impact of advertising on customer purchase behaviour

IMPACT OF ADVERTISING ON CUSTOMER PURCHASE

BEHAVIOUR IN PHARMACEUTICALS

THESIS

SUBMITTED TO THE

UNIVERSITY OF LUCKNOW

FOR THE AWARD OF THE DEGREE OF

DOCTOR OF PHILOSOPHY

IN

BUSINESS ADMINISTRATION

SUBMITTED BY:

RAM DHEERAJ

Under the Supervision of

DR S. K. KAUSHAL

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DEPARTMENT OF BUSINESS ADMINISTRATION


LUCKNOW

2014

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DEPARTMENT OF BUSINESS ADMINISTRATION


Date:

CERTIFICATE

This is to certify that Mr. Ram Dheeraj has carried out the research work presented in this

thesis entitled “Impact of Advertising on Customer Purchase Behaviour in

Pharmaceuticals” for the award of Doctor of Philosophy from Lucknow University,

Lucknow under my supervision. The thesis embodies results of original work, and studies

are carried out by the student herself and the contents of the thesis do not form the basis

for the award of other degree to the candidate or to anybody else from this or any other

University/Institution.

Supervisor

Dr. S.K. Kaushal

Assistant Professor

Department of Business Administration

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DECLARATION

I hereby affirm that my research work entitled “Impact of Advertising on Customer

Purchase Behaviour in Pharmaceuticals” for the award of Doctor of Philosophy from

Lucknow University, Lucknow is my own original work and has not been submitted for

any assessment or degree/diploma or award at the University of Lucknow or any other

University/Institutions.

Ram Dheeraj


COUNTERSIGNED

This is to certify that the above declaration by the candidate is true to the best of my

knowledge.

Supervisor

Dr. S.K. Kaushal

Assistant Professor


University of Lucknow.

Lucknow.

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ACKNOWLEDGEMENT

It is with immense gratitude and pleasure that I acknowledge the help and support of my

supervisor Dr. S. K. Kaushal - Goodman in this thesis. He has been an excellent guide,

mentor and friend in this journey. I am so deeply grateful for his help, professionalism,

and valuable guidance throughout this research and through my entire program of study

that I do not have enough words to express my deep and sincere appreciation.

I would like to thank to Prof. Arvind Kumar, Dean of Commerce Faculty, Mr. Sanjay

Medhavi Head of Department, Department of Business Administration,

Prof. J. K.Sharma, the former Head of Department, Department of Business

Administration and all the respected teachers and staff of the Department for their

constant support and encouragement throughout my research work.

This thesis would not have been possible without the love and support of my family and

friends. I especially thank Vijay Shankar Pandey and Robbin Verma for his helpful

insights and for standing by me through good times and bad. I also acknowledge him for

their best suggestions and constant support.

Finally, I must express my very profound gratitude to my parents, wife Sunita, daughter

Advika, brother Rahul and Sister Shilpi for providing me with unfailing support and

continuous encouragement throughout my years of study and through the process of

researching and writing this thesis. This accomplishment would not have been possible

without them. Thank you.

(Ram Dheeraj)

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ABSTRACT

This study was conducted to develop a simple framework for finding out the impact of the

different kinds of advertisement and promotional tools offered by pharmaceutical

industry on the Consumer Purchase behavior and prescribing behavior of doctors. The

trend towards self-medication is likely to grow as consumers are becoming familiar with

OTC drugs, due to extensive advertising by companies. The present study intends to

explore advertising effectiveness of OTC drugs and Prescription drugs amongst

consumers and Doctors. Although there are different means of providing the consumers

with drug information, advertising seems to be one of the best way and a powerful

method of broadcasting information. The customer purchase behavior study in

Pharmaceutical advertisement is based on the consumer purchase behavior because

buying the medicine lies in the hand of customer (doctor) rather than final consumer

(patient). So the customer (doctor) acts as an indirect consumer. Due to this there are

two types of customers ear-marked in this study, one is doctor who is indirect consumer

and the other one is patient who is direct consumer. The advertisement of

Pharmaceutical was found to be persuasive. The study has given good insights for

marketers and advertisers of drugs and suggests including elements in the advertisement

that increase believability and trust of the advertisement. Results of factor analysis

revealed the view that the overall mean score of all the 27 items of attitude towards

prescription behavior was 2.96 and standard deviation 0.9091.This indicates that

pharmaceutical advertisement makes an impact on doctor prescription behavior.

Moreover the study also focused on whether the perception of physicians towards various

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promotional tools is different with respect to demographic variables. This research based

on descriptive research or quantitative research. In this descriptive research Cross-

Sectional study used to compare demographical variables with attitude of the respondent.

Well-structured Questionnaires was developed for direct consumer and doctors to

identify important variables influencing Pharmaceutical advertising effectiveness and

purchase behavior towards medicine. Non probability systematic convenient sampling

technique has been followed. Survey was conducted and data was analyzed on the basis

of responses provided by 329 respondents as consumer and 150 respondents as Doctor.

Researcher has applied factor analysis for data reduction and ANOVA & Chi-Square test

for hypothesis testing. Findings of the study can help the marketing managers of

pharmaceutical companies in designing their promotional strategies especially for

doctors and consumers. Construct validity and reliability of the data were tested using

Cronbach’s alpha coefficient. Descriptive statistics and Chi-Square Tests for

Independence were generated to study the relationship between measures for each of the

research questions and the demographics & miscellaneous variables.�Results show that

advertisement is effective in affecting the decision process and positive impression of the

consumer towards particular medicines and there is significant association of medium of

advertisement that gets the attention with educational qualification, Occupation and age

of the respondent as the Chi-square value is significant. The Visual presentation of

advertisement creates more attention and makes their impacts in selection of medicine.

Doctor agreed that Medical Representative is a key element for providing information

about medicines and they are important promotional channel used by companies that

makes their long lasting effect on doctor.

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TABLE OF CONTENTS

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S.No Description Page No.

1 Acknowledgment i

2 Abstract ii

3 Table of Contents iv

4 List of Tables viii

5 List of Figures xi

6 List of Abbreviation xiii

7 List of Key words xv

1 Introduction 1

1.1 Introduction 1

1.2 Classification of Drugs 4

1.2.1 OTC Drugs 4

1.2.2 Ayurvedic Drugs 6

1.3 Drug Promotion and Drug Advertising in India 7

1.3.1 Advertising to the General Public 11

1.3.2 Advertising The Products In Medical Journal 11

1.3.3 Direct mailing of publicity material to doctors 13

1.3.4 Medical conferences, especially for a new product 13

1.3.5 Electronic or Broadcast Media Advertising 13

1.3.6 Outdoor Media 14

1.3.7 Other Media 14

1.4 Pharmaceutical Advertisement for OTC medicine or Direct

Consumer Advertising. 14

1.5 Strategies for New And Switched OTC Pharmaceutical

Products. 15

1.5.1 Invest in generics 19

1.5.2 Pharmaceutical Companies Business Strategies for

Prescription Drugs 19

1.5.2.1 Marketing approaches of Super Core Model. 20

1.5.2.2 Marketing approaches of Core Model 22

1.6 Pharmaceutical marketing process and challenges 24

1.7 Growth Rate of OTC Medicines 25

1.8 Branding in Pharmaceutical Marketing 27

1.9 Understanding Consumer Behavior 28

1.10 Consumer Behavior in Pharma Sector 29

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1.11 Consumer Pyramid 30

1.11.1 Factors Influencing Consumer Behavior 31

1.11.1.1 Cultural Factors 31

1.11.1.2 Social Factors 32

1.11.1.2.1 Reference group 33

1.11.1.2.2 Family 34

1.11.1.2.3 Social status and role 34

1.11.1.3 Personal Factors 34

1.11.1.3.1 Age and stage in life cycle 36

1.11.1.3.2 Personality and self concept 36

1.11.1.4 Psychological Factors 36

1.11.1.4.1 Motivation 38

1.11.1.4.2� Perception 38

1.11.1.4.3� Learning 38

1.11.1.4.4� Belief and Attitude 39

1.11.1.5 Psychographic Factor 39

1.12 Buying Preferences of Indian consumers 40

1.13 Brand or Generic 41

1.14 Promotional Spending for Prescription Drugs 41

1.15 Marketing to Physicians and Consumers 42

1.16 Different Marketing Strategies for Different Drugs 44

1.17 Market Characteristics That Influence Promotional Strategies 44

1.18 The purchasing process 45

1.19 The Role of the Consumer (Patient) 47

1.20 The Prescription Decision 47

1.21 Compliance or Post – Purchase Behavior 48

1.22 The Role of Price 49

1.23 Chapterisation Scheme 50

2 Review of Literature 52

3 Research Methodology 72

3.1 Need for this research 72

3.2 Scope of the research 73

3.3 Desk Research 73

3.4 Pilot Study 74

3.5 Research design 75

3.6 Data collection method 75

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3.7 Questionnaires 76

3.8 Study Variables 77

3.9 Sample Selection 78

3.10 Survey Instrument 79

3.11 Data collection 81

3.12 Data analysis 82

3.13 Brief Summary of tools used for Analysis 84

3.14 Objective of the Study 85

3.15 Research Hypothesis 86

3.16 Research Assumptions 87

4.1 Demographic Characteristics of Respondents (Consumers) 88

4.1.1 Age wise classification of respondents 90

4.1.2 Marital Status- wise classification of respondents 91

4.1.3 Family type- wise classification of respondents 92

4.1.4 Income- wise classification of respondents 93

4.1.5 Qualification - wise classification of respondents 95

4.1.6 Occupation - wise classification of respondents 96

4.2 Sensitiveness of consumer towards advertisement 97

4.2.1 Advertisement awareness 98

4.2.2 Advertisement medium and attention 99

4.2.3 Effect of advertising on consumer 112

4.2.4

Advertising medium and OTC medicine (Over the counter

drug) 113

4.2.5 Suggestive measure for purchase of common use medicines 125

4.2.6 Influencers for purchase of common use medicines 138

4.3 Lasting effect of Advertisement 153

4.4

Impact of Advertisement to create the need of pharmaceutical

product 154

4.5 Nature of Attention 156

4.6 Attributes observed in advertisement 158

4.7 Extent of influence of Pharmaceutical Advertisement 159

4.8

Relying on Pharmaceutical Advertisement in purchase

decision 160

4.9 Advertising attributes that impacts in selection of medicines 162

4.10 Demographic Characteristics of Respondents (Doctors) 166

4.10.1 Qualification wise classification of doctors 170

4.10.2 Classification on the basis of Position hold by Doctor 171

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4.10.3 Classification on the basis of No. of years of practice 172

4.10.4 Classification on the basis of Regional Status of practice 173

4.10.5 Classification on the basis of practice hours by doctors 175

4.10.6 Classification on the basis of O.P.D frequency 176

4.11

Impact of Pharmaceutical Advertisement on doctor's

Prescription Behavior 178

4.12

Importance of medium providing information about medicine

available for patient in the market 190

4.13

Reliability of information provided through different media

about medicines 196

4.14

Impact of Medical Representative on Doctor Prescription

behavior 201

4.15

Medical Representative as key element for providing

information about medicines 203

4.16

Importance of promotional items /other facilities distributed

/provided by companies for doctors 205

4.17

Effectiveness of information provided through different

media in doctor prescription 209

4.18

Importance of promotional channels used by companies and

their long lasting effect on the mind of doctors 214

4.19

Influence of prescription decision of doctor w.r.t Branded

medicine, Generic medicine and patient demand 220

4.20

Influence of prescription decision of doctor w.r.t specialized

promotional channels, creativity in pharmaceutical

advertisement and frequency of pharmaceutical advertisement 221

4.21 Impact and extent of impact of Pharmaceutical advertisement 224

5 Discussions and Conclusion 244

6 Bibliography 253

APPENDICES

Appendix A: - Questionnaire for Consumer. i

Appendix B: - Questionnaire for Doctor. iv

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LIST OF TABLES


Table no.1.1 Showing top ten Indian OTC brands as per their sales and growth

26

Table no. 4.1.1 Age- wise classification of Respondent 90

Table no. 4.1.2 Marital Status - wise classification of Respondent 92

Table no. 4.1.3: Family type-wise classification of Respondent 93

Table no. 4.1.4 Income-wise classification of Respondent 94

Table no. 4.1.5 Qualification -wise classification of Respondent 95

Table no. 4.1.6 Occupation -wise classification of Respondent 96

Table no. 4.2.1 Advertisement awareness among respondents 99

Table no. 4.2.2 Advertisement medium and attention of respondents 100

Table no. 4.2.2.1 Association of medium of advertisement with type of family

101

Table no. 4.2.2.2 Association of medium of advertisement with educational qualification of consumer.

103

Table no. 4.2.2.3 Association of medium of advertisement with occupation of consumer.

105

Table no. 4.2.2.4 Association of medium of advertisement with marital status of respondent.

108

Table no. 4.2.2.5 Association of medium of advertisement with age of respondent.

110

Table no. 4.2.3 Effect of advertising on respondent 112

Table no. 4.2.4 Effective medium of advertisement for common use medicines.

114

Table no. 4.2.4.1 Association of effective medium of advertisement with family type of respondent

116

Table no. 4.2.4.2 Association of effective medium of advertisement with educational qualification of respondent

118

Table no. 4.2.4.3 Association of effective medium of advertisement with occupation of respondent

121

Table no. 4.2.4.4 Association of effective medium of advertisement with marital status of respondent

124

Table no. 4.2.5 Suggestion by which consumer purchase common use medicines

126

Table no. 4.2.5.1 Association of suggestion by which common use medicine are purchased with family type 128

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S.no Description Page No.

Table no. 4.2.5.2 Association of suggestion by which common use medicine are purchased with Educational qualification

130

Table no.4.2.5.3 Association of suggestion by which common use medicine are purchased with occupation

133

Table no. 4.2.5.4 Association of suggestion by which consumer can purchase common use medicine with Marital Status.

136

Table no. 4.2.6 Influencer in selecting medicine for common diseases 139

Table no. 4.2.6.1 Association of factor influencing most in selecting medicine for common disease with family type

141

Table no. 4.2.6.2 Association of factor influencing most in selecting medicine for common disease with Educational Qualification.

143

Table no. 4.2.6.3 Association between Occupation and factor influence most in selecting medicine for common diseases

145

Table no. 4.2.6.4 Association between Marital Status and factor influence most in selecting medicine for common diseases

149

Table no. 4.2.6.5 Association between Age and factor influence most in selecting medicine for common diseases.

151

Table no.4.3 Lasting effect of Advertisement 153

Table no.4.4 Impact advertisement to create need among consumer. 155

Table no. 4.5 Nature of attention paid by consumer in pharmaceutical advertisement

157

Table no. 4.6 Attributes observed in advertisement 158

Table no. 4.7 Extent of influence of Pharmaceutical Advertisement 159

Table no.4.8 Relying on advertisement in purchase decision 161

Table no.4.9 Advertising attributes that impacts in selection of medicines

163

Table no. 4.10 Doctor-directed promotion methods 168

Table no.4.10.1 Qualification wise classification of Doctor 170

Table no.4.10.2 Classification on the basis of Position hold by respondents

171

Table no.4.10.3 Classification on the basis of No. of years of practice 173

Table no.4.10.4 Classification on the basis of Regional Status of Practice Place

174

Table no.4.10.5 Classification on the basis of Practice Hours 175

Table no. 4.10.6 Classification on the basis of O.P.D Frequency 177

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S. No Description Page No.

Table no.4.11.1 Mean and standard deviation of all 27 items 178

Table no.4.11.2 KMO and Bartlett's Test 181

Table no.4.11.3 Principal component analysis: Varimax rotation Matrix 182

Table no.4.11.4 Total variance explained (Rotation) 183

Table.no.4.11.5 Naming of factors 185

Table.no.4.12 Importance of medium providing information about medicines

191

Table.no.4.13 Reliability of information provided through different medium

197

Table.no.4.14 Visit of Medical Representative in practice hours. 202

Table.no.4.14.1 Frequency of MR Visited per day 203

Table.no.4.15 Medical Representative as key element 204

Table.no.4.16 Importance of promotional items 205

Table.no.4.17 Effectiveness of information provided through different media

210

Table no. 4.18 Importance of promotional channels used by companies and their long lasting effect on the mind of doctors

215

Table no. 4.19 Influence of prescription decision of doctor 221

Table no. 4.20 Influence of prescription decision of doctor w.r.t specialized promotional channels

223

Table no. 4.21 ANOVA by Doctor Educational Qualification 224

Table no. 4.22 ANOVA by Regional Status of Practice Place 233

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LIST OF FIGURES


Fig.1.1 Pull System Working In Chronic Therapy Segment 21

Fig 1.2 Push System Working In Acute Therapy Segment 23

Fig. 1.3 Relationship between the key players of pharmaceutical industry 24

Fig.1. 4 Showing the growth of Indian OTC sales in US $ from2006-07 to 2009-2010

25

Fig1. 5 Showing the segment wise Indian OTC market percentage in 2013 26

Fig. 1.6 Showing the percentage of OTC and prescription drugs used by Indians

27

Fig 1.7 The Distribution Chain 29

Fig 1.8 New Product Adoption Process 31

Fig 4.1 Age - wise classification of Respondents 91

Fig 4.2 Marital Status wise classification of Respondents 92

Fig 4.3 Family type- wise classification of Respondents 93

Fig 4.4 Income- wise classification of Respondents 94

Fig 4.5 Qualification- wise classification of Respondents 95

Fig 4.6 Occupation -wise classification of Respondent 97

Fig 4.7 Advertisement awareness among respondents 99

Fig 4.8 Advertisement medium and attention of respondents 100

Fig 4. 9 Effect of advertising on respondent 113

Fig 4.10 Conceptual framework of consumer persuasion to purchase 114

Fig 4.11 Effective medium of advertisement for common use medicines 115

Fig 4.12 Suggestion by which consumer purchase common use medicines 127

Fig 4.13 Influencing factor in selecting common use medicine 139

Fig 4.14 Lasting effect of Advertisement 154

Fig. 4.15 Impact advertisement to create need among consumer 156

Fig. 4.16Nature of attention paid by consumer in pharmaceutical advertisement

157

Fig. 4.17 Attributes observed in advertisement 159

Fig 4.18 Extent of influence of Pharmaceutical Advertisement 160

Fig 4.19. Relying on advertisement in purchase decision 161

Fig 4.20 Advertising attributes that impacts in selection of medicines 163

Fig 4.21 Qualification - wise classification of Doctor

170

Fig 4.22 Classification on the basis of Position hold by respondents 172

Fig 4.23 Classification on the basis of No. of years of practice

173

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Fig 4.24 Classification on the basis of Regional Status of Practice Place 174

Fig 4.25 Classification on the basis of Practice Hours 176

Fig 4.26 Classification on the basis of O.P.D Frequency 177

Fig 4.27 Scree plot 182

Fig 4.28 Importance of medium providing information about medicines 191

Fig 4.29 Reliability of information provided through different medium 197

Fig 4.30 Visit of Medical Representative in practice hours 202

Fig 4.31 Frequency of MR Visited per day 203

Fig 4.32 Importance of promotional items 206

Fig 4.33 Effectiveness of information provided through different media 210

Fig 4.34Importance of promotional channels used by companies and their long lasting effect on the mind of doctors

216

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LIST OF ABBREVIATION

• DCA : Drugs and Cosmetics Act,1940

• DCR: Drugs and Cosmetics Rules,1945

• OTC: Over the Counter

• DPCO: Drug Price Control Order 1995.

• WHO: World Health Organization

• OPPI: Organization of Pharmaceutical Producers of India.

• IFMPA: International Federation of Pharmaceutical Manufacturers &Associations

• INN: International Nonproprietary Name

• POP: Point of Purchase

• USP: Unique selling Point.

• C&FA:�Clearing and Forwarding agent

• R&D: Research and Development.

• NDA: New Drug Approval.

• FDA: Food and Drug Administration.

• DCGI: Drugs Controller General of India

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• CDSCO: Central Drugs Standard Control Organization.

• MRP: Maximum Retail Price.

• ISM: Indian System of medicines.

• GATT: General Agreement on Tariffs & Trade

• FMCG: Fast Moving Consumer Goods.

• KOL: Key Opinion Leader.

• CME: Continuing Medical Education.

• DTCA: Direct to Consumer Advertising

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LIST OF KEY WORDS

• Analgesic: are those drugs that mainly provide pain relief.

• Antacids: are medicines that neutralize stomach acid or used to relieve acid

indigestion, upset stomach, sour stomach, and heartburn.

• Antiflatulents: is a drug used for the alleviation or prevention of excessive intestinal

gas.

• Antiseptic: is a substance which inhibits the growth and development of

microorganisms.

• Dermatological: medicine dealing with the skin, its structure, functions, and diseases.

• Detailing: Interacting with doctors in their clinics and promoting the product.

• Digestives: medicine that aids or promotes the digestion of food.

• Drug Therapy: is the treatment of disease through the administration of drugs.

• Generic drug: is a drug defined as "a drug product that is comparable to a

brand/reference listed drug product in dosage form, strength, quality and performance

characteristics, and intended use.

• International Nonproprietary Name: is an official nonproprietary or

generic name given to a pharmaceutical drug, as designated by the World Health

Organization.

• Medical Representative: Medical representative has to sell products of pharma

companies or drug manufacturers by approaching doctors and detailing products to

them.

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• Omeprazole: Medicine belongs to group of drugs called proton pump inhibitors. It

decreases the amount of acid produced in the stomach. Omeprazole is used to treat

symptoms of gastro esophageal reflux disease (GERD) and other conditions caused by

excess stomach acid.

• Prescription Drug: A prescription is a health-care program implemented by a

physician or other medical practitioner in the form of instructions that govern the plan

of care for an individual patient.

• Schedule G drugs: Schedule G drug is a prescription drug that can be sold purely

under medical prescription alone.

• Schedule H drugs: These are drugs which cannot be purchased over the counter

without the prescription of a qualified doctor.

• Schedule K drugs: drug is not sold for medicinal use or for use in the manufacture of

medicines and that each container is labeled conspicuously with the words “NOT FOR

MEDICINAL USE”.

• Schedule X drugs: A drug with a very high teratogenic risk to a fetus, based on

controlled animal studies, which is contraindicated for use during pregnancy.

• Steroid: A type of drug used to relieve swelling and inflammation.

• Throat Lozenges : is a small, medicated tablet intended to be dissolved slowly in the

mouth to temporarily stop coughs and lubricate and soothe irritated tissues of

the throat (usually due to a sore throat), possibly from the common cold or influenza.

• Topical drug: A topical medication is a medication that is applied to body surfaces

such as the skin or mucous membranes to treat ailments.

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CHAPTER- 1

INTRODUCTION

1.1 INTRODUCTION

Advertising is used for communicating, exchanging/delivering business information

to the present and prospective customers. It usually provides information about the

advertising firm, its product qualities, place of availability of its products, etc.

Advertisement is indispensable for both the sellers and the buyers. However, it is

more important for the sellers. In the modern age of large scale production, producers

cannot think of pushing sale of their products without advertising them.

Advertisement supplements personal selling to a great extent. Advertising has

acquired great importance in the modern world where tough competition in the market

and fast changes in technology.

This research delineates that the customer purchase behavior in Pharmaceutical

advertisement is based on the consumer purchase behavior because buying the

medicine lies in the hand of customer (doctor) rather than final consumer

(patient). So the customer (doctor) acts as an indirect consumer. Due to this

there are two types of customers ear-marked in this study, one is doctor who is

indirect consumer and the other one is patient who is direct consumer. In context

to the pharmaceutical industry in India advertisements make an impact on the

prescription behavior of the customer (doctor), along with the direct consumer

who purchase the OTC drug (Over the Counter Drug)1 which doesn’t requires

the prescription of the doctors. The Pharmaceutical marketing differs from other

�� OTC drug are medicines sold directly to a consumer without a prescription from a healthcare

professional

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types of marketing because the consumer i.e. the patients are not the target audience,

whereas the physicians prescribing the medicines are the target audience of the

pharmaceutical companies. It is the doctor who makes the decision on behalf of the

patient. Physicians are privileged with the right of recognizing the need of their

patients and recommend medications for the well-being of their patients. Hence, the

relation between the physician and pharmaceutical companies may create a conflict

between the ethical professional interest of a doctor and his financial self-interest. The

increase in incentives to attract the doctor’s prescription behavior reflects as a rise in

the price of prescription medicines2. The pharmaceuticals resort to many ways in

marketing their product. Giving away gifts, free lunches, sponsoring education and

holidays have all been criticized as inducements which compel a doctor to prescribe

without scientific basis (Gonul FF et. al 2001).

A study from Canada showed that the association with pharmaceuticals leads to less

than appropriate prescribing behavior by the doctor (Lexchin J 1997).Many

physicians, however, do not feel that their prescriptions are influenced by gifts and

other incentives provided by pharmaceuticals (Liu SS 1995). Advertising facilitates

consumer choice and it also enables consumers to purchase goods as per their budget

requirement and right choice which makes consumer happy and satisfied. A good

advertising campaign involves lots of creativity and imagination. When the message

of the advertiser matches the expectations of consumers, such creativity makes the

way for successful campaign. The advertiser expects to create a favourable attitude

which leads to a favourable action. Any advertising process attempts at converting the

prospects into customers. Thus it is an indirect salesmanship and essentially a

persuasion technique and it does not attempt at maximizing profits by increasing the

�� Prescription medicine is those medicines which are referred by doctors.�

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cost but by promoting the sales so in this way it won’t lead to increase the price of the

product. Thus, it has a higher sales approach rather than the higher-cost approach.

Advertisement as a non-personal presentation is different from salesmanship as latter

is personal selling whereas advertising is non-personal in character and it does not

meant for individuals but for all. There is absence of personal appeal in advertising.

There is an Identified Sponsor who may be an individual or a firm, pays for the

advertisement and the name of a reputed company may increase sales of products. In

Pharmaceutical advertising online, in print, television or radio broadcast, direct to

consumer, or direct to physician are all variations of pharmaceutical advertising.

Advertising Campaigns can be strategic and include direct marketing, billboard

design, brochure design and development, video production, medical animations and

more, to circulate information on a new drug. Promotion in one form or another is

employed by every business irrespective of the commodity it produces. However, the

pharmaceutical industry which is regulated by drug rules and medical ethics to

communicate sophisticated information on drug usage to a critical and highly

qualified audience. As a matter of fact, pharmaceutical promotion is a vital source of

technical information and makes an important contribution towards educating the

profession also towards the right usage of the drugs. It is relevant to note at this

juncture that there are three fundamental elements in product costs in any modern

industry or business, and pharmaceutical industry is no exception. These are high

technology manufacturing costs, selling/promotion costs and research and

development costs. In drug industry particularly, the products are rather numerous and

diverse, indicated for a host of disease conditions, and each product has its own

promotional requirements to suit the needs of various specialties in medical practice

which further adds to the costs which becomes more important when the industry has

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to serve doctors in rural areas who are not highly qualified and yet are called upon to

treat a wide variety of diseases prevalent in the rural community.

As said before, the unique aspect of pharmaceutical promotion is the communication

of completely prescribing information on the drugs to highly qualified medical men.

In view of the advances in drug therapy witnessed during the post independence

period, it is only natural that the members of the medical profession wish to stay

abreast of the new discoveries and developments taking place in the medical world

from time to time. For such a target audience, communication about the vital

information on drugs is more than mere promotion is a service. The job of

communicating information and promoting the pharmaceutical products to the

professionals is done through Medical Representatives who plays an important role in

that. It is he who details a product thoroughly to a practicing doctor and discusses the

composition, mode of action of each ingredient, indications, dosage, side effects,

precautions, contraindications, pack and price of the product. Doctor raises several

queries concerning the use of the product in the types of patients he sees in his day-to-

day practice, and thus collects complete information on the product and its relative

advantages over similar other products in the market.

1.2 Classification of Drugs: - In India, the import, manufacture, distribution and

sale of drugs and cosmetics are regulated by the Drugs and Cosmetics Act, 1940

(DCA), the Drugs and Cosmetics Rules, 1945 (DCR) OTC Drugs.

1.2.1 OTC Drugs: - In India OTC drugs has no legal recognition, the phrase ‘OTC’

has no legal recognition in India, all the drugs not included in the list of

‘prescription’ only OTC drugs are considered to be non-prescription drugs. Hence

‘OTC Drugs’ means drugs legally allowed to be sold ‘Over the Counter’ by

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pharmacists, i.e. without the prescription of a Registered Medical Practitioner. All

those medicines which are listed in Schedules H and X of the Drug and Cosmetics

Rules are prescription only drugs. Drugs listed in Schedule G (mostly

antihistamines)3 do not need prescription to purchase but require the following

mandatory text on the label: “Caution: It is dangerous to take this preparation except

under medical supervision”. Currently, non-drug-licensed stores (e.g. non-

pharmacists) can sell a few medicines classified as “Household Remedies” listed in

Schedule K of the Drugs and Cosmetic Act4 in villages whose population is below

1000 subject to certain other conditions.

There are different categories comes under OTC, out of which there are few

categories which have spent maximum in brand building through on TV are as

follows:

1. Rubs/ Balm - Moov, Iodex, Emami Mentho Plus, Himani Fast Relief, Amrujanjan

Joint Ache Cream

2. Analgesic/ Cold Tablet - Dcold, Disprin, Stopache, Crocin.

3. Digestives - Eno, Hajmola, Dabur Hingoli, Pudin Hara.

4. Medicated Skin Treatment - Itch Guard, Krack, Ring guard.

5. Cough Lozenges - Strepsils, Halls

6. Vitamin/ Tonic/ Heath Supplements - Horlicks, Chawanprash– Dabur, Complan,

Boost, Sona Chandi, Calcium Sandoz.

7. Antiseptic Cream/ Liquids - Borosoft, Boroplus, Dettol.

�� Antihistamines are mainly used to help control symptoms caused by health conditions associated with

allergic reactions.��An Act to regulate the import, manufacture, distribution and sale of drugs. �

- 6 -

�

1.2.2 Ayurvedic Medicines: - OTC drugs registered as ‘Ayurvedic Medicines’ (i.e.

traditional Indian system of medicines containing natural/herbal ingredients) are also

regulated by the DCA and DCR. Ayurvedic drugs are manufactured under a

manufacturing license issued by the Ayurvedic State Licensing Authorities. However,

they do not require a drug sale license and can be sold freely by non-chemists.

Some of the largest OTC brands in India are registered as ‘Ayurvedic Medicines’

because of their plant-based natural active ingredients (e.g. Vicks Vapo Rub,

Amrutanjan Pain Balm, Zandu Pain Balm, Iodex Pain Balm, Moov Pain Cream, Itch

Guard Cream, Eno Fruit Salt antacid, Vicks Cough Drops, Halls Lozenges, Dabur

Pudina Hara, Calcium Sandoz etc.). Considering the above framework, key categories

with OTC potential in India would be: vitamins and minerals, health tonics, cough

and cold, gastrointestinal, analgesics, dermatological, herbal/ayurvedic medicines,

among others, which do not contain any substance listed in Schedules G, H or X.

There is also a provision under schedule G and H which exempts Topical or external

use (except ophthalmic and ear/nose preparations containing antibiotics and / or

steroids) applications of the ingredients from these schedules. For Example: while

Diclofenac5 is listed in Schedule H but Topical form of the same is excluded. Some of

the vitamin supplements come under price control, which can be addressed by making

dosage/formulation combination modification. Some of the non-scheduled drugs like

Aspirin also come under price control, through Drug Price Control Order (DPCO).

Additionally, there is also The Drugs and Magic Remedies (Objectionable

Advertisements) Act, 1954 and Rules, 1955. This Act controls the advertisements for

certain category of drugs with a view to prevent people from self medication under

the influence of misleading and exaggerated advertisements.

�� drug used to treat pain and inflammation.�

- 7 -

�

1.3 Drug Promotion and Drug Advertising in India: - Drug promotion in India

or elsewhere has always attracted controversies as it is inherently unethical. (Thawani.

V 2002). Unlike other commodities where consumers are choosers, prescription

practices in the drugs category is driven by drug promotion. The very nature of

prescription drugs market is ethically driven hence it is also called as the “ethical

drug” market. In 1998, the World Health Organization (WHO), in an attempt to

support and encourage the improvement of health care through the rational use of

drugs and to curb unethical marketing practices, came out with a landmark “Ethical

criteria for medicinal drug promotion”. It is an outline document which defines drug

promotion as “as informative and persuasive activity by manufacturers and

distributors in order to induce the prescription, supply, purchase and/or use of

medicinal drugs”. However, as per the WHO this criterion does not constitute legal

obligations; governments may adopt legislation or other measures based on them as

they seem fit. It also advises that other groups may adopt self-regulatory measures

based on them. Drug promotion also includes the activities of medical representatives,

drug advertisements to physicians, provision of gifts and samples, drug package

inserts, direct-to-consumer advertisements, periodicals, telemarketing, holding of

conferences, symposiums and scientific meetings, sponsoring of medical education

and conduct of promotional trials. It is well understood that the pharmaceutical

companies do have trade interests in promoting their products for disseminating

information about the drug it produces, but it should do so in a fair, accurate, and

ethical manner. The blurring boundaries of what constitutes fair practices are of

intense debate in issues involving drugs promotion. Many studies have noted that

drug companies are involved extensively in promoting their brands by paying huge

kickbacks and the relationship between actors in the distribution network is almost

- 8 -

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always based on perverse set of incentives (Angell M. 2005). Studies have also

identified the variety of ways and means in which the drug industry influences doctors

and the doctor’s in turn due to their fiduciary position are susceptible to perverse

incentives. In the year 2008, the pharmaceutical industry in India spent a total of Rs

4941.15 crore, in which advertising expenses were 823.57 crore and drug marketing

2470.44 crore.6 The Indian Medical Council Act 1956, and the Code of Medical

Ethics 2002, governs the conduct of physicians in India. There are voluntary

resolutions of various industry associations providing necessary guidance on drug

promotion, but they have not been effective. In fact, there seems to be no logical

reason that the voluntary codes which aim at restricting or regulating drug promotion

is in direct conflict with the interests of drug industry. In totality, all measures

currently available under law have largely remained ineffective to deal with the

collusion crises in the prescription drug markets. An editorial in one of India’s reputed

medical journal quotes that “The International Federation of Pharmaceutical

Manufacturer's Association which had first suggested a self regulatory code of

pharmaceutical marketing practices in 1981 adopted the revised version in 1994”.

There seems to be obvious double standards in adoption of the code. While in the

developed countries, these firms often publish reasonably ethical advertisements

which are published in medical journals, the very same companies promote the same

drug for different indications in developing countries.

Advertising, as distinct from promotion is generally used as a direct measure to

popularise a particular drug or a remedy. It is governed by the Drugs and Magic

Remedies Act.7

�� 6 Source www.cci.gov.in. 7 An Act to control the advertisement of drugs in certain cases, to prohibit the advertisement for certain purposes of remedies alleged to possess magic qualities and to provide for matters connected therewith.

- 9 -

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The Drugs Enquiry Committee, 19308 under the chairmanship of Sir R. N. Chopra

was the first authoritative attempt by the Government to look which scrutinized the

pamphlets of drugs which made spurious claims. However, not much has been

achieved since then except the introduction of the Drugs and Cosmetics Act, 1955 has

“largely remained unenforced due to the apathy and general disinterest of the health

care fraternity and the industry refuses to be cowed down by legislative

enforcements” (Thawani.V. 2002). For example: Hamdard Dawa khana filed a writ to

the Supreme Court of India asking it to declare the direction for recalling 40 drugs as

bad in law as basically violating their right to free speech and right to carry on trade

and business.

It is well recognized that in case of prescription of a drug- where the doctor is

decision maker for the ultimate user the patient, the industry has a powerful influence

on prescribing habits (Lancet 1993). The industry is often blamed for its marketing

practices, which has been considerable covered and discussed in western literature

(Angell.M. 2005). It is noted that while doctors uniformly deny that their

understanding of drug is influenced by the activities of industry, there is considerable

evidence to support the efficacy of the personal encounter with a medical

representative in shaping doctors' attitude towards drugs (Bhat.AD 1992). There is an

essential difference between promotion and information. While delivering

information to the doctors about new drugs, including its usefulness and efficacy may

have precompetitive effects, marketing strategies adopted by firms may downplay the

demand side and hence raise prices for consumers. How doctor decides which drug is

to be prescribed to his patients is at the heart of controversy. Popular news reports and

mapping of recent incidence of collusion between the profit-oriented pharmaceutical

�� 8 A committee which scrutinized the pamphlets of drugs which made spurious claims.

- 10 -

�

companies, pharmacists and doctors, it is noted that these actors are routinely wooed

with gifts ranging from mobile phones to sponsored weddings and sometimes

postpaid mobile connections are also provided. Interviews conducted during the

course of this study reveal that it extends from sponsored conferences in five-stars to

high-value gifts like motorcycles and. There are even cases where pharma companies

helped doctors to set up small nursing homes. However, there is no concrete evidence

to point specific people, institutions or companies, since these interviews were held in

confidence. A list of three collected news items published in the Times of India on

drug promotion does portray various facets of drug promotion in India. Such

incidences have long been noted in the medical fraternity, but have rarely been

thoroughly investigated. In this study, based on earlier studies and reports, investigate

such practices from a horizontal and vertical agreement point of view. This is despite

the fact that inappropriate prescriptions could lead to dangerous side effects, medical

complications and needless expenses for patients. It has also been noted that medical

associations have allegedly warned pharmaceutical companies, that they you don’t

sponsor our conference they will boycott your drugs. Some experts and commentators

are also of the view that breakthrough drugs that enter the market early are promoted

through scientific information.Some interviews also reveal that drug companies

sponsor weddings and birthdays of doctor’s kith and kin. Medical representatives are

under constant pressure to push for higher sales they reason why they resort to

providing perverse set of incentives to the doctors. The sales driven motivations for

MRs warrant that MRs resort to activities that can call ethics of promotion into

question. Studies have indicated that promotional materials provided by

pharmaceutical companies through their representative cannot be entirely relied upon.

Source of primary literature on drug promotion are articles published in peer reviewed

- 11 -

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journals, secondary literature includes abstracts of various types of published

literature, reference from text books and other standard literature. Commentators point

that few physicians are equipped with skills to critically evaluate and appraise it. It is

noted that lack of proper methodological understanding among physicians to evaluate

these drugs is the prime reason for them being swayed away with arguments

presented in promotional literature. It is suggested that physicians must see if a new

drug is relevant to their practice in terms of population studied, the disease and the

need for new treatment (Shetty VV et.al., 2008).

These are the following method of pharmaceutical advertising-

1.3.1 Advertising to the General Public:- The Drug & Magic Remedies

(Objectionable Advertisement) Act & Rules mentions a list of ailments for which no

advertising is permitted. It also prohibits false or misleading advertisements which,

directly or indirectly, give false impressions regarding the true character of the drug,

make false claims, or are otherwise false or misleading in any particular respect.

There is an OPPI Code of Pharmaceutical Marketing Practices, 20101, based on the

IFPMA code. Currently, there is no specific law which prohibits the advertising of

prescription drugs.

1.3.2 Advertising the Products in Medical Journal: - Journal advertisements

attract attention because they are visually appealing also see them as a way of keeping

medical practicenor up-to-date. The Ethical Criteria for Medicinal Drug Promotion

developed by the World Health Organization (WHO) suggest the types of information

that, as a minimum should be contained in a journal advertisement (WHO 1988), (see

box ). The aim is to ensure that basic information needed for prescribing decisions is

present.

- 12 -

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The medicine’s International Nonproprietary Name (INN), usually the generic name,

is a key piece of information that should always be included. Generic names help

doctors and pharmacists to identify which class a medicine belongs to and can

prevent doctors from unknowingly prescribing two medicines from the same class to

a patient.

The World Health Organization’s Ethical Criteria recommend that the following

information be included in pharmaceutical advertisements appearing in medical

journals.

� Name(s) of the active ingredient(s) using either International Nonproprietary

Name (INN)

� (INN) or the approved generic name of the medicine

� Brand name

� Content of active ingredient(s) per dosage form or regimen

� Name of other ingredients known to cause problems

� Approved therapeutic uses

� Dosage form or regimen

� Side effects and major adverse medicine reactions

� Precautions, contraindications and warnings

� Major interactions

� Name and address of manufacturer or distributor

� Reference to scientific literature as appropriate

- 13 -

�

1.3.3 Direct mailing of publicity material to doctors:- It is the sending of

publicity material like Textual and Audio-Visual Promotional Material to Doctor.

There has been a massive growth in direct mail campaigns over the last 5 years.

Direct mail allows an organization to use their resources more effectively by allowing

them to send publicity material to a named person within their target segment.

By personalizing advertising, response rates increase thus increasing the chance of

improving sales and it may be discussed in chapter 4.

1.3.4 Medical conferences, especially for a new product: - Companies organize

medical conference to promote new products in order to provide the information like

uses, dose regimen, contradiction & adverse effect etc. to the medical practitioner.

1.3.5 Electronic or Broadcast Media Advertising :- Electronic or broadcast

media consists of (i) radio, (ii) television, (iii) motion pictures, (iv) video and (v) the

internet. The radio is audio in nature, appealing only to the sense of sound (ears).

Radio advertising is more effective in rural areas, as compared to urban regions.

Television, as an advertising medium, is more attractive and effective because it is an

audio-visual medium appealing to both the senses of sight sound (eyes and ears).

Different methods, such as spot announcements, sponsored programmes etc. are used

for broadcasting advertising messages. However, broadcasting media are very

expensive form of advertising and sometimes it also undertaken through movies,

video, and the internet.

The following OTC medicines advertising can be seen: -

• Digestives

• Antacids

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• Antiflatulents

• Cold rubs and analgesic balms/creams

• Vitamins/tonics/health supplements (especially herbals and ayurvedic

registered)

• Medicated skin treatment

• Analgesic/cold tablets

• Antiseptic creams/liquids

• Glucose powders

• Cough syrups

• Throat lozenges

• Medicated dressings (Band-Aids)

• Baby gripe water

• Ayurvedic medicines and preparations

1.3.6 Outdoor Media: - This includes posters, neon signs, transit, point of purchase

(POP), etc. Outdoor advertising can be a good supporting media to other forms of

advertising. It is a good form of reminder advertising, especially, the POP advertising.

1.3.7 Other Media: - This includes direct mail, handbills, calendars, diaries, cinema

advertising and internet and so on. These miscellaneous media can play an important

supporting role to the major media such as television, and newspapers.

1.4 Pharmaceutical Advertisement for OTC medicine or Direct Consumer

advertising: - Prescription drugs are the drugs which are required to be dispensed

- 15 -

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under the supervision of a physician. On the other hand, over the counter drugs can

be sold directly to the consumers/patients without any doctor's prescription. The

traditional pharmaceutical media for exposing and raising the product message of

prescription drugs are professional journals, magazines or newspapers, direct mail,

convention or hospital displays and service items such as educational films, medical

illustrations and photographs, office supplies, text books, and exhibitions etc.

Pharmaceutical Advertisement for Direct Consumer normally done by Print Media

Advertising. The print media consists of newspapers, magazines, journals, handbills,

etc. No newspaper or journal today can survive without advertising revenue. Print

media advertising, even today, is the most popular form; and revenue Derived by

mass media from advertising has, therefore, been progressively increasing year after

year. Print media appeals only to the sense of sight, i.e. eyes. Printed advertisements

have the advantage of being directly in front of the consumer who elects to read them.

By reading an advertisement the consumers becomes better informed and are more

likely to follow-up on the product. In addition, print media has the advantage of being

tangible to consumers who can carry the medium with them or follow-up with it on

the web.

