1. 1
Information Elements in Quick Response Code of Pharmaceutical Companies in
Mumbai - Content Analysis Study
A Dissertation Submitted as Part Fulfilment of
Master of Arts Degree in Communication and Journalism
By
SANTOSH RAY
To
KISHINCHAND CHELLARAM COLLEGE
Department of Mass Media
(University of Mumbai)
September, 2016 Dr.P.J.Mathew Martin
Mumbai Research Guide
2. 2
CERTIFICATE
This is to certify that Mr.Santosh Ray, a student of Department of Mass Media, K.C. College
completed his final semester dissertation titled ‘Information Elements in Quick Response
(QR) Code of Pharmaceutical Companies in Mumbai - Content Analysis Study’.
.
The dissertation is submitted in partial fulfilment of the requirements of Masters of Arts in
Communication and Journalism (MACJ) programme conducted by the Department of
Communication and Journalism, University of Mumbai.
I have guided him on the topic of research and research methods during the short research
project.
27th
August, 2016 Dr. P.J. Mathew Martin
Mumbai Research Guide
3. 3
ACKNOWLEDGMENTS
I would like to thank my Parents for offering me an opportunity to put my little efforts
in the field of Communication & Journalism, though I humbly admit that there is a long way
yet to walk in the field Communication and Journalism studies.
I am thankful to Prof. Mrs. Manjula Srinivas, HOD, Mass Media Dept.K.C. College
giving me permission to conduct this ‘Information Elements in Quick Response (QR) Code
of Pharmaceutical Companies in Mumbai - Content Analysis Study’
I am deeply indebted to my guide Dr. P.J. Mathew Martin, Adjunct Prof. Department
of Communication & Journalism, University of Mumbai, for his valuable support and
guidance throughout the course and in the short study undertaken.
I am also thankful to Friends for their valuable help during this course and Dissertation work.
27th
August, 2016 Mr. Santosh Ray
Mumbai MACJ II
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DECLARATION
This to certify that the dissertation entitled “Information Elements in Quick Response
(QR) Code of Pharmaceutical Companies in Mumbai - Content Analysis Study” is the result
of my own study undertaken under the guidance of Dr. P.J. Mathew Martin. This research
study has not been submitted earlier to any other Diploma or Degree.
27th
August, 2016 Mr. Santosh Ray
Mumbai MACJ II
5. 5
CERTIFICATE
This is to certify that Master Santosh Ray, a student of Kishinchand Chellaram College,
Department of Mass Media affiliated to Mumbai University, has completed his final semester
dissertation topic titled ‘Information Elements in Quick Response (QR) Code of
Pharmaceutical Companies in Mumbai - Content Analysis Study’.
The dissertation is submitted as part fulfilment of Master of Arts in Communication and
Journalism (MACJ) to Communication and Journalism Department in University of Mumbai
Dr. P.J. Mathew Martin has guided the research on various issues and its research methodology
development process.
I have guided him on various topics, issues and complexities faced during the research project.
27th
of August, 2016,
Mumbai
Mrs Manjula Srinivas Miss Manju Nichani
HOD/Mass Media Dept. Principal
K.C. College, Colaba, Mumbai. K.C. College, Colaba, Mumbai.
Mr. Santosh Ray
Researcher
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ABBREVIATIONS
QR- Quick Response Code
iQR- Identification Quick Response Code
SQRC - Secured Quick Response Code
Apps - Applications
Pg - Page
FMCG – Fast moving consumer goods
SPSS - Statistical Package for the Social Sciences
‘P’ value - Pearson Chi Square Value
‘N’ - Number of Samples
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CONTENT
CHAPTER 1
1.1 Introduction.................................................................................11
1.2 Communication and Its Elements.................................................11
1.3 Communication and Codes...........................................................12
1.4 Content Analysis …………………………………………………….13
1.5 Quick Response Code...................................................................14
1.5.1 Structure of QR Code ……………………………………………..15
1.5.2 Types of Quick Response Code...................................................17
1.5.3 Challenges in Creation of QR Code…………………………….....21
1.5.4 Communication Elements in Quick Response Code……………..22
1.5.5 Significance of QR Code……………………………….................22
1.5.6 Different types of QR Code on different Products………………..23
1.6 Comparison of Quick Response Code with Barcode………………..27
1.7 QR Codes across the Pharmaceutical Product Lifecycle..................28
1.8 Need of the study.........................................................................28
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1.9 Theoretical Framework.................................................................29
CHAPTER 2
REVIEW OF LITERATURE
2.1 Introduction..................................................................................31
2.2 Enhancing User Experience using QR Code....................................31
2.3 Advanced QR Code Based Identity Card.........................................32
2.4 QR code Print advertising...............................................................32
2.5 Rethinking QR code: Analog portal to digital world.........................33
2.6 QR Code Application in a Traceability system.................................34
2.7 QR code and the benefits of using QR Code for Companies.............35
2.8 Information management system using QR Code and cell phone.....35
2.9 QR Codes using mobile phones to deliver library instruction...........36
2.10 Identification of QR Code with Mobile Phones..............................37
2.11 Security of QR Code.....................................................................38
2.12 QR Code for Health Notification Mobile Application.....................38
2.13 Legal Information Management Using QR Codes..........................39
2.14 Essentials of QR Code..........................................................................39
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CHAPTER 3
RESEARCH METHODOLOGY
3.1 Aim.............................................................................................40
3.2 Objectives....................................................................................40
3.3 Research questions.......................................................................40
3.4 Hypothesis...................................................................................40
3.5 Limitations...................................................................................41
3.6 Research Methodology..................................................................41
CHAPTER 4
RESULTS AND DISCUSSION……………………………………….....42
CHAPTER 5
CONCLUSION…………………………………………………………...58
REFERENCES
Appendix
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ABSTRACT
Information plays a vital role in the process of communication between organisation and its
public. In the case of pharmaceutical organizations in order to establish the relationship
between its public about the product information it is significant to identify a space for
communication. Quick Response code provides this vital space for communication in a
limited manner. There are several studies on organizational communication. There are
literatures on the usage of communication space for informing the public. However, there are
very few literature on the usage of by Pharmaceutical organizations. QR codes are
communication space with international standard in a limited space for the usage of public
using technology. Hence a short research study has been undertaken to demonstrate the
information elements in QR Code of Pharmaceutical companies in Mumbai. The information
retrieves from the Statistical Package of Social Science software Version 22 to show data.
The results also demonstrate the kind of patterns as the Information Elements presents in QR
Code.
Keywords: QR Code, Pharmaceutical, Technology, Mobile application, Information
Elements, QR Communication.
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CHAPTER 1
1.1 Introduction
Communication is essential to human interaction and learning. In the process of
communication human being use visual, textual and auditory formats. In addition to these
formats various codes are also use for communication. The code also includes information
and messages. Recently with using technology the information are stored in form of codes
such as Barcode and Quick Response (QR) code. There has been lot of studies done on QR
Code previously in the field of Automobiles, Apparels, Pharmaceuticals, Vineyard, and Foods
etc. However Pharmaceutical companies are growing day by day due to which more medicine
are demanded. The medicine box contains barcode and QR code. The QR Code helps in
tracking and tracing of origin of drugs and also minimising the chances of genuine drugs
being counterfeit. So here the researcher wants to fill the gap in Pharmaceuticals by showing
demonstration through scanning the QR code with the help of mobile application.
