This document summarizes a study on consumers' purchasing behaviors toward branded and generic medicines in India. It found that most participants (52.9%) considered price as the main factor influencing their decision to purchase generic versus branded medicines. Physician or pharmacist advice also impacted decisions for 48.6% of participants. While brands played a role, lower prices and equivalent therapeutic effects and availability of generics drove many consumers toward generic options. The study concluded that price, physician/pharmacist recommendations, and generic drug programs significantly guide consumers in India when choosing between branded and generic pharmaceuticals.

1. BRANDED OR GENERIC: THE DILEMMA OF
PHARMACEUTICAL MARKET IN INDIA
Mr. Tejas Khopde
Mr. Vaibhav Admane

2. 2
CONTENTS
1.INTRODUCTION
2.AIM AND OBJECTIVES
3.METHODS
4.RESULT AND DISCUSSION
5.CONCLUSION

3. INTRODUCTION

4. GENERICS MEDICINES
A generic medicine is a pharmaceutical drug that contains
the same chemical substance as a medicine that was firstly
defended by chemical patents Generic medicines are
allowed for trade after the patents on the original
medicines expire. . A generic medicine has the same active
pharmaceutical ingredient (API) as the original, but it may
differ in some characteristics such as the manufacturing
process, formulation, excipients, colour, taste, and
packaging.
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5. Advantages
• Generic medicines are generally less
expensive than brand-name medicines,
which can save patients and healthcare
systems a significant amount of money.
• Generic medicines are approved by
regulatory agencies such as the FDA, which
ensures their safety and efficacy.
Disadvantages
• Some patients may be hesitant to use generic
medicines because they are not as well-
known as brand-name medicines.
• While generic medicines must meet the same
standards as brand-name medicines, there
can still be variations in quality between
different manufacturers. In rare cases, these
variations can lead to negative side effects.
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6. BRANDED MEDICINES
Branded medicines, also known as proprietary medicines, are
medications that are marketed under a specific brand name by a
pharmaceutical company
These medicines are usually protected by patents, which give the
company exclusive rights to produce and sell the medication for a
certain period of time.
The development of branded medicines typically involves extensive
research and development, clinical trials, and regulatory approval
processes before they are introduced into the market.
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7. Advantages
• Branded medicines are typically widely
available and can be found at most pharmacies
and healthcare facilities.
• Branded medicines are often associated with
higher treatment success rates and better
outcomes compared to generic alternatives.
Disadvantages
• Some people may be overly reliant on brand
names and may choose to purchase a branded
medicine even if a generic version is available
at a lower cost.
• Pharmaceutical companies often use aggressive
marketing tactics to promote their products,
which can create unrealistic expectations
among patients and healthcare providers. This
can lead to overuse of certain medicines or
unnecessary prescribing.
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8. CONSUMER BUYING BEHAVIOUR
A consumer is the final user of a purchased product or service and it
can be either an individual or a group of people who purchase goods
and services for personal use
Consumer behaviour is the study of how consumers select, purchase,
use and dispose of ideas, products and services in order to fulfill their
needs and wants. .
A consumer’s behaviour may be either positive or negative
depending on the outcome of their learning and evaluating process
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9. Various Factor Influencing Consumer Behaviour
1. Cultural factors:
The influence of culture on buying behaviour varies from country to country therefore marketers have to be
very careful in analysing the culture of different groups, regions, or even countries. By targeting members of
a specific culture or sub-cultures, businesses can tailor their marketing mix to match the needs and values of
that segment
2. Social factors:
Social factors are among the factors influencing consumers behaviour significantly. They fall into three
categories, reference groups, family, and social roles & status.
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10. • 3. Personal factors:
Decisions and buying behaviour are also influenced by the characteristics of each consumer.
• Lifestyle:
A consumer with a healthy and balanced lifestyle will prefer to eat the organic product and go to specific
grocery stores, will do some regularly (and therefore will buy shoes, clothes, and specific products), etc.
• Economic situation:
If the income and savings of a consumer are high then he will purchase the more expensive product. On the
other hand, a person with low income and savings will purchase inexpensive products.
4. Psychological factor:
The marketer needs to know which people are involved in the buying decision and what role each person plays,
marketing strategies can also be aimed at these people.
Motivation:
Motivation is directly related to the need and is expressed in the same type of classification as defined in the
stage of the consumer buying to increase the sale and encourage the consumer to buy, brands should try to
create, make a conscious mind so that he develops a purchase motivation.
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11. • Perception:
• Perception is the way through which an individual selects, organizes, and interprets the information he
receives to do something that makes sense. Selecting, organizing, and interpreting information in a way to
produce a meaningful experience of the world is called perception.
• Learning:
• Learning is through action. When we act, we learn. The learning changes the behaviour of individuals he
acquires information and the experience.
• Beliefs and attitudes:
• A belief is a conviction that an individual has on something. Customer possesses specific beliefs and attitudes
toward various products.
• Marketers can change the belief and attitudes of consumers by launching special campaigns in this regard.
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12. THE CONSUMER BUYING PROCESS
❖ 5 Essential steps in the Consumer Buying Process
Stage 1: Problem Recognition Stage
Stage 2: Information Search Stage
Stage 3: Evaluation of Alternatives Stage
Stage 4: Purchase Decision
Stage 5: Post-Purchase Evaluation
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13. Stage 1: Problem Recognition Stage:
• This is the initial step in the consumer decision-making journey when a consumer recognizes a need or a want that is
not being fulfilled by any of the existing products or services available.
• It is also defined as a gap between the current state and the desired state from the customer’s perspective.
Stage 2: Information Search:
• Information search is considered the second of five stages that comprise the consumer decision process. During this
stage, a consumer who recognizes a specific problem or needs will then likely be persuaded to search for
information, whether it be internally or externally.
Stage 3: Evaluation of Alternatives:
• . During this stage, consumers evaluate all of their product and brand options on a scale of attributes that can deliver
the benefit that the customer is seeking.
Stage 4: Purchase Decision:
• This is the moment the consumer has been waiting for the actual purchase. Once they have gathered all the facts,
including feedback from previous customers, consumers should arrive at a logical conclusion on the product or
service to purchase.
Stage 5: Post Purchase Behaviour:
• Post-Purchase behaviour is the final stage in the consumer decision process when the customer assesses whether he
is satisfied or dissatisfied with a purchase.
• How the customer feels about a purchase will significantly influence whether he will purchase the product again or
consider other products within the brand repertoire.
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14. AIM AND OBJECTIVES