1.5 Strategies for New and Switched OTC Pharmaceutical Products:- OTC

marketing strategies are most important and unavoidable aspect of any pharmaceutical

organization especially what happens when a pharmaceutical products losses the

patent protection, it is important to consider whether radical change is really

necessary. It may be that the pharmaceutical product is operating in a niche category

that is too small to attract challenging generic competition, at least in the short term. It

could also be that the awareness and image of the brand is so strong in patients and

doctors minds that it would retain most of its equity even after the loss of patent

- 16 -

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protection. In most cases however, the entry of generic competitors radically alters the

competitive setting and calls for appropriate radical responses, the few major

strategies available to pharmaceutical brands facing competition from OTC and

generic products are briefly reviewed. Marketing strategies available for a

prescription drug facing competition from existing generic product involve a trade-off

between brand building and price competition.

A company can also resort to no marketing oriented strategies such as legal efforts to

extend patent protection or tactical alliances with generic makers and can

simultaneously implement different strategies, thereby creating a hybrid model. It is

nevertheless useful to review each strategy independently, starting from the most

common to the least common. Some of the strategies are discussed here

i) Low Price strategy: This strategy has the lowest potential for brand building. On

the other hand, narrowing the price gap with revital addresses the main problem

created by the expiry of the patent; that the equity of the brand can no longer sustain a

large price differential with what is, essentially, the same product. At the extreme,

comparing the price with the generic will make doctors, pharmacists and regulators

indifferent between the two and may force the weakest generic makers out of the

business, given their lower economies of scale. On the other hand, price competition

invites retaliation and can quickly degenerate into a price war that would kill all the

profits in the category. Another issue to be kept in mind here is that most doctors who

prescribe the drug are not aware of prices. Communicating the price to the consumers

is therefore an integral part of this strategy.

ii) Divest strategy: - It involves cutting all promotional and research expenses

once the brand faces direct competition from revital and redirecting the savings

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towards brands that are still enjoying patent protection. Sometimes, this ‘milking’

strategy actually involves price increases to take advantage of the higher brand equity

of the brand among the smaller segment of hard core loyal customers. This strategy

leads to the lowest levels of brand building as the brand is not supported and price

competition as the price advantage is not challenged. The success of this strategy

depends on the inertia of doctors, patients and the other Stakeholders. When their

motivation to switch to the newly-available generic is low, either because of low

financial incentives or strong attachment to the brand or to the value of brand equity

for funding research and development, such a strategy can deliver high profitability, at

least over the short term. As many examples have shown, it is not always easy to

convince doctors and patients to upgrade to the new patent protected drug in the

category and patenting these next-generation products is becoming increasingly hard.

One of the major drawbacks of this strategy is that it encourages generic makers to

challenge drug patents more aggressively, knowing that the market will be all theirs as

soon as they have received the green light. Introducing new and improved flavors,

packaging, or delivery systems can lead to additional emotional or functional

consumer benefits. The resulting differentiation enhances the awareness and image of

the brand and hence increases its equity. Because these innovations typically do not

extend patent life however, it is more difficult to pass the costs on to the consumer

when facing generic competition and hence, this strategy’s leads one step ahead

towards price competition. In addition, these improvements can be easily copied by

generics and thus often have only a weak impact on sales, while reducing margins.

These changes can also be perceived as marketing gimmicks and hurt the perceived

scientific integrity of the brands which Provide more value to the money.

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iii) Innovation strategy sort of introducing a completely new molecule,

pharmaceutical companies can innovate by launching new forms and dosages or by

demonstrating effectiveness for new indications. They can also innovate by offering

better services for doctors and better communication on the illness and on the brand

through higher promotion by the medical representatives. Compared with the ‘Milk

and Divest strategy, this option also entails low price competition, but can improve

the equity of the off-patent brand by offering additional patent protection. On the

other hand, innovations require years of research before being authorized and, in some

countries, do not necessarily extend the duration of the patent. Provide more value for

the money introducing new and improved flavors, packaging, or delivery systems

(e.g. easy to swallow pills, or patches) can lead to additional emotional or functional

consumer benefits. The resulting differentiation enhances the awareness and image of

the brand and hence increases its equity. Because these innovations typically do not

extend patent life however, it is more difficult to pass the costs on to the consumer

when facing generic competition and hence, this strategy’s lead is one step ahead

towards price competition. In addition, these improvements can be easily copied by

OTC marketing companies and thus often have only a weak impact on sales, while

reducing margins. These changes can also be perceived as Marketing gimmicks and

hurt the perceived scientific integrity of the brand. Pharmaceutical companies can try

to fight at both ends of the market by introducing their own generic. This will reduce

the profitability of generic makers and may deter them from entering the category. On

the other hand, pharmaceutical companies have realized that producing and marketing

revital requires different skills to their traditional business and that it is difficult to be

a strong player in both business models.

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To overcome this difficulty, pharmaceutical companies can license the drug before the

expiry of the patent in exchange for royalties. The new copy will typically be priced

higher than a true generic, but will benefit from first mover advantage, preferential

access to raw material and manufacturing know how, while still deterring entry from

other generic makers.

1.5.1 Invest in generics: - Pharmaceutical companies can try to fight at both ends of

the market by introducing their own generic. This will reduce the profitability of

generic9 makers and may discourage them from entering the category. On the other

hand, pharmaceutical companies have realized that producing and marketing generics

requires different skills to their traditional business and that it is difficult to be a

strong player in both business models. Finally it is inevitable that the competition

from generics will erode the profitability of the original brand and pharmaceutical

companies should not put up a fight and the continuous investments in brand building,

coupled with price cuts and at the end consumers, marketers both are happy.

1.5.2 Pharmaceutical Companies Business Strategies for Prescription Drugs: -

One of the constants of pharmaceutical company strategy over the past decade has

been increasing scale. Only by growing larger are companies able to afford the

considerable costs of drug development and distribution. Within this broad approach

at least two business models are discernable:

(i) Super Core Model involving the search for, and distribution of a small

number of drugs from Chronic Therapy Area that achieve substantial global

sales. The success of this model depends on achieving large returns from a

�� Generic drugs are marketed under a non-proprietary or approved name rather than a proprietary or

brand name.�

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small number of drugs in order to pay for the high cost of the drug discovery

and development process for a large number of patients. Total revenues are

highly dependent on sales from a small number of drugs

(ii) Core Model in which a larger number of drugs from Acute Therapy Area

are marketed to big diversified markets. The advantage of this model is that

its success is not Dependant on sales of a small number of drugs.

1.5.2.1 Marketing approaches of Super Core Model: - In pharmaceutical market

there has been a significant shift from Acute towards Chronic Therapy area. Chronic

segments are driving the growth of the market as leading prescribers in these

segments are specialists as opposed to general practioners. This is evident from high

growth rates achieved by firms like Sun Pharma, Dr. Reddy Laboratories and Dabur

Pharma Ltd. who have focused on these segments.10 Medical representatives are

rearranged throughout the new companies and more or less some of the sales

representatives are afraid of losing their job, due to the changing scenario and the

possible lay offs. On the other hand, the new, bigger, pharmaceutical companies are

competing more and more with one another and in order to stress their products might

adopt a more aggressive sales strategy. For Example: sometimes in the same

geographical area there are five representatives for just one company, or different

representatives for the same drug in different settings. As a result of the new

aggressive strategy, the aggressiveness of representatives has also been increasing,

since the larger stress exerted by their companies might affect their stay in the

company. Therefore, they tend to have more frequent visits to encourage doctors to

�� 10 Source S.K.Saxsena “A review of marketing strategies work by different pharmaceutical

companies”

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prescribe drugs and thus increase sales. In this model medical representatives are the

key actors. For Example: in a small oncology11 unit almost 40 sales representatives

interacting with doctors, and most of them are coming for a visit on a regular once a

month basis as this is the restriction put by doctors of meeting only once in a month

that to on a fix time only, in order to stress the usefulness of their products and push

clinicians towards the use of their drugs. This means that basically there are at least

two representatives every day in busy clinic asking for a short meeting to support their

product. The pharmaceutical distribution channel is indirect with usually three

channel members i.e. depot/C&FA, stockiest and chemist and it is shown in figure

1.1.

Fig.1.1: Pull System Working In Chronic Therapy Segment

�� 11 Oncology is a branch of medicine that deals with tumours.

CORE CUSTOMER

(Doctor)

END- CUSTOMER

(Patients)

NON CORE CUSTOMER

(Retailers)

CUSTOMER

(Stockiest)

CUSTOMER

(C & FA)

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Pharmaceutical marketing is a specialized field where medical representatives form

the backbone of entire marketing effort. Moreover field force should have good

product knowledge of their products over other so as to convince doctors and PULL

the demand for their products i.e. from Doctor to Retailer to Stockiest to C&FA to

company.

1.5.2.2 Marketing approaches of Core Model:-Pharmaceutical companies appoint

one company depot or C&FA usually in each state and authorized stockiest(s) in each

district across the country. Company depot/C&FA send stocks to authorized stockiest

as per the requirement and then retail chemists buy medicines on daily or weekly

basis from authorized stockiest as per demand. Patients visit chemists for buying

medicines either prescribed by a doctor, advertised in the media or through any other

channel. Here patient is end customer and doctor is direct customer for any

pharmaceutical company but from the doctor’s point of view who acts as a direct

customer, he wants an effective supply chain management for prescribed company.

In present scenario companies are focusing more and more on the availability of

products so as to enjoy good image at the customer’s (doctors) workplace. Many

companies such as Glaxo, Pfizer, Dabur, FDC, Aventis and Cipla etc. are known for

their availability of products. For marketing of these types of products companies

require more and more field force to remind their products on daily basis to their

direct customer (doctor). Moreover field force should have good knowledge of

product schemes and offers. Also field force is required to have a good rapport with

retailers. Field force also required to ensure good availability of their products to

convince doctors and PUSH their products i.e. from to stockiest to doctor via retailer

and it is shown in fig 1.2. It has also been observed that sometimes there are more

than fifteen or sixteen representatives in a day are meeting with their customer and

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requesting for same type of products. Although field force visits are important for an

update on drugs and their usage to the customers. The doctors are, in general,

sneaking away, trying to hide from sales representatives, since there are too many and

they are too pushy and there is very little time, and the representatives probably have

noticed that the reluctant doctors have always less time for short meetings and less

interest and tend to reduce the time of the visit.

�

Fig 1.2 Push System Working In Acute Therapy Segment

The relationship between medical Practitioner and representatives has always been

good and pharmaceutical companies have provided and are still providing the major

economical support for customers' continuous medical education towards the new

advancements in pharmaceutical industry and it is diagrammatically represented in

CORE CUSTOMER

(Doctor)

END- CUSTOMER

(Patients)

CORE CUSTOMER

(Retailers)

CUSTOMER

(C & FA)

CORE CUSTOMER

(Stockiest)

- 24 -

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fig. 1.3. Something needs to be done to find a solution to this problem that takes into

account the needs of both pharmaceutical companies and their representatives on one

side and physicians on the other, for a better professional interaction so a push system

develops and in this system, doctors and retailers are the core customers and the major

thrust is given to build and retain these customers. Here retailers are also core

customer as most of the times they are substituting the products based on their own

discretion. For retaining and developing customers, the companies normally provide

gifts like sponsorship for various conferences like small gifts & sponsorship to remind

the products on daily basis.

Pharma Company

Company Depot/C&FA

Stockiest Medical Representative

Chemist

Patient Doctor

Source: SK Saxsena (Supply chain of Indian Pharmaceutical Industry)

Fig. 1.3 Relationship between the key players of pharmaceutical industry

1.6 Pharmaceutical marketing process and challenges: - Sometimes called

medico marketing or pharma marketing in some countries, is the business of

advertising or otherwise promoting the sale of pharmaceuticals or drugs. In the

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pharmaceutical and healthcare industries, a complex web of decision-makers

determines the nature of the transaction (prescription) for which direct customer of

pharma industry (doctor) is responsible. Essentially, the end-user (patient) consumes a

product and pays the cost. Use of medical representatives for marketing products to

physicians and to exert some influence over others in the hierarchy of decision makers

has been a time-tested tradition.

1.7 Growth Rate of OTC Medicines: - India currently ranks 11th in the global OTC

market size. It is estimated that it will reach 9th position within five years. Currently

the Indian OTC market (including frank OTC medicines which are advertised and

deemed OTC brands, and ones that are non - advertised or Rx marketed but with large

OTC sales component) is estimated to represent approximately USD 1,813 million

(euro 1362 million) with an annual growth rate of 10.7 percent at the end of calendar

year 2009.12

Source: IMS Health market prognosis, March 2010

Fig.1. 4 Showing the growth of Indian OTC sales in US $ from 2006-07 to 2009-

2010

�� 12 Source Pharma Times 2011

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Source: PWC report on Indian pharma 2013

Fig1. 5 showing the segment wise Indian OTC market percentage in 2013

Table 1.1 Showing top ten Indian OTC brands as per their sales and growth13

Top 10 Indian OTC brands

S.no Leading brands (Sales $Million) India

2008 2009 Growth'09/08

1638.9 1813.4 10.7

1 Dabur Chyawanprash 75.8 84.5 11.5

2 Vicks 72.4 81.9 13.1

3 Boroplus 29 32.9 13.4

4 Revital 25.4 30.7 20.7

5 Zandu Balm 28.4 30.5 7.6

6 Dettol 23.7 26.4 11.2

7 Liv.52 25 25.8 3.4

8 Becosules 22.7 24.9 10.1

9 Hajmola 20.2 21.2 4.9

10 Iodex 17.6 20.7 18.2

�� 13 Source : Nicholas Halls DB6 2010

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Source: Pharma Outlook 2012

Fig. 1.6 showing the percentage of OTC and prescription drugs used by Indians

1.8 Branding in Pharmaceutical Marketing:- Branding is a key issue in the

pharmaceutical industry; product managers have evolved into brand managers and are

beginning to understand the dynamics of brand equity that lie at the heart of product

development and marketing. However, with no established 'best practices' in brand

management, those tasked with steering brands around the various hurdles and

challenges presented by pharmaceutical markets must use all available learning and

experience to help in building the leading brands of the future. Branding in

pharmaceutical industry largely depends on the type of product. Branding strategies

for Over-the-Counter (OTC) drugs would differ from branding strategies for

Prescription drugs. Pharmaceutical products are no longer just drugs, they are brands.

Though as a brand, it is possible to communicate a promise, an essence, and

aspiration which build loyalty. In the past and even today, pharmaceutical industry

branding is not prominent compared with the business-to-business and in consumer

segments but largely by choice. For decades, a pharmaceutical Companies brand

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success formula was simple: discover a drug that was needed, introduce it to the

doctor via a medical representative, and watch the prescriptions get filled. What is

more, the products themselves, secured under a decade of patented protection, were

almost guaranteed to generate large profits. Integrated brand strategies were unheard

of and unimportant. Pharmaceutical branding is an important way of creating

awareness among the public to the potential benefits of drugs and medicines. The

marketing process and branding give the public ready knowledge of what the product

is about and thereby induces them to buy that particular product from among many

other similar products in the market. Marketing teams are spending more and more

resources on getting the name of the pharmaceutical product right. However naming a

drug or medicine is not the same as naming an electronic consumer product or FMCG

product careful thought and consideration to all important factors is required for a

pharmaceutical product. If the product is going to be sold internationally then the

name should not be wrong when translated into the local languages.

1.9 Understanding Consumer Behavior:- The term consumer behaviour is defined

as the behaviour that consumers displays in searching, purchasing, evaluating and

dispensing of products and services that they expect will satisfy their needs. The

modern day marketing discussion centers around the need for modern marketing to be

consumer oriented and to be concerned with the needs and wishes of the consumer

and thus, studying consumer behaviour is critical, for companies, in getting success of

the products in the market. The consumer is considered as king in today's scenario of

marketing. Gone are the days when manufacturers could have sold anything to the

consumers. Now a days it is consumer whose buying preferences decide what should

be manufactured, in what quantity and what should be the quality of the product more

or less it depends upon the 4p’s of marketing mix and 4c’s of consumer mix.

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Thus a marketer has to take into account various factors while deciding on marketing

a product as consumers have different preferences and some times totally diverse

preferences. So the task of manufacture and marketer becomes onerous and therefore

it is very important to understand the consumer behaviour. Understanding consumer

behaviour is still arduous in the field of pharmaceuticals as the target customer is not

the end user but the influencer i.e. the doctor who generates the prescription.

1.10 Consumer Behavior in Pharma Sector: - Unlike direct 'seller to user sales'

pharma selling is a multiple tier process. Here the consumer/user is not in direct

contact with the salesman. Here the medical practitioner decides on the behalf of

patient/consumer, which product needs to be bought, in what quantity, when to be

consumed and how long to consume. Hence regular, continuous study of prescribing

behavior of physicians is very important for pharmaceutical marketer and this

consumption and purchase mechanism/behavior is shown in fig 1.7 and the cause of

purchase behavior and impact of advertisement will be discussed in chapter 4.

Medical Practioner

Influence Feed back Feed back Influence

Salesman Consumer

Buys from Sells to Sells to Buys from

Distributor Whole seller Retailer

The Distribution Chain

Fig 1.7 The Distribution Chain

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1.11 Consumer Pyramid:

This is a very efficient tool in the hand of the marketer to study consumer behaviour

even more closely. This pyramid has four tiers:

1. Platinum tier: - It includes heavy users/prescribes who not price sensitive are

and who are willing to try new offerings.

2. Gold tier: - They are also heavy users but are more prices sensitive. They ask

for more discounts, free samples etc. and are likely to prescribe several brands.

3. Iron tier: - It consists of customers who are spending volumes; profitability

and prescribing pattern do not merit special treatment from the company.

4. Lead tier: - It consists of customers who actually cost the company money

because they claim more attention then is merited by their spending, tie up

company resources and spread negative work of mouth.

The four tiers described above can be compared with traditional New Product

Adoption Process as described in fig 1.8 along with the percentage. The first tier,

platinum tier can be compaired with the "Innovators" as these customers are trying to

experiment and accept new offering from the companies. The next tier i.e. gold tier

can be compared with "Early adopters and Early Majority" as these customers are

responsible for growth phase of a product life cycle due to substantial use of the

products. The third tier i.e. the iron tier can be compared with "Late Majority" who

have adopted the product very late in the product life cycle and are very cautious

while using the products and the brands. And the last tier i.e. lead tier can be match up

with the "Laggards" who would hardly try the product and actually drains out the

companies resources.

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(Source: Consumer Behaviour in Pharmaceutical Marketing)

Fig 1.8 New Product Adoption Process

1.11.1 Factors Influencing Consumer Behavior

The various factors influencing consumer behaviour are: -

1. Cultural factors

2. Social factors

3. Personal factors

4. Psychological factors

5. Psychographic factors

1.11.1.1 Cultural Factors: - Culture is the fundamental determinant of a

persons want and behaviour. Companies often design specialized marketing programs

to serve each subculture. This programme is called diversity marketing. The effect of

culture upon a consumer’s behaviour is considerable, and culture is a factor which has

the greatest influence (Kotler 2003). Culture creates the foundation of the individual’s

values, opinions and behaviour, and is learnt from the other members of society or

from school and institutions that play a significant part of one’s environment and

these traits constitute what the consumer values, wants are and therefore do affect the

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way consumer acts. Culture also consists of different subcultures that group people

by their nationality, ethnicity, geographic location, religious views or by their set of

shared values. By targeting members of a specific culture or sub-culture, businesses

can tailor their marketing mix to match the needs and values of that segment. (Kotler

2003). Consumers are more prone to accept products that are in line with the values,

preferences, customs and norms of their culture. Nonethe-less, a culture is constantly

evolving and the values, social structures, worldviews and other cornerstones of the

culture change through time. Society is divided in social classes which group

members of society that have a similar social status and a comparable behaviour and

these social classes display the hierarchy of society, and are characterized by a set of

factors (Solomon et.al. 2006). A common way to determine a consumer’s social class

is through the income, occupation and education but these are only factors that

influence how the person is ranked in society. To determine the accurate social class

is not always easy or obvious as the social classes can also change through time when

people climb up the corporate ladder or even change to an occupation of a lower rank.

Also, new family relationships can have a rapid change on someone’s status and

social class. For Example: The people of Germany pronounce the letter 'V' as 'F' so

while pronouncing word VICKS they call it FIX, rather than VICKS so the marketing

of VICKS in Germany led its name to be changed to suit the German Culture. Indians

are much more oriented towards ayurvedic or herbal medicines. It is in the Indian

culture to use Neem, Tulsi and Haldi etc. So, it's much easier to position non -

allopathic drugs in India because of its cultural set up.

1.11.1.2 Social Factors: - A consumers buying behaviour is also affected by

the people around. Family is a strong entity that has an influence on buying

behaviour. This includes both the parents, as well as the spouse/husband and kids with

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whom the consumer might regularly spend his time. Through the upbringing, parents

teach their children about love, self-esteem, economics, politics and so forth. With

this guidance the influence of the parents does not cease to affect the child even after

the child no longer lives with the parents, and therefore can have an influence on the

consumers behaviour throughout life. The opinion of a spouse and kids can directly

affect and guide the purchasing decision. According to Kotler et.al. (2005) there is

however, a big difference of influence by a spouse depending on the product category,

and there are several buying roles that a per-son can take on. The buyer is not always

the user, and thus the purchase may be made for someone else keeping that person’s

opinions in mind. The initiator is the one who comes up with the idea of buying a

certain product or service, whereas the influencer is the one who’s opinion matter and

is taken into consideration when making a purchasing decision. The final decision

about whether or not to buy, and how, when and what to buy is made by the decider.

(Kotler et.al., 2005).

The social factors which influence consumer behaviour are:

i. Reference group

ii. Family

iii. Social status and role

1.11.1.2.1 Reference group: - A reference group consists of all the groups that

have a direct (face to face) or indirect influence on the person's attitudes or behaviour.

Now these reference groups have an opinion leader and they are the persons who offer

advice or information about a specific product or product category and suggest which

brand is best (should be discussed in chapter 4). A marketer should know how to

reach and influence these opinion leaders in order to influence consumer purchase

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behaviour. For Example: In pharmaceutical field while marketing a product, it is

important to identify certain Key Opinion Leaders (KOL) who have influence on the

prescription pattern of other doctors in specific areas or have wider geographical

reach. If these KOL's start prescribing the product, many doctors also prescribe the

product.

1.11.1.2.2 Family: - Family is an important determinant of social factor. If there

is a physician whose father is also a physician it is natural that he will have a liking

for the same drug that his father used to have.

1.11.1.2.3 Social status and role: - The person’s position is defined in terms of

role and status. People choose products that communicate their role and status. A

physician depending on its specialty, experience and social status will go for the drug

that will match his social status. A well known renowned physician will surely go for

the branded drugs rather than generic drugs. Further prescribing pattern will also have

influence depending on the types of patient a doctor treats. For rich patients a doctor

may prescribe costly products while for a poor patient he may not do so. This means

that buying capacity of patient also influence’s the doctor’s in their prescription.

1.11.1.3 Personal Factors: - Consumers can furthermore be segmented

according to their personal characteristics and personality type that shape their

consumer behaviour. Research can bring out personality traits that are common for

users of certain products, and thus describe and group consumers that hold specific

characteristics. Consumers can for instance be grouped depending on if they are

social, confident, aggressive or adaptable because they may portrait similarities in

behaviour due to these characteristic. Not only are personality and personal traits

affecting the consumer’s behaviour but also the consumer’s self-concept. The self-

concept stands for the way the consumer does see himself and the way he evaluates

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his own attributes. The self concept is related to the buying behaviour seeing that an

individual’s belongings often demonstrate what the person is like or how the person

is? Nevertheless, there are three types of self concepts to take into account when

drafting a marketing strategy or seeking to understand consumer behaviour. The

actual self-concept does display how a person sees himself. In addition the person has

an ideal self-concept which reflects how he would ideally like to see himself.

Additionally there is the self-concept of others which shows how the person thinks

that other people see him. Thus the consumers behaviour can be influenced by any of

these three self-concepts and the consumer can either act according to what he thinks

he is, what he wants to be or according to what he believes that others think he is.

(Kotler et.al 2005). Depending on how positive a consumer’s actual self concept is the

better is his self-esteem. Advertisement can have great influence and shape the

consumer’s self-concept and self-esteem as consumers compare them to what they see

in advertisements. Consumers can create a link between the advertised product and

the person displayed in the advertisement, and form their personal image of the

product brand accordingly. This brand image can then influence the decisions, the

consumer makes when choosing between available products (Solomon et.al 2006) and

the level of influence will be discussed in coming chapters.

The various personal factors which influence consumer behavior are:

i. Age and stage in the life cycle

ii. Occupation and economic circumstances

iii. Life Style

iv. Personality and self concept

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1.11.1.3.1 Age and stage in life cycle: - The choice of product and brand differs

with age. With the increase in age and experience of physicians, their prescribing

behaviour changes as they behave as laggards in new product adoption process.

Younger physicians can easily go for new drugs or brands. Whereas the experienced

doctors mostly go for renowned, well established or well known drugs or brands. It

may be easier to convince a younger doctor to try a new product or a brand as

compared to an experienced doctor as they are early adopters. The most important

determinant factor is the place of work i.e. whether he works in a government

hospital, general hospital, and private hospital or in a private clinic and accordingly to

that doctors used to prescribe drugs of different brands.

1.11.1.3.2 Personality and self concept: - Personality is the individual

characteristic that makes a person unique as well as consistent in adjustments to the

changing environment. It is an integrated system that holds attitude, motivation and

perception together. Further a doctor that has learnt in his early stages, For Example:

during study or internship, is likely to be loyal to a particular brand rather than

switching to other brand and companies should focus on developing a self concept

among doctors about a companies products and I had studied during my field research

that the young doctors or interns, residents only prescribe those drugs which are

recommended by their seniors or by professors.

1.11.1.4 Psychological Factors: - Motivation can be used to describe one’s

behaviour and it can be seen as the reason behind one’s actions. Motivation is what

drives individuals to attain a certain goal. When the consumer feels a need, there is

tension that the consumer wants to eliminate by satisfying that particular need. If the

drive to reach that goal is strong enough the consumer will possess a motivation that

drives and pushes him towards its realization (Solomon 2006). In accordance to a

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theory outlined by Sigmund Freud14, consumers are not fully aware of their true

motivations and are not always able to explain them. Freud’s theory points out that

unconscious motive which have their roots in the individual’s childhood affect the

consumer’s choices. The theory also acclaims that consumers may base their product

choice on a product’s symbolic meaning, in order to be able to satisfy a desire that is

not acceptable but which the consumer can find symbolised in an acceptable product

(Solomon et.al.,1999). Abraham Maslow15 on the other hand, explains motivation

through his hierarchic pyramid where consumers are motivated by needs that have a

different classification and that are part of a hierarchy (Kotler et.al., 2005). With the

help of the five senses; taste, smell, sight, touch and hearing, consumers interpret their

surroundings. With the process of choosing, organizing and interpreting stimuli

consumers create their own perception. Because the perception of a person differs to

one another, the buying behaviour does as well. Consumers are drawn to prod-ucts

not only by their practical function but also by the hedonic features of the product.

The added value that a competitor’s product has can simply be the emotional value

that it has for the customers (Solomon 2006).

The major physiological factors are:

i. Motivation

ii. Perception

iii. Learning

iv. Beliefs

v. Attitudes

�� 14 Sigmund Freud was an Austrian neurologist, now known as the father of psychoanalysis.15 Abraham Harold Maslow was an American psychologist who was best known for creating Maslow's hierarchy of needs.

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1.11.1.4.1 Motivation: - A motive is an internal emerging force that orients a

person's activities towards satisfying a need or achieving a goal. The motives may be

rational or non rational. e.g. rational motives for a doctor are price, efficacy, patient

compliance and economy of a medicine while prescribing. Non rational are prestige,

comfort and pleasure. Convenience is the factor which is both rational and non

rational at the same time. Motives often operate at subconscious level, hence are

difficult to measure. For example, Nutriment is a product marketed by Bristol -

Meyers Squibb16 to be used as an additional energy supply after exercise and play etc.

as a fitness drink. But it was found that this product was heavily used by drug addicts,

as they were not able to digest a regular meal. So, the motivation to purchase

nutriment was completely different from the thinking of the company.

1.11.1.4.2 Perception: - It is the process by which an individual selects,

organizes and interprets information inputs to create a meaningful picture of the

world. It varies from individual to individual. One doctor might perceive a fast talking

medical representative as aggressive and insincere, another as intelligent and helpful.

While prescribing a product one doctor may not feel so.

1.11.1.4.3 Learning: - Learning involves changes in an individual's behaviour

arising from experience. Learning reflects and individual's capability to comprehend

new things based on experience .It is important that doctors learn about new products

and new treatment therapy. Pharmaceutical companies have to make a doctor learn

about new therapy and treatment options by providing relevant literature and

apprising doctors about advances in pharmaceutical sciences. For Example: Biogen

used multi paged advertorials to launch and position their product called Amevine for

treatment of psoriasis. They used the learning psychology of physicians to position

�� 16 Bristol - Meyers Squibb is an American pharmaceutical company

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their product. Some of the physicians who are techno-savy are also attracted by the

medical representatives as they use e-Detailing17 technique which is a broad and

continually evolving term describing the use of electronic, interactive media to

facilitate sales presentations to physicians. Some of the pharmaceutical companies are

using this method to communicate key marketing messages to physicians. But how

many physicians want to use e-marketing as a learning tool also attributes the success

of a pharmaceutical company in adopting new methodologies of product promotion. If

doctors are not willing to adapt to evolving techniques and so the efforts spent by a

pharmaceutical company would go waste and thus understanding the learning curve

of customers is also important.

1.11.1.4.4 Belief and Attitude: - A belief is a descriptive thought that a person

holds about something. People's belief about a product or brand influences their

buying and prescribing decisions. If a physician has belief in the product of one

company, he will prescribe it in spite of equivalent products available from

competitors. Customers begin service experiences with some level of trust, but the

quality of the delivered service determines whether the trust level rises or falls. The

customer's confidence in the service is especially important in healthcare but

whenever if a customer is unhappy with the service offered by the sales officer of one

company, he is likely to have a negative view about the company.

1.11.1.5 Psychographic Factor:- It is much more important to know what sort

of patient has a disease. This is the kind of thinking a marketer needs to have while

dealing with psychographic behavior of the consumer (Psychography is the science of

using psychology and demographics to better understand consumer behaviour). Here

marketers believe that positioning occurs not in the market place, but in the

�� 17e-Detailing use of electronic, interactive media to facilitate sales presentations to physicians

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customer's mind. Psychographic studies are mainly based on VALS (Value, Attitudes

and Life Style survey). This VALS consists of eight segments:

Primary Motivation

Ideals Achievements Self expression Innovation

High Thinkers Achievers Expressions Innovators

Low Believers Strivers Makers Survivors

This is done basically to break the market into meaningful places. Internally

homogenous but externally heterogeneous. For Example: Johnson and Johnson has

used psychographics to position its OTC analgesics, Mortin (for aggressive

dedicators) and Tylenol18 (for cautious ones).

1.12 Buying Preferences of Indian consumer:- A promo survey conducted by

Brand Equity has revealed the consumer buying behaviour of the Indian consumer. It

is observed in the survey that majority of Indian consumers does shopping not

because of the product but the purchase of a specific product offers them a chance to

win great gifts. This survey was particularly carried out to find out the demand of

particular brands, analyzing buying behavior, reasons that drive brand loyalty,

preferences for promotion tools, participation mode and prizes. Although this kind of

survey may be hard to find in Indian context for the doctors while prescribing a

product, it can be fairly assumed that while prescribing a particular brand doctors are

likely to prefer those brands that offers them tangible and intangible benefits attached

�� 18 Tylenol is a pain reliever and a fever reducer used to treat many conditions such as headache, muscle

aches etc.

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to the brand. Tangible benefits are gifts, samples, participation in CME (Continuing

Medical Education) or conferences etc. where as intangible benefits include patient

compliance, duration of therapy (generally duration of therapy should be short)

effectiveness of the product, company image etc. A specific survey of this kind would

throw the light on the prescription of doctor in India.

1.13 Brand or Generic: - This is the biggest doubt a physician has in his mind when

he has to prescribe a medicine. The choice between a brand and a generic is always a

difficult one. Generally marketers believe that there are two factors which motivate

the doctor to prescribe brand or generic drug:

1. Physicians evaluate the relative efficacy of brand name drugs and their generic

substitutes and prescribe the brand name drugs when they are associated with

therapeutic gains and outweigh their relatively higher cost to patient.

2. Physicians tend to prescribe branded drugs, even without evidence of their

therapeutic superiority, because neither they nor their insured patients bear

these drugs increased cost with respect to generic substitutes. If this hypothesis

is true (should be discussed in chapter 3), moral hazard is evident in

physicians prescribing behavior because they are little or no incentive to

internalize the drug costs.

1.14 Promotional Spending for Prescription Drug: - Pharmaceutical company’s

efforts to promote prescription drugs have attracted the attention of policymakers

because such activities may affect the rate at which different drugs are prescribed and

consumed, the total amount spent on health care and what ultimately are the health

outcomes. Those promotional activities usually undertaken on behalf of brand-name,

rather than generic, drugs may influence consumers and health care professionals

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through a variety of channels. For example, advertisements for prescription drugs that

are aimed at consumers may prompt individuals to seek medical treatment they might

otherwise have delayed. Such advertisements may also influence individuals to

request a specific drug that is higher or lower in price or that is more or less effective

than one they had previously used. Promotional efforts aimed at physicians may help

them keep abreast of the latest drug therapies and improve their ability to treat

patients. Those efforts may also lead doctors to prescribe brand-name medications

that are more expensive than alternatives. The way that pharmaceutical manufacturers

promote prescription drugs has changed significantly in the past decade. Until the late

1990s, pharmaceutical manufacturers confined their marketing efforts largely to

physicians and other health care providers. In the late 1990s, however, drugmakers

began marketing directly to consumers a practice known as direct-to-consumer (DTC)

advertising. The Food and Drug Administration (FDA) issued draft regulatory

guidance in 1997 (which was finalized two years later) that clarified the agency’s

expectations about the way information in DTC advertisements should be presented in

the broadcast media. Since then, the manufacturers of many prescription drugs have

increased their purchases of air time on television and of advertising space in

newspapers and magazines in an effort to make consumers aware of their products

and to encourage them to visit their doctors to request a prescription. In 2008,

spending on DTC advertising totaled $4.7 billion, nearly one-fourth of pharmaceutical

manufacturers’ expenditures for all promotional activities. Those developments may

be having an impact on the functioning, cost, and effectiveness of the nation’s health

care system.

1.15 Marketing to Physicians and Consumers :- Drug companies use advertising

and promotions in much the same way that producers of other goods do to inform

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consumers about an advertised products existence and uses and, if alternatives are

available, to persuade consumers that the advertised product is better than competing

products. If successful, advertising can spur demand for the good and therefore boost

its producer’s sales and profits. Pharmaceutical manufacturers incur most of the costs

of producing a drug during the research and development phases and during the

process of gaining the FDA approval to put the drug on the market. Any additional

sales that advertising generates can be highly profitable because the prices that

manufacturers receive for their products generally exceed the cost to manufacture and

distribute those additional units. Drug companies face a different task in making sales

than do the producers of most consumer goods, however because several separate

actors must be persuaded that a prescription drug merits purchasing. First, a consumer

must perceive that visiting a doctor to seek diagnosis and treatment offers a benefit.

Then, following an examination to diagnose the patients condition, the doctor must

determine an appropriate treatment and when warranted write a prescription. Finally,

the consumer must fill that prescription for the manufacturer to make a sale. (In many

cases, the individual’s insurer can also influence prescription drug purchases by

determining whether or not to include a drug on the formulary of drugs it covers and

by deciding how large a copayment to assign to it. Recognizing that both consumers

and physicians take part in the decision to purchase a drug, pharmaceutical

manufacturers adopt different marketing strategies for reaching each group. Direct-to-

consumer advertising appears in magazines and newspapers, on television and radio,

on outdoor billboards, and increasingly online. Drug companies also promote their

products to physicians in a variety of ways. They send sales representatives to meet

with physicians, nurse practitioners, and physicians assistants in a practice called

detailing. During those sales calls, the representatives discuss drugs manufactured by

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their company that are relevant to the physician’s specialties, and they may provide

product samples and reprints of academic literature that discuss their companies

products. In addition to detailing, pharmaceutical manufacturers purchase

advertisements for their drugs in medical journals. They also sponsor professional

meetings and events, both in person and online, including some that offer physicians

credit for continuing medical education.

1.16 Different Marketing Strategies for Different Drugs:- Pharmaceutical

manufacturers use different marketing strategies for the drugs they produce. Many

drugs are promoted solely to physicians, with no attempt to reach consumers. Others

are heavily promoted to consumers and, in varying degrees, to physicians as well. That

different marketing strategies are used for different drugs is not surprising because

there is no consensus among experts about the effects of such strategies on the sales or

prices of prescription drugs. For DTC advertising, studies that have analyzed the

effects for a few specific drugs or classes of drugs have shown mixed results; the

writing and filling of prescriptions increased for some advertised drugs but not for

others. For detailing, some analyses have found positive effects on the number of

prescriptions written for the targeted drug, but others suggest that detailing’s effects

are unclear.

1.17 Market Characteristics That Influence Promotional Strategies :- A

pharmaceutical manufacturer’s decision to use DTC advertising or other types of

marketing tools depends on the potential size of the market for a given prescription

drug, the current competition in that market, and the amount of time that has elapsed

since the drug received FDA approval. Manufacturers may also choose to alter their

marketing mix over time, especially as new competitors enter the market, the

manufacturer faces the end of a drugs patent protection and the entry of generic

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versions on the market, or the manufacturer introduces new dosage forms, extended

release versions of a drug, or new combination drugs. The balance of this brief focuses

on those issues for the two largest components of pharmaceutical manufacturers

promotional expenditures detailing and DTC advertising. (Sleath et.al., 2001) centered

around the doctors as an important source of communication for consumers. (Ganther

et.al., 2001) found that older segments have greater faith in doctors and are less

skeptical towards healthcare. Regardless of whether prescription or OTCs are

concerned, medical practitioners have a unique and often multiple roles in the

purchasing process of pharmaceutical products. They may be the deciders who make

the buying decision for their patients when prescribing drugs or they may play the role

of influencer or gatekeepers in the case of OTCs or hospitals dispensaries (Liu 1995).

1.18 The purchasing process: - The consumer evaluates different alternatives that are

available in the market before a consumer makes a choice of a product. During this

process various product attributes to which a consumer is associated with each product

option can be evaluated and its importance determined (Kotler et.al, 2005). The

evaluation of alternatives can either be very extensive at times and rather narrow and

fast at others. Consumers can create different rules that help and facilitate their

decision making, and decreases the amount of information that they will process. The

consumer narrows down the alternatives by the help of his or her personal heuristic

rules. These rules can be of various natures and can represent different assumptions or

mindsets. They can be related to their personal beliefs about products and companies,

if they associate product familiarity with product quality, or how they interpret product

quality based on indications that they obtain from a product’s visual appearance. Some

consumers tend to judge a book by its cover and it is common to associate high price

with good quality, or to form beliefs of product attributes based on the country of

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origin (Solomon et.al., 1999). Companies occasionally use advertisement to connect

their products with feeling of nostalgia, sometimes even sad longing of the past,

because these feelings that arise can influence the consumer to choose a certain

product over another (Solomon et.al., 1999). In some cases the buying behaviour can

turn into a habit where the consumer does not need to put effort into making a

decision. Such a buying habit can stem from a brand loyalty where the consumer feels

strongly and positively about a certain brand and thus makes consciously a choice to

buy a product of that particular brand. A personal connection to the brand can be

developed over time and reinforces the habitual buying behaviour and makes the

consumer less prone to switch to any other brand. For other consumers the habitual

buying behaviour does often come from inertia when the consumer is reluctant to put

effort into the decision making process. As a result the consumer develops behaviour

of buying a product out of habit. Because there is not a strong personal connection to

the product or the brand itself, the consumer is prone to switch to other brand. The

reason for a change of product can be the opportunity to easily buy another product

due to better availability or price (Solomon et.al., 1999). All product purchases are not

planned and the purchasing environment can influence the consumer to buy products

that the consumer was not intended to buy. Consumers sometimes shop by impulse

when they cannot resist buying a product that they all of a sudden feel a strong desire

for. The purchasing can likewise be spontaneous, where the purchase is not planned

upon but the consumer is led to buy the product because of a re-minder in the store,

because the consumer is in hurry or any other reason that incite the consumer to buy

(Solomon et.al., 1999). To measure how well advertisements affect consumer

behaviour and therefore sales is not an easy task. The expenditure on advertisement as

well as sales results can be compared to previous experience, or different amounts of

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money can be spent on advertisement in similar locations to measure variations in the

sales results that each location generates (Kotler et.al., 2005). It is known that many

consumers are unable to recall advertisements that they have been exposed to. This

does raise a concern for the advertising company, since there is reason to assume that

the consumer may not remember the product or the advertised message at point of

purchase. However, the influence on the buying behaviour of a consumer that is able to

recall an advertisement is not positive in every case. Consumers tend to not only

remember advertisements that they like, that raise strong emotions or that

communicate a message that they believe in, but also advertisements that do the

opposite. Those recalled advertisements may have an unwanted effect and makes the

consumer avoid that product (Solomon et.al., 1999).

1.19 The Role of the Consumer (Patient):- Physicians have traditionally treated

patients largely as passive participants in a process that affects patients’ health

outcomes. This model is appropriate for diseases that are acute (For Example: a broken

leg) and for patients who believe that the doctor knows best. However, patients now

have access to detailed information about diseases and medications, and are

increasingly inclined to assert their perspectives especially for chronic diseases. This

suggests a multi agent prescription decision and follow up process that includes

compliance with the prescribed course of therapy.

1.20 The Prescription Decision: - Given that many diseases are chronic in nature, the

assumption that there exists a single agent (Physician or Consumer) maximizing their

utility seems strong. There exists some research that demonstrates that the tradeoffs

made by physicians in prescribing a course for a patient do not necessarily align

themselves with patient preferences (Fraenkel et.al., 2004). An open area of research

therefore is the development and testing of models that incorporate the utilities of both

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the physician and patient in arriving at the prescription decision. For example: Misra

(2004) allows two types of physicians those who strongly value patient utility and

those who value it less and for two types of patients new and continuing. He then

specifies a model that maximizes utility for the physician-patient combination. The

design of systems that allow patients to have a bigger say in the choice of therapy is

another open area of research. A system like this should be based around a model that

is able to elicit patient preferences for various attributes of a therapy in real time,

quantify the tradeoffs and suggest the most preferred treatment for a patient based on a

patient/disease/time specific utility function (methods to calibrate such functions are

well known in the medical and marketing literatures).

1.21 Compliance or Post – Purchase Behaviour: - Consumer post-purchase

behaviour is an important determinant of product usage, satisfaction and repeat

purchase behavior. For patients, non-compliance leads to medical complications

(Loden and Schooler, 2000) and increased health-care costs (Johnson and Bootman,

1995). For pharmaceutical firms, lost sales, driven by brand switching and negative

word of mouth that result from perceived product failure, are estimated at $ 15–20

billion annually (Beavers, 1999). Poor compliance also leads to lower customer

retention, resulting in lowered prescription revenue for pharmacy retailers (Huffman

and Jackson, 1995 & Jackson et.al., 1996). Given this, it is not surprising that the

compliance problem has been called the holy grail of pharmaceutical marketing (Van

Der Pool, 2003). The medical literature has identified hundreds of social, economic,

medical and behavioral factors associated with poor compliance. The important ones

are the severity of the condition, salience of the condition, price and misconceptions

and misguided expectations from the therapy (Fincham and Wertheimer, 1985). A

surprising conclusion from a multitude of studies is that demographic variables are

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very poor predictors of compliance when condition specific effects are controlled for

(Sabate, 2003). In terms of the role of marketing on compliance (Bowman et.al., 2003)

study the determinants of compliance behavior using a unique set of patient diaries.

