CONSUMERS AWARENESS OF THE RETAIL PHARMACEUTICALS
IN TIRUNELVELI DISTRICT
Dr. C. PARAMASIVAN
Assistant Professor & Researc...
under a separate brand name. Expected short-term growth for the two types of drugs has been
20% for bulk drugs and 15% for...
covered. Its main objective is to create a professional standard and ethical code of conduct.
Further its aim is to increa...
It is evident that a majority of respondents belong to male category, their share being
60% of the total respondents. Fema...
purchase. It is inferred that the domination (69.17%) of cash purchase is a healthy trend as for as
the pharmaceutical pro...
price fixed by the retailers is reasonable. Most of the customers are purchasing medicines on
cash basis.

References:
1. ...
CONSUMERS AWARENESS OF THE RETAIL PHARMACEUTICALS
IN TIRUNELVELI DISTRICT
Dr. C. PARAMASIVAN
Assistant Professor & Researc...
under a separate brand name. Expected short-term growth for the two types of drugs has been
20% for bulk drugs and 15% for...
covered. Its main objective is to create a professional standard and ethical code of conduct.
Further its aim is to increa...
It is evident that a majority of respondents belong to male category, their share being
60% of the total respondents. Fema...
purchase. It is inferred that the domination (69.17%) of cash purchase is a healthy trend as for as
the pharmaceutical pro...
price fixed by the retailers is reasonable. Most of the customers are purchasing medicines on
cash basis.

References:
1. ...
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c.paramasivan Consumers awareness of the retail pharmaceuticals in tirunelveli district

  1. 1. CONSUMERS AWARENESS OF THE RETAIL PHARMACEUTICALS IN TIRUNELVELI DISTRICT Dr. C. PARAMASIVAN Assistant Professor & Research Supervisor, P. MARI SELVAM Ph.D (F.T) Research Scholar, Department of Commerce, Periyar EVR College, Tiruchirappalli 620 023. Tamilnadu. Email: pmariselvam1986@gmail.com Cell: 99760 37879 ABSTRACT ______________________________________________________________________________ The “consumers awareness about the retail pharmaceuticals”, convey the following information as the gist. Customer behavior is the major influencing factor in the purchasing pattern of pharmaceutical products. The customers have spent the sizable amount of medical expenditure. This article focused on consumers awareness of the retail pharmaceuticals in Tirunelveli district. ____________________________________________________________________________ Key words: Consumer Awareness , problems, Pharmaceutical products, Industry Introduction The Indian pharmaceutical industry is highly fragmented there are now more than 20,000 domestic manufactures of end-use pharmaceuticals, particularly because of the industry’s low capital requirement and the lack of product patents. Only about 300 of these are in the organized sector. This structure causes intense competition, especially in the bulk drug markets, with profitability falling as demand expands. For value purposes, drugs in India are generally classified into two categories – bulk drugs and formulations. Due to India’s low overhead costs, bulk drugs comprise the largest sector in the country’s pharmaceutical market. India’s bulk drug sector also makes up about 6% of the international bulk drug market. Drug intermediates are used as raw materials for the production of bulk drugs, which are either sold directly or retained by companies for the production of formulations. Formulations can be subdivided into generic drugs and branded or “ethical” drugs, the latter of which are made under process patent and sold
  2. 2. under a separate brand name. Expected short-term growth for the two types of drugs has been 20% for bulk drugs and 15% for formulations. Statement of the Problem The “consumers awareness about the retail pharmaceuticals”, convey the following information as the gist. Customer behavior is the major influencing factor in the purchasing pattern of pharmaceutical products. The customers have spent the sizable amount of medical expenditure. They are using the disease wise allopahty medicines like fever and cold cough, stomach pain and heat-diseases. Most of the customers purchase medicines on the basis of the doctor’s prescriptions are not used. They purchase medicines mostly in regular shops in the oral speech to collect medicine. For a pharmaceutical retailer, it is very difficult to retain the potential buyers. Because, the buyers are scattered according to their convenience of purchasing. In order to keep possession of their sales volume, the retailer has to face a stiff competition in the pharmaceutical sector. Objective of the study The main objective of the study, to identify the consumer awareness to the retail