Influence of Pharmacist on Consumer’s Buying of Pharmaceutical Product with Specific Preference to Gujarat and Maharashtra

Abstract

To cope up with the competition among the existing pharmaceutical industries and new entrance, there is always a challenge for the pharmaceutical industries to innovate for new marketing strategies which would help the industries to survive in the competitive market. This paper provides perceptions of the consumer regarding the purchase of the pharmaceutical products. Consumer data are collected from two major states of India, Gujarat and Maharashtra and 516 respondent’s data were collected who provided their responses to the questionnaire designed for this study. The data collected are of the consumer’s preception or action steps over the possible scenarios while there is unavailability of the drug or the prescribed drug is costly. Descriptive statistics were used to analyse data from both groups to compare perceptions of the consumers. The objective was to evaluate the perspective of consumers. Results from analysis shows that there is positive impact of the Pharmacist on the purchasing decision of the consumers.