Study for Providing Insights for Planning Strategies on the Basis of Consumer Behavior and Consumer Perception of Pharmaceutical Companies

Authors

  • Dhananjay Mandlik
  • Prashant Kotasthane

Abstract

India is slowly acclimatizing to e-commerce rapidly with increasing internet diffusion. Digitalization has shown noteworthy improvement almost in every sector. Several traditional health companies have moved few of their services online. The competition has intensified in recent past, differentiating on online information system and superior customer service quality.E-pharmacies are likely to create a win-win situation for the stakeholders in the value chain.
The online marketing of pharmaceutical industry has remained un-penetrated in spite of having high potential. Offline medical stores continue to dominate the distribution channel due to their established network. The traditional option of retail pharmacy has remained the first choice of customers.
Retail market has observed some changes in Consumer behavior in recent past. This research study attempts to study the changes in Consumer behavior and suggest strategies to be adopted by manufacturers & marketers.

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Published

2020-04-05

Issue

Section

Articles