Usage and Attitude of Consumer Toward Pharmaceutical Over the Counter (OTC) Product
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AProject Report
on
“Usage and Attitude of Consumer towards Pharmaceutical Over The Counter (OTC) Product”
in partial fulfillment of the requirement of
Master in Management Studies (MMS)
conducted by
Rizvi Institute of Management Studies and Research
under the guidance ofDR. KALIM KHAN
Submitted by:REHAN FAQUIH
ROLL NO. 83MMS (MARKETING)
2009-11
Acknowledgement
I would like to express my sincere gratitude to everyone who have helped & supported me
during the duration of my project. First of all, I would like to thank the Almighty Allah without
whom none of this would be possible. I am eternally grateful for the invaluable mentorship of
my guide, Dr Kalim Khan, Director, Rizvi Institute of Management Studies and Research
who acts as the backbone of the entire support system. His timely guidance, right from the initial
stages of conceptual inception and through ongoing advice & encouragement to this day has
made the completion of the project possible.
I also wish to thank Talha Khan, Nawaf Ghansar, Raees Basri and all the medical professionals
who were part of my respondent base for their invaluable support, suggestions and time during
the course of the project.
It will not be fair if I do not thank my parents for their undivided support and interest which
inspired me and encouraged me to go my own way, without whom I would be unable to
complete my project. Last but not the least I want to thank my friends and fellow batch mates
who appreciated me for my work and motivated me to finish the project.
Rehan Faquih
Roll No: 83
MMS (Marketing)
2009-2011
Declaration
I declare that the project titled “Usage and Attitude of Consumer towards Pharmaceutical
Over The Counter (OTC) Product” is a record of the research carried out by me during the
academic year 2009-2011 under the guidance of my guide Dr. Kalim Khan, Director, Rizvi
Institute of Management Studies and Research.
I also declare that this project is the result of my effort and has not been submitted to any other
university for the award of any degree, or personal favor whatsoever. All the details and analysis
provided in the report hold true to the best of my knowledge.
Rehan Faquih
Roll No: 83
MMS (Marketing)
2009-2011
Certificate
This is to certify that Mr. Rehan Faquih, a student of Master in Management Studies (MMS),
bearing Roll No. 83, from Rizvi Institute of Management Studies and Research, specializing in
Marketing has successfully completed the project titled,
“Usage and Attitude of Consumer towards Pharmaceutical Over The Counter OTC
Product”
under the guidance of Dr. Kalim Khan, Director, Rizvi Institue of Management Studies and
Research in partial fulfillment of the requirement of Master in Management Studies (MMS), by
Rizvi Institute of Management Studies and Research , for the academic year 2009-11.
______________________
Prof. (Dr.) Kalim Khan
Project Guide
__________________________
Prof. Umar Farooq Dr. Kalim Khan
Academic Coordinator Director
Executive Summary
The research was started with the objective to “Study the consumer behaviour towards the
Pharmaceutical OTC product in the city of Mumbai”. The research was carried out with the view
to analyze the usage and attitude of consumers like Doctors, Chemist, and Customers etc. with
respect to the age, marital status, occupation, nature of family, size of family factors, etc. to
identify the decision maker and the influencer for the purchase of OTC medicine made by
consumers. A structured – undisguised questionnaire was administered for a sample size of 120
which included Doctors, Chemists and Customers from distinct geographical areas of the
Mumbai city. With the help of the data collected the results were analyzed, tabulated, and
interpreted.
The inferences were drawn out with the help of statistical analytical tools. From the findings few
recommendable suggestions had been opined for the marketers and manufacturers to recognize
that OTC market is a lucrative consumer segment especially with the high competition in market,
as lots of patents are expiring in near future. It is important for companies to make better strategy
and create awareness amongst the consumers so, that they can judge on their own which OTC
medicine needs to buy to treat minor ailments so, it would be easy to switch prescription drug to
OTC drug which would help the companies to overcome the generic competition and create an
healthy portfolio of OTC product in future, which would reap high growth potentials.
The Indian OTC pharmaceuticals market generated total revenues of $2.5 billion in 2010. The
market has grown significantly over the last five years at a CAGR of 8.6%. In contrast, the US
market has witnessed a moderate expansion, with a CAGR of 4.3% for the equivalent period
leading to total revenues of $21.2 billion in 2010.
The leading revenue source for the Indian OTC pharmacy market is the traditional medicines
sector, which generated revenues of $679.3 million in 2010, equivalent to 27.3% of the market's
value. In comparison, the cough and cold preparations sector was worth $492.5 million, which
represented 19.8% of the market's revenues.
This research paper viewed the usage and attitude of pharmaceutical OTC drugs. It also found
the influence of current marketing practices in the pharmaceutical sector through different
channels, and their impact on consumers and doctors’ buying behaviour. The research found
some negative impacts like less education and awareness amongst the consumers which included
misleading advertising, disease mongering and rising costs. It argued the need to move from
industry self regulation to an independently monitored code of practice by doctors for
pharmaceutical marketing. Rural India and modern India trusted self medication in treating
minor ailments not as like in Europeans who rely on neighbourhood pharmacist for similar
ailments, North Americans rely more on the advice of doctors. In countries where healthcare
infrastructures and economies are developing, opportunities exist to lessen the extensive burden
consumers currently put on doctors and help governments reduce their healthcare expenditure.
Self medication using over the counter products in India had been common. OTC Products
Medico marketing, is the business of advertising or otherwise promoting the sale of OTC
pharmaceuticals or drugs
Thus looking at the dynamics of the consumer segment of Pharmaceutical OTC a research was to
be carried out to get the insights of the consumers to know their usage pattern of buying OTC
drug. The factors that played major role in selecting a specific branded OTC drug to the factors
that plays major role in making a purchase decision whilst buying OTC medicine were studied.
The paper started with the presentation of the relevant literature in the area of buying behaviour
and then the research hypothesis was described. After that the methodology followed to develop
the study was presented with a special reference to the sample method, data collection and
statistics. Next, the results were presented and discussed and finally the conclusions were drawn.
Table of ContentsCHAPTER NO 1: OVERVIEW OF PHARMACEUTICAL INDUSTRY..............................1
1.2. MANUFACTURING PROCESS.............................................................................................................2
1.3. RESEARCH & DEVELOPMENT............................................................................................................2
1.4. PATENTS - A PROJECTION.................................................................................................................2
1.5. THERAPEUTIC MARKET SEGMENTATION..........................................................................................2
CHAPTER NO 2: INTRODUCTION OF PHARMACEUTICAL INDUSTRY.....................2
2.3. INDUSTRY TRENDS............................................................................................................................2
2.4. KEY CHALLENGES..............................................................................................................................2
2.5. MAJOR PLAYERS IN THE MARKET.....................................................................................................2
2.6. CONCLUSION....................................................................................................................................2
CHAPTER NO 3: INDIAN PHARMACEUTICAL INDUSTRY.............................................2
3.1. HISTORY............................................................................................................................................2
3.1.1. The Policy Regime since 1970s..................................................................................................2
3.1.2. Post-Liberalisation.....................................................................................................................2
3.2. INDUSTRY STRUCTURE......................................................................................................................2
3.3. INDUSTRY SEGMENTATION..............................................................................................................2
3.3.1. Bulk Drugs..................................................................................................................................2
3.3.2. Formulations..............................................................................................................................2
3.3.3. Contract Research and Manufacturing......................................................................................2
3.4. CRITICAL SUCCESS FACTORS.............................................................................................................2
3.4.1. New Product Development........................................................................................................2
3.4.2. Therapeutic Coverage................................................................................................................2
3.4.3. Exports.......................................................................................................................................2
3.4.4. Low Cost Production through Scale...........................................................................................2
3.5. PHARMACEUTICAL REGULATORY BODIES IN INDIA..........................................................................2
3.5.1. National Pharmaceutical Pricing Authority (NPPA)....................................................................2
3.5.2. Central Drugs Standard and Control Organization (CDSCO)......................................................2
3.5.3. Department of Chemicals & Petrochemicals (DCP)...................................................................2
CHAPTER NO 4: COMPETITIVE ANALYSIS OF PHARMACEUTICAL INDUSTRY...2
4.1. PORTERS 5 FORCE ANALYSIS OF INDUSTRY......................................................................................2
4.2. PEST ANALYSIS..................................................................................................................................2
4.3. SWOT ANALYSIS................................................................................................................................2
CHAPTER NO 5: PHARMACEUTICAL OTC MARKET......................................................2
5.1. LABELING REQUIREMENTS...............................................................................................................2
5.2. ADVERTISING REQUIREMENTS.........................................................................................................2
5.3. PRESCRIPTION TO OTC SWITCH........................................................................................................2
5.4. WORLD SCENARIO OF OTC MARKET.................................................................................................2
5.4.1. US OTC Pharmaceuticals Market...............................................................................................2
5.4.2. European OTC Pharmaceuticals Market....................................................................................2
5.5. INDIAN SCENARIO OF OTC MARKET.................................................................................................2
5.6. MAJOR PLAYERS OF OTC PHARMACEUTICAL MARKET IN INDIA.......................................................2
5.6.1. Proctor & Gamble......................................................................................................................2
5.6.2. Dr. Morepen Limited.................................................................................................................2
5.6.3. GlaxoSmithKline Consumer Limited...........................................................................................2
5.6.4. Zydus Cadila...............................................................................................................................2
5.6.5. Novartis.....................................................................................................................................2
5.6.6. Paras Pharmaceuticals Private Limited......................................................................................2
CHAPTER NO 6: CONSUMER BUYING BEHAVIOUR.......................................................2
6.1. OTC CONSUMER MARKET.................................................................................................................2
6.1.1. Buyers of OTC Product...............................................................................................................2
6.1.2. The Market to Buy Different Kinds of OTC Medicine.................................................................2
6.1.3. Buying Process (Purchase Purposes)..........................................................................................2
6.1.4. Time to Buy................................................................................................................................2
6.1.5. Place to Buy...............................................................................................................................2
6.2. OTC BUYER BEHAVIOR FACTORS......................................................................................................2
6.2.1. Cultural Factors..........................................................................................................................2
6.2.2. Social Factors.............................................................................................................................2
6.2.3. Personal Factors........................................................................................................................2
6.3. OTC CONSUMER DECISION-MAKING................................................................................................2
6.3.1. Buy the Role of..........................................................................................................................2
6.3.2. Buying Behavior.........................................................................................................................2
6.4. OTC PURCHASE PROCESS..................................................................................................................2
6.4.1. Awareness of the Issue..............................................................................................................2
6.4.2. Information Gathering...............................................................................................................2
6.4.3. The Evaluation of OTC Drugs.....................................................................................................2
6.4.4. Purchase Decision-Making.........................................................................................................2
6.4.5. Post-Shopping Behavior.............................................................................................................2
CHAPTER NO 7: RESEARCH METHODOLOGY.................................................................2
7.1. NEED FOR PROJECT...........................................................................................................................2
7.2. RESEARCH OBJECTIVE.......................................................................................................................2
7.3. LIMITATION OF THE STUDY...............................................................................................................2
7.5. RESEARCH DESIGN............................................................................................................................2
7.6. SOURCE OF DATA..............................................................................................................................2
7.7. SAMPLING PROCEDURE....................................................................................................................2
7.8. SAMPLING TECHNIQUE.....................................................................................................................2
CHAPTER NO 8: DATA ANALYSIS AND INTERPRETATION..........................................2
8.1 RESPONDENT PROFILE.......................................................................................................................2
8.2. DESCRIPTIVE ANALYSIS.....................................................................................................................2
8.3. DATA INTERPRETATION OR ADVANCE ANALYSIS..............................................................................2
8.3.1. Cross Tab...................................................................................................................................2
8.3.2. Advanced Analysis.....................................................................................................................2
CHAPTER 9: SUGGESTION AND RECOMMENDATION...................................................2
9.1. SUMMARY OF ANALYSIS...................................................................................................................2
9.2. RECOMMENDATION.........................................................................................................................2
CONCLUSION..............................................................................................................................2
QUESTIONNARIE.......................................................................................................................2
LIST OF FIGURE.........................................................................................................................2
LIST OF TABLE...........................................................................................................................2
BIBLIOGRAPHY..........................................................................................................................2
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 1
CHAPTER NO 1: OVERVIEW OF PHARMACEUTICAL INDUSTRY
The pharmaceutical industry is a knowledge driven industry and is heavily dependent on R&D
for new products and its growth. However, Basic Research (discovering new molecules) is a time
consuming and expensive process and is thus, dominated by large global multinationals. In the
Global Pharmaceutical Market, Western Markets are the largest and fastest growing due to
introduction of newer molecules at high prices. A well-established reimbursement and insurance
system implies that per capita drug expenditure is abnormally high in Western Countries as
compared to the developing nations. The Indian Pharmaceutical Industry is highly fragmented,
but has grown rapidly due to the friendly patent protection, low cost manufacturing structure,
intense competition, high volumes and low prices. Exports have been rising at around 30%
CAGR over last five years.
The Drug Pricing Control Order (DPCO) has severely restricted profitability and hence
innovation. However, the government has been relaxing controls in a slow but progressive
manner. The span of control of DPCO has come down from 90% in 1980s to 50% in 1995 and is
likely to be further reduced as per the latest proposed changes.
In the domestic market, old and mature categories like anti-infective, vitamins, analgesics are
degrowing or stagnating while new lifestyle categories like cardiovascular, CNS, ant diabetic are
growing at double-digit rates. The growth of a company in the domestic market is thus critically
dependent on its therapeutic presence.
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 2
1.1. DEFINITION OF PHARMACEUTICALS
Pharmaceuticals are substances known as medicines, used in preventing and curing illness and
disease. Usage of pharmaceutical is governed by underlying science of illness and disease. The
branches of medical science are shown in the following figure.
Fig.1.1: Branches of Medical Science
Ancient civilization allowed India to develop various kinds of medical and pharmaceutical
systems. In addition to the allopathic system, which is prevalent in the United States, Japan and
Europe, the following types of medical and pharmaceutical systems are used by the Indian
people
Medical Science
1. Allopathy: It is known as the modern medicine and world over the pharmaceutical industry is
focused upon it.
2. Ayurveda: Ayurveda translates as the “science of life”. It encompasses fundamentals and
philosophies about the world and life, diseases and medicines. The knowledge of Ayurveda
is compiled in Charak Samhita and Sushruta Samhita. The curative treatment lies in drugs,
diet and general mode of life.
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Medical Science
Allopathy Siddha Unani Homeopathy NaturopathyAyurvedic
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 3
3. Siddha: The Siddha system is one of the oldest Indian systems of medicine. Siddha means
“achievement”. Siddhas were saintly figures who achieved healing through the practice of
yoga. The Siddha system does not look merely at a disease but takes into account a patient’s
age, sex, race, habits, environment, diet , physiological constitution and so forth. Siddha
medicines have been effective in curing some diseases, and further work is needed to truly
understand why this system works.
4. Unani: The Unani system originated in Greece and progressed to India during the medieval
period. It involves promotion of positive health and prevention of disease. The system is
based on the humoral theory i.e. the presence of blood, phlegm, yellow bile and Allopathy
Ayurveda Siddha Unani Homeopathy Naturopathy black bile. A person’s temperament is
accordingly expressed as sanguine, phlegmatic, choleric or melancholic. Drugs derived from
plant, metal, mineral and animal origins are used in this system.
5. Homeopathy: Homoeopathy is a branch of therapeutics that treats the patient on the principle
of “SIMILIA SIMILIBUS CURENTUR” which simply means “Let likes be cured by likes”.
Homeopathy seeks to stimulate the body's defense mechanisms and processes so as to
prevent or treat illness. Treatment involves giving very small doses of substances called
remedies that, according to homeopathy, would produce the same or similar symptoms of
illness in healthy people if they were given in larger doses. Treatment in homeopathy is
individualized (tailored to each person). Homeopathic practitioners select remedies according
to a total picture of the patient, including not only symptoms but lifestyle, emotional and
mental states, and other factors.
6. Yoga and Naturopathy: Yoga and Naturopathy are ways of life. In naturopathy one applies
simple laws of nature. It advocates proper attention to eating and living habits. It also
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 4
involves hydrotherapy, mud packs, baths, massage and so forth. Yoga consists of eight
components: restraint, observance of austerity, physical postures, breathing exercises,
restraining of the sense organs, contemplation, meditation and Samadhi. Increasing interest
exists in revisiting these ancient drug systems
1.2. MANUFACTURING PROCESS
Step by step manufacturing process has been described on subsequent page.
Bulk drugs are prepared by appropriate reactions of natural/synthetic intermediate raw material
under controlled conditions.
Right dosage of the bulk drug (active ingredient) is mixed with filler substances (passive
ingredient), to make the formulation accepTab. This is done in a batch process.
Formulations are packed according to their physical form - blister strips for Tablet/Capsules,
bottles for liquids or ampoules for powders. Each pack must have price, expiry date, storage
conditions and dosage. Stringent quality control is must at each stage as per the requirement
of concern authority. The following figure shows the flow chart for manufacturing process.
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 5
Fig.1.2: Manufacturing Process
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FILLER SUBSTANCE
PASSIVE INGREDIENT
(To make bulk drugs)
INTERMEDIATE RAW MATERIAL(Plant derivatives/ Animalderivatives/ Synthetic Chemical)
BULK DRUGS ACTIVE INGREDIENT(Raw medicines can’t be used formedicinal purpose)
FORMULATION(Packed with proper instructionregarding price, expiry date, storage condition and dosage)
PATIENTS(Either directly or under prescriptionof the doctors)
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 6
In basic form, pharmaceutical are called bulk drugs. They are derived from intermediate raw
material, namely
Plant derivatives
Animal derivatives
Synthetic chemicals
Bulk drugs in their raw form cannot be used as medicine and they have to be converted in to
form in which human can use them as medicine. This type of final dosage form is known as
formulations. Formulations can be classified into two types namely,
Ethical products: These types of formulations are available only under medical prescription
to prevent misuse. Doctors, to cure a disease in the patient primarily prescribe ethical
formulations. Generally, for ethical products direct advertisements to users are prohibited.
Over The Counter: These types of formulation known as OTC can be purchased by users
directly, for example pain balms, health tonics etc. For OTC product, direct advertisements to
user can be used to promote product under certain conditions.
Formulations can be categorized as per the route of administration to patients, namely,
Oral: They are taken internally by patients, for example Tab.ts, syrup, capsules, powders
Topical: They are applied on skin, for example creams, ointments, liquids, aerosol etc.
Parenterals: They are injected in an intravenous and intramuscularly fashion.
Others: It includes eye drops, surgical dressings etc.
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 7
1.3. RESEARCH & DEVELOPMENT
Pharmaceutical industry is driven by a need to conquer disease. New diseases emerge as humans
find the solution to cure old diseases. New medicines are developed to treat new diseases or
existing medicine are reformulated to improve upon the treatment of existing diseases. That is
why R&D of drugs is a key to success in the pharmaceutical industry. Four kind of research are
conducted in the pharmaceutical industry namely,
1.3.1. Fundamental or Basic Research
This involves discovering new molecules from scratch. No Indian company does Basic Research,
simply because it is very expensive. Indian drug companies do not make the kind of profit
required for this kind of research. In the West, hi-tech equipments screen, can compound a cost
up to $3 billion.
1.3.2. Process Research or Reverse Engineering
This involves a copy of existing molecule by manufacturing it with different process. Indian
patent law, at present, covers process patents, not product patents. Indian companies are very
effective and efficient in reverse engineering. However, a new patent law will obviously, not
permit reverse engineering.
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 8
1.3.3. Analogue or Discovery Research
Companies modify an existing molecule (or a new one that has not yet commercialized), after
accessing international patent databases, to arrive at a new molecule. Some of the bigger Indian
companies like Dr. Reddy, Ranbaxy, Cadila, and Torrent etc. are conducting discovery research
or plan to do so.
1.3.4. Genetic Research
It aims at establishing the link between genes and diseases and one day determine the best drugs
for individuals based on their makeup. World leaders of the pharmaceutical industry have started
devoting resources to this type of research called “Genomic”. No Indian company does this kind
of research, but several government or academic institutions like National Institute of
Immunology, New Delhi and Center for Microbiology, Hyderabad have begun work in this area.
1.4. PATENTS - A PROJECTION
Discovery of a new drug or modifications on existing drug requires intensive R&D efforts and
companies have to spent huge amount on R&D to find new drugs or modify existing one. If a
protection is not provided to innovator of drugs no one would prefer to spend on R&D and it will
hinder to growth of pharmaceutical industry and of human being. To protect the interest of an
innovators patent is provided to ensure commercial gains on their R&D investment. Patents are a
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 9
vital aspect for the global pharmaceutical industry. Two kind of patent protection is granted to
the innovators by different countries, namely
1.4.1. Product Patent
It provides an exclusive manufacturing and licensing rights of product, to innovator of that
product for a stipulated time period. So, if company A discovers drug Z then no other
manufacture can produce drug Z without consent of company A. At present only the developed
nations endorse product patent.
1.4.2. Process Patent
It provides an exclusive manufacturing and licensing rights of process to manufacture a product,
to innovator of that product for a stipulated time period. So, if company A discovers drug Z by
process P then no other manufacture can produce drug Z by process P without consent of
company A. But other manufactures can produce drug Z by any other process then P. Most under
developed nations endorse process patent.
Patent is granted for stipulated time period. Once this time period gets over a drug becomes off
patent or generic and any one can manufacture that drug. Based on this criterion drugs can be
classified as:
Under patent
Generic or off patent
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 10
1.5. THERAPEUTIC MARKET SEGMENTATION
Commencing with repackaging and preparation of formulations from imported bulk drugs, the
Indian industry has moved on to become a net foreign exchange earner, and has been able to
underline its presence in the global pharmaceutical arena as one of the top 35 drug producers
worldwide. Currently, there are more than 2,400 registered pharmaceutical producers in India.
