Perspective Analysis Of Pharmacists On Selling Generic And Branded Drugs

Abstract

Pharmaceutical industry contributes to the welfare of humanity and provides significant socio-economic benefits to the society through creation of jobs, supply chains and community development. Indian Pharmaceutical industry is one of the world’s largest and most developed, ranking fourth in terms of volume and thirteenth in terms of value. The country accounts for an estimated 10% of global production and 2% of world markets in pharmaceuticals. The pharmaceutical industry today produces bulk drugs under generic and branded in all major therapeutic groups. In the pharmaceutical industry, pharmacist plays an important role in the development and marketing of medications that promote and sales. Pharmacist is the bridge between doctors and patients who counsels and advice the patient to maximize the desired effect of the drugs and minimize the untoward/adverse effects of the drug. The basic duty of a pharmacist is to check prescriptions from physicians before dispensing the medication to the patients to ensure that the patients don't receive the wrong drugs or take an incorrect dose of medicine. In addition to this pharmacists also encourage the marketing strategies of drugs by promoting the purchasing behavior of buyers in branded and generic medicines. The study has selected Andhra Pradesh state as study area and three districts from each region of North Coastal Andhra, South Coastal Andhra and Rayalaseema were selected for data collection. A convenience quota sample of 300 pharmacists was selected randomly from the selected three districts. The questionnaire included 8 items on personal characteristics, 10 statements related to opinions of pharmacists about generic and branded medicines, and 9 items on influencing factors of buying behavior of customers' to purchasing medicine. A three-step analysis method was used to study the perceptions of pharmacists on generic and branded medicines, priority based rank analysis and estimation of influenced factors to purchase behavior in generic and branded drugs. Linear multiple regressions has applied to estimate the influenced factors of on purchase behavior in Generic and Branded drugs. In this model of regression 7 variables out of 9 explanatory variables are found significant. These are: age, marital status, education level, professional qualification, total years of service, monthly salary / income and monthly business turnover which are indicating significant influence in purchasing behavior of generic and branded drugs.