Using a comprehensive set of covariates and a linear latent class model, they find a

number of compliance drivers that are consistent with the medical literature and

marketing constructs. Their finding that an upcoming physician visit increases

compliance is particularly robust. With respect to advertising, they find that different

market segments of patients have varied responses (sometimes negative) which they

attribute to inflated expectations set by ads. (Wosinska 2005) uses a large patient panel

to test whether the number of missed therapy-days decreases with the level of DTC

advertising expenditure. She finds a positive effect of DTC advertising on compliance

for patients taking the competitor brand and a negative effect on compliance for the

advertised brand. While this is surprising, the economic significance of both these

effects is very small. She hypothesizes that the negative effect is due to the advertising

providing information not only about the benefits, but also about the drug’s associated

risks.

1.22 The Role of Price: - The increased expenditure for drug promotion will affect the

price of the prescription drugs and this in turn will have an adverse impact on the

expenses on health care. In India same molecules are sold by different pharmaceuticals

under different brand names. To cite an example: there are over hundred and forty

brands of omeprazole19, a proton pump inhibitor20, available in India used for stomach

ulcer. How does a doctor select a brand? What are the factors that influence the

prescription behavior of the doctor? What is the influence of pharmaceutical marketing

�� 19 Omeprazole is used to treat gastro esophageal reflux disease (GERD) and other conditions caused by

excess stomach acid 20 Proton-pump inhibitors (PPIs) are a group of drugs whose main action is a pronounced and long-

lasting reduction of gastric acid production

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on prescription behavior? There are no recently published studies that have addressed

the factors that influence the prescription behavior of physicians in India.

This study also aims to identify the factors that influence the prescription behavior of

physicians.

1.23 Chapterisation Scheme

The whole study has been divided into five chapters:

Chapter 1: Introduction

Chapter 1 is the Introduction presents the meaning, features and rationale of OTC

drug advertisement, role of various communication media in buying decision process,

various factor that influence consumer purchase behavior and doctor prescription

behavior. The last section consists of the rules and regulations which controls the

Indian Drug Industry in the sales and advertisement of OTC and non OTC drugs

along with the sales and growth figures of the Indian Drug industry in various years.

Chapter 2: Review of literature

Chapter 2 consists of literature review regarding various mode of advertisement,

impact of advertisement, OTC and Prescription drugs, DTCA, Brand Advertising,

How ads can influence consumer behavior and doctor prescription behavior.

Chapter 3: Research Methodology:-

Chapter 3 consist of Research Methodology presents need and scope of research, pilot

study, Data collection, discussion about questionnaires, Sampling design and brief

summary of tools used for analysis

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Chapter 4: Data Analysis:-

Chapter 4 presents detailed analysis of demographic variables of doctor and consumer

that influence consumer and prescription behavior, Influence of prescription decision

with advertisement, Impact of Pharmaceutical Advertisement on doctor's Prescription

behavior,� Influence of Medical Representative on doctors, Importance of medium

providing information about medicines.

Chapter 5: Summary and Conclusions

Chapter 5 includes the summary and conclusions of the study of the impact of

advertisement and further recommendations.

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CHAPTER- 2

REVIEW OF LITERATURE

The broad reviews of literatures are:

1. Shweta Vats (2014):- A study on “impact of direct to consumer advertising

through interactive internet media on working youth”. This research paper analyzes

the effect of social media promotion of prescription medicine on behavior of working

youth. It also studies the adoption of social media by working youth for collecting

information on Prescription drugs. This study also aims at getting an insight into

correlation between demographic factors and attitude and perception for social media

based prescription drug advertisement.

2. Ravindra Goyal and Pranav Pareek (2013) - A study on “A Review Article on

Prescription Behavior of Doctors, Influenced by The Medical Representative In

Rajasthan, India”. This study examines that Medical representatives provide

incomplete medical information to influence prescribing practices; they also offer

incentives including conference, Seminars, national and aboard sponsorship. Doctors

also demand for gifts and other incentives, they look to every medical representative

as a blank cheque for themselves, as when doctors' associations threaten to boycott

companies that do not comply with their demands for sponsorship. Manufacturers,

chemists and medical representatives use various unethical trade practices of

particular interest was the finding that chemists are major players in this system,

providing drug information directly to patients.

3. Mahmoud Abdullah Al-Areefi, Mohamed Azmi Hassali, Mohamed Izham and

Mohamed Ibrahim (2013):- A study on “Physicians’ perceptions of medical

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representative visits in Yemen: a qualitative study”. This paper concluded that

physicians are aware that the medical representatives could influence their

prescribing decision; they welcome representatives to visit them and consider

receiving free samples, gifts and various kinds of support as a normal practice. The

findings provide insight into possible target areas for educational interventions

concerning pharmaceutical marketing. Such a finding will provide the basis for

policymakers in the public and private health sector in Yemen to develop a suitable

policy and regulations in terms of drug promotion. Support as a normal practice. The

findings provided insight into possible target areas for educational interventions

concerning pharmaceutical marketing. The present qualitative study found that the

majority of the physicians had positive interactions with medical representatives. The

physicians main reasons stated for allowing medical representatives’ visits are the

social contacts and mutual benefits they will gain from these representatives. They

also emphasized that the meeting with representatives provides educational and

scientific benefits. A few physicians stated that the main reasons behind refusing the

meeting with medical representatives were lack of conviction about the product and

obligation to prescribe medicine from the representative company. Most of the

physicians believed that they were under marketing pressure to prescribe certain

Medicines.

4. Chintan H Rajani (2012):- Another study to “A study to explore scope of

direct to consumer advertisement (DTCA) of prescription drugs in India”. This study

explorer the scope of direct to consumer advertising of prescription drugs in Indian

market. This study also concluded that there are certain benefits and harm associated

with DTCA. Key benefits of DTCA are preventive care for under diagnosed

conditions and patient’s psychological confidence for improving treatments which

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must be balanced against adverse factors like self medication, rising drug costs,

confusion and fear of side effects.

5. Lau, A., Fernandez-Luque, L. and Armayones, M. (2012): A study report on

"Social media in health what are the safety concerns for health consumers ".This

paper presented possible harm that social media can inflict on consumers when

misused. Social media has the potential to overcome many of the reading and writing

barriers in health literacy. However, due to the salient nature of social media and the

social influences surrounding its use, consumers and patients are likely to be

subjected to greater risks when unsafe content is consumed than in the pre-social

media world.

6. Mackey,K. and Liang,A. (2012): A study report on "Globalization, evolution

and emergence of direct-to consumer advertising: Are emerging markets the next

pharmaceutical marketing frontier? " concluded that Pharmaceutical advertising has

undergone a rapid evolution due to Globalization, changing patient-provider

relationships, emerging health-related technologies, growing importance and

expanding “business” of global health. Yet, pharmaceutical marketing can have

adverse health and economic outcomes, especially if left unregulated and allowed to

proliferate and cross geopolitical borders in the uncontrolled digital environment.

Emerging markets may represent the next logical step for digital DTCA proliferation,

given their untapped market potential and explosive growth, but they are especially at

risk given the ambiguous regulatory treatment of digital DTCA.

7. Myers, D. S. (2012): A study report on " Face book and Pharmaceutical

Companies: An Industry in Need of Guidance " concluded that Delayed guidance has

not stopped many of the world’s largest pharmaceutical companies from establishing

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a presence on Face book. These pharmaceutical companies have been cautious in the

use of social media concentrating on science or social responsibility while keeping

away from user-generated content and specific product information. These companies

do not currently have Face book pages relating to any specific drug therapies. This is

likely to change if the FDA guidance provides companies the assurance that such an

activity is not a violation.

8. Zain-Ul-Abideen and Salman Saleem (2011):- A study on "Effective

advertising and its influence on consumer buying behavior”. This study investigates

the relationship between independent variables which are environmental response and

emotional response with attitudinal and behavioral aspect of consumer buying

behavior, by tapping the responses of 200 respondents using telecommunication

services and indicate that there exits a weak association between environmental

response with the consumer buying behavior including the attitudinal as well as

behavioral aspects of the consumers buying behavior.

9. Gu,Williams., Aslani and Chaar (2011): A study report on " Direct–to–

Consumer Advertising of Prescription Medicines on the Internet: An Australian

Consumer Perspective " .The study aimed to investigate the DTCA encountered by

Australian consumers when searching the Internet for common health- or medicine-

related questions. The results confirmed that Australian consumers were exposed to

DTCA of prescription medicines on the Internet. Although Australia is a DTCA-

restricted country, consumers are not exempt from exposure to advertising of

pharmaceutical products, including prescription medicines, on the Internet.

10. Montoya Ricardo, Oded Netzer, and Kamel Jedidi (2010) - Another study on

“Dynamic Allocation of Pharmaceutical Detailing and Sampling for Long-Term

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Profitability". This present a two-stage approach for dynamically allocating detailing

and sampling activities across physicians to maximize long-run profitability. In the

first stage, he estimate a hierarchical Bayesian, non homogeneous hidden Markov

model to assess the short- and long-term effects of pharmaceutical marketing

activities.

11. Dhaval Dave and Henry Saffer (2010):- A study to "The impact of direct-to-

consumer advertising on pharmaceutical prices and demand". This study investigates

the separate effects of broadcast and non-broadcast DTCA on price and demand,

utilizing an extended time series of monthly records for all advertised and non-

advertised drugs in four major therapeutic classes spanning 1994-2005, a period

which enveloped the shifts in FDA guidelines and the large expansions in DTCA. The

costs of DTCA result from increased drug prices and increased use of more expensive

drugs in place of equally effective lower-priced drugs.

12. Glinert, L. (2010): A study report on " Prescription drug brand Web sites:

Guidance where none exists " .This study shows that use of the social media is a fast-

growing part of this picture. The credibility that users have been attributing to Internet

health information has been consistently high. Majority of the health-seekers said they

believed all or most online health information, and that they had not seen any wrong

or misleading health information on the Internet.

13. Vanessa Khim (2009):- A study on “Pharmaceutical Direct-to-Consumer

Advertising and Print Media". This study examined which type of pharmaceutical

direct-to consumer (DTC) advertising would be the best marketing strategy for

pharmaceutical companies to use. The main argument was that one-to-one marketing

in the forms of print media and the Internet was the best strategy over mass media

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marketing in the forms of television and radio. In this study the Results showed that

the best method for DTC advertisements is one-to-one marketing through magazines

and websites. Through this method consumers can be targeted by pharmaceutical

companies. In addition these advertisements offer clear information that a consumer

and understand and retain. If consumers can retain information about a DTC

advertisement they have a better chance of purchasing the medication.

14. Pantelic, D. (2009): A study report on “Internet as a Medium of

Pharmaceutical Companies Promotional Activities” concluded that Internet as liberal

and hard to control medium brings entirely new sets of solutions and/or problems to

pharmaceuticals marketers. The nature of the product, legal regulations and ethical

principles create an environment in which the marketers need above average

creativity and care of the target audience, message content and choice of appropriate

communication channels for the message to produce the desired effect.

15. Janet Hoek (2008):- Another study on " Ethical and practical implications of

pharmaceutical direct-to-consumer advertising". This paper examines healthcare

marketing and discusses the evolution, ethics and effects of advertising that promotes

prescription medicines directly to potential end-users. As a highly visible and

controversial element of healthcare marketing, DTC merits special attention since its

use is both restricted and under review, its regulation takes widely varying forms and

its social and medical consequences have generated ongoing disputes.

16. Paddison, A. and Olsen, K (2008):- A study report on "Painkiller purchasing

in the UK An exploratory study of information search and product evaluation", This

paper shows that interpersonal communication from family and friends is crucial in

purchase decision making due to its credibility and empathy. Interpersonal

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communication can be instrumental as a substitute of pharmacists if it is deemed

trustworthy. It would be beneficial for companies to identify the structure and strength

of the influences of interpersonal/organizational exchange of information, which

could gain synergistic effect.

17. Davies, M. (2008): A study report on “Listening to Consumers in a Highly

Regulated Environment. Nielsen Online ".The study indicates the roles of consumers

and corporations have changed significantly since the rise of the Internet. YouTube

give consumers platform to voice opinions about products and brands. Consumers

choose social media sites including discussion boards, blogs and online groups. The

anonymity of the Internet affords a comfort level that encourages individuals to share

details about their symptoms, treatment history and experiences with their doctors, the

efficacy and side effects of medication, the impact of their condition on their own

lives and more. At the same time, the ubiquity of the internet can provide a

connection between experienced patients and someone newly diagnosed.

18. Vigilante,W.J., Jr. Mayhorn,C.B. and Wogalter,M.S. (2007): A study report on

"Direct-to consumer (DTC) drug advertising on television and online purchases of

medications”. The Result of this study indicated that participants frequently encounter

DTC ads and some report information seeking as a result. Participants reported

infrequently making online (Internet) purchases of prescription drugs possibly due to

safety and legal concerns. DTC ads influence interactions between doctors and their

patients. People appeared to be engaging in information seeking after they

encountered DTC advertisements. Another trend occurring with the proliferation of

DTC ads is the explosion in the use of the Internet. Internet provides opportunity to

purchase drugs online that might bypass physician’s restrictions.

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19. Saurabh Kumar Saxena:- This article on "A review of marketing strategies

work by different pharmaceutical companies". His article presented the changing

marketing strategies when a pharma company shift Acute base to Chronic therapy

base. This research paper also gives an insight about shift in supply chain process and

customer and end-customer perception which is the base of formulation of different

marketing strategies.

20. Manchanda, P. and Honka, E (2005): A study on “the effects and role of

direct-to-physician marketing”. This paper examine the physician attitudes toward

detailing and detailers and concluded that There is also strong evidence that detailing

affects physician (prescription) behavior in a positive and significant manner. While

this relationship is tolerated by physicians and promoted aggressively by detailers.

The results also demonstrate that while physicians claim to tolerate it as a necessary

evil, it evidently has an impact on prescription behavior via both a subjective and an

objective path. They are therefore heavily invested in this mode of promotion.

21. Donna U. Vogt (2005):- A study report on “Direct-to-Consumer Advertising

of Prescription Drugs”. This report examines legislative concerns and options on risk

and health information as they relate to advertising of drugs. It also discusses

activities that could be undertaken with current legislative authority to address

concerns about DTC advertising; and examines options for new statutory authority on

DTC advertising.

22. Anantharaman Radhika, Parthan Anju and Mary Shepherd (2005):- A study

report on “A Brand’s Advertising and Promotion Allocation Strategy: The Role of the

Manufacturer’s Relationship with Distributors as Moderated by Relative Market

Share ". A comprehensive study found a weak relationship between DTCA and price

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for 20 heavily-advertised drugs, and concluded that DTCA costs ‘did not drive price

increases. It has also been argued that some new drugs are more expensive, as

companies endeavor to recover high R&D investments. However, newer drugs are

more effective and help to lower the costs of non-drug spending.

23. Kravitz, Richard L., Ronald M. Epstein, Mitchell D. Feldman, Carol E. Franz,

Rahman Azari, Michael S. Wilkes, L, Hinton. and P, Franks.(2005): A study on

"Influence of Patients' Requests for Direct-to-Consumer Advertised

Antidepressants." shows that DTC advertising leads to an increase in prescriptions for

both patients with conditions that are undertreated, and conditions for which drugs are

at the margin of therapeutic benefit. According to them, “the benefits of advertising

will tend to dominate when the target condition is serious and the treatment is very

safe, effective, and inexpensive. Harms are most likely to emerge when the target

condition is trivial and the treatment is relatively perilous, ineffective, or costly.”

24. Frank Windmeijer, Eric de Laat, Rudy Douven, and Esther Mot (2004):- A

study on" Pharmaceutical Promotion and GP Prescription Behavior". This study

examined the responses by general practitioners to promotional activities for

pharmaceuticals by pharmaceutical companies. Promotion can be beneficial for

society as a means of providing information, but it can also be harmful in the sense

that it lowers price sensitivity of doctors and it merely is a means of establishing

market share, even when cheaper, therapeutically equivalent drugs are available and

concluded that conclude that, on average, GP drug price sensitivity is small, but

adversely affected by promotion.

25. Pioch, E.A. and Schmidt, R.A. (2004) :- A study report on " Community

pharmacies as good neighbours? A comparative study of Germany and the UK"

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.They found that pharmacists have simultaneous roles; they have commercial interest

in selling and also providingimpartial advice. So, a conflict may exist between

commercial roles and professional duties. The majority of the consumers believed that

pharmacists seldom have the time to provide medication services.

26. Kaphingst, K.A., Dejong, W., Rudd, R.E., and Daltroy, L. H. (2004): A study

report on "A content analysis of direct-to consumer television prescription drug

advertisements" concluded that most DTCA gave consumers more time to absorb

facts about benefits than risks, which could have implications for the ‘‘fair balance’’

requirement. Some risk statements in the ads lacked important contextual information.

DTCA uses both medical and lay terms to convey medical ideas, suggesting that

consumer-friendly language is not used to communicate all information in the ads, as

urged by FDA (U.S. FDA, 1999). Complete references to additional product

information was given only in text, casting doubt on whether the advertisements were

making ‘‘adequate provision’’ for dissemination of detailed product information. All

advertisements included at least one statement that directed consumers to seek more

information.

27. Weissman, J.S., Blumenthal, D., Silk, A.J., Newman, M., Zapert, K., Leitman,

R. and Feibelmann, S. (2004): A study report on “Physicians report on patient

encounters involving direct to-consumer advertising” in which surveys of physicians

show a mixed picture. Some physicians appreciate DTCA for increasing patients

‘awareness, encouraging patients to seek medical advice for conditions that might

otherwise go untreated, and improving doctor-patient communication.

28. Bhattacharya J. and Vogt G. (2003):- A study on “A Simple Model of

Pharmaceutical Price Dynamics” present a model of price and promotion

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determination over the drug life cycle. In this model the pharmaceutical company

faces a multi-period optimization decision and simultaneously manages price and

promotion to influence consumer and physician knowledge about their drugs.

Bhattacharya and Vogt (2003) show that the dynamic profit maximizing strategy for

the firm is to initially employ a relatively high level of promotion and to set a

relatively low price. These levels will not only increase current quantity demanded,

but also raise future demand since high promotion and low prices increase the

physicians and the consumers stock of knowledge about the drug. Since knowledge is

costly to acquire, physicians’ prescribing patterns can be sticky, and consumer use

may also be sticky especially for chronic conditions, a high level of current demand

translates into high demand in future periods.

29. Murray, E., L, Bernard., Pollack, L., Donelan, K., Lee, K.,(2003):- A study on

“Direct-to-consumer advertising: physicians views on its effects on quality of care

and the doctor-patient relationship” found that found that 48% of patients believe

DTCA promotes unnecessary visits to doctors offices and 38% believe the ads cause

patients to “take up more of the doctors time.” It is difficult to determine whether this

increase in time is beneficial for the patient to convey new concerns to their

physician, or whether physicians are merely correcting the false expectations created

by the emotional appeals in the advertisements. Most likely, the increased time is

beneficial for advertisements that discuss widely under-diagnosed conditions, and

harmful for conditions that are at the margin of clinical benefit.

30. Mintzes, B., Barer, L., Morris, Richard L., Kravitz, K Bassett, Joel L.,

Arminee K., Robert G. Evans, Richard P. and Stephen A. Marion., (2003) “How Does

Direct-to-Consumer Advertising (DTCA) Affect Prescribing?” Showed that

physicians believed patients who requested a drug were knowledgeable about the

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therapy. This perception of knowledge may be translated to the perception of patient

expectation for a prescription, potentially leading to inappropriate prescribing:

evidence shows that many patients who request drugs based solely on DTC

advertisements have not been informed about the true efficacy of the drug, and may

have misunderstood the side effects of the medication. Therefore, physicians may be

mistaken in their perception that the patient is well informed, leading to questionable

prescriptions as both the patient and physician believe that the other is more informed.

31. Joel Lexchin and Barbara Mintzes (2002):- A study on “Direct-to-Consumer

Advertising of Prescription Drugs: The Evidence Says No”. This research examine

that there is little rationale for direct-to-consumer advertising of prescription drugs.

Most new drugs offer little if any therapeutic advantage over existing products.

Direct-to-consumer advertisements frequently downplay safety information.

Physicians are highly ambivalent about prescribing advertised drugs requested by

patients. There is no evidence that direct to consumer advertising results in any

improvement in health outcomes.

32. Lyles, A. (2002):- A study on “direct marketing of pharmaceuticals to

consumers” shows that direct to consumer advertising of pharmaceuticals to

consumers follows changing social and economic trends which recognize patient

autonomy in healthcare management. DTCA is also a reaction of the pharmaceutical

industry to more restrictive prescription drug benefits and to the uncertain

effectiveness of relying only on traditional marketing activities such as medical

journal advertisements and detailing individual physicians

33. John E. Calfee (2002):- A study on “Public Policy Issues in Direct-to-

consumer Advertising of Prescription Drugs” .This study examines that DTC ads

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appear to provide valuable information (including risk information), induce

information seeking (mainly from physicians), prompt patients to discuss conditions

not previously discussed, and generate significant positive externalities including the

possibility of improved patient compliance with drug therapy. The author suggests

that a further relaxation of FDA rules would accelerate the dissemination of valuable

information, with favorable consequences for drug development and consumer health.

34. Sengupta S. (2002):- The study report on "Prescription Drug Advertising: The

Effectiveness of Pitching Directly to Consumers" examined what demographic

variables were related to DTC ad exposure and recall rate. Female consumers showed

significantly higher exposure rates than males, and females were more likely to recall

advertised drugs. Another significant relationship was found between household

income and ad exposure and recall of the ads. Households with higher incomes were

more likely to be exposed to DTC ads and to recall brands of the advertised drugs.

The relationship between age of the respondent and ad exposure was not significant.

35. Merrill Matthews Jr (2001):- This policy report “who’s afraid of

Pharmaceutical advertising?” concluded that As the market for prescription drugs

becomes more competitive, consumers have more choices of high-quality drugs at

reasonable prices. It is competition and DTC advertising-not government regulation-

that enables the choices and will enhance the benefits. If legislators and health policy

experts want to ensure that more drugs are available at lower prices, they should

consider policies that encourage advertising and competition.

36. Irfan Sharfoddin Inamdar and Dr. Malhar Jayant Kolhatkar (2001): This study

on" Doctor’s expectations from pharmaceutical products (medicine) which will

influence their prescription behavior". This study focuses on finding the need of

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customer and giving a focused approach to the marketing team so that efforts will be

directed at most important factors and concluded that consumer looks for basic

products like packaging, brand names and other augmented product benefit however

in case of medicinal product doctors have given more importance to the core product

benefit.

37. Eichner, R. and Maronick, T.J. (2001) A study report on "A review of direct-

to-consumer (DTC) advertising and sales of prescription drugs: does DTC advertising

increase sales and market share?” found that consumers are increasingly aware of

DTCA, and are often times requesting medications seen in advertisements. This kind

of activity has raised some concern amongst physicians who want to ensure that

consumers are provided with a fair-balance of benefit versus risk in formation.

38. Wilkes, M.S., Bell, R.A. and Kravitz, R.L. (2000):- A study on “Direct to-

consumer prescription drug advertising: trends, impact, and implications” report in a

recent survey that more than one-third of respondents reported asking their doctors for

information about a drug they had seen or heard advertised, and nearly one-quarter

asked for the drug itself. Of these, three-quarters reported that their doctors provided

the requested prescription.

39. Anselmi Kenneth (2000):- A study report on “A Brand’s Advertising and

Promotion Allocation Strategy: The Role of the Manufacturer’s Relationship with

Distributors as Moderated by Relative Market Share”. This study reveals that the

relative market share may be influenced by manufacturer’s advertising and promotion

allocation decision. He also added that advertising develops the manufacturer’s

relationship with the distributors and allocation to promotion can be increased in

terms of discrete relationship among them. Brand with low relative market share may

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experience greater opportunity for advertising in relational exchange and pressure for

promotion in discrete exchange.

40. Hoffman J.R and Wilkes M.S (1999) - A study report on “Direct to consumer

advertising of prescription drugs: an idea whose time should not come”. They express

their views on basis of their experience in US that DTCA, unreasonably increases

consumer expectations, forces doctors to spend time disabusing patients of

misinformation, diminish the doctor-patient relationship because a doctor refuses to

prescribe an advertised drug, or results in poor practice if the doctor capitulates and

prescribes an inappropriate agent.

41. Rizzo.J (1999):- A study report on “Advertising and Competition in the

Ethical Pharmaceutical Industry: The case of Hypertensive Drugs”. Rizzo, studies the

effect of detailing expenditures on the price elasticity of anti-hypertensive prescription

drugs. He finds that increased detailing efforts reduce the price elasticity. This

reduction may consequently result in higher prices, though Rizzo does not examine

the direct link between detailing and price. The study is based on pooled annual data

from 1988 to 1993, which predates the DTCA policy shift, and only considers direct

promotion to physicians.

42. Thompson, CA.(1998): A study report on “Consumer Ads Build Awareness

But Not Understand of Advertised Medications, Survey Reveal” in which

Advertisements are recalled at the highest rate by patients suffering from allergies,

osteoporosis, hypertension, or arthritis, which have therapies that are highly

advertised through DTCA. Despite the fact that consumers ages 53 to 89 are most

likely to take a medication for one of these conditions, this age groups is the least

likely to recall a prescription drug advertisement.

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43. Peyrot, M., Alperstein, N. M., Doren, D. V. and Poli, L. G. (1998):- A study

on "Direct-to-Consumer Ads Can Influence Behavior" created and tested a model to

explain consumer prescription drug knowledge and drug brand requesting behavior.

They included four factors that influence consumer knowledge and drug request

behavior: demographic factors such as age, gender, race, and socio-economic status,

media exposure, attitudes toward DTC prescription drug advertising, and awareness

of prescription drug advertising. The model indicates that demographic factors such as

gender, income, education, and race/ethnicity significantly affect knowledge and drug

requests. Attitudes toward advertising and advertising exposure moderate the

influence. Media exposure increases exposure to advertising and in turn, increases

knowledge and leads to drug requests. Attitudes toward drug advertising affect

behavioral outcomes, but the research results showed a somewhat confusing pattern.

People believing that advertising educates consumers tended to have greater drug

knowledge. They also found that negative attitudes toward drug advertising were

associated with greater drug knowledge.

44. Hopper, J.A., Speece, M.W. and Musial, J.L. (1997):- A study report on

“Effects of an Educational Intervention on Residents Knowledge and Attitudes

Toward Interactions with Pharmaceutical Representatives “collected information on

the effects of an educational intervention aimed at training physicians in interactions

with sales representatives. They surveyed residents and faculty before and after the

intervention. Before the intervention, physicians slightly agreed that contact with

detailers was not beneficial, but strongly disagreed that it might influence their

prescribing in negative ways. However, physicians were rather neutral about whether

interactions were likely to influence the prescribing behavior of other physicians in

negatives ways.

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45. Lynda M. Maddox (1997):- A study report on “The use of pharmaceutical

Web sites for prescription drug information and product requests" found that while

patients are quite comfortable discussing a prescription drug that is advertised, those

exposed to DTCA may be less likely to initiate discussion and are unsure whether or

not they will seek additional information.

46. Caudill, T.S., Johnson, M.S., Rich, E.C. and McKinney, W.P. (1996):- A

study report on “Physicians, Pharmaceutical Sales Representatives, and the Cost of

Prescribing" surveyed physicians about their attitudes toward the educational value

and behavioral influence of pharmaceutical sales representatives. Physicians agreed

that sales representatives provided useful and accurate information about newly and

already established drugs, but only slightly agreed that they performed an important

teaching function. Physicians strongly agreed that sales representatives should be

banned from making presentations where the physicians practice.

47. Berndt, E., Bui, L., Reiley, D., Urban, G., (1995):- A study report on

“Information, Marketing and Pricing in the US Antiulcer Drug Market”. This study

considers the role of detailing, medical journal advertisements and DTCA in the

market for anti-ulcer drugs prior to the shift in FDA guidelines. Thus, the DTCA

examined in this study was very limited and confined only to print media. They find

that the promotion stock increases demand for anti-ulcer drugs, with the strongest

effect found for detailing and the smallest effect found for DTCA. This pattern of

results, suggesting that detailing may be more effective in raising sales than DTCA.

48. Williams, J.R. and Hensel, P.J. (1995):- A study report on "Direct-to-

Consumer Advertising of Prescription Drugs,” conducted a path analysis to determine

the path from DTC ad exposure to purchase. They found that educational level and

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health status were negatively related to attitudes towards DTC advertising and in turn,

attitudes toward DTC advertising were significantly related to the intention to seek

more information from a friend and a pharmacist. They did not find a significant path

from exposure to visiting with a doctor, who is considered the most important

information source.

49. Basara, L.R (1994):- A study report on " Practical considerations when

evaluating direct-to-consumer advertising as a marketing strategy for prescription

medications" proposed several reasons for the increase including, increasing ability

of consumers to influence physicians, the use of advertising to manage safety

concerns and educate consumers, the use of advertising to influence physicians

through the repetition of key marketing messages. and the use of advertising as a

differentiation strategy.

50. Walker G. (1993):- A study report on" Code of practice for the pharmaceutical

Industry "This report examines that in India now the daily visit of the doctors should

be twelve and four visit to each doctor in a month. Drug samples can only be provided

to a doctor in response to a signed request and should not exceed four days' treatment

for a single patient. In Sweden, the representatives must meet a group of doctors after

obtaining an appointment from the head of the department. On an average only two

such meetings per year are permitted. The promotional material is screened by the

head of the department and the presentation by representative allowed, only it the

product information is new and scientific.

51. Lagace, Rosemary R., Dahlstrom, Robert and Gassenheimer, Jule (1991):- A

study on “The Relevance of Ethical Salesperson Behavior on Relationship Quality:

The Pharmaceutical Industry” showed that the salesperson's ethical behavior and

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expertise positively affected physician attitudes (especially trust and satisfaction). It

also found that the frequency of visits did not significantly affect satisfaction.

52. McKinney, W.P., Schiedermayer, D.l., Lurie, N., Simpson, D.E., Goodman,

J.L., Rich, E.C. (1990):- A study report on “Attitudes of Internal Medicine Faculty

and Residents Toward Professional Interaction with Pharmaceutical Sales

Representatives “examined physicians' attitudes toward detailing and its potential for

ethical compromise. They found that physicians had somewhat negative attitudes

toward the educational and informational value of detailing activities, but also

acknowledged sales representatives' support for conferences and speakers.

53. Perri, M.W. and Dickson, M. (1988) :- In the study "Consumer Reaction to a

Direct-to-Consumer Prescription Drug Advertising Campaign" examined a

relationship between DTC ad exposure and patient behavior measured in the form of

drug inquiry. Applying the consumer information-processing framework, they tested

factors that might influence the relationship, such as involvement and medical

conditions. They conducted research through observation and a survey with patients

who visited doctors after exposure to a direct mail campaign. Even though they found

no significant relationship between involvement and the behavioral outcome,

consumers’ medical condition was significantly related to drug inquiry behavior.

54. Proctor, R. and M.A. Stone. (1982):-A study report on marketing research,

noted that the principal aim of consumer behavior analysis is to explain why

consumers act in particular ways under certain circumstances. It tries to determine the

factors that influence consumer behavior, especially the economic, social and

psychological aspects that can indicate the most favored marketing mix that

management should select. Consumer behavior analysis helps to determine the

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direction that consumer behavior is likely to make and to give preferred trends in

product development, and attributes of alternatives communication method etc.

Consumer behaviors analysis views the consumer as another variable in the marketing

sequence, a variable that cannot be-controlled and that will interpret the product or

service not only in terms of the physical characteristics, but in the context of this

image according to the social and psychological makeup of that individual consumer

(or group of Consumers).

55. Lumpkin, J.R. and Greenberg, B.A. (1982):- A study report on “Apparel-

shopping patterns of the elderly consumer " found that the elderly rated every

information source, i.e., newspaper, magazines, radio, TV, etc. lower in importance

than their younger counterparts. More adept consumers can also deviate from

pharmacists’ advice and make purchases on their own personal experiences.

56. Nies, E.A. (1982):- A study report on " Drug Information Sources: For

Academic and public Libraries “explain that Generally, OTC drugs are available

without prescription and in most cases are advertised directly to the public.

Consumers are becoming familiar with OTC drugs, due to extensive advertising by

companies. The trend towards self medication is likely to grow towards these

products.

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CHAPTER- 3

RESEARCH METHODOLOGY

3.1- Need for this research: The broad areas in which research is needed were

identified before specific objectives or hypothesis of the research were formulated. It

was felt that research is needed to find out the following.

1. How print pharmaceutical advertisements attract the attention of the consumer?

2. Up to what extent pharmaceutical advertisement aware to the customer and finally

consumers buy the product?

3. To know the impact level of pharmaceutical advertisement on consumer behavior.

4. How the theme of pharmaceutical Advertisement influence the buying behaviors.

5. How the visual presentation, illustration attract the attention of buyer?

6. How to make the right pharmaceutical advertisement for different age group,

male, female, lower income, middle income and higher middle income people?

7. What is the impact of pharmaceutical advertisement with respect to different

Occupation, marital status and educated people?

8. What should be the suitable medium for advertisement to get the consumer and

Doctor’s attention?

9. Up to what extent celebrities play a major role in placing the OTC drugs among

the Consumer and doctor.

10. How electronic media effects on consumer purchase behavior among the youth.

11. How promotional activities, other facilities and gift items alters the prescription

behavior of doctors.

12. How various sources like medical representative, clinical papers impact on

doctors?

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13. What is the importance of ethical issues while prescribing the drugs?

14. What is the importance of brand in prescription of drugs?

15. What is the importance of frequency of pharmaceutical advertisement?

3.2- Scope of the research:-Advertising plays an important role to aware the general

public about the product or services. The drug market is highly competitive, and

consumer advertising is a prominent influence in drug purchase and consumption. To

aware about the public, advertisement is very effective to tell about the product or

services. As far as Uttar Pradesh State is concern it is the largest state in terms of

population and growing very fast. If make it a country then it may be sixth largest

country in the world in terms of population, so we have a great demographic

diversification in Uttar Pradesh. Advertisements reach each place whether it is hill

area or plane area in any form whether it may be print, electronic or word of mouth

etc. People In Uttar Pradesh speaks different languages, have different cultures and

various other practices that’s why every type of advertisement is very effective

because of reach ability of the news paper, magazines, television sets and internet

facilities. As far as the advertiser concern, it is the duty of the advertiser to make

effective advertisement. In Uttar Pradesh, every kind of people is living i.e. Low

income, Middle income and higher income people. Here every brand is available

whether the product is prescribed or non- prescribed.

3.3-Desk Research:- This was the first step of the research process. The three thrust

area of the desk research was.

1- To know about the pharmaceutical advertisement to doctor.

2- The Indian pharmaceutical advertising medium.

3- The market for OTC Drugs like painkillers, ointments, coughs syrups etc.

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The details of review of literature on advertising and its impact on consumer behavior

have already been given in the previous chapter. The next chapter will contain details

about the other thrust areas.

3.4- Pilot Study: - It was decided to conduct a pilot study for the following reasons.

1- To finalize the method of measuring advertising effectiveness (including testing

and its validity) this will be used in the main empirical research.

2- To finalize the questionnaires to be used in the main empirical research.

3- To gain familiarity with the field work and the problems that can occur at different

stages of the research.

At the beginning of the pilot study, a list of tentative hypothesis and information

needs was made to ad in the preparation of the questionnaires. After several

preparations of the questionnaires given in appendix was finalized. The questionnaires

were made only in English.

Sampling for the pilot study: - Lucknow District was given as the geographic scope

of the pilot study. Lucknow District is our sample area

Data Collection for the Pilot Study:- 50 response sheets (of doctor and consumer

each) were filled from the Lucknow District. The distribution of urban responses was

more or less in proportion to the size of street. The unit for which data was collected

the household and Hospitals.

Data analysis for the pilot study:- An analysis was to be done on the computer with

the help of SPSS software. The data captured in the response sheet was given numeric

codes and entered on to coding sheets, to facilities data entry on C.O data was

checked and corrected before analysis could begin. The main emphasis was on the

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analysis needed for testing the validity of the measurement. Other than that, one way

frequencies of the important variables were obtained and only the major hypothesis

were tested. After analyzing the data we found some problems undertaking the

questionnaires, then we changes according to the research.

Main Empirical Research: - Work done for the main empirical research is being

discussed below under various sub headings.

3.5-Research design: - This research based on descriptive research or quantitative

research. . In this descriptive research Cross-sectional study used to compare

demographical variables with attitude of the respondent. There were seven

demographic variables such as Family Size, Age, Gender, Educational Qualification,

Occupation, Family Income and Marital status of the of the consumers and

demographic variables for doctors such as Gender, Qualification, Regional Status of

practice place. This study identifies and evaluates the Sales promotions activities

adopted by pharmaceutical companies to influence the behavior of doctors and

customers. Factors affecting prescription behavior of doctors and consumers’

preferences towards the particular companies drugs affect the sales of the companies.

The promotional activities and change in the perception of consumers after

confronting with the promotion activities adopted by the companies have also been

examined. Basically this research is describing the population surveyed and its

characteristic, so it is descriptive research

3.6-Data collection method: In this research data collected from primary source and

as well as secondary source. The secondary data collected from Governing Bodies,

magazines, news papers, journals and other published material. Internet also used for

collecting secondary information. The primary data collected through questionnaires.

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In the questionnaires three kinds of scaling used namely Nominal and Ordinal scale &

Interval to know the respondents demographic profile and attitudes towards the

advertisement.

3.7-Questionnaires: - Set the work done up to this time provide valuable inputs to

designing both the questionnaires. They were prepared in English. The coding plane

of the responses was decided before hand. The structures of the data file in which the

data was to be entered, was also decided before hand. Hence, it was possible to

incorporate into the questionnaires the no. of the field in which the data was to be

entered. This made the subsequent steps of data collection and data entry earlier. In

this research SPPS software used for analysis and interpretation of the hypothesis.

There are two types of questionnaire were prepared which are as:-

A-The questionnaire of the direct consumer have following distinct points.

1. An introductory paragraph.

2. The identification information.

3. The Demographic variables asked (Q1a to Q1g).

4. General information regarding advertisement (print, radio, television, word of

mouth) (Q3 to Q4).

5. Some information asked to know about the advertisement media used for common

OTC medicines (television, news paper, friends and relative) (Q5 to Q6).

6. In this section some questions were asked to know the impact of the OTC

Advertisement and the need creation (Q7 to Q8).

7. In this portion questions were asked about the attention paid by the consumer and

the aspect of the product (Q9 to Q10).

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8. Asking buyer buying behavior and influencing factor in selecting the medicines

for Common diseases (Q11 to Q13).

9. Asking needed information in terms of Likert Scale to rate the medicine

advertisement (Q14).

B-The questionnaire of the Doctor (customer) have following distinct points:-

1. An introductory paragraph.

2. The identification information.

3. The Demographic variables asked (Q1a to Q1c).

4. The general information asked about the position and consultation

(Q1d to Q1h).

5. To know the importance of medium providing information about medicine

(Q2a to 2g ).

6. To know the reliability of information provided through different media

(Q3a to Q3g).

7. To know the Medical Representatives (MRs) visiting hours (Q4a to Q4b).

8. The importance of promotional items (Q5a to Q5f).

9. To know about prohibiting bodies that influence promotional activities (Q6).

10. To ask about effectiveness of information (Q7a to 7g)

11. To know the information about brand medicine, generic medicine, importance

of DCA etc. (Q8 to Q13)

12. To ask about importance of promotional channels (Q14a to Q14 g)

13. To know the importance of celebrities specialized channels, regulatory acts,

creativity frequency of advertisement etc. (Q15 to Q21).

3.8 Study Variables:- Variables measured in this study are the cumulative scores for

consumer and doctor’s perceptions of both OTC drug advertising & prescription drug

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advertising concerning their attitudes, beliefs about the effects of drug advertising and

the impact of drug advertising on consumer and doctor, on the selection of drug

products by the patients and . The scores were obtained using a series of survey

questions to address each of the given objectives.

Other variables included the demographic factors such as gender, practice hour,

Qualification, number of years of practicing as a doctor; and other miscellaneous

factors such as where and how often are OTC drug advertisements seen by the

subject, frequency of patient interaction regarding OTC drugs and prescription

volume.

3.9 Sample Selection: - The study population consists of doctors & consumers

licensed in the hospitals and other place also.

SAMPLING DESIGN: - Target populations for the collection of data are residential

doctors and some patient in the hospitals during the period of collection of data. The

period for the collection data is different for various hospitals. The research has spent

on average three days at the single hospital in the process of collecting data from

doctors as well as patients. Non probability systematic convenient sampling technique

has been used by us for the collection of data on the basis of Age, Gender, Education,

Occupation, Marital status, Family monthly income for consumers and qualification,

position hold by respondent, no. of practice hours, years of practice place of practice,

Out Patient Department (OPD) frequency etc. for doctors.

1. Universe: - The first step in developing any sample design is clearly defining the

set of objects to be studied. In this research universe is finite. Geographical region

divided on the basis of different location Divisional head quarter of Uttar Pradesh

such as, Lucknow, Allahabad and Kanpur districts. Again each divisional

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headquarter stratifies on the basis of different location to collect the information. The

objective was that each group represents the universe.

2. Sampling unit:-A decision has to be taken concerning a sampling unit before

selecting sample. In this research, sample unit stratified on the basis different age

group, male and female, different education level, occupation, family monthly

income, and marital status of the respondents for consumers and qualification,

position hold by respondent, no.of practice hours, years of practice place of practice,

o.p.d frequency etc. for doctors. The sample had drawn from the districts of 3

Divisional head quarter namely Lucknow, Allahabad and Kanpur.The reason behind

selection of these district as sample unit due to:-

a) High No. of Hospitals.

b) These district having medical college and due to this high number of patients came

for cure of the disease.

3. Size of sample: - This refers to the number of items to be selected from the

universe to constitute a sample. The total no. of sample size was 200 for doctor and

400 for consumer.

4. Sampling Technique: This study is broadly on sales promotion activities adopted

by pharmaceutical companies. The populations which are included in the study are

basically residing in those regions. So, researchers have used the ‘convenience

random sampling’ which was performed purposefully. Researchers have collected the

data only from those people, who are either doctor in the hospital or the patient in the

hospital during that period or other place also.

3.10 Survey Instrument: - The instrument used for the study is a questionnaire,

constructed by the researcher. The questionnaires were constructed to obtain

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responses from the target sample group of consumer & doctors about the impact of

pharmaceutical advertisement. The questionnaires was made in English

The survey consists of two parts. Part-I is comprised of consumers consist of 14

questions.

Q.1a to 1g was used to know the demographic variables of the respondents such Age,

Gender, Education, Occupation, Marital Status, and Monthly family incomes. Q.2 to

4 was asked to know about advertisement, medium of advertisement and how the

advertisement affects the consumer.Q.5 was used to know the medium of

advertisement more affective for common use medicines (OTC).Q.6 was used to

know by which suggestion consumer will purchase common use medicines Q.7 was

used to know the long lasting effect of advertisement. Q.8 was used to know the

extent of advertising of various pharmaceutical products create the need for the

Product in consumer mind. Q.9 was used to know about new advertisement of

pharmaceutical how much consumer pay attention. Q.10 was used to know about

product attribute observe in advertisement. Q.11 was used to know influencing factor

in selecting medicine for common diseases Q.12 was used to know the extent of

advertising influenced in purchasing a particular type of Pharmaceutical product/

medicines. Q.13. was used to know the rely on while making a purchase decision

Q.14. was used to know the impact of attributes like Theme of Advertisement, Visual

presentation, Strength of Medicines, Dosage form& Role of celebrities.