There are 24,000 licensed pharmaceutical companies. Of the 465 bulk drugs used in
India, approximately 425 are manufactured here. India has more drug-manufacturing facilities
that have been approved by the U.S. Food and Drug Administration than any country other than
the US. Indian generics companies supply 84% of the AIDS drugs that Doctors without Borders
uses to treat 60,000 patients in more than 30 countries. However total pharmaceutical market is
as follows:
The industry has enormous growth potential. Factors listed below determine the rising demand
for pharmaceuticals.
The growing population of over of a billion
Increasing income
Demand for quality healthcare service
Changing lifestyle has led to change in disease patterns, and increased demand for new
medicines to combat lifestyle related diseases
More than 85 per cent of the formulations produced in the country are sold in the domestic
market. India is largely self-sufficient in case of formulations. Some life saving, new generation
under-patent formulations continue to be imported, especially by MNCs, which then market
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 11
them in India. Overall, the size of the domestic formulations market is around Rs160 billion and
it is growing at 10 per cent per annum.
Market Share of Different Pharmaceutical Product Categories
Fig.1.3: Market Share of Different Pharmaceutical Product Categories
Demand for drugs for treatment of lifestyle-related diseases such as diabetes, cardiovascular
diseases, and central nervous system are on the increase. There are around 700,000 new cases of
cancer each year and total of around 2.5 million cases. It is estimated that there are around 40
million people in India with diabetes and the number is rising, 5.1 million HIV/AIDS patients,
and 14 million tuberculosis cases. According to industry reports, while the Indian pharmaceutical
industry witnessed a growth of 7 percent, the cardio-vascular segment recorded 15 to 17 percent
growth and anti-diabetes segment of over 10-12 percent growth.
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5%4% 2%
5%
5%
10%
10%
10%
10%
11%
17%
Percentage of Pharmaceutical Product Categories (%)
NeuropsychiatryAntidiabeticsOpthalmologyDermatologicalGyanecologypain/analgesicvitamins/Minerals/nutrientRespiratoryCardiacGastrointestinalAnti-infective
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 12
CategoryValue
Rs in (bn)
ValueMarket Share
(%)
ValueGrowth (%)
Volume Growth(%)
Anti Infective 32.8 16.4 4 11
Gastrointestinal 21.8 10.9 8 9
Cardiac 20.7 10.3 18 15
Respiratory 20.4 10.2 9 6
Vitamin/ Mineral/Nutrient
s19.3 9.6 5 5
Pain/Analgesic 19.1 9.5 8 9
Dermatological 10.8 5.4 8 4
Gynaecology 10.7 5.3 3 -1
Neuro psychiatry 10.6 5.3 10 6
Antidiabetics 8.8 4.4 11 16
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Opthologicals 3.5 1.7 18 16
Others 22 11 - -
Aggregate 200.5 100 8 9
Tab.1.1: Market Value and Market Growth of Therapeutic Segment
Historically, the low cost of domestically produced drugs together with government controlled
prices, and the absence of patent regulations had made the market less attractive for foreign
players. With the new patent laws in place the market scenario will change. Indian market will
become attractive for foreign companies.
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 14
CHAPTER NO 2: INTRODUCTION OF PHARMACEUTICAL INDUSTRY
The pharmaceutical industry is a very unique and spectacular industry, with an impressive
evolution along the 20th and the beginning of the 21st centuries, as well as facing a challenging
future. The situation in the industry at the global level has spectacularly changed in the past two
decades, leading to new strategies and new portfolios, especially for the major pharmaceutical
companies worldwide. The current pharmaceutical industry characterizes as a mature and Tab.
industry that is constantly affected by mergers and acquisitions, as well as by new scientific
discoveries. Therefore, it becomes very essential to understand the global scenario and the
current trends in the pharmaceutical industry for the companies to operate in a single market and
serve the mankind across the globe.
In this chapter an overview of the global pharmaceutical industry has been given. Starting from
the origins and evolution of the global pharmaceutical industry to the current market structure
and the industry trends are being discussed. Also the challenges that are faced by the global
pharmaceutical industry are mentioned. Finally the future outlook is being provided for the
current year 2009 based on the predictions of IMS Global Pharmaceutical and Therapy Forecast
2009. The pharmaceutical industry is a knowledge driven industry and is heavily dependent on
R&D for new products and its growth. However, Basic Research (discovering new molecules) is
a time consuming and expensive process and is thus, dominated by large global multinationals.
In the Global Pharmaceutical Market, Western Markets are the largest and fastest growing due to
introduction of newer molecules at high prices. A well-established reimbursement and insurance
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 15
system implies that per capita drug expenditure is abnormally high in Western Countries as
compared to the developing nations.
2.1. ORIGINS AND EVOLUTION
The modern pharmaceutical industry is a highly competitive non-assembled1 global industry. Its
origins can be traced back to the nascent chemical industry of the late nineteenth century in the
Upper Rhine Valley near Basel, Switzerland when dyestuffs were found to have antiseptic
properties. A host of modern pharmaceutical companies all started out as Rhine based family
dyestuff and chemical companies e.g. Hoffman-La Roche, Sandoz, Ciba-Geigy (the product of a
merger between Ciba and Geigy), and Novartis etc. Most are still going strong today. Over time
many of these chemical companies moved into the production of pharmaceuticals and other
synthetic chemicals and they gradually evolved into global players.
The introduction and success of penicillin in the early forties and the relative success of other
innovative drugs, institutionalised research and development (R&D) efforts in the industry. The
industry expanded rapidly in the sixties, benefiting from new discoveries and a lax regulatory
environment. During this period healthcare spending boomed as global economies prospered.
The industry witnessed major developments in the seventies with the introduction of tighter
regulatory controls, especially with the introduction of regulations governing the manufacture of
‘generics’. The new regulations revoked permanent patents and established fixed periods on
patent protection for branded products, a result of which the market for ‘branded generics
emerged.
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 16
2.1.1. Branded Companies
Branded companies are the innovative companies that carry out the Research and Development
(R&D) of new drugs (or contract this process). Initially, their products are protected by patents.
The clinical test data, used for the approval of the drugs, is usually protected as well.
2.1.2. Generic Companies
Generic companies produce drugs that they have not developed themselves. Normally these
drugs are not protected by patents anymore. However, many branded companies have divisions
or subsidiaries that produce generics as well. With regard to the products of these companies,
three categories of drugs are commonly distinguished.
Prescription Drugs These have to be prescribed or administered by healthcare professionals.
Over The Counter (OTC) Drugs also called self-medication drugs. These can be purchased
without a prescription.
Vaccines These are usually regarded as a separate category next to pharmaceuticals. In
contrast to pharmaceuticals, vaccines are not based on chemical compounds but on live
bacteria and viruses. The production process of vaccines is therefore quite different and far
more complicated.
India’s traditions in the science of health and heating go back to the halcyon days of Susruta,
Vaghatta and Charska. Our systems of medicine like Ayurveda were well established and
schools and hospitals with treatises and instructions manual were in wide use.
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The establishment of a modern pharmaceutical industry in India may be and to have commenced
with the setting up of Bengal Chemicals by Acharya P.C. Ray in Calcutta and of Alembic
Chemicals in Baroda, by B.D. Amin. Significant who helped the indigenous drug industry was
the establishment of the Haffkine Institute in Bombay, the King Institute in Madras in 1904 and
the Pasteur Institute in Coonoor in 1907.
2.1.3. Post Independence Development
In the post-independence years, several international pharmaceutical companies have set up
manufacturing facilities in the country. Public sector units like HAL and IDPL were also set up.
The diversified character of the industry's growth is reflected in the range and variety of products
manufactured. These cover a wide therapeutic spectrum ranging from antibiotics to vitamins.
2.2. GLOBAL SCENARIO
The global pharmaceutical market can be classified into two categories: regulated and
unregulated/semi regulated. The regulated markets are governed by government regulations like
intellectual property protection, including product patent recognition. As a result, they have
greater stability in both volumes and prices like the United States. The unregulated/semi
regulated markets have lower entry barriers in terms of regulatory requirements and hence, they
are highly competitive. The global pharmaceutical companies till 2010 will be closely regulated
by emerging issues like patent safety, side effects, adverse action reporting, strengthening
harmonization and regulations and stronger clinical evidence. Global pharmaceutical market has
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increased its focus on novel drugs, good delivery system, and new chemical entities. The other
factor which is driving the growth of global pharmaceutical market is speeding up regulation in
bio-generic segment. Moreover there will be shift in growth from top ten markets to emerging
economies. The global pharmaceutical market will change its shape from primary care driven to
specialty care driven that is oncology and biotech.
The global pharmaceutical industry will take a shape of virtually integrated pharmaceutical
company. There is a widening gap between mature market performance and emerging market
performance, which will require many pharmaceutical companies all over the globe to make
changes throughout their operations from shifting their sales and market, revising their strategies,
changing their business models to fuel their growth. For the global pharmaceutical industry, It
will be a year of softening growth and a widening gap in performance between the increasingly
generalized and cost-constrained mature markets, as well as the burgeoning ‘pharmerging’
sectors where demand is growing and economies and access to healthcare are expanding at
record levels. Marking an important inflection point for the industry, for the first time the
world’s seven key markets (US, Japan, UK, Germany, France, Spain and Italy) will drive less
than half of the industry’s growth in 2011, while the pharmerging markets will contribute nearly
a quarter of growth worldwide . Further divergence will be apparent between primary care driven
and specialist-driven therapy areas, and between therapy classes with major unmet needs and
innovations, and those dominated by generics.
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Market Market Size (US$ in billions)
Market Growth
USA. 295-305 4-5%Europe 135-145 4-5%Pharmerging 85-90 12-13%Japan 64-68 1-2%Rest of world 125-135 7-8%
Tab. No.2.1: Market Share and Market Growth of Global Market
Pharmerging market include: China, India, Brazil, Russia, Mexico, Turkey and South Korea
2.3. INDUSTRY TRENDS
2.3.1. Structural Changes
The pharmaceutical industry is currently undergoing a period of very significant transformation.
The majority of “Big Pharma” companies are generating high returns which provide them with
excess cash for further rapid growth – whether organic, or through mergers and acquisitions. In
pharmaceutical industry size of the company on its own is a significant advantage. Besides
economies of scale in manufacturing, clinical trials and marketing, bigger companies can get a
competitive advantage by allowing investments in more research and development (R&D)
projects which in turn diversify their future drugs portfolio and make them much more sTab. in
the long term. As the result, top companies in the industry were active participants of mergers
and acquisitions (M&A). Another form of structural change in the industry was establishing of
new strategic alliances and joint ventures. So far as the research and development process for
each drug take many years and requires significant investments, and the outcome of these
investments of time and financial resources remains unclear until the final approval of the drug,
“BigPharma” companies are constantly looking for synergies that they can get from cooperation
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with their competitors. For example, cooperation of Sanofi-Aventis and Bristol-Myers Squibb
resulted in production of Plavix, which is currently one of the top-selling products for each of
these companies. Yet another trend is selling off low-profitability or non-core businesses.
“BigPharma” companies in order to maintain strong sales growth and meet profitability
expectations of their shareholders actively engage in these activities. For example, in 2003
Merck sold its low-profitability Medico Health Solutions that helped to increase its profitability
margin. Massive sales of non-pharmaceutical businesses by Takeda also were compatible with
its strategy to concentrate its financial resources on its core pharmaceutical business.
2.3.2. Major Factors of Future Growth
The pharmaceutical industry showed high sales growth rates in the recent past, and a number of
factors suggest that this trend will continue in the future. Some of these factors are:
1. According to various studies, a significant portion of elderly population in the United States
and other countries does not receive proper treatment. For example, only about one third of
the U.S. population who requires medical therapy for high cholesterol is actually receiving
adequate treatment. As it is expected, the Medicare Prescription Drug Improvement and
Modernization Act starting from the beginning of 2006 will increase access of senior citizens
to the prescription drug coverage, thus increasing pharmaceutical sales.
2. Although developing countries at the moment have a small portion of world pharmaceutical
sales, these countries also have a significant potential for the pharmaceutical industry in the
future. Fast growing economies in Asia, South America and Central & Eastern Europe
suggest an increasing solvency of population and make these markets more and more
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attractive for “Big Pharma” companies. Further reforms of legislation systems in the
countries of these regions, especially regarding patent protection issues, will inevitably result
in growing pharmaceutical sales.
2.4. KEY CHALLENGES
The main challenges for drug companies come from four areas. First, they must deal with
competition from within and without. Second, they must manage within a world of price controls
that dictate a wide range of prices from place to place. Third, companies must be constantly on
guard for patent violations and seek legal protection in new and growing global markets. Finally,
they must manage their product pipelines so that patent expirations do not leave them without
protection for their investment.
2.4.1. Competition
The pharmaceutical industry currently represents a highly competitive environment. One can
distinguish three layers of competition for “Big Pharma” companies. First, obviously, “Big
Pharma” companies compete among themselves. Although not all leading pharmaceutical
companies cover all segments of pharmaceutical market, almost all of them are active in R&D
and production of drugs in the segments with the highest potential – such as treatment of
infectious, cardiovascular, psychiatric or oncology diseases. Secondly, “Big Pharma” companies
experience significant profit losses due to competition from the generic drug manufacturers.
Opposite to the research-oriented pharmaceutical companies, which invest significant financial
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resources and time to develop new medicines, generic drug manufacturers spend minimum
resources on R&D, and start manufacturing already developed by other companies drugs after
their patent expiration. Because generic drug manufacturers do not have to recoup high R&D
costs, prices of their products are usually much lower than those of major pharmaceutical
companies; as the result, after patent expiration, generic drugs manufacturers capture significant
market share, dramatically decreasing revenues of the “Big Pharma” companies. Finally, the
whole pharmaceutical industry competes with other health care industries. In this case,
pharmaceutical companies should not only demonstrate high efficiency of their products, but
also provide obvious proof of cost advantages in comparison with other forms of care.
2.4.2. Price Control
Pharmaceutical companies have to operate in a highly regulated environment; the degree of
regulation to a significant extent depends on the country and type of the product. One of the most
important aspects of government regulation for pharmaceutical companies is price regulation,
and different countries have different policies on this issue. In the United States –the largest and
the most attractive pharmaceutical market – currently there is no direct price control for non-
government drug sales. At the same time, it is expected that Medicare
Prescription Drug Improvement and Modernization Act will potentially increase downward price
pressure. The majority of European countries control drug prices, and this downward pressure on
prices has been increasing during last year. Japan has even stricter price controls than European
countries; all prices are controlled by the government, and they are subject to a periodic price
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review. As the result of price control, prices of the same products can significantly differ in
different countries.
2.4.3. Protection of Patents
Generic drugs manufacturers represent a significant threat to research-based pharmaceutical
companies. For example, Schering-Plough’s Claritin patent expired in 2002; as the result of
generic drug competition, sales of Claritin by Schering-Plough declined from $3.2 billion in
2001 to $1.8 billion in 2002 and to $0.37 billion in 2003.Moreover, generic drugs manufacturers
sometimes start production of patent-protected drug analogues even before a patent expires.
Although research-oriented companies in many cases are able to protect their patents, they do
suffer from lost revenues. Therefore, protection of patents is one of the key conditions necessary
for further development of the pharmaceutical industry. At the same time, non-efficient
legislation that does not provide the necessary level of patent protection is one of the factors that
hamper expansion of “Big Pharma” companies to the developing countries.
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2.4.4. Drugs Portfolio Management
Drug portfolio management is one of the most important determinants of long-term prosperity of
research-oriented pharmaceutical companies. First, it takes an extremely long time to develop a
new drug, and only a very small portion of all projects is successful. Projects that the company
starts today will determine its financial performance 10-15 years later. Therefore, careful
planning of R&D projects is very important for the long-term stability of the company. Second,
in so far as patents keep exclusivity of drugs only during a limited time, and soon after the
expiration of the patent the sales of the drug sharply go down, the company has to carefully
monitor its patent expiration dates, and insure that new products become available by that date.
Otherwise, we are reminded of the case of Shering- Plough, when after expiration of its major
drug patent the company did not have a new product of similar value and the company
experienced losses in 2003 and 2004. Definitely, planning errors or rapidly changing demand in
the industry can be corrected by acquisition of smaller research companies or patents from
competitors, but in any of these cases the company will have to pay a premium price, thus
reducing its profitability.
2.5. MAJOR PLAYERS IN THE MARKET
The pharmaceutical industry is characterized by a high level of concentration of multinational
companies dominating the industry. Tab. below contains information about the top 10
pharmaceutical companies across the globe that is sorted in the order of their 2009 revenues of
pharmaceutical products in terms of US dollars.
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Company CountryCompany Country Total Revenues
(USD millions)
Johnson & Johnson United States 61,897
Pfizer United States 50,009
Roche Switzerland 45,304
GlaxoSmithKline United Kingdom 44,421
Novartis Switzerland 44,267
Sanofi-Aventis France 40,870
AstraZeneca United Kingdom 32,804
Abbott Laboratories United States 30,800
Tab.2.2: Major Players in Pharmaceutical Market
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2.6. CONCLUSION
Given the changing trends in the industry's global value chain and gradual shifts in international
trade patterns, if the former pioneers (US, UK, Switzerland, and Germany) wish to remain
competitive, they need to expand the development of new drugs. Otherwise, they will face a
continuing of the intensified competition from developing nations that has appeared over the last
decade as outsourcing investment in drug discovery and product development has grown. Also,
as major patents expire and generic companies in countries like Israel and India enter these
markets, this will be put added pressure from emerging economies on the former pioneer nations.
The political determinants that govern the pharmaceutical industry are all regulated by the Food
and Drug Administration. The government established this organization to protect the health and
safety of all customers by ensuring the quality of all drugs produced. As a result the regulations
are extremely strict and few drugs are actually passed and reach the open market. Entering the
field takes an immense amount of capital, due to the time needed to research, test and produce
the drugs. Also drugs that have already been created are protected under WTO patents. But, once
a successful drug is marketed, the industry can be very lucrative. The demand for
pharmaceuticals is relatively Tab. even if other markets decrease in an economic slump, so with
constant research and production of new drugs, a company can benefit largely. This therefore
would ensure global competitiveness and success for a corporation; that is if the drugs also
passed the other nations regulations. Over the past 50 years, the pharmaceutical industry has
experienced tremendous growth and change. Along with this growth has come a series of
pressures to unite the industry under international standards and regulations. These international
regulatory guidelines have increased the barriers to entry in the international market and have
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driven top firms to create voluntary corporate standards. Also, the idea of "corporate social
responsibility" has recently emerged as companies attempt to avoid liability issues and decrease
their impact on the environment. In addition, environmental certification issues are a becoming
driving force for change in the pharmaceutical industry. In the future, if pharmaceutical
companies are able avoid liability issues by adjusting social and environmental regulations; they
will be very competitive in the international marketplace.
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CHAPTER NO 3: INDIAN PHARMACEUTICAL INDUSTRY
Pharmaceutical Industry in India is one of the largest and most advanced among the developing
countries. It is ranked 4th in volume terms and 11th in value terms globally. It provides
employment to millions and ensures that essential drugs at affordable prices are available to the
vast population of India. Indian Pharmaceutical Industry has attained wide ranging capabilities in
the complex field of drug manufacture and technology. From simple pain killers to sophisticated
antibiotics and complex cardiac compounds, almost every type of drug is now made
indigenously. Indian Pharmaceutical Industry is playing a key role in promoting and sustaining
development in the vital field of medicines. Around 70% of the country's demand for bulk drugs,
drug intermediates, pharmaceutical formulations, chemicals, Tab., capsules, orals and vaccines is
met by Indian pharmaceutical industry. A number of Indian pharmaceutical companies adhere to
highest quality standards and are approved by regulatory authorities in USA and UK. The Indian
pharmaceutical industry traditionally relied on “reverse engineering” i.e. product copying,
through which vast profits were made. In recent years, however, the larger domestic companies
have realized the need to undertake original research and / or penetrate into the regulated
generics markets in the USA/EU in order to survive in the global market. At the same time, the
Indian pharmaceutical industry is renowned for supplying affordable generic versions of
patented drugs for illnesses like HIV/AIDS to some of the world’s poorest countries. Some of the
strategies that have been followed by Indian pharmaceutical companies for their growth in the
global markets have been as follows:
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Geographic diversification with few companies focusing on increasing presence in the
regulated markets and others exploring the developing/under-developed markets of the
world.
As a part of diversification strategy, some of the companies have acquired brands, facilities
and businesses overseas. Some companies have even started their local marketing in foreign
markets.
Partnerships for supply of bulk drugs and formulations with the generic companies as well as
innovators.
For regulated markets such as the US, there are companies focusing on value added generics,
niche segments or patent challenges in the US.
Focus on offering research and manufacturing services on a contractual basis (CMOs and
CROs) Apart from these strategies Indian companies have to devise newer strategies
continuously to survive in the highly competitive global market in an industry that is
characterized by high capital requirement, high technical requirement, high process skills,
high value addition prospects, high export volumes, high market sophistication. Indian
companies are following the route of mergers and acquisitions to make inroads in the foreign
markets. They need to consolidate further in different parts of the world to become trans-
national players. Indian companies will have to rise above the statement of Michael Porter,
that most multi-national firms are just national firms with international operations. They shall
certainly be at an advantage, as their strong national identities will give them a competitive
advantage in the global markets.
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3.1. HISTORY
The pharmaceutical industry in India has evolved through three phases over the past 50 years.
The first was the period prior to 1970, when the industry was relatively small in terms of
production capacities. The second phase spanned the late 1970s to the early 1990s, a period
during which the industry experienced policy-induced growth. In its third phase, during the
1990s, much of the regulatory structure that the Government had imposed during the previous
two decades was dismantled. Even as late as the mid-1970s, India had a relatively small
pharmaceutical industry, with a total production of just over US$ 600 million. During the
subsequent four years, the total output of the industry more than doubled, the major contribution
being made by formulations, which accounted for 85 per cent of total production. In the 70’s 43
were affiliates of foreign firms in which the parent firms' share in equity holdings exceeded 40
per cent. These foreign affiliates were deemed to be “foreign-controlled” firms, in accordance
with the guidelines stated by the Foreign Exchange Regulation Act of 1973 (commonly known
as FERA). This indicates that foreign industry had a disproportionately high share in total
production in the mid-1970s. They produced 42 per cent of bulk drugs and formulations put
together and about 38 per cent of the bulk drugs produced by the Indian industry. Major changes
that contributed in the growth of this sector are enumerated below:
3.1.1. The Policy Regime since 1970s
Three critical policy initiatives taken by the Government marked a turnaround in Indian
Pharmaceutical Industry:
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a) The Drugs Price Control Order (DPCO), which was adopted in 1970.
b) Adoption of the new Patents Act, which became effective in 1972
c) Adoption of a new drug policy in 1978.
