Research Journal of Pharmacy and Technology

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Vital Factors Influencing Purchase of Over The Counter (OTC) Medicines:Brand Experiences of Gen X and New Age Indian Women


Affiliations
1 School of Management Studies, Vels Institute of Science, Technology and Advanced Studies (VISTAS) Pallavaram, Chennai, India
2 School of Management Studies, Vels Institute of Science, Technology and Advanced Studies, (VISTAS) Pallavaram, Chennai, India
     

   Subscribe/Renew Journal


Generic Medical stores are opened in India by as Government Initiative called JAN-AUSHADHI in order to bring down the Health Care Budget of every Citizen .At this point of time a study regarding the influence of Purchase of Over the counter Medicines (OTC) by any individual has to be probed in .The major difference between these generic stores and the conventional retailers is the brand name of the medicine and the company’s brand image .Thereby this study is to envisage about the contribution of Brand Loyalty, Brand Image, Brand Resonance, Brand Trust with the Brand Experience. A conceptual regression model was designed and named as Role of brands for purchasing OTC brands Among Indian Women. The study highlights different generation and confines to Gen X and Gen X and New Age Indian Women who fall between 28 to 53 years with women across various professions such as advocates, doctors, academicians, engineering and technocrats, administrators, media/entertainment, entrepreneur and others. Around 736 questionnaires were collected in and around Urban Chennai, Semi Urban, Neyveli, Rural Soolurpet, Tirupur of India. The finest predicted relationship amid independent variables and the dependent variable was done by means of Multiple Regression by using Statistical Package for Social Science SPSS (21.0). The result shows that the brand experience of Gen X and New Age Indian Women professionals is not significant with the brand loyalty, brand image but they are significant with brand resonance, brand trust variables. Meanwhile Brand loyalty has a significant relationship with brand resonance, brand trust and not significant with brand image. This research shall errand the policy makers and pharmaceutical marketers to recognize regarding the brand experience of Gen X and New Age Indian Women.

Keywords

OTC Medicines, Brand Experience, Brand Loyalty, Brand Image, Brand Trust, Gen X and New Age Indian Women.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Ayesha Anwar, Amir Gulzar, Fahid Bin Sohail,, Salman Naeem Akram (2011) , “ Impact Of Brand Image, Trust And Affect On Consumer Brand Extension Attitude: The Mediating Role Of Brand Loyalty,” International Journal of Economics and Management Sciences,Vol.No.1,No. 5, 2011, pp. 73-79

  • Kalpesh b. Prajapati, Mahesh patel(2013), “A Study on Consumer’s Buying Behavior towards otc products of the pharmaceutical industry”, Namex International Journal of Management Research 23 Vol. 3, Issue No. 2, July – Dec.2013. ISSN 2250 -2076

  • Jones, R., 2008. General practice: past, present and future. In: Hastie.A, Stephenson. A, eds, Choosing General Practice: Your Career Guide. London: Blackwell Publishing, pp1-7. Kent.

  • Griffin, J.P., 2004.Venetian treacle and the foundation of medicines regulation. British Journal of Clinical harmacology [online], 58(3),317-325.http://onlinelibrary.wiley.com/doi/10.1111/j.1365-2125.2004.02147.x/abstract [accessed 18.7.11].

  • Mahalingam, Haldwar Patti (2013), “A Study of Knowledge on Practice and Opinion of Using over the counter drugs (otc), BFUNJ, Volume 5 Number 2, December, 2013.

  • Mayur Mohan Amonkar Lively (1996), “Pharmacists’ attitudes toward product specific television advertising of prescription drugs”, Journal of Pharmaceutical Marketing and Management. 1996; 11(2):3-20.

  • Rajini G. (2018) “Revisiting the Symptoms of Work-Life Balance: A Dependency Analysis of Employees in ICT Sector”. In: Dash S., Das S., Panigrahi B. (eds) International Conference on Intelligent Computing and Applications. Advances in Intelligent Systems and Computing, vol 632.pp.643-653, Springer, Singapore

  • Rajini.G and Divyasree Veeramani Sangameshwari (2016), “An Emphasize of Customer Relationship Management Analytics in Telecom Industry”, Indian Journal of Science and Technology, Vol 9(32), DOI: 10.17485/ijst/2016/v9i32/98646

  • Rajini.G and Krithika. M (2017), ‘Risk Factors Discriminating Online Metropolitan Women Shoppers: A behavioural Analysis’, The International Journal of Cyber Behavior, Psychology and Learning, Vol.7, No.1, pp 52-64

  • Norton,S., 2006. The Pharmacology of Mithridatum: A 2000 – Year- Old Remedy. Molecular Interventions. 6(2),60-66.

  • Utermohlen, V. “Diet, Nutrition, and Drug Interactions.” In Modern Nutrition in Health and Disease, edited by M. E. Shils, J. A. Olson, M. Shike, and C. A. Ross, pp. 1619–1641. 9th ed. Baltimore: Williams and Wilkins, 1999


Abstract Views: 154

PDF Views: 0




  • Vital Factors Influencing Purchase of Over The Counter (OTC) Medicines:Brand Experiences of Gen X and New Age Indian Women

Abstract Views: 154  |  PDF Views: 0

Authors

G. Rajini
School of Management Studies, Vels Institute of Science, Technology and Advanced Studies (VISTAS) Pallavaram, Chennai, India
G. Madhumita
School of Management Studies, Vels Institute of Science, Technology and Advanced Studies, (VISTAS) Pallavaram, Chennai, India

Abstract


Generic Medical stores are opened in India by as Government Initiative called JAN-AUSHADHI in order to bring down the Health Care Budget of every Citizen .At this point of time a study regarding the influence of Purchase of Over the counter Medicines (OTC) by any individual has to be probed in .The major difference between these generic stores and the conventional retailers is the brand name of the medicine and the company’s brand image .Thereby this study is to envisage about the contribution of Brand Loyalty, Brand Image, Brand Resonance, Brand Trust with the Brand Experience. A conceptual regression model was designed and named as Role of brands for purchasing OTC brands Among Indian Women. The study highlights different generation and confines to Gen X and Gen X and New Age Indian Women who fall between 28 to 53 years with women across various professions such as advocates, doctors, academicians, engineering and technocrats, administrators, media/entertainment, entrepreneur and others. Around 736 questionnaires were collected in and around Urban Chennai, Semi Urban, Neyveli, Rural Soolurpet, Tirupur of India. The finest predicted relationship amid independent variables and the dependent variable was done by means of Multiple Regression by using Statistical Package for Social Science SPSS (21.0). The result shows that the brand experience of Gen X and New Age Indian Women professionals is not significant with the brand loyalty, brand image but they are significant with brand resonance, brand trust variables. Meanwhile Brand loyalty has a significant relationship with brand resonance, brand trust and not significant with brand image. This research shall errand the policy makers and pharmaceutical marketers to recognize regarding the brand experience of Gen X and New Age Indian Women.

Keywords


OTC Medicines, Brand Experience, Brand Loyalty, Brand Image, Brand Trust, Gen X and New Age Indian Women.

References