Part II is comprised of doctors consist of 21 questions.

Q.1a to 1h was used to know the demographic variables of the respondents such Age,

Gender, Education, Occupation, Marital Status, and Monthly family incomes. Q.2a to

2g was used to know the importance of medium providing information about

medicine such as Medical representative, medical journals, clinical papers,

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Television, internet etc. Q.3a to 3g was used to know the reliability of information

provided through different media about medicines such as Medical representative,

medical journals, clinical papers, Television, internet etc Q.4 to 4b was used to know

the Medical Representatives (MRs) visiting hours and importance of information

provided by MRs Q.5a to 5f was used to know the importance of promotional items

such as Frees samples, Trips to seminar, lunch and dinner for staff and family. Q.6 is

about prohibiting bodies that influence promotional activities. Q.7a to 7g was used to

know the effectiveness of information provided through different media such as MRs,

Medical Journals, clinical papers, electronic media etc. Q.8 to 13 was used to know

the importance of brand, generic medicine in prescription & importance of ethical

issues and advertising agency.Q.14a to 14g was used to know the importance of

promotional channels used by companies and their long lasting effect on the mind

such as Medical representative, medical journals, clinical papers, Television, internet

etc.Q.15 to 21 was used to know the importance of celebrities, specialized channels,

creativity, frequency etc for drug advertisement.

Firstly used Nominal scale especially Dichotomous and Multiple choice questions to

categorize the Age, Gender, Education, Occupation, Family monthly income, marital

status of the respondents. Second kind of scaling was very important to know the

attitude of the respondent i.e. Interval scale especially Likert scales.

3.11 Data collection:- In this section primary data collected through personal

interview. The fieldwork carried out in divisional Head Quarter namely Lucknow,

Allahabad and Kanpur. The whole Lucknow, Allahabad and Kanpur district stratified

on the basis of area sampling. In this regards the territory divided into different

location such as Colony, Mohalla, hospitals, clinics and some public place selected

to collect the data. Two different booklets of questionnaires were prepared one for

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consumer and one for doctor which were given to the respondents and told to him

tick the answer of each question. For the purpose of study, questionnaires were got

filled in each districts of selected divisions, giving total of 200 questionnaires for

doctors, out of these 150 questionnaires were finally retained for analysis while 50

questionnaires were rejected as they were incomplete. Similarly giving total of 400

questionnaires for consumers, out of these 329 questionnaires were finally retained

for analysis while 71 questionnaires were rejected as they were incomplete

3.12 Data analysis:- After fieldwork done the raw data converted into coding. The

coded data fill in the SPSS sheet. In this research seven demographical variables for

consumer and three demographical variables for doctors were taken to find out

frequency distribution of each variable. Tabulated data described the number of

respondents in a particular categories such the total no. of respondents fall in different

slabs. Seven demographical variable of consumers and three demographic variables

were converted into tabulation. Both the demographical variables compare with the

other question relating to attitude of the respondents to find out the cross-tabulation.

The cross-tabulation showed the relationship of one variable to another. Before data

could be analyzed it was checked thoroughly not only was the print out of the data file

checked manually, range cheeks and logical checks were also applied on the data.

Data was analyzed with the help of SPSS package. The test of hypothesis that was

used throughout the Chi -square test. Through the Chi-square test Null-Hypothesis

checked whether the Null- Hypothesis accept or reject.

The formula for Chi- Square is

Chi-Square = � (Oi-Ei) x (Oi-Ei) / Ei

Where Oi = The observed frequency. Of cases in the ith category.

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Ei =The expected no. of cases in the ith.

K = The no. of categories.

For a 2 x2 contingency of table the modified formula of Chi -Square was used.

[N (AD-BC)-N\2] x [N (AD-BC)-N\2]

Chi- square = --------------------------------------------------

(A+B) (C+D) (A+C) (B+D)

Where N= Total Sample size.

A= Number of in the upper row left cell.

B= Number in the Upper row right cell.

C= Number in the lower row left cell.

D= Number in the lower row right cell.

D.F. = Degree of freedom, calculated as (r-1) (c-1).

Whenever the result was significant and the contingency table was bigger then 2x2

the difference between the groups, on the measured variable, was located by

partitioning the contingency table into 2x2 sub tables and analyzing each of them. The

table may be partitioned into as many 2x2 sub tables as there are degree of freedom in

the original table. The method of constructing the tables in such that each table is

collapsed to form the next table. The two rows of the preceding table are combined to

form the first row of the succeeding table and if need be, the two columns of the

preceding table are combined to from the first columns of succeeding table. It is the

discretion to the research to arrange/rearrange the original table so that the collapsing

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combining of categories makes sense. The row and column totals of these sub tables

are the row and columns totals of the entire sample, not just of the particular sub table.

This reflects the fact that these are sub tables obtained from a larger sample. The

formula for x2 of these sub tables also reflects this fact. The Null- Hypothesis checked

with 5% significant level. Before calculating the Null- Hypothesis degree of freedom

found from the table. With the help of SPSS package it automatically calculated. The

chi-square value compare with Critical value. In this case when calculated value less

than the critical value then Null –hypothesis accept otherwise reject.

3.13 BRIEF SUMMARY OF TOOLS USED FOR ANALYSIS

1. Descriptive Statistics: - Researcher has used the descriptive techniques for the

profiling of data. Profiling of the data is essential for the scientific study and for

ensuring that we have all relevant data for making completed comparison and

analysis.

2. Factor Analysis: - However, although factor analysis is probably most famous for

being adopted by psychologists, its use is by no means restricted to measuring

dimensions of personality. Many of the other researchers use this technique for the

purpose of knowing which are the primarily factors which affect the particular

activity. So the factor analysis technique is used by us to find the prominent factors

which are affecting the behavior of the doctors for the recommendation of particular

brand of medicine and also try to find the factors which influence patient to buy the

particular medicine which are coming under the category of OTC drugs.

3. ANOVA Test:- ANOVA is applied on the data to check whether difference exists

in impact of advertisement perceived by various educations and regional status of

practice of doctors among all the dimensions.

4. Data analysis Software: SPSS software 20 is used for the analysis of the data

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3.14 Objective of the Study: Because the research indicates that billions of dollars

are wasted on crafting drug advertisements. The research objective is to measure the

effect of pharmaceutical company’s promotional activities on the physicians

prescribing behavior in one side and also wanted to measure the effect of

advertisement on consumer buying behavior and identify the most effective

promotional mix. Promotional tools used by pharmaceutical companies will be tested

and by the end of the thesis, we should be able to identify which promotional tools are

more effective & influencing physicians prescribing behavior and consumers buying

behavior. The objective of the research can be framed in points given below:

1. To study the effective promotional tools to be used by pharmaceutical

companies in obtaining prescriptions from the physicians.

2. To study which are the most effective promotional tools to be used by

pharmaceutical companies in influencing the doctor prescription behavior.

3. To assess the consumer attention about different medium of pharmaceutical

advertisement.

4. To study the impact of detailing (advertisement through medical

representative) on the physicians prescribing behavior.

5. To study the impact of Scientific/Educational promotional tools on the

physicians prescribing behavior.

6. To study the impact of advertisement through electronic media and print

media on consumers buying behavior.

7. To examine the more effective medium of advertisement for common use

medicines (OTC).

8. To assess the retaining ability of the consumers with reference to the

pharmaceutical advertisement.

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9. To study the extent of advertising influenced the consumer for purchasing of

medicines.

10. To assess the consumer attention towards different medium of advertisement.

11. To study the impact of advertisement by celebrities on consumers buying

behavior.

3.15 Research Hypothesis: - Hypothesis is defined as a set of proposition set forth as

an explanation for the occurrence of some specified group of phenomena either

asserted merely as a provisional conjecture to guide some investigation or accepted as

highly probable in the light of established facts. So for the study of factors influencing

doctors prescribing behavior and consumers buying behavior certain hypothesis are

formulated which are given below:-

Ho1: There is no significant association of demographic variables like family type,

education, occupation, marital status and age on consumer purchase behavior.

Ho2: Doctor’s advice do not creates significant impact on consumer persuasion to buy

a particular drug.

Ho3: Effective medium of advertisement do not creates significant impact on

consumer persuasion to buy OTC drug.

Ho4: There is no significant association of demographic variables like family type,

education, occupation, marital status and age on medium of advertisement and

attention paid by consumer.

Ho5: There is no significant association of advertisement through electronic media on

consumers buying behavior

Ho6: There is no significant association of advertising through print media on

consumers buying behavior

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Ho7: Various pharmaceutical medium of advertisement do not creates significant

impact on doctor prescription behavior.

Ho8: There is no significant association of detailing (advertisement through medical

representative) on the physicians prescribing behavior.

Ho9: There is no significant association of qualification of doctors and impact of

pharmaceutical advertisement.

Ho10: There is no significant association of regional status of practice place and

impact of pharmaceutical advertisement.

Ho11: There is no significant�association of promotional items such as free samples,

trips to seminar etc. on the physicians prescribing behavior

Ho12: There is no significant association of Medical journals, clinical papers or

seminars conducted by companies on the physicians prescribing behavior.

3.16 Research Assumptions:- The physicians prescribing behavior is affected by the

pharmaceutical companies promotional activities and customers buying behavior is

influenced by advertising activities adopted by pharmaceutical companies. The

sample represents resident’s physicians and visiting patient in the respective hospitals.

Respondents are answering the questionnaire truthfully and honestly. This study

covering about one hundred physicians executed to find out the impact of various

information sources in influencing the physicians prescribing behaviour, concluded

that pharmaceutical company’s promotional information (commercial sources) plays a

major role in the decision process of the physician to prescribe drugs than even

scientific sources.

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CHAPTER- 4

DATA ANALYSIS OF SURVEY RESULTS

4.1 Demographic Characteristics of Respondents (Consumers):-

For marketers and consumers the advertisements play a very vital role. The study of

cognitive effect of advertisements can help both the marketers and the regulating

authorities. The marketers may understand in a better way as to how the

advertisements may change the perceptions of the consumers. On the other hand, the

regulating authorities may prevent deception against consumers with this kind of

understanding. It must be understood by the marketers that supply of right quality and

quantity of goods and services to consumers at reasonable prices constitute the

responsibility of an enterprise toward its customers. The enterprise must take proper

precaution against adulteration, poor quality, lack of desired service and courtesy to

customers thus misleading and dishonest advertising, and so on. They must also have

the right of information about the product, the company and other matters having a

bearing on their purchasing decision. Advertisers often rely on strong subjective and

evaluative claims in order to differentiate their brands and pharmaceuticals chemical

constituents from competitors. Consumers are being provided with increasing

amounts of decision-relevant information in their purchasing environments. As stated

above, the understanding, how consumers select and organize information, can be

used to create marketing communications that have a better chance of being attended

to and processed. Cognition is an important subject to an advertiser and marketer

dealing in non-durable products because the process is highly complex. Advertiser,

therefore, needs to know in advance how consumers are likely to process and interpret

a message.

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The differences in attitude and level of involvement for a particular product may raise

so many problems with the individual characteristics that influence consumer’s

decision making as to non-durable goods. The word demography means related to the

human population. Market demographics refer to all the data that is collected for the

purpose of providing information to organizations such as government offices and

marketing departments. Details of the population in relation to their age, sex,

employment status are usually included in marketing demographics. This data is

usually used to make policy decisions and for research of the market conditions.

Characteristics such as gender, age, education, profession, occupation, income level,

and marital status, are all typical examples of demographics that are used in surveys.

When designing a survey, the research needs to assess who to survey and how to

breakdown overall survey response data into meaningful groups of respondents. Both

assessments are based on demographic considerations.

A demographic profile can be used to determine when and where advertising

should be placed so as to achieve maximum results. A tool for determining a

demographic profile is the use of demographic partitions. Demographic partitions

refer to the multitude of advanced segmentations of user groups. The segmentation

structure is determined through the analysis of large data collections where the

conclusions drawn are specific to an underlying set of initiatives��The main objective

of market demographics is to understand the different segments of the population and

also to get a clear idea of the needs and wants of the different segments in the society.

On the basis of this information organizations can build a marketing strategy. The

major types of demography that is included in marketing is the age of the targeted

group, the gender ratio, the level of the income that exists and the race and the ethnic

groups that exist in the targeted group.

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The targeted audiences for a product or service need to be potential clicks-to-sale

initiators, directly influencing business turn-around. Consumer preference and their

decisions are influenced by their demographic characteristics such as age, sex, marital

status, family size, education, and their professional status. Since, these characteristics

are easily quantifiable, they enable marketer to describe accurately and specifically

and to understand certain consumer characteristics. Keeping this consideration, an

attempt was made to isolate the demographic characteristics of the respondents.

4.1.1 Age wise classification of respondents:-

Consumer needs and wants change with age. Age and life-cycle have potential impact

on the consumer buying behavior. It is obvious that the consumers change the

purchase of goods and services with the passage of time. Researchers have found age

to be important demographic variable to distinguish consumer segment. Keeping this

into consideration, an attempt was made to classify the respondents on the basis of

age. Respondents included in the sample were classified into five age groups which

include age group 18-28 years, 29-39 years, 40-50 years, 51-61 years and > 61 years.

The information about age-wise classification of respondents is presented in table no.

4.1.1

Table No. 4.1.1:- Age- wise classification of Respondent

S. No Age Group No. of Respondents Percentage

1 18-28 year 96 29.2

2 29-39 year 129 39.2

3 40-50 year 46 14.0

4 51-61 year 45 13.7

5 > 61 year 13 4.0

Total 329 100.0

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Fig 4.1:- Age - wise classification of Respondents

The analysis of data indicates that 29.2% of the respondents are in the age group of

18-28 years, 39.2% of the respondents are in the age group of 29-39 years, 14% of

the respondents are in the age group of 40-50 years, 13.7% of the respondents are in

the age group of 51-61 years and remaining 4% are in the age group of more than 61

years.The analysis clearly projects that the sample is dominated by those respondents

who are in the age group of 29-39 years.

4.1.2 Marital Status- wise classification of respondents:-

The family has been the focus of most marketing efforts and for many products and

services, the household continues to be the relevant consuming unit. Family life-cycle

consists of different stages such young singles, married couples, unmarried couples

etc which help marketers to develop appropriate products for each stage For

developing appropriate marketing Strategies, the researchers are interested in

determining the demographic and media profile of household decision makers.

Keeping this into consideration, an attempt was made to classify the respondent on the

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basis of their marital status. The marital status-wise classified categories include

married, unmarried, widow & separated. The results are presented in table no. 4.1.2

Table No. 4.1.2:- Marital Status - wise classification of Respondent

S. No Marital Status No. of Respondents Percentage

1 Married 208 63.2

2 Unmarried 118 35.9

3 Widow 2 0.6

4 Separated 1 0.3

Total 329 100.0

Fig 4.2:- Marital Status wise classification of Respondents

The analysis elaborates that the sample includes 63.2% married respondents, 35.9%

unmarried respondents, 0.6% widow respondent and 0.3% seperated respondents.

This signifies that the sample is dominated by the respondents of married category.

4.1.3 Family type- wise classification of respondents:-

A family is defined as a group consisting of two parents and their children living

together as a unit. A household is defined as a person or group of person occupying a

housing unit, whether related or unrelated. In recent years, there have been two

important changes in the family and the marital status. The first one is the sharp

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increase of single person household and second is the decline in average household.

Keeping this into consideration, an attempt was made to classify the respondents on

the basis of family type. The family type classified categories included in respondents

are joint family and nuclear family .The results are shown in table no. 4.1.3

Table No. 4.1.3:- Family type-wise classification of Respondent

S. No Type of family No. of Respondents Percentage

1 Nuclear 254 77.2

2 Joint 75 22.8

Total 329 100.0

Fig 4.3:- Family type- wise classification of Respondents

The analysis suggest that 77.2% respondents belong to joint families and 22.8%

respondents belong to nuclear family .This analysis clearly highlights that sample is

dominated by the respondents belonging to joint families.

4.1.4 Income- wise classification of respondents:-

Income of the consumers has long been an important variable for distinguishing

market segments. Income simply indicates the ability or inability of the consumer to

pay for a product, while the actual choice may be based on personal life style, taste

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and values. Keeping this into consideration, an attempt was made to classify

respondents on the basis of their income. For this purpose, the respondents were

classified into five categories: one who has annually income less than Rs.1.5 lacs.

Others categories of respondents include those with annual income Rs.1.5 lacs- 3.0

lacs, 3.0 lacs - 5.0 lacs, 5.0 lacs-7.0 lacs and more than 7.0 lacs.The results are shown

in Table no.4.1.4

Table No. 4.1.4:- Income-wise classification of Respondent

�� Annual Income No. of Respondents Percentage

�� Less than 1.5 lacs 8 2.43

�� 1.5 lacs- 3.0 lacs 59 17.93

�� 3.0 lacs- 5.0 lacs 120 36.47

�� 5.0 lacs-7 .0 lacs 105 31.91

�� more than 7.0 lacs 37 11.25

Total 329 100.00

Fig 4.4:- Income- wise classification of Respondents

The analysis projects that the sample includes 2.43%, 17.93%, 36.47%, 31.91% and

11.25% respondent respectively representing the group of respodents with annual

income upto Rs.1.5 lacs,1.5 lacs-3.0 lacs, 3.0 lacs-5.0 lacs,5.0 lacs-7.0 lacs and more

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than 7.0 lacs and above.This signifies that the sample is dominated by those

respondents who are having the annual income between 3.0 lacs-5.0 lacs.

4.1.5 Qualification - wise classification of respondents:-

An attempt was made to identify academic profile of the respondents. It is

appropriately believed that understanding and impacts of advertising on consumers

are closely associated with their level of education. For identifying this, the

respondents included in the sample were classified on the basis of their education

level. The education level-wise classified categories include the respondents who are

undergraduates, graduates and post graduates and above. The information in this

regard is presented in table no.4.1.5

Table No. 4.1.5:- �� -wise classification of Respondent

S. No Qualification No. of Respondents Percentage

1 Undergraduate 76 23.10

2 Graduate 98 29.79

3 Post Graduate & Above 155 47.11

Total 329 100.00

Fig 4.5:- Qualification- wise classification of Respondents

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The analysis of data suggests that 23.10% respondent fall in the undergraduate

categories. Another 29.79% respondents have their education up to graduation level

and 47.11% of the respondents are qualified up to post graduation and above. The

analysis clearly highlights that the sample is dominated by those respondents who

have educational qualification post graduate and above.

4.1.6 Occupation - wise classification of respondents:-

The occupation of an individual plays a significant role in influencing his/her buying

decision. An individual’s nature of job has a direct influence on the products and

brands he picks for himself/herself. Occupation is one of the important demographic

variables which influence the consumption pattern of consumer. For making the

appropriate marketing strategy and positioning the product in a better and effective

way it is necessary to identify the occupational group that has average interest in their

product and services. Keeping this into consideration, an attempt was made to classify

the respondent on the basis of their occupation. For this purpose, the occupation-wise

classified categories of the respondents included Students, Business, Government

Services, Professionals and Housewife. The information in this respected is depicted

in table no.4.1.6

Table No. 4.1.6:- Occupation -wise classification of Respondent

�� Occupation No. of Respondents Percentage

�� Student 49 14.89

�� Business 60 18.24

�� Government Service 83 25.23

�� Professional 97 29.48

�� Housewife 35 10.64

� Any Other 5 1.52

Total 329 100.00

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Fig 4.6:- Occupation -wise classification of Respondent

The analysis indicates that the sample is dominated by the respondents of professional

categories as it was indicated by 29.48% of the repondents. Another 25.23%

respondent fall in Government service category, 18.24% respondents belongs to

Business category, 14.89% respondents belongs to Student category, 10.64%

respondents belongs to Houswifes category and 1.52% respondents belongs to others

category.

4.2 Sensitiveness of consumer towards advertisement:-

The advertisement is an effort by the sellers/manufacturers to communicate message

about their product/services to the consumer or ultimate users. Thus, it becomes more

important to assess whether the advertisement is able to attract the first attention

followed by the retention of the potential buyers of the proposed product/services. In

other words,the assessment of the sensitiveness of consumers toward advertisement

becomes very crucial in order to study the impact of advertising on the brand

prefrence of the consumers. Advertisement enable practitioners to be more consumer-

sensitive to ensure that the advertising campaigns are properly conceived to avoid

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adverse effects on a firm’s performance. It also checked in order to meet the

following objectives:

a. For examining the awareness,ability to perceive and ability to learn the consequences

of action of the consumers subsequent to the impact of an advetisement.

b. The theoretical insight communicates several dimensions about the sensitiveness of

consumers towards advertisement. The personal values and goals of consumers are

linked with their buying intention and actions. Thus, it becomes crucial to highlight

whether consumer is sensitive towards barrios advertisement displayed on different

media. Without assessing this, the ultimate impact of an advertisement cannot be

properly highlighted. This view point became one of the objectives for proposed

assessment of sensitiveness of consumers. Before attempting to know the ultimate

impact of advertisement on the target consumers, it is necessary that we know how far

they have access to various media of advertisements, their likeness for advertisement,

effect of advertisement, attributes of advertisement, more affective medium of

advertisement etc. An attempt has been made in the present study to assess the

respondents on the above mentioned factors.

4.2.1 Advertisement awareness:-

Advertisement awareness is the extent to which the intended audience or targeted

customers are aware of an advertising message. Advertising is used for

communicating business information to the present and prospective customers. It

usually provides information about the advertising firm, its product qualities, place of

availability of its products etc.� To know awareness about advertisement respondents

were requested to indicate their awareness about advertisement. The relevant data and

analysis are given below in table no.4.2.1

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Table No. 4.2.1:- Advertisement awareness among respondents

Awareness about Advertisement

S. No Description No. of Respondents Percentage

1 YES 297 90.27

2 NO 32 9.73

Total 329 100.00

Fig 4.7:- Advertisement awareness among respondents

The study indicates that 90.27% respondent are aware about advertisement and 9.73%

of respondent are unaware about advertisement.

4.2.2 Advertisement medium and attention:-

Attention is a necessary ingredient for effective advertising. Attention is the cognitive

process of selectively concentrating on one aspect of the environment while ignoring

other things.�Direct-to-Consumer or DTC advertising is a form of advertising that

pharmaceutical companies are using to promote brand name medications through

newspaper, magazine, television, radio and Internet marketing.There are various

medium by which consumer get the attention. To know about attention among

consumer with reference to various advertisement media an attempt has been made.

The relevant data and its analysis are given below in table no. 4.2.2

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Table No. 4.2.2:- Advertisement medium and attention of respondents

Medium of Advertisement & Attention paid by consumer

S. No Medium of Advertisement No. of Respondents Percentage

1 Print 47 14.29

2 Radio 43 13.07

3 Television 185 56.23

4 Word to Mouth 54 16.41

Total 329 100.00

Fig 4.8:- Advertisement medium and attention of respondents

The study indicates that more than half (56.23%) respondent paid attention on

television advertisement.Similarly 14.29% respondent paid attention to print media

advertisement, 13.07% respondent paid attention to radio media advertisement and

16.41% respondent paid attention to word to mouth medium of advertisement.Thus

the study highlights that respondent paidmore attention on television medium of

advertisement followed by word to mouth,print & radio medium of advertisement. An

attempt was also made to assess the degree of relationship of Demographic variables

like family size, Educational qualification, Occupation, Marital Status and age of

respondents with advertisement and consumer attention.For this purpose the data was

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processed to establish the relationship of factors which are responsible for

determining medium of advertisement that get attention with demographic profile of

respondent.The information in this respect is presented in table no 4.2.2.1 to 4.2.2.5

4.2.2.1 Association between family type and medium of advertisement get the

Consumer attention:- An attempt was made to assess the degree of relationship of

customer attention toward the different medium of advertisement with family type of

respondents. The information in this respect is presented in table no 4.2.2.1

Table No. 4.2.2.1:- Association of medium of advertisement with type of family

Family type * Which medium of Advertisement get your Attention Cross tabulation

Which medium of Advertisement get your

Attention

Total Print Radio Television

Word to

Mouth

Family

type

Nuclear Count 35 32 150 37 254

Expected

Count

36.3 33.2 142.8 41.7 254.0

% within

Family size

13.8% 12.6% 59.1% 14.6% 100.0%

Joint Count 12 11 35 17 75

Expected

Count

10.7 9.8 42.2 12.3 75.0

% within

Family size

16.0% 14.7% 46.7% 22.7% 100.0%

Total Count 47 43 185 54 329

Expected

Count

47.0 43.0 185.0 54.0 329.0

% within

Family size

14.3% 13.1% 56.2% 16.4% 100.0%

Pearson Chi-Square Degree of freedom Asymp. Sig. (2-sided)

4.284a 3 .232

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The analysis of data in the above table indicates that among the nuclear family 150

respondents are in the opinion that television medium of advertisement get more

attention. Similarly 35 respondents of print medium advertisement, 32 respondents of

Radio advertisement and 37 respondent of word to mouth advertisement give their

opinion regarding attention of advertisement. Further in 75 respondent of joint family

35 respondent are in the opinion of television medium of advertisement create more

impact to consumer of Joint family. Similarly 12, 11 & 17 respondents give their

opinion regarding print, Radio & Word to mouth Advertisement respectively which

create attention of consumer. In context to the data analysis of whole family (both

nuclear and joint) the 185 respondent give their opinion that Television advertisement

get their attention, 47, 43 and 54 respondent give their opinion regarding

advertisement of print, radio & word to mouth respectively .To know the association

of family type and medium of advertisement get the Consumer attention �2 test

statistic can be tested for the Hypothesis.

Ho-There is no association of family type and medium of advertisement get the

Consumer attention.

H1- There is association of family type and medium of advertisement get the

Consumer attention

Here Chi-Square test statistic (�2) = 4.284

Critical value at 5% level of significance with degree of freedom = 7.815

Since �2 (3) =4.284, p > 0.05 at 5% level of significance then there is no significant

association of medium of different advertisement to get the consumer attention with

type of family.

4.2.2.2 Relation between Educational Qualification and medium of

advertisement get the Consumer attention:-�The analysis of data indicates amongst

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the 76 respondent of undergraduate educational qualification 48 respondent give the

opinion that Television medium of advertisement get more attention where as 6, 8 &

14 respondent give their opinion that print, radio & word to mouth medium of

advertisement respectively get more attention.

Table No. 4.2.2.2:- Association of medium of advertisement with educational

qualification of consumer.

Educational Qualification * Which medium of Advertisement get your Attention Cross

tabulation

Which medium of Advertisement get

your Attention

Total

Print Radio Televisio

n

Word

to

Mouth

Educational

Qualification

Under

graduate

Count 6 8 48 14 76

Expected

Count

10.9 9.9 42.7 12.5 76.0

% within

Educational

Qualification

7.9% 10.5

%

63.2% 18.4% 100.0%

Graduate Count 9 25 46 18 98

Expected

Count

14.0 12.8 55.1 16.1 98.0

% within

Educational

Qualification

9.2% 25.5

%

46.9% 18.4% 100.0%

Post

Graduate

Count 32 10 91 22 155

Expected

Count

22.1 20.3 87.2 25.4 155.0

% within

Educational

Qualification

20.6% 6.5% 58.7% 14.2% 100.0%

Total Count 47 43 185 54 329

Expected

Count

47.0 43.0 185.0 54.0 329.0

% within

Educational

Qualification

14.3% 13.1

%

56.2% 16.4% 100.0%


28.724a 6 .000

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Similarly amongst 98 respondent of graduate educational qualification 46 respondent

give the opinion that Television medium of advertisement get more attention where as

9, 25 & 18 respondent give their opinion that print, radio & word to mouth medium

of advertisement respectively get more attention.

Further 155 respondent of post graduate educational qualification 91 respondent give

the opinion that Television medium of advertisement get more attention where as 32,

10 & 22 respondent give their opinion that print, radio & word to mouth medium of

advertisement respectively get more attention. In context to the data analysis of whole

respondent of different qualification the 185 respondent give their opinion that

Television advertisement get their attention 47, 43 and 54 respondent give their

opinion regarding advertisement of print, radio & word to mouth respectively. To

know the association of Educational Qualification and medium of advertisement get

the Consumer attention �2 test statics can be tested for the Hypothesis

Ho-There is no association of Educational Qualification and medium of advertisement

get the Consumer attention.

H1- There is association of Educational Qualification and medium of advertisement

get the Consumer attention


Since �2 (6) =28.724, p < 0.05 at 5% level of significance then there is significant


educational Qualification.

4.2.2.3 Relation between Occupation and medium of advertisement get the

Consumer attention:- The analysis of data indicates amongst the 49 respondent who

are student 22 respondent give the opinion that Television medium of advertisement

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get more attention where as 4, 18 & 5 respondent give their opinion that print, radio

& word to mouth medium of advertisement respectively get more attention.

Table No. 4.2.2.3:- Association of medium of advertisement with occupation of

consumer.

Occupation * Which medium of Advertisement get your Attention Cross tabulation


Attention


Word

to

Mouth

Occupation

�

Student Count 4 18 22 5 49

Expected

Count

7 6.4 27.6 8 49

% within

Occupation

8.20% 36.70% 44.90% 10.20% 100.00%

Business Count 5 7 42 6 60

Expected

Count

8.6 7.8 33.7 9.8 60

% within

Occupation

8.30% 11.70% 70.00% 10.00% 100.00%

Government

Service

Count 15 10 46 12 83

Expected

Count

11.9 10.8 46.7 13.6 83

% within

Occupation

18.10% 12.00% 55.40% 14.50% 100.00%

Professional Count 23 7 44 23 97

Expected

Count

13.9 12.7 54.5 15.9 97

% within

Occupation

23.70% 7.20% 45.40% 23.70% 100.00%

Housewife Count 0 1 26 8 35

Expected

Count

5 4.6 19.7 5.7 35

% within

Occupation

0.00% 2.90% 74.30% 22.90% 100.00%

Contd…..

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Occupation * Which medium of Advertisement get your Attention Cross tabulation


Attention

Total Print Radio Television Word to Mouth

�� Any

Other

(Please

Specify)

Count 0 0 5 0 5

�� Expected

Count

0.7 0.7 2.8 0.8 5

�� % within

Occupation

0.00% 0.00% 100.00% 0.00% 100.00%

Total Count 47 43 185 54 329

Expected

Count

47 43 185 54 329

% within

Occupation

14.30% 13.10% 56.20% 16.40% 100.00%


59.119a 15 0

Similarly amongst 60 respondent who are business man by occupation 42 respondent

give the opinion that Television medium of advertisement get more attention where as

5, 7 & 6 respondent give their opinion that print, radio & word to mouth medium of

advertisement respectively get more attention. Further 83 respondent who are in

government service by occupation 46 respondent give the opinion that Television

medium of advertisement get more attention where as 15, 10 & 12 respondent give

their opinion that print, radio & word to mouth medium of advertisement respectively

get more attention. Similarly 97 respondent who are professional by occupation 44

respondent give the opinion that Television medium of advertisement get more

attention where as 23, 7 & 23 respondent give their opinion that print, radio & word

to mouth medium of advertisement respectively get more attention.

Furthermore 35 respondent who are housewife 26 respondent give the opinion that

Television medium of advertisement get more attention where as 0, 1 & 8 respondent

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give their opinion that print, radio & word to mouth medium of advertisement

respectively get more attention and 5 respondent having some other occupation all 5

respondent give the opinion about Television advertisement medium get more

attention To know the association of Educational Qualification and medium of

advertisement get the Consumer attention �2 test statistic can be tested for the

Hypothesis

Ho-There is no association of Occupation and medium of advertisement get the

Consumer attention.

H1- There is association of Occupation and medium of advertisement get the

Consumer attention




Occupation.

4.2.2.4 Relation between Martial Status and medium of advertisement get the

Consumer attention:- The analysis of data indicates amongst the 208 married

respondent 116 respondent give the opinion that Television medium of advertisement

get more attention where as 33, 23 & 36 respondent give their opinion that print,

radio & word to mouth medium of advertisement respectively get more attention.

Similarly amongst 118 unmarried respondent 67 respondent give the opinion that

Television medium of advertisement get more attention where as 13,20 &18

respondent give their opinion that print, radio & word to mouth medium of

advertisement respectively get more attention.

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Table No. 4.2.2.4:- Association of medium of advertisement with marital status of

respondent.

Marital Status * Which medium of Advertisement get your Attention Cross tabulation

Which medium of Advertisement get

your Attention


Word

to

Mouth

Marital

Status

Married Count 33 23 116 36 208

Expected Count 29.7 27.2 117.0 34.1 208.0

% within

Marital Status

15.9% 11.1% 55.8% 17.3% 100.0%

Unmarried Count 13 20 67 18 118

Expected Count 16.9 15.4 66.4 19.4 118.0

% within

Marital Status

11.0% 16.9% 56.8% 15.3% 100.0%

Widow Count 1 0 1 0 2

Expected Count .3 .3 1.1 .3 2.0

% within

Marital Status

50.0% 0.0% 50.0% 0.0% 100.0%

Separated Count 0 0 1 0 1

Expected Count .1 .1 .6 .2 1.0

% within

Marital Status

0.0% 0.0% 100.0% 0.0% 100.0%

Total Count 47 43 185 54 329

Expected Count 47.0 43.0 185.0 54.0 329.0

% within

Marital Status

14.3% 13.1% 56.2% 16.4% 100.0%


6.629a 9 .676

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Further among 2 widow respondent 1 respondent give their opinion that print

advertisement & 1 respondent give their opinion that television advertisement get

more attention.

Similarly one separated respondent give their opinion that television advertisement

get more attention. In context to the data analysis of whole respondent of different

marital status the 185 respondent give their opinion that Television advertisement get

their attention 47, 43 and 54 respondent give their opinion regarding advertisement of

print, radio & word to mouth To know the association of marital status and medium

of advertisement get the Consumer attention �2 test statistic can be tested for the

Hypothesis

Ho-There is no association of marital status and medium of advertisement get the

Consumer attention.

H1- There is association of marital status and medium of advertisement get the

Consumer attention

Here Chi-Square test statistic (�2 ) = 6.629



marital Status.

4.2.2.5 Relation between Age and medium of Advertisement to get Attention:-

The analysis of data in the table above indicates that among the 96 respondents of age

group 18-28 years 54 respondent are in the opinion that television medium of

advertisement create more attention, 8 respondent give their opinion that of print

medium of advertisement create more attention, 16 respondent give their opinion that

of radio medium of advertisement create more attention and 18 respondent give their

opinion that word to mouth medium of advertisement create more attention.

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Table No. 4.2.2.5:- Association of medium of advertisement with age of

respondent.

Age * Which medium of Advertisement get your Attention Cross tabulation


Attention

Total

Print Radio Television Word to

Mouth

Age

18-28

Count 8 16 54 18 96

Expected Count 13.7 12.5 54 15.8 96

% within Age 8.30% 16.70% 56.20% 18.80% 100.00%

29-39

Count 23 10 74 22 129

Expected Count 18.4 16.9 72.5 21.2 129

% within Age 17.80% 7.80% 57.40% 17.10% 100.00%

40-50

Count 9 4 27 6 46

Expected Count 6.6 6 25.9 7.6 46

% within Age 19.60% 8.70% 58.70% 13.00% 100.00%

51-61

Count 4 13 20 8 45

Expected Count 6.4 5.9 25.3 7.4 45

% within Age 8.90% 28.90% 44.40% 17.80% 100.00%

> 61

Count 3 0 10 0 13

Expected Count 1.9 1.7 7.3 2.1 13

% within Age 23.10% 0.00% 76.90% 0.00% 100.00%

Total

Count 47 43 185 54 329

Expected Count 47 43 185 54 329

% within Age 14.30% 13.10% 56.20% 16.40% 100.00%


25.799a 12 0.011

Similarly age group of 29-39 years among 129 respondents, 74 respondent are in the

opinion that television medium of advertisement create more attention, 23 respondent

give their opinion that of print medium of advertisement create more attention, 10

respondent give their opinion that of radio medium of advertisement create more

attention and 22 respondent give their opinion that word to mouth medium of

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advertisement create more attention. Out of 46 respondent of age group 40-50 years

27 respondent are in the opinion that television medium of advertisement create more

attention, 9 respondent give their opinion that of print medium of advertisement create

more attention, 4 respondent give their opinion that of radio medium of advertisement

create more attention and 6 respondent give their opinion that word to mouth medium

of advertisement create more attention. Further among 45 respondent of age group

51-61, 20 respondent are in the opinion that television medium of advertisement

create more attention, 4 respondent give their opinion that of print medium of

advertisement create more attention, 13 respondent give their opinion that of radio

medium of advertisement create more attention and 8 respondent give their opinion

that word to mouth medium of advertisement create more attention. Similarly age

greater than 61 years among 13 respondents, 10 respondents are in the opinion that

television medium of advertisement create more attention and 3 respondents give their

opinion that of print medium of advertisement create more attention. To know the

association of age and advertisement media that creates attention �2� test statistic can

be tested for the Hypothesis

Ho-There is no association of age and advertisement media that create attention.

H1- There is association of age and advertisement media that create attention.


Since �2�(12) =25.799, p < 0.05 at 5% level of significance then there is significant

association of age and advertisement media that create attention.

- 112 -

�

4.2.3 Effect of advertising on consumer-

Advertising affects everyone. Advertising can create a shift in thinking by consumers,

which may take different forms. For example, after viewing an ad, a consumer may

decide that his or her usual product either seems better or worse that the one being

advertised, without knowing exactly why. Other effects of advertising that create a

more conscious shift in consumers thought processes may be due to a strong

informational aspect.�Advertising is an�effective tool to attract people and to divert

their attitude positively toward product. There is a moderate relationship between

consumer purchase attention environmental factors and emotional factors. If

consumer is emotionally attached with the product he/she will prefer to purchase that

product.�Advertising can create a shift in thinking by consumers, which may take

different forms. Other effects of advertising that create a more conscious shift in

consumers' thought processes may be due to a strong informational aspect.

Advertisement affect consumer in many ways whether by recall,positive impression,

cretae intrest and making decision etc. To know how advertisement affects on

consumer an attempt has been made. The relevant data and its analysis are given

below in table no.4.2.3

Table No. 4.2.3:- Effect of advertising on respondent

Effect of advertisement on consumer


1 Recall 60 18.24

2 Positive impression 84 25.53

3 Interest 102 31.00

4 Decision Process 83 25.23

Total 329 100.00

- 113 -

�

Fig 4. 9:- Effect of advertising on respondent

The study indicates that advertisement effect 31% respondent by generating intrest.

Similarly advertisement effect 25.53% respondent by making positive impression

about the product & advertisement effect 18.24% respondent by recall i.e the process

of remembering. Recall is one of the several major measures used in advertising

effectiveness testing today, in addition to others such as persuasion and advertising

liking. Similarly Advertisement effect 25.23% respondent in such a way by which

consumer decision process are influenced.

4.2.4 Advertising medium and OTC medicine (Over the counter drug):-

Over-the-counter (OTC) drugs are medicines sold directly to a consumer without

a prescription from a healthcare professional, as compared to prescription drugs,

which may be sold only to consumers possessing a valid prescription.� Essential

medicines are one of the vital tools needed to improve and maintain health. However,

for too many people throughout the world medicines are still unaffordable,

unavailable, unsafe and improperly used.�Drug promotion to consumers is becoming

an increasingly important component of drug companies’ marketing strategies

(Mintzes, 1998). In the past, most consumer advertisements promoted over-the-

- 114 -

�

counter medicines. The trend towards self-medication is likely to grow as consumers

are becoming familiar with OTC drugs, due to extensive advertising by companies.

The present study intends to explore advertising effectiveness of OTC drugs amongst

consumers.The conceptual frame work of medium of advertisememnt for OTC drug

are given below in fig no.4.10

��

��

��

��

��

��

��

��!��"

#� ��

$��

Fig 4.10:- Conceptual framework of consumer persuasion to purchase

To know which advertising medium is more effective among consumer for common

use medicine an attempt has been made. The relevant data and its analysis are given

below in table no.4.2.4

Table No. 4.2.4:- Effective medium of advertisement for common use medicines.

Effective medium of advertisement for common use medicines.



2 News Paper 102 31.00

3 Radio 38 11.55

4 Internet 33 10.03

5 Others 12 3.65

Total 329 100.00

- 115 -

�

Fig 4.11:- Effective medium of advertisement for common use medicines

While product placement is riskier than conventional advertising, it is becoming a

common practice to place products and brands into mainstream media. The analysis

indicates that for common use medicine television medium of advertisement effect

43.77% respondent. Similarly News paper medium of advertisement effect 31.00%

respondent for common use medicine & radio medium of advertisement effect 11.55

% respondent for common use medicine. Similarly Internet information about

medicine or Advertisement on Internet effect 10.03% respondent for common use

medicine and other medium of advertisement (Magazines,brouchers,kiosks etc.)

effect 3.65% respondent for common use medicine An attempt was also made to

assess the degree of relationship of Demographic variables like family

size,Educational qualification,Occupation and Marital Status of respondents with

effective medium of advertisememnt .For this purpose the data was processed to

establish the relationship of factors which are responsible for determining effective

medium of advertisement with demographic profile of respondent.

The information in this respect is presented in table no 4.2.4.1 to 4.2.4.4

- 116 -

�

4.2.4.1 Relation between family size and more effective medium of advertisement

for OTC drug:- The analysis of data in the table above indicates that among the 254

nuclear family 116 respondent are in the opinion that television medium of

advertisement is more effective for selecting the common use medicines (OTC).

Table No. 4.2.4.1:- Association of effective medium of advertisement with family

type of respondent

Family type * For common use medicines (OTC) which medium of advertisement is more

affective Cross tabulation

For common use medicines (OTC) which medium

of advertisement is more affective

Total Television

News

Paper Radio Internet Other

Family

type

Nuclear Count 116 74 29 27 8 254

Expected

Count

111.2 78.7 29.3 25.5 9.3 254.0

% within

Family

size

45.7% 29.1% 11.4% 10.6% 3.1% 100.0%

Joint

Count 28 28 9 6 4 75

Expected

Count

32.8 23.3 8.7 7.5 2.7 75.0

% within

Family

size

37.3% 37.3% 12.0% 8.0% 5.3% 100.0%

Total

Count 144 102 38 33 12 329

Expected

Count

144.0 102.0 38.0 33.0 12.0 329.0

% within

Family

size

43.8% 31.0% 11.6% 10.0% 3.6% 100.0%


3.348a 4 .501

��

- 117 -

�

Similarly 74 respondent of News Paper advertisement, 29 respondent of Radio

advertisement, 27 respondent of Internet & 8 respondent of other medium of

advertisement give their opinion regarding attention of advertisement more effective

for selecting the common use medicines (OTC). Further in 75 respondent of joint

family 28 respondent are in the opinion of television medium of advertisement is

more effective for selecting the common use medicines (OTC). Similarly 28

respondent of News Paper advertisement, 9 respondent of Radio advertisement, 6

respondent of Internet & 4 respondent of other medium of advertisement give their

opinion regarding attention of advertisement more effective for selecting the common

use medicines (OTC).

In context to the data analysis of whole family (both nuclear and joint) the 144

respondent give their opinion that television medium of advertisement is more

effective for selecting the common use medicines (OTC), 102 respondent of news

paper, 38 respondent of Radio advertisement, 33 respondent of Internet & 12

respondent of other medium of advertisement give their opinion regarding

advertisement more effective for selecting the common use medicines (OTC). To

know the association of family type and medium of advertisement more effective for

selecting common use medicines.��2�test statistic can be tested for the hypothesis.�

Ho-There is no association of family type and medium of advertisement more

effective for selecting common use medicines.�

H1- There is association of family type & medium of advertisement more effective

for selecting common use medicines�

Here Chi-Square test statistic (�2 ) = 3.348�

- 118 -

�

Since �2�(4) =3.348, p > 0.05 at 5% level of significance then there is no significant

association of family type & medium of advertisement more effective for selecting

common use medicines��

4.2.4.2 Relation between Educational Qualification and more affective medium

of advertisement for OTC drug:-

The analysis of data indicates amongst the 76 respondent of undergraduate

educational qualification 45 respondent give the opinion that Television medium of

advertisement are more effective for OTC medicine where as 21, 3, 0 & 7

respondent give their opinion that Newspaper, radio, Internet & other medium of

advertisement respectively are more effective for OTC medicine .