1.2 Communication and Elements of Communication
Communication has been defined as the act of giving, receiving or exchanging information,
ideas and opinions so that the message is completely understood by both parties. (Hacker, D.
2003)
To understand the elements of communications we have followed Shannon and Weaver
Model of Communication. The model deals with various concepts like Information source,
transmitter, Noise, channel, message, receiver, channel, information destination, encode and
decode.
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Sender: The originator of message or the information source selects desire message
Encoder: The transmitter which converts the message into signals
Decoder: The reception place of the signal which converts signals into message. A reverse
process of encode
Receiver: The destination of the message from sender
Hence the conclusion states that, the messages are transferred from encoder to decoder
through channel.
1.3 Communication and Codes
Code in communications is a set of symbols and rules for their manipulation by which the
symbols can be made to carry information. Code can be written or spoken language. Codes
are sufficient and actually quite efficient in transmission of information (P. Lunde 2009). In
communication and information process, Code is a system of rules to convert information
such as letter, word, sound, image or gesture into another form or representation, sometimes
shortened or secret for communication through a channel or storage in a medium.
The process of encoding converts information from a source into symbols for communication
or storage. Decoding is the reverse process, converting code symbols back into a form that
the recipient of that understands time. One reason for coding is to enable communication in
places where ordinary plain language, spoken or written, is difficult or impossible. In
information theory and computer science a code is usually considered as an algorithm which
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uniquely represents symbols from some source alphabet, by encoded strings, which may be in
some other target alphabet. Codes in communication used for brevity.
1.4 Content Analysis Study
In 1952, Bernard Berelson published Content analysis in Communication Research, which
heralded recognition for the technique as a versatile tool for social science and media
researchers. Some scholars adopted it for historical and political research as well (Holsti,
1968). Content analysis describes a family of analytic approaches ranging from
impressionistic, intuitive, interpretive analyses to systematic, strict textual analyses
(Rosengren, 1981). All approaches to qualitative content analysis require a similar analytical
process of seven classic steps, including formulating the research questions to be answered,
selecting the sample to be analyzed, defining the categories to be applied, outlining the
coding process and the coder training, implementing the coding process, determining
trustworthiness, and analyzing the results of the coding process (Kaid, 1989).
This research method is used to analyze the Information elements presented in QR Codes of
Pharmaceutical companies in Mumbai through 44 Samples. It also determines the patterns
and types of elements available in QR Code. The basic idea of the research was to find out
and demonstrate the patterns in presenting the information elements which are encoded in QR
Code used by pharmaceutical organizations. The research method will strongly prove the
information elements present in QR Code of Pharmaceutical Companies in Mumbai.
1.5 Quick Response Code
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A QR Code is a two-dimensional barcode that means that it is scanned in two directions that
is vertical as well as horizontal. QR Code enables stores more data than one dimensional
barcode that illustrates the QR Code requires a more sophisticated reader. (Winter, 2010) QR
Code is defined by the ISO/IEC 18004 industrial standard. Nevertheless, QR Code is created
and protected by the Japanese company Denso Wave in 1994. The main objective of QR
Code development is encoding and reading easily for user. (Beker, 2011) Denso Wave
announced QR Code is released to the world in 1994 whereas Denso Wave retains the patent
right of the QR Code. In accordance with the intent of developers, from the beginning of QR
Code development, it could be used by as many people as possible. Under this circumstance,
QR Code can grow into “public code” used by individuals and enterprises without cost and
do not worry about the potential problem. QR is the abbreviation of quick response, the aim
of the QR is expressing the development notion of QR code, which means emphasizing on
the high-speed reading. (Denso Wave, 2014)
Today, QR Code obtains central commercial popularity thanks to mobile technology. In
2001, the penetration ratio of mobile devices is 15.6%, until 2010, the penetration ratio of
mobile devices increases to 74.9% globally. (Narang & Jain, & Roy 2012, cited by Cata &
Patel & Sakaguchi 2013.) QR Code can be read by almost all mobile phones in Japan. South
Korea is similar to Japan, Europe is catching up, and the United State is comparatively new
to the game. Thanks to the iphone, Google’s Android operation system, and Windows
Mobile phone, and Nokia’s phones all provide Internet access and camera, because they have
the ability to scan and decode QR Code. (Winter, 2010) The QR Code serves as a bridge
which links the virtual and real world to digital domain is altering the method of marketing.
Additionally, the QR Code also offers an opportunity to Interact with consumers and attract
consumer with their brand. Previous research and investigation statistics brand needs an
appropriate implementation of marketing campaign to create consumers awareness via QR‟
Code. There are two cases of QR Code implementations are applied to demonstrates two
frameworks. One of the frameworks is the marketing strategies in accordance with the layer
of product or service involvement. Another one is the marketing communication system used
(Cata, Sakaguchi 2013).
At present, QR Code is becoming an increasingly standard way when communicating with
potential customers via print media in most countries. QR Code is being located on e.g.
stickers, booths, business cards and advertisement vehicle. When an audience of tradeshow
walks past a booth and the QR Code catches audience attention. And the audience use self
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smart-phone to scanning the QR Code, the QR Code will automatically link to the company’s
webpage. The audience will clear the detail information of the company. (Weir, 2010) The
reason why use QR Code is that QR Code is new and unique. In addition, QR Code can
immediately connect people to virtual environment of information and entertainment. In
addition, convenient and fast features of QR Code also attract people to use it. Besides, QR
Code can send information to the mobile phone instantly, whatever someone’s location.
(Winter, 2010)
1.5.1 Structure of QR Code
All QR barcode have square layout made up of equal spaced square modules. Depending on
the size of the QR code a certain number of finder patterns are included in the code to aid in
scanner decoding. The standard specifies 40 versions (sizes) of the QR code from the
smallest 21x21 up to 177x177 modules in size. Examples of two basic QR code:
A small sized QR Code (version=2) A medium sized QR code (version=13)
Depending on the actual data there are several compaction schemas that can be used in order
to achieve the greatest possible compression. The standard specifies four different principal
schemas, Numeric, Alphanumeric, Binary and Kanji.
The application depends on the user, of the library may chose to either select a fixed
encodation mode or let the library automatically chose the most efficient encodation method.
It is usually best to let the library automatically select a combination of encodation schema
that will give the smallest possible symbol size (JpGraph Manual).
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The maximum capacity for QR codes dependent on the encodation schema (using the lowest
possible error correction overhead) is given in:
QR Data capacity
Encoding mode Maximum capacity
Numeric 7089 digits (Datamatrix=3116)
Alphanumeric 4296 characters (Datamatrix=2335)
Binary 2953 (Datamatrix=1555)
Kanji 1817 (Datamatrix NA)
The exact number of characters that can fit in a QR symbol depends on the actual encoding
(or compaction) schema used. In short this is used to more efficiently encode ASCII
characters to fit more data into a fixed number of bytes. For example if only numeric data is
to be encoded then instead of using one byte to hold each digit three digits is stored in 10 bits.