marketing of pharmaceutical products. Methodology This study is an empirical one. The data and other information required for the study were collected from both primary and secondary sources. Primary data were collected from the retailers directly, using a structured interview schedule and the secondary data were collected from various sources of books, journal, articles, magazines and related web sites information from retailers other information pertinent to the study has been collected by means of interviews and discussions with the government officials and Pharmaceutical industries. The Primary data were collected from the wholesale, retail pharmaceuticals and consumer in Tirunelveli district through interview schedules. The secondary data were collected from encyclopedia, retail pharmaceutical merchants. Association reports, and standard books. Scope of the Study The present study covers Tirunelveli district. For the purpose of study, the areas are divided in to rural, semi urban and urban areas. The researcher has interested to study consumer awareness of the retail pharmaceutical products. Regarding marketing of pharmaceutical products, the marketing mix namely 4P’s like Product, Price, Place and Promotion have been
  3. 3. covered. Its main objective is to create a professional standard and ethical code of conduct. Further its aim is to increase the market share by influencing prescriber behavior, increasing script yield and ensuring formulary acceptance. Profile of Consumers Awareness Profile Sex wise classification of respondents Educational Qualification Occupation of the respondents Types of disease wise allopathy medicines Way of purchasing Medicines Preference of Retail shops Opinion about price in regular shop Mode of purchase Source : Primary data Particulars Male Female Total Primary school level High School level Undergraduate Post Graduate Diploma Total Businessmen Professionalist Employee House wife Student Total Fever and cold cough Stomach pain and wounds Diahorrea Heart & specified diseases Total Prescribed by doctors Prescribed by retailers Own induce Total Dispensaries Convenient shop Regular shop Total High Low Reasonable Total Cash Credit Both Total No. of Respondent 72 48 Percentage 60.00 40.00 120 32 30 40 10 8 120 15 8 37 25 35 120 60 40 13 7 120 76 29 15 120 42 24 54 120 16 15 89 120 83 20 17 120 100.00 26.67 25.00 33.33 8.33 6.67 100.00 12.50 6.67 30.83 20.83 29.17 100.00 50.00 33.34 10.83 5.83 100.00 63.33 24.17 12.50 100.00 35.00 20.00 45.00 100.00 13.33 12.50 74.17 100.00 69.17 16.67 14.16 100.00
  4. 4. It is evident that a majority of respondents belong to male category, their share being 60% of the total respondents. Female occupy only 40% of the total respondents. It is inferred that majority (60%) of the respondents belong to male category. They are the dominating category which influence more in buying decision than female category in the study area. It clear that 33.33% of the respondents have studied up to graduation level 26.67% primary school level; 25% - High school level; 8.33% - post graduates and the remaining 6.67% of them are diploma holders. It is inferred that majority of the respondents (33.33%) are graduates. It accounts for 1/3 of the total respondents. It shows that all the respondents are basically educated. It is understood that 30.84% of the informants are employees; 29.17% - House wife; 12.5% - Businessmen and the remaining 6.67% of the respondents are Professionalist. It is observed that the retail pharmaceuticals have in fold the different categories of to customers and a majority of them belongs to the categories of employees (30.83%) and students (29.17%). It is clear the fact that all the respondents are purchased disease wise allopathy medicines. It is found that 50% of them are purchasing the allopathy medicines for fever, cold, cough and head ache; 33-34% are for stomach pain wounds, cuts and burns; 10.83% - for diahorrea and the remaining 5.83% of them are purchasing the medicines for specified diseases, like heart, ulzar, kidney stone and the like. It is focused that 63.33% of the respondents are found to purchase drugs on the prescription of doctor’s; 24.17% - prescribed by retailers and the remaining 12.50% of the informants purchase medicines by means of own inducement. It reveals the fact that 45% if the respondents are purchasing drugs from their regular shops 35% retail shops within the dispensaries and the remaining 20% of them are purchasing drugs in any shops. It clear that 74.17% of the respondents have opined that the price fixed by the retailers of the regular shops is reasonable; 13.33% said that it is – high and the remaining 12.50% of them have opined that price fixed by the retailers is low. It is inferred that most (74.17%) of the respondents feel that the price fixed by the retailers for drugs is reasonable. It reveals that 69.17% of the respondents are interested in cash purchase; 16.67% - credit purchase and the remaining 14.16% of the respondents are found to prefer both cash and credit