The above-mentioned policy initiatives were taken with two broad objectives in view:
(i) To develop a strategy for the expansion of the domestic pharmaceutical industry by relying
essentially on Indian enterprises, and (ii) to establish a structure for keeping the prices of drugs
within affordable limits.
3.1.1.1. DPCO, 1970
On 16 May 1970, a comprehensive order was promulgated under Section 3 of the Essential
Commodities Act and in super cession of all the earlier orders on the subject. This order was
called the Drugs (Prices Control) Order, 1970. In its introductory form, DPCO was a direct
control on the profitability of a pharmaceutical business, and an indirect control on the prices of
pharmaceuticals. The government stipulated that a company’s pre-tax profit from its
pharmaceutical business should not exceed 15% of its pharmaceutical sales (net of excise duty
and sales tax). In case profits exceeded this sum, the surplus was deposited with the government.
So, a pharmaceutical company had the freedom to decide the prices of its products. Product-wise
margins were also flexible, so long as the overall margin did not exceed the stipulated norm.
Since individual product prices did not require approval from the government, bureaucratic
hurdles were low. At that time, the Indian pharmaceutical industry was largely dominated by
MNC affiliates and subsidiaries. These MNCs were hardly affected by the relatively mild form
of DPCO and continued operating in the domestic market. However, FERA (Foreign Exchange
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Regulations Act) which came in mid 70s did curb the operations of MNCs. Overall, the Indian
pharma industry prospered from 1970 to the next DPCO in 1979. The first step towards evolving
a comprehensive policy regime for the Indian pharmaceutical industry was taken by the setting
up of the Hathi Committee in 1974. The Committee had an exhaustive mandate that aimed at
the realization of the two broad objectives mentioned above. The Hathi Committee presented its
recommendations in 1975.
3.1.1.2. The Hathi Committee, 1974
The Hathi committee report which, under chapter –IV stated - “The committee believes that
health care has a direct relationship with socio economic growth of the country and a welfare
state should treat production, procurement and distribution of essential drugs, as a social
responsibility just as import as ensuring supply of food and shelter. With a view to tackling the
problem of large scale production of a Statutory Body which may be called the National Drug
Authority of India (NDA)”. The report had mentioned several functions for NDA. The
Government of India, however, did not accept this recommendation and no action was taken for
creating NDA. Thus the drug policy formulated by Government of India for the first time in
1978 did not include the concept of NDA.
3.1.1.3. The New Drug Policy of 1978
The new drug policy announced by the Government in 1978 had the following five broad
objectives:
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(i) To develop a strong Indian sector with the public sector playing a leading role;
(ii) To channel the activities of the foreign firms in accordance with the national priorities
and objectives;
(iii) To deepen the production base of the domestic industry by ensuring that the production
of drugs took place from as basic a stage as possible;
(iv) To encourage research and development and improve the technological sinews of the
industry; and
(v) To provide drugs to consumers at reasonable prices.
3.1.2. Post-Liberalisation
As an integral part of economic reforms, the industrial, trade and technology policy framework
that had evolved from 1950s to late 1980s was considerably changed in the 1990s. The New
Industrial Policy (NIP) announced on 24th July 1991 and subsequent amendments brought far
reaching changes in the policy regime evolved thus far. The liberalisation of the economy in
1991 had a major impact on the two vital policies (Drug Policy and Price Controls) related to the
pharmaceutical industry which are discussed below.
3.1.2.1. Drug Policy
In September 1994, government announced a revision of the Drug Policy, 1986 making major
modifications. The modifications included: abolishing licensing policy for all bulk drugs except
those reserved exclusively for the public sector units and other using new technologies, removing
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limitations on the use of imported bulk drugs, allowing foreign holdings up to 51 percent, and
automatic approval for foreign technology agreements in the case of almost all drugs. Later on,
the pharmaceutical industry was included in the list for automatic approval up to 74 per cent in
March 2000 and to 100 per cent in December 2001.
3.1.2.2. Price Controls
Another aspect of the reforms has been substantial dilution of the price controls. The Drug
Policy, 1994 liberalized the criteria for selecting drugs for price controls. In line with the changes
in drug policy a new DPCO was notified in January 1995 bringing down the number of drugs
under the ambit of price controls to 74 from 166 (as was under DPCO, 1987). These 74 drugs
accounted for only about 40 percent of the total market thus setting the bulk of the
pharmaceuticals market out of price controls. The exemption period for new drugs, produced
through indigenous R&D was also increased from 5 years to 10 years. Although, the piecemeal
reforms have been criticized for slow industrial progress gradual liberalization of the policy
regime from overbearing governmental control to subtle emergence of ‘open market’ principles
gave time and opportunity to firms and the local administration to adapt to the changing
scenarios. The policy regime adopted for the pharmaceutical industry in India thus changed from
one in which the industry was subjected to government controls in the 1970s to one that was
almost completely guided by market forces two decades later. This changed scenario can be best
understood by looking at the sharply declining number of bulk drugs under price control since
1970, the year in which the first DPCO was introduced in the country.
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3.2. INDUSTRY STRUCTURE
The Pharmaceutical industry in India is fragmented with over 3,000 small/medium sized generic
pharmaceutical manufacturers. It has over 20,000 units out of which 300 units are in the
organized sector; while others exist in the small scale/unorganized sector. The leading 250
pharmaceutical companies control 70% of the market with market leader holding nearly 7% of
the market share. There are also 5 Central Public Sector Units that manufacture drugs. These
companies are:
Indian Drugs & Pharmaceuticals
Hindustan Antibiotics Ltd.
Bengal Chemical and Pharmaceuticals Ltd.
Bengal Immunity Ltd.
Smith Stanistreet Pharmaceuticals Ltd.
The Indian pharmaceutical industry consists of manufacturers of bulk drugs and formulations.
Bulk drugs include the active pharmaceutical ingredients (APIs) which are used for the
manufacture of formulations. According to estimates, the proportion of formulations and bulk
drugs is in the order of 75:25. There are over 60,000 formulations manufactured in India in more
than 60 therapeutic segments. More than 85% of the formulations produced in the country are
sold in the domestic market. India is largely self-sufficient in case of formulations, though some
life saving, new-generation-technology-barrier formulations continue to be imported. The Indian
pharmaceutical industry has the highest number of plants approved by the US Food and Drug
Administration outside the US. It also has the large number of Drug Master Files (DMFs) filed
which gives it access to the high growth generic bulk drugs market. The industry now produces
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bulk drugs belonging to all major therapeutic groups requiring complicated manufacturing
processes and has also developed “good manufacturing practices” (GMP) compliant facilities for
the production of different dosage forms. Setting up a plant is 40% cheaper in India compared to
developed countries and the cost of bulk drug production is 60-70 percent less. The strength of
the industry is in developing cost effective technologies in the shortest possible time for drug
intermediates and bulk activities without compromising on quality. In accordance with WTO
stipulations, India grants product patent recognition to all New Chemical Entities.
3.3. INDUSTRY SEGMENTATION
Indian pharmaceutical industry can be widely classified into bulk drugs, formulations and
contract research. Bulk drugs are the Indian name for Active Pharmaceuticals Ingredients (API).
Formulations cover both branded products and generics. Indian pharmaceutical sector is self
sufficient in meeting domestic demand and exports successfully to various markets globally. The
existence of process patents in India till January 2005 fuelled the growth of domestic
pharmaceutical companies and developed them in areas like organic synthesis and process
engineering, as a result of which, Indian pharmaceuticals sector is able to meet almost 95 percent
of the country’s pharmaceutical needs. India is globally recognized as a low cost, high quality
bulk drugs and formulations manufacturer and supplier. Contract Research, a nascent industry in
India has witnessed commendable growth in the last few years. As per Yes Bank /OPPI report
(2007-08), formulation segment (including domestic formulation and formulation exports)
constituted 72%of the total pharmaceutical industry (in terms of sales) while bulk drugs and
contract research constituted 25% and 3% of pharmaceutical industry respectively.
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49%
23%
25%
3%
Percentage Sales of Industry Segment
Domestic Formulation
Formulation Exports
Bulk Drug Exports
Contract Manufacturing
Fig.3.1: Percentage Sales of Industry Segment
3.3.1. Bulk Drugs
Bulk drug industry is the backbone of the Indian pharmaceutical industry. Growth of Indian bulk
drug industry in the last five decades has been impressive and highest among developing
countries. From a mere processing industry, Indian bulk drug industry has evolved into
sophisticated industry today, meeting global standards in production, technology and quality
control. Today, India stands among the top five producers of bulk drugs in the world. The market
is fragmented with far too many players. About 300 organized companies are involved in the
production of bulk drugs in India. Over 70 percent of India’s bulk drug production is exported to
more than 50 countries and the balance is sold locally to other formulators. Indian bulk drug
industry is mainly concentrated in the following regional belts - Mumbai to Ankleshwar,
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Hyderabad to Madras and Chandigarh. Around, 18000 bulk drug manufacturers exist in India.
Some major producers of bulk drugs in Indian pharmaceutical industry are Ranbaxy
Laboratories, Sun Pharma, Cadila, Wockhardt, Aurobindo Pharma, Cipla, Dr. Reddy’s
Laboratories, Orchid Pharmaceuticals & Chemicals, Nicholas Piramal, Lupin, Aristo
Pharmaceuticals, etc. Most are involved in bulk as well as formulations while a few are solely
into bulk drugs.
India is the world’s fifth largest producer of bulk drugs. The market size is expected to grow at
higher percentages in future years with more and more international companies depending on
India to meet their bulk-drug supply needs. Moreover, India is way ahead of competitors in the
total number of Drug Master File (DMF) filings. Of the overall DMF filings to US FDA, the
portion of filings by Indian players has jumped from around 14% in 2000 to 46% of total filings
in 2008( January-June) This growth in proportion speaks volumes about the quality standards
followed in Indian manufacturing facilities. The growing number of DMF filings signifies the
increase in number of contracts that Indian players have garnered. While India has recorded 1671
DMF filings, China shows a tally of 520, the second largest number of DMF filings after India.
In 2009, India’s DMF filings were around 3.5 times that of China -187 from India vis-à-vis 51
from China. The bulk drug segment is a low-margin and volume-driven business. The thrust is
on manufacturing. In manufacturing operation, efficiency through better process skills to reduce
both manufacturing time and cost is critical. Low cost manufacturing is a distinct advantage
gained by Indian companies over a period of time with a steep learning curve. Bulk Drugs
exports have grown significantly in the past on account of growth in generic industry, increasing
share of Indian companies in DMF filings and contract manufacturing opportunity. As already
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explained, India has carved a niche for itself by being one of the largest bulk drug suppliers.
India offers a number of distinctive advantages in the pharmaceutical industry, India has many
local manufacturing equipment manufacturers. These equipments are of high quality and low
cost, thus reducing the cost of capital. According to industry estimates, Indian companies are
able to reduce the upfront capital cost of setting up a project by as much as 25-50%due to locally
manufactured equipment and high quality technology/engineering skills.
Competition in the India’s domestic formulation market has made it IneviTab. for API suppliers
to continuously develop alternative production methods to improve yield or reduce costs. This
ensures that India has a significant cost advantage due to process engineering. Apart from
availability of a high number of skilled chemists, India also offers scientists with vast experience
and unmatched skills. The scientific staff in India though equivalent or better qualified are also
available at a fraction of the cost. This makes Indian research firms more competitive than many
international firms while being cost competitive. Labor costs are also low in India, being almost
1/7th of that in many developed countries and offer an obvious cost advantage.
3.3.2. Formulations
Formulations are broadly categorized into patented drugs and generic drugs. A patented drug is
an innovative formulation that is patented for a period of time (usually 20 years) from the date of
its approval. A generic drug is a copy of an expired patented drug that is similar in dosage,
safety, strength, method of consumption, performance and intended use. Formulation Industry
can be subdivided into two segments:
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3.3.2.1. Domestic Formulation Industry
Between 2004 and 2010, the domestic formulation industry grew at a CAGR of 14% from
around USD4.3 billion in 2004 to USD 8.4 billion in 2010. Demand in India is growing
markedly due to rising population, increasing per capita income, increasing access to medicine,
especially in the rural areas and an increasing population of over sixty years of age.
3.3.2.2. Indian Formulation Exports
Indian formulation exports grew at a CAGR of 23.2% touching around USD 4 billion in 2009-
10. The growth has been spurred mainly due to the focus on regulated markets by most Indian
companies, thereby increasing revenues.
3.3.3. Contract Research and Manufacturing
Increasing costs of R&D, coupled with low productivity and poor bottom lines, have forced
major pharmaceutical companies worldwide to outsource part of their research and
manufacturing activities to low-cost countries, thereby saving costs and time in the process. The
global pharmaceutical outsourcing market was worth USD57.2 billion in 2007. It is growing at a
CAGR of 10% to reach USD76 billion by 2011. Global market for Contract Research and
Manufacturing Services (CRAMS) in 2010 is estimated to be USD55.48 billion. Out of the total
global CRAMS market, contract research was USD16.58 billion, growing at a CAGR of 13.8%
and contract manufacturing was USD38.89 billion accounting for the major share (approximately
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68%) of the total global pharmaceutical outsourcing market. India, with more than 80 US FDA-
approved manufacturing facilities, is one of the most preferred locations for outsourcing
manufacturing services in India by the multinationals and global pharmaceutical companies. The
Indian pharmaceutical outsourcing market was valued at USD1.27m in 2007 and now it has
reached to USD3.33 billion by 2010, growing at a CAGR of 37.6%. The Indian CRAMS market
stood at USD1.21 billion in 2007, and now it has reached to USD3.16 billion by 2010. India
holds the lion's share of the world's contract research business as activity in the pharmaceutical
market continues to explode in this region. Over 15 prominent contract research organisations
(CROs) are now operating in India attracted by her ability to offer efficient R&D on a low-cost
basis. Thirty five per cent of business is in the field of new drug discovery and the rest 65 per
cent of business is in the clinical trials arena. India offers a huge cost advantage in the clinical
trials domain compared to Western countries. The cost of hiring a chemist in India is one-fifth of
the cost of hiring a chemist in the West.
3.4. CRITICAL SUCCESS FACTORS
The rules of pharmaceutical business are changing. Indian pharmaceutical companies can no
longer get away with plundering intellectual properties of multinational companies.
Pharmaceutical business has become a new ballgame altogether after the introduction of product
patents in January 2005.
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3.4.1. New Product Development
3.4.1.1. Pre 2005
New product development efforts of Indian pharmaceutical companies in process patents era
were limited to reverse engineering molecules discovered by other companies. Thanks to
absence of product patents, Indian companies did not have to go through long winded drug
development process. Nor did Indian companies have to expend any effort on research focus.
Indian companies simply zeroed in on blockbuster drugs and tried to come up with an alternative
process as fast as they could. The focus of the Indian companies was to launch a copy of a
blockbuster drug ahead of their rivals in India and abroad.
Key areas to focus on R&D for Indian companies:
1. Potential product identification
a) Complex API
b) Complex finished product
c) Commercial potential of products
d) Out-licensing opportunity to MNCs
2. Novel Drug Delivery System (NDDS)
3. New Drug Development
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3.4.1.2. Post 2005
A large number of drugs are going “off patent” in the next few years. According to IMH Health,
more than $60 billion worth of drugs are going “off patent” by 2011. Thus, Indian companies
will not be short of new products for at least another two years. In the long run, however Indian
companies may find it hard to make money from drugs coming off patent. Already competition
in generic market is intense and likely to increase further in the future. Hence, new molecules
rather than generics will drive revenues and profits in the product patents area. Indian companies
need to discover new drugs either through their own efforts or research alliances. Perhaps
licensing deals with multinationals could also provide Indian companies access to new drugs.
Focus on basic research will come with its own issues. Indian companies will have to acquire the
skills of identifying research areas that offer excellent revenue and profit potential. This will
entail a closer tracking of disease profiles and related therapies as well as keeping a close tab on
the research programmes of rivals. Besides, Indian companies will have to pay more attention to
economics of drug development process. A product patent is granted for a period of 20 years
3.4.2. Therapeutic Coverage
3.4.2.1. Pre-2005
In the absence of product patents, Indian pharmaceutical companies did not feel the need to focus
on specific therapeutic areas. Most Indian pharmaceutical companies eschewed narrow focus and
tried to cover as many therapeutic areas as possible. Now the product portfolio of many Indian
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companies has considerable breadth and depth. Given the price controls in the market,
diversification worked to the advantage of companies in the domestic markets. In the export
markets, a wider product portfolio gave companies the option of picking and choosing from an
array of opportunities.
3.4.2.2. Post 2005
Opinion is divided over the therapeutic strategy that Indian companies should pursue in product
patent era. Some companies believe that focus on select therapeutic segment will fetch them
greater dividends in terms of new chemical entities and market share. Other companies believe
such a strategy is risky given the size of Indian companies and that a big setback in research
could sink the company. Instead such companies are pursuing a de-risking strategy of building a
wide product portfolio. In the domestic market, such a strategy will result in economies of scale
at production and marketing stage, putting the company in a better place to weather competition
from multinationals. In the export markets even after the introduction of product patents,
products under patent protection will comprise only 15 percent of the market. So a vast chunk of
the market will be still open for competition although margins will be wafer thin.
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3.4.3. Exports
3.4.3.1. Pre-2005
Most Indian companies focused on exports. Exports improve the valuation of companies owing
to higher margin in overseas markets. Indian companies built fortunes by making cheaper
versions of blockbuster drugs and selling them in domestic and export markets. Indian
companies built especially strong position in manufacture of bulk drugs. Out of the total exports,
formulations constituted 55 percent and bulk drugs constituted 45 percent. Success in export
market allowed some Indian companies to build a strong position in the domestic market
organically and through acquisitions of brands and companies.
3.4.3.2. Post 2005
An export has continued to be a priority for Indian companies. Major blockbuster drugs will
come off patent in the near future, creating a big generic opportunity for Indian companies. Also,
a growing demand for anti-AIDS drugs in Africa will keep Indian companies busy. Exports have
and will continue to provide Indian companies with the strength to withstand the onslaught of
multinationals in the domestic market.
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3.4.4. Low Cost Production through Scale
3.4.4.1. Pre-2005
Indian pharmaceutical companies have mastered the science of producing drugs cheaply. Thanks
to benign patents regime, Indian companies have developed a high level of chemical synthesis
skills. The absence of development costs together with efficient production has enabled Indian
companies to establish a solid position in bulk drug manufacturing. But scale did not receive as
much importance as it should have, because the cost of Indian pharmaceutical companies was
already low owing to aforesaid reasons. Many Indian companies did not find the return on
investment of world class plants compelling enough.
3.4.4.2. Post 2005
By 2011, drugs worth $60 billion will come off patent, presenting a huge generic opportunity to
Indian companies. But the competition in the generic market will be brutal, resulting in thin
margins. The cost of production will hold the key to success in the generic market. The
production cost in turn depends on scale. Indian pharmaceutical companies need to build global
scale to stand a chance in the generics market.
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3.5. PHARMACEUTICAL REGULATORY BODIES IN INDIA
3.5.1. National Pharmaceutical Pricing Authority (NPPA)
NPPA is an organization of the Government of India which was established, to fix/ revise the
prices of controlled bulk drugs and formulations and to enforce prices and availability of the
medicines in the country, under the Drugs (Prices Control) Order 1995.
The organization is also entrusted with the task of recovering amounts overcharged by
manufacturers for the controlled drugs from the consumers.
It also monitors the prices of decontrolled drugs in order to keep them at reasonable levels.
3.5.2. Central Drugs Standard and Control Organization (CDSCO)
CDSCO lays down standards and regulatory measures of drugs, cosmetics, diagnostics and
devices in the country. It regulates clinical trials and market authorization of new drugs. It also
publishes the Indian Pharmacopeia. The main functions of the Central Drug Standard Control
Organization (CDSCO) include control of the quality of drugs imported into the country, co-
ordination of the activities of the State/UT drug control authorities, approval of new drugs
proposed to be imported or manufactured in the country, laying down of regulatory measures and
standards of drugs and acting as the Central Licensing Approving Authority in respect of whole
human blood, blood products, large volume parenterals, sera and vaccines. The CDSCO
functions from 4 zonal offices, 3 sub-zonal offices besides 7 port offices. The four Central Drug
Laboratories carry out tests of samples of specific classes of drugs.
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3.5.3. Department of Chemicals & Petrochemicals (DCP)
DCP is responsible for the policy, planning, development, and regulation of the chemical,
petrochemical, and pharmaceutical industries in India. This department aims:
To provide impartial and prompt services to the public in matters relating to chemical,
pharmaceutical and petrochemical industries
To take steps to speedily redressal of grievances received
To formulate policies and initiate consultations with Industry associations and to
amend them whenever required
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CHAPTER NO 4: COMPETITIVE ANALYSIS OF PHARMACEUTICAL
INDUSTRY
4.1. PORTERS 5 FORCE ANALYSIS OF INDUSTRY
4.1.1. Threat to Entry (entry barrier)
In pharma industry there are various stumbling blocks to enter the market. Since the industry is
one of the very high profile industry and a very profiTab. one also. Industry being profiTab. then
the entry barriers should be low but the nature of industry, the products and its relationship with
the external environment makes it difficult for the firm to enter into pharmaceutical industry. For
pharma industry some of the barriers are
4.1.1.1. Government Policies and FDA Regulations
Government policies regarding the infrastructure required and the licensing procedure to produce
drugs pose initial barriers. Also with the new patent law commencing from 2005, it would
become difficult to enter the industry, as till now in India the patent was only process patent and
not product patent therefore anybody could obtain a license and manufacture the products, but
after 2005 it would become necessary to own molecules of its own and formulate drugs on the
same. FDA is an international body, which looks after all the functioning of the firm of pharma
industry. According to FDA any new firm entering the industry should not only have complete
infrastructure facilities but it should also have required manpower and certain SOP mentioned by
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FDA are needed to be followed, which now include setting up R&D facility compulsorily for all
firms.