Which gives the equivalent capacity those 12 digits takes only 5 bytes to encode.(chapter 27,
JpGraph)
1.5.2 Types of Quick Response Code
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In agreement with the Chart, there are six types QR Code e.g. Model one, Model two,
Micro QR Code, IQR Code, SQRC and LogoQ. (Denso Wave, 2014)
QR Code Model one and Model two
Model one is the primary QR Code and it enables encode 1,167 numerals and its highest
version being 14. Model two is the edition of Model one promotion, thus Model two can be
read smoothly even though it is distorted in some way. Model two can store more than 7,089
numerals with its maximum version being 40. (Denso Wave 2014)
Micro QR Code
A traditional QR Code has three finder patterns which are placed on the three corners of the
QR Code image. Compared with the traditional QR Code, Micro QR Code has merely one
finder pattern for positioning. On the other hand, a normal QR Code needs no less than
four-module wide margin within a symbol. Nevertheless, Micro QR Code only requires a
two-module wide margin. Under this circumstance, Micro QR Code permits printing in areas
smaller than QR Code. (Denso Wave 2014)
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In fig: The symbol of Micro QR Code and QR Code. (Denso Wave 2014)
The Micro QR Code feature and the QR Code feature in detail. In accordance figure 5, the
Micro QR Code has a finder patterns, whereas QR Code has three finder patterns. Moreover,
the Micro QR Code’s wide margin is smaller than QR Code.
Furthermore, for the capacity of data storage and the size of code, the data can be stored by
Micro QR Code in less than 35 numerals data. Micro QR Code not only enables to encode
data more efficiently than the regular QR Code, but the size of Micro QR Code also does not
need to be made much larger when the numbers of data stored rising. In addition, the
standardization of Micro QR Code is made publicly available similarly to QR Code. (Denso
Wave 2014.)
iQR Code
IQR Code is a matrix-type two dimensional barcode and its position and size is read easily.
Using IQR Code can be generated more extensive two dimensional barcode.
The new two dimensional barcode can be smaller than the normal QR Code and Micro QR
Code. Moreover, the new two dimensional barcode also can be a large size two dimensional
barcode. Furthermore, IQR Code is able to printout as a rectangular code, and IQR Code
supports for turned-over code, black-and-white inversion code and dot pattern code. IQR
Code permits a wide range of applications in several fields. Because IQR Code can be
generated as rectangular modules, IQR Code enables replace the one dimensional barcode.
IQR Code can maintain the codes readability while it printed on cylindrical products, even
though square modules are difficult to print on cylindrical. (Denso Wave 2014.)
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In Fig: The rectangular modules of IQR Code (Denso Wave, 2014)
In agreement with figure 6, IQR Code has different size of version. Additionally, IQR Code
can instead one dimensional code to printout on product.
IQR Code can store more information than the ordinary QR Code. If the size of symbol is
same, compared with the ordinary QR Code, the IQR Code capacity of storing information
increases to 80% regular QR Code. If the same amount is stored, an IQR Code can be made
30% smaller than the regular QR Code. (Denso Wave, 2014)
In Fig: Comparison of regular QR Code and iQR Code (Denso Wave 2014)
The size of IQR Code reduces when IQR Code has same amount data as traditional QR
Code. Moreover, Figure 7 displays IQR Code possesses high data capacity. When the
characters are all numerals, the highest version of QR Code can be stored 7,000 characters.
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By contrast, the number of characters that IQR Code can be hold in its biggest version is
approximately 40,000. (Denso Wave 2014)
Besides, IQR Code has high restoration capability which is higher than traditional QR Code.
The QR Code error correction highest level is recovered no more than 30% of error in a QR
code. However, compared with the QR Code, the error correction level of IQR Code is
improved to 50%. (Denso Wave, 2014)
Secured Quick Response Code (SQRC)
SQRC is a particular QR Code and it is embedded into reading restricting function. The
SQRC concentrates on private data storing and internal data of enterprise managing,
nevertheless, this function does not ensure securing of coded data. The aspects and properties
of SQRC are similar to the traditional QR Code. In addition, SQRC can be locking up of
encode data, merely specific scanners can read it. Besides, data for SQRC includes public
segment and private segment, different layer of information can be stored in one SQRC.
(Denso Wave, 2014).
Logo Q
A new style of QR Code is LogoQ which combines a QR Code with a picture. LogoQ is
designed for the sake of boosting the recognizable ability of vision. (Denso Wave, 2014)
In Fig: The sample of LogoQ
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It displays that colourful combination guides people easy to understand the code base on
personal intuition. Because of LogoQ is used an exclusive logic in generating, it possesses
design ability and readability. What is more, Since LogoQ has highly designable feature and
it is different from the ordinary QR Code. (Denso Wave, 2014)
1.5.3 Challenges in creation of QR code
To create a QR Code we will need to access a QR Code generator then enter the required
information. The output is an image file which can save to our computer. There are a number
of freely available QR code generators including Kaywa and i-nigma. An effective QR code
should generally be a maximum of 40 – 80 characters (more characters cause the image to
degrade), black and white and a minimum of 2cm wide. Currently not all mobile devices
have the capacity to include a QR code reader and there are also issues regarding cost and
speed of access to networks. QR codes have a limited number of characters and use is
currently limited to one action per code (Ukolon, 2013).
QR Codes have great potential within learning and teaching, for example by linking to online
resources and allowing user interaction. They are also a great tool for linking information to
locations and objects, for example in museums or through the creation of treasure trails. The
QR Codes offers many ideas for uses. They can also be used in conjunction with other
services (such as a library catalogue) or as a marketing aid by putting onto posters, t-shirts
etc. They are very cheap to produce. In December 2008 Pepsi became the first high-profile
consumer brand to use QR codes.
1.5.4 Communication Elements in Quick Response Code
QR codes storing addresses and URLs may appear in magazines, on signs, on buses, on
business cards, or on almost any object about which users might want information. Users
with a camera phone equipped with the correct reader application can scan the image of the
QR code to display text, contact information, connect to a wireless network, or open a web
page in the telephone's browser. QR codes also may be linked to a location to track where a
code has been scanned. Either the application that scans the QR code retrieves the geo
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information by using GPS or the URL encoded in the QR code itself is associated with a
location.
QR codes can be used on various mobile device operating systems. These devices support
URL direction, which allows QR codes to send data to existing applications on the device.
Many paid or free apps are available with the ability to scan the codes and hard-link to an
external URL. (CorMolenaar, 2013) QR codes can be used to log in into websites: a QR code
is shown on the login page on a computer screen, and when a registered user scans it with a
verified Smartphone, they will automatically be logged in. Authentication is performed by the
Smartphone which contacts the server.
1.5.5 Significance of QR Codes
In this context, (AA Wara 2011) the authors consider a shopping process where the customers
are required to track and locate their choice of products by scanning the QR code tagged on
every product item. The information revealed upon scanning the code include the floor map
of the store showing the product location, the available product quantity, product description,
discounts and promos, various colours and or sizes available as may be required by the
customer.
However, this will require a code reader application pre-installed on the customer’s mobile
device or tablet, and internet connection that will link the device to the retailer’s online
catalog system enabling the user to harness real time information about a particular product.
This also measures up with the fact that most shopping malls have experienced scale
expansion having abundant goods and more variety of wares due to improved living
standards.
1.5.6 Different types of QR Code on different products
Chart number 1.1 TATA Tea and Kissan Jam an FMCG product carries QR Code on the
back side of packet
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Chart number 1.2 Ford motors advertisement seen in Times of India Mumbai edition Pg 12.
