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1. Topic: Behavior of Pharmaceutical Consumer and
Consumerism
Submitted to: Ms. Mahpara Laique
Submitted by: Sahrish Jabbar
Roll No.: 02
M.Phil. Pharmacy Practice, 2nd Semester
(Fall, 2022-2024)

2. Who is a consumer?
A person or a group of people or an organization that
is specifically targeted to sell a product or a service of
a company
OR
An individual or group or an organization that pays a
price to use the goods and services of an organization
OR
A person or a group or an organization who is the final
user of the goods and the services produced by a
company.

3. Two consumer entities
Personal consumer Organizational consumer
The individual who buys
goods and services for
his/her own use, for the
use of family member, or
for a friend
A business, government
agency, or other
institution (profit or
non-profit) that buys the
goods, services, and/or
equipment necessary for
the organization to
function

4. Consumer Behavior
• This is the process involved, when Individuals or
groups select, purchase, use, or dispose of
products, services, ideas or experiences to satisfy
needs and desires.
• Also including the consumer's emotional, mental
and behavioral responses that precede or follow
these activities.

5. Background
• Consumer behavior emerged in the 1940s and
50s as a distinct sub-discipline in the marketing
area
• Consumer behavior is an inter-disciplinary social
science that blends elements from psychology,
sociology, anthropology, ethnography, marketing
and economics

7. • It examines how emotions, attitudes and
preferences affect buying behavior
• Characteristics of individual consumers are all
investigated in consumer behavior
• Also the influences from the societal groups on the
consumer are investigated
Why study consumer behavior?
• Unique
• Varied and diverse needs and wants
• Different consumption patterns and consumption
behavior

8. Functions of consumer behavior
• Provide value and customer satisfaction
• Effectively target customers
• Enhance the value of the company
• Improve products and services
• Create a competitive advantage

9. • Understand how customers view their products
versus their competitors’ products
• Expand the knowledge base in the field of
marketing

10. Factors influencing consumer behavior
I. Personal
II. Psychological
III. Social
IV. Cultural
Internal influences
External influences

11. I. Personal factors
₋ Age
₋ Gender
₋ Income
₋ Lifestyle
₋ Occupation
₋ Education
₋ Health Status

12. II. Psychological
₋ Motivation
₋ Perception
₋ Beliefs
III. Social
₋ Family
₋ Friends
₋ Reference groups
₋ Social status

13. IV. Cultural
₋ Values
₋ Beliefs
₋ Customs
₋ Ethical Considerations

14. Consumer buying process
There are six stages involved in this process
1. Problem Recognition (Awareness of need)
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decision
5. Purchase
6. Post-purchase Evaluation

15. Consumer behavior in Healthcare

16. Types of consumer behavior
There are four types of consumer behavior
1. Programmed or routine behavior
2. Limited decision making
3. Extensive decision making
4. Impulse buying

17. Consumerism
• Consumerism can be defined as a social and
economic movement that advocates for the rights
and protections of consumers
• Consumerism is concerned with ensuring that
consumers are protected from harmful products,
unethical marketing practices, and unfair pricing

18. • Impact of consumerism on the pharmaceutical
industry
• Impact of consumerism on the marketing of
pharmaceutical products
• Ethical considerations in consumerism and the
pharmaceutical industry

19. Conclusion
• Health strategies cannot be achieved without a
deep knowledge of consumer behavior towards
health services and factors of its influence.
• there are a number of cultural factors, social,
personal and psychological factors that determine
health care consumer behavior.
• In addition, consumer behavior is the result of
various stakeholders, such as doctors, opinion
leaders, family members or groups to whom the
individual belongs.