4.1.1.2. Cost Disadvantages Independent of Economies of Scales
The government policy and FDA regulations are stricter and the patent law has made major
barriers to entry. Cost disadvantages would be in the form of product technology. As discussed
earlier till now in India it was the process patentised but now any molecule discovered by a
particular firm would be the sole applicant of the formulation of that molecule or final product
along with the technology to manufacture the product.
4.1.1.3. Capital Requirements
Pharma industry is highly capital-intensive industry. The nature of huge investments in setting up
manufacturing facilities and R&D facilities is a discouraging factor for the new entrant. In case
of pharma industry, it has been made mandatory for the firms to invest at least 4% of the equity
capital in to R&D.
4.1.2 Rivalry among Existing Firms
Though there is high competition within the firms of pharma industry but other factor such as its
relationship with Healthcare Industry makes competition and rivalry a backseat. The market
share of top five-pharma company in 2009-10 is
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Sr.No.
Company Market Share
1. Ranbaxy 4.53%
2. Dr. Reddy Lab 4.87%
3. Cipla 5.38%
4. GlaxoSmithkline Pharma 1.82%
5. Sun Pharma 2.60%
Tab.4.1: Market Share of Top Five Pharmaceutical Companies India
Also the growth of industry is very high and hence market share becomes a latent factor in terms
of rivalry. The special case of this industry is that this industry follows not only concept but is
more inclined towards societal marketing.
The fixed or storage costs are high in case of pharma industry and hence firms in this industry
take various measures like sometimes outsourcing for improving upon storage costs. Many times
firms have to collaborate with each other for certain productions and operations of certain nature.
Products in this case are very important factor for competition. Standardization of any sort of
product by any firm can lead to monopoly too. The price though can become a major tool for
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competition, but the social environment does not allow this strategy to gain impact. Distribution
of the all firms is almost same; hence there is no difference
4.1.3. Bargaining Power of the Buyers
The importance of the product is much higher to the buyer in terms of total cost. The bargaining
power of the buyer in this industry is almost nil as compared to other industry. For the final
consumers, the products are life saving drugs and buyers are ready to pay any amount to buy the
product so the bargaining power of buyers at the time of requirement is low.
4.1.4. Bargaining Power of the Supplier
Suppliers are abundant in this industry hence the bargaining power of suppliers is much higher.
Switching costs are very low, but the substitutability of the product is nil. The products are
bought by the buyer in bulk and hence the supplier is keen to have a long-term relationship with
the buyer, hence for the supplier buyer is very important link to maintain him in the industry.
4.1.5. Threat of Substitute
In Pharma industry, there is threat of substitutes since the industry produces life saving drugs.
The substitutes of these products are:
Ayurveda
Unani
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Homeopathy
Acupressure
Acupuncture
4.1.6. Conclusion
This model gives a fair idea about the industry in which a company operates and the various
external forces that influence it. However, it must be noted that any industry is not static in
nature. It’s dynamic and over a period of time the model, which have used to analyse the
pharmaceutical industry may itself evolve.
Going forward, we foresee increasing competition in the industry but the form of competition
will be different. It will be between large players (with economies of scale) and it may be
possible that some kind of oligopoly or cartels come into play. This is owing to the fact that the
industry will move towards consolidation. The larger players in the industry will survive with
their proprietary products and strong franchisee.
In the Indian context, companies like Cipla, Ranbaxy and Glaxo are likely to be key players.
Smaller fringe players, who have no differentiating strengths, are likely to either be acquired or
cease to exist. The barriers to entry will increase going forward. The change in the patent regime
has made sure that new proprietary products come up making imitation difficult. The players
with huge capacity will be able to influence substantial power on the fringe players by their
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aggressive pricing thereby creating hindrance for the smaller players. Economies of scale will
play an important part too. Besides government will have a bigger role to play.
4.2. PEST ANALYSIS
Technological advancements, tighter regulatory-compliance overheads, rafts of patent expiries
and volatile investor confidence have made the modern pharmaceutical industry an increasingly
tough and competitive environment. Below is an analysis of the structure of the pharmaceutical
industry using the PEST (political, economic, social and technological) model. To understand the
implications of the environment on any industry it is imperative to study the four cardinal
influencers on the industry namely Political, Economic, Social and Technological factors. It is
rather unfortunate that in India these factors have a rather disproportionate influence on the
functioning of a commercial organization. From the days of independence the business
environment has been overly regulated by a handful of bureaucrats, middlemen, businessmen
and politicians. It’s only a decade since the country has seen an emergence of a political thought
that encourages free enterprise. A welcome change indeed!
4.2.1. Political Factors
Today there is political uncertainty in the air. A combination of diverse political thought have
got together to cobble together a rag-tag coalition, that is riddle with ideological
contradictions. Therefore, any consistent political or economic policy cannot be expected.
This muddies the investment field.
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The Minister in charge of the industry has been threatening to impose even more stringent
Price Control on the industry than before. This is throwing many an investment plan into the
doldrums.
DPCO which is the bible for the industry has in effect worked contrary to the stated
objectives. DPCO nullifies the market forces from encouraging competitive pricing of goods
dictated by the market. Now the pricing is determined by the Government based on the
approved costs irrespective of the real costs.
Effective January, 2005 the country goes in for the IPR (Intellectual Property Rights) regime,
popularly known as the Patent Act. This Act will impact the Pharmaceutical Industry the
most. Thus far an Indian company could escape paying a patent fee to the inventor of a drug
by manufacturing it using a different chemical route. Indian companies exploited this law and
used the reverse-engineering route to invent a lot of alternate manufacturing methods. A lot
of money was saved this way. This also encouraged competing company to market their
versions of the same drug. That meant that the impurities and trace elements found in
different brands of the same substance were different both in qualification as well as in
quantum. Therefore different brands of the same medicine were truly different. Here
Branding actually meant quality and a purer brand actually had purer active ingredient and
lesser or less toxic impurities. Product patent regime will eliminate all this. Now, a patented
drug would be manufactured using the same chemical route and would be manufactured by
the inventor or his licentiates using the chemicals with same specifications. Therefore, all the
brands of the same active ingredient would not have any difference in purity and impurities.
The different brands would have to compete on the basis of non input-related innovations
such as packaging, color, flavors, Excipients etc. This is the biggest change the environment
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is going to impose on the industry. The marketing effort would be now focused on logistics,
communications, and economy of operation, extra-ingredient innovations and of course
pricing.
In Pharma industry there is a huge PSU segment which is chronically sick and highly
inefficient. The Government puts the surpluses generated by efficient units into the price
equalization account of inefficient units thereby unduly subsidizing them. On a long term
basis this has made practically everybody inefficient.
Effective the January, 2005 the Government has shifted from charging the Excise Duty on
the cost of manufacturing to the MRP thereby making the finished products more costly. Just
for a few extra bucks the current government has made many a life saving drugs unaffordable
to the poor.
The Government provides extra drawbacks to some units located in specified area, providing
them with subsidies that are unfair to the rest of the industry, bringing in a skewed
development of the industry. As a result Parma units have come up at place unsuiTab. for a
best cost manufacturing activity.
4.2.2. Economic Factors
India spends a very small proportion of its GDP on healthcare (A mere 1%). This has stunted
the demand and therefore the growth of the industry.
Per capita income of an average Indian is low (Rs. 12,890), therefore, spending on the
healthcare takes a low priority. An Indian would visit a doctor only when there is an
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emergency. This has led to a mushrooming of unqualified doctors and spread of non
standardized medication.
The incidence of Taxes is very high. There is Excise Duty ( State & Central), Custom Duty,
Service Tax, Profession Tax, License Fees, Royalty, Pollution Clearance Tax, Hazardous
substance (Storage & Handling) license, income tax, Stamp Duty and a host of other levies
and charges to be paid. On an average it amounts to no less than 40-45% of the costs.
The number of Registered Medical practitioners is low. As a result the reach of
Pharmaceuticals is affected adversely.
There are only 50, 00,000 Medical shops. Again this affects adversely the distribution of
medicines and also adds to the distribution costs.
India is a high interest rate regime. Therefore the cost of funds is double that in America.
This adds to the cost of goods.
Adequate storage and transportation facilities for special drugs are lacking. A study had
indicated that nearly 60% of the Retail Chemists do not have adequate refrigeration facilities
and store drugs under sub-optimal conditions. This affects the quality of the drugs
administered and of course adds to the costs.
India has poor roads and rail network. Therefore, the transportation time is higher. This calls
for higher inventory carrying costs and longer delivery time. All this adds to the invisible
costs. Its only during the last couple of years that good quality highways have been
constructed.
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4.2.3. Socio-Cultural Factors
Poverty and associated malnutrition dramatically exacerbate the incidence of Malaria and
TB, PrevenTab. diseases that continue to play havoc in India decades after they were
eradicated in other countries.
Poor Sanitation and polluted water sources prematurely end the life of about 1 million
children under the age of five every year.
In India people prefer using household treatments handed down for generations for common
ailments.
The use of magic/tantrics/ozhas/hakims is prevalent in India.
Increasing pollution is adding to the healthcare problem.
Smoking, gutka, drinking and poor oral hygiene is adding to the healthcare problem.
Large joint families transmit communicable diseases amongst the members.
Cattle-rearing encourage diseases communicated by animals.
Early child bearing affects the health standards of women and children.
Ignorance of inoculation and vaccination has prevented the eradication of diseases like polio,
chicken-pox, small-pox, mumps and measles.
People don’t go in for vaccination due superstitious beliefs and any sort of ailment is
considered as a curse from God for sins committed.
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4.2.4. Technological Factors
Advanced automated machines have increased the output and reduced the cost.
Computerization has increased the efficiency of the Pharma Industry.
Newer medication, molecules and active ingredients are being discovered. As of January
2005, the Government of India has more than 10,000 substances for patenting.
Ayurveda is a well recognized science and it is providing the industry with a cutting edge.
Advances in Bio-technology, Stem-cell research have given India a step forward.
Humano-Insulin, Hepatitis B vaccines, AIDS drugs and many such molecules have given the
industry a pioneering status.
Newer drug delivery systems are the innovations of the day.
The huge unemployment in India prevents industries from going fully automatic as the
Government as well as the Labor Unions voice complains against such establishments.
4.3. SWOT ANALYSIS
The Indian pharmaceutical industry is one of the fast growing sectors of the Indian economy and
has made rapid strides over the years. From being an import dependent industry in the 1950s, the
industry has achieved self-sufficiency and gained global recognition as a producer of low cost
high quality bulk drugs and formulations. Leading Indian companies have developed
infrastructure in over 60 countries including developed markets like US and Europe. In the
recent past, several pharmaceutical companies have demonstrated that they possess the ability to
engage in commercially viable research and development activities and become significant
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players in the international market. SWOT Analysis, is a strategic planning tool used to evaluate
the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business
venture. It involves specifying the objective of the business venture or project and identifying the
internal and external factors that are favorable and unfavorable to achieving that objective.
4.3.1. Strengths
Indian with a population of over a billion is a largely untapped market. In fact the penetration
of modern medicine is less than 30% in India.
The growth of middle class in the country has resulted in fast changing lifestyles in urban and
to some extent rural centers. This opens a huge market for lifestyle drugs, which has a very
low contribution in the Indian markets.
Indian manufacturers are one of the lowest cost producers of drugs in the world. With a
scalable labor force, Indian manufactures can produce drugs at 40% to 50% of the cost to the
rest of the world. In some cases, this cost is as low as 90%.
Indian Pharmaceutical industry posse’s excellent chemistry and process reengineering skills.
This adds to the competitive advantage of the Indian companies. The strength in chemistry
skill helps Indian companies to develop processes, which are cost effective.
Indian pharmaceutical industry is highly developed and the most modern amongst the
developing world.
The pharmaceutical industry has a favourable balance of payment and the quality of our
products, are of international standards.
There is flexibility for the industry to move from one drug to another.
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Strong distribution network of industry. Stronger presence in the foreign markets.
Low manufacturing costs as compared to global norms.
Mature players in the industry have elaborate domestic marketing setups supplied by an
efficient distribution network.
Street smarts in branded generics market, global perspective.
Good blend of eastern and western styles of management.
Superb chemists proven by strong branded generic market share in India by Indian
workforce.
High volume large-scale businesses, experience of running multiple, large, high volume
manufacturing plants and managing 1000 sales people.
Many leading companies already “Globalising” on many levels.
Strong presence in a country with a large growth potential over the next twenty-five years,
based on population and current economic and potential situation.
The new patent product regime will bring with it new innovative drugs. This will increase the
profitability of MNC Pharma companies and will force domestic Pharma companies to focus
more on R&D. This migration could result in consolidation as well. The migration into a
product patent based regime is likely to transform industry fortunes in the long term.
4.3.2. Weaknesses
The NPPA (National Pharma Pricing Authority), which is the authority to decide the various
pricing parameters, sets prices of different drugs, which leads to lower profitability for the
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companies. The companies, which are lowest cost producers, are at advantage while those
who cannot produce have either to stop production or bear losses.
In India Pharmaceutical sector has been marred by lack of product patent, which prevents
global Pharma companies to introduce new drugs in the country and discourages innovation
and drug discovery. But this has provided an upper hand to the Indian Pharma companies.
Indian majors are relying on exports for growth. To put things in to perspective, India
accounts for almost 16% of the world population while the total size of industry is just 1% of
the global Pharma industry.
Due to very low barriers to entry, Indian Pharma industry is highly fragmented with about
300 large manufacturing units and about 18,000 small units spread across the country. This
makes Indian Pharma market increasingly competitive. Indian Pharma market is one of the
least penetrated in the world. However, growth has been slow to come by. The industry
witnesses price competition, which reduces the growth of the industry in value term.
While India accounts roughly 1/6th of the world’s population, it accounts only 1.6% of the
world’s value of pharmaceutical consumption. Only 30% of the population has access to
modern medicines.
R&D efforts to improve product efficacy is a continuous activity and is extremely expensive
and time consuming.
The industry is played by drug policy, price controls special restrictions on licensing etc. It is
passionately hoped that controls would be eased shortly.
The industry is characterized by low margins.
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The buzzword in the pharmaceutical industry is R & D. With the signing of the GATT
agreement it is imperative for the research for discovery and development of new drug
molecule. Unfortunately, R & D is a major drawback of the Indian pharma industry.
Negotiable R & D activity.
Most of the manufacturing facilities are not eligible for exports to the developed world.
“Made in India” label is a handicap on the global markets.
4.3.3. Opportunities
The new patent product regime will bring with it new innovative drugs. This will increase the
profitability of MNC Pharma companies and will force domestic Pharma companies to focus
more on R&D. This migration could result in consolidation as well. The migration into a
product patent based regime is likely to transform industry fortunes in the long term.
Opening up of health insurance sector and the expected growth in per capita income are key
growth drivers from a long-term perspective. This leads to the expansion of healthcare
industry of which Pharma industry is an integral part.
Being the lowest cost producer combined with FDA approved plants, Indian companies can
become a global outsourcing hub for Pharmaceutical products.
Large number of drugs going off-patent in Europe and in the US between 2005 to 2009 offers
a big opportunity for the Indian companies to capture this market. Since generic drugs are
commodities by nature, Indian producers have the competitive advantage, as they are the
lowest cost producers of drugs in the world.
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Pharmaceuticals and bulk drugs are identified as thrust areas for exports by the government
of India.
With economic development, it is presumed that in the next few decades almost 90% of the
population would have access to modern medicine. Thus the growth potentials are immense.
Number of manufacturing units approved by Food and Drug Administration (FDA), USA is
growing and providing vast scope for future growth.
Concentrate on R & D and technical base to create a competitive edge.
Create synergies through joining hands with other operators in the industry. Go for backward
and forward integration to utilize the resources in better manner.
The latest trend in the industry seems to be towards a greater backward integration by
manufacturing bulk intermediates. This is a plus point to the Indian industry since the
intermediates do not come under GATT agreement. This is one virgin area, which has not yet
been tapped.
Large and growing domestic markets at least 80% of products are expected to be off patent
products.
There are tremendous scopes to develop and market “New Drug Delivery System”.
Excellent opportunities in untapped niche markets.
Vast potential of the OTC market.
A 2500 crores generics market expected to grow up to 4500 crores by 2500.
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4.3.4. Threats
Threats from other low cost countries like China and Israel exist. However, on the quality
front, India is better placed relative to China. So, differentiation in the contract
manufacturing side may wane.
The short-term threat for the Pharma industry is the uncertainty regarding the implementation
of VAT. Though this is likely to have a negative impact in the short term, the implications
over the long-term are positive for the industry.
There are certain concerns over the patent regime regarding its current structure. It might be
possible that the new government may change certain provisions of the patent act formulated
by the preceding government.
Increase in over the counter medicines also create problem for medicines because people will
buy it directly from market
Export of bulk drugs is vulnerable to various changes in the international market.
GATT agreement would after the pharmaceutical scenario drastically by 2005 AD. Most of
the Indian companies do not have a research base. Such companies will be severely affected
in the post GATT era.
Small-scale sector will be severally affected in the times to come. They will be forced to
close their shops or act as manufacturing base for the bigger Indian companies or MNCs.
Small and medium formulation companies to face stiff competition in the generic drugs
market leading to squeeze on their market share and profit.
Erosion of image in the domestic market due to lack of R & D.
Increased competition from china especially in the bulk drug sector.
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CHAPTER NO 5: PHARMACEUTICAL OTC MARKET
‘OTC Drugs’ means drugs legally allowed to be sold ‘Over The Counter’, i.e. without the
prescription of a Registered Medical Practitioner. In India, though the phrase has no legal
recognition, all the drugs that are not included in the list of ‘prescription only drugs’ are
considered as non-prescription drugs (or OTC drugs). Prescription-only drugs are those
medicines that are listed in Schedules H and X appended to the Drug and Cosmetics Act & its
Rules. Drugs listed in Schedule G (mostly antihistamines) 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”. Drugs falling in these 3 schedules are currently
not advertised to the public under a voluntary commitment by the pharmaceutical industry.
Currently, non drug-licensed stores (e.g. non-chemists) can sell a few medicines classified as
‘Household Remedies’ listed in Schedule K of the DCA&R in villages whose population is
below 1 000. OTC proprietary drugs registered as ‘Ayurvedic Medicines’ (= traditional Indian
medicines containing natural / herbal ingredients) are also regulated by the DCA and DCR.
However, as they do not require a drug licence they can be sold by non-chemists. Some of the
top OTC brands in India (e.g. Vicks VapoRub, Amrutanjan Balm, Zandu Balm, Iodex , Moov
Pain Cream, Itch Guard Cream, Eno Fruit Salt, Vicks Cough Drops, Halls Lozenges, etc.), are
registered as ‘Ayurvedic Medicines’ because of their plant-based natural active ingredients.
There are no price controls on ‘Ayurvedic Medicines’. Considering the above framework, key
categories with OTC potential in India are:
Vitamins and minerals
Cough and cold
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Gastrointestinals
Analgesics
Dermatologicals
Herbal / Ayurvedic Medicines.
5.1. LABELING REQUIREMENTS
There are no separate labeling requirements for OTC drugs. Under the Packaging Commodities
Act, most packaged consumer products including drugs are required to have the Maximum Retail
Price (MRP) printed on the label. The selling of any product at a price higher than the MRP is
not permitted.
5.2. ADVERTISING REQUIREMENTS
The Drug & Magic Remedies (Objectionable Advertisement) Act mentions a list of ailments for
which no advertising is permitted. It also prohibits 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. The DCGI’s office -in collaboration
with the Organisation of Pharmaceutical Producers of India (OPPI) - has released a Voluntary
Code on OTC Advertising which is being followed by all OPPI member companies. There is also
an OPPI Code of Pharmaceutical Marketing Practices, January 2007, based on the IFPMA code.
Currently, there is no specific law which prohibits the advertising of prescription drugs although
industry practice is not to advertise prescription-only drugs. The DCGI’s office is considering
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coming out with a notification prohibiting the advertising of any drug which legally requires a
doctor’s prescription for its supply. The following OTC medicines advertising can be seen on TV
in India:
Digestives
Antacids
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 liquids
Throat lozenges
Medicated dressings (band-aids)
Baby gripe water.
5.3. PRESCRIPTION TO OTC SWITCH
Though not yet a pill-popping country, India is inching the OTC way. Indian OTC healthcare is
in nascent stages and ranks 11th in the global OTC market. But, urban India is catching up with
the concept, thanks to the advent of technology, improving literacy levels, increasing health
awareness and high work stress levels. In fact, Indian consumers, today, are confident about
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sharing healthcare responsibility, especially in case of common ailments. Considering the
changing mindset and likely changes in regulatory framework, such as, OTC guidelines and open
distribution, it is reasonable to estimate that within the next ten years, India will become a major
contributor to the world of OTC market.
Currently, aches/pains, cough, colds, hyperacidity, minor topical infections, and indigestion are
major OTC categories. Emerging categories include cuts, wounds and burns, muscle pains and
sprains, diarrhea and constipation. There are many Prescription products, which could be
revitalized through OTC switches. An analytical interpretation of various data placed the focus
on vitamins, cough & cold, antacids, antipyretics and NSAIDs as opportunity areas for switch in
India. However, the big issue in OTC marketing is not the switch climate as currently even
drugs, which do not require a prescription, are promoted via the doctor because
a) Marketing through medical representatives is less expensive than mass media advertised
marketing. This makes proprietary medicines higher priced than equivalent ethically
promoted drugs.
b) Practically all prescription drugs can be purchased without prescription.
c) Doctor influence is strong in patient purchase behaviour.
d) Distribution of OTC allopathic medicines is limited to drug licensed stores (mainly
pharmacies).