The QR code indicates the
detail information about
the products in terms of
Manufacturer, Expiry,
Batch number etc
The QR Code indicates
the product details,
benefits, location of
manufacturer.
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Chart number 1.3 Samsung LCD TV used QR code on the shipper box of the product.
Chart number 1.4 Dabur Honitus, a cough syrup by Dabur carries QR Code on the back side
of the carton
The QR Code indicates Ford Motors
company Profile, branches in different
locations, sale information, executive
contact number etc.
The QR Code indicate the Samsung other
products such as Samsung Refrigerator,
Samsung Microwave, Samsung LED TV,
Samsung Washing machine etc.
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Chart number 1.5 Book My Show, A Movie ticket booking Application uses QR Code
after booking ticket on the application.
Chart number 1.6 Whatsapp, Social network application using QR Code on computer to
open on phone with scanning through mobile application.
The QR Code indicates the show
timing of other upcoming movies,
releasing date, preview of the
movie and booking option link
which allow direct go to the
website for booking tickets.
The QR Code indicates the
Dabur product benefits,
Manufacturing location,
description of the product.
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Chart number 1.7 Nestle KitKat Chocolate using QR Code on the front right corner of the
packet
1.6 Comparison of Quick Response Code with Barcode
Bar codes have become widely popular because of their reading speed, accuracy, and superior
functionality characteristics. As bar codes became popular and their convenience universally
recognized, the market began to call for codes capable of storing more information, more
The QR Code contains Youtube
links which show videos of
Nestle KitKat and other Nestle
products.
The QR code contains
User profile, contacts,
calls and other details.
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character types, and that could be printed in a smaller space. As a result, various efforts were
made to increase the amount of information stored by bar codes, such as increasing the
number of bar code digits or layout multiple bar codes. However, these improvements also
caused problems such as enlarging the bar code area, complicating reading operations, and
increasing printing cost. 2D Code emerged in response to these needs and problems. (Onkar
V, 2013) The creator intended the code to allow its contents to be decoded at high speed.
Unlike the older one-dimensional barcode that was designed to be mechanically scanned by a
narrow beam of light to extract data, the QR code is detected as a 2-dimensional digital image
by a semiconductor image sensor and is then digitally analyzed by a programmed processor.
The processor locates the three distinctive squares at the corners of the image, and uses a
smaller square near the fourth corner to normalize the image for size, orientation, and angle
of viewing. The small dots are then converted to binary numbers and their validity checked
with an error-correcting code.
In fig: Comparison of QR code with Barcode
1.7 QR Codes across the Pharmaceutical Product Lifecycle
The pharmaceutical industry is no stranger to barcodes or QR codes and it is recognizing real
benefits from applying this technology to not only packaging and information delivery of approved
medications, but also during clinical development of new medical products. For marketers, they
make a window to getting additional information about a product or service to consumers without
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taking up valuable packaging space or incurring additional printing costs.
Everyone can scan their medications using their mobile device, providing researchers with accurate
clinical trial medications and supply tracking. This feature is especially useful in the development
of injection-based therapies, enabling researchers to track and manage patient adherence to the
medication schedule of expensive drug and biologics. The use of Smartphone capabilities to bring
trial participants easy to read safety and instructional material and exploring Barcode or QR code
functionality concepts in its state.
QR code applications that prove beneficial to pharmaceutical companies on the other hand of the
product lifecycle, QR codes continue to prove their value, as evidenced by the increasing number of
pharmaceutical companies who are using this practice to offer additional product information on
prescription medication packaging. Since the costs involved with QR coding are minimal and the
benefits are easy to see with the help of technology.
1.8 Need of the Study
The need of the current study is to demonstrate the patterns presented as Information Elements in
QR Code of Pharmaceutical Companies in Mumbai.
1.9 Theoretical Framework
The process of communication has been explained through different models and theories.
Aristotle was among the first to develop a communication model. According to Aristotle, in a
communication event, there are three main elements, the speaker, the speech and the audience.
29. 29
Subsequently, many other experts have developed other models. Shannon and Weaver developed a
model based on technical aspect of communication. In the Shannon and Weaver model of
communication, the encoder is the sender and decoder is the receiver. The same apply in to QR
code, the Information as a communication tool to producer and public. Which means the producer
is an encoder and through QR Code the public is decoder. Theories that apply to this study are as
follow
Shannon and Weaver Model of Communication
Models that can be found on the communication process in literature today are all inclined
on a base where a sender has to exist to send out a message to a receiver. The sender creates a
need/purpose with its communication, chooses a message to send out through the right channel that
can lead to a created need among the audience/receiver.
1. Source: The source is the person (or thing) attempting to share information. The source can be
a living or non-living entity. In this study, the source is the QR Code which conveys a message
regarding the information of the product.
2. Message: A message conveyed by QR Code plays an important role as it connects with its
audiences or the consumer to. The message should have an appeal that will attract consumers to
the product.
3. Encoding: Encoding is the process of assembling the message, information, ideas and
thoughts. Here the producer of the QR Code is an Encoder ensuring that the receiver can
comprehend it.
4. Channel: An encoded message is conveyed by the source through a channel.
5. Decoding: As discussed in Encoding, communication is only successful when it results in
both the source and the receiver understanding the same information. In terms of QR Code the
consumer or public are the decoders as they scanning the QR Code to receive information of the
product.
Visual Communication Theory
Visual Communication is a communication through a visual aid and is described as the conveyance
of ideas and information in forms that can be read or looked upon. Visual communication in part or
30. 30
whole relies on vision and is primarily presented with two dimensional images such as QR Code in
this research. Visual communication is one of the most important ways that people communicate
and share information and gain insight into why it's important. “Visual communication is the
transmission of information and ideas using symbols and imagery. It also explores the idea that a
visual message accompanying text has a greater power to inform, educate, or persuade a person or
audience” (Fahmy, 2014).
To communicating with the image, QR Code needs to be scan and get insight details about what
you are looking for. Through its gesture, the QR Code expresses information visually. Visual aids
of QR Code can play a large role in how the audience understands and takes in information that is
presented. This sign would be universally recognized because the characteristics and meaning of
the symbol are, at a basic level, shared around the world.
CHAPTER 2
Review of Literature
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2.1 Introduction
On QR Code, several research study done before. There are various research studies available on
how QR Code helps companies into marketing and information of the product. Most of the FMCGs
use QR code for information about the product and details. Some companies use QR Code for
advertisement of their product, however very few researches found on Pharmaceutical companies
use QR Code on the medicine box. This research study will fulfil the gaps in part of communication
and information elements in QR Code by understanding the literature review.
2.2 Enhancing User Experience using QR Code
In this research study ‘Enhancing User Experience using QR Code’ (Abdulhakeem,2014)
establishes that the use of QR code in shopping malls can greatly influence fast and efficient
shopping on the part of the customers by enabling them access online real time information about
products by simply scanning product QR code. The illustration featured a prototype system
showing code can be used as an alternative to the normal shopping process in some retail stores.
There by easing off difficulties faced by shoppers while shopping through the use of their
Smartphone and at the same time providing opportunity to harness some of the potentials of both
the QR code technology and their Smartphone. It also promotes customer familiarization of the
shopping mall through floor directions as provided by the system. The system will enable accurate
statistical data report and reliable data mining for the shopping mall on both consumer and product
information. Customers are also given the opportunity to explore the capabilities of their smart
phones. The use of the QR Code technology can help to improve the experience of the users
particularly in the field of retailing.