Table No. 4.2.4.2:- Association of effective medium of advertisement with

educational qualification of respondent

Educational Qualification * For common use medicines (OTC) which medium of advertisement

is more affective Cross tabulation

For common use medicines (OTC) which

medium of advertisement is more affective

Total

Telev

ision

News


Educational

Qualification

Under

graduate

Count 45 21 3 0 7 76

Expected

Count

33.3 23.6 8.8 7.6 2.8 76.0

% within

Educational

Qualification

59.2

%

27.6% 3.9% 0.0% 9.2% 100.0%

Graduate Count 42 36 12 8 0 98

Expected

Count

42.9 30.4 11.3 9.8 3.6 98.0

% within

Educational

Qualification

42.9

%

36.7% 12.2% 8.2% 0.0% 100.0%

��

Contd…..

- 119 -

�

Educational Qualification * For common use medicines (OTC) which medium of advertisement

is more affective Cross tabulation



Total Television

News


Post

Graduate

Count 57 45 23 25 5 155

Expected

Count

67.8 48.1 17.9 15.5 5.7 155.0

% within

Educational

Qualification

36.8% 29.0% 14.8% 16.1% 3.2% 100.0%

Total Count 144 102 38 33 12 329

Expected

Count

144.0 102.0 38.0 33.0 12.0 329.0

% within

Educational

Qualification

43.8% 31.0% 11.6% 10.0% 3.6% 100.0%


36.508 8 .000


give the opinion that Television medium of advertisement are more effective for OTC

medicine where as 36, 12, 8 & 0 respondent give their opinion that that Newspaper,

radio, Internet & other medium of advertisement are more effective for OTC

medicine. Further 155 respondent of post graduate educational qualification 57

respondent give the opinion that Television medium of advertisement are more

effective for OTC medicine where as 45, 23, 25 & 5 respondent give their opinion

that Newspaper, radio, Internet & other medium of advertisement are more effective

for OTC medicine. In context to the data analysis of whole respondent of different

qualification the 144 respondent give their opinion that Television advertisement are

more effective for OTC medicine and 102, 38, 33, 12 respondent give their opinion

- 120 -

�

regarding advertisement of Newspaper, radio, Internet & other medium of

advertisement are more effective for OTC medicine. To know the association of

Educational Qualification and medium of advertisement more effective for common

use medicine �2�test statistic can be tested for the Hypothesis �

Ho-There is no association of Educational Qualification and effective medium of

advertisement for common use medicines (OTC)�

H1- There is an association of Educational Qualification and effective medium of

advertisement for common use medicines (OTC)�

Here Chi-Square test statistic (�2) = 36.508�

Since �2� (8) =36.508, p < 0.05 at 5% level of significance then there is significant

association between Educational Qualification and effective medium of advertisement

for common use medicines (OTC).�

4.2.4.3 Relation between Occupation and more affective medium of

advertisement for OTC drug:- The analysis of data indicates amongst the 49

student respondent 19 respondent give the opinion that Television medium of


respondent give their opinion that Newspaper, radio, Internet & other medium of

advertisement are more effective for OTC medicine. Similarly amongst 60 respondent

of business occupation 33 respondent give the opinion that News paper medium of


respondent give their opinion that that Television, radio, Internet & other medium of

advertisement are more effective for OTC medicine.

- 121 -

�

Table No. 4.2.4.3:- Association of effective medium of advertisement with

occupation of respondent

Occupation * For common use medicines (OTC) which medium of advertisement is more


For common use medicines (OTC) which

medium of advertisement is more affective

Total Television

News

Paper Radio Internet other

Occupation

Student Count 19 16 8 2 4 49

Expected

Count

21.4 15.2 5.7 4.9 1.8 49.0

% within

Occupation

38.8% 32.7% 16.3% 4.1% 8.2% 100.0%

Business Count 18 33 9 0 0 60

Expected

Count

26.3 18.6 6.9 6.0 2.2 60.0

% within

Occupation

30.0% 55.0% 15.0% 0.0% 0.0% 100.0%

Government

Service

Count 43 31 4 3 2 83

Expected

Count

36.3 25.7 9.6 8.3 3.0 83.0

% within

Occupation

51.8% 37.3% 4.8% 3.6% 2.4% 100.0%

Professional Count 41 12 15 26 3 97

Expected

Count

42.5 30.1 11.2 9.7 3.5 97.0

% within

Occupation

42.3% 12.4% 15.5% 26.8% 3.1% 100.0%

Housewife Count 23 7 0 2 3 35

Expected

Count

15.3 10.9 4.0 3.5 1.3 35.0

% within

Occupation

65.7% 20.0% 0.0% 5.7% 8.6% 100.0%

Any Other

(Please

Specify)

Count 0 3 2 0 0 5

Expected

Count

2.2 1.6 .6 .5 .2 5.0

% within

Occupation

0.0% 60.0% 40.0% 0.0% 0.0% 100.0%

��Contd…….

- 122 -

�

�

Occupation * For common use medicines (OTC) which medium of advertisement is more




Total Television

News


Total Count 144 102 38 33 12 329

Expected Count 144.0 102.0 38.0 33.0 12.0 329.0

% within

Occupation

43.8% 31.0% 11.6% 10.0% 3.6% 100.0%


97.098 20 .000

Further 83 respondent of Government service 43 respondent give the opinion that

Television medium of advertisement are more effective for OTC medicine where as

31, 4, 3 & 2 respondent give their opinion that Newspaper, radio, Internet & other

medium of advertisement are more effective for OTC medicine. 97 respondent who

are professional by occupation 43 respondent give the opinion that Television

medium of advertisement are more effective for OTC medicine where as 12, 15, 26

& 3 respondent give their opinion that Newspaper, radio, Internet & other medium of

advertisement are more effective for OTC medicine.

Out of total 329 respondent 35 respondent are housewife in which 23 respondent give

the opinion that Television medium of advertisement are more effective for OTC

medicine where as 7, 0, 2 & 3 respondent give their opinion that Newspaper, radio,

Internet & other medium of advertisement are more effective for OTC medicine. 5

Respondent of different other occupation in which 3 & 2 respondent give their

- 123 -

�

opinion that Newspaper, radio medium of advertisement are more effective for OTC

medicine.

To know the association of Occupation and medium of advertisement more effective

for common use medicine �2 test statics can be tested for the Hypothesis �

Ho-There is no association of Occupation and effective medium of advertisement for

common use medicines (OTC)�

H1- There is an association of Occupation and effective medium of advertisement for

common use medicines (OTC)�

Here Chi-Square test statistic (�2 ) = 97.098�

Since �2�(20) =97.098, p < 0.05 at 5% level of significance then there is significant

association Occupation and effective medium of advertisement for common use

medicines (OTC).�

4.2.4.4 Relation between marital status and more affective medium of

advertisement for OTC drug:-

The analysis of data indicates amongst the 208 married respondent 69 respondent give

the opinion that Television medium of advertisement act as a suggestive measure for

purchase of common use medicine, whereas 56 respondents give their opinion that by

doctor suggestion they will purchase common use medicine and 16 respondents give

their opinion that newspaper medium of advertisement act as suggestive measure for

purchase of common use medicines, 15 respondents give their opinion that by retailer

suggestion and 52 unmarried respondents by friends and relatives suggestion they

purchase common use medicines.

- 124 -

�

Table No. 4.2.4.4:- Association of effective medium of advertisement with marital

status of respondent

Marital Status * For common use medicines (OTC) which medium of advertisement is more




Total Television News


Marital

Status

Married Count 95 71 25 11 6 208

Expected

Count

91.0 64.5 24.0 20.9 7.6 208.0

% within

Marital

Status

45.7% 34.1% 12.0% 5.3% 2.9% 100.0%

Unmarried Count 47 30 13 22 6 118

Expected

Count

51.6 36.6 13.6 11.8 4.3 118.0

% within

Marital

Status

39.8% 25.4% 11.0% 18.6% 5.1% 100.0%

Widow Count 1 1 0 0 0 2

Expected

Count

.9 .6 .2 .2 .1 2.0

% within

Marital

Status

50.0% 50.0% 0.0% 0.0% 0.0% 100.0%

Separated Count 1 0 0 0 0 1

Expected

Count

.4 .3 .1 .1 .0 1.0

% within

Marital

Status

100.0% 0.0% 0.0% 0.0% 0.0% 100.0%

Total Count 144 102 38 33 12 329

Expected

Count

144.0 102.0 38.0 33.0 12.0 329.0

% within

Marital

Status

43.8% 31.0% 11.6% 10.0% 3.6% 100.0%


18.933a 12 .090

- 125 -

�

Furthermore amongst 118 unmarried respondent of 31 respondent give the opinion

that Television medium of advertisement act as a suggestive measure for purchase of

common use medicine, whereas 36 respondents give their opinion that by doctor

suggestion they will purchase common use medicine and 17 respondents give their

opinion that newspaper medium of advertisement act as suggestive measure for


suggestion and 20 respondents by friends and relatives suggestion they purchase

common use medicines. Further 2 widow respondent of 1 respondent give the opinion

that Television medium of advertisement act as a suggestive measure for purchase of

common use medicine & 1 respondent give their opinion that newspaper medium of

advertisement act as suggestive measure for purchase of common use medicines.

Similarly 1 respondent give their opinion that by Newspaper medium of

advertisement act as suggestive measure for purchase of common use medicines. To

know the association of marital status and suggestion by which consumer can

purchase common use medicine �2 test statics can be tested for the Hypothesis.

Ho-There is no association of marital status and suggestion by which consumer can

purchase common use medicine

H1- There is an association of Occupation and suggestion by which consumer can




association marital and suggestion by which consumer can purchase common use

medicine.

4.2.5 Suggestive measure for purchase of common use medicines: - Rational use

of medicines refers to the correct, proper and appropriate use of medicines.

- 126 -

�

Rational use requires that patients receive the appropriate medicine, in the proper

dose, for an adequate period of time, and at the lowest cost to them and their

community. The trend towards self-medication is likely to grow as consumers are

becoming familiar with OTC drugs, due to extensive advertising by companies. A

consumer’s information originates from their existing knowledge or experience

(internal sources) and from a variety of external sources i.e. pharmacists, interpersonal

communication, advertising and the media. Pharmaceutical products include both

prescription and non-prescription over the counter drugs. OTC products are somewhat

similar to consumer goods, while the prescription drugs share some characteristics of

industrial goods and other characteristics of consumer goods (Mortanges et al., 1997).

Liu (1995) is also of the view that in pharmaceutical industry, prescription products

are considered to be organizational buying, whereas over the counter preparations are

categorized as consumer buying. Due to changes in the category of many drugs from

prescription to over the counter drugs, more self care information is available

(Westerlund et al., 2001). To know which suggestive medium is more effective among

consumer for purchase of common use medicine an attempt has been made. The

relevant data and its analysis are given below table no 4.2.5

Table no. 4.2.5:- Suggestion by which consumer purchase common use medicines

Suggestion by which consumer purchase common use medicines


1 Doctor 92 27.96

2 Retailer 29 8.81


4 News paper 34 10.33

5 Friends & Relatives 72 21.88

Total 329 100.00

- 127 -

�

Fig 4.12: Suggestion by which consumer purchase common use medicines

The study indicates that about 31.00 % respondent purchase common use medicine

by suggestive measure of television medium of advertisement..Similarly 27.96 %

respondent purchase common use medicine by suggestion of doctor 21.88 %

respondent purchase common use medicine by suggestion of friend and relatives.

Furthermore 10.33 % respondent purchase common use medicine by suggestion of

doctor 8.81 % respondent purchase common use medicine by suggestion of Retailer.

Thus the study highlights that television medium of advertisement act as a suggestive

measure for consumer for purchase of commom use medicines. An attempt was also

made to assess the degree of relationship of Demographic variables like family size,

Educational qualification,Occupation and Marital Status of respondents with

suggestion by which consumer will purchase common use medicines.For this purpose

the data was processed to establish the relationship of factors which are responsible

for determining suggestion by which consumer will purchase common use medicines

with demographic profile of respondent.The information in this respect is presented in

table no 4.2.5.1 to 4.2.5.4

- 128 -

�

4.2.5.1 Relation between Family Size and suggestion by which consumer can

purchase common use medicine:-

The analysis of data in the table above indicates that among the 254 nuclear family 77

respondent are in the opinion that television medium of advertisement act as

suggestive measure for purchasing of common use medicines.

Table no. 4.2.5.1:- Association of suggestion by which common use medicine are

purchased with family type.

Family type * By which suggestion you will purchase common use medicines Cross tabulation

By which suggestion you will purchase common use

medicines

Total Doctor Retailer Television

News

paper

Friends &

Relatives

Family

type

Nuclear Count 64 20 77 26 67 254

Expected

Count

71.0 22.4 78.7 26.2 55.6 254.0

% within

Family

size

25.2% 7.9% 30.3% 10.2% 26.4% 100.0%

Joint

Count 28 9 25 8 5 75

Expected

Count

21.0 6.6 23.3 7.8 16.4 75.0

% within

Family

size

37.3% 12.0% 33.3% 10.7% 6.7% 100.0%

Total

Count 92 29 102 34 72 329

Expected

Count

92.0 29.0 102.0 34.0 72.0 329.0

% within

Family

size

28.0% 8.8% 31.0% 10.3% 21.9% 100.0%


14.629a 4 .006

- 129 -

�

Similarly 64 respondents give their opinion that by doctor suggestion they will

purchase common use medicines & 67 respondents give their opinion that by friend

and relatives suggestion they will purchase common use medicines. 20 respondents

give their opinion that by retailer suggestion they will purchase common use

medicines and 26 respondents give their opinion that by news paper advertisement

they will purchase common use medicines. Further in 75 respondent of joint family 28

respondent are in the opinion that by doctor suggestion they will purchase common

use medicines. Similarly 25 respondent are in the opinion that television medium of

advertisement act as suggestive measure for purchasing of common use medicines, 9

respondents give their opinion that by retailer suggestion they will purchase common

use medicines 8 respondents give their opinion that by news paper advertisement they

will purchase common use medicines & 5 respondents give their opinion that by

friend and relatives suggestion they will purchase common use medicines. To know

the association of family type and suggestion for purchase common use medicines �2

test statistic can be tested for the Hypothesis.

Ho-There is no association of family type and suggestion by which consumer can


H1- There is association of family type & suggestion by which consumer can




association of family type & suggestion by which consumer can purchase common

use medicine.

- 130 -

�

4.2.5.2 Relation between Educational Qualification and suggestion by which

consumer can purchase common use medicine:-

Education can be expected to lead, in the long-run, to significant changes in consumer

behavior The analysis of data indicates amongst the 76 respondent of undergraduate


advertisement act as a suggestive measure for purchase of common use medicine,

where as 24 respondent give their opinion that by doctor suggestion they will

purchase common use medicine. Similarly 15 respondents give their opinion that by

friend and relatives suggestion they will purchase common use medicine and 8&2

respondent purchase common use medicine by retailer and news paper.

Table no. 4.2.5.2:- Association of suggestion by which common use medicine are

purchased with Educational qualification.

Educational Qualification * By which suggestion you will purchase common use medicines

Crosstabulation


medicines


News

paper

Friends &

Relatives

Educational

Qualification

Under

graduate

Count 24 2 27 8 15 76

Expected

Count

21.3 6.7 23.6 7.9 16.6 76.0

% within

Educational

Qualification

31.6% 2.6% 35.5% 10.5% 19.7% 100.0%

Graduate

Count 20 14 43 7 14 98

Expected

Count

27.4 8.6 30.4 10.1 21.4 98.0

% within

Educational

Qualification

20.4% 14.3% 43.9% 7.1% 14.3% 100.0%

Contd….

- 131 -

�

Educational Qualification * By which suggestion you will purchase common use medicines Cross

tabulation


medicines

Total Doctor Retailer Television News

paper

Friends

&

Relatives

Post

Graduate

Count 48 13 32 19 43 155

Expected

Count

43.3 13.7 48.1 16.0 33.9 155.0

% within

Educational

Qualification

31.0% 8.4% 20.6% 12.3% 27.7% 100.0%

Total Count 92 29 102 34 72 329

Expected

Count

92.0 29.0 102.0 34.0 72.0 329.0

% within

Educational

Qualification

28.0% 8.8% 31.0% 10.3% 21.9% 100.0%


27.317a 8 .001


give the opinion that Television medium of advertisement act as a suggestive measure

for purchase of common use medicine, where as 20 respondent give their opinion that

by doctor suggestion they will purchase common use medicine. Similarly 14

respondent give their opinion that by friend and relatives suggestion they will

purchase common use medicine and 14 & 7 respondent purchase common use

medicine by retailer and news paper Further 155 respondent of post graduate


advertisement act as a suggestive measure for purchase of common use medicine

where as 48 respondent give their opinion that by doctor suggestion they will

purchase common use medicine. Similarly 43 respondents give their opinion that by

friend and relatives suggestion they will purchase common use medicine and 13 & 19

- 132 -

�

respondent purchase common use medicine by retailer and news paper. In context to

the data analysis of whole respondent of different qualification the 102 respondent

give the opinion that Television medium of advertisement act as a suggestive

measure for purchase of common use medicine, where as 92 respondent give their

opinion that by doctor suggestion they will purchase common use medicine. Similarly

72 respondent give their opinion that by friend and relatives suggestion they will

purchase common use medicine and 29, 34 respondent purchase commom use

medicine by retailer and news paper suggestion. To know the association of

Educational Qualification and suggestion by which consumer can purchase common

use medicine �2 test statistic can be tested for the Hypothesis.

Ho-There is no association of Educational Qualification and suggestion by which

consumer can purchase common use medicine.

H1- There is an association of Educational Qualification and suggestion by which

consumer can purchase common use medicine

Here Chi-Square test statistic (�2) = 27.317.


association with Educational Qualification and suggestion by which consumer can


4.2.5.3 Relation between Occupation and suggestion by which consumer can


The analysis of data indicates amongst the 49 student respondent 16 respondent give


purchase of common use medicine, where as 12 respondents give their opinion that by


- 133 -

�

their opinion that news paper medium of advertisement act as suggestive measure for

purchase of common use medicines.

Table no.4.2.5.3:- Association of suggestion by which common use medicine are

purchased with occupation.

Occupation * By which suggestion you will purchase common use medicines Crosstabulation

By which suggestion you will purchase common use medicines

Doctor Retailer Television

News

paper

Friends

&

Relatives Total

Occupation

Student Count 12 4 16 13 4 49

Expected

Count

13.7 4.3 15.2 5.1 10.7 49

% within

Occupation

24.50% 8.20% 32.70% 26.50% 8.20% 100.00%

Business Count 11 6 22 3 18 60

Expected

Count

16.8 5.3 18.6 6.2 13.1 60

% within

Occupation

18.30% 10.00% 36.70% 5.00% 30.00% 100.00%

Government

Service

Count 17 11 23 6 26 83

Expected

Count

23.2 7.3 25.7 8.6 18.2 83

% within

Occupation

20.50% 13.30% 27.70% 7.20% 31.30% 100.00%

Professional Count 47 8 21 9 12 97

Expected

Count

27.1 8.6 30.1 10 21.2 97

% within

Occupation

48.50% 8.20% 21.60% 9.30% 12.40% 100.00%

Housewife Count 0 0 20 3 12 35

Expected

Count

9.8 3.1 10.9 3.6 7.7 35

% within

Occupation

0.00% 0.00% 57.10% 8.60% 34.30% 100.00%

Any Other

(Please

Specify)

Count 5 0 0 0 0 5

Expected

Count

1.4 0.4 1.6 0.5 1.1 5

% within

Occupation

100.0% 0.00% 0.00% 0.00% 0.00% 100.00%

Contd……

- 134 -

�

Occupation * By which suggestion you will purchase common use medicines Crosstabulation

By which suggestion you will purchase common use medicines

Doctor Retailer Television

News

paper

Friends &

Relatives Total

Total Count 92 29 102 34 72 329

Expected

Count

92 29 102 34 72 329

% within

Occupation

28.00% 8.80% 31.00% 10.30% 21.90% 100.00%


88.541a 20 0

Similarly 4 respondents give their opinion that by retailer suggestion and 4

respondents by friends and relatives suggestion they purchase common use medicines.

Furthermore amongst 60 respondent of business occupation, 22 respondent give the

opinion that Television medium of advertisement act as a suggestive measure for

purchase of common use medicine whereas 11 respondents give their opinion that by


their opinion that news paper medium of advertisement act as suggestive measure for

purchase of common use medicines. Similarly 6 respondents give their opinion that

by retailer suggestion and 18 respondents by friends and relatives suggestion they

purchase common use medicines. Further 83 respondent of Government service 23

respondent give the opinion that Television medium of advertisement act as a

suggestive measure for purchase of common use medicine, whereas 17 respondents

give their opinion that by doctor suggestion they will purchase common use medicine

and 6 respondents give their opinion that news paper medium of advertisement act as

suggestive measure for purchase of common use medicines. Similarly 11 respondents

give their opinion that by retailer suggestion and 26 respondents by friends and

relatives suggestion they purchase common use medicines. 97 respondent who are

professional by occupation 21 respondent give the opinion that Television medium of

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advertisement act as a suggestive measure for purchase of common use medicine,

where as 47 respondents give their opinion that by doctor suggestion they will

purchase common use medicine and 8 respondents give their opinion that news paper

medium of advertisement act as suggestive measure for purchase of common use

medicines. Similarly 9 respondents give their opinion that by retailer suggestion and

12 respondents by friends and relatives suggestion they purchase common use

medicines. Out of total 329 respondent, 35 respondent are housewife in which 20


suggestive measure for purchase of common use medicine, where as no respondents

give their opinion that by doctor suggestion and retailer suggestion they will purchase

common use medicine and 3 respondents give their opinion that news paper medium

of advertisement act as suggestive measure for purchase of common use medicines.

Similarly 12 respondents give their opinion that by friends and relatives suggestions

they purchase common use medicines. 5 respondent of some different profession

relied on doctor suggestion they will purchase medicines.

To know the association of Occupation and suggestion by which consumer can

purchase common use medicine �2 test statics can be tested for the Hypothesis

Ho-There is no association of Occupation and suggestion by which consumer can






association Occupation and suggestion by which consumer can purchase common use

medicine.

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4.2.5.4 Relation between Martial Status and suggestion by which consumer can


The analysis of data indicates amongst the 208 married respondent 69 respondent give


purchase of common use medicine, whereas 56 respondents give their opinion that by


their opinion that newspaper medium of advertisement act as suggestive measure for

Table no. 4.2.5.4:- Association of suggestion by which consumer can purchase

common use medicine with Marital Status.

Marital Status * By which suggestion you will purchase common use medicines Cross tabulation


medicines


News

paper

Friends

&

Relatives

Marital

Status

Married Count 56 15 69 16 52 208

Expected

Count

58.2 18.3 64.5 21.5 45.5 208.0

% within

Marital

Status

26.9% 7.2% 33.2% 7.7% 25.0% 100.0%

Unmarried Count 36 14 31 17 20 118

Expected

Count

33.0 10.4 36.6 12.2 25.8 118.0

% within

Marital

Status

30.5% 11.9% 26.3% 14.4% 16.9% 100.0%

Widow

Count 0 0 1 1 0 2

Expected

Count

.6 .2 .6 .2 .4 2.0

% within

Marital

Status

0.0% 0.0% 50.0% 50.0% 0.0% 100.0%

��Contd…..�

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Marital Status * By which suggestion you will purchase common use medicines Cross

tabulation


medicines


News

paper

Friends

&

Relatives

Separated Count 0 0 1 0 0 1

Expected

Count

.3 .1 .3 .1 .2 1.0

% within

Marital

Status

0.0% 0.0% 100.0% 0.0% 0.0% 100.0%

Total Count 92 29 102 34 72 329

Expected

Count

92.0 29.0 102.0 34.0 72.0 329.0

% within

Marital

Status

28.0% 8.8% 31.0% 10.3% 21.9% 100.0%


15.584a 12 .211


suggestion and 52 unmarried respondents by friends and relatives suggestion they

purchase common use medicines. Furthermore amongst 118 unmarried respondent of

31 respondent give the opinion that Television medium of advertisement act as a

suggestive measure for purchase of common use medicine, whereas 36 respondents

give their opinion that by doctor suggestion they will purchase common use medicine

and 17 respondents give their opinion that newspaper medium of advertisement act as

suggestive measure for purchase of common use medicines, 14 respondents give their

opinion that by retailer suggestion and 20 respondents by friends and relatives

suggestion they purchase common use medicines. Further 2 widow respondent of 1


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suggestive measure for purchase of common use medicine & 1 respondent give their

opinion that newspaper medium of advertisement act as suggestive measure for

purchase of common use medicines. Similarly 1 respondent give their opinion that by

Newspaper medium of advertisement act as suggestive measure for purchase of

common use medicines. To know the association of marital status and suggestion by

which consumer can purchase common use medicine �2 test statics can be tested for

the Hypothesis

Ho-There is no association of marital status and suggestion by which consumer can





Since �2 (12) =15.584, p>0.05 at 5% level of significance then there is no significant

association marital and suggestion by which consumer can purchase common use

medicine.

4.2.6 Influencers for purchase of common use medicines: -

The drugs which can be collected without the prescription are termed as the Over the

Counter (OTC) drugs. The impact of those messages on consumers is often stronger

than the direct effect of advertisements, because marketing campaigns that trigger

positive word of mouth have comparatively higher campaign reach and influence.

Attention is the allocation of mental resources, visual or cognitive, to visible or

conceptual objects. Before consumers can be affected by advertising messages, they

need to first be paying attention This study is also endeavored to identify the most

suitable influencing factors that influence consumer to purchase of any OTC drugs.

The primary factors identified are the past experience with the drugs, corporate image

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of the pharmaceutical company, brand identity of the drug, insignificant side effect,

and prior assumption about the drug to be used for the ailment, apart from this

advertising,friend & relatives,Retailer and doctor also influence for selecting common

use medicines. To know most influencing factor for selecting common use medicine

an attempt has been made. The relevant data and its analysis are given below in table

no.4.2.6

Table no. 4.2.6:- Influencer in selecting medicine for common diseases.

Influencer in selecting medicine for common diseases


1 Advertising 102 31.00

2 Friends & relatives 101 30.70

3 Retailer 45 13.68

4 Doctor 81 24.62

Total 329 100.00

Fig 4.13: Influencing factor in selecting common use medicine.

The study indicates that about 31.00% respondent influence by advertising for

selection/purchasing of common use medicine while 30.70% respondent influence by

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Friends & relatives for selection/purchasing of common use medicine 24.62%

respondent influence by doctor for selection/purchasing of common use medicine.

Furthermore 13.68% respondent influence by doctor for selection/purchasing of

common use medicine.Thus the study highlights that advertisement act as a major

influencing factor for consumer to select/ purchase commom use medicines. An

attempt was also made to assess the degree of relationship of Demographic variables

like family size, Educational qualification, Occupation and Marital Status of

respondents with influencing factor for selecting common medicines .For this purpose

the data was processed to establish the relationship of factors which are responsible

for determining influencing factor for selecting common medicines with demographic

profile of respondent.The information in this respect is presented in table no 4.2.6.1 to

4.2.6.5

4.2.6.1 Relation between Family type and factor influence most in selecting

medicine for common diseases

Buyer behavior is strongly influenced by the member of a family. Therefore

marketers are trying to find the roles and influence of the husband, wife and children.

If the buying decision of a particular product is influenced by wife then the marketers

will try to target the women in their advertisement. The analysis of data in the table

above indicates that among the 254 nuclear family 84 respondent are in the opinion

that advertisement influence most in selecting present medicines for common

diseases.76 respondent give their opinion that recommendation of the friends and

relatives influenced most for selecting medicine for common disease 57 respondent

give their opinion that doctor suggestion influence most for purchase of medicine

used for common diseases and 37 respondent give their opinion that retailer influence

most for selecting medicine for common disease.

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Table no. 4.2.6.1:- Association of factor influencing most in selecting medicine

for common disease with family type

Family type * Who influenced you most in selecting medicine for common diseases

Crosstabulation

Who influenced you most in selecting


Total Advertising

Friends &

relatives Retailer Doctor

Family

type

Nuclear Count 84 76 37 57 254

Expected

Count

78.7 78.0 34.7 62.5 254.0

% within

Family

size

33.1% 29.9% 14.6% 22.4% 100.0%

Joint Count 18 25 8 24 75

Expected

Count

23.3 23.0 10.3 18.5 75.0

% within

Family

size

24.0% 33.3% 10.7% 32.0% 100.0%

Total Count 102 101 45 81 329

Expected

Count

102.0 101.0 45.0 81.0 329.0

% within

Family

size

31.0% 30.7% 13.7% 24.6% 100.0%


4.549a 3 .208

Further in 75 joint family 18 respondent are in the opinion that advertisement

influence most in selecting present medicines for common diseases 25 respondent

give their opinion that recommendation of the friends and relatives influenced most

for selecting medicine for common disease, 24 respondent give their opinion that

doctor suggestion influence most for purchase of medicine used for common diseases

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and 8 respondent give their opinion that retailer influence most for selecting medicine

for common disease. To know the association of family type and factor influence to

purchase medicine for common disease �2 Test statistic can be tested for the

Hypothesis.

Ho-There is no association of family type and factor influence to purchase medicine

for common disease.

H1- There is association of family type & factor influence to purchase medicine for

common disease.



association of family type & factor influence to purchase medicine for common

disease.

4.2.6.2 Relation between Educational Qualification and factor influence most in

selecting medicine for common diseases

Every society possesses some form of social class which is important to the marketers

because the buying behavior of people in a given social class is similar.The analysis

of data in the table below indicates that among the 76 undergraduate 14 respondent

are in the opinion that advertisement influence most in selecting present medicines

for common diseases. 26 respondent give their opinion that recommendation of the

friends and relatives influenced most for selecting medicine for common disease 24

respondent give their opinion that doctor suggestion influence most for purchase of

medicine used for common diseases and 12 respondent give their opinion that retailer

influence most for selecting medicine for common disease.

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Table no. 4.2.6.2:- Association of factor influences most in selecting medicine for

common disease with Educational Qualification.

Educational Qualification * Who influenced you most in selecting medicine for common

diseases Crosstabulation



Total Advertising

Friends

&


Educational

Qualification

Under

graduate

Count 14 26 12 24 76

Expected

Count

23.6 23.3 10.4 18.7 76.0

% within

Educational

Qualification

18.4% 34.2% 15.8% 31.6% 100.0%

Graduate Count 36 29 15 18 98

Expected

Count

30.4 30.1 13.4 24.1 98.0

% within

Educational

Qualification

36.7% 29.6% 15.3% 18.4% 100.0%

Post

Graduate

Count 52 46 18 39 155

Expected

Count

48.1 47.6 21.2 38.2 155.0

% within

Educational

Qualification

33.5% 29.7% 11.6% 25.2% 100.0%

Total

Count 102 101 45 81 329

Expected

Count

102.0 101.0 45.0 81.0 329.0

% within

Educational

Qualification

31.0% 30.7% 13.7% 24.6% 100.0%


9.631a 6 .141

�

- 144 -

�

Further in 98 respondent of graduate qualification 36 respondent are in the opinion

that advertisement influence most in selecting present medicines for common

diseases, 29 respondent give their opinion that recommendation of the friends and

relatives influenced most for selecting medicine for common disease, 18 respondent

give their opinion that doctor suggestion influence most for purchase of medicine

used for common diseases and 15 respondent give their opinion that retailer influence

most for selecting medicine for common disease. Similarly 155 postgraduate

respondent 52 respondent are in the opinion that advertisement influence most in

selecting present medicines for common diseases, 46 respondent give their opinion

that recommendation of the friends and relatives influenced most for selecting

medicine for common disease, 39 respondent give their opinion that doctor suggestion

influence most for purchase of medicine used for common diseases and 18

respondent give their opinion that retailer influence most for selecting medicine for

common disease To know the association of Qualification and factor influence to

purchase medicine for common disease �2test statistic can be tested for the Hypothesis

Ho-There is no association of Qualification and factor influence to select medicine for

common disease

H1- There is association of Qualification & factor influence to select medicine for

common disease



association of qualification & factor influence to select medicine for common disease.

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4.2.6.3 Relation between Occupation and factor influence most in selecting

medicine for common diseases:-

The analysis of data in the table above indicates that among the 49 student respondent

16 respondent are in the opinion that advertisement influence most in selecting

present medicines for common diseases 17 respondent give their opinion that

recommendation of the friends and relatives influenced most for selecting medicine

for common disease 12 respondent give their opinion that doctor suggestion influence

most for purchase of medicine used for common diseases and 4 respondent give their

opinion that retailer influence most for selecting medicine for common disease.

Table no. 4.2.6.3:- Association between Occupation and factor influence most in

selecting medicine for common diseases.

Occupation * Who influenced you most in selecting medicine for common diseases

Crosstabulation



Total Advertising

Friends

&


Occupation Student Count 16 17 4 12 49

Expected

Count

15.2 15.0 6.7 12.1 49.0

% within

Occupation

32.7% 34.7% 8.2% 24.5% 100.0%

Business Count 19 18 9 14 60

Expected

Count

18.6 18.4 8.2 14.8 60.0

% within

Occupation

31.7% 30.0% 15.0% 23.3% 100.0%

Government

Service

Count 25 22 14 22 83

Expected

Count

25.7 25.5 11.4 20.4 83.0

% within

Occupation

30.1% 26.5% 16.9% 26.5% 100.0%

��Contd…..�

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�

Occupation * Who influenced you most in selecting medicine for common diseases

Crosstabulation



Total Advertising

Friends

&


Professional Count 34 36 11 16 97

Expected

Count

30.1 29.8 13.3 23.9 97.0

% within

Occupation

35.1% 37.1% 11.3% 16.5% 100.0%

Housewife Count 6 8 6 15 35

Expected

Count

10.9 10.7 4.8 8.6 35.0

% within

Occupation

17.1% 22.9% 17.1% 42.9% 100.0%

Any Other

(Please

Specify)

Count 2 0 1 2 5

Expected

Count

1.6 1.5 .7 1.2 5.0

% within

Occupation

40.0% 0.0% 20.0% 40.0% 100.0%

Total Count 102 101 45 81 329

Expected

Count

102.0 101.0 45.0 81.0 329.0

% within

Occupation

31.0% 30.7% 13.7% 24.6% 100.0%


17.755 15 .276

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Further in 60 respondent of business occupation 19 respondent are in the opinion that

advertisement influence most in selecting present medicines for common diseases,18

respondent give their opinion that recommendation of the friends and relatives

influenced most for selecting medicine for common disease,14 respondent give their

opinion that doctor suggestion influence most for purchase of medicine used for

common diseases and 19 respondent give their opinion that retailer influence most

for selecting medicine for common disease. Similarly 83 respondent of Government

service 25 respondent are in the opinion that advertisement influence most in

selecting present medicines for common diseases, 22 respondent give their opinion





common disease. In 97 professional respondent 34 respondent are in the opinion that

advertisement influence most in selecting present medicines for common diseases, 36

respondent give their opinion that recommendation of the friends and relatives

influenced most for selecting medicine for common disease, 16 respondent give their

opinion that doctor suggestion influence most for purchase of medicine used for

common diseases and 11 respondent give their opinion that retailer influence most

for selecting medicine for common disease. In 35 housewife respondent 6 respondent


for common diseases,8 respondent give their opinion that recommendation of the

friends and relatives influenced most for selecting medicine for common disease, 15


medicine used for common diseases and 6 respondent give their opinion that retailer

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influence most for selecting medicine for common disease. 5 respondent of different

occupation in which 2 respondent influenced by advertisement, 2 by doctor & 1

influenced by retailer for selecting medicine for common disease. To know the

association of occupation and factor influence to purchase medicine for common

disease �2 test statistic can be tested for the Hypothesis

Ho-There is no association of occupation and factor influence to select medicine for

common disease

H1- There is association of occupation & factor influence to select medicine for

common disease



association of occupation & factor influence to select medicine for common disease.

4.2.6.4 Relation between Marital Status and factor influence most in selecting

medicine for common diseases:-

The analysis of data in the table above indicates that among the 208 married

respondents 62 respondent are in the opinion that advertisement influence most in

selecting present medicines for common diseases 64 respondent give their opinion





common disease.

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Table no. 4.2.6.4:- Association between Marital Status and factor influence most

in selecting medicine for common diseases.

Marital Status * Who influenced you most in selecting medicine for common diseases Cross

tabulation

Who influenced you most in selecting medicine

for common diseases

Total Advertising Friends &


Marital

Status

Married Count 62 64 26 56 208

Expected

Count

64.5 63.9 28.4 51.2 208.0

% within

Marital

Status

29.8% 30.8% 12.5% 26.9% 100.0%

Unmarried Count 39 37 18 24 118

Expected

Count

36.6 36.2 16.1 29.1 118.0

% within

Marital

Status

33.1% 31.4% 15.3% 20.3% 100.0%

Widow Count 0 0 1 1 2

Expected

Count

.6 .6 .3 .5 2.0

% within

Marital

Status

0.0% 0.0% 50.0% 50.0% 100.0%

Separated Count 1 0 0 0 1

Expected

Count

.3 .3 .1 .2 1.0

% within

Marital

Status

100.0% 0.0% 0.0% 0.0% 100.0%

Total Count 102 101 45 81 329

Expected

Count

102.0 101.0 45.0 81.0 329.0

% within

Marital

Status

31.0% 30.7% 13.7% 24.6% 100.0%


7.936a 9 .541

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Further in 118 unmarried respondent 39 respondent are in the opinion that

advertisement influence most in selecting present medicines for common diseases,

37 respondent give their opinion that recommendation of the friends and relatives

influenced most for selecting medicine for common disease, 24 respondent give

their opinion that doctor suggestion influence most for purchase of medicine used

for common diseases and 18 respondent give their opinion that retailer influence

most for selecting medicine for common disease. Similarly in 2 widow

advertisement 1 respondent give their opinion that doctor suggestion influence most

for purchase of medicine used for common diseases and 1 respondent give their

opinion that retailer influence most for selecting medicine for common disease To

know the association of marital status and factor influence to purchase medicine for

common disease �2 test statistic can be tested for the Hypothesis.

Ho-There is no association of marital status and factor influence to select medicine

for common disease

H1- There is association of marital status & factor influence to select medicine for

common disease



association of marital status & factor influence to select medicine for common

disease.

4.2.6.5 Relation between Age and influencing factor in selecting medicine for

common disease :- The analysis of data in the table above indicates that among the

96 respondents of age group 18-28 years 39 respondent are in the opinion that

advertisement influence most in selecting present medicines for common diseases

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most for selecting medicine for common disease.

Table no. 4.2.6.5:- Association between Age and factor influence most in selecting

medicine for common diseases.

Age * Who influenced you most in selecting medicine for common diseases Crosstabulation

Who influenced you most in selecting medicine for

common diseases

Total

Advertising Friends &

relatives

Retailer Doctor

Age

18-28

Count 39 28 12 17 96

Expected Count 29.8 29.5 13.1 23.6 96.0

% within Age 40.6% 29.2% 12.5% 17.7% 100.0%

29-39

Count 34 43 18 34 129

Expected Count 40.0 39.6 17.6 31.8 129.0

% within Age 26.4% 33.3% 14.0% 26.4% 100.0%

40-50

Count 17 12 8 9 46

Expected Count 14.3 14.1 6.3 11.3 46.0

% within Age 37.0% 26.1% 17.4% 19.6% 100.0%

51-61

Count 10 16 4 15 45

Expected Count 14.0 13.8 6.2 11.1 45.0

% within Age 22.2% 35.6% 8.9% 33.3% 100.0%

> 61

Count 2 2 3 6 13

Expected Count 4.0 4.0 1.8 3.2 13.0

% within Age 15.4% 15.4% 23.1% 46.2% 100.0%

Total

Count 102 101 45 81 329

Expected Count 102.0 101.0 45.0 81.0 329.0

% within Age 31.0% 30.7% 13.7% 24.6% 100.0%


16.952a 12 .151

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Further in 129 respondent of age group 34 respondent are in the opinion that

advertisement influence most in selecting present medicines for common diseases,





most for selecting medicine for common disease. Similarly 46 respondent of age

group 40-50 years 17 respondent are in the opinion that advertisement influence

most in selecting present medicines for common diseases, 12 respondent give their

opinion that recommendation of the friends and relatives influenced most for

selecting medicine for common disease, 9 respondent give their opinion that doctor

suggestion influence most for purchase of medicine used for common diseases and

8 respondent give their opinion that retailer influence most for selecting medicine

for common disease. Among 45 respondent of age group 51-61 years 10

respondent are in the opinion that advertisement influence most in selecting

present medicines for common diseases, 16 respondent give their opinion that

recommendation of the friends and relatives influenced most for selecting medicine

for common disease, 15 respondent give their opinion that doctor suggestion



common disease. Further 13 respondent of age group greater than 61, 2 respondent


for common diseases,2 respondent give their opinion that recommendation of the

friends and relatives influenced most for selecting medicine for common disease, 6


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medicine used for common diseases and 3 respondent give their opinion that

retailer influence most for selecting medicine for common disease To know the

association of Age and factor influence to purchase medicine for common disease �2

test statistic can be tested for the Hypothesis.

Ho-There is no association of Age and factor influence to select medicine for

common disease

H1- There is association of Age & factor influence to select medicine for common

disease


Since �2 (12) =16.952, p > 0.05 at 5% level of significance then there is no

significant association of Age & factor influence to select medicine for common

disease.

4.3 Lasting effect of Advertisement:-

Of all marketing weapons, advertising is renowned for its long lasting impact on

consumer mind, as its exposure is much broader.To know the extent of lasting effect

of advertisement input i.e how much time these advertisement make their lasting

effect on consumer, an attempt has been made. The relevant data and its analysis are

given below in table no. 4.3

Table no.4.3: Lasting effect of Advertisement

Lasting effect of Advertisement


1 Few hours 54 16.41

2 One day 29 8.81

3 One week 93 28.27

4 One month 74 22.49

5 More than month 79 24.01

Total 329 100.00

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Fig 4.14: Lasting effect of Advertisement

The study indicates that about 28.27% respondent give their opinion that input of

advertisement make the lasting effect for one week. Similarly 24.01% respondent

give their opinion that input of advertisement make the lasting effect for more than

month and 22.49% respondent give their opinion that input of advertisement make the

lasting effect for about one month.Further more 16.41% respondent give their opinion

that input of advertisement make the lasting effect for few hours and 8.81%

respondent give their opinion that input of advertisement make the lasting effect for

about one day. Thus the study highlights that long lasting effect of advertisement is

about one week for consumer.

4.4 Impact of Advertisement to create the need of pharmaceutical product-

Pharmaceutical advertising is one of the most important kinds of advertising that can

have a direct impact on the health of a consumer. In reality, it has been observed that

pharmaceutical product advertisers often promoted their products to achieve their own

goals at the potential risk of having an adverse effect on the consumer's health.