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5.4. WORLD SCENARIO OF OTC MARKET
At a global level pharma giants are leveraging the power of OTC to face the challenges they face
today .Globalization, shrinking new product pipeline, increasing cost of new drug discovery,
shrinking PLC of existing products, ever increasing demand by managed healthcare
organisations, public and government to cut down the prices of patent protected drugs, stringent
safety rules of FDA and entry of new players in the market are putting tremendous pressure on
all pharma companies especially the giants. Pfizer Inc’s, world’s largest drug maker, recent
decision to cut US sales force by about 20% clearly express the pressure such giants face. OTC
products are an essential component of any health care system. According to a oneyear survey in
the United States, six of the ten most frequently used drugs, including the top four, were
OTCs.41 In another report, 60 percent of medicines purchased by consumers were OTCs.42 In
fact, OTC products account for the majority of all medications used in most countries. There
were almost 16,800 OTC drugs (the total number of medicines was 22,000) available on Health
Canada’s list of drugs approved for human use in the year 2000.27 According to the Consumer
Healthcare Products Association, there were more than 100,000 OTC products (approximately
1,000 active ingredients) available in the United States as of 2001.43 The number of OTC
medicines available in the United States is much higher than any other nation. Consequently,
North America is the leading OTC market in the world; accounting for 31 percent of global sales
of OTC products in 1995. Western Europe ranked second (26 percent), followed by Japan (16
percent).
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In dollar value, OTC sales comprise from 10 to 30 percent of total medication sales in various
countries (circa 1996), for example, 26 percent in Switzerland; 24 percent in the USA; 20
percent in Britain; 18 percent in Germany; 15 percent in Japan; and 11 percent in France.
Reasons for this include differences in health care funding, cultural health beliefs, and the range
of OTC drugs available on the market of each nation. In recent years, OTC spending has been
increasing in many countries, except in Japan where people are more likely to use formal
medical care rather than self-care.45 In the United States, retail sales of OTC products
(excluding Wal-Mart) in 2001 were $17.1 billion, up 2.4 percent over 2000 ($16.7
billion).Canadians spent $3.3 billion on the OTC market in 2001 (20 percent of all drug
expenditures) according to a report released by the Canadian Institute for Health Information.27
In general, OTC drugs cost about $100 per person per year. The OTC expenditure in 2001
increased 3 percent over the previous year and has risen by 73.6 percent (from $1.9 billion to
$3.3 billion) since 1995.
5.4.1. US OTC Pharmaceuticals Market
Approval of over-the-counter status for a drug requires an assessment by the Food and Drug
Administration (FDA) that the drug is safe and effective. Under current regulations, a new drug
can be exempted from prescription-only status by FDA approval of a new-drug application
supporting the use of the product on an over-the-counter basis. Alternatively, a drug can be
marketed over the counter if its ingredients are included in previously published regulations
defining the requirements for over-the-counter status and if the labeling of the product complies
with these regulations. The standards also apply to drugs that have already been approved for
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prescription-only sale and that are being considered for a switch to over-thecounter status. The
Drug Price Competition and Patent Term Restoration Act of 1984 potentially provides three
additional years of marketing exclusivity for the makers of drugs switched from prescription to
over-the-counter status if the FDA has required additional clinical trials deemed essential to
evaluate the switch. If a prescription drug is approved for over-the-counter marketing, the drug
may still be available by prescription for certain indications or for use at doses not approved for
over-the-counter marketing. The Durham–Humphrey and Kefauver–Harris Amendments define
criteria to be used by the FDA in evaluating a new-drug application for a proposed over-the
counter drug. The required demonstrations of safety and efficacy for an over-the-counter drug
include components distinct from those for prescription drugs.
United States OTC Pharmaceutical Market Segmentation (in % Share, by Value)
Category % Share
Category % Share
cough and cold preparation 22.30
Vitamin and Minerals 18.70
Analgesics 15.20
Medicated skin products 12.60
Traditional Medicines 5.30
Other 25.90
Tab.5.1: USA OTC Pharmaceutical Market Segmentation
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5.4.2. European OTC Pharmaceuticals Market
The European OTC Pharmaceuticals market generated total revenues of $23.6 billion in
2009, this representing a CAGR of 2.5%for the five year period spanning 2004-09.In
comparison, the Global and Asia-Pacific OTC Pharmaceuticals markets grew with CAGR of
5.1% and 6.9 % over the same period, to reach respective values of $88.7 billion and
$39.1billion in 2009.
Europe OTC Pharmaceutical Market Segmentation (in % Share, by Value)
Category % Share
Category % Share
cough and cold preparation 18.70
Vitamin and Minerals 16.00
Analgesics 15.00
Medicated skin products 8.90
Traditional Medicines 16.70
Other 24.60
Tab.5.2: Europe OTC Pharmaceutical Market Segmentation
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The chart above shows the percentage of problems treated with non-prescription medications by
consumers in 10 nations. The percentages are the highest in the United States and in South
Africa. While in a developed country like the US many patients consider self-treatment with
over-the-counter medicines as a cost and time-saving alternative to doctor visits for common
ailments, a country like South Africa perhaps relies on self-medication more as a major
contributor to health maintenance because of lower levels of infrastructure and professional staff.
Percentage of common conditions treated with OTCs
5.5. INDIAN SCENARIO OF OTC MARKET
The Indian market for over-the-counter medicines (OTCs) is worth about $940 million and is
growing 20 per cent a year, or double the rate for prescription medicines. The government is
keen to widen the availability of OTCs to outlets other than pharmacies, and the Organisation of
Pharmaceutical Producers of India (OPPI) has called for selling OTCs in post offices.
Developing an innovative new drug, from discovery to worldwide marketing, now involves
investments of around $1 billion, and the global industry's profitability is under constant attack
as costs continue to rise and prices come under pressure. Pharmaceutical production costs are
almost 50 per cent lower in India than in Western nations, while overall R&D costs are about
one-eighth and clinical trial expenses around one-tenth of Western levels. India's long
established manufacturing base also offers a large, well-educated, English-speaking workforce
with 700,000 scientists and engineers graduating every year, including 122,000 chemists and
chemical engineers, with 1,500 PhDs. The industry provides the highest intellectual capital per
dollar worldwide, says OPPI. The industry's exports were worth more than $3.75 billion in 2008-
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09 and they have been growing at a compound annual rate of 22.7 per cent over the last few
years, according to the government's draft National Pharmaceuticals Policy for 2009, published
in January 2009. The Policy estimates that, by the year 2012, the industry has the potential to
achieve $22.40 billion in formulations, with bulk drug production going up to 5.60 billion from
$1.79 billion. "India's rich human capital is believed to be the strongest asset for this knowledge-
led industry. Various studies show that the scientific talent pool of 4 million Indians is the
second-largest English speaking group worldwide, after USA." In India the prescription drugs
are listed under Schedule H. There are about 570 modules in this category that are stocked in a
total of 5 to 8 lakh retail chemists. Currently, non pharmacy stores can sell a few drugs on the
schedule K of the Drugs & Cosmetics Act in rural areas in villages, whose population is below
1,000
Currently, aches/pains, cough, colds, hyperacidity, minor topical infections and indigestion are
major OTC categories. Emerging categories include cuts, wounds and burns, muscle pains and
sprains, diarrhoea and constipation. There are many products in the Rx sector which could be
revitalised through OTC switches. An analytical interpretation of various data places the focus
on vitamins, cough & cold, antacids, antipyretics and NSAIDs as opportunity areas for switch in
India. However, the big issue in OTC marketing is not the switch climate as currently even drugs
which do not require a prescription are promoted via the doctor because:
Marketing through medical representatives is less expensive than mass media advertised
marketing. This makes that OTC medicines are higher priced than the equivalent medicines
promoted ethically.
Practically all Rx drugs can be purchased without a prescription.
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Doctor influence is strong in patients’ purchase behaviour.
Distribution of allopathic OTC medicines is limited to drug licensed stores (mainly
Pharmacies)
Indian market faces the problem of ‘Deemed OTC market’ where in ethical drugs are also sold
without a prescription due to poor monitoring and control by FDA. Self medication tendency is
traditionally very high due to the high availability of traditional medicines, the awareness and
acceptance of which is very high among the public. The Indian OTC pharmaceuticals market
generated total revenues of $2.5 billion in 2010,this representing a compound annual growth rate
of 8.3%for the five year period spanning 2005- 2010. In comparison ,the US and Chinese OTC
pharmaceuticals markets grew with CAGRs of 4.3% and 7% over the same period ,to reach
respective values of $21.2billion and $11.9billion in 2010. Traditional medicines proved the
most lucrative for the Indian OTC pharmaceuticals market in 2010, generating total revenues of
$679.3 million. In comparison, sales of cough and cold preparations generated revenues of
$492.6 million in 2010.
5.5.1. Market Data on OTC Medicines
India is currently ranked 11th in the global OTC market in size, with an estimate that it will
reach 9th position within five years.(Source: Nicholas Hall & Company, India).Currently the
Indian OTC market (i.e. non-prescription advertised medicines) is estimated to represent
approximately Rs.104 Billion growing at about 8-9% (Source :ORG-IMS)
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Main self-medication product groups Category
2005 2006 2007 2008 2009
(Sales in US$ Million)
OTC sales – India 1243.4 1371.4 1491.0 1638.9 1813.4
Analgesics 178.8 192.9 201.7 223.4 258.6
Cough, Cold & Allergy 227.2 250.7 269.7 295.1 318.1
Gastrointestinal 231.4 256.7 281.0 301.2 332.6
Vitamins, Minerals & Supplements 447.1 494.3 538.6 583.0 634.5
Dermatological 144.1 160.3 181.9 212.4 236.5
Lifestyle OTCs 14.8 16.4 18.1 23.9 33.1
Tab.5.3: Market Sales of Different OTC Segment
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Indian OTC Pharmaceuticals Market Segmentation (In % Share, by Value)
Category % Share
Category % Share
cough and cold preparation 19.80
Vitamin and Minerals 11.60
Analgesics 11.40
Medicated skin products 2.60
Traditional Medicines 27.30
Other 27.30
Tab.No.5.4: Market Share of Indian OTC Market Segment
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Top Ten Indian Brands
Sr.NoLeading brands
(Sales $Million) India2008
1638.92009
1813.4Growth’09/08
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 18.2Tab.No.5.5: Top Ten OTC Brands in Indian Market
Data Source: Nicholas Hall’s db6 2010, Asian journal of management research 232
5.6. MAJOR PLAYERS OF OTC PHARMACEUTICAL MARKET IN INDIA
5.6.1. Proctor & Gamble
P&G Hygiene and Health Care Limited is one of India's fastest growing Fast Moving Consumer
Goods Companies that has in its portfolio P&G's Billion dollar brands such as Vicks & Whisper.
With a turnover of Rs. 500+ crores, the Company has carved a reputation for delivering high
quality, value-added products to meet the needs of consumers. P&G Hygiene and Health Care
Limited takes pride in being voted India's Best Employer 2003 in a survey of 200 companies
conducted by International HR Consultancy Hewitt Associates in association with Business
Today magazine. Earlier, the Company was voted India's 2nd Best Employer in previous editions
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of the survey in 2001 and 2002. Notably, there are over 200 Indian employees with P&G
Subsidiaries abroad
5.6.1.1. Health Care
Vicks is India’s No.1 Cough & Cold Brand. It created the cold & cough Over-the-Counter
(OTC) category in India way back in 1952 and has led the category till date. Today it has
completed more than 50 years in India. Its current portfolio in India comprises Vicks
Action500+, Vicks VapoRub, Vicks Cough Drops, Vicks Formula 44 Cough Syrup and Vicks
Inhaler. It was rated as ‘India’s Most Trusted Brand’ by the ‘Advertising & Marketing’
Magazine and continues to be on top of the charts of Brand-Equity surveys till date. The Vicks
business in India is the biggest in the ASEAN-Australasia-India (AAI) region. Over the years,
Vicks has launched several heart-tugging advertising campaigns, some of which were – the
‘Happy Birthday Mummy’ and ‘Touch Therapy’ campaigns for Vicks VapoRub, the ‘Khich
Khich Dooor Karo’ ad for Vicks Cough Drops, the ‘Haan Bhai Haan’ ad for Vicks Action 500.
Following are the products of Proctor & Gamble:
• Vicks Cough Dros
• Vicks formula 44 cough syrup
• Vicks Action 55+
• Vicks VapoRub
• Vicks Inhaler
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5.6.2. Dr. Morepen Limited
Keeping in line with Morepen's commitment to healthier future for all, The Company has taken
another step to come closer to the consumers with the launch of "Dr. Morepen", a range of self
health products. MLL has now entered the Rs.4500 crore of fast Moving Health Goods (FMHG)
market. The category of self health has been identified after lot of research on modern behavior
and preferences and Morepen sees a huge opportunity in this segment. Dr. Morepen is envisaged
as a forward looking, futuristic, lifestyle driven brand that empowers the modern customers to be
in charge of their own health and live life without any stops. The brand is positioned on a simple
philosophy of "health in your hands" A mantra for contemporary life, full of hectic schedules,
impending deadlines and tough competition. The brand is being promoted by a new subsidary
Dr. Morepen Ltd which has a vast sales & marketing network that reaches to over a lakh of retail
outlets already and the count is growing everyday. With the launch of Dr. Morepen the
distribution of Morepen has moved beyond pharmacist, to super stores, retail outlets &
neighborhood shops.
The growing list of Dr. Morepen's Self Health FMHG product includes DAB (instant antacid),
SAT ISABGOL (Natural laxative), GOL GOLI (Hajma Candy), LEMOLATE (Cold relief ),
BURNOL ( for burns and cut) to take care of minor day to day problems, where as product like
C SIP (refreshing energy drink), Y SUGAR (Low cal sweetener), and 2 KOOL, (Throat drops),
and C-CANDY (Health candy) are life style companions that vitalizes and keep people fit. Many
more products are being launched soon, thus building up the FMHG category. In a step that
would expand Dr. Morepen's franchise into a retail format, Morepen acquired LIFESPRING, the
renowned chain of health & beauty stores. Lifespring is an internationally styled, health and
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beauty chain of retail stores offering a range of nearly 15,000 domestic and international branded
products under one roof. Lifespring stores are located at high retail density areas in New Delhi,
catering to a wide ensemble of health and beauty customers. The Stores have three sections -
Personal Care and Beauty, OTC and Prescription Medicines and Optical Center. Following are
the products of Dr. Morepen Ltd:
• Dab Range
• Sat – Isabgol
• Gol Goli
• Y . Sugar
• C-Sip
• Solid Taste Solid Health
• C - Candy
• Burnol
• Lemolate
5.6.3. GlaxoSmithKline Consumer Limited
GlaxoSmithKline Pharmaceuticals Limited (GSK) is India's leading research-based Company
committed to improving the quality of human life by enabling people to do more, feel better and
live longer. The Company has a formidable presence in the domestic pharmaceuticals market
with a market share of above 5.9 per cent. GSK India markets a wide range of ethical
formulations and is the leader in therapeutic areas of respiratory, dermatology and vaccines,
besides having a significant presence in areas of gastroenterology, dietary supplements,
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gynecology, neurology, cardiovascular and intensive care. GSK India is also the undisputed
leader in the animal health and fine chemicals businesses. Following are the products of
GlaxoSmithKline consumer limited:
• Crocin
• Crocin Pain Relief
• CrocinQuik
• Eno
• EnoTabs
• Iodex
• Iodex Power cream
5.6.4. Zydus Cadila
Zydus Cadila is an innovative global pharmaceutical company that discovers, develops,
manufactures and markets a broad range of healthcare products. The group’s operations range
from API to formulations, animal health products and cosmeceuticals. Headquartered in the city
of Ahmedabad in India, the group has global operations in four continents spread across USA,
Europe, Japan, Brazil, South Africa and 25 other emerging markets. In its mission to create
healthier communities globally, Zydus Cadila delivers wide ranging healthcare solutions and
value to its customers. With over 8,000 employees worldwide, a world-class research and
development centre dedicated to discovery research and eight state-of-the-art manufacturing
plants, the group is dedicated to improving people’s lives. With three multi-therapy divisions and
eight specialty divisions, Zydus Cadila is one of the leading player in the Indian healthcare
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industry. It is the leading player in the cardiovascular, gastrointestinal and women's healthcare
segments. The group has strong presence in respiratory, pain management, CNS, anti-infectives,
oncology, neurosciences, dermatology and nephrology segments. It has been able to maintain
overall position and market share through faster growing chronic / lifestyle segments. With
several new product introductions and pillar brands such as Aten, Ocid, Deriphyllin, Pantodac,
Atorva, Nucoxia, Mifegest to name a few, Zydus Cadila is considered a tour-de-force in therapy
management and brand management. The group has several in-licensing alliances with global
multinationals such as Schering AG, Boehringer Ingelheim, Viatris, etc. The portfolios of over
200 products are marketed by a specialised field force of 3,000. With one of the strongest
distribution channels in the industry, the group reaches out to 1, 00,000 chemists and serves
2,00,000 doctors including physicians, specialists and super specialists.
Cadila Healthcare Limited’s parent organisation Zydus Group is one of the fastest growing
integrated healthcare companies with a turnover of Rs.13 billion. Zydus Group is the 5th largest
player in the Indian domestic formulations market and also has a global presence. Cadila
Healthcare came into being under the aegis of the Zydus Group in 1995. Zydus today has a
leadership position in key segments like cardio vascular, gastro intestinal and women’s
healthcare and is amongst top three in the respiratory, pain management and anti-infective
segments. It also is a leading producer of niche and complex bulk drugs. Some of the well known
brands of Zydus Cadila include Aten - the largest hypertensive brand in the country, Ocid,
Amlodac, Atorva, Pantodac, GRD, Penegra, Nucoxia, Ciprobid, Dexona, Primolut-N, Dulcolax,
Enew, Sugar Free, Diane 35, Mifigest among others. Following are the products of Zydus
Cadila:
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5.6.4.1. Functional Health Foods and Dietary Products
In the health foods segment, the Consumer Division is a pioneer in offering healthier dietary
options to the consumers with the Sugar Free and Nutralite range of products.
• Sugar Free Gold is the largest selling aspartame based low calorie sugar substitute in India
with market share of over 75%.
• Sugar Free Natura is the latest new generation zero calorie sugar substitute made from
sucralose - a sugar derivative.
• Sugar Free D’lite is a low calorie healthy drink fortified with electrolytes, vitamins and just 10
calories. It is available as powder soft drink as well as in a ready to drink form.
• Nutralite is a healthy cholesterol-free butter substitute (Tab. margarine), and is the largest
selling Tab. margarine in India.
5.6.4.2. Specialty Skincare Products
In the skincare segment, the EverYuth brand enjoys the distinction of being a 'skincare brand
from a healthcare company'. Enriched with the power of natural ingredients, EverYuth has a
strong presence in advanced skincare segments like soap-free face washes, face masks, skin
exfoliators amongst others. The EverYuth range also includes speciality dermatologically tested
skincare solutions for sun protection, pigmentation, acne and aging under the recently launched
EverYuth Derma Care range.
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5.6.5. Novartis
Novartis was created in 1996 through the merger of Ciba-Geigy and Sandoz. Novartis offers a
wide range of healthcare products through our Pharmaceuticals, Vaccines and Diagnostics,
Sandoz and Consumer Health Divisions. Nearly 100 000 people are working at Novartis to help
save lives and improve quality of life. Corporate citizenship at Novartis rests on four pillars:
patients, business conduct, people and communities, and environmental care. Operate in 140
countries, with our global headquarters in Basel, Switzerland. Novartis is one of the industry’s
biggest investors in research. Over-the-Counter (OTC) is a world leader in the research,
development, production and marketing of self-medication products that do not require
prescriptions. Our products are designed for the in-home treatment and prevention of medical
conditions and ailments as well as the enhancement of overall health and well-being. The main
OTC product categories are analgesics, cough, cold, allergy, gastrointestinal, skin care and
smoking-cessation treatments, as well as mineral supplements. Following are the products of the
Novartis:
• Benefiber powder
• Benefiber Caplets
• Benefiber plus calcium
• Excedrin®
• Extra Strength Excedrin®
• Excedrin® Tension Headache
• Excedrin® Migraine
• Excedrin® PM
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• Gas-X® Products
• Children's Gas-X® Tongue Twisters™ Thin Strips™
• Baby Gas-X® Infant Drops
• Gas-X® Thin Strips™
• Softgels
• Chewables
• Bufferin
• Aspirin
• Calcium
• Sandoz
• Mineral supplement
• Excedrin
• Ex-Lax
• Overnight laxative
• Keri
• Lamisil AT
• Athlete’s foot and jock itch
5.6.6. Paras Pharmaceuticals Private Limited
It is this incessant desire on part of people that has inspired Paras to dedicate itself to issues that
might appear to be trivial, but in reality, are quite significant in life. The range of such issues is
extensive. To identify them, one simply needs to be sensitive towards such problems. And make
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the right solutions available. At Paras, the process behind finding every such solution is backed
by extensive consumer research, often carried out in an obsessive manner. While identifying
these real life problems and related behavioral patterns, the health aspects are also put on high
priority, so that the end result is not just a cosmetic one, but a truly healthy solution. The result of
these efforts is that today, Paras has a diverse range of innovative products, many of which have
created totally new categories by themselves. Not to mention, they have been enormously
successful. So much so, that today, Paras products have not only found a place on the shelves of
most households, but in the hearts of people as well. In short, the philosophy at Paras, of
providing solutions that care about you, is quite visible in its many works of art – the many
brands that truly enhance life. New categories. New promises. What makes the customer believe
in them all?It’s the faith that comes with time, with a positive experience of using a
product/service offered by the company. By realizing that the promises were indeed fulfilled. But
winning this faith isn't easy. It comes after plenty of research and consumer study done on a large
scale. In case of Paras, the entire process of advanced research hinges on one focal point to
provide care, and not just cure. To serve people with value added products and not just cosmetic
makeovers. And to create new product categories.All this has made Paras a reliable and favoured
name amongst the masses. For Paras, this long journey of many years has indeed been a glorious
one. And with more and more dreams taking shape at Paras, its glorious streak will continue to
brighten up many more lives. Following are the products of the Paras Pharmaceuticals Pvt.Ltd.:
• Afterbath FreshnessCream
• BoroSoft
• Krack
• D’cold
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• D'Cold Cough Syrup
• ItchGuard
• Moov
• Moov spray
• RingGuard
• Stopache
5.6.7. Dabur India Limited
Dabur India Limited is the fourth largest FMCG Company in India with interests in Health care,
Personal care and Food products. Building on a legacy of quality and experience for over 100
years, today Dabur has a turnover of Rs.2233.72 crore with powerful brands like Dabur
Amla,Dabur,Chyawanprash,,Vatika, Hajmola & Real. Dabur India Limited is a leader in
manufacturing and marketing herbal, nature-based products. Today Dabur’s products are
available for people in more than 50 countries across the world, helping them move towards a
healthy, natural and holistic lifestyle. Our products are available in the markets of the Middle
East, South-East Asia, Africa, the European Union and America. Following are the products of
Dabur India Limited:
• Dabur Glucose-D
• Dabur Hajmola Tab.
