of mall pharmacy is satisfactory or they requireany improvement? Satisfactory Require improvementIf any modification required then please suggest: -- Thanks you for sharing your views & giving us your valuable time -- - 39 -
  41. 41. QUESTIONNAIRE FOR CONSUMER Name of the consumer: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. From where you will like to purchase your medicine from retail drugstore or Mall pharmacy drug store?If retail drug store, then why:If Mall pharmacy drug store, then why:2. Would you get the all your required medicines form Mall pharmacy drugstore? Yes No3. From which drug store chemist you will get more respect?Retail drug store Mall pharmacy drug store - 40 -
  42. 42. 4. Will you get any special service from mall pharmacy drug store? Yes No If yes then, please specify:5. Are you face any incident or problem during the retuning of medicines inmall pharmacy drug store? Yes No If yes then, please specify:6. During the purchase of drug, will you get proper counselling aboutadministration of medicines in Mall pharmacy drug store? Yes No7. Do you fill that status of mall pharmacy is satisfactory or they require anyimprovement? Satisfactory Require improvementIf any modification required then please suggest:8. What you feel about the Pharma sector related to the sale of drug is: Profit oriented service oriented9. As per the service provided by the Mall pharmacist, can you please ratethem as per the following scale: Best Poor Better Bad Good Worst -- Thanks you for sharing your views & giving us your valuable time -- - 41 -
  43. 43. QUESTIONNAIRE FOR CONSUMER Name of the consumer: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. From where you will like to purchase your medicine from retail drugstore or Mall pharmacy drug store?If retail drug store, then why:If Mall pharmacy drug store, then why:2. Would you get the all your required medicines form Mall pharmacy drugstore? Yes No3. From which drug store chemist you will get more respect?Retail drug store Mall pharmacy drug store - 42 -
  44. 44. 4. Will you get any special service from mall pharmacy drug store? Yes No If yes then, please specify:5. Are you face any incident or problem during the retuning of medicines inmall pharmacy drug store? Yes No If yes then, please specify:6. During the purchase of drug, will you get proper counselling aboutadministration of medicines in Mall pharmacy drug store? Yes No7. Do you fill that status of mall pharmacy is satisfactory or they require anyimprovement? Satisfactory Require improvementIf any modification required then please suggest:8. What you feel about the Pharma sector related to the sale of drug is: Profit oriented service oriented9. As per the service provided by the Mall pharmacist, can you please ratethem as per the following scale: Best Poor Better Bad Good Worst -- Thanks you for sharing your views & giving us your valuable time -- - 43 -
  45. 45. QUESTIONNAIRE FOR CONSUMER Name of the consumer: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. From where you will like to purchase your medicine from retail drugstore or Mall pharmacy drug store?If retail drug store, then why:If Mall pharmacy drug store, then why:2. Would you get the all your required medicines form Mall pharmacy drugstore? Yes No3. From which drug store chemist you will get more respect?Retail drug store Mall pharmacy drug store - 44 -
  46. 46. 4. Will you get any special service from mall pharmacy drug store? Yes No If yes then, please specify:5. Are you face any incident or problem during the retuning of medicines inmall pharmacy drug store? Yes No If yes then, please specify:6. During the purchase of drug, will you get proper counselling aboutadministration of medicines in Mall pharmacy drug store? Yes No7. Do you fill that status of mall pharmacy is satisfactory or they require anyimprovement? Satisfactory Require improvementIf any modification required then please suggest:8. What you feel about the Pharma sector related to the sale of drug is: Profit oriented service oriented9. As per the service provided by the Mall pharmacist, can you please ratethem as per the following scale: Best Poor Better Bad Good Worst -- Thanks you for sharing your views & giving us your valuable time -- - 45 -