  5. 5. purchase. It is inferred that the domination (69.17%) of cash purchase is a healthy trend as for as the pharmaceutical product is concerned it has been proved with the help of the following hypothesis. Hypothesis The formulated hypothesis is that the modes of purchase medicines do not influence the price. For 2 degree freedom @ 5% level is 5.99 the calculated value is more than the table value. Hence the hypothesis is rejected. Result The modes of purchase of medicines influence the price. Findings and Suggestions: As sex is an important element to make the person purchase, the researcher has taken sex wise classification for this study. Out of 120 respondents contacted, 72 of the are males and 48 of them are females. Educational qualification of the respondents analysis reveals that majority of them have studied at the graduate level. The study of occupation of respondents analysis shows that majority (30.83%) of them are employees followed by 29.17% - students, 20.83% housewives, 12.5% business men and 6.67% - Professionalist. Way of purchasing medicines analysis narrates that most of them (63.33%) purchase medicines by means of doctor’s prescription. An analysis of opinion of about the service of retailers depicts that majority (74.17%) of the respondents are satisfied with the service rendered by the retailers. Conclusion The “Consumers awareness about the retail pharmaceuticals”, convey the following information as the gist. Customer behavior is the major influencing factor in the purchasing pattern of pharmaceutical products. The customers have spent the sizable amount of medical expenditure. They are using the disease wise allopahty medicines like fever and cold cough, stomach pain and heat-diseases. Most of the customers purchase medicines on the basis of the doctor’s prescriptions. They purchase medicines mostly in regular shops. The opinion about
  6. 6. price fixed by the retailers is reasonable. Most of the customers are purchasing medicines on cash basis. References: 1. Gandhi, J. C., Marketing 2001, Tata McGraw Hill Company, New Delhi. 2. Gupta S.P. (2001). Statistical Methods. Sultan Chand & Sons, New Delhi. 3. Kothari C.R. (1998). Research Methods. Wishwa Prakasham, Second Edition. 4. Mamoria, C.B., Marketing Management, 1984, Kitab Maha, Allahabad. 5. Nageswara Rao, D., Indian Journal of marketing, pp2-4. 6. Nageswara Rao, D., Indian Journal of marketing, pp 2-4. 7. Paramasivan C. Research Methodology for Commerce and Management. Regal Publication, New Delhi. 8. Philip Kotler, Marketing Management, 1999, Prentice Hall of India Private Limited, New Delhi. 9. Tamil Nadu Chemist, Vol.2, Nov. 2005, p.15-18. 10. Veerappan P.P.L. Tamil Nadu chemist vol.3 June 2002. 11. www.indianfoline.com 12. www.pharmaceutical-manufacturers.com/ pharmaceutical industry 13. www.pharmacutical-manufacturersrs.com /pharmaceutical industry
  7. 7. CONSUMERS AWARENESS OF THE RETAIL PHARMACEUTICALS IN TIRUNELVELI DISTRICT Dr. C. PARAMASIVAN Assistant Professor & Research Supervisor, P. MARI SELVAM Ph.D (F.T) Research Scholar, Department of Commerce, Periyar EVR College, Tiruchirappalli 620 023. Tamilnadu. Email: pmariselvam1986@gmail.com Cell: 99760 37879 ABSTRACT ______________________________________________________________________________ The “consumers awareness about the retail pharmaceuticals”, convey the following information as the gist. Customer behavior is the major influencing factor in the purchasing pattern of pharmaceutical products. The customers have spent the sizable amount of medical expenditure. This article focused on consumers awareness of the retail pharmaceuticals in Tirunelveli district. ____________________________________________________________________________ Key words: Consumer Awareness , problems, Pharmaceutical products, Industry Introduction The Indian pharmaceutical industry is highly fragmented there are now more than 20,000 domestic manufactures of end-use pharmaceuticals, particularly because of the industry’s low capital requirement and the lack of product patents. Only about 300 of these are in the organized sector. This structure causes intense competition, especially in the bulk drug markets, with profitability falling as demand expands. For value purposes, drugs in India are generally classified into two categories – bulk drugs and formulations. Due to India’s low overhead costs, bulk drugs comprise the largest sector in the country’s pharmaceutical market. India’s bulk drug sector also makes up about 6% of the international bulk drug market. Drug intermediates are used as raw materials for the production of bulk drugs, which are either sold directly or retained by companies for the production of formulations. Formulations can be subdivided into generic drugs and branded or “ethical” drugs, the latter of which are made under process patent and sold