• Dabur Hingoli
• Pudin Hara
• Pudin Hara-G
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• Dabur Shankha Pushpi
• Shilajit Gold
• Dabur Sarbyna Str
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CHAPTER NO 6: CONSUMER BUYING BEHAVIOUR
OTC (Over-the-Counter, OTC) is the drug regulatory agencies by the State Department
announced, without virtue of practicing physicians and licensed assistant doctor’s prescription,
consumers can judge for themselves whether to purchase and use drugs. With the new Medical
insurance scheme, the implementation of the introduction of drug classification management
practices, non-prescription drugs catalog announcement, the patient self-treatment will increase
in a large number of retail pharmacies have emerged, consumers from open sources and adequate
supply of opportunities where to buy non-prescription products a significant increase in fast
growing pharmaceutical retail sales, non-prescription drug market opportunities. More and more
pharmaceutical companies enter the retail market in the hope that through advertising and
promotions, establish their own brand of non-prescription drugs, access to Economic benefits. In
this field, the key to the success of the company's marketing directly to consumers with the
ability to develop effective non-prescription drugs and implementation of Marketing Strategy
capabilities.
The Marketing Strategy formulation must be based on the consumer market and consumer
behavior Research basis. The consumer market need to look at: Who are the buyers; buy objects;
the purpose of purchase; buying behavior; to buy time and place of purchase. Buyers require a
study: what factors affected buyer behavior affected? How do consumers make decisions? A
typical purchase process.
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6.1. OTC CONSUMER MARKET
An OTC consumer market to look at includes:
6.1.1. Buyers of OTC Product
OTC medicines concept and characteristics of the decision of the OTC drugs purchased were:
adult; have a certain ability to judge the disease can be more accurate to determine the disease
type and disease severity, there is a certain Experience in the use of drugs; in the economy have a
certain the source, you can independently control the cost of drugs; the high level of Education
and Health care, more sensitive person; work fast-paced person.
6.1.2. The Market to Buy Different Kinds of OTC Medicine
Consumers buy OTC drugs because the treatment of disease categories, manufacturers, brand,
price, dosage form, packaging, etc. exist in different distinction; also because the decision
whether to enter Medical insurance claims and different directories. Consumers generally have a
grasp of product knowledge in three areas: The product attributes and characteristics of
knowledge, positive results using the product or proceeds will help to achieve the purpose of
customer satisfaction or product value.OTC products, consumer awareness, too, the combination
of these three areas of knowledge to form their understanding of OTC products. OTC product
attributes: appearance, such as packaging, manuals, medicines appearance and open
convenience, taking convenience, taste and so on. OTC product benefits: such as efficacy, side
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effects, onset of speed and security. OTC product value to meet: brand position. Access to
Medical insurance catalog for the promotion of OTC drugs is very important, the survey showed:
When Consumers often use a certain effect of a good drug into a publicly-funded medicine at
their own expense, the enjoyment of public health, nearly half of consumers will look for from a
publicly-funded drug alternative medicine, rather than at their own expense to buy the drug, only
about 13% of consumers would buy the drug at their own expense. The current non-prescription
drugs have not yet been publicly funded reimbursement restrictions, at public expense
reimbursement directory, there are many varieties of non-prescription drugs. Studies have shown
that 2 / 3 of non-prescription drugs prescribed by a doctor's prescription, and thus have access to
medical insurance compensation.
6.1.3. Buying Process (Purchase Purposes)
Consumers buy OTC drugs, for the following reasons: the treatment of small ailments;
convenient; saving time; cost savings. 99% of consumers said: They go to pharmacies got the
major reason is that small problems that they were able to detect the symptoms and to determine
the extent of mitigation. Therefore, consumers take OTC drugs are the most commonly used
treatment of everyday minor illnesses method. Patients with OTC drugs on their own some of the
common, mild disease of small self-medication, significant savings to their doctor to the hospital
queue, waiting time for treatment. At the same time, non-prescription drugs market prices of
prescription drugs cheaper, so consumers can save money.
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6.1.4. Time to Buy
OTC drugs easy to buy without a prescription can be easily purchased in pharmacies. OTC drugs
generally Tab. quality and long shelf life, the basic in more than two years for the treatment of
common diseases, frequently-occurring disease, purchase a large quantity, and then do not have
to worry about expired degenerate. Therefore, OTC medicines for consumers to buy an outbreak
of diseases, or at a convenient time to buy, the way to buy
6.1.5. Place to Buy
Purchase of OTC drugs can go to: hospitals, pharmacies; medical insurance, hospitals and
pharmacies designated or not designated hospitals and pharmacies; chain stores or chain
pharmacies; a brand, service or ordinary good drugstore pharmacy; parity pharmacies; Chain
Drug Stores ; the community in the vicinity, or hospital pharmacies. For the enjoyment of
consumers in medical claims, they must choose health insurance designated hospital or
pharmacy to purchase medical insurance directory OTC medicines. Consumers concerned about
the price or purchase long-term use of drugs to consumers prefer to parity pharmacy. A
pharmacy near the hospital to get more things with a prescription. Drug quality-oriented
consumers are more willing to large chain pharmacies to buy drugs, drug quality is guaranteed.
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6.2. OTC BUYER BEHAVIOR FACTORS
Affect the behavior of OTC buyers main factors are:
6.2.1. Cultural Factors
As consumers increase in literacy, Health awareness increased, for the prevention of disease and
physical health gradually pay attention to it, especially in high-income class and the elderly right
vitamin supplements to enhance immune function, disease prevention to keep fit, improve
quality of life of the OTC drug spending has increased. Now middle-aged women are more
willing to buy the OTC weight loss and beauty products.
6.2.2. Social Factors
OTC consumer buying behavior by a series of social factors, such as the consumer-related
groups, family and social roles and status. Some consumers because of the role and status of
factors, the choice to take into account the non-prescription drugs and pharmaceutical-grade
brand. OTC medicines for children and adolescents affected by consumption of the main effects
of parental family, as parents have more experience, they are OTC products, purchase and
consumption of the parents play a decisive role, in general, parents, policy-makers. They can
learn from their parents to some common diseases in the diagnosis and treatment. This will affect
the children in the adult after the OTC ideas about consumption. White-collar workers in
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choosing OTC products, he is more inclined to well-known brand and RepuTab. Company’s
products, such as a joint venture drugs, more inclined to the high price of medicines.
6.2.3. Personal Factors
OTC purchasing decisions of consumers is also influenced by the impact of personal
characteristics, such as changes in consumer perceptions of their illness, characteristics of the
brand perception, the attitude of the brand to other options, in particular by its age in which the
life cycle stage, occupation, the Economic environment, lifestyle, personality and self-concept
effects. Adults, the disease strong judge who is more likely to buy more OTC drugs; self-care
and self-medication and a strong sense of the people who work fast-paced, non-reimbursed
medical expenses of people to enjoy, to pharmacies even more frequent. Many chronic diseases
such as hypertension, chronic gastritis, such as diabetic patients require long-term medication,
these patients after several doctors and prescriptions, having learned that his illness, to know
what drugs, these patients may go directly to the community retail pharmacies buy medicine.
6.2.4. Psychological Factors
India’s consumer awareness, driven by the cultural influence of traditional Indian medicine,
Indian medicine side effects generally agreed that the small, many of traditional Indian medicine
and health care role in the prevention of significant safer than Western medicine; Indian
medicine in the treatment of some chronic diseases may be more effective than Western
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medicine; the role of Indian medicine a comprehensive treatment of the disease from the root. In
the onset speed, generally considered less than western medicine quick.
6.3. OTC CONSUMER DECISION-MAKING
OTC how consumers make decisions? Marketers must identify who made the purchase decision
and make a purchase decision factor, the involvement of buyers and the validity of the number of
brands to determine which consumers are buying type?
6.3.1. Buy the Role of
Initiator is that the patient, including children, elderly, male, female patients included. Affected
persons, family members, friends, doctors, pharmacy staff, advertising and other spokespersons.
Policy-makers, refers to whether to buy, why buy, how to buy, where to buy, etc. to make
complete or part of the final decision-making. Purchaser, actual procurement people. Users, the
actual consumer products at all. Children’s medicines consumers are children, policy-makers and
buyers are generally the parents. Family, the wife could help her husband to purchase health care
OTC drugs.
6.3.2. Buying Behavior
It is similar to an ordinary consumer purchasing decisions. Buying behavior to seek
diversification And prescription drugs, compared, OTC medicines have a high safety, efficacy
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established, Tab. quality, easy to use and so on, so buying decision-making process is relatively
simple and low consumer involvement, and other daily consumer goods showed a similar buying
patterns. However, because the same treatment of categories of non-prescription drugs brands
many quite different, performance in the efficacy, price, packaging, corporate reputation on a
different, so the buying behavior of consumers looking to diversify
6.4. OTC PURCHASE PROCESS
OTC buying process consists of the following steps: problem awareness, Information gathering,
evaluation of available options for the purchase decision-making and post-shopping behavior.
6.4.1. Awareness of the Issue
OTC products causing consumers to buy environment: possible onset of disease, resulting in
symptoms; or disease-prone season coming early to consider buying OTC medicines, such as the
environment effects, such as pharmacy-based products in supermarkets, pharmacies and other
promotional activities would cause unplanned buying behavior occurs.
6.4.2. Information Gathering
OTC drug consumer Information is four sources: personal sources, such as family, friends,
neighbors and acquaintances. Commercial sources, such as advertising, salesmen, distributors,
packaging, displays. Public sources, such as the mass media, consumer assessment of the
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organization. Source of experience, such as the use of the product. The information sources and
marketing personnel can control the uncontrollable, there are from individuals and non-personal.
Individual non-personal marketing sales staff can control the layout of media advertising their
stores, their stores advertising promotional packaging of non-medical staff officers to control
marketing, consumer experience, friends, family, media, publications and behavior. OTC Drug
Marketing personnel should be through the media, advertising, layout of their stores, their stores
advertising, promotion and packaging, and marketing personnel, etc. available to the consumer
information. In addition, doctors, shopkeepers, consumers, family members and friends can pass
OTC drug information, so in marketing, planning, paying attention to their role.
6.4.3. The Evaluation of OTC Drugs
6.4.3.1. Evaluation Factors
The evaluation of the brand of OTC drugs includes the following factors: efficacy, safety, taking
convenience, price, packaging, corporate reputation and so on. Comprehensive Evaluation of the
brand should be high purchase intent.
6.4.3.2. OTC Consumer Decision-Making Focus the Brand
Beijing Xinhua letter to Business Risk Management Co., Ltd. in 1999 to procure medicines
consumer behavior Research findings, 80% of the brand before buying, have a clear tendency.
OTC drugs for the treatment of many common diseases of the standing drugs such as cold
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medicine, pain medicine, gastrointestinal medicine, skin, medicine, etc., usually in the
production of these drugs are relatively mature technology, patented Technology does not have a
competitive advantage; and it is exactly because of technical a simple process, but also to the
many manufacturers of such drugs on the market OTC drugs often have the same number of
brands, the market is fiercely competitive. Because consumers do not have the ability to
distinguish between intrinsic quality medicines, so product quality and conviction on behalf of
the brand to become the guiding consumers to purchase OTC products. During the decision-
making in a wide range of consumers tend to search for product information, so with brand
promotions to interrupt their problem-solving process is relatively easy. The success of OTC
product sales must be consumer marketing and promotion of a product's brand product sales. In
view of the brand for the evaluation of the importance of OTC drugs, so apart from medical
advice and their own experiences, the ad has actually become the people to understand an
important source of drugs and influence people to buy an important factor in the decision
making.
6.4.4. Purchase Decision-Making
Consumers in the evaluation phase may form some sort of purchase intention and preference to
buy his favorite brand, however, purchase intention and purchase decision-making between the
attitudes of others may be affected and the situation is not expected to be factors. Professionals
with purchasing decisions about the capacity of OTC drugs. Although OTC drugs without a
prescription, consumers can buy in the pharmacy, OTC medicines are increasingly closer to the
general consumer goods, but the drugs, after all, is used to treat patients, and pharmaceutical
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knowledge, highly specialized, not yet a universal knowledge Therefore, consumers purchase
and use of OTC products, he is very concerned professionals such as doctors, pharmacists and
others opinions. Scott-Levin, according to the U.S. health-care consulting firm to a recent survey,
about 50% of patients according to doctors recommend the use of OTC medicines. Doctors to
patients also plays an important role in OTC sample, 35% of the patients had received samples in
the past year, and about 50% of the patients said they themselves would buy the same drugs.
Staff to communicate with consumers is an important marketing strategy. Survey results show
that: In addition to TV commercials, pharmacy clerk in procuring medicines impact on
consumers than other kinds of advertising media. It is noteworthy that, once the staff
recommendation to consumers when certain drugs, 74% of consumers will receive the views of
staff, which indicates that staff in the drug consumption can play a big role. Of particular note is
that in clear and specific brands of consumers, when staff recommended to him when the other
brand-name pharmaceuticals accounted for 66% of consumers changed their minds, they
accepted the staff's views.
6.4.5. Post-Shopping Behavior
OTC medicines have a very detailed instruction manual, consumers accordance with the text of
the description can be very convenient to use, whether the effect of satisfaction with the use of
whether there are adverse reactions, first of all depends on the drugs to choose whether or
symptomatic, if the purchase OTC drugs are not symptomatic, treatment effect will be greatly
reduced, but also may produce adverse reactions. If you choose symptomatic drugs, and then
look at the efficacy of the product itself and adverse reactions, whether good efficacy, fast onset
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of action and few side effects. If you use OTC drugs to consumers after the satisfaction with the
product must strengthen his faith, will stimulate the next purchase. They tend to note the last
name of a doctor's prescription drugs, or directly carrying drug packaging box, named buy the
same product. States provide instructions on the use of OTC drug manufacturers to state clearly
that the contact telephone number intended to receive timely information on adverse reactions,
which is after-sales service for manufacturers to increase the quality of the main way.In short,
non-prescription drug marketing, who is only in understanding consumer behavior, based on the
Development of mission to target customer needs and desires are met and satisfied with the
marketing strategy, have been successful in developing the site.
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CHAPTER NO 7: RESEARCH METHODOLOGY
7.1. NEED FOR PROJECT
The rapid proliferation of drugs being switched from prescription (Rx) to over-the-counter
(OTC) status has raised a number of important consumer behaviour and public policy concerns.
Given the increasing assortment and widespread availability of Rx to OTC switch drugs, how
might consumers' health care preferences change? That is, what factors influence whether a
consumer is more likely to visit their physician rather than self-medicate symptoms of heartburn
and indigestion with a new switch drug? Patents for all brand name prescription drugs eventually
expire. When this happens, manufacturers of generic drugs quickly enter the market, drastically
reducing the profits of the pharma firm that developed, tested, and originally introduced the drug
to the market. One way a pharmaceutical firm, whose patent for a specific drug has expired, can
expand their market, is to switch that drug from prescription (Rx) to OTC (over-the-counter)
status. In the USA during the last 20 years, more than 600 drugs containing ingredients that were
once available by prescription only are now sold OTC, that is, without a physician's prescription.
In fact, many drugs that were switched from Rx to OTC status outsell traditional OTC brands in
their product categories. For example, popular and familiar brands such as Tylenol, Advil,
Benadryl, Motrin, Tagamet, Gelusil, Benadryl, Revital and Rogaine successfully switched from
being available by prescription only to being available OTC at most convenience drug,
supermarket, and discount stores.
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Drugs that have been switched from Rx to OTC status are unique, possessing characteristics of
both Rx and the OTC products. Some of the prominent drugs (generics) that are sold over the
counter are Paracetamol, Cetrizine, Ibuprofen. Likewise, some of the brands that are sold OTC
are Crocin, Corex, Anacin, Benadryl, Aspirin, D'cold in India. In OTC selling there is another
category of products, which have now shifted from medicinal product category to FMCG
category, prominent among them are brands like: Dettol, Moov, Borosoft, Itch guard, Krack,
Dermicool etc.There are many issues like how to build consumer preferences towards the OTC
products. There are various ways through which the preferences could be altered. This could be
done through the effective brand building of the OTC product. The second issue could be on how
to build a strong brand identity for the OTC product. The procedures and measures should be
catered to in order to build strong brand equity. An analysis of the role of government's
regulations and policies as a catalyst or barrier towards the OTC product can play a crucial role.
Government's decision can play a strategic role in defining the future of the industry or the fate
of the products and these procedures should be critically dealt. The third issue can be on the role
of advertisements, celebrity endorsements and the concept of brand management in building an
effective brand image of the OTC product. How an image of the OTC product is affected and
what impact the modern ways of brand building and management have on the OTC products.
In the world of ethical pharmaceuticals, the physician is still of prime importance as has been the
case in the past. Now, however, new marketing efforts are being directed at the consumer.
Prime-time television advertising and whole page newspaper ads are happening now, certainly
unheard of in the past. For OTC pharmaceuticals, the situation is reversed. While the consumer
has been the primary focus in the past, and will certainly not be ignored in the future, campaigns
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to medical professionals are becoming more commonplace. As we can see, there are many
changes in the roles of physicians and patients, and research has responded to these changes in a
variety of ways.
7.2. RESEARCH OBJECTIVE
Objectives
1. To understand the consumer’s attitude towards OTC products of the pharmaceutical industry
2. To understand the healthcare products’ contribution and also its effects on pharmaceutical
Market
3. To determine the extent to which the respondents prefer self-medication instead of going
to the doctor for common health problems
4. To find out the criteria on which the consumers rely for making their purchase decision
regarding OTC products
5. To find out the extent to which consumers read the labeling information before purchase
6. To find out the extent to which the respondents perceive OTC products as safe to use
7. To understand the influence of advertising on consumer behavior towards them
8. To find out the most preferred brand in each OTC product category
9. To know the frequency of purchase of OTC products by the consumers
10. To know the preferred medium of communication for advertisement of OTC products
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7.3. LIMITATION OF THE STUDY
The main limitation of the study is the time span available with researcher for conducting the
research is 6-8 months. Another limitation is that the scope of the researcher’s study is Mumbai
city. So the population considered may not be the actual representative of the population of the
nation. The information given by the respondents can be biased. In order to limit the scope of the
project only 11 categories of OTC products segment were included based on frequency of usage
There may be certain loopholes in the information provided by the respondents while filling up
the questionnaires. The sample size taken for survey may not represent the whole population of
Mumbai.
7.5. RESEARCH DESIGN
Target Population: Population of the research is the consumers who are well aware of the OTC
products and who are above 18 years of age
Research Design: Descriptive Research
Sampling Technique: Convenience sampling
Sample Size: 120 sampling units selected from the Target population
Universe: OTC user from pediatrics to geriatrics patients
Sample:
Doctor: general practioner 35 no of samples
Chemist: 35 no of sample
Consumer: 50 no sample
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Contact Method: Researcher have contacted sampling units personally and with the help of one
to one interaction researcher have conducted survey.
Extent: The location considered by the researcher is Mumbai city.
Data Sources:
Primary Source: Questionnaire
Secondary Sources: Books, journals, websites, reports
7.6. SOURCE OF DATA
Primary data through survey using a structured questionnaire.
Secondary data from previous research conducted and literatures if any.
7.7. SAMPLING PROCEDURE
Simple Random / Convenient Sampling
7.8. SAMPLING TECHNIQUE
Descriptive research will be conducted
Primary research questionnaire will be given
Convenience sampling will be carried out
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CHAPTER NO 8: DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS
8.1 RESPONDENT PROFILE
8.1.1. AGE
Fig.8.1: Indicates the Age Profile of the Respondent
From the above figure, we can interpret that most of the respondent in age profile belongs to the
age group of 25-45 year
8.1.2. Gender
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Fig.8.2: Indicates the Gender Profile of the Respondent
From the above figure, we can interpret that most of the respondent in gender profile belongs to
the gender group of female
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8.1.3. Nature of family
Fig.8.3: Indicates the Nature of Family Profile of the Respondent
From the above figure, we can interpret that most of the respondent stays in a nuclear family
environment
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8.1.4. Education
Fig.8.4: Indicates the Education Qualification Profile of the Respondent
From the above figure, we can interpret that most of the respondent education profile are well
educated in which majority of them are graduate and medical professionals as per the
requirement of survey
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8.1.5. Family Size
Fig.8.5: Indicates the Family Size Profile of the Respondents
From the above figure, we can interpret that most of the respondent family size is between four
to six people in a family
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8.2. DESCRIPTIVE ANALYSIS
Q.No.1. Overall how would you rate your current health?
8.2.1. Descriptive analysis for representation of overall health of respondent
Fig.8.6: Indicates the Frequency of Overall Current Health of the Respondent
From the above figure, we can interpret that most of the respondents have very good overall
health i.e.61 respondent out of 120 sample size have very good overall health
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Q.No.2. Think about the condition when you had suffered from some general problem like
cold, cough, sore throat etc recently, what did you do generally in these ailments?
8.2.2. Descriptive analysis for representation of respondent taking self medication in minor
ailments
Fig.8.7: Indicates the Frequency of Respondent taking Self Medication in Minor Ailments
From the above figure, we can interpret that most of the respondents have self medication when
they suffer from minor ailments which help them save cost and time to visit the doctor for minor
problems i.e.35 respondent out of 120 sample size have purchased OTC medicine to treat their
minor problem
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Q.No.4. Would you say that you are taking more, fewer or about same number of product
than you did five year ago?