2.3 Advanced QR Code Based Identity Card: A New Era for Generating Student ID card in
Developing Countries
32. 32
In the paper 'Advanced QR Code Based Identity Card' (Md. Sanaul Haque, Richard Dybowski
2014) implemented QR code with student ID card. The student ID had automated image capturing
facility and other requirements of an ID, due to which there is no need of hand written ID card. The
QR code is attached into ID card of student and personal details can be found by scanning the QR
code with smart phones (downloaded & installed QR reader software).
The advanced QR coded Student ID card was made computerised to increase efficiency and
reducing of error of human being. All records and data were stored in Microsoft SQL Server
management studio express database from which respective data can be deleted and retrieved
easily. The editing details were made flexible as the authority only need to give the required
information and then print ID card with the image of student. The real time video streaming also
added in QR code to introduce those details contains information of student which can be scanned
in a single second using the smart phone.
They believed computerisation of Advanced QR Coded Student Identity Card Generation will not
only reduce the human stress but also improve human stress with the advanced modern QR code
and more possibilities of all things can get free. Getting the modern technologies free is a great
advantage for developing countries as they can introduce the system to their many different
educational institutions. At present in Bangladesh some institutions have started using our system
and get benefitted greatly. QR code is said to be the next generation of barcode and using QR code
with ID card brought positive outcomes.
2.4 QR code Print Advertising: Elucidating Indian Vogue using Content Analysis
In this research paper ‘QR code in Print Advertising’ (Rajendra, 2013) used the content analysis
technique to gain preliminary insights of QR Code based promotion in print advertising. They
scanned the QR Codes from various print advertisements appeared in two India's leading
newspapers which revealed that, apparels is the product category which is predominantly using QR
Codes in marketing promotion. Whereas other categories are also using QR Codes such as home
care products, jewellery, electronics and automobiles for marketing promotion. Content encoded in
QR Codes are totally informational, as all scans led either to a corporate website of the brand being
promoted or to a social networking site.
33. 33
The study was intended a preliminary exploration of the usages of QR Codes in print advertising in
India. QR Codes in advertising are popular in Japan and USA, and are gradually gaining visibility
in India. The study revealed that all major consumer goods marketers in India are deploying a QR
Codes based advertising strategy. The QR Code links the online and offline worlds of promotion
and supports effective as well as creative execution of multichannel marketing.
They also find that majority of QR Code based print advertisements are not linked to incentives.
Looking at the potential of QR Codes in offering both monetary and non- monetary incentives in
extremely creative manners so there is a huge opportunity for linking QR Codes based promotion
with incentives. Doing so may substantially increase advertising effectiveness in terms of gaining
customer attention.
2.5 Rethinking QR code: Analog portal to digital world
In this paper 'Rethinking QR code: Analog portal to digital world' (Seongbok, 2010) introduced a
new view for the applications and the activities using QR codes to access the information for the
objects existing in everyday human environment. The study revealed the fact that just one scanning
action enables the user to access to the corresponding information which is a big advantage for the
small size devices as cell phone.
Giving an example of specific programs that the user access on IPTV, the users often operates the
buttons on the remote controller more than ten times. But the remote controller with the scanning
function and the camera will allow the user to access a specific program by a single scanning
action. Hence the QR code technology to change the whole culture of retrieving and accessing
digital information.
He believed this cultural change will affect to the shape of the current Internet portals and search
engines. Each QR code can be regarded as an ambient media gate to the digital world and define
this concept as the Analog Portal system. The Analog Portal service is targeting the Internet portal
market to tackle the existing portals in a disruptive way. The existing Internet portals have built a
strong monopoly type of positions, and in order to compete with them a disruptive method should
be applied.
34. 34
2.6 A Readability Analysis for QR Code Application in a Traceability system.
In the research study 'A readability analysis for QR code application in a traceability system' (Laslo
2014) The paper presents an example of the proposed traceability system where the QR codes are
used for data tracking and tracing for fruit yogurts based on the recommendations gained through
the readability analysis. The results on a QR code readability analysis on various paper types for
food product packaging. The sample included codes of various contents, dimensions and error
correction levels. Reading of QR codes was performed with newer generation Smartphone running
the Android operating system.
This research did not include phones with other operating systems for two reasons, the first is the
presence in the market (phones with the Android operating systems are currently the most common
phones in the market), and the other is the fact that phones with other operating systems cannot use
the application based on Zxing public library for application development, which is used in the
research for development of automatic generation of QR codes and reading these codes in the
process of labelling, tracking and tracing of individual food products.
The research also did not include phones with lower resolution of the built-in camera, as they have
problems with reading 2D barcodes in general due to the low resolution of the code image. The
second part of research shows that the change of base material on which the QR code is printed
does not impudence the read times, but only the readability. For certain code sizes the change of the
base material leads to unread ability, since some materials lead to higher reflectivity of the ‘‘light’’
modules, which influences the autofocus of the camera, and the acquired images are blurry and
unclear, and thus unreadable.
The Section 5 presents a concept for fruit yogurts labelling based on QR code, which enables
traceability of products and provides additional information about the particular product.
35. 35
2.7 Exploring the concept of QR code and the benefits of using QR Code for Companies
In This research study (Ji Qianyu, 2014) concentrates on the concept of QR Code and the benefits
of using QR Code for companies. The researcher given an examples of how QR Code can be used
by companies in chapter five as well as how QR Code was used in WeChat deployment was
described in this thesis. The researcher discussed about the an application called ‘WeChat’ the
special feature relevant to QR Code is personal QR Code, which can be a business card of person or
enterprise to provided more detail information to people than traditional business card.
Additionally, WeChat provides public platform to organizations and individuals. The fans or
consumers scan QR Code and the QR Code guides fans or consumers to visit a public platform of a
brand, restaurants and government to browse more detailed information. Furthermore, WeChat
offers an E-shop platform to people. People can establish personal E-store online for selling and
other WeChat users through QR Code of E-shop can browse the E-shop for shopping. In addition,
on the basis of the characteristics description of QR Code in this research, the applications of QR
Code in WeChat, the benefits of using QR Code for companies are exploring and analyzing.
Apart from that, the study demonstrates that QR Code can bring high profits for companies.
Consequently, Companies can utilize QR Code in e.g. advertisements, picking of products and
marketing campaign.
2.8 Information management system using 2D barcodes and cell phone technology
This research work describes an information management system which shows the applications of
using digital barcodes to carry useful information and how the system can be helpful in providing
information to the mobile users to making decisions. The application system was designed as part
of a ubiquitous computing application as well as mobile-based commercial system. The main
motives of the system can help people in making decisions and assist them in their daily activities
involving shopping, eating and taking medicine.
Here the researcher also discussed about the uses and advantage of mobility of cell phone,
importance of a hand-held device, use of powerful sensor like camera to create a cell based
36. 36
application, which manages and processes information. Therefore, it was viewed as a powerful
information management system, which is handy and mobile. Lastly, it introduces the use of
barcodes that is a very popular technology nowadays to use along with cell-based applications.
Researcher believed that recently many applications have been created that exploits the features of
cell phones like camera and Wi-Fi along with the barcode technology to process information.