  8. 8. under a separate brand name. Expected short-term growth for the two types of drugs has been 20% for bulk drugs and 15% for formulations. Statement of the Problem The “consumers awareness about the retail pharmaceuticals”, convey the following information as the gist. Customer behavior is the major influencing factor in the purchasing pattern of pharmaceutical products. The customers have spent the sizable amount of medical expenditure. They are using the disease wise allopahty medicines like fever and cold cough, stomach pain and heat-diseases. Most of the customers purchase medicines on the basis of the doctor’s prescriptions are not used. They purchase medicines mostly in regular shops in the oral speech to collect medicine. For a pharmaceutical retailer, it is very difficult to retain the potential buyers. Because, the buyers are scattered according to their convenience of purchasing. In order to keep possession of their sales volume, the retailer has to face a stiff competition in the pharmaceutical sector. Objective of the study The main objective of the study, to identify the consumer awareness to the retail marketing of pharmaceutical products. Methodology This study is an empirical one. The data and other information required for the study were collected from both primary and secondary sources. Primary data were collected from the retailers directly, using a structured interview schedule and the secondary data were collected from various sources of books, journal, articles, magazines and related web sites information from retailers other information pertinent to the study has been collected by means of interviews and discussions with the government officials and Pharmaceutical industries. The Primary data were collected from the wholesale, retail pharmaceuticals and consumer in Tirunelveli district through interview schedules. The secondary data were collected from encyclopedia, retail pharmaceutical merchants. Association reports, and standard books. Scope of the Study The present study covers Tirunelveli district. For the purpose of study, the areas are divided in to rural, semi urban and urban areas. The researcher has interested to study consumer awareness of the retail pharmaceutical products. Regarding marketing of pharmaceutical products, the marketing mix namely 4P’s like Product, Price, Place and Promotion have been
  9. 9. covered. Its main objective is to create a professional standard and ethical code of conduct. Further its aim is to increase the market share by influencing prescriber behavior, increasing script yield and ensuring formulary acceptance. Profile of Consumers Awareness Profile Sex wise classification of respondents Educational Qualification Occupation of the respondents Types of disease wise allopathy medicines Way of purchasing Medicines Preference of Retail shops Opinion about price in regular shop Mode of purchase Source : Primary data Particulars Male Female Total Primary school level High School level Undergraduate Post Graduate Diploma Total Businessmen Professionalist Employee House wife Student Total Fever and cold cough Stomach pain and wounds Diahorrea Heart & specified diseases Total Prescribed by doctors Prescribed by retailers Own induce Total Dispensaries Convenient shop Regular shop Total High Low Reasonable Total Cash Credit Both Total No. of Respondent 72 48 Percentage 60.00 40.00 120 32 30 40 10 8 120 15 8 37 25 35 120 60 40 13 7 120 76 29 15 120 42 24 54 120 16 15 89 120 83 20 17 120 100.00 26.67 25.00 33.33 8.33 6.67 100.00 12.50 6.67 30.83 20.83 29.17 100.00 50.00 33.34 10.83 5.83 100.00 63.33 24.17 12.50 100.00 35.00 20.00 45.00 100.00 13.33 12.50 74.17 100.00 69.17 16.67 14.16 100.00