Advertisements, at times, tend to encourage consumers to evaluate products based

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upon actual need. This type of advertising is most often seen in over-the-counter drug

product advertisements, and not as often in the case of prescription drug

advertisements, which is relatively new.�Hence, this necessitates the fact that it is

essential for advertisers of such products to take special care and additional

responsibility when devising the promotional strategies of these products. In reality, it

has been observed that pharmaceutical product advertisers often promoted their

products to achieve their own goals at the potential risk of having an adverse effect on

the consumer's health. This type of advertising is most often seen in over-the-counter

drug product advertisements, and not as often in the case of prescription drug

advertisements, which is relatively new. Keeping this into consideration, an attempt is

made to assess the ability of advertisements to create the need for the product in mind

of consumers.

For this purpose consumer were classified into four categories:one categories includes

those respondents who are of the opinion that advertisement is able to create the need

of the products to a great extent, another categories includes those who are of the

opinion that it is able to create a need in their to a considerable extent.Other two

categories of respondents include those who are either accept to some extent or not at

all. The relevant data and its analysis are given below in table no.4.4

Table no.4.4:- Impact advertisement to create need among consumer.

Impact of advertisement to create need


1 To a great extent 67 20.36

2 To some extent 105 31.91

3 To a considerable extent 91 27.66

4 Not at all 66 20.06

Total 329 100.00

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�

Fig. 4.15:- Impact advertisement to create need among consumer.

The analysis of data indicates that as many as 31.91% respondent are of the opinion

that advertisement of the product is able to create the need of the product in their mind

to great extent.Another 27.66% respondent are of the view that it is able to create the

need of for the product to considerable extent.Furthermore 20.36% of the respondent

is of the opinion that it is able to create the need for the to a great extent in their mind.

Remaining 20.06% respondent feel that advertising is not able to create the need for

the product at all in their mind.Thus the analysis clearly indicates that most of the

respondents are of the opinion that advertising plays significant role in creating the

need for the product in the mind of consumers but with varying extent.

4.5 Nature of Attention-

Attention is a necessary ingredient for effective advertising. The market for consumer

attention (or “eyeballs”) has become so competitive that attention can be

regarded as a currency.It is the most convenient route to reach to

consumers.Consumers are manipulated by advertisement promise that the product will

do something special for them which will transform their life.The main reasons for

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liking an advertisement was the information it provided regarding the discount,special

gifts,brands and quality of the products. Keeping these factors into consideration an

attempt was made to know nature of attention paid by the customer when they see

new advertisement of pharmaceutical product like vitamin, tablets, cough syrup and

contraceptive etc. The relevant data and its analysis are given below in table no.4.5

Table no. 4.5:- Nature of attention paid by consumer in pharmaceutical

advertisement

Nature of attention paid by consumer in pharmaceutical advertisement.


1 more attention 78 23.71

2 some attention 158 48.02

3 little attention 60 18.24

4 ignore it 33 10.03

Total 329 100.00

Fig. 4.16:- Nature of attention paid by consumer in pharmaceutical

advertisement

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�

The analysis indicates that 48.02% respondent revealed that they pay some attention

towards advertisement whenever they seen any new pharmaceutical advertisement.

23.71% indicated that they pay more attention towards advertisement whenever they

seen any new pharmaceutical advertisement. Similarly 18.24 % indicated that they

pay little attention towards advertisement whenever they seen any new

pharmaceutical advertisement. Remaining 10.03% respondent revealed that they

ignore it. This signifies that sample is dominated by those respondents who pay some

attention towards pharmaceutical advertisement.

4.6 Attributes observed in advertisement –

Advertising systems serve ads directly based on demographic, psychographic, or

behavioral attributes associated with the consumer(s) exposed to the ad.� The

pharmaceutical industry has not been as efficient in leveraging the power of their

brands. This is primarily because drugs have always competed against each other

based on functional attributes (clinical and product related features) In pharmaceutical

advertisement some following pharmaceutical attributes like strength,dosage

form,route of administration and dosing schedule are observed by consumers.To

know the product pharmaceutical advertisement attribute an attempt has been made.

The relevant data and its analysis are given below in table no.4.6

Table no. 4.6:- Attributes observed in advertisement

Attributes observed in advertisement


1 Strength 174 52.89

2 Dosage form 79 24.01

3 Route of administration 37 11.25

4 Dosing schedule 39 11.85

Total 329 100.00

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Fig. 4.17:- Attributes observed in advertisement

The analysis indicates that 52.89 % respondent revealed that strength attribute in

pharmaceutical advertisement are observed by him. 24.01 % indicated that Dosage

form attribute in pharmaceutical advertisement are observed by him. Similarly 11.85

% indicated that Dosing schedule attribute in pharmaceutical advertisement are

observed by him. Remaining 11.25 % indicated that route of administration attribute

in pharmaceutical advertisement are observed by consumers.

4.7 Extent of influence of Pharmaceutical Advertisement:-

An attempt was made to examine the role of advertisement in the purchasing of

pharmaceutical product/medicines.This attempt was directed to explain the ability of

the advertisement to influence the consumer to purchase particular type of

pharmaceutical product/ medicines. The result is shown in table no.4.7

Table no. 4.7:- Extent of influence of Pharmaceutical Advertisement

Extent of influence of Pharmaceutical Advertisement


1 To a great extent 67 20.36

2 To some extent 105 31.91

3 To a considerable extent 91 27.66

4 Not at all 66 20.06

Total 329 100.00

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Fig 4.18:- Extent of influence of Pharmaceutical Advertisement

The analysis indicates that 31.91% respondent revealed that they influence by

pharmaceutical advertisement to some extent in purchasing a particular type of

product. Another 27.66 % indicated that they influence by pharmaceutical

advertisement to considerable extent in purchasing a particular type of product.

Similarly 20.36 % indicated that they influence by pharmaceutical advertisement to a

great extent in purchasing a particular type of product. Remaining 20.06% respondent

are in the opinion that pharmaceutical advertisement had not influenced them at all in

purchasing the pharmaceutical products/medicine.

4.8 Relying on Pharmaceutical Advertisement in purchase decision:-

Over-the-counter (OTC) drugs are one of the most important and easily available

public health aids for the treatment of common conditions or symptomatic relief.

Although there are different means of providing the consumers with drug information,

advertising seems to be one of the best ways and a powerful method of broadcasting

information. Numerous changes have occurred in pharmaceutical advertising in recent

times.�In the past, pharmaceutical manufacturers relied on physicians and pharmacists

to provide the drug information to the patients. However, with the advent of

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technology, medications came to be marketed to the consumers, using a variety of

media, thus enabling them to make drug choices for themselves. An attempt was

made to assess that consumer relied on these pharmaceutical advertisemement while

making purchase decision.

The respondent view regarding the relying on advertisement while making purchase

decision is presented in table no 4.8

Table no.4.8 :- Relying on advertisement in purchase decision

Relying on advertisement in purchase decision


1 Strongly agree 62 18.84

2 Agree to some extent 147 44.68

3 Disagree to Some extent 58 17.63

4 Strongly Disagree 62 18.84

Total 329 100.00

Fig 4.19. Relying on advertisement in purchase decision

The analysis of data indicates that 44.68 % respondent are of the opinion that they

agree to some extent on rely upon advertisement while making purchase decision

.Another 18.84% respondent are of the view that they strongly agree on rely upon

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advertisement while making purchase decision. Furthermore 17.63% of the

respondent is of the opinion that they agree to some extent on rely upon

advertisement while making purchase decision.Remaining 18.84% respondent are of

the opinion that they do not rely upon advertisement while making purchase decision.

4.9 Advertising attributes that impacts in selection of medicines :-

Advertisement is a single component of marketing process. Pharmaceutical

companies use positive emotional appeals, negative emotional appeals, and rational

appeals. Positive emotional appeals target consumers by using celebratory anthems,

humorous situations, and intimate moments. Rational appeals offer a factual

presentation of news about the brand’s features, attributes, or benefits, comparisons

with other brands, statistical information, or product usage information. Products may

have peripheral or associated attribute to facilitate its identification and acceptance by

the buyers. Advertising can serve for marketing well if it is suitable for marketing

strategy. Advertising build brand awareness, which builds trust and credibility.

Advertiser use different attribute to enhance the effectiveness of advertising in favor

of the product. Keeping this into consideration, an attempt was made to know most

appealing advertising attribute in favor of medicine selection. The various advertising

attribute includes Theme of advertisement, visual presentation of advertisement,

Strength of medicine in advertisement, Dosage form in advertisement & celebrities

role in advertisement are incorporated in questionnaire and view of respondent are

recorded. In questionnaire respondent response are recorded on Likert scale in which

1 stands for strongly agree, 2 stands agree, 3 stands for neutral, 4 stands for Disagree

and 5 stands for strongly disagree. The information in this respect is present below in

table no.4.9

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Table no.4.9 :- Advertising attributes that impacts in selection of medicines

S.

no Attributes Strongly

agree Agree Neutral Disagree

Strongly

disagree Total Mean SD

1

Theme of

Advertisement

influence me to buy

the products

118

(35.9%)

103

(31.3%)

65

(19.8%)

37

(11.2%)

6

(1.8%)

329

(100%) 2.12 1.077

2

Visual presentation of

advertisement create

more attention

110

(33.4%)

75

(22.8%)

85

(25.8%)

38

(11.6%)

21

(6.4%)

329

(100%) 2.35 1.230

3

Strength of Medicines

in advertisement is

also a influencing

factor

93

(28.3%)

75

(22.8%)

90

(27.4%)

54

(16.4%)

17

(5.2%)

329

(100%) 2.47 1.207

4

In Advertisement,

Dosage form (tablet,

capsule, liquid etc)

also helps me to buy

the particular medicine

44

(13.4%)

59

(17.9%)

78

(23.7%)

96

(29.2%)

52

(15.8%)

329

(100%) 3.16 1.272

5

Pharmaceutical

advertisement done by

celebrities motivate

me to purchase the

medicine

43

(13.1%)

39

(11.9%)

59

(17.9%)

86

(26.1%)

102

(31.0%)

329

(100%) 3.50 1.377

Fig 4.20:- Advertising attributes that impacts in selection of medicines

The analysis of data indicates-

a) Theme of advertisement :- The study indicates that about 35.9% respondent are

strongly agree that theme of advertisement influence him to buy the products.

Similarly 31.3% respondent are agree that theme of advertisement influence him to

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buy the products and 19.8 % respondent are neutral about theme of advertisement

influence him to buy the products.Further more 11.20% respondent are disagree that

theme of advertisement influence him to buy the products and only 1.8% respondent

are strongly disagree that theme of advertisement influence him to buy the products.

The mean value and standard deviation of this attributes are 2.12 and 1.077

respectively.

b) Visual presentation:- The study indicates that about 33.4 % respondent are strongly

agree that Visual presentation of advertisement create more attention. Similarly

22.8% respondent are agree that Visual presentation of advertisement create more

attention and 25.8 % respondent are neutral about Visual presentation of

advertisement create more attention. Further more 11.60% respondent are disagree

that Visual presentation of advertisement create more attention and only 6.40%

respondent are strongly disagree that Visual presentation of advertisement create more

attention. The mean value and standard deviation of this attributes are 2.35 and 1.230

respectively.

c) Strength of Medicines :- The study indicates that about 28.3 % respondent are

strongly agree that Strength of Medicines in advertisement is also a influencing factor.

Similarly 22.8% respondent are agree that Strength of Medicines in advertisement is

also a influencing factor and 27.4 % respondent are neutral about Strength of

Medicines in advertisement as influencing factor.Further more 16.4% respondent are

disagree that Strength of Medicines in advertisement is also a influencing factor and

only 5.2% respondent are strongly disagree that Strength of Medicines in

advertisement is also a influencing factor. The mean value and standard deviation of

this attributes are 2.47 and 1.207 respectively.

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d) Dosage form (tablet, capsule, liquid etc):- The study indicates that about 13.4 %

respondent are strongly agree that In Advertisement, Dosage form (tablet, capsule,

liquid etc) also helps me to buy the particular medicine. Similarly 17.9 % respondent

are agree that In Advertisement, Dosage form (tablet, capsule, liquid etc) also helps

me to buy the particular medicine and 23.7 % respondent are neutral about In

Advertisement, Dosage form (tablet, capsule, liquid etc) also helps me to buy the

particular medicine.Further more 29.2% respondent are disagree that In


particular medicine and only 15.8% respondent are strongly disagree that In


particular medicine. The mean value and standard deviation of this attributes are 3.16

and 1.272 respectively.

e) Role of celebrities:- The study indicates that about 13.1% respondent are strongly

agree that Pharmaceutical advertisement done by celebrities motivate him to purchase

the medicine. Similarly 11.9% respondent are agree that Pharmaceutical

advertisement done by celebrities motivate him to purchase the medicine and 17.9%

respondent are neutral about Pharmaceutical advertisement done by celebrities

motivate him to purchase the medicine.Further more 26.10% respondent are disagree

that Pharmaceutical advertisement done by celebrities motivate him to purchase the

medicine and 31.00% respondent are strongly disagree that Pharmaceutical

advertisement done by celebrities motivate me to purchase the medicine. The mean

value and standard deviation of this attributes are 3.50 and 1.377 respectively. The

analysis indicates that Theme of Advertisement influence consumer to buy the

products has scored lowest mean as compared to all other attributes.

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4.10 Demographic Characteristics of Respondents (Doctors):-

Pharmaceutical marketing differs from other types of marketing because the

consumer i.e. the patients are not the target audience, whereas the physicians

prescribing the medicines are the target audience of the pharmaceutical companies. It

is the doctor who makes the decision on behalf of the patient. Physicians are

privileged with the right of recognizing the need of their patients and recommend

medications for the well-being of their patients. Hence, the relation between the

physician and pharmaceutical companies may create a conflict between the ethical

professional interest of a doctor and his financial self-interest. The increase in

incentives to attract the doctor’s prescription behaviour reflects as a rise in the price of

prescription medicines. The pharmaceuticals resort to many ways in marketing their

product. Giving away gifts, free lunches, sponsoring education and holidays have all

been criticized as inducements which compel a doctor to prescribe without scientific

basis.

The increased expenditure for drug promotion will affect the price of the prescription

drugs and this in turn will have an adverse impact on the expenses on health care. In

India same molecules are sold by different pharmaceuticals under different brand

names. To cite an example: there are over hundred and forty brands of omeprazole, a

proton pump inhibitor, available in India. How does a doctor select a brand? What are

the factors that influence the prescription behaviour of the doctor? What is the

influence of pharmaceutical advertising on prescription behaviour?

When the physician listens to the detailing by a sales person and later accepts the gifts

or samples given by the sales person an immediate industry physician relationship is

established. This puts the doctor under some obligation to prescribe the brands that

are promoted. The time spent with sales personnel is associated with some benefits to

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the doctor like getting information and free samples but it takes away the physicians’

valuable time. The time, spend with the sales personnel should be valued against the

monetary or leisure benefits gained in that time. The physician could have utilized the

time for leisure activities, gained monetary benefits through consulting patients or

even improve his/her knowledge by keeping up-to-date with the literature. Samples

left by the sales personnel may be the only reminder to the product long after the

detailing. sampling was only “some what effective” in influencing prescription

practice. Drug promotion includes the activities of medical representatives, drug

advertisements to physicians, provision of gifts and samples, drug package inserts,

direct-to-consumer advertisements, periodicals, telemarketing, holding of

conferences, symposiums and scientific meetings, sponsoring of medical education

and conduct of promotional trials. It is well understood that the pharmaceutical

companies do have trade interests in promoting their products for disseminating

information about the drug it produces, but it should do so in a fair, accurate, and

ethical manner. The blurring boundaries of what constitutes fair practices are of

intense debate in issues involving drugs promotion.

Pharmaceutical product advertising, in India, is regulated mainly by ‘The Drugs and

Magic Remedies (Objectionable Advertisements) Act, 1954’ and by ‘The Drugs and

Cosmetics Rules, 1945’ . These acts provide for the consistency of the advertisements

with the approved prescribing information, prohibition of certain types of

advertisements, and penalties against any instance of breach of these mandatory

requirements.

The Drugs And Magic Remedies (Objectionable Advertisements) Act, 1954:

The purpose of the Act is to control advertisements of drugs in certain cases and to

prohibit advertisements of remedies that claim to possess magic qualities. According

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to this Act, advertisement includes any notice, circular, label, wrapper or other

document and any announcement made orally or by means of producing or

transmitting light, sound or smoke. The term drug would include medicines for

internal or external use of human beings, substances used in diagnosis, cure,

mitigation, treatment or prevention of disease in human beings or animals, any article

that would influence the structure or organic function of the body of human beings or

animals other than food and any article used as a component of any medicine

substance. Magic remedy would include any talisman, mantra, kavacha and any other

charm which claims to possess miraculous powers in relation to the diagnosis, cure,

mitigation, treatment or prevention of any disease or influencing structure or organic

function of the body.The table below provides an overview of the key promotion

methods used to target doctors:

Table No. 4.10 :- Doctor-directed promotion methods

S.no Type Example

1 PharmaceuticalAdvertisements • Brochures

• Sponsored articles

• Internet

•Sponsored journals subscription

or textbooks

2 Personal Selling • Visits by medical representatives

•Sponsored events with “key opinion

leaders” in the field. Most of the time,

these company sponsored guest speakers

use presentation slides provided by the

company for their talk.

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S.no Type Example

3 Trade promotion • Gifts

• Gimmicks and incentive schemes based

on number of prescriptions

• Product samples

4 Sponsorship Academic activities

• Symposiums

• Exhibition booths

• Registration fees

• Tutoring sessions

• Journal clubs

• Free textbooks and journal subscriptions

Non-academic activities

• Entertainment

• Excursions

• Travelling expenses

• Meals

• Family-related activities

• Donations or support for facilities used

in offices i.e. fax machine, printer,

furniture, etc.

Over the counter drugs can be sold directly to the consumers / patients without any

doctor's prescription. On the other hand, Prescription drugs are the drugs which are

required to be dispensed under the supervision��physician.

So to know the impact of advertisement on doctor prescription behavior a

quessttionaire is also designed for doctors.Doctor prescription behaviour ad their

decision regarding medicine prescription is also influenced by their profile like

Qualification,position hold by doctor, No. of years of practice,Regional status of

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practice,practice hour & O.P.D frequency etc.Keeping this into consideration,an

attempt was made to isolate the profile of respondents.

4.10.1 Qualification wise classification of doctors:-

It is established fact that doctor prescription behavior and impact of advertisement on

doctor prescription behaviour varies with qualification.Keeping this into consideration

an attempt was made to classify doctors (respondents) on the basis of their

qualification.For this purpose, respondents included in the sample were classified into

three categories which included those Graduation (M.B.B.S), Post Graduate

(MD/MS) and Specialist (Mch/Diploma). The information about Qualification wise

classification of respondents is presented below in table no. 4.10.1

Table no.4.10.1 :- Qualification wise classification of Doctor

�� Qualification wise classification of Doctor

S. no Qualification No. of Respondents Percentage

1 Graduate (MBBS) 7 4.67

2 Post Graduate (MD/MS) 134 89.33

3 Specialist.(Mch/Diploma) 9 6.00

Total 150 100.0

Fig 4.21:- Qualification - wise classification of Doctor

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The analysis of data indicates that 89.33% of respondent are in the qualification of

post graduate (MD/MS). Similarly 6% of respondent are in the qualification of

Specialist (Mch/Diploma) and 6% of respondent are in the qualification of Graduation

(MBBS). The analysis clearly reflects that the sample is dominated by those

respondents who are in the qualification of post graduate (MD/MS).

4.10.2 Classification on the basis of Position hold by Doctor:-

The different position hold by doctor also having a different prescription behaviour

about medicines.The impact of advertisement is also varies with different position

hold by doctors. Keeping this into consideration an attempt was made to classify

doctors (respondents) on the basis of the Position hold by respondents. For this

purpose ,respondents included in the sample were classified into four categories

which included those Medical Officer (M.B.B.S), Junior Resident/MD/MS), Senior

resident/Super Specialist and Professor/Teacher. The information about classification

on the basis of Position hold by respondents is presented below in table no. 4.10.2

Table no.4.10.2 :- Classification on the basis of Position hold by respondents

Classification on the basis of Position hold by respondents

S.

No Position No. of Respondents Percentage

1 Medical Officer 7 4.67

2 Junior resident/MS/MD 135 90.00

3

Senior resident/

Super specialization 5 3.33

4 Professor/Teacher 3 2.00

Total 150 100.00

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Fig 4.22 :- Classification on the basis of Position hold by respondents

The analysis of data indicates that 90.00% of respondent hold the position of Junior

Residents/MD/MS. Similarly 4.67% of respondent hold the position of Medical

officer in Hospital and 3.33% of respondent hold the position of senior resident/Super

specialization. Further more 2.00% of respondent hold the position of

Professor/Teacher. The analysis clearly reflects that the sample is dominated by those

respondents who Hold the position of Junior Residents/MD/MS.

4.10.3 Classification on the basis of No. of years of practice :-

No. of years of practice is also a distinguishing variable of doctors prescription

behaviour. The doctor having high no. years of practice generally know the prons and

cons effect of pharmaceutical advertisement. Keeping this into consideration an

attempt was made to classify doctors (respondents) on the basis of No. of years of

practice. For this purpose ,respondents included in the sample were classified into

four groups which included those 0-2 years of practice, 2-5 years of practice, 5-10

years of practice & more than 10 years of practice. The information about

classification on the basis of No. of years of practice of respondents is presented

below in table no. 4.10.3

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Table no.4.10.3 :- Classification on the basis of No. of years of practice

Classification on the basis of no. of years of Practice

S. no No. of years of Practice No. of Respondents Percentage

1 0 to 2 years 53 35.33

2 2 to 5years 72 48.00

3 5 to 10 years 8 5.33

4 >10 years 17 11.33

Total 150 100.00

Fig 4.23 :- Classification on the basis of No. of years of practice

The analysis of data indicates that 48.00% of respondent having 2 to 5 years of

practice. Similarly 35.33 % of respondent having 0 to 2 years of practice and 11.33%

of respondent having more than 10 years of practice. Further more 5.33% of

respondent having 5-10 years of practice. The analysis clearly reflects that the sample

is dominated by those respondents having 2 to 5 years of practice.

4.10.4 Classification on the basis of Regional Status of practice:-

Regional status of practice by doctors are important variable for prescription of

medicine to the medicine and pharmaceutical company also make their advertising

strategy according to doctor practice place .

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Keeping this into consideration an attempt was made to classify doctors (respondents)

on the basis of regional status of practice . For this purpose ,respondents included in

the sample were classified into three groups i) whose regional status of practice is in

rural area,ii) whose regional status of practice is in semi urban area & iii) whose

regional status of practice is in urban area. The information about classification on the

basis of regional status of practice of respondents is presented below in table

no.4.10.4

Table no.4.10.4 :- Classification on the basis of Regional Status of Practice Place

Regional Status of Practice Place

S. no Regional Status of Practice No. of Respondents Percentage

1 Rural 10 6.67

2 Semi Urban 28 18.67

3 Urban 112 74.67

Total 150 100.0

Fig 4.24 :- Classification on the basis of Regional Status of Practice Place

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The analysis projects that 74.67 % of doctors having regional status of practice is

urban . Similarly 18.67 % of doctors having regional status of practice is semi-urban

and 6.67 % of doctors having regional status of practice is rural. The analysis clearly

reflects that the sample is dominated by those doctors whose regional status of

practice is urban.

4.10.5 Classification on the basis of practice hours by doctors:-

Impact of pharmaceutical advertising is closely associated with practice hours of

doctors because during practice hour or clinic time medical representative routinely

detail doctors, seeking them out for direct interaction to provide product information,

and to use these visits as an opportunity to build product name recognition and

increase market share. Keeping this into consideration an attempt was made to

classify doctors (respondents) on the basis of practice hours . For this purpose

,respondents included in the sample were classified into four groups: i) whose

practice houre is 4 hrs ,ii) whose practice houre is 6 hrs iii) whose practice houre is 8

hrs & iv) whose practice houre is round the clock (24 hrs) hrs. The information about

classification on the basis of practice hours by doctors of respondents is presented

below in table no. 4.10.5

Table no.4.10.5 :- Classification on the basis of Practice Hours

Practice Hours - wise classification of doctors

S. No Practice Hours No. of Respondents Percentage

1 4 hrs 4 2.67

2 6 hrs 84 56.00

3 8 hrs. 51 34.00

4 Round the clock 11 7.33

Total 150 100.0

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Fig 4.25 :- Classification on the basis of Practice Hours

The analysis projects that 56 % of doctors having practice hours is 6 hrs . Similarly

34% % of doctors having practice hours is 8hrs and 7.33 % of doctors having

practice hours is 4 hrs. Further more 2.67 % of doctors having practice hours is Round

the clock (24 hrs) The analysis clearly reflects that the sample is dominated by those

doctors whose practice hours is 6 hrs.

4.10.6 Classification on the basis of O.P.D frequency :- A Medical Representative

is an important medium of communication with doctors/retailers. Detailing refers to the

activity of pharmaceutical sales representatives when they make calls to physicians and

provide them with "details” approved scientific information, benefits, side effects, or adverse

events related to a drug. Pharmaceutical companies make their advertising strategy on the

basis of O.P.D frequency also. Keeping this into consideration an attempt was made to

classify doctors (respondents) on the basis of O.P.D frequency.For this purpose,

respondents included in the sample were classified into five groups : i) whose O.P.D

frequency is <15 ii) whose O.P.D frequency is in between 15 to 25 iii) whose O.P.D

frequency is in between 26 to 40 iv) whose O.P.D frequency is in between 21 to 54

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v) whose O.P.D frequency is > 54. The information about classification on the basis

of of O.P.D frequency is presented below in table no. 4.10.6

Table no. 4.10.6 :- Classification on the basis of O.P.D Frequency

O.P.D Frequency (Daily Average)-wise classification

S. No O.P.D Frequency per day No. of Respondents Percentage

1 <15 3 2.00

2 15 to 25 57 38.00

3 26 to 40 42 28.00

4 40 to 54 24 16.00

5 >54 24 16.00

Total 150 100.0

Fig 4.26 :- Classification on the basis of O.P.D Frequency

The analysis projects that 38% of doctors having O.P.D frequency between 15 to 25.

Similarly 28% of doctors having O.P.D frequency between 26 to 40 and 16 % of

doctors having O.P.D frequency between 40 to 54. Furthermore 16% of doctors

having O.P.D frequency >54 and 2 % of doctors having O.P.D frequency <15. The

analysis clearly reflects that the sample is dominated by those doctors whose OPD

frequency is between 15 to 25.

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4.11 Impact of Pharmaceutical Advertisement on doctor's Presrcription

Behaviour :

In today's competitive world consumers are exposed to thousands of voices and

images in magazines, newspapers, and on billboards, websites, radio and television.

Similarly doctors are exposed with different pharmaceutical medium of

advertisememnts. Advertisers attempts to steal at least a fraction of a persons time to

inform him or her of the amazing and different attributes of the product at hand. To

know the impact of different medium of pharmaceutical advertisement factor analysis

is used. This analysis was carried out on the data collected from questionnaire in

which the doctor were asked to tick a number that was most suitable to their choice

concerning 27 items that relate to their attitude/prescription behavior towards

pharmaceutical advertisement. A five point Likert-scale was used anchored from

strongly agree to strongly disagree for 27 items. The mean & standard deviation for

all the 27 items were obtained and tabulated in table no.4.11.1

Table no.4.11.1 Mean and standard deviation of all 27 items

S.no Items Mean Std. Deviation

1 Importance of Clinical papers providing information

about medicine available for patient in the market.4.33 0.79

2 Importance of promotional items (Dinner for the

physician and their family) provided by companies 3.61 1.15

3 Importance of promotional items (Free samples)

provided by companies 2.77 0.84

4 Importance of Hoardings providing information

about medicine available for patient in the market.3.55 1.19

5 Importance of “Direct-to- Consumer

Advertisement” in promotion of medicines 3.59 0.91

6 Importance of advertising agency in Consumer

awareness about medicines 2.87 0.8

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S.No Items Mean Std. Deviation

7 Pharmaceutical advertisement are important factor

in prescription of branded medicines 2.89 0.66

8 Importance of celebrities used by companies in

brand promotion. 2.3 0.76

9 Creativity in pharmaceutical advertisement effect

my prescription decision 3.37 1.01

10 Importance of Ethical issues in Promotional activity

adopted by companies. 2.65 0.64

11

Frequency of pharmaceutical advertisement are

important factor which influence my prescription

decision

3 1.22

12

Pharmaceutical advertisement influence me to

change my prescription decision from Generic

medicine to Branded medicines

2.93 0.59

13 Importance of promotional activities adopted by

companies in the growth of consumerism 3.16 0.74

14 Importance of promotional channel used by

companies convening information to consumers 3.06 0.87

15 Importance of Regulatory Acts in your prescription 3.01 0.9

16 Specialized promotional channels and programmes

are important in the promotion of medicines. 3.05 0.77

17 Importance of Internet providing information about

medicine available for patient in the market. 2.77 1.06

18 Patient suggestion (demand) influence my

prescription decision 3.33 0.96

19 Is Medical Representative are important key

element in providing information about medicines. 2.11 0.62

20 Importance of promotional items (Lunch for

physician and staff) provided by companies 3.64 1.15

21

Importance of Medical Journals providing

information about medicine available for patient in

the market.

4.11 1.05

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S.No Items Mean Std. Deviation

22

Importance of Medical Representative providing

information about medicine available for patient in

the market.

3.33 0.9

23

Importance of promotional items

(Pens/notepads/calendars/etc) provided by

companies

3.96 1.26

24

Effectiveness of information provided through

specific seminars held by companies in your

prescription

2.83 0.8

25

Importance of Television/ Electronic Media

providing information about medicine available for

patient in the market.

1.81 0.85

26 Importance of promotional items (Tickets to special

entertainment events) provided by companies 3.37 1.2

27 Importance of promotional items (Trips to seminars)

provided by companies 2.71 0.86

Overall 2.96 0.9091

The result indicates that the highest score of doctor opinion that "clinical papers"

make an impact on prescription behavior with a mean of 4.33 followed by the

“medical journals” (4.12) and “Pens/notepads/calendars/etc” (3.96). The

pharmaceutical advertisements on doctor prescription behavior “Television/

Electronic Media” (1.81) scored the lowest followed by “Medical Representative are

important key element in providing information about medicines” (2.11) and

“Importance of celebrities used by companies in brand promotion” ( 2.25). The

overall mean score of all the 27 items of attitude towards prescription behavior was

2.96 and standard deviation 0.9091. This indicates that pharmaceutical advertisement

makes an impact on doctor prescription behavior. 27 items included for impact of

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pharmaceutical advertisement study. The above mentioned statements having five

point Likert scales were subjected to factor analysis. Before the application of factor

analysis the following five techniques were also used for the analysis of data. (1) The

correlation matrix revealed that there is a strong positive correlation between the

pharmaceutical advertisement statements/methods. These statements were considered

appropriate for factor analysis procedure. (2) After correlation matrix, anti correlation

matrix was also constructed. This matrix shows that partial correlations among the

statements are low for example anti- image correlation of statement 1 with respect to

statements 1 to 27. Similarly most of the off diagonal elements are small indicating

that real factors exist in the data which is necessary for factor analysis. (3) Kaiser

Meyer Olkin measure of sampling adequacy focuses on the diagonal elements of

partial correlation matrix. It is clear that all of the diagonal elements of partial

correlation matrix were sufficiently high for factor analysis. (4) Test of sampling

adequacy was then performed. Sum of the values of diagonal elements of partial

correlation matrix from statement no. 1 to 27 was 0.665. This shows that statements

are good enough for sampling. (5) Bartlett’s Test of Sphericity was also conducted to

check the overall significance of the correlation matrices. The value of Kaiser-Meyer-

Olkin Measure of Sampling Adequacy is 0.695.The test value of Bartlett’s Test of

Sphericity was significant and it is indicating that correlation matrix is not an identity

matrix.

Table no.4.11.2:- KMO and Bartlett's Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .695

Bartlett's Test of Sphericity

Approx. Chi-Square 2187.699

Df 351

Sig. .000

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Fig 4.27 :- Scree plot

Scree Plot: This scree plot determined the eigenvalues of 27 factors of the factors of

pharmaceutical advertisement and for the purpose of this study, the researcher

selected five factors whose values greater than 1.81.

Principal component analysis (Varimax rotation Matrix): Principal Component

analysis was employed for extracting factors and orthogonal rotation with Varimax

was applied and shown in table no.4.11.3

Table no.4.11.3: Principal component analysis: Varimax rotation Matrix

Statements Factor-1 Factor-2 Factor-3 Factor-4 Factor-5 Communalities

1 3 4 5 6 7 8

1 0.649 0.115 0.119 -0.568 0.168 0.799

2 0.763 0.068 0.352 0.213 -0.036 0.758

3 0 -0.108 0.53 0.456 0.506 0.756

4 -0.41 0.073 -0.176 -0.053 0.547 0.507

5 0.437 0.179 -0.489 0.205 0.224 0.554

6 0.449 0.014 -0.455 0.292 0.112 0.506

7 -0.073 -0.073 -0.05 0.197 -0.408 0.219

8 -0.412 0.012 0.513 -0.167 -0.135 0.479

9 0.237 0.657 -0.492 0.192 0.076 0.773

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Statements Factor-1 Factor-2 Factor-3 Factor-4 Factor-5 Communalities

10 0.09 0.101 0.119 -0.041 -0.453 0.239

11 0.129 0.69 -0.376 0.228 0.043 0.688

12 0.159 0.071 -0.108 -0.026 0.448 0.244

13 -0.309 0.833 0.232 -0.063 -0.045 0.849

14 -0.204 0.792 0.321 0.061 -0.044 0.777

15 -0.076 0.737 0.012 0 -0.033 0.55

16 -0.17 0.818 0.092 0.016 -0.027 0.708

17 -0.172 0.128 0.15 -0.406 0.527 0.511

18 0.537 -0.163 -0.611 0.05 0.15 0.714

19 -0.198 -0.05 -0.052 0.398 -0.05 0.206

20 0.761 0.044 0.341 0.272 -0.076 0.778

21 0.544 0.082 0.077 -0.519 -0.004 0.579

22 0.422 0.048 0.287 -0.538 0.193 0.493

23 0.57 0.177 0.396 -0.026 0.035 0.515

24 -0.043 -0.04 -0.264 -0.455 0.065 0.284

25 -0.765 -0.102 -0.147 0.033 0.108 0.63

26 0.687 -0.053 0.269 0.261 -0.086 0.623

27 -0.156 -0.146 0.515 0.497 0.46 0.769

Explanation of Variance: Total variance has been explained by table no. 4.11.4. As

latent root criterion was used for extraction of factors, only the factors having latent

roots or eigenvalues greater than 1.81 were considered significant; all other factors

with latent roots less 1.75 were considered insignificant and disregarded.

Table-4.11.4: Total variance explained (Rotation)

Total Variance Explained

Component

Initial Eigenvalues Rotation Sums of Squared Loadings

Total

% of

Variance Cumulative% Total

% of

Variance Cumulative %

1 4.838 17.92 17.92 3.936 14.579 14.579

2 3.652 13.526 31.446 3.669 13.588 28.166

3 2.926 10.836 42.282 3.313 12.272 40.438

4 2.258 8.362 50.644 2.704 10.015 50.453

5 1.833 6.788 57.432 1.884 6.979 57.432

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The Eigen values for factor-1, 2, 3, 4, & 5 are 4.838, 3.652, 2.926, 2.258 and 1.833

respectively. Percentages of variance for factor-1, 2, 3, 4, & 5 are 14.579, 13.588,

12.272, 10.015, and 6.979 respectively. It indicates that five factors extracted from 27

pharmaceutical advertisement items have cumulative percentages up to 57.432% of

the total variance. This is pretty good bargain, because researcher is able to

economize on the number of variables (from 27 items reduced them into 5 underlying

factors).

Criteria for significant factor loading:

Now the role of factor loadings becomes important for interpretation of the factors.

Factor loading represent a correlation between statement no.1 and factor-1. The

criteria given by J. Hair where factor loadings based on sample size are taken as the

basis for decision about significant factor loading was adopted.

This research had 150 respondents as sample, a factor loading of 0.500 has been

considered significant. The Twenty statements no. 1, 2, 3, 4, 8, 9, 11, 13, 14, 15, 16,

17, 18, 20, 21, 22, 23, 25, 26, & 27 have high factor loading. Rest of the statements

have low factor loading “Importance of “Direct-to- Consumer Advertisement” in

promotion of medicines” (.437), “Importance of advertising agency in Consumer

awareness about medicines” (.449), “Pharmaceutical advertisement are important

factor in prescription of branded medicines” (-0.073),“Importance of Ethical issues in

Promotional activity adopted by companies.” (0.09), “Pharmaceutical advertisement

influence me to change my prescription decision from Generic medicine to Branded

medicines” (0.159), “Is Medical Representative are important key element in

providing information about medicines” (-0.198), “Specific Seminars held by

companies” (-0.043) were having factor loading below 0.500 except three items.

These statements were not considered for naming.

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Naming of factors:

After a factor solution has been obtained, all variables have a significant loading on a

factor, the researcher attempt to assign some meaning to the pattern of factor loadings.

Variable with higher loadings are considered more important and have greater

influence on the name or label selected to represent a factor. Researcher examined all

the underlined variables for a particular factor and placed greater emphasis on those

variables with higher loadings to assign a name or label to a factor that accurately

reflected the variables loading on that factor. The names or label is not derived or

assigned by the factor analysis; rather, the label is intuitively developed by the factor

analyst based on its appropriateness for representing the underlying dimension of a

particular factor. All five factors have been given appropriate names on the basis of

variables represented in each case.

Table-4.11.5: Naming of factors

Factor

Number

Name of

factor

Label Statement Factor

Loading

Cronbach’

s alpha

1

2

18

Importance of Clinical papers

providing information about

medicine available for patient in

the market.

Importance of promotional

items (Dinner for the physician

and their family) provided by

companies

Patient suggestion (demand)

influence my prescription

decision

0.649

0.763

0.537

0.751

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Factor-1 Detailing 20

21

23

25

26


items (Lunch for physician and

staff) provided by companies

Importance of Medical Journals



the market.


items(Pens/notepads/calendars/e

tc) provided by companies

Importance of Television/

Electronic Media providing

information about medicine

available for patient in the

market.


items (Tickets to special

entertainment events) provided

by companies

0.761

0.544

0.57

-0.765

0.687

9

11

13

Creativity in pharmaceutical

advertisement effect my

prescription decision

Frequency of pharmaceutical

advertisement are important

factor which influence my



activities adopted by companies

in the growth of consumerism

0.657

0.690

0.833

0.721

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Factor-2 Advertising

effectiveness 14

15

16


channel used by companies

convening information to

consumers

Importance of Regulatory Acts

in your prescription

Specialized promotional

channels and programmes are

important in the promotion of

medicines.

0.792

0.737

0.818

Factor-3

Brand

positioning 3

8

27


items (Free samples) provided

by companies

Importance of celebrities used

by companies in brand

promotion.


items (Trips to seminars)

provided by companies

0.53

0.513

0.515

0.708

Factor-4 Influence

22 Importance of Medical

Representative providing

information about medicine

available for patient in the

market.

-0.538

0.718

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Factor-5 Informative

4

17

Importance of Hoardings



the market.

Importance of Internet



the market.

0.547

0.527

0.785

(a) Factor-1: Detailing - This factor is most important factor which explained

14.579% of the variation. The statements as “Importance of Clinical papers providing

information about medicine available for patient in the market.” (0.649), “Importance

of promotional items (Dinner for the physician and their family) provided by

companies” (0.763), “Patient suggestion (demand) influence my prescription

decision” (0.537), “Importance of promotional items (Lunch for physician and staff)

provided by companies” (0.761), "Importance of Medical Journals providing

information about medicine available for patient in the market" (0.544), " Importance

of promotional items (Pens/notepads/calendars/etc) provided by companies" (0.570),

"Importance of Television/ Electronic Media providing information about medicine

available for patient in the market" (-0.765) , and " Importance of promotional items

(Tickets to special entertainment events) provided by companies" (0.687), are highly

correlated with each other. These eight medium of advertisements reflects that

pharmaceutical companies to educate a physician about a vendor's products in hopes

that the physician will prescribe the company’s products more often; hence, the

researcher names this segment as Detailing.

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(b) Factor-2: Advertising effectiveness – Second kind of factor explained 13.588%

of the variances. In this segment, researcher took the six important variables such as

“Creativity in pharmaceutical advertisement effect my prescription decision” (0.657),

"Frequency of pharmaceutical advertisement is important factor which influence my

prescription decision."(0.690) “Importance of promotional activities adopted by

companies in the growth of consumerism” (0.833), " Importance of promotional

channel used by companies convening information to consumers" (0.792), "�

Importance of Regulatory Acts in your prescription" (0.737) and " Specialized

promotional channels and programmes are important in the promotion of medicines

(0.818). These statements revealed the effectiveness of advertisement that’s why

researcher named these variables advertising effectiveness.

(c) Factor-3: Brand positioning - This factor explained 12.272% of the variations.

“Importance of promotional items (Free samples) provided by companies” (0.530),

“Importance of celebrities used by companies in brand promotion.” (0.513), and

“Importance of promotional items (Trips to seminars) provided by companies”

(0.515). These statements shows promotional items hence researchers named this

segment as Brand positioning.

(d) Factor-4: Influence - This factor explained 10.015 % of the variations.

“Importance of Medical Representative providing information about medicine

available for patient in the market” (-0.538), statements shows influence for

prescription of medicine hence researchers named this segment as Influence.

(e) Factor-5: Informative - This factor explained 6.979% of the variations.

“Importance of Hoardings providing information about medicine available for patient

in the market” (0.547) and “Importance of Internet providing information about

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medicine available for patient in the market” (0.527) .These statements show

information of advertisements hence researchers named this segment as Informative.

Reliability and validity of the construct: The analysis began with measuring

the reliability of the advertisements’ construct. First of all, internal reliability of the

scale (27 items) was examined using Cronbach’s alpha coefficient. Value of the

reliability are 0.7 and above as an indicator of good reliability. This pharmaceutical

advertisement research has been found value of Cronbach’s alpha coefficient greater

than 0.700 which is good. After that convergent validity can be assessed from the

proposed model by determining whether each indicator’s estimated maximum

likelihood loading on the underlying construct is significant. In the table 4.11.3 all

factor loading exceed 0.500 except seven items. This shows evidence of convergence

validity of this research. Composite reliability coefficients for each construct are also

finding out. Composite reliability should be greater than 0.7 to indicate reliable

factors (Hair et. al., 2011). This research study showed that composite reliability

coefficient are greater than 0.7 indicating reliability of all 27 items. Now, composite

reliability, variance extracted and Cronbach’s alpha coefficient values for all 27 items

greatly exceeded the minimum acceptable values. This research indicated that

measures were free from error and therefore yielding very consistent results. These

tests showed that our data are reliable and valid for this research.

4.12 Importance of medium providing information about medicine available for

patient in the market:-

In the 21st century, media such as television, print and radio attract the public by

imparting knowledge and awareness of products and services companies.�Advertising

has become an essential marketing activity in the modern era of large scale production

and serve competition in the market.There are various medium of advertisement

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which provide information about medicine available for patient in the market.