8.2.3. Descriptive analysis for representation usage number of product over the years by
respondent
Fig.8.8: Indicates the Frequency of Number of Products Usage over the Years by the
Respondent
From the above figure, we can interpret that most of the respondents have used more number
OTC product over the period of five years for self medication i.e.41 respondent out of 120
sample size have more usage of different number of product over the years
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Q.No.5. Are you using this OTC product more, less or about same as five year ago?
8.2.4. Descriptive analysis for representation frequency of usage of number of product over
the years by respondent
Fig.8.9: Indicates the Frequency of Number of Products Usage Frequency over the Years by
the Respondent
From the above figure, we can interpret that most of the respondents have agreed that they use
OTC product more frequently when compared with previous five years for self medication i.e.42
respondent out of 120 sample size have high frequency of usage of different OTC product over
the years
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Q.No.11. When you buy or take the OTC medicine for the first time, what information do
you read on the package first?
8.2.5. Descriptive analysis for representation of usage of packaging labels
Fig.8.10: Indicates the Frequency of Usage of Packaging Labels
From the above figure, we can interpret that most of respondents do read packaging labels when
they purchase OTC medicine for the first time to see the direction of usage and dosage levels to
be used for effective response i.e.56 respondent out of 120 sample size read direction of usage on
the label
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Q.No.12. Are you likely to re-read the label again in the following circumstances?
8.2.6. Descriptive analysis for representation re-read packaging labels in next purchase of
same medicine
Fig.8.11: Indicates the Frequency of Re-Read Packaging Labels in any Circumstances
From the above figure, we can interpret that most of respondents don’t read packaging labels
when they purchase same OTC medicine next time until and unless the OTC medicine is used for
child i.e.51 respondent out of 120 sample size don’t re-read labels and 52 respondent re-read
labels if the OTC medicine is used for child
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Q.No.14. Based on what you know, what is most accurate way to determine the amount of
medicine to be taken in particular indication?
8.2.7. Descriptive analysis for representation knowledge of usage and dosage of OTC
product
Fig.8.12: Indicates the Frequency of Knowledge of Usage and Dosage of OTC Product
From the above figure, we can interpret that most of respondents do not have the knowledge
about the dosage calculation for a drug i.e.44 respondent out of 120 sample size don’t have any
knowledge about usage of OTC product
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Q.No.13. To the best of recollection, what is Active ingredient in brand Crocin?
8.2.8. Descriptive analysis for representation awareness about OTC product
Fig.8.13: Indicates the Frequency of Awareness about an OTC Product
From the above figure, we can interpret that most of respondents do not have the awareness
about OTC Product i.e.71 respondent out of 120 sample size don’t have any awareness about the
content of most used OTC product
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Q.No.15. Have you ever taken more than the recommended dose of a non-prescription
medicine?
8.2.9. Descriptive analysis for representation over usage of an OTC product
Fig.8.14: Indicates the Frequency about Over Usage of an OTC Product
From the above figure, we can interpret that most of respondents are not sure about their over
usage of an OTC i.e.48 respondent out of 120 sample size are not sure about over usage of an
OTC product
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Q.No.16. If yes, how much more have you taken?
8.2.10. Descriptive analysis for representation the amount of over usage of an OTC product
Fig.8.15: Indicates the Frequency about Amount of Over Usage of an OTC Product
From the above figure, we can interpret that most of respondents are not sure about their over
usage of an OTC but those who knows about their over usage take next dose sooner than
directed i.e.23 respondent out of 47 sample size who know that they take over dosage take next
dose sooner than directed on label of an OTC product
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Q.No.17.What is that one reason for taking more medicine?
8.2.11. Descriptive analysis for representation the reason for over usage of an OTC product
Fig.8.16: Indicates the Frequency Reason for the Over Usage of an OTC Product
From the above figure, we can interpret that most of respondents are don’t know the reason for
over usage of an OTC product but those who knows the reason for over usage of an OTC product
they use to treat the severe symptoms i.e.18 out of 47 sample size who know that they take over
dosage of an OTC product for the reason to treat severe symptoms
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Q.No.18. If you have more than one symptom at same time like headache, sore throat, how
likely are you to take more than one OTC medicine?
8.2.12. Descriptive analysis for representation usage of multidrug to treat multiple
symptoms
Fig.8.17: Indicates the Frequency of Multidrug Usage to treat Multiple Symptoms
From the above figure, we can interpret that most of respondents are likely to use multidrug to
treat multiple symptom in same disease i.e.33 out of 120 sample size use multidrug therapy to
treat the disease
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Q.No.19. Have you ever experienced any negative reaction or side effect from taking an
OTC product?
8.2.13. Descriptive analysis for representation experience of side effect of an OTC product
Fig.8.18: Indicates the Frequency of Experience of Side Effect after Usage of an OTC
Product
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From the above figure, we can interpret that most of respondents experienced negative reaction
or side effect after using an OTC product i.e.94 out of 120 sample size experienced negative
reaction after usage of an OTC product
Q.No.20. what did you do mostly to stop the negative reaction?
8.2.14. Descriptive analysis for representation response to tackle side effect of an OTC
product
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Fig.8.19: Indicates the Frequency Response to tackle Side Effect of an OTC Product
From the above figure, we can interpret that most of respondent experienced negative reaction or
side effect after using an OTC product they tackle the side effect reaction by contacting the
doctor i.e.39 out of 101 sample size contact doctor to treat the experienced negative reaction of
an OTC product
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
8.2.15. Descriptive analysis for representation response to frequency of suffering from
fever
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Fig.8.20: Indicates the Frequency Response of Suffering from Fever
From the above figure, we can interpret that most of respondent experienced fever every
bimonthly i.e.37 out of 120 sample size experience fever every bimonthly
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
8.2.16. Descriptive analysis for representation response to frequency of suffering from pain
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Fig.8.21: Indicates the Frequency Response of Suffering from Pain
From the above figure, we can interpret that most of respondent experienced pain every monthly
i.e.36 out of 120 sample size experience pain every monthly
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
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8.2.17. Descriptive analysis for representation response to frequency of suffering from cold
flu
Fig.8.22: Indicates the Frequency Response of Suffering from Cold Flu
From the above figure, we can interpret that most of respondent experienced cold flu every half
yearly i.e.43 out of 120 sample size experience cold flu every half yearly
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
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8.2.18. Descriptive analysis for representation response to frequency of suffering from
acidity
Fig.8.23: Indicates the Frequency Response of Suffering from Acidity
From the above figure, we can interpret that most of respondent experienced acidity every
biweekly i.e.32 out of 120 sample size experience acidity every biweekly
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
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8.2.19. Descriptive analysis for representation response to frequency of suffering from
vomiting
Fig.8.24: Indicates the Frequency Response of Suffering from Vomiting
From the above figure, we can interpret that most of respondent experienced vomiting every half
yearly i.e.48 out of 120 sample size experience vomiting every half yearly
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
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8.2.20. Descriptive analysis for representation response to frequency of suffering from
diahorrea
Fig.8.25: Indicates the Frequency Response of Suffering from Diahorrea
From the above figure, we can interpret that most of respondent experienced diahorrea every
bimonthly i.e.43 out of 120 sample size experience vomiting bimonthly
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
8.2.21. Descriptive analysis for representation response to frequency usage of vitamin
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Fig.8.26: Indicates the Frequency Response Usage of Vitamin
From the above figure, we can interpret that most of respondent use vitamin every half yearly
i.e.37 out of 120 sample size use vitamin every half yearly
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
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8.2.22. Descriptive analysis for representation response to frequency of suffering from skin
disorder
Fig.8.27: Indicates the Frequency of Suffering from Skin Disorder
From the above figure, we can interpret that most of respondent suffering from skin disorder
every bimonthly i.e.28 out of 120 sample size suffering from skin disorder every bimonthly
Q.No.10.Whose Advice is taken when you decide on which OTC drug to buy?
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8.2.23. Descriptive analysis for representation response to an advice taken by doctor to
purchase an OTC product
Fig.8.28: Indicates the Importance of Doctor in Advice to Purchase OTC Product
From the above figure, we can interpret that most of respondent consider doctor as an important
person to take advice to buy an OTC product i.e.50 out of 120 sample size consider doctor
advice as rank 1 for purchase of OTC medicine
Q.No.10.Whose Advice is taken when you decide on which OTC drug to buy?
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8.2.24. Descriptive analysis for representation response to an advice taken by pharmacist to
purchase an OTC product
Fig.8.29: Indicates the Importance of Pharmacist in Advice to Purchase OTC Product
From the above figure, we can interpret that most of respondent don’t consider pharmacist as an
important person to take advice to buy an OTC product i.e.46 out of 120 sample size consider
pharmacist advice as rank 4 for purchase of OTC medicine
Q.No.10.Whose Advice is taken when you decide on which OTC drug to buy?
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8.2.25. Descriptive analysis for representation response to an advice taken by family,
friends, colleagues, acquaintance to purchase an OTC product
Fig.8.30: Indicates the Importance of Family, Friends, Colleagues, Acquaintance in Advice to
Purchase OTC Product
From the above figure, we can interpret that most of respondent consider family, friends,
colleagues, acquaintance as an most important people to take advice to buy an OTC product i.e.
50 out of 120 sample size consider family, friends, colleagues, acquaintance advice as rank 1 for
purchase of OTC medicine
Q.No.10.Whose Advice is taken when you decide on which OTC drug to buy?
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8.2.26. Descriptive analysis for representation response to an advice taken by media
advertisement to purchase an OTC product
Fig.8.31: Indicates the Importance of Media Advertisement in Advice to Purchase OTC
Product
From the above figure, we can interpret that most of respondent consider media advertisement as
an not so important factor to consider for taking advice to buy an OTC product i.e. 37 out of 120
sample size consider media advertisement advice as rank 6 for purchase of OTC medicine
Q.No.10.Whose Advice is taken when you decide on which OTC drug to buy?
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8.2.27. Descriptive analysis for representation response to an advice taken by past
experience to purchase an OTC product
Fig.8.32: Indicates the Importance of Past Experience as an Advice to Purchase OTC Product
From the above figure, we can interpret that most of respondent consider past experience as an
important factor to take advice to buy an OTC product i.e.40 out of 120 sample size consider
past experience as an advice on rank 2 for purchase of OTC medicine
Q.No.10.Whose Advice is taken when you decide on which OTC drug to buy?Rehan Faquih Rizvi Institute of Management Studies & Research
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8.2.28. Descriptive analysis for representation response to an advice taken by
advertisement on chemist store to purchase an OTC product
Fig.8.33: Indicates the Importance of Advertisement on Chemist Store in Advice to Purchase
OTC Product
From the above figure, we can interpret that most of respondent consider advertisement on
chemist store as an not so important factor to consider for taking advice to buy an OTC product
i.e. 52 out of 120 sample size consider media advertisement advice as rank 5 for purchase of
OTC medicine
Q.No.10.Whose Advice is taken when you decide on which OTC drug to buy?
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8.2.29. Descriptive analysis for representation response to an advice taken from internet
information to purchase an OTC product
Fig.8.34: Indicates the Importance of Internet Information in Advice to Purchase OTC
Product
From the above figure, we can interpret that most of respondent consider internet information as
an least important factor to consider for taking advice to buy an OTC product i.e. 78 out of 120
sample size consider internet information advice as rank 7 for purchase of OTC medicine
8.3. DATA INTERPRETATION OR ADVANCE ANALYSIS
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8.3.1. Cross Tab
Age * Overall how would you rate your current health
Ho: There is no significant difference between overall health of people and the age of a person
Ha: There is a significant difference between the overall health of people and the age of a person
Crosstab
Count
Overall how would you rate your current health
Totalexcellent Very good Fair poor Very poor
Age Below 25 yrs 4 17 3 0 0 24
25-35 6 19 9 4 1 39
35-45 0 19 9 2 0 30
Above 45 years 1 6 12 7 1 27
Total 11 61 33 13 2 120
Tab.8.1: Crosstab to identify overall health with respect to age of the person
Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 29.598a 12 .003
Likelihood Ratio 34.770 12 .001
Linear-by-Linear Association 18.583 1 .000
N of Valid Cases 120
a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .40.
Tab.8.2: Chi square to measure the overall health with respect to age of the person
Since, Value of Pearson chi square <0.05, we accept alternative hypothesis
Hence, we accept Ha.
There is significant difference between the overall health and the age of the person
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Age * would you say that you are taking more, fewer or about same number of product
than you did five year ago?
Ho: There is no significant difference between number of product usage and the age of a person
Ha: There is a significant difference between number of product usage and the age of a person
Crosstab
Count
Would you say that you are taking more, fewer or about same number of product than you did five year ago?
More Fewer About same Don't know Total
Age Below 25 yrs 7 4 11 2 24
25-35 13 15 8 3 39
35-45 12 6 10 2 30
Above 45 years
9 10 5 3 27
Total 41 35 34 10 120
Tab.8.3: Crosstab to identify number of product usage with respect to age of the person
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.354a 9 .405
Likelihood Ratio 9.318 9 .408
Linear-by-Linear Association .573 1 .449
N of Valid Cases 120
a. 4 cells (25.0%) have expected count less than 5. The minimum expected count is 2.00.
Tab.8.4: Chi square to measure number of product usage with respect to age of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho.
There is no significant difference between number of product usage and the age of the person
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Age * Are you likely to re-read the label again in the following circumstances?
Ho: There is no significant difference between usage of label and the age of a person
Ha: There is a significant difference between usage of label and the age of a person
Crosstab
Count
Are you likely to re-read the label again in the following circumstances?
OTC medicine to a child
OTC medicine with prescription drug at same
OTC medicine with OTC medicine at same time
Don't read label Other Total
Age Below 25 yrs
11 3 2 8 0 24
25-35 15 2 3 18 1 39
35-45 16 4 1 9 0 30
Above 45 years
10 0 0 16 1 27
Total 52 9 6 51 2 120
Tab.8.5: Crosstab to identify usage of packaging labels with respect to age of the person
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Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 13.527a 12 .332
Likelihood Ratio 17.033 12 .148
Linear-by-Linear Association
.818 1 .366
N of Valid Cases 120
Tab.8.6: Chi square to measure usage of packaging labels
with respect to age of the person
Since, Value of Pearson chi square >0.05, we accept Ho null
hypothesis
Hence, we accept Ho.
There is no significant difference between usage of label and
the age of the person
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Age * Based on what you know, what is most accurate way to determine the amount of
medicine to be taken in particular indication?
Ho: There is no significant difference between knowledge of dosage and the age of a person
Ha: There is a significant difference between knowledge of dosage and the age of a person
Crosstab
Count
Based on what you know, what is most accurate way to determine the amount of medicine to be taken in particular indication?
Weight Age
Both weight and age
Neither weight nor age
Don't know/not sure Total
Age Below 25 yrs
4 3 3 3 11 24
25-35 3 10 6 6 14 39
35-45 3 3 5 8 11 30
Above 45 years
5 4 5 5 8 27
Total 15 20 19 22 44 120
Tab.8.7: Crosstab to identify knowledge of usage of medicine with respect to age of the person
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Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 7.975a 12 .787
Likelihood Ratio 7.778 12 .802
Linear-by-Linear Association
.294 1 .587
N of Valid Cases 120
a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is 3.00.
Tab.8.8: Chi square to measure the knowledge of usage of
medicine with respect to age of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho.
There is no significant difference between knowledge of dosage and the age of the person
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Age * Have you ever taken more than the recommended dose of a non-prescription
medicine?
Ho: There is no significant difference between more usage of medicine and the age of a person
Ha: There is a significant difference between more usage of medicine and the age of a person
Crosstab
Count
Have you ever taken more than the recommended dose of a non-prescription medicine?
Yes NO Not sure Total
Age Below 25 yrs 3 11 10 24
25-35 12 7 20 39
35-45 15 4 11 30
Above 45 years 12 8 7 27
Total 42 30 48 120
Tab.8.9: Crosstab to identify excessive usage of medicine with respect to age of the person
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 15.773a 6 .015
Likelihood Ratio 16.319 6 .012
Linear-by-Linear Association
5.789 1 .016
N of Valid Cases 120
Tab.8.10: Chi square to measure excessive usage of
medicine with respect to age of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha.
There is no significant difference between more usage of medicine and the age of the person
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Age * what is the reason for taking more medicine is?
Ho: There is no significant difference between reason for taking more medicine and the age of a
person
Ha: There is a significant difference between reason for taking more medicine and the age of a
person
Crosstab
Count
What is the reason for taking more medicine is?
0-No response
Believe it relieves more quickly
Had severe symptoms
Didn't get any better by taking recommended dose
Used prescription Total
Age Below 25 yrs
19 0 4 1 0 24
25-35 27 0 5 6 1 39
35-45 14 5 5 5 1 30
Above 45 years
13 2 4 2 6 27
Total 73 7 18 14 8 120
Tab.8.11: Crosstab to identify reason for excessive usage of medicine with respect to age of
the person
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Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 29.098a 12 .004
Likelihood Ratio 29.331 12 .004
Linear-by-Linear Association
8.155 1 .004
N of Valid Cases 120
a. 15 cells (75.0%) have expected count less than 5. The minimum expected count is 1.40.
Tab.8.12: Chi square to measure the reason for excessive
usage of medicine with respect to age of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha.
There is no significant difference between more usage of medicine and the age of the person
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Age * Have you ever experienced any negative reaction or side effect from taking an OTC
product?
Ho: There is no significant difference between negative reaction experienced and the age of a
person
Ha: There is a significant difference between negative reaction experienced and the age of a
person
Crosstab
Count
Have you ever experienced any negative reaction or side effect from taking an OTC product?
Yes No Not sure Total
Age Below 25 yrs 17 5 2 24
25-35 33 5 1 39
35-45 19 9 2 30
Above 45 years
25 1 1 27
Total 94 20 6 120
Tab.8.13: Crosstab to identify experience of negative reaction with respect to age of the person
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Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 9.703a 6 .138
Likelihood Ratio 10.392 6 .109
Linear-by-Linear Association
.915 1 .339
N of Valid Cases 120
a. 6 cells (50.0%) have expected count less than 5. The minimum expected count is 1.20.
Tab.8.14: Chi square to measure the experience of negative reaction with respect to age of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho.
There is no significant difference between negative reaction experienced and the age of the
person
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Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Age * Pain
Ho: There is no significant difference between frequency of suffering from pain and the age of a
person
Ha: There is a significant difference between frequency of suffering from pain and the age of a
person
Crosstab
Count
Pain
Daily Weekly Biweekly Monthly Bimonthly Half yearly Yearly Total
Age
Below 25 yrs 0 2 6 3 6 6 1 24
25-35 0 0 7 13 12 7 0 39
35-45 0 2 3 14 9 2 0 30
Above 45 years 1 4 12 6 3 1 0 27
Total 1 8 28 36 30 16 1 120
Tab.8.15: Crosstab to identify the frequency of suffering with pain with respect to age of the
person
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Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 35.559a 18 .008
Likelihood Ratio 37.045 18 .005
Linear-by-Linear Association
13.312 1 .000
N of Valid Cases 120
a. 15 cells (53.6%) have expected count less than 5. The minimum expected count is .20.
Tab.8.16: Chi square to measure the frequency of suffering with pain with respect to age of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha.
There is significant difference between frequency of suffering from pain and the age of the
person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 156
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Age * Acidity
Ho: There is no significant difference between frequency of suffering from acidity and the age of
a person
Ha: There is a significant difference between frequency of suffering from acidity and the age of a
person
Crosstab
Count
Acidity
Daily Weekly Biweekly
Monthly Bimonthly Half yearly Total
Age
Below 25 yrs 3 3 10 2 5 1 24
25-35 6 5 7 11 8 2 39
35-45 2 7 11 5 2 3 30
Above 45 years 7 8 4 5 2 1 27
Total 18 23 32 23 17 7 120
Tab.8.17: Crosstab to identify the frequency of suffering from acidity with respect to age of
the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 157
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 20.925a 15 .139
Likelihood Ratio 21.185 15 .131
Linear-by-Linear Association
2.977 1 .084
N of Valid Cases 120
a. 12 cells (50.0%) have expected count less than 5. The minimum expected count is 1.40.
Tab.8.18: Chi square to measure the frequency of suffering from acidity with respect to age of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho.
There is no significant difference between frequency of suffering from acidity and the age of the
person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 158
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Age * Skin Disorder
Ho: There is no significant difference between frequency of suffering from skin disorder and the
age of a person
Ha: There is a significant difference between frequency of suffering from skin disorder and the
age of a person
Crosstab
Count
Skin Disorder
Daily Weekly Biweekly Monthly Bimonthly Half yearly Yearly Total
Age
Below 25 yrs 0 7 0 2 9 6 0 24
25-35 0 3 9 5 13 6 3 39
35-45 0 1 5 8 6 4 6 30
Above 45 years 2 4 5 7 0 6 3 27
Total 2 15 19 22 28 22 12 120
Tab.8.19: Crosstab to identify the frequency of suffering from skin disorder with respect to
age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 159
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 41.463a 18 .001
Likelihood Ratio 51.326 18 .000
Linear-by-Linear Association
.061 1 .804
N of Valid Cases 120
a. 19 cells (67.9%) have expected count less than 5. The minimum expected count is .40.
Tab.8.20: Chi square to measure the frequency of suffering from skin disorder with respect to age of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha.
There is significant difference between frequency of suffering from skin disorder and the age of
the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 160
Q.No.6. what makes you take decision on your own to purchase medicine?