15. Aim
• The project report aimed to find out the effect of consumers buying behaviour towards generics and branded
medicines.
• The tendency of a consumer to make choices of generics and branded medicines based on of their age,
occupation, and personal choices was studied.
Objectives
• To know the effect of consumers choice of purchasing branded and generic medicines.
• To find out the reasons for purchasing branded and generic medicines.
• To find out the factors or criteria based on which consumers tend to purchase branded and generic medicine.
• To find out how likely people recommend generic over branded medicines.
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16. METHODS

17. Survey design
• The empirical research has been done with a quantitative research method to find answers to the research
questionnaire.
• Exactly seventy people were surveyed using the questionnaire to find out their purchasing behaviour towards
branded and generic medicines.
Survey Area
• 70 respondents were surveyed from various regions of urban and rural areas.
Survey instrument
• A questionnaire was the main device used in the collection of data. Primary data were used. The questionnaire
form was the Google form and contained 14 simple research questions to analyse purchasing behaviour of
consumers towards branded and generic medicines. The questionnaire was structured with multiple-choice
questions.
• The questions were designed to be clear so that respondents can answer quickly and independently, also
elderly people
Statistical Analysis
• Frequencies were calculated and pie charts and bar graphs were performed to evaluate the correlation between
the purchase behaviour and the age, gender, and occupation.
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18. RESULTS AND DISCUSSION

19. Description of the survey population
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GENDER MALE FEMALE
No. of participants 44 26
Table no. 1: Number of participants and gender-wise segregation of the survey
• Altogether 70 participants participated in the survey.
Various age groups were distributed for the study
purpose. 19- 30 and 46- 60 years old individuals were
considered for the study.
• The male participants were more in number as
compared to the female participants in the survey (Refer
to table no. 1).
• The demographical data collected showed that in the
occupational study, 75.4% of individuals were students,
28% belonged to pharmacists, 1.4% were employed,
7% businessman, and 4% were self-employed people
(Refer to figure no. 3).
Figure no. 1: Gender-wise segregation of
participants

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Figure no. 3: Occupation-wise segregation of participants
Figure no. 2: Age-wise segregation of participants

21. • Information about purchasing of generic and branded medicines
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22. • Role of brand in purchase decision
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23. • Role of price in purchase decision
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24. • Factors influence a decision to purchase generic or branded medicine
• Among 70 individuals, 52.9% of individuals selected the price of medicine. While on other hand, 48.6% of
individuals selected physician or pharmacist advice.
• 40% of individuals go for the quality of the drug followed by 32.9% of individuals who selected the
availability of medicines.
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25. • Role of Physician and Pharmacist advice in purchase decision
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26. • Reason to recommend a generic medicine as compared to branded medicine
• According to the survey, 61.4% of participants choose those generic medications that are usually less
expensive than branded medicine on the other hand 35.7% of participants go for the therapeutic efficacy of
generic medicine same as branded medicine and 34.3% of participants said that the availability of generic
medicine is more as compared to branded medicine.
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27. • Role of ‘JAN AUSHADHI KENDRA’
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28. CONCLUSION

29. • The conclusion can be drawn from the survey that participants in the survey were
aware of the use of both generic medicine and branded medicine.
• However, it was found that most Participants get information regarding generic
and branded medicines from pharmacists.
• Also, a majority of participants buy generic medicine over branded medicine for a
particular drug and the reason behind this is the price of medicine.
• After recommendation from physician and pharmacist over a generic and branded
medicine this proves that role of brand, price, advice of physician and pharmacist
and Jan Aushadhi Kendra play an important role in purchasing decision of generic
and branded medicine.
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