Keeping this into consideration an attempt was made to find out the importance of

various medium of pharmaceutical advertisememnt for doctors . The information

about Importance of medium providing information about medicine available for

patient in the market is presented below in table no 4.12

Table-4.12: Importance of medium providing information about medicines

S.

no

Medium of

Advertisement

Strongly

agree Agree Undecided Disagree

Strongly


1

Medical

Representative

2

(1.3%)

26

(17.3%)

53

(35.3%)

58

(38.7%)

11

(7.3%)

150

(100%) 3.13 0.895

2

Medical

Journals

4

(2.7%)

12

(8.0%)

14

(9.3%)

52

(34.7%)

68

(45.3%)

150

(100%) 4.12 1.049

3 Clinical papers

0

(0%)

8

(5.3%)

6

(4%)

64

(42.7%)

72

(48%)

150

(100%) 4.33 0.791

4

Television/

Electronic

Media

56

(37.3%)

77

(51.3%)

10

(6.7%)

3

(2%)

4

(2.7%)

150

(100%) 1.81 0.854

5 Internet

11

(13.1%)

59

(11.9%)

48

(17.9%)

18

(26.1%)

14

(31.0%)

150

(100%) 2.77 1.064

6 Hoardings

13

(8.7%)

22

(14.7%)

10

(6.7%)

79

(52.7%)

26

(17.3%)

150

(100%) 3.55 1.190

7

Specific

Seminars held

by companies

3

(2%)

50

(33.3%)

69

(46%)

25

(16.7%)

3

(2.0 %)

150

(100%) 2.83 0.798

Fig 4.28: Importance of medium providing information about medicines

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Respondents were asked to rate statements concerning theeir views on 5 point scale

ranging from strongly agree to strongly disagree. The higher the number ,the greater

the disagreement.Since the neutral point/undecided point is 3,those means above 3

suggests overall disagreement with statement and those below 3 reflects

agreement.The analysis of data indicates-

a) Importance of Medical representative in providing information about

medicine available for patient in the market:- The study indicates that only 1.3%

respondent are strongly agree that Medical representative play important role in

providing information about medicine available for patient in the market. Similarly

17.3% respondent are agree that Medical representative play important role in

providing information about medicine available for patient in the market and 35.3 %

respondent are undecided that Medical representative play important role in

providing information about medicine available for patient in the market.Further more

38.70% are disagree that Medical representative play important role in providing

information about medicine available for patient in the market and 7.3% respondent

are strongly disagree that Medical representative play important role in providing

information about medicine available for patient in the market. The mean value and

standard deviation of this medium of advertisement are 3.13 and 0.895

respectively.As revealed from the mean score, respondent disagree (3.13) on the fact

that Medical representative play important role in providing information about

medicine available for patient in the market.

b) Importance of Medical Journals in providing information about medicine

available for patient in the market:- The study indicates that only 2.7% respondent

are strongly agree that Medical journals play important role in providing information

about medicine available for patient in the market. Similarly 8.00 % respondent are

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agree that Medical journals play important role in providing information about

medicine available for patient in the market and 9.3 % respondent are undecided that

Medical journals play important role in providing information about medicine

available for patient in the market.Further more 34.7% are disagree that Medical

journals play important role in providing information about medicine available for

patient in the market and 45.3% respondent are strongly disagree that Medical

journals play important role in providing information about medicine available for

patient in the market. The mean value and standard deviation of this medium of

advertisement are 4.12 and 1.049 respectively. As revealed from the mean score,

respondent strongly disagree (4.12) on the fact that Medical journals play important

role in providing information about medicine available for patient in the market

c) Importance of Clinical papers in providing information about medicine

available for patient in the market:- The study indicates that no any respondent

are strongly agree that Clinical papers play important role in providing information

about medicine available for patient in the market. Similarly 5.30 % respondent are

agree that Clinical papers play important role in providing information about

medicine available for patient in the market and 4.0 % respondent are undecided that

Clinical papers play important role in providing information about medicine available

for patient in the market.Further more 42.7 % are disagree that Clinical papers play

important role in providing information about medicine available for patient in the

market and 48% respondent are strongly disagree that Clinical papers play important

role in providing information about medicine available for patient in the market. The

mean value and standard deviation of this medium of advertisement are 4.33 and

0.791 respectively. As revealed from the mean score, respondent strongly disagree

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(4.33) on the fact that Clinical papers play important role in providing information

about medicine available for patient in the market

d) Importance of Television/Electronic Media in providing information

about medicine available for patient in the market:- The study indicates that

37.3% respondent are strongly agree that Television/Electronic play important role in

providing information about medicine available for patient in the market. Similarly

51.3 % respondent are agree that Television/Electronic play important role in

providing information about medicine available for patient in the market and 6.7 %

respondent are undecided that Television/Electronic play important role in providing

information about medicine available for patient in the market.Further more 2 % are

disagree that Television/Electronic play important role in providing information

about medicine available for patient in the market and 2.7% respondent are strongly

disagree that Television/Electronic play important role in providing information

about medicine available for patient in the market. The mean value and standard

deviation of this medium of advertisement are 1.81 and 0.854 respectively. As

revealed from the mean score, respondent strongly agree (1.81) on the fact that

Television/Electronic play important role in providing information about medicine

available for patient in the market

e) Importance of Internet in providing information about medicine available

for patient in the market:- The study indicates that 13.1% respondent are strongly

agree that Internet play important role in providing information about medicine

available for patient in the market. Similarly 11.9% respondent are agree that Internet

play important role in providing information about medicine available for patient in

the market and 17.9% respondent are undecided that Internet play important role in

providing information about medicine available for patient in the market.Further more

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26.1 % are disagree that Internet play important role in providing information about

medicine available for patient in the market and 31% respondent are strongly disagree

that Internet play important role in providing information about medicine available

for patient in the market. The mean value and standard deviation of this medium of


respondent agree (2.77) on the fact that that Internet play important role in providing

information about medicine available for patient in the market

f) Importance of Hoardings in providing information about medicine

available for patient in the market:- The study indicates that 2% respondent are

strongly agree that Hoardings play important role in providing information about

medicine available for patient in the market. Similarly 33.3% respondent are agree

that Hoardings play important role in providing information about medicine available

for patient in the market and 6.7% respondent are undecided that Hoardings play


market.Further more 52.7 % are disagree that Hoardings play important role in

providing information about medicine available for patient in the market and 17.3%

respondent are strongly disagree that Hoardings play important role in providing

information about medicine available for patient in the market. The mean value and

standard deviation of this medium of advertisement are 3.55 and 1.190 respectively.

As revealed from the mean score, respondent disagree (3.55) on the fact that

Hoardings play important role in providing information about medicine available for

patient in the market

g) Importance of Specific Seminars held by companies in providing

information about medicine available for patient in the market:- The study

indicates that 8.7% respondent are strongly agree that Specific Seminars conducted

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by companies play important role in providing information about medicine available

for patient in the market. Similarly 14.7% respondent are agree that Specific

Seminars conducted by companies play important role in providing information

about medicine available for patient in the market and 46 % respondent are undecided

that Specific Seminars conducted by companies play important role in providing

information about medicine available for patient in the market.Further more 16.7 %

are disagree that Specific Seminars conducted by companies play important role in

providing information about medicine available for patient in the market and 2%

respondent are strongly disagree that Specific Seminars conducted by companies play


market. The mean value and standard deviation of this medium of advertisement are

2.83 and 0.798 respectively. As revealed from the mean score, respondent agree

(2.83) on the fact that Hoardings play important role in providing information about

medicine available for patient in the market.The analysis indicates that

Television/Electronic media play important role in providing information about

medicine available for patient in the market has scored lowest mean as compared to

all other medium of advertisement.

4.13 Reliability of information provided through different media about

medicines:- Medical representatives,Medical journals,clinical papers etc. provide

physicians with good information about drug indication and weak information about

drug contraindications and side effects. There are many tactics that were adopted by

pharmaceutical companies for drug promotion including physician targeted

promotion, direct to consumer advertisement, and data manipulation in clinical trials

.However physician targeted promotion is the most common tactic in this regard,

since physicians have the largest power to shift prescribing from one company to

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another. There is a debate about the accuracy and reliability of information that was

given from drug companies through various pharmaceutical advertisement medium.

Keeping this into consideration an attempt was made to find out reliability of

information provided through different media about medicines.The reliability of

information provided through different media about medicines to doctors are

presented below in table no 4.13

Table-4.13: Reliability of information provided through different medium

S.

no Medium of

advertisement

Strongly


Strongly


1

Medical

Representative

4

(2.7%)

28

(18.7%)

97

(64.7%)

17

(11.3%)

4

(2.7%)

150

(100%) 2.93 0.715

2

Medical

Journals

108

(72%)

25

(16.7%)

2

(1.3%)

15

(10%)

0

(0%)

150

(100%) 1.49 0.939

3

Clinical

papers

113

(75.3%)

14

(9.3%)

4

(2.7%)

19

(12.7%)

0

(0%)

150

(100%) 1.53 1.034

4

Television/

Electronic

Media

0

(0%)

17

(11.3%)

11

(7.3%)

3

(2%)

4

(2.7%)

150

(100%) 3.92 0.863

5 Internet

0

(0%)

17

(11.3%)

58

(38.7%)

51

(34%)

24

(16%)

150

(100%) 3.74 2.640

6 Hoardings

0

(0%)

12

(8.0%)

8

(5.3%)

73

(48.7%)

57

(38%)

150

(100%) 4.17 0.855

7

Specific

Seminars held

by companies

4

(2.7%)

75

(50%)

54

(36%)

13

(8.7%)

4

(2.7 %)

150

(100%) 2.59 0.796

Fig 4.29: Reliability of information provided through different medium

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a) Reliability of information provided by Medical representative about medicines:-

The study indicates that only 2.7% respondent are strongly agree that information

provided by Medical representative for medicines are reliable. Similarly 18.7%

respondent are agree that information provided by Medical representative for

medicines are reliable and 64.7% respondent are undecided about information

provided by Medical representative for medicines are reliable.Further more 11.3%

are disagree that information provided by Medical representative for medicines are

reliable and 7.3% respondent are strongly disagree information provided by Medical

representative for medicines are reliable. The mean value and standard deviation of

this medium of advertisement are 3.13 and 0.895 respectively. As revealed from the

mean score, respondent disagree (3.13) on the fact that information provided by

Medical representative for medicines are reliable.

b) Reliability of information provided by Medical Journals about medicines:- The

study indicates that only 72% respondent are strongly agree that information provided

by Medical Journals for medicines are reliable. Similarly 25% respondent are agree

that information provided by Medical Journalsfor medicines are reliable and 2 %

respondent are undecided about information provided by Medical Journals for

medicines are reliable.Further more 15% are disagree that information provided by

Medical Journals for medicines are reliable and no any respondent are strongly

disagree that information provided by Medical Journals for medicines are reliable.

The mean value and standard deviation of this medium of advertisement are 1.49 and

0.939 respectively. As revealed from the mean score, respondent agree (1.49) on the

fact that information provided by Medical Journals for medicines are reliable.

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c) Reliability of information provided by Clinical papers about medicines:- The

study indicates that only 75.3% respondent are strongly agree that information

provided by Clinical papers for medicines are reliable. Similarly 9.3% respondent are

agree that information provided by Clinical papers for medicines are reliable and 2.7

% respondent are undecided about information provided by Clinical papers for

medicines are reliable.Further more 12.7% are disagree that information provided by

Clinical papers for medicines are reliable and no any respondent are strongly disagree

that information provided by Clinical papers for medicines are reliable. The mean

value and standard deviation of this medium of advertisement are 1.53 and 1.034

respectively. As revealed from the mean score, respondent agree (1.53) on the fact

that information provided by Clinical papers for medicines are reliable.

d) Reliability of information provided by Television/Electronic Media about

medicines:- The study indicates that no any respondent are strongly agree that

information provided by Television/Electronic Media for medicines are reliable.

Similarly 11.3% respondent are agree that information provided by

Television/Electronic Media for medicines are reliable and 7.3 % respondent are

undecided about information provided by Television/Electronic Media for medicines

are reliable.Further more 59.3% are disagree that information provided by

Teleivision/Electronic Media for medicines are reliable and 22% respondent are

strongly disagree information provided by Television/Electronic Media for medicines

are reliable. The mean value and standard deviation of this medium of advertisement

are 3.82 and 0.863 respectively. As revealed from the mean score, respondent

disagree (3.82) on the fact that information provided by Television/Electronic Media

for medicines are reliable

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e) Reliability of information provided by Internet about medicines:- The study

indicates that no any respondent are strongly agree that information provided by

Internet for medicines are reliable. Similarly 11.3% respondent are agree that

information provided by Internet for medicines are reliable and 38.7 % respondent are

undecided about information provided by Internet for medicines are reliable.Further

more 34% are disagree that information provided by Internet for medicines are

reliable and 16% respondent are strongly disagree information provided by Internet

for medicines are reliable. The mean value and standard deviation of this medium of


respondent disagree (3.74) on the fact that information provided by Internet for

medicines are reliable

f) Reliability of information provided by Hoardings about medicines:- The study


Hoardings for medicines are reliable. Similarly 8% respondent are agree that

information provided by Hoardings for medicines are reliable and 5.3 % respondent

are undecided about information provided by Hoardings for medicines are

reliable.Further more 48.7% are disagree that information provided by Hoardings for

medicines are reliable and 38% respondent are strongly disagree information provided

by Hoardings for medicines are reliable. The mean value and standard deviation of

this medium of advertisement are 4.17 and 0.855 respectively. As revealed from the

mean score, respondent strongly disagree (4.17) on the fact that information provided

by Hoardings for medicines are reliable

g) Reliability of information provided by Specific Seminars conducted by

companies about medicines:- The study indicates that only 2.7% respondent are

strongly agree that information provided by Specific Seminars conducted by

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companies for medicines are reliable. Similarly 50% respondent are agree that

information provided by Specific Seminars conducted by companies for medicines are

reliable and 36 % respondent are undecided about information provided by Specific

Seminars conducted by companies for medicines are reliable.Further more 8.7% are

disagree that information provided by Specific Seminars conducted by companies for

medicines are reliable and 2.7% respondent are strongly disagree information

provided by Specific Seminars conducted by companies for medicines are reliable.


0.796 respectively. As revealed from the mean score ,respondent agree (2.59) on the

fact that information provided by Specific Seminars conducted by companies for

medicines are reliable .The analysis indicates that information provided Medical

journals for medicines are reliable has scored lowest mean as compared to all other

medium of advertisement follwed by information provided clinical papers for

medicines are reliable.

4.14 Impact of Medical Representative on Doctor Prescription behaviour :- Drug

promotion refers to all informational and persuasive activities by manufacturers and

distributors, the effect of which is to induce the prescription, supply, purchase and/or

use of medicinal drugs.Pharmaceutical companies use the service of medical sales

representatives in marketing their products. These sales representatives need to be

adequately trained and possess sufficient medical and technical knowledge to present

information about the products in an accurate and responsible manner. The medical

representative (MRs) should not only be able to provide accurate information, but

should also not to exaggerate the capabilities of the product . To support their sales

activity, these sales agents acquire and use detailed personal information on doctors

such as names of family members, golf handicaps, and even clothing preferences;

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along with what prescriptions the doctor is writing. Doctors can receive small gifts,

such as free dinners, event or travel tickets, clocks, free drug samples by Medical

Representatives. Keeping this into consideration an attempt was made to know

whether the MRs are visited to doctor clinic during practice hour. The information

about visit of MRs during practice hours visited per day are presented below in table

no 4.14

Table-4.14: Visit of Medical Representative in practice hours.

Is Medical Representative (MR) visiting in practice hours?

S. no Description No. of Respondents Percentage

1 Yes 117 78.0

2 No 33 22.0

Total 150 100.0

Fig 4.30: Visit of Medical Representative in practice hours

The analysis of data indicated that 78% of respondent agreed that MRs are visited in

clinic during their practice hours and 22% of respondent disagreed that MRs are

visited in clinic during their practice hours.Similarly the information regarding

frequency of MRs visited per day in clinic during practice hour are given below

4.14.1

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Table-4.14.1:- Frequency of MR Visited per day

Frequency of MR Visited per day

S. no MRs visited per day No. of Respondents Percentage

1 <5 55 36.7

2 5 -10 95 63.3

3 11-15 0 0.0

4 16-20 0 0.0

5 >20 0 0.0

Total 150 100.0

Fig 4.31: Frequency of MR Visited per day

The analysis of data indicated that 36.7% of respondent agreed that < 5 MRs are

visited in clinic during their practice hours and 63.3% of respondent agreed that 5-10

MRs are visited in clinic during their practice hours.

4.15. Medical Representative as key element for providing information about

medicines:- The term “medical representative” or “pharmaceutical representative”

refers to people who are hired by pharmaceutical companies based on some specific

criteria suitable for working as seller. They interact with doctor through activities of

providing drug’s information and persuading to use their drugs. Printed product

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literatures, drug samples and gifts are supporting tools for their work. Medical

representatives may provide incomplete medical information to influence prescribing

practices; they also offer incentives including conference, Seminars, national and

aboard sponsorship. So it is necessary to find out how much doctor agreed to Medical

Representative as key element for providing information about medicines.

The information about Medical Representative as key element for providing

information about medicines are presented below in table no 4.15

Table-4.15 Medical Representative as key element

Medical Representative as key element for providing information about

medicines.

S. no Description No. of Respondents Percentage

1 Strongly agree 17 11.33

2 Agree 103 68.67

3 Undecided 26 17.33

4 Disagree 4 2.67

5 Strongly Disagree 0 0.00

Total 150 100.00

The study indicates that only 11.33% respondent are strongly agree that Medical

Representative act as a key element for providing information about medicines.

Similarly 68.67% respondent are agree that Medical Representative act as a key

element for providing information about medicines and 17.33% respondent are

undecided about Medical Representative as a key element for providing information

about medicines.Further more 2.67% are disagree that Medical Representative act as

a key element for providing information about medicines and no any respondent are

strongly disagree that Medical Representative act as a key element for providing

information about medicines. The mean value of Medical Representative as key

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element for providing information about medicines is 2.11. As revealed from the

mean score ,respondent agree (2.11) on the fact that Medical Representative act as a

key element for providing information about medicines.

4.16 Importance of promotional items /other facilities distributed /provided by

companies for doctors:-

The interaction between physicians and the pharmaceutical industry can be viewed in

terms of supply and demand. The pharmaceutical industry has the money, which it

can supply to physicians in various forms such as promotional gifts, entertainment,

free drug samples, and funding for continuing medical education.To know the

importance of promotional items for doctors an attempt was made to know whether

these promotional items provided by companies are important for them to prescribe

the medicine . The information about Importance of promotional items /other facilities

distributed / provided by companies for doctors are presented below in table no 4.16

Table-4.16: Importance of promotional items

S.

no

Promotional

items

Strongly

agree

Agree Undecide

d

Disagree Strongly

disagree

Total Mean SD

1 Free samples 11

(7.3%)

36

(24%)

85

(56.7%)

13

(8.7%)

5

(3.3%)

150

(100%)

2.77 0.839

2 Trips to

seminars

8

(5.3%)

54

(36%)

66

(44%)

17

(11.3%)

5

(3.3%)

150

(100%)

2.71 0.862

3 Pens/

notepads/

calendars/etc

5

(3.3%)

25

(16.7%)

17

(11.3%)

27

(18%)

76

(50.7%)

150

(100%)

3.96 1.263

4 Lunch for

physician and

staff

9

(6%)

15

(10%)

37

(24.7%)

49

(32.7%)

40

(26.7%)

150

(100%)

3.64 1.154

5 Tickets to

special

entertainment

events

12

(8%)

19

(12.7%)

55

(36.7%)

26

(19.3%)

35

(23.3%)

150

(100%)

3.37 1.201

6 Dinner for the

physician and

their family

10

(6.7%)

10

(6.7%)

49

(32.7%)

40

(26.7%)

41

(27.3%)

150

(100%)

3.61 1.152

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Fig 4.32: Importance of promotional items


a) Importance of free samples as promotional items:- The study indicates that only

7.3% respondent are strongly agree that free samples are important promotional items

for prescription of medicines. Similarly 24% respondent are agree that free samples

are important promotional items for prescription of medicines and 56.7 % respondent

are undecided about free samples are important promotional items for prescription of

medicines.Further more 8.7% are disagree that free samples are important

promotional items for prescription of medicines and 3.3% respondent are strongly

disagree that free samples are important promotional items for prescription of

medicines. The mean value and standard deviation of this medium of advertisement

are 2.77 and 0.839 respectively. As revealed from the mean score, respondent agree

(2.77) on the fact that free samples are important promotional items for prescription of

medicines

b) Importance of Trips to seminar as promotional items:- The study indicates that

only 5.3% respondent are strongly agree that Trips to seminar are important

promotional items for prescription of medicines. Similarly 36% respondent are agree

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that Trips to seminar are important promotional items for prescription of medicines

and 44 % respondent are undecided about Trips to seminar are important promotional

items for prescription of medicines.Further more 11.3% are disagree that Trips to

seminar are important promotional items for prescription of medicines and 3.3%

respondent are strongly disagree that Trips to seminar are important promotional

items for prescription of medicines. The mean value and standard deviation of this

medium of advertisement are 2.71 and 0.862 respectively. As revealed from the mean

score, respondent agree (2.71) on the fact that Trips to seminar are important

promotional items for prescription of medicines

c) Importance of Pens /Note pads/calendars etc as promotional items:- The study

indicates that only 3.3% respondent are strongly agree that Pens /Note pads/calendars

etc are important promotional items for prescription of medicines. Similarly 16.7%

respondent are agree that Pens /Note pads/calendars etc are important promotional

items for prescription of medicines and 11.3 % respondent are undecided about Pens

/Note pads/calendars etc are important promotional items for prescription of

medicines.Further more 18% are disagree that Pens /Note pads/calendars etc are

important promotional items for prescription of medicines and 50.7% respondent are

strongly disagree that Pens /Note pads/calendars etc are important promotional items

for prescription of medicines. The mean value and standard deviation of this medium

of advertisement are 3.96 and 1.263 respectively. As revealed from the mean score,

respondent disagree (3.96) on the fact that Pens /Note pads/calendars etc are

important promotional items for prescription of medicines

d) Importance of Lunch for physician and staff as promotional items:- The study

indicates that only 6% respondent are strongly agree that Lunch for physician and

staff are important promotional items for prescription of medicines. Similarly 10 %

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respondent are agree that Lunch for physician and staff are important promotional

items for prescription of medicines and 24.7 % respondent are undecided about Lunch

for physician and staff are important promotional items for prescription of

medicines.Further more 32.7% are disagree that Lunch for physician and staff are

important promotional items for prescription of medicines and 26.7% respondent are

strongly disagree that Lunch for physician and staff are important promotional items

for prescription of medicines. The mean value and standard deviation of this medium

of advertisement are 3.64 and 1.154 respectively. As revealed from the mean score ,

respondent disagree (3.64) on the fact that Lunch for physician and staff are important

promotional items for prescription of medicines

e) Importance of Tickets to special entertainment events as promotional items:- The

study indicates that only 8% respondent are strongly agree that Tickets to special

entertainment events are important promotional items for prescription of medicines.

Similarly 12.7 % respondent are agree that Tickets to special entertainment events are

important promotional items for prescription of medicines and 36.7 % respondent are

undecided about Tickets to special entertainment events are important promotional

items for prescription of medicines.Further more 19.3% are disagree that Tickets to

special entertainment events are important promotional items for prescription of

medicines and 23.3% respondent are strongly disagree that Tickets to special

entertainment events are important promotional items for prescription of medicines.


1.201 respectively. As revealed from the mean score, respondent disagree (3.37) on

the fact that Tickets to special entertainment events are important promotional items

for prescription of medicines.

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f) Importance of Dinner for the physician and their family as promotional items:-

The study indicates that only 6.7% respondent are strongly agree that Dinner for the

physician and their family are important promotional items for prescription of

medicines. Similarly 6.7 % respondent are agree that Dinner for the physician and

their family are important promotional items for prescription of medicines and 32.7 %

respondent are undecided about Dinner for the physician and their family are

important promotional items for prescription of medicines.Further more 26.7% are

disagree that Dinner for the physician and their family are important promotional

items for prescription of medicines and 27.3% respondent are strongly disagree that

Dinner for the physician and their family are important promotional items for

prescription of medicines. The mean value and standard deviation of this medium of

advertisement are 3.61 and 1.152 respectively. As revealed from the mean score ,

respondent disagree (3.61) on the fact that Dinner for the physician and their family

are important promotional items for prescription of medicines.

4.17 Effectiveness of information provided through different media in doctor

prescription:- There are various medium of advertisememnt by which

pharmaceutical companies make their advertisememnt.Through advertisement they

provide information about medicines like dosing schedule,adverse effect of drug,

chemical constitutents etc. But it is not necessary that information provided by

companies may effect doctor on their prescription decision. To know the effectivness

of information provided through different media in doctor prescription an attempt was

made to know whether information provided by companies may effect the doctor to

prescribe the particular medicine or change their prescription decision. The

information about effectiveness of information provided through different media in

doctor prescription are presented below in table no 4.17

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Table-4.17: Effectiveness of information provided through different media

S.

no

Medium of

advertisement

Strongly

agree

Agree Undecided Disagree Strongly

disagree

Total Mean SD

1 Medical

Representative

0

(0%)

52

(34.7%)

62

(41.3%)

36

(24%)

0

(0%)

150

(100%)

2.89 0.761

2 Medical

Journals

36

(24%)

92

(61.3%)

13

(8.7%)

9

(6%)

0

(0%)

150

(100%)

1.97 0.755

3 Clinical papers 39

(26%)

89

(59.3%)

13

(8.7%)

9

(6%)

0

(0%)

150

(100%)

1.95 0.767

4 Television/

Electronic

Media

0

(0%)

20

(13.3%)

10

(6.9%)

98

(65.3%)

22

(14.7%)

150

(100%)

3.81 0.847

5 Internet 0

(0%)

13

(8.7%)

75

(50%)

55

(36.7%)

7

(4.7%)

150

(100%)

3.37 0.710

6 Hoardings 0

(0%)

18

(12%)

10

(6.9%)

73

(48.7%)

49

(32.7%)

150

(100%)

4.02 0.937

7 Specific

Seminars held

by companies

0

(0%)

71

(47.3%)

63

(42%)

16

(10.7%)

0

(0%)

150

(100%)

2.63 0.670

Fig 4.33: Effectiveness of information provided through different media

a) Effectivness of information provided by Medical Representative:- The study


Medical representative may effect doctor to their prescription decision.Similarly

34.7% respondent are agree that information provided by Medical representative may

effect doctor to their prescription decision and 41.3 % respondent are undecided that

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information provided by Medical representative may effect doctor to their prescription

decision.Further more 24% are disagree that information provided by Medical

representative may effect doctor to their prescription decision and no any respondent

are strongly disagree that information provided by Medical representative may effect

doctor to their prescription decision. The mean value and standard deviation of this

medium of advertisement are 2.89 and 0.761 respectively.As revealed from the mean

score, respondent agree (2.89) on the fact that information provided by Medical

representative may effect doctor to their prescription decision.

b) Effectivness of information provided by Medical Journals:- The study indicates

that 24% respondent are strongly agree that information provided by Medical

journals may effect doctor to their prescription decision. Similarly 61.3% respondent

are agree that information provided by Medical journals may effect doctor to their

prescription decision and 8.7 % respondent are undecided that information provided

by Medical journals may effect doctor to their prescription decision.Further more 6%

are disagree that information provided by Medical journals may effect doctor to their

prescription decision and no any respondent are strongly disagree that information

provided by Medical journals may effect doctor to their prescription decision. The

mean value and standard deviation of this medium of advertisement are 1.97 and

0.755 respectively.As revealed from the mean score, respondent agree (1.97) on the

fact that information provided by Medical journal may effect doctor to their

prescription decision.

c) Effectivness of information provided by Clinical papers:- The study indicates that

26% respondent are strongly agree that information provided by clinical papers may

effect doctor to their prescription decision.Similarly 59.3% respondent are agree that

information provided by clinical papers may effect doctor to their prescription

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decision and 8.7 % respondent are undecided that information provided by clinical

papers may effect doctor to their prescription decision.Further more 6% are disagree

that information provided by clinical papers may effect doctor to their prescription

decision and no any respondent are strongly disagree that information provided by

clinical papers may effect doctor to their prescription decision. The mean value and

standard deviation of this medium of advertisement are 1.95 and 0.767 respectively.

As revealed from the mean score, respondent agree (1.95) on the fact that information

provided by clinical papers may effect doctor to their prescription decision.

d) Effectivness of information provided by Television/Electronic media:- The study


Television/Electronic media may effect doctor to their prescription decision.Similarly

13.3% respondent are agree that information provided by Television/Electronic media

may effect doctor to their prescription decision and 6.9% respondent are undecided

that information provided by Television/Electronic media may effect doctor to their

prescription decision.Further more 65.3% are disagree that information provided by

Television/Electronic media may effect doctor to their prescription decision and 14%

respondent are strongly disagree that information provided by Television/Electronic

media may effect doctor to their prescription decision. The mean value and standard

deviation of this medium of advertisement are 3.81 and 0.847 respectively.As

revealed from the mean score, respondent disagree (3.81) on the fact that information

provided by Television/Electronic media may effect doctor to their prescription

decision.

e) Effectivness of information provided by Internet:- The study indicates that no any

respondent are strongly agree that information provided by Internet may effect doctor

to their prescription decision.Similarly 8.7% respondent are agree that information

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provided by Internet may effect doctor to their prescription decision and 50%

respondent are undecided that information provided by Internet may effect doctor to

their prescription decision.Further more 36.7% are disagree that information provided

by Internet may effect doctor to their prescription decision and 4.7% respondent are

strongly disagree that information provided by Internet may effect doctor to their

prescription decision. The mean value and standard deviation of this medium of


respondent disagree (3.37) on the fact that information provided by Internet may

effect doctor to their prescription decision.

f) Effectivness of information provided by Hoardings:- The study indicates that no

any respondent are strongly agree that information provided by Hoardings may effect

doctor to their prescription decision.Similarly 12% respondent are agree that

information provided by Hoardings may effect doctor to their prescription decision

and 6.7% respondent are undecided that information provided by Hoardings may

effect doctor to their prescription decision.Further more 48.7% are disagree that

information provided by Hoardings may effect doctor to their prescription decision

and 32.7% respondent are strongly disagree that information provided by Hoardings

may effect doctor to their prescription decision. The mean value and standard


revealed from the mean score, respondent disagree (4.02) on the fact that information

provided by Hoardings may effect doctor to their prescription decision.

g) Effectivness of information provided by Specific seminars held by companies:-

The study indicates that no any respondent are strongly agree that information

provided by specific seminars held by companies may effect doctor to their

prescription decision.Similarly 12% respondent are agree that information provided

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by specific seminars held by companies may effect doctor to their prescription

decision and 6.7% respondent are undecided that information provided by specific

seminars held by companies may effect doctor to their prescription decision.Further

more 48.7% are disagree that information provided by specific seminars held by

companies may effect doctor to their prescription decision and 32.7% respondent are

strongly disagree that information provided by specific seminars held by companies

may effect doctor to their prescription decision. The mean value and standard


revealed from the mean score, respondent agree (2.67) on the fact that information

provided by specific seminars held by companies may effect doctor to their

prescription decision.

4.18 Importance of promotional channels used by companies and their long

lasting effect on the mind of doctors.

Traditionally prescription drugs were marketed directly towards medical

professionals; it proves that physicians maintain their authority to choose a drug.

Physicians believe that patients understand that they need to consult a health care

expert about treatment appropriate to them.Only a doctor remains a person who

possesses full responsibility of deciding whether a drug is right for their patients. It is

extremely difficult to approach and convince physicians by simple means such as

knowledge sharing, pamphlet distribution, or medical alerts as these will not be

helpful in many situations to change the current practices. On the other hand, a

medical representative will be able to change the practices from one visit only. The

primary purpose of pharmaceutical promotion is conveying objective and balanced

information to the target auditorium. The promotional message meets the needs of

prescribers (as well as other stakeholders) for appropriate information, and its content

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becomes the basic element of understanding promotion in the market. Regarding

prescription drugs pharmaceutical industry primarily engaged in personal selling

(detailing), followed by mass use of samples, and also investing in scientific

conferences and publications. Pharmaceutical companies used various promotional

channels to make the long lasting effect on the doctor mind about prescription

medicines . But it is not possible that all promotional channel make their impact on

doctor mind .So it is necessary to find out the most suitable promotional channel that

make their long lasting effect on doctor because these long lasting effect may reflects

during the prescription of medicines.An attempt was made to know about promotional

channels used by companies and their long lasting effect on the mind of doctors.The

information regarding this are presented below in table no.4.18

Table No. 4.18:- Importance of promotional channels used by companies and

their long lasting effect on the mind of doctors

S.

no

Medium of

advertisement

Strongly


Strongly


1 Medical

Representative

14

(9.3%)

20

(13.3%)

34

(22.7%)

33

(22%)

49

(32.7%)

150

(100%) 2.40 1.221

2 Clinical Paper 10

(6.7%)

19

(12.7%)

38

(25.3%)

33

(22%)

50

(33.3%)

150

(100%) 3.63 1.251

3 Medical

Journals

14

(9.3%)

20

(13.3%)

34

(22.7%)

33

(22%)

49

(32.7%)

150

(100%) 3.55 1.319

4 Television

advertisement

42

(28%)

46

(30.7%)

10

(6.7%)

41

(27.3%)

11

(7.3%)

150

(100%) 2.55 1.344

5 Internet 1

(0.7%)

5

(3.3%)

57

(38%)

71

(47.3%)

16

(10.7%)

150

(100%) 3.64 0.744

6 Hoarding 5

(3.3%)

13

(8.7%)

53

(35.3%)

40

(26.7%)

39

(26%)

150

(100%) 3.63 1.064

7

Specific

Seminars held

by companies

14

(9.3%)

65

(43.3%)

54

(36%)

10

(6.7%)

7

(4.7%)

150

(100%) 2.54 0.924

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Fig 4.34: Importance of promotional channels used by companies and their long

lasting effect on the mind of doctors

a) Importance of medical representative as promotional channel and their long

lasting effect:- The study indicates that 9.3% respondent are strongly agree that

Medical representative as promotional channel make long lasting effect on their mind.

Similarly 13.3% respondent are agree that Medical representative as promotional

channel make long lasting effect on their mind and 22.7 % respondent are undecided

that Medical representative as promotional channel make long lasting effect on their

mind.Further more 22% respondent are disagree that Medical representative as

promotional channel make long lasting effect on their mind and 32.7% respondent

are strongly disagree that Medical representative as promotional channel make long

lasting effect on their mind. The mean value and standard deviation of this

promotional channel are 2.40 and 1.221 respectively. As revealed from the mean

score, respondent agree (2.40) on the fact that Medical representative as promotional

channel make long lasting effect on their mind.

b) Importance of Clinical paper as promotional channel and their long lasting

effect:- The study indicates that 6.7% respondent are strongly agree that Clinical

paper as promotional channel make long lasting effect on their mind .Similarly 12.7%

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respondent are agree that Clinical paper as promotional channel make long lasting

effect on their mind and 25.3 % respondent are undecided that Clinical paper as

promotional channel make long lasting effect on their mind.Further more 22%

respondent are disagree that Clinical paper as promotional channel make long lasting

effect on their mind and 33.3% respondent are strongly disagree that Clinical paper

as promotional channel make long lasting effect on their mind. The mean value and

standard deviation of this promotional channel are 3.63 and 1.251 respectively.As

revealed from the mean score, respondent disagree (3.63) on the fact that clinical

paper as promotional channel make long lasting effect on their mind.

c) Importance of Medical Journals as promotional channel and their long lasting

effect:- The study indicates that 9.3% respondent are strongly agree that Medical

Journals as promotional channel make long lasting effect on their mind . Similarly

13.3% respondent are agree that Medical Journals as promotional channel make long

lasting effect on their mind and 22.7% respondent are undecided that Medical

Journals as promotional channel make long lasting effect on their mind.Further more

22% respondent are disagree that Medical Journals as promotional channel make long

lasting effect on their mind and 32.7% respondent are strongly disagree that Medical

Journals as promotional channel make long lasting effect on their mind. The mean

value and standard deviation of this promotional channel are 3.55 and 1.319

respectively.As revealed from the mean score, respondent disagree (3.55) on the fact

that Medical Journals as promotional channel make long lasting effect on their mind.

d) Importance of Television advertisement as promotional channel and their long

lasting effect:- The study indicates that 28% respondent are strongly agree that

Television advertisement as promotional channel make long lasting effect on their

mind . Similarly 30.7% respondent are agree that Television advertisement as

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promotional channel make long lasting effect on their mind and 6.7% respondent are

undecided that Television advertisement as promotional channel make long lasting

effect on their mind.Further more 27.3% respondent are disagree that Television

advertisement as promotional channel make long lasting effect on their mind and

7.3% respondent are strongly disagree that Television advertisement as promotional

channel make long lasting effect on their mind. The mean value and standard

deviation of this promotional channel are 2.55 and 1.344 respectively. As revealed

from the mean score, respondent agree (2.55) on the fact that Television

advertisement as promotional channel make long lasting effect on their mind.

e) Importance of Internet as promotional channel and their long lasting effect:-

The study indicates that only 0.7% respondent are strongly agree that Internet as

promotional channel make long lasting effect on their mind . Similarly 3.3%

respondent are agree that Internet as promotional channel make long lasting effect on

their mind and 38% respondent are undecided that Internet as promotional channel

make long lasting effect on their mind.Further more 47.3% respondent are disagree

that Internet as promotional channel make long lasting effect on their mind and 10.7%

respondent are strongly disagree that Internet as promotional channel make long



score, respondent disagree (3.64) on the fact that Internet as promotional channel

make long lasting effect on their mind.

f) Importance of Hoardings as promotional channel and their long lasting effect:-

The study indicates that only 3.3% respondent are strongly agree that Hoardings as

promotional channel make long lasting effect on their mind. Similarly 8.7%

respondent are agree that Hoardings as promotional channel make long lasting effect

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on their mind and 35.3% respondent are undecided that Hoardings as promotional

channel make long lasting effect on their mind.Further more 26.7% respondent are

disagree that Hoardings as promotional channel make long lasting effect on their mind

and 26% respondent are strongly disagree that Hoardings as promotional channel

make long lasting effect on their mind. The mean value and standard deviation of this


score, respondent disagree (3.63) on the fact that Hoardings as promotional channel

make long lasting effect on their mind.

g) Importance of Specific Seminars held by companies as promotional channel and

their long lasting effect:- The study indicates that only 3.3% respondent are strongly

agree that Specific Seminars held by companies as promotional channel make long

lasting effect on their mind . Similarly 8.7% respondent are agree that Specific

Seminars held by companies as promotional channel make long lasting effect on their

mind and 35.3% respondent are undecided that Specific Seminars held by companies

as promotional channel make long lasting effect on their mind.Further more 26.7%

respondent are disagree that Specific Seminars held by companies as promotional

channel make long lasting effect on their mind and 26% respondent are strongly

disagree that Specific Seminars held by companies as promotional channel make long



score, respondent agree (2.54) on the fact that Specific Seminars held by companies

as promotional channel make long lasting effect on their mind.

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4.19 Influence of prescription decision of doctor w.r.t Branded medicine, Generic

medicine and patient demand.

Generic drug, a drug sold or prescribed under the non-proprietary name of its active

ingredients or under a generally descriptive name rather than under a brand or trade

name. There are generic versions of both over-the-counter and prescription

medications, but not all drugs have generic equivalents. Generic drugs can only be

produced when a patent on a brand name drug expires or when a patent has never

existed. They are generally cheaper than the equivalent brand name drug because of

much lower marketing and development costs. Branded drug has a trade name and is

protected by a patent (can be produced and sold only by the company holding the

patent). There are so many pharmaceutical companies which advertise their

pharmaceutical products through different media like Medical representative ,Clinical

papers,Medical journals etc for prescription of their branded medicine to the

patient.As stated above generic medicines are generally cheaper than the equivalent

brand name drug because of much lower marketing and development costs,so it may

be possible that various pharmaceutical advertising media influence the doctor

prescription decision from generic medicine to Branded medicine. Sometimes free

samples have been shown to affect physician prescribing behaviour. Physicians with

access to free samples are more likely to prescribe brand name medication over

equivalent generic medications Similarly sometime it is also possible that patient

demand about particular medicine also influence prescription decision of doctor.So it

is nececessary to know that whether advertising for branded drug over generic

medicine and patient demand influence their prescription decision are not. The

information regarding this are presented below in table no. 4.19

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Table No. 4.19:- Influence of prescription decision of doctor

S.

no Statement N Mean SD

1

Pharmaceutical advertisement are

important factor in prescription of

branded medicines

150 2.89 0.661

2

Pharmaceutical advertisement

influence me to change my

prescription decision from Generic

medicine to Branded medicines

150 2.93 0.587

3 Patient suggestion (demand) influence

my prescription decision 150 3.33 0.959

The information presented in the above table indicates the mean and standard

deviation of the statement "Pharmaceutical advertisement are important factor in

prescription of branded medicines", "�Pharmaceutical advertisement influence me to

change my prescription decision from Generic medicine to Branded medicines" and "�

Patient suggestion (demand) influence my prescription decision". The analysis

indicates that statement "Pharmaceutical advertisement are important factor in

prescription of branded medicines" has scored lowest mean as compared to all other

statement.However statement "�Pharmaceutical advertisement influence me to change

my prescription decision from Generic medicine to Branded medicines" has scored

lowest standard deviation amongest all.

4.20 Influence of prescription decision of doctor w.r.t specialized promotional

channels,creativity in pharmaceutical advertisement and frequency of

pharmaceutical advertisement

Pharmaceutical marketing is unique as the decision making of buying the medicine

lies in the hand of intermediate customer (doctor) rather than final consumer (patient).

Thus pharmaceutical companies try to influence the customer (doctor) rather than

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final consumer (Patient). Thus doctors are the most important players in

pharmaceutical marketing system. Doctors write the prescriptions that determine

which drugs (brands) will be used by the consumer (patient). Thus influencing the

doctor is a key to the pharmaceutical sales. Pharmaceutical companies try to influence

prescription pattern of doctors in favor of their brands by offering various kinds of

promotional inputs like samples, gifts and sponsorships etc.� Doctors have regular

contact with the pharmaceutical industry and its sales representatives, who spend a

large sum of money each year promoting to them by way of gifts, free meals, travel

subsidies, sponsored teachings, and symposia. Similarly the medium of

communication must be creative for example the medical representative is the face of

the pharmaceutical company and only he can create an impact on the prescriber of the

medicine. It is very important to see that the medical representative delivers the

message appropriately. Pharmaceutical companies direct all their efforts to promote

their medicine to these distinct classes of customers and train the field sales force to

take on the task of promoting medicines to highly skilled and knowledgeable

customers (doctors). Hence pharmaceutical selling is distinct from other kinds of

selling so there is a importance of simple, creative, and effective communication in

pharmaceutical selling/promoting.Apart from above frequency of advertisement,

frequency is a well-established variable in advertising effectiveness. It has been well

documented that repeated exposure to an advertising campaign will increase the

likelihood of changing consumer awareness and attitudes towards a brand. However,

the time span over which multiple exposures occur is very important, as inundating

someone with a high number of exposures in a short period of time can have an

adverse effect. Awareness levels steadily increase by frequency when the ads are

viewed over a longer period of time, such as a month.But pharmaceutical

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advertisement of prescription medicine is different from advertisement of other

product because, here is the doctor who takes the decision on the behalf of

patient/consumer regarding the prescription of medicines and finally purchase of

medicines.

Table No. 4.20 Influence of prescription decision of doctor w.r.t specialized

promotional channels

S.

no Statement N Mean SD

1

Specialized promotional channels

and programmes are important in

the promotion of medicines.

150 3.05 0.767

2

Creativity in pharmaceutical

advertisement effect my


150 3.37 1.014

3

Frequency of pharmaceutical

advertisement are important factor

which influence my prescription

decision

150 3.00 1.215

The information presented in the above table indicates the mean and standard

deviation of the statement "Specialized promotional channels and programmes are

important in the promotion of medicines", "Creativity in pharmaceutical

advertisement effect my prescription decision" and "� Frequency of pharmaceutical

advertisement are important factor which influence my prescription decision". The

analysis indicates that statement "� Frequency of pharmaceutical advertisement are

important factor which influence my prescription decision " has scored lowest mean

as compared to all other statement.However statement "� Specialized promotional

channels and programmes are important in the promotion of medicines." has scored

lowest standard deviation amongest all.