  47. 47. QUESTIONNAIRE FOR CONSUMER Name of the consumer: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. From where you will like to purchase your medicine from retail drugstore or Mall pharmacy drug store?If retail drug store, then why:If Mall pharmacy drug store, then why:2. Would you get the all your required medicines form Mall pharmacy drugstore? Yes No3. From which drug store chemist you will get more respect?Retail drug store Mall pharmacy drug store - 46 -
  48. 48. 4. Will you get any special service from mall pharmacy drug store? Yes No If yes then, please specify:5. Are you face any incident or problem during the retuning of medicines inmall pharmacy drug store? Yes No If yes then, please specify:6. During the purchase of drug, will you get proper counselling aboutadministration of medicines in Mall pharmacy drug store? Yes No7. Do you fill that status of mall pharmacy is satisfactory or they require anyimprovement? Satisfactory Require improvementIf any modification required then please suggest:8. What you feel about the Pharma sector related to the sale of drug is: Profit oriented service oriented9. As per the service provided by the Mall pharmacist, can you please ratethem as per the following scale: Best Poor Better Bad Good Worst -- Thanks you for sharing your views & giving us your valuable time -- - 47 -
  49. 49. QUESTIONNAIRE FOR CONSUMER Name of the consumer: Address: Contact Number: Respected sir / madam, I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ” The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions1. From where you will like to purchase your medicine from retail drugstore or Mall pharmacy drug store?If retail drug store, then why:If Mall pharmacy drug store, then why:2. Would you get the all your required medicines form Mall pharmacy drugstore? Yes No3. From which drug store chemist you will get more respect?Retail drug store Mall pharmacy drug store - 48 -
  50. 50. 4. Will you get any special service from mall pharmacy drug store? Yes No If yes then, please specify:5. Are you face any incident or problem during the retuning of medicines inmall pharmacy drug store? Yes No If yes then, please specify:6. During the purchase of drug, will you get proper counselling aboutadministration of medicines in Mall pharmacy drug store? Yes No7. Do you fill that status of mall pharmacy is satisfactory or they require anyimprovement? Satisfactory Require improvementIf any modification required then please suggest:8. What you feel about the Pharma sector related to the sale of drug is: Profit oriented service oriented9. As per the service provided by the Mall pharmacist, can you please ratethem as per the following scale: Best Poor Better Bad Good Worst -- Thanks you for sharing your views & giving us your valuable time -- - 49 -
  51. 51. ANALYSIS OF DATA ANALYSIS OF DOCTORS QUESTIONNAIRE 9 8 NUMBER OF DOCTORS 7 6 5 4 3 2 1 0 - TOTAL RESPONDED NON RESPONDED DOCTOR RESPOND ANALYSIS OF CHEMIST QUESTIONNAIRE 25NUMBER OF CHEMIST 20 PHARMACIEST IN RETAIL DRUG STORE 15 MALL PHARMACIEST 10 5 0 TOTAL - RESPONDED NOT RESPONDED CHEMIST RESPOND - 50 -
  52. 52. ANALYSIS OF CONSUMER QUESTIONNAIRE 25 AGE ABOVE 55 AGE : 20 - 55NUMBER OF CONSUMERS 20 15 10 5 0 TOTAL . RESPONDED NON RESPONDED CONSUMERS RESPOND MALL PHARMACY RETAIL DRUG STORE Age above 55 (20%) Age : 20 - 55 (28%) Age : 20 - 55 Age above 55 (40%) (12%) - 51 -
  53. 53. CONCLUSION Title of project : “Through a light on pharmacy as a part of Mall culture &their economical viabilities with emphasis on consumer psychology.” Observation : It was found that most of the consumer/customerlikely to by or purchase their medicines from retail drug store than mallpharmacy drug store; although the mall pharmacy provides many facilitiesto consumer . Conclusion : A broad conclusion about store choicebehaviour among consumers indicates that image and perceptionsalong with individual characteristics have significant impact on thefinal outcome. - 52 -
  54. 54. BIBLIOGRAPHY Reference Books:1. “How to do Market Research” by Hague & Johnson2. “Handbook of Market Research technique” by Buin & Hague Websides:1. www.google.com2. www.wikipedia.com3. www.patient.uk.com4. www.aitavista.com5. www.pharmahelpline.com - 53 -

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