However, the information management system developed in this work converges the impact of not
only mobile-based application and the barcode technology but also the pervasive computing
application into one. It shows the advantages of combining the different realms of technologies to
handle information. In this work, researchers develop a system that not only decodes information
but also categorizes it. It gathers information from different sources including the 1D and 2D
barcodes, from the user and user information repository and from the external catalogs or
databases containing information of a specific domain. After gathering the information, it processes
and presents it to the user in a meaningful way, which can help the user in decision-making.
The best application of such system is in grocery shopping which assists the user to buy the items,
what to buy and eat and what not, what combination of items can be eaten together and what can be
the total price of all grocery items in the cart prior to purchasing. However, this is just one
application the same idea can be used when buying medicines also. (Ruchita,2009)
2.9 QR Codes – using mobile phones to deliver library instruction and help at the point of
need
In this research study 'QR Codes – using mobile phones to deliver library instruction and help at the
point of need' the researcher tried various different uses for QR codes from providing contact
details, offering quite detailed information skills tutorials in mobile friendly formats. The
assessment of QR codes in this article focuses on the benefit offered by the different applications of
QR codes. rather than continue with such a diverse range of uses we will focus on a few key areas.
It is expected at present that this will mean using QR codes for the library catalogue.
The researcher will also make increasing numbers of our library videos mobile friendly available,
linking to them, where appropriate, from QR codes. The Preliminary results suggest that students
37. 37
find even a fairly low barrier to use, such as downloading a free, readily available application onto
their camera phone. Here the researcher don’t think enough people can use them, unless you have
an iPhone or one of those really Smartphone, it’s not really going to happen being fairly
representative of those that see QR codes as impractical at present due to the nature of phones in
current use.
This perhaps reflects limited ownership of Smartphone, along with the current perceived cost of
accessing the mobile web. As Smartphone and associated application stores become more
widespread and it becomes easier to install applications, this objection will fade away and the
general environment may be more favourable to the use of such codes. However the researcher
currently uses the technology to take advantage of the wealth of information that is available to us
in order to present help and support to students. (Walsh A. 2010)
2.10 Identification of QR Code based on Pattern Recognition with Mobile Phones
In this research study “Identification of QR Code based on Pattern Recognition with Mobile
Phones” (Kumaraguru, 2012) discussed about the paper proposes a implementation of real-time
Quick Response Code recognition using mobile, which is an efficient technology used for data
transferring. An image processing system based on mobile is described to be able to binaries,
locate, segment, and decode the QR Code. The results show that user can scan and decode QR
Code using a mobile phone with a built-in camera and Decoder software. After decoding the QR
Code symbol, the user is forwarded to product related web-sites or marketing campaigns. The
application software developed in java is executed in the computer and when it is ready to process,
executable Jar File is copied to the Mobile Phone which is with Symbian Operating System. Then
the image on any surface like Newspaper, on the Computer, Magazines are captured and decoded.
The researcher also conclude that the Mobile Phone with camera device is getting more popular, so
recognition of barcode based on mobile phone is getting more important and practical, and the
method mentioned in this paper is a new high–speed, high accuracy automatic recognition method
for recognizing QR Code symbol in various illumination conditions. This method has no hardware
specific requirements unlike ohbuchi’s method and is able to run as a standard application on most
of the mobile phones.
38. 38
2.11 Security of QR Codes
In this research study ‘Security of QR Codes’ (Ioannis, 2013).the researcher developed an
implementation which attempts to brute force QR Codes by attacking directly the modules. The
main aim was to retrieve an alternated URL upon scanning the QR Code and after having applied
the module changes. By online survey of 83 participants, the results collected indicate that users are
motivated mainly by their curiosity and they have serious lack of knowledge on the potential threats
and the ways to protect them.
The researcher also managed to attract 273 visitors through the QR Code stickers that deployed in
different places. And the result concludes that a potential phishing attack will be successful. In the
same time they saw that most of the users are curious to explore where a strange QR Code leads,
forgetting that this behaviour may harm them. Not even the suspiciousness that the majority of the
users reported to have prevented them from visiting an unknown and obscure URL. As results
indicate, phishing attacks are not very widespread in this domain.
2.12 QR Code for Health Notification Mobile Application
This research study ‘ QR Code for Health Notification Mobile Application’ (MohdNoah, 2015)
focuses on developing a mobile health integrated with an automated data-entry technology, Quick
Response (QR) code scanner, for easy data recording by scanning the generated QR code and
eliminate the need of keying all details. The current healthcare management systems are still using
the paper-based traditional method of data recording and distribution, including methods for giving
out information on next appointment and prescription to the patient. So the researcher using mobile
application that developed conducted and tested on Android-based operating system and devices.
Overall, the m-health application has proven to have the potential in serving as a personal health
reminding mobile application for doctor appointment and medication intake time. However there
are many factors that require improvising based on the experiment conducted, especially on the
39. 39
scanning and notification system. This research focuses on the development of an m-health
application integrated with an automated data-entry technology. The solution for m-health
applications are becoming increasingly popular because they can be used by a great number of
people and targeted for different health issues or groups of patients.
2.13 Legal Information Management Using QR Codes
In this research study ‘Legal Information Management Using QR Codes’ (Ana-Maria, 2015)
present a model for the organization of legal information using QR Codes. It presents the main
software for reading and generating QR Codes and a qualitative research regarding obstacles and
barriers to rapidly accessing legal information in legal academia. It presents the results of the
research and a database model for preservation, classification and accessing legal information. The
analysis of the results shows that the subjects consider QR Code easy available to majority people
and it can be easily recognized by them. Unfortunately, in Romania, QR Code is not applied in the
legal information field. The conclusion is that legal practitioners have showed their interest in
using QR Code for accessing and retrieving legal information.
2.14 Essentials of QR Code
This International Standard defines the requirements for the symbology known as QR Code. It
specifies the QR Code symbology characteristics, data character encoding methods, symbol
formats, dimensional characteristics, error correction rules, reference decoding algorithm,
production quality requirements, and user-selectable application parameters.
It is necessary to distinguish four technically different, but closely related members of the QR Code
family, which represent an evolutionary sequence.
1. QR Code Model 1 was the original specification for QR Code and is described in AIM ITS
97-001 International Symbology Specification-QR Code.
2. QR Code Model 2 was an enhanced form of the symbology with additional features
(primarily the addition of alignment patterns to assist navigation in larger symbols), and was
the basis of the first edition of ISO/IEC 18004.
40. 40
3. The Micro QR Code format (also specified in the second edition of ISO/IEC 18004), is a
variant of QR Code with a reduced number of overhead modules and a restricted range of
sizes, which enables small to moderate amount of data to be represented in a small symbol,
particularly suited to direct marking on parts and components, and to applications where the
space available for the symbol is severely restricted. ISO/IEC 18004:2015(en)
CHAPTER 3
Research Methodology
3.1 Aim
To study and demonstrate the information elements in Quick Response Code of Pharmaceutical
companies in Mumbai
3.2 Objective
To study and establish the patterns of information elements presented in Quick Response Code
To determine the types of information elements in Quick Response Code of Pharmaceutical
companies in Mumbai
3.3 Research Questions
1. What information elements contains in Quick Response Code of Pharmaceutical companies
in Mumbai?
2. What types of E-content is coded in Quick Response Code of Pharmaceutical companies in
Mumbai?