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4.21 Impact and extent of impact of Pharmaceutical advertisement: - It depends

on the various variables, due to different variables impact also differs. Qualification

of doctor is also one of the variable in which there is a difference in impact of

advertisement when compared with different dimensions. ANOVA is applied on the

data to check whether difference exists in impact of advertisement perceived by

various educations of doctors among all the dimensions.

Table no. 4.21:- ANOVA by Doctor Educational Qualification

ANOVA IN DOCTOR EDUCATIONAL QUALIFICATION

Sum of

Squares df

Mean

Square F Sig.

Importance of medium providing information about medicine available for patient in the

market.

Medical

Representative

Between Groups .366 2 .183 .226 .798

Within Groups 118.967 147 .809

Total 119.333 149

Medical Journals

Between Groups 3.060 2 1.530 1.399 .250

Within Groups 160.780 147 1.094

Total 163.840 149

Clinical papers

Between Groups .902 2 .451 .717 .490


Total 93.333 149

Television/ Electronic

Media

Between Groups .438 2 .219 .297 .744


Total 108.773 149

Internet

Between Groups .062 2 .031 .027 .973

Within Groups 168.771 147 1.148

Total 168.833 149

Hoardings

Between Groups 1.640 2 .820 .576 .564

Within Groups 209.433 147 1.425

Total 211.073 149

Specific Seminars held

by companies

Between Groups .033 2 .016 .025 .975


Total 94.833 149

Reliability of information provided through different media about medicines

Medical

Representative

Between Groups 1.670 2 .835 1.647 .196


Total 76.193 149

�

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�

�


Sum of

Squares df

Mean

Square F Sig.

Medical Journals

Between Groups 1.166 2 .583 .658 .520


Total 131.493 149

Clinical papers

Between Groups .821 2 .411 .381 .684

Within Groups 158.572 147 1.079

Total 159.393 149


Media

Between Groups 2.991 2 1.496 2.035 .134


Total 111.040 149

Internet

Between Groups 8.270 2 4.135 .590 .556

Within Groups 1030.590 147 7.011

Total 1038.860 149

Hoardings

Between Groups 6.121 2 3.061 4.380 .014


Total 108.833 149

Specific Seminars

held by companies

Between Groups 4.136 2 2.068 3.369 .037


Total 94.373 149

Medical

Representative as key

element in providing

information

Between Groups 1.620 2 .810 2.148 .120


Total 57.073 149

Importance of promotional items /other facilities distributed /provided by companies

Free samples

Between Groups 6.067 2 3.033 4.515 .013


Total 104.833 149

Trips to seminars

Between Groups 1.586 2 .793 1.069 .346


Total 110.673 149

Pens/notepads/calend

ars/etc

Between Groups 2.285 2 1.143 .713 .492

Within Groups 235.475 147 1.602

Total 237.760 149

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Sum of

Squares df

Mean

Square F Sig.

Lunch for physician and

staff

Between Groups 2.690 2 1.345 1.010 .367

Within Groups 195.870 147 1.332

Total 198.560 149

Tickets to special

entertainment events

Between Groups 4.911 2 2.456 1.717 .183

Within Groups 210.182 147 1.430

Total 215.093 149

Dinner for the physician

and their family

Between Groups 5.047 2 2.523 1.927 .149

Within Groups 192.526 147 1.310

Total 197.573 149

Effectiveness of information provided through different media in your prescription

Medical Representative

Between Groups 1.133 2 .566 .978 .379


Total 86.293 149

Medical Journals

Between Groups .274 2 .137 .238 .788


Total 84.833 149

Clinical papers

Between Groups .526 2 .263 .444 .642


Total 87.573 149


Media

Between Groups .325 2 .162 .224 .799


Total 106.773 149

Internet

Between Groups .297 2 .148 .292 .747


Total 75.093 149

Hoarding.

Between Groups .381 2 .190 .214 .807


Total 130.940 149

Specific Seminars held

by companies

Between Groups .411 2 .205 .454 .636


Total 66.833 149

Pharmaceutical

advertisement in

prescription of branded

medicines

Between Groups .197 2 .098 .223 .800


Total 65.073 149

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�


Sum of

Squares df

Mean

Square F Sig.

Pharmaceutical

advertisement to change

prescription decision from

Generic medicine to

Branded medicines

Between Groups .080 2 .040 .114 .892


Total 51.333 149

Patient suggestion

(demand) influence


Between Groups 3.333 2 1.666 1.833 .164


Total 136.993 149

“Direct-to- Consumer

Advertisement” are

important in promotion of

medicines

Between Groups .304 2 .152 .183 .833


Total 122.193 149

Ethical issues in

Promotional activity

adopted by companies.

Between Groups .489 2 .244 .601 .550


Total 60.273 149

Advertising agency

Importance in Consumer

awareness about

medicines

Between Groups 1.022 2 .511 .796 .453


Total 95.333 149

Importance of promotional channels used by companies and their long lasting effect on the

mind

Medical Representative

Between Groups 6.971 2 3.486 2.383 .096

Within Groups 215.029 147 1.463

Total 222.000 149

Clinical Paper

Between Groups 2.832 2 1.416 .904 .407

Within Groups 230.261 147 1.566

Total 233.093 149

Medical Journals

Between Groups 13.479 2 6.740 4.034 .020

Within Groups 245.594 147 1.671

Total 259.073 149

Television advertisement

Between Groups 4.935 2 2.467 1.373 .257

Within Groups 264.138 147 1.797

Total 269.073 149

Internet

Between Groups .331 2 .165 .296 .744


Total 82.560 149

Hoarding

Between Groups .890 2 .445 .389 .678

Within Groups 167.943 147 1.142

Total 168.833 149

�

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�


Sum of

Squares df

Mean

Square F Sig.

Specific Seminars

held by companies

Between Groups .962 2 .481 .560 .572


Total 127.260 149

Celebrities

Importance in brand

promotion.

Between Groups .230 2 .115 .197 .822


Total 86.373 149

Specialized


and programmes in

promotion of

medicines.

Between Groups .709 2 .354 .600 .550


Total 87.573 149

promotional activities

and growth of

consumerism

Between Groups 1.308 2 .654 1.189 .307


Total 82.160 149

promotional channel

and companies

convening

information to

consumers

Between Groups 2.556 2 1.278 1.709 .185


Total 112.460 149

Importance of

Regulatory Acts in

prescription

Between Groups 2.437 2 1.219 1.524 .221


Total 119.973 149

Creativity in

pharmaceutical

advertisement effect


Between Groups 2.265 2 1.133 1.104 .334

Within Groups 150.828 147 1.026

Total 153.093 149

Frequency of

pharmaceutical

advertisement

influence prescription

decision

Between Groups 2.286 2 1.143 .772 .464

Within Groups 217.714 147 1.481

Total 220.000 149

a) Importance of medium providing information about medicine available

for patient in the market and Qualification of doctor- In the above table having

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variables Medical Representative, Medical Journals, Clinical papers, Television/

Electronic Media, Internet, Hoardings and Specific Seminars held by companies the

value of significant is 0.798, 0.250, 0.490, 0.744, 0.97, 0.564 and 0.975 respectively

which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It means

that Doctor Qualification has no impact on this variables

b) Reliability of information provided through different media about

medicines and Qualification of doctor- In the above table having variables Medical

Representative, Medical Journals, Clinical papers, Television/ Electronic Media, and

Internet the value of significant is 0.196, 0.520, 0.684, 0.134, and 0.556 respectively


that Doctor Qualification has no impact on these variables where as Hoardings and

Specific Seminars held by companies the significant value is 0.014 and 0.037

respectively which is significant (p<0.05) and alternative hypothesis accepted and

null hypothesis rejected. It means that Doctor Qualification has impact on this

variables

c) Medical Representative as key element in providing information� and

Qualification of doctor: - In the above table the value of significant is 0.120 which is

insignificant (p>0.05) and tells us that null hypothesis is accepted. It means that

Doctor Qualification has no effect on this variables

d) Importance of promotional items /other facilities distributed /provided by

companies and Qualification of doctor- In the above table having variables Free

samples, Trips to seminars, Pens/notepads/calendars/etc, Lunch for physician and

staff, Tickets to special entertainment events and Dinner for the physician and their

family, the value of significant is 0.346, 0.492, 0.367, 0.183 and 0.149 respectively

which is significant (p>0.05) and tells us that null hypothesis is accepted. It means

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that Doctor Qualification has no effect on these variables where as free samples the

significant value is 0.013 (p<0.05) which is significant and alternative hypothesis

accepted and null hypothesis rejected. It means that Doctor Qualification has effect

on this variables

e) Effectiveness of information provided through different media in

prescription and Qualification of doctor:- In the above table having variables

Medical Representative, Medical Journals, Clinical papers, Television/ Electronic

Media, Internet, Hoardings and Specific Seminars held by companies the value of

significant is 0.379, 0.788, 0.642, 0.799, 0.747, 0.807 and 0.636 respectively which is


Doctor Qualification has no effect on this variables.

f) Pharmaceutical advertisement in prescription of branded medicines and

Qualification of doctor:- In the above table the value of significant is 0.800 which is


Doctor Qualification has no effect on this variables

g) Pharmaceutical advertisement to change prescription decision from

Generic medicine to Branded medicines and Qualification of doctor: - In the

above table the value of significant is 0.892 which is insignificant (p>0.05) and tells

us that null hypothesis is accepted. It means that Doctor Qualification has no effect on

this variable.

h) Patient suggestion (demand) influence prescription decision and



Doctor Qualification has no effect on this variable.

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�

i) “Direct-to- Consumer Advertisement” are important in promotion of

medicines and Qualification of doctor: - In the above table the value of significant

is 0.833 which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It

means that Doctor Qualification has no effect on this variable.

j) Ethical issues in Promotional activity adopted by companies and



Doctor Qualification has no effect on this variable.

k) Advertising agency Importance in Consumer awareness about medicines

and Qualification of doctor: - In the above table the value of significant is 0.453


that Doctor Qualification has no effect on this variable.

l) Importance of promotional channels used by companies and their long

lasting effect on the mind and Qualification of doctor- In the above table having

variables Medical Representative, Clinical papers, Television/ Electronic Media,

Internet, Hoardings and Specific Seminars held by companies the value of significant

is 0.096, 0.407, 0.257, 0.744, 0.678, and 0.572 respectively which is insignificant

(p>0.05) and tells us that null hypothesis is accepted. It means that Doctor

Qualification has no effect on these variables where as medical journals, the

significant value is 0.020 which is significant (p<0.05) and alternative hypothesis

accepted and null hypothesis rejected. It means that Doctor Qualification has effect

on this variables

m) Celebrities Importance in brand promotion and Qualification of doctor:-

In the above table the value of significant is 0.822 which is insignificant (p>0.05) and

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tells us that null hypothesis is accepted. It means that Doctor Qualification has no

effect on this variables

n) Specialized promotional channels and programmes in promotion of

medicines and Qualification of doctor: - In the above table the value of significant

is 0.550 which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It

means that Doctor Qualification has no effect on this variable.

o) Promotional activities and growth of consumerism and Qualification of

doctor:- In the above table the value of significant is 0. 307 which is insignificant


Qualification has no effect on this variable.

p) Promotional channel and companies convening information to consumers

and Qualification of doctor: - In the above table the value of significant is 0. 185



q) Importance of Regulatory Acts in prescription and Qualification of

doctor: - In the above table the value of significant is 0.221 which is insignificant


Qualification has no effect on this variable.

r) Creativity in pharmaceutical advertisement effect prescription decision

and Qualification of doctor: - In the above table the value of significant is 0.334



s) Frequency of pharmaceutical advertisement influence prescription

decision and Qualification of doctor: - In the above table the value of significant is

0.464 which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It

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means that Doctor Qualification has no effect on this variable.Similarly Regional

status of practice is also one of the variable in which there is a difference in impact of

advertisement when compared with different dimensions. ANOVA is applied on the

data to check whether difference exists in impact of advertisement perceived by

various educations of doctors among all the dimensions

Table no. 4.22:- ANOVA by Regional Status of Practice Place

ANOVA IN REGIONAL STATUS OF PRACTICE PLACE

Sum of

Squares df

Mean

Square F Sig.

Importance of medium providing information about medicine available for patient in the

market.

Medical

Representative

Between Groups 9.226 2 4.613 6.159 .003


Total 119.333 149

Medical Journals

Between Groups 21.813 2 10.907 11.289 .000


Total 163.840 149

Clinical papers

Between Groups 10.755 2 5.377 9.572 .000


Total 93.333 149

Television/

Electronic Media

Between Groups .539 2 .270 .366 .694


Total 108.773 149

Internet

Between Groups 13.505 2 6.752 6.390 .002

Within Groups 155.329 147 1.057

Total 168.833 149

Hoardings

Between Groups .866 2 .433 .303 .739

Within Groups 210.207 147 1.430

Total 211.073 149

�

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Sum of

Squares df

Mean

Square F Sig.

Specific Seminars

held by companies

Between Groups 10.126 2 5.063 8.786 .000


Total 94.833 149

Reliability of information provided through different media about medicines

Medical

Representative

Between Groups 8.352 2 4.176 9.049 .000


Total 76.193 149

Medical Journals

Between Groups 4.236 2 2.118 2.447 .090


Total 131.493 149

Clinical papers

Between Groups 5.574 2 2.787 2.663 .073

Within Groups 153.820 147 1.046

Total 159.393 149

Television/

Electronic Media

Between Groups 13.833 2 6.916 10.459 .000


Total 111.040 149

Internet

Between Groups 6.190 2 3.095 .441 .644

Within Groups 1032.670 147 7.025

Total 1038.860 149

Hoardings

Between Groups 13.814 2 6.907 10.685 .000


Total 108.833 149

Specific Seminars

held by companies

Between Groups 1.697 2 .848 1.345 .264


Total 94.373 149

�

�

- 235 -

�


Sum of

Squares df

Mean

Square F Sig.

Medical

Representative as key

element in providing

information

Between Groups 4.966 2 2.483 7.005 .001


Total 57.073 149

Importance of promotional items /other facilities distributed /provided by companies

Free samples

Between Groups 17.369 2 8.685 14.596 .000


Total 104.833 149

Trips to seminars

Between Groups 13.425 2 6.713 10.147 .000


Total 110.673 149

Pens/notepads/calenda

rs/ etc

Between Groups 17.026 2 8.513 5.669 .004

Within Groups 220.734 147 1.502

Total 237.760 149

Lunch for physician

and staff

Between Groups 2.540 2 1.270 .953 .388

Within Groups 196.020 147 1.333

Total 198.560 149

Tickets to special

entertainment events

Between Groups 4.950 2 2.475 1.731 .181

Within Groups 210.143 147 1.430

Total 215.093 149

Dinner for the

physician and their

family

Between Groups 5.447 2 2.723 2.084 .128

Within Groups 192.127 147 1.307

Total 197.573 149

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�

�


Sum of

Squares df

Mean

Square F Sig.

Effectiveness of information provided through different media in prescription

Medical

Representative

Between Groups 2.838 2 1.419 2.499 .086


Total 86.293 149

Medical Journals

Between Groups 2.512 2 1.256 2.243 .110


Total 84.833 149

Clinical papers

Between Groups 2.395 2 1.197 2.066 .130


Total 87.573 149

Television/

Electronic Media

Between Groups 1.525 2 .763 1.065 .347


Total 106.773 149

Internet

Between Groups .595 2 .298 .587 .557


Total 75.093 149

Hoarding.

Between Groups 1.763 2 .882 1.003 .369


Total 130.940 149

Specific Seminars

held by companies

Between Groups .585 2 .293 .649 .524


Total 66.833 149

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�


Sum of

Squares df

Mean

Square F Sig.

Pharmaceutical

advertisement in

prescription of

branded medicines

Between

Groups

1.004 2 .502 1.151 .319


Total 65.073 149

Pharmaceutical

advertisement to

change prescription

decision from Generic

medicine to Branded

medicines

Between

Groups

.362 2 .181 .522 .595


Total 51.333 149

Patient suggestion

(demand) influence


Between

Groups

1.058 2 .529 .572 .566


Total 136.993 149

“Direct-to-

Consumer

Advertisement” are

important in

promotion of

medicines

Between

Groups

.424 2 .212 .256 .775


Total 122.193 149

Ethical issues in

Promotional activity

adopted by

companies.

Between

Groups

.945 2 .472 1.170 .313


Total 60.273 149

Advertising agency

Importance in

Consumer awareness

about medicines

Between

Groups

.369 2 .185 .286 .752


Total 95.333 149

Importance of promotional channels used by companies and their long lasting effect on the

mind

Medical

Representative

Between

Groups

1.507 2 .754 .502 .606

Within Groups 220.493 147 1.500

Total 222.000 149

Clinical Paper

Between

Groups

3.636 2 1.818 1.165 .315

Within Groups 229.457 147 1.561

Total 233.093 149

- 238 -

�

�


Sum of

Squares df

Mean

Square F Sig.

Medical Journals

Between Groups .539 2 .270 .153 .858

Within Groups 258.534 147 1.759

Total 259.073 149

Television

advertisement

Between Groups 6.125 2 3.063 1.712 .184

Within Groups 262.948 147 1.789

Total 269.073 149

Internet

Between Groups .389 2 .194 .348 .707


Total 82.560 149

Hoarding

Between Groups 2.590 2 1.295 1.145 .321

Within Groups 166.243 147 1.131

Total 168.833 149

Specific Seminars

held by companies

Between Groups .324 2 .162 .188 .829


Total 127.260 149

Celebrities

Importance in brand

promotion.

Between Groups 2.080 2 1.040 1.814 .167


Total 86.373 149

Specialized


and programmes in

promotion of

medicines.

Between Groups .047 2 .023 .039 .962


Total 87.573 149

promotional

activities and growth

of consumerism

Between Groups .419 2 .209 .377 .687


Total 82.160 149

�

- 239 -

�

�


Sum of

Squares df

Mean

Square F Sig.

promotional channel

and companies

convening information

to consumers

Between

Groups

2.381 2 1.191 1.590 .207


Total 112.460 149

Importance of

Regulatory Acts in

prescription

Between

Groups

1.454 2 .727 .902 .408


Total 119.973 149

Creativity in

pharmaceutical

advertisement effect


Between

Groups

3.309 2 1.655 1.624 .201

Within Groups 149.784 147 1.019

Total 153.093 149

Frequency of

pharmaceutical

advertisement influence


Between

Groups

.171 2 .086 .057 .944

Within Groups 219.829 147 1.495

Total 220.000 149

a) Importance of medium providing information about medicine available

for patient in the market and regional status of practice place of doctor - In the

above table having variables Medical Representative, Medical Journals, Clinical

papers, Hoardings and Specific Seminars held by companies the value of significant is

0.003, 0.000, 0.000, 0.002 and 0.000 respectively which is significant (p<0.05) and

tells us that null hypothesis is rejected. It means that Regional status of practice place

has effect on these variables, where as Clinical papers and Internet having the value of

significant is 0.694 and 0.739 which is insignificant (p>0.05) and tell us that null

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�

hypothesis is accepted, it means that Regional status of practice place has no effect on

this variables.

b) Reliability of information provided through different media about

medicines and regional status of practice place of doctor:- In the above table

having variables Medical Representative, Television/ Electronic Media and hoardings

the value of significant is 0.000, 0.000, and 0.000 respectively which is significant

(p<0.05) and tells us that null hypothesis is rejected. It means that Regional status of

practice place has effect on these variables where as Medical Journals, Clinical

papers, Internet and Specific Seminars held by companies the significant value is

0.090, 0.073, 0.644 and 0.264 respectively which is insignificant (p>0.05) and

alternative hypothesis rejected and null hypothesis accepted. It means that Regional

status of practice place has no effect on these variables.

c) Medical Representative as key element in providing information� and

regional status of practice place of doctor: - In the above table the value of

significant is 0.001 which is significant (p<0.05) and tells us that null hypothesis is

rejected. It means that Regional status of practice place has effect on this variable.

d) Importance of promotional items /other facilities distributed /provided by

companies and regional status of practice place of doctor - In the above table

having variables free samples, Trips to seminars and Pens/notepads/calendars/etc, the

value of significant is 0.000, 0.000, and 0.004 respectively which is significant

(p<0.05) and tells us that null hypothesis is rejected. It means that Regional status of

practice place has effect on these variables where as Lunch for physician and staff,

Tickets to special entertainment events and Dinner for the physician and their family,

the significant value is 0.388,0.181 and 0.128 (p>0.05) which is insignificant and

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�

alternative hypothesis accepted and null hypothesis rejected. It means that Regional

status of practice place has no effect on these variables.

e) Effectiveness of information provided through different media in

prescription and regional status of practice place of doctor: - In the above table

having variables Medical Representative, Medical Journals, Clinical papers,

Television/ Electronic Media, Internet, Hoardings and Specific Seminars held by

companies the value of significant is 0.086, 0.110, 0.130, 0.347, 0.557, 0.369 and

0.524 respectively which is insignificant (p>0.05) and tells us that null hypothesis is

accepted. It means that Regional status of practice place has no effect on these

variables.

f) Pharmaceutical advertisement in prescription of branded medicines and

regional status of practice place of doctor:- In the above table the value of

significant is 0.319 which is insignificant (p>0.05) and tells us that null hypothesis is

accepted. It means that Regional status of practice place has no effect on this variables

g) Pharmaceutical advertisement to change prescription decision from

Generic medicine to Branded medicines and regional status of practice place of

doctor: - In the above table the value of significant is 0.595 which is insignificant

(p>0.05) and tells us that null hypothesis is accepted. It means that Regional status of

practice place has no effect on this variable.

h) Patient suggestion (demand) influence prescription decision and regional

status of practice place of doctor: - In the above table the value of significant is


means that Regional status of practice place has no effect on this variable.

i) “Direct-to- Consumer Advertisement” are important in promotion of

medicines and regional status of practice place of doctor: - In the above table the

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�

value of significant is 0.775 which is insignificant (p>0.05) and tells us that null

hypothesis is accepted. It means that Regional status of practice place has no effect on

this variable.

j) Ethical issues in Promotional activity adopted by companies and regional

status of practice place of doctor: - In the above table the value of significant is


means that Regional status of practice place has no effect on this variable.

k) Advertising agency Importance in Consumer awareness about medicines

and regional status of practice place of doctor: - In the above table the value of


accepted. It means that Regional status of practice place has no effect on this variable.

l) Importance of promotional channels used by companies and their long

lasting effect on the mind and regional status of practice place of doctor - In the

above table having variables Medical Representative, Clinical papers, Medical

journals, Television/ Electronic Media, Internet, Hoardings and Specific Seminars

held by companies the value of significant is 0.606, 0.315, 0.808, 0.184, 0.707,

0.321and 0.829 respectively which is insignificant (p>0.05) and tells us that null


these variables

m) Celebrities Importance in brand promotion and regional status of

practice place of doctor:- In the above table the value of significant is 0.167

(p>0.05) which is insignificant and tells us that null hypothesis is accepted. It means

that Regional status of practice place has no effect on this variables

n) Specialized promotional channels and programmes in promotion of

medicines and regional status of practice place of doctor: - In the above table the

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this variable.

o) Promotional activities and growth of consumerism and regional status of

practice place of doctor:- In the above table the value of significant is 0. 687 which

is insignificant (p>0.05) and tells us that null hypothesis is accepted. It means that

Regional status of practice place has no effect on this variable.

p) Promotional channel and companies convening information to consumers


significant is 0. 207 which is insignificant (p>0.05) and tells us that null hypothesis is


q) Importance of Regulatory Acts in prescription and regional status of

practice place of doctor: - In the above table the value of significant is 0.408 which

is insignificant (p>0.05) and tells us that null hypothesis is accepted. It means that

Regional status of practice place has no effect on this variable.

r) Creativity in pharmaceutical advertisement effect prescription decision




s) Frequency of pharmaceutical advertisement influence prescription

decision and regional status of practice place of doctor: - In the above table the



this variable.

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CHAPTER- 5

DISCUSSIONS AND CONCLUSION

The conducted research has been executed to answer the research questions presented

in section 3.14. The purpose of research was to know the impact of pharmaceutical

advertising on doctor (customer) prescription behavior and consumer purchase

behavior. The research focus on various aspects of pharmaceutical advertising like

advertising through medical representative, attributes of pharmaceutical advertising,

pharmaceutical advertisement of OTC drugs for consumers and pharmaceutical

promotion and prescription behavior of doctors.

From the data analysis of respondent our findings show that the awareness of

advertisement among respondent is higher than 90%. It shows that our topic to study

the impact of advertisement has much relevance in current scenario. Our finding

about medium of advertisement shows that advertisement through television get more

attention as the respondent percentage is more than 56%.The second attractive

medium is word to mouth in which the respondent percentage is more than 16% while

this is quite less from the television advertisement medium. The data analysis also

shows that, association of medium of advertisement that get the attention of

respondent with type of family shows that there is no significant association between

medium of advertisement that get the attention of respondent and type of family.

Similarly there is no significant association between marital status of respondent and

medium of advertisement that get the attention of respondent as the Chi-Square value

is insignificant. But there is association of medium of advertisement that gets the

attention with educational qualification, Occupation and age of the respondent as the

Chi-square value is significant.

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Advertising affect consumer in many ways whether by recall, positive impression,

create interest and also in decision process. From the data analysis of the effectiveness

of advertisements long lasting impact we found that it develop the interests among

respondents towards particular medicines. We also see that it is also effective in

affecting the decision process and positive impression of the consumer towards

particular medicines.

OTC medicines (Over the counter drug) are medicines sold directly to a consumer

without a prescription from a health care professional. The data analysis of

advertising effectiveness of OTC drugs (common use medicines), shows that

television medium of advertisement are more effective medium of advertisement for

consumer persuasion to purchase the medicines. The second effective medium of

advertisement is news paper in which the respondent percentage is 31%. This study

indicates that there is significance association between types of family, marital status

of consumers with effective medium of advertisement for OTC drug as the Chi-

Square value is insignificant. Similarly this study also indicates that there is a

significant association between educational qualifications, occupation with effective

medium of advertisement for OTC drugs as the Chi-Square value is significant.

The trends towards self medication are likely to grow as consumers are becoming

familiar with OTC drugs, due to extensive advertising by companies. Doctor, retailer,

Television, Friends and relatives, News papers also act as suggestive measures for

consumer to purchase the OTC drugs (common use medicines). This study indicates

that about 31% respondent purchase common use medicines by suggestive measure of

television followed by doctor. This study also show that there is no significant

association between family type, marital status of respondent with suggestion by

which consumer purchase common use medicines as the Chi-Square value is

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insignificant. Similarly this study also indicates there is significant association

between educational qualifications, occupation with various suggestive medium by

which consumer can purchase common use medicines.

OTC drug purchase by consumer generally influenced by advertising, friends&

relatives, retailer doctor etc. The analysis of data shows that 31% of respondent

influenced by advertisement of pharmaceutical for purchase of medicines and little bit

less 30.70% of respondent influenced by friends and relatives for purchase of

medicines. Doctor also influences respondents for purchasing of common use

medicines but extent of influence is less advertisement and friends& relatives.

Nies,E.A. (1982) also found that consumers are becoming familiar with OTC drug

due to extensive advertising by companies. This study also reveals that family type,

qualification, occupation, marital status and age of respondent have no significant

association with influencer (advertising, friends& relatives, retailer doctor etc) in

selecting medicines for common disease as the Chi-Square value is insignificant.

Advertisement creates need among consumers but pharmaceutical advertising have a

direct impact on health of consumers. The analysis of data indicates that about 32% of

respondent agree to some extent that advertisement create need among consumer. The

next finding focused on the nature of attention paid by respondent in pharmaceutical

advertising and it was found that about 48% of respondent paid some attention about

pharmaceutical advertisement. This research is also made to assess the lasting effect

of advertisement on consumer and it is found that about 28% of respondent having

lasting effect of advertisement is about one week whereas about 24% of respondent

having lasting effect of more than one month.

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In pharmaceutical advertisement some pharmaceutical product attribute like strength

of medicines, dosage form, route of administration and dosing schedule etc. are

observed by consumer in pharmaceutical advertisement .This research indicates that

more than 50% of respondent observed strength of medicines in pharmaceutical

advertisement. Similarly this study also reveals that about 32% respondent influence

to some extent by pharmaceutical advertisement and about 45% of respondent are

agree to some extent that they relied on these pharmaceutical advertisement while

making purchase decision.

From the data analysis about advertising attributes that impact in selection of

medicine, findings shows that pharmaceutical advertisement which have strongest

theme influenced the buying behavior of respondents and this decision is highly stable

as shows from the mean value (2.12) and standard deviation (1.077) of the

respondent. Visual presentation of advertisement creates more attention and makes

their impacts in selection of medicine as the mean value and standard deviation of this

attributes is 2.35 and 1.230 respectively.

For prescription medicine consumer is not directly purchase the medicine but doctor

on the behalf of consumer/patient prescribed the medicines for purchase. That’s why

in this doctor response regarding pharmaceutical advertisement is also valuable for us

to know how the pharmaceutical advertisement changes the prescription behavior of

doctor. According to doctor as respondent on importance of medium providing

information about medicine available for patient in the market shows that television

medium of advertisement are important medium for providing information to the

consumer as the mean value is 1.81.

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Similarly there are various medium which provide information about medicine but

doctor do not rely on the information provided through all different medium. The

reliability of information provided through medical journal are important as the mean

value is 1.49 followed by clinical paper whose mean value is 1.53.This study also find

that according to doctors effectiveness of information provided through clinical paper

(mean value 1.95) and medical journal (mean value 1.97) are more effective.

Medical Representative is important source to support the pharmaceutical sales

activity. In research 78% of doctor agreed that medical representative visiting in their

practice hours, 63% doctor says that about 5-10 MRs visited per day in their clinic

and as a key element for providing information about medicines and about 69%

doctor agreed that MRs is a key element for providing information about medicines.

Caudil,T.S.et al (1996) also found that Physicians agreed that sales representatives

provided useful and accurate information about newly and already established drugs,

but only slightly agreed that they performed an important teaching function where as

Ravindra Goyal and Pranav Pareek (2013) examines that Medical representatives

provide incomplete medical information to influence prescribing practices; they also

offer incentives including conference, Seminars, national and aboard sponsorship.

There are various promotional items like free samples There are various promotional

items like free samples, Trip to Seminars, lunch/ Dinner for physician’s family and

there staff ,tickets to special entertainment events are provided by pharmaceutical

companies to doctors to boost their sales and for doctors trips to seminars having

mean value 2.71 and free samples having mean value 2.77 are important promotional

items.�Mahmoud Abdullah Al-Areefi et. al (2013) concluded that that physicians are

aware that the medical representatives could influence their prescribing decision; they

welcome representatives to visit them and consider receiving free samples, gifts and

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�

various kinds of support as a normal practice. He also found that the majority of the

physicians had positive interactions with medical representatives. The physician’s

main reasons stated for allowing medical representatives visits are the social contacts

and mutual benefits they will gain from these representatives.

Various promotional channels used by companies make their long lasting effect of the

mind of doctors , but it is not possible that all promotional channel make their impact

on doctor mind and it is found that MRs are important promotional channel used by

companies that makes their long lasting effect on doctor mind having mean value 2.40

followed by specific seminars held by companies having mean value 2.54.Influence

of prescription decision w.r.t branded medicine, generic medicine and patient demand

also shows that pharmaceutical advertisement are important factor in prescription of

branded medicine (mean value 2.89) and pharmaceutical advertisement influence the

doctor to change the prescription decision from generic to branded medicine (mean

value 2.93). Manchanda, P. and Honka, E (2005) also concluded that there is also

strong evidence that detailing affects physician (prescription) behavior in a positive

and significant manner.

Impact and extent of impact of Pharmaceutical advertisement depends on the various

variables, and due to different variables impact also differs.�Qualification of doctors

has impact on the variable like hoardings and specific seminars conducted by

companies for Reliability of information provided through different media about

medicines. Qualification of doctors also has impact on the free samples as

promotional items and it has also impact on the medical journals as promotional

channels. Regional status of practice place has impact on the variable like Medical

Representative, Medical Journals, Clinical papers, Internet and Specific seminars

organized by companies as importance of medium providing information about

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medicine available for patient in the market and in context to reliability of information

provided through different medium about medicines Regional status of practice place

has an impact on Medical Representative, Television/Electronic Media and Hoardings

and it also has impact on Medical Representative as key element in providing

information. Similarly Regional status of practice place has an impact on free

samples, Trip to seminars and Pens/notepads/calendars etc. as importance of

promotional items

Conclusion: - Quite a number of important conclusions can be drawn from the

findings of this study. Consumer paid more attention when Television medium of

advertisement and television medium of advertisement is more affective for purchase

of common use medicines.� The advertisement of OTC drug was found to be

persuasive, but not high enough so that consumers can directly go and ask for the

advertised drug. Advertisement also acts as a influencer in selecting medicines for

common diseases and create need up to some extent and theme of advertisement

influence the consumer to buy the products. Visual presentation of advertisement

creates more attention and makes their impacts in selection of medicine. From the

results, we can also consider that doctor prescription for medicine is responsive to

advertising. This research has proposed five important factors of pharmaceutical

advertising such as Detailing, Advertising effectiveness, Brand positioning, Influence,

and Informative.

As far as Detailing is concerned in pharmaceutical advertising; it is accused of

promoting medicines that leads to change in prescription behavior because of

marketing and promoting strategies. Advertising effectiveness can add value to a

company and provide feedback about necessary changes made for doctors for

prescription of medicines. Brand positioning place a consumer brand in doctor mind

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that motivate him for prescription of medicine. Advertising through Medical

representative influence the doctor prescribing practices by important scientific

information .The informative advertising allows doctors to have access to product and

service information without any hassle. Informative advertising benefits doctors by

carrying specific, definite and tangible facts about product. Drug promotion strongly

influences prescribing behavior. Company funding of doctors, of educational events

and of research are important elements in this influence. In this it is found that MRs

are important promotional channel used by companies that makes their long lasting

effect on doctor mind followed by specific seminars held by companies . The

reliability and effectiveness of information provided through medical journal and

clinical paper are important for doctors.�The findings provided insight into possible

target areas for educational interventions about pharmaceutical marketing. Such a

finding will provide the basis for policymakers in the public and private health sector

in India and those countries which have a similar health system to develop a suitable

policy and regulations in terms of drug promotion. A national formulary will help

physicians to prescribe approved medicine.

Managerial Implications for doctors: In terms of managerial implication, the

findings do provide some insights and feedback for administrators of media industry

in drafting various advertising strategies on how to increase the favorable attitude

towards advertising for doctors. As part of the efforts to create favorable attitude,

some suggested strategies include: ensuring the sources of advertisement are credible,

trustworthy, believable, informative message.

Future Research: The final objective of the researcher is that what all findings have

been achieved may become part of future researches. Further direction for future

research is:-

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Future research can be extended to pharmacists that how these pharmacists make their

impact on consumer to sell the medicine because pharmacist is also an important

medium of advertisement for pharmaceutical products. Additional research could

explore how consumers make use of the pharmaceutical staff when they are in a

pharmacy, and how the pharmaceutical staff is aware of their own influence on the

customers and how they use their knowledge to guide the decision making process.

More focus on the promotional sector can be done through further research that

studies through which media pharmaceutical advertisements are best to reach the

consumer segment that is recognized to buy products that are familiar to them through

advertisement. Direct to consumer advertising is banned in most countries, and the

research evidence tends to support the negative impact that is feared by those who

support a legislative ban. Further research is needed into the clinical and economic

impact of direct to consumer advertising in healthcare systems and focus on

identifying relative importance of various advertising effectiveness components and

role of various media option to increase effectiveness of OTC drug advertising.

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ANNEXURE-A

Impact of Advertisement on Customer Purchase Behavior in Pharmaceuticals

Research Scholar: Ram Dheeraj Supervisor: Dr.S.K.Kaushal

PLEASE MARK YOUR RESPONSES BY PUTTING A TICK MARK (�) AT APPROPRIATE

PLACE

1:- Personal profile-

a) Name:- ______________________________________________________

b) Age:- (i) 18-28 years (ii) 29-39 years ( iii) 40-50 years

(iv) 51-61 years (v) >61 years

c) Marital Status-:- (i) Married (ii) Un Married (iii) Widow (iv) Separated

d) Family size:- (i) Nuclear (ii) Joint

e) Family income :- (i) <1.5 lacs (ii) 1.5 lacs-.3.0 lacs (iii) 3.01 lacs- 5.0 lacs

(iv) 5.01 lacs- 7.0 lacs (v) > 7.0 lacs

f) Educational Qualification: (i)Undergraduate (ii) Graduate ( iii) Post Graduate

g) Occupation:-

(i) Student ( ii) Business (iii) Government Service

(iv) Professional (v) Housewife (vi) Any Other (Please Specify)______

2- Do you know about Advertisement?

(i) Yes ( ii) No

3- Which medium of Advertisement get your Attention

(i) Print ( ii) Radio (iii) Television (iv) Word to Mouth

4- How does advertisement affect you?

(i) Recall ( ii) Positive impression ( iii) Interest ( iv) Decision Process

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5- For common use medicines (OTC) which medium of advertisement is more affective?

( i) Television ( ii) News Paper ( iii) Radio ( iv) Internet

(v) Other (Magazines/Bill boards/brouchers/kiosks/fillers/Event

6- By which suggestion you will purchase common use medicines

(i) Doctor ( ii) Retailer ( iii) Television (iv) News paper ( v) Friends & Relatives

7- How long does the input of an advertisement last on you

(i) Few hours (ii) one day ( iii) one week ( iv) one month (v) more than month

8- To what extent of advertising of various pharmaceutical products create the need for

the Product in your mind-

( i) To a great extent ( ii) To some extent ( iii) To a considerable extent ( iv) Not at all

9- When there is a new advertisement of pharmaceutical product like Vitamin , tablets,

Cough syrup and Contraceptive etc. Do you pay -

(i) more attention ( ii) some attention ( iii) little attention ( iv) ignore it

10- While seeing the various advertisements of medicines, which aspect of product attribute

do you observe in advertisement-?

(i) strength (ii) dosage form (iii) route of administration ( iv) Dosing schedule

11- Who influenced you most in selecting medicine for common diseases-?

(i) Advertising (ii) Friends & relatives (iii) Retailer ( iv) Doctor

12- To what extent advertising influenced you in purchasing a particular type of

Pharmaceutical product/ medicines-

(i) To a great extent ( ii) To a some extent (iii) To a little extent ( iv) not at all

13- I always rely on advertisement while making a purchase decision

( i) Strongly agree ( ii) agree to some extent ( iii) disagree to some extent

(iv) Strongly disagree

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14- On a scale of 1-5 Kindly rate the following medicine advertisement attributes in Order

Of your preference where 1 stands for highest rank for agree or favoring to

Particular View and 5 stands for completely disagree or disfavoring to Particular

View. Please put a tick mark (�)

(1= Strongly Agree, 2= Agree , 3= Neutral, 4=Disagree & 5= Strongly Disagree)

Attributes 1 2 3 4 5

Theme of Advertisement

Visual presentation

Strength of Medicines

Dosage form(tablet,capsule,liquid etc)

Role of celebrities

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ANNEXURE-B

Impact of Advertisement on Customer Purchase Behavior in Pharmaceuticals

Research Scholar: Ram Dheeraj Supervisor: Dr.S.K.Kaushal

PLEASE MARK YOUR RESPONSES BY PUTTING A TICK MARK (�) AT APPROPRIATE

PLACE

1- Personal Profile

1a.) Respondent Name:

1b.) Gender: Male Female

(1) (2)

1c.) Qualification: Graduate (M.B.B.S) Post Graduate (MD/MS) Specialist.

(1) (2) (3)

1d.) Position Hold by Respondent: Medical Officer Junior Resident/MS/MD

(1) (2)

Senior Resident/Super specialist Teacher/Professor

(3) (4)

1e.) No. of years of Practice: >2 years >5 years >10 years >15 years

(1) (2) (3) (4)

1f.) Regional Status of Practice Place: Rural Semi Urban Urban

(1) (2) (3)

1g.) Practice Hours: 4 hours 6 hours 8 hours round the clock

(1) (2) (3) (4)

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1h.) O.P.D Frequency (<15) (15 to 25) (26 to 40) (40 to 54) (>54)

(Daily Average): (1) (2) (3) (4) (5)

From Question no. 2 and onwards are based on the scale of 1 to 5 in which;

1 Stands for highest rank for agree or favoring to particular view and 5 stands for

completely disagree or disfavoring to particular view.

(1= Strongly Agree, 2= Agree , 3= Neutral, 4=Disagree & 5= Strongly Disagree)

2 Importance of medium providing information about medicine available for patient in the

market.

2a. Medical Representative 1 2 3 4 5

2b. Medical Journals 1 2 3 4 5

2c. Clinical papers 1 2 3 4 5

2d. Television/ Electronic Media 1 2 3 4 5

2e. Internet 1 2 3 4 5

2f. Hoardings 1 2 3 4 5

2g. Specific Seminars held by companies 1 2 3 4 5

3 Reliability of information provided through different media about medicines.






3f. Hoardings 1 2 3 4 5


4 Is Medical Representative (MR) visiting in your

practice hours:

yes ( 1 ) No ( 2 )

4a. If yes, on average how many companies MR visiting

per day <5 5 -10 11- 15 15- 20 >20

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4b. Is Medical Representative are important key

element in providing information about medicines.

1 2 3 4 5

5 State the importance of promotional items /other facilities distributed /provided by

companies

5a. Free samples 1 2 3 4 5

5b. Trips to seminars 1 2 3 4 5

5c. Pens/notepads/calendars/etc 1 2 3 4 5

5d. Lunch for physician and staff 1 2 3 4 5

5e. Tickets to special entertainment events 1 2 3 4 5

5f. Dinner for the physician and their family 1 2 3 4 5

6 Is Prohibiting Bodies (Bodies Discouraging)

influencing promotional activities

1 2 3 4 5

7 State the effectiveness of information provided through different media in your

prescription.






7f. Hoarding. 1 2 3 4 5


8 Pharmaceutical advertisements are important

factor in prescription of branded medicines.

1 2 3 4 5

9 Pharmaceutical advertisement influences me to

change my prescription decision from generic

medicine to Branded medicines.

1 2 3 4 5

10 Patient suggestion (demand) influence my


1 2 3 4 5

11 Importance of “Direct-to- Consumer

Advertisement” in promotion of medicines

1 2 3 4 5

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12 Importance of Ethical issues in Promotional

activity adopted by companies.

1 2 3 4 5

13 Importance of advertising agency in Consumer

awareness about medicines

1 2 3 4 5

14 State the important of promotional channels used by companies and their long lasting

effect on the mind.


14b. Clinical Paper 1 2 3 4 5

14c. Medical Journals 1 2 3 4 5

14d. Television advertisement 1 2 3 4 5

14e. Internet 1 2 3 4 5

14f. Hoarding 1 2 3 4 5


15 Importance of celebrities used by companies in

brand promotion.

1 2 3 4 5

16 Specialized promotional channels and programmes

are important in the promotion of medicines

1 2 3 4 5

17 Importance of promotional activities adopted by

companies in the growth of consumerism

1 2 3 4 5

18 Importance of promotional channel used by

companies convening information to consumers

1 2 3 4 5

19 Importance of Regulatory Acts in your prescription 1 2 3 4 5

20 Creativity in pharmaceutical Advertisement effects

my prescription decision.

1 2 3 4 5

21 Frequency of Pharmaceutical advertisement are

important factor to influence my prescription

decision.

1 2 3 4 5

impact of advertising on customer purchase behaviour

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