  10. 10. It is evident that a majority of respondents belong to male category, their share being 60% of the total respondents. Female occupy only 40% of the total respondents. It is inferred that majority (60%) of the respondents belong to male category. They are the dominating category which influence more in buying decision than female category in the study area. It clear that 33.33% of the respondents have studied up to graduation level 26.67% primary school level; 25% - High school level; 8.33% - post graduates and the remaining 6.67% of them are diploma holders. It is inferred that majority of the respondents (33.33%) are graduates. It accounts for 1/3 of the total respondents. It shows that all the respondents are basically educated. It is understood that 30.84% of the informants are employees; 29.17% - House wife; 12.5% - Businessmen and the remaining 6.67% of the respondents are Professionalist. It is observed that the retail pharmaceuticals have in fold the different categories of to customers and a majority of them belongs to the categories of employees (30.83%) and students (29.17%). It is clear the fact that all the respondents are purchased disease wise allopathy medicines. It is found that 50% of them are purchasing the allopathy medicines for fever, cold, cough and head ache; 33-34% are for stomach pain wounds, cuts and burns; 10.83% - for diahorrea and the remaining 5.83% of them are purchasing the medicines for specified diseases, like heart, ulzar, kidney stone and the like. It is focused that 63.33% of the respondents are found to purchase drugs on the prescription of doctor’s; 24.17% - prescribed by retailers and the remaining 12.50% of the informants purchase medicines by means of own inducement. It reveals the fact that 45% if the respondents are purchasing drugs from their regular shops 35% retail shops within the dispensaries and the remaining 20% of them are purchasing drugs in any shops. It clear that 74.17% of the respondents have opined that the price fixed by the retailers of the regular shops is reasonable; 13.33% said that it is – high and the remaining 12.50% of them have opined that price fixed by the retailers is low. It is inferred that most (74.17%) of the respondents feel that the price fixed by the retailers for drugs is reasonable. It reveals that 69.17% of the respondents are interested in cash purchase; 16.67% - credit purchase and the remaining 14.16% of the respondents are found to prefer both cash and credit
  11. 11. purchase. It is inferred that the domination (69.17%) of cash purchase is a healthy trend as for as the pharmaceutical product is concerned it has been proved with the help of the following hypothesis. Hypothesis The formulated hypothesis is that the modes of purchase medicines do not influence the price. For 2 degree freedom @ 5% level is 5.99 the calculated value is more than the table value. Hence the hypothesis is rejected. Result The modes of purchase of medicines influence the price. Findings and Suggestions: As sex is an important element to make the person purchase, the researcher has taken sex wise classification for this study. Out of 120 respondents contacted, 72 of the are males and 48 of them are females. Educational qualification of the respondents analysis reveals that majority of them have studied at the graduate level. The study of occupation of respondents analysis shows that majority (30.83%) of them are employees followed by 29.17% - students, 20.83% housewives, 12.5% business men and 6.67% - Professionalist. Way of purchasing medicines analysis narrates that most of them (63.33%) purchase medicines by means of doctor’s prescription. An analysis of opinion of about the service of retailers depicts that majority (74.17%) of the respondents are satisfied with the service rendered by the retailers. Conclusion The “Consumers awareness about the retail pharmaceuticals”, convey the following information as the gist. Customer behavior is the major influencing factor in the purchasing pattern of pharmaceutical products. The customers have spent the sizable amount of medical expenditure. They are using the disease wise allopahty medicines like fever and cold cough, stomach pain and heat-diseases. Most of the customers purchase medicines on the basis of the doctor’s prescriptions. They purchase medicines mostly in regular shops. The opinion about
  12. 12. price fixed by the retailers is reasonable. Most of the customers are purchasing medicines on cash basis. References: 1. Gandhi, J. C., Marketing 2001, Tata McGraw Hill Company, New Delhi. 2. Gupta S.P. (2001). Statistical Methods. Sultan Chand & Sons, New Delhi. 3. Kothari C.R. (1998). Research Methods. Wishwa Prakasham, Second Edition. 4. Mamoria, C.B., Marketing Management, 1984, Kitab Maha, Allahabad. 5. Nageswara Rao, D., Indian Journal of marketing, pp2-4. 6. Nageswara Rao, D., Indian Journal of marketing, pp 2-4. 7. Paramasivan C. Research Methodology for Commerce and Management. Regal Publication, New Delhi. 8. Philip Kotler, Marketing Management, 1999, Prentice Hall of India Private Limited, New Delhi. 9. Tamil Nadu Chemist, Vol.2, Nov. 2005, p.15-18. 10. Veerappan P.P.L. Tamil Nadu chemist vol.3 June 2002. 11. www.indianfoline.com 12. www.pharmaceutical-manufacturers.com/ pharmaceutical industry 13. www.pharmacutical-manufacturersrs.com /pharmaceutical industry

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