3. What patterns are presented as the information elements in Quick Response Code of
Pharmaceutical companies in Mumbai?
3.4 Hypothesis
1. Information elements are present in Quick Response Code of Pharmaceutical companies in
Mumbai.
41. 41
2. Product information is coded in Quick Response Code of Pharmaceutical companies in
Mumbai.
3. Different patterns are presented as information elements in QR Code of Pharmaceutical
companies in Mumbai.
3.5 Limitation
1. Information elements in terms of Company information, Product information, and Contact
information are only studied.
2. Only 44 Samples of QR Code of Pharmaceuticals Companies were analysed
3. Only Mobile Application were used to scan QR Code
4. Only Information with English language are selected
5. All the samples belongs to Mumbai Pharmaceuticals Companies
De-Limitations
Quality of QR Code were not part of the study
3.6 Research Methodology
In order to test the hypothesis and find the answers to research questions the purposive sampling
was done. The data was gathered after analysis of the QR Code using mobile application QR Code
and Barcode Scanner. This application was made by in 2005. The application provided the data in
terms o Company information, Product information, Contact information lead information after
scanning the QR Codes selected for the study in digital format. The printout of the same which
contain the data in terms of Company information, Product information, Contact information lead
information were gathered and analysis using Statistical package for social sciences (SPSS) version
12. The results of the analysis are in Chapter 4.
42. 42
CHAPTER 4
Results and Discussions
Information and communicating their core is a phenomenon of every human society, In the case of
pharmaceutical organizations in order to establish the relationship between its public about the
product information it is significant to identify a space for communication. QR code provides this
vital space for communication in a limited manner. There are several studies on organizational
communication. There are literatures on the usage of communication space for informing the
public. However, there are very few literature on the usage of by Pharmaceutical organizations. QR
codes are communication space with international standard in a limited space for the usage of
public using technology. Hence a short research study has been undertaken to demonstrate the
information elements in QR Code of Pharmaceutical companies in Mumbai. The available samples
of Generic medical companies what are pharmaceutical in nature using QR codes based in Mumbai
form the part of the study. There were 44 samples of QR Code of Pharmaceutical Companies
selected for analysis on the basis of generic medicine. The analysis of the samples in terms of
Company Information, Product Information, Contact Information, Lead Information and User
feedback etc, were done. The results of the analysis are as follows:
Company Information
Communication through limited space available in QR code is a difficult process as there is limit of
Numeric 7089 digits and Alphanumeric 4296 characters can be provided. Company information
43. 43
generics are mostly catering to pharmacist, marketing staff and the product consumers. Hence the
study was taken to identify Company Information in the QR Code selected for the study (n=44).
The analysis of the same is as follows.
Chart number 4.1: Depicting the classification of company in terms of frequency and
percentage.
Table number 4.1: Depicting the classification of company in terms of frequency and
percentage
Information Elements in QR Code Frequency Percent
Company Name, Logo and Text 4 9.1
44. 44
Company Name, Logo, Image 7 15.9
All of the above 33 75.0
Total 44 100.0
In the above chart number 4.1 and table number 4.1 the information elements in QR code analyse,
with reference to company information, it may be seen that information regarding name, logo,
image and text, was the highest (75%).
Contact Information
Contact Information is vital for product information and for marketing a product. In the process of
QR Code, Contact information include Email, Phone number and Address through which consumer
can contact. In this study Contact Information was analysed in the QR Code selected for the study
(n=44). The analysis of the same is as follows.
Chart number 4.2: Depicting the classification of Contact Information in terms of frequency
and percentage
Table number 4.2: Depicting the classification of Contact Information in terms of frequency
and percentage
45. 45
Information Elements in
QR Code
Frequency Percent
Address 3 6.8
Phone number 3 6.8
Quick Information form 2 4.5
None of the above 36 81.8
Total 44 100.0
In the above chart number 4.2 and table number 4.2 the information elements in QR code analyse,
with reference to Contact Information, it may be seen that information regarding Address, Phone
Number, Quick Information Form were not found in the majority (81%) of QR code (n=44)
analyzed.
Product Information
Pharmaceutical companies use product information to not misuse or counterfeit the product and
also to maintain the secrecy of the product. In this study Product Information was analysed in the
QR Code selected for the study (n=44). The analysis of the same is as follows.
Chart number 4.3 Depicting the classification of Product Information in terms of frequency
and percentage
Table number 4.3 Depicting the classification of Product Information in terms of frequency
and percentage
Information Elements
in QR Code
Frequency Percent
Product name 4 9.1
46. 46
Product image and name 4 9.1
None of above 36 81.8
Total 44 100.0
In the above chart number 4.3 and table number 4.3 the information elements in QR code analyse,
with reference to Product Information, it may be seen that information regarding Product Name ,
Image and were not found in the majority (81%) of QR code (n=44) analyzed.
Lead Information
Company use lead information to share with others mobile applications, website link option to
direct reach to the website and advertisement of product. In this study Lead Information was
analysed in the QR Code selected for the study (n=44). The analysis of the same is as follows.
Chart number 4.4 Depicting the classification of Product Information in terms of frequency
and percentage
Table number 4.4 Depicting the classification of Lead Information in terms of frequency and
percentage
Information Elements in Frequency Percent
47. 47
QR Code
Share and Website link
option
4 9.1
Share Website link option
and Advertisement
40 90.9
Total 44 100.0
In the above chart number 4.4 and table number 4.4 the information elements in QR code analyse,
with reference to company information, it may be seen that information regarding Share option,
Website Link option and Advertisement was the highest (90%).
User Feedback
QR Code provides user feedback form so that consumer or marketing staff get in contact with the
manufacturer easily. It is one of the important aspect of communication between Consumer and
Pharmaceutical Companies. So in this study, User feedback was analysed in the QR Code selected
for the study (n=44). The analysis of the same is as follows.
Chart number 4.5 Depicting the classification of User feedback in terms of frequency and
percentage
Table number 4.5 Depicting the classification of Lead Information in terms of frequency and
percentage
48. 48
Information
Elements in QR
Code
Frequency Percent
Yes 5 11.4
No 39 88.6
Total 44 100.0
In the above chart number 4.5 and table number 4.5 the information elements in QR code analyse,
with reference to User Feedback, it may be seen that User feedback were not available as highest
(88%) after scanning QR Code.
To find out the answer to a Research Questions and to test the Hypothesis, the correlation
between Product Information with elements of Company Information, Contact Information,
Product Information, Lead Information and User feedback in the QR Code.
The analysis is done through Statistical Package for the Social Sciences (SPSS) software version
22. The main objective of this analysis is to determine the types and demonstrate the patterns as
information elements presented in Quick Response Code of Pharmaceutical Companies in Mumbai.
Chart number 5.1: Depicting the Comparison of Product Information with the elements of
Company Information in Quick Response Code (QR Code)
49. 49
Table number 5.1: Depicting the Comparison of Product Information with the elements of
Company Information in Quick Response Code (QR Code)
Product
Informatio
n
Company Information in QR code
Total
Company
Name
Logo and
Text
Company Name,
Logo, Image
All of the
above
No 0 2 5 7
Yes 4 5 28 37
50. 50
Total 4 7 33 44
‘P’ value = .447
In the above chart and table, it is observed that there is no significant difference between the type of
information selected for the research study with the ‘P’ value = .447
So Cross tabulation was done between the Product Information and Company Information to find
whether the Company information is available with Product Information. When analysed, it was
found that Company Information is available with every Product Information in QR Code
Chart number 5.2: Depicting the Comparison of Product Information with the elements of
Contact Information in Quick Response Code (QR Code)
51. 51
Table number 5.2: Depicting the Comparison of Product Information with the elements of
Company Information in Quick Response Code (QR Code)
52. 52
Product
Information
Contact Information in QR code
Total
Address
Phone
number
Quick
information
form
None of
the
above
No 1 0 1 5 7
Yes 2 3 1 31 37
Total 3 3 2 36 44
‘P’ value = .337
In the above chart and table 5.2, it is observed that there is no significant difference between the
type of information selected for the research study with the ‘P’ value = .337
So Cross tabulation was done between the Product Information and Contact Information to find
whether the Contact information is available with Product Information. When analysed, it was
found that the types of Contact Information is not available with every Product Information in QR
Code.
Chart number 5.3: Depicting the Comparison of Product Information with the elements of
Product Information in Quick Response Code (QR Code)
53. 53
Table number 5.3: Depicting the Comparison of Product Information with Company
Information in Quick Response Code (QR Code)
54. 54
Product
Information
Product Information in QR code
TotalProduct
Name
Product
Image
and Name
None
of Above
No 3 4 0 7
Yes 1 0 36 37
Total 4 4 36 44
‘P’ value = .000
In the above chart and table 5.3, it is observed that there is significant difference between the type
of information selected for the research study with the ‘P’ value = .000
So Cross tabulation was done between the Product Information and the type of Product
Information to find whether the Product information is available with the type of Product
Information. When analysed, it was found that the types of Product Information is not available
with every Product Information in QR Code.
Chart number 5.4: Depicting the Comparison of Product Information with Lead Information
in Quick Response Code (QR Code)
55. 55
Chart number 5.4: Depicting the Comparison of Product Information with Lead information
in Quick Response Code (QR Code)
56. 56
Product
information
Lead information
Total
Share and
Website link
option
Share, Website link
option
and Advertisement
No 2 5 7
Yes 2 35 37
Total 4 40 44
‘P’ value = .051
In the above chart and table 5.4, it is observed that there is no significant difference between the
type of information selected for the research study with the ‘P’ value = .051
So Cross tabulation was done between the Product Information and Lead Information to find
whether the Lead information is available with Product Information. When analysed, it was found
that the Lead Information is available with every Product Information in QR Code.
57. 57
Chart number 5.5: Depicting the Comparison of Product Information with User feedback in
Quick Response Code (QR Code)
Product
Information
Users feedback
Total
Yes No
No 3 4 7
Yes 2 35 37
Total 5 39 44
58. 58
Table number 5.5: Depicting the Comparison of Product Information with User feedback in
Quick Response Code (QR Code)
‘P’ value = .004
In the above chart and table 5.5, it is observed that there is significant difference between the type
of information selected for the research study with the ‘P’ value = .004
So Cross tabulation was done between the Product Information and User Feedback to find whether
the User Feedback is available with Product Information. When analysed, it was found that the
types of User Feedback is not available with every Product Information in QR Code.
59. 59
CHAPTER 5
Conclusion
This research discussed about the Information elements presented in QR of Pharmaceutical
Companies in Mumbai. It also determines the patterns and types of information elements available
in QR Code. There were 44 data samples collected to prove the hypothesis true or false. The basic
idea of the research was to find out and demonstrate the patterns in presenting the information
elements which are encoded in QR Code used by various organizations, specifically pharmaceutical
organizations. There has been lot of studies done on QR Code previously in the field of
Automobiles, Apparels, Pharmaceuticals, Vineyard, and Foods etc. However the role of packaging
is becoming one of the most important tools in Pharmaceutical industries. The exchange of
information that reaches consumers and digital innovation QR Code is what driving Pharmaceutical
organizations packaging down new avenues of communication.
In conclusion to my findings, the report found that the types of elements presented in QR code are
very less informative as compare to Product information. The Company information elements such
as company name logo text and images were highly frequent in QR Code. Contact information
elements such as phone number, email address, company address were not available, only 8
samples carried out of 44 samples. The types of elements presented in product information such as
product name, product image and product text were also rare (9%) and same as the user feedback
(11%). The lead information like share option, website link option and advertisement were highly
frequent in the QR Code with (90%).
When compare product information with the type of company information and lead information
there is no significant difference found with the type of patterns, which means information relates
to Company and lead are available in QR Code. Whereas Contact information, Product information
and user feedback found significantly different.
Further Scope of Study
There are various Pharmaceutical Companies in India and also global presence. Further Information
elements can be studies with International Pharmaceutical companies also.
60. 60
References
Abdulhakeem, Sunday 2014, Enhancing User Experience using Mobile QR-Code
Application pg1-8.
Ana-Maria, 2015, Legal Information Management Using QR Codes, pg1-14.
Chapter 27. QR (2D Barcode) Structure of Barcode JpGraph
Denso Wave 2014a. What is a QR Code. <http://www.qrcode.com/en/about/#featurePage3>
Denso Wave 2014b. QR Code Model 1 Model 2.
<http://www.qrcode.com/en/codes/model12.html>
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Appendix
Quick Response Code Information Elements Analysis
In every communication process, Information is encoded by the Sender and decoded by the
Receiver. Coding is done in the process of communication. There are several research studies and
literature available on various codes and modalities for communication. However there are very
few studies on Quick Response Code (QR) used by organisations for communication hence this
research studies undertaken. This research study aims to find out and demonstrate the patterns in
presenting the information elements which are encoded in QR Code used by various organizations,
specifically pharmaceutical organizations. Given below is an analytical form for delineation of
Information Elements presented in QR Code.
Company Profile
1. Name:
2. Product Information: Yes/No
3. User Feedback: Yes/No
Types of Information
A. Company Information
B. Product Information
C. Contact Information
D. All the above
If Company information in QR Code
1. Name of company
2. Company Logo
3. Images
63. 63
4. Text
5. All of the above
If Contact Information in QR Code
1. Address
2. Phone number
3. Address and Phone Number
4. Quick Contact Form
5. None of the Above
If Product Information in QR code
1. Product Images
2. Product Name
3. Product Name and Images
Lead Information
1. Share option
2. Website link option
3. Share and Website link option
4. Advertisement
5. All of the above
64. 64
List of Pharmaceutical Companies in Mumbai using QR Code on its Generics
are as follows:
1. Ajanta Pharma
2. Medley labs
3. Sigma labs
4. Associated biotech
5. Akums
6. Medopharm
7. Abbott India
8. Aarti Drugs
9. Adani Pharma
10. AlbertDavid India
11. Alkem labs’
12. Ami Drugs
13. Amsar
14. Ankur Drugs
15. Apex Drugs
16. Inga labs
17. EJCPL
18. Jyotiandra
19. KillIndia
20. Kalpayurveda
21. Mangalam Pharma
66. 66
Application of Quick Response Code (Google Android Play-store)
QR Code Reader by TW Mobile
QR Code Reader by Scan Barcode PRO
QR & Barcode Scanner by GammaPlay.com
67. 67
QR Code Scanner by Skyline Partner
QR Code Reader by A13 Software Development
QR Code Reader Extreme by FancyApp