Age * Past experience
Ho: There is no significant difference between past experience as the influence of purchase of
OTC product and the age of a person
Ha: There is a significant difference between past experience as the influence of purchase of
OTC product and the age of a person
Crosstab
Count
Past experience
Disagree Undecided Agree Strongly Agree Total
Age Below 25 yrs 1 3 10 10 24
25-35 0 9 13 17 39
35-45 0 10 12 8 30
Above 45 years 0 9 7 11 27
Total 1 31 42 46 120
Tab.8.21: Crosstab to identify influence of past experience in purchase of OTC drug with
respect to age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 161
Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.649a 9 .380
Likelihood Ratio 9.310 9 .409
Linear-by-Linear Association 1.022 1 .312
N of Valid Cases 120
a. 4 cells (25.0%) have expected count less than 5. The minimum expected count is .20.Tab.8.22: Chi square to measure the influence of past experience in purchase of OTC drug
with respect to age of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho. There is no significant difference between past experience as the influence
of purchase of OTC product and the age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 162
Q.No.6. what makes you take decision on your own to purchase medicine?
Age * Advertisement
Ho: There is no significant difference between advertisement as the influence of purchase of
OTC product and the age of a person
Ha: There is a significant difference between advertisement as the influence of purchase of OTC
product and the age of a person
Crosstab
Count
Advertisement
Strongly Disagree Disagree Undecided Agree
Strongly Agree Total
Age Below 25 yrs 3 10 6 5 0 24
25-35 6 14 11 8 0 39
35-45 4 5 11 9 1 30
Above 45 yrs 5 7 11 4 0 27
Total 18 36 39 26 1 120
Tab.8.23: Crosstab to identify influence of advertisement in purchase of OTC drug with
respect to age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 163
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 9.790a 12 .634
Likelihood Ratio 9.729 12 .640
Linear-by-Linear Association
.185 1 .667
N of Valid Cases 120
a. 7 cells (35.0%) have expected count less than 5. The minimum expected count is .20.Tab.8.24: Chi square to measure the influence of advertisement in purchase of OTC drug with respect to age of the personSince, Value of Pearson chi square >0.05, we accept Ho null hypothesis Hence, we accept Ho.
There is no significant difference between advertisement as the influence of purchase of OTC
product and the age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 164
Q.No.6. what makes you take decision on your own to purchase medicine?
Age * Chemist promotion
Ho: There is no significant difference between chemist promotion as the influence of purchase of
OTC product and the age of a person
Ha: There is a significant difference between chemist promotion as the influence of purchase of
OTC product and the age of a person
Crosstab
Count
Chemist promotion
Strongly Disagree Disagree Undecided Agree
Strongly Agree Total
Age Below 25 yrs 1 7 8 5 3 24
25-35 2 7 8 15 7 39
35-45 0 2 8 14 6 30
Above 45 yrs 2 4 8 8 5 27
Total 5 20 32 42 21 120
Tab.8.25: Crosstab to identify influence of chemist promotion in purchase of OTC drug with
respect to age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 165
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 10.573a 12 .566
Likelihood Ratio 11.990 12 .446
Linear-by-Linear Association
1.431 1 .232
N of Valid Cases 120
a. 8 cells (40.0%) have expected count less than 5. The minimum expected count is 1.00.Tab.8.26: Chi square to measure the influence of chemist promotion in purchase of OTC drug with respect to age of the personSince, Value of Pearson chi square >0.05, we accept Ho null hypothesis. Hence, we accept Ho.
There is no significant difference between chemist promotion as the influence of purchase of
OTC product and the age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 166
Q.No.7. please indicate the importance of following attribute in a purchase of OTC drug
Age * Family /Friend Recommendation
Ho: There is no significant difference between family or friend recommendation as the influence
of purchase of OTC product and the age of a person
Ha: There is a significant difference between family or friend recommendation as the influence
of purchase of OTC product and the age of a person
Crosstab
Count
Family /Friend Recommendation
Unimportant
Of little importance
Moderately important Important
Very important Total
Age
Below 25 yrs
4 6 5 2 7 24
25-35 6 11 8 3 11 39
35-45 5 2 6 5 12 30
Above 45 yrs
5 6 7 2 7 27
Total 20 25 26 12 37 120
Tab.8.27: Crosstab to identify influence of family /friends recommendation in purchase of
OTC drug with respect to age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 167
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 7.449a 12 .827
Likelihood Ratio 8.133 12 .775
Linear-by-Linear Association
.070 1 .792
N of Valid Cases 120
a. 6 cells (30.0%) have expected count less than 5. The minimum expected count is 2.40.Tab.8.28: Chi square to measure the influence of family/friends recommendation in purchase of OTC drug with respect to age of the personSince, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho.
There is no significant difference between family or friend recommendation as the influence of
purchase of OTC product and the age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 168
Q.No.8. Have you seen advertisement of OTC drug recently, if Yes, please indicate if you
have use or recommended it to others?
Age * Magazine
Ho: There is no significant difference between advertisement effect of magazine as the influence
of purchase of OTC product and the age of a person
Ha: There is a significant difference between advertisement effect of magazine as the influence
of purchase of OTC product and the age of a person
Crosstab
Count
Magazine
Definitely recommend/use
Probably will recommend/ use
Not sure
Probably will not recommend /use
Definitely will not recommend/use
Never used/ Recommended Total
Age Below 25 yrs
2 9 7 3 3 0 24
25-35 4 16 0 5 4 10 39
35-45 2 12 10 2 4 0 30
Above 45 years
6 13 2 2 3 1 27
Total 14 50 19 12 14 11 120
Tab.8.29: Crosstab to identify advertisement effect of magazine influences in purchase of
OTC drug with respect to age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 169
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 38.306a 15 .001
Likelihood Ratio 43.827 15 .000
Linear-by-Linear Association
2.499 1 .114
N of Valid Cases 120
a. 19 cells (79.2%) have expected count less than 5. The minimum expected count is 2.20.Tab.8.30: Chi square to measure advertisement effect of magazine influences in purchase of OTC drug with respect to age of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha.
There is significant difference between advertisement effect of magazine as the influence of
purchase of OTC product and the age of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 170
Gender * Overall how would you rate your current health?
Ho: There is no significant difference between overall health and gender of people
Ha: There is a significant difference between overall health and gender of people
Crosstab
Count
Overall how would you rate your current health?
Excellent Very good good PoorVery poor Total
Gender Male 4 25 17 9 2 57
Female 7 36 16 4 0 63
Total 11 61 33 13 2 120
Tab.8.31: Crosstab to identify overall health with respect to gender of the person
Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 6.471a 4 .167
Likelihood Ratio 7.299 4 .121
Linear-by-Linear Association 5.711 1 .017
N of Valid Cases 120
a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is .95.
Tab.8.32: Chi square to measure the overall health with respect to gender of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
There is no significant difference between overall health and gender of people
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 171
Gender * Would you say that you are taking more, fewer or about same number of product
than you did five year ago?
Crosstab
Count
Would you say that you are taking more, fewer or about same number of product than you did five year ago?
More Fewer About same Don't know Total
Gender Male 20 14 18 5 57
Female 21 21 16 5 63
Total 41 35 34 10 120
Tab.8.33: Crosstab to identify number of product usage with respect to gender of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 1.245a 3 .742
Likelihood Ratio 1.251 3 .741
Linear-by-Linear Association
.117 1 .733
N of Valid Cases 120
a. 1 cells (12.5%) have expected count less than 5. The minimum expected count is 4.75.
Tab.8.34: Chi square to measure number of product usage with respect to gender of the
person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha
There is no significant difference between number of product usage and gender
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 172
Gender * Are you likely to re-read the label again in the following circumstances?
Ho: There is no significant difference between usage of packaging instruction and gender of
people
Ha: There is a significant difference between usage of packaging instruction and gender of
people
Crosstab
Count
Are you likely to re-read the label again in the following circumstances?
OTC medicine to a child
OTC medicine with prescription drug at same
OTC medicine with OTC medicine at same time
Don't read label Other Total
Gender Male 24 5 2 25 1 57
Female 28 4 4 26 1 63
Total 52 9 6 51 2 120
Tab.8.35: Crosstab to identify usage of packaging labels with respect to gender of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 173
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square .807a 4 .937
Likelihood Ratio .818 4 .936
Linear-by-Linear Association
.039 1 .844
N of Valid Cases 120
a. 6 cells (60.0%) have expected count less than 5. The minimum expected count is .95.
Tab.8.36: Chi square to measure usage of packaging labels with respect to gender of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
There is no significant difference between usage of packaging instruction and gender of people
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 174
Gender * If you have more than one symptom at same time like headache, sore throat, how
likely are you to take more than one OTC medicine?
Ho: There is no significant difference between usage of multiple drug and gender of people
Ha: There is a significant difference between usage of multiple drug and gender of people
Crosstab
Count
If you have more than one symptom at same time like headache, sore throat, how likely are you to take more than one OTC medicine?
Not at all likely
Not very likely
Somewhat likely
Very likely
Extremely likely Total
Gender Male 7 19 11 10 10 57
Female 7 11 12 23 10 63
Total 14 30 23 33 20 120
Tab.8.37: Crosstab to identify excessive usage of multidrug with respect to gender of the
person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 7.016a 4 .135
Likelihood Ratio 7.165 4 .127
Linear-by-Linear Association
2.068 1 .150
N of Valid Cases 120
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 6.65.
Tab.8.38: Chi square to measure multidrug usage of medicine with respect to gender of the person.
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
There is no significant difference between usage of multiple drug and gender of people
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 175
Gender * Have you ever experienced any negative reaction or side effect from taking an
OTC product?
Ho: There is no significant difference between negative reaction or side effect and gender of
people
Ha: There is a significant difference between negative reaction or side effect and gender of
people
Crosstab
Count
Have you ever experienced any negative reaction or side effect from taking an OTC product?
Yes No Not sure Total
Gender Male 47 8 2 57
Female 47 12 4 63
Total 94 20 6 120
Tab.8.39: Crosstab to identify experience of negative reaction with respect to gender of the
person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 176
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 1.170a 2 .557
Likelihood Ratio 1.185 2 .553
Linear-by-Linear Association
1.148 1 .284
N of Valid Cases 120
a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 2.85.
Tab.8.40: Chi square to measure the experience of negative reaction with respect to gender of
the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
There is no significant difference between negative reaction or side effect and gender of people
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 177
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Gender * Pain
Ho: There is no significant difference between frequency of pain suffering and gender of people
Ha: There is a significant difference between frequency of pain suffering and gender of people
Crosstab
Count
Pain
Daily Weekly Biweekly Monthly Bimonthly Half yearly Yearly Total
Gender Male 0 4 13 16 15 9 0 57
Female 1 4 15 20 15 7 1 63
Total 1 8 28 36 30 16 1 120
Tab.8.41: Crosstab to identify the frequency of suffering with pain with respect to gender of
the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 2.544a 6 .864
Likelihood Ratio 3.311 6 .769
Linear-by-Linear Association
.280 1 .597
N of Valid Cases 120
a. 6 cells (42.9%) have expected count less than 5. The minimum expected count is .48.
Tab.8.42: Chi square to measure the frequency of suffering with pain with respect to gender
of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
There is no significant difference between frequency of pain suffering and gender of people
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 178
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Gender * Acidity
Ho: There is no significant difference between frequency of acidity suffering and gender of
people
Ha: There is a significant difference between frequency of acidity suffering and gender of people
Crosstab
Count
Acidity
Daily Weekly Biweekly Monthly Bimonthly Half yearly Total
Gender Male 9 12 15 9 7 5 57
Female 9 11 17 14 10 2 63
Total 18 23 32 23 17 7 120
Tab.8.43: Crosstab to identify the frequency of suffering from acidity with respect to gender of
the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 2.778a 5 .734
Likelihood Ratio 2.825 5 .727
Linear-by-Linear Association
.017 1 .896
N of Valid Cases 120
a. 2 cells (16.7%) have expected count less than 5. The minimum expected count is 3.33.
Tab.8.44: Chi square to measure the frequency of suffering from acidity with respect to
gender of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 179
There is no significant difference between frequency of acidity suffering and gender of people
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Gender * Skin Disorder
Ho: There is no significant difference between frequency of skin problem suffering and gender
of people
Ha: There is a significant difference between frequency of skin problem suffering and gender of
people
Crosstab
Count
Skin Disorder
Daily WeeklyBiweekly Monthly Bimonthly
Half yearly Yearly Total
Gender
Male 1 6 9 10 16 10 5 57
Female
1 9 10 12 12 12 7 63
Total 2 15 19 22 28 22 12 120
Tab.8.45: Crosstab to identify the frequency of suffering from skin disorder with respect to
gender of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 180
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 1.625a 6 .951
Likelihood Ratio 1.629 6 .950
Linear-by-Linear Association
.045 1 .833
N of Valid Cases 120
a. 2 cells (14.3%) have expected count less than 5. The minimum expected count is .95.
Tab.8.46: Chi square to measure the frequency of suffering from skin disorder with respect to
gender of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis Hence, we accept Ho
and reject Ha. There is no significant difference between frequency of skin problem suffering
and gender of people
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 181
Q.No.6. what makes you take decision on your own to purchase medicine?
Gender * Past experience
Ho: There is no significant difference between past experience as the influence of purchase of
OTC product and gender of a person
Ha: There is a significant difference between past experience as the influence of purchase of
OTC product and gender of a person
Crosstab
Count
Past experience
Disagree Undecided Agree Strongly Agree Total
Gender Male 0 15 22 20 57
Female 1 16 20 26 63
Total 1 31 42 46 120
Tab.8.47: Crosstab to identify influence of past experience in purchase of OTC drug with
respect to gender of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 1.614a 3 .656
Likelihood Ratio 1.999 3 .573
Linear-by-Linear Association
.069 1 .793
N of Valid Cases 120
a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is .48.Tab.8.48: Chi square to measure the influence of past experience in purchase of OTC drug
with respect to gender of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 182
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis Hence, we accept Ho
and reject Ha. aThere is no significant difference between past experience as the influence of
purchase of OTC product and gender of a person
Q.No.6. what makes you take decision on your own to purchase medicine?
Gender * Advertisement
Ho: There is no significant difference between advertisement as the influence of purchase of
OTC product and gender of a person
Ha: There is a significant difference between advertisement as the influence of purchase of OTC
product and gender of a person
Crosstab
Count
Advertisement
Strongly Disagree Disagree Undecided Agree
Strongly Agree Total
Gender Male 11 16 16 13 1 57
Female 7 20 23 13 0 63
Total 18 36 39 26 1 120
Tab.8.49: Crosstab to identify influence of advertisement in purchase of OTC drug with
respect to gender of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 183
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 3.298a 4 .509
Likelihood Ratio 3.691 4 .449
Linear-by-Linear Association
.144 1 .704
N of Valid Cases 120
a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is .48.Tab.8.50: Chi square to measure the influence of advertisement in purchase of OTC drug
with respect to gender of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis Hence, we accept Ho.
There is no significant difference between advertisement as the influence of purchase of OTC
product and gender of a person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 184
Q.No.7. please indicate the importance of following attribute in a purchase of OTC drug?
Gender * Price
Ho: There is no significant difference between price as an attribute that influence of purchase of
OTC product and gender of a person
Ha: There is a significant difference between price as an attribute that influence of purchase of
OTC product and gender of a person
Crosstab
Count
Price
Of little importance
Moderately important Important Very important Total
Gender Male 19 18 12 8 57
Female 9 9 26 19 63
Total 28 27 38 27 120
Tab.8.51: Crosstab to identify influence of price in purchase of OTC drug with respect to
gender of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 15.951a 3 .001
Likelihood Ratio 16.305 3 .001
Linear-by-Linear Association
13.020 1 .000
N of Valid Cases 120
Tab.8.52: Chi square to measure the influence of price in purchase of OTC drug with respect
to gender of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 185
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho. There is significant difference between price as an attribute
that influence of purchase of OTC product and gender of a person
Q.No.7. please indicate the importance of following attribute in a purchase of OTC drug?
Gender * Promotion
Ho: There is no significant difference between promotion as an attribute that influence of
purchase of OTC product and gender of a person
Ha: There is a significant difference between promotion as an attribute that influence of purchase
of OTC product and gender of a person
Crosstab
Count
Promotion
UnimportantOf little importance
Moderately important Important
Very important Total
Gender
Male 3 12 13 20 9 57
Female 0 15 23 20 5 63
Total 3 27 36 40 14 120
Tab.8.53: Crosstab to identify influence of promotion in purchase of OTC drug with respect to
gender of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 186
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 6.971a 4 .137
Likelihood Ratio 8.166 4 .086
Linear-by-Linear Association
.363 1 .547
N of Valid Cases 120
a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is 1.43.Tab.8.54: Chi square to measure the influence of promotion in purchase of OTC drug with
respect to gender of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha. There is no significant difference between promotion as an
attribute that influence of purchase of OTC product and gender of a person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 187
Q.No.7. please indicate the importance of following attribute in a purchase of OTC drug?
Gender * Pharmacist recommendation
Ho: There is no significant difference between pharmacist recommendation as an attribute that
influence of purchase of OTC product and gender of a person
Ha: There is a significant difference between pharmacist recommendation as an attribute that
influence of purchase of OTC product and gender of a person
Crosstab
Count
Pharmacist recommendation
Moderately important Important
Very important Total
Gender Male 9 32 16 57
Female 11 31 21 63
Total 20 63 37 120
Tab.8.55: Crosstab to identify influence of Pharmacist recommendation in purchase of OTC
drug with respect to gender of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 188
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square .593a 2 .743
Likelihood Ratio .594 2 .743
Linear-by-Linear Association
.084 1 .772
N of Valid Cases 120
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 9.50.Tab.8.56: Chi square to measure the influence of Pharmacist recommendation in purchase of
OTC drug with respect to gender of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho. There is no significant difference between pharmacist recommendation as
an attribute that influence of purchase of OTC product and gender of a person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 189
Q.No.7. please indicate the importance of following attribute in a purchase of OTC drug?
Gender * Family /Friend Recommendation
Ho: There is no significant difference between family or friend recommendation as an attribute
that influence of purchase of OTC product and gender of a person
Ha: There is a significant difference between family or friend recommendation as an attribute
that influence of purchase of OTC product and gender of a person
Crosstab
Count
Family /Friend Recommendation
UnimportantOf little importance
Moderately important Important
Very important Total
Gender
Male 8 13 11 6 19 57
Female 12 12 15 6 18 63
Total 20 25 26 12 37 120
Tab.8.57: Crosstab to identify influence of family /friends recommendation in purchase of
OTC drug with respect to gender of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 1.185a 4 .881
Likelihood Ratio 1.190 4 .880
Linear-by-Linear Association
.384 1 .535
N of Valid Cases 120
Tab.8.58: Chi square to measure the influence of family /friends recommendation in purchase
of OTC drug with respect to gender of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 190
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis hence, we accept Ho.
There is no significant difference between family or friend recommendation as an attribute that
influence of purchase of OTC product and gender of a person
Q.No.8. Have you seen advertisement of OTC drug recently, if Yes, please indicate if you
have use or recommended it to others?
Gender * Television
Ho: There is no significant difference between advertisement effect of television on purchase of
OTC product and gender of a person
Ha: There is a significant difference between advertisement effect of television on purchase of
OTC product and gender of a person
Crosstab
Television
Definitely recommend/use
Probably will recommend/ use
Not sure
Probably will not recommend /use
Definitely will not recommend/use Total
Gender Male 13 13 11 16 4 57
Female 7 15 14 21 6 63
Total 20 28 25 37 10 120
Tab.8.59: Crosstab to identify advertisement effect of television influences in purchase of OTC
drug with respect to gender of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 191
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 3.086a 4 .543
Likelihood Ratio 3.112 4 .539
Linear-by-Linear Association
2.065 1 .151
N of Valid Cases 120
Tab.8.60: Chi square to measure advertisement effect of television influences in purchase of
OTC drug with respect to gender of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis hence, we accept Ho and
reject Ha .There is no significant difference between advertisement effect of television on
purchase of OTC product and gender of a person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 192
Q.No.8. Have you seen advertisement of OTC drug recently, if Yes, please indicate if you
have use or recommended it to others?
Gender * Chemist shop
Ho: There is no significant difference between advertisement effect of chemist shop on purchase
of OTC product and gender of a person
Ha: There is a significant difference between advertisement effect of chemist shop on purchase
of OTC product and gender of a person
Crosstab
Chemist shop
Definitely recommend/use
Probably will recommend/ use
Not sure
Probably will not recommend /use
Definitely will not recommend/use
Never used/ Recommended Total
Gender Male 17 15 10 1 6 8 57
Female 22 10 9 13 8 1 63
Total 39 25 19 14 14 9 120
Tab.8.61: Crosstab to identify advertisement effect of chemist shop influences in purchase of
OTC drug with respect to gender of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 193
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 17.453a 5 .004
Likelihood Ratio 20.090 5 .001
Linear-by-Linear Association
.212 1 .645
N of Valid Cases 120
Tab.8.62: Chi square to measure advertisement effect of chemist shop influences in purchase
of OTC drug with respect to gender of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis hence, we reject Ho and
accept Ha. There is significant difference between advertisement effect of chemist shop on
purchase of OTC product and gender of a person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 194
Nature of family * Overall how would you rate your current health?
Ho: There is no significant difference between overall health and nature of family
Ha: There is a significant difference between overall health and nature of family
Crosstab
Count
Overall how would you rate your current health?
Excellent Very good good Poor 5 Total
Nature of family Nuclear 7 33 24 8 1 73
Joint 4 28 9 5 1 47
Total 11 61 33 13 2 120
Tab.8.63: Crosstab to identify overall health with respect to nature of family of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 3.258a 4 .516
Likelihood Ratio 3.334 4 .504
Linear-by-Linear Association
.460 1 .497
N of Valid Cases 120
a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is .78.
Tab.8.64: Chi square to measure the overall health with respect to nature of family of the
person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho.
There is no significant difference between overall health and nature of family
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 195
Nature of family * would you say that you are taking more, fewer or about same number of
product than you did five year ago?
Ho: There is no significant difference between number of product usage and nature of family
Ha: There is a significant difference between number of product usage and nature of family
Crosstab
Count
Would you say that you are taking more, fewer or about same number of product than you did five year ago?
More Fewer About same Don't know Total
Nature of family
Nuclear 27 17 23 6 73
Joint 14 18 11 4 47
Total 41 35 34 10 120
Tab.8.65: Crosstab to identify number of product usage with respect to nature of family of the
person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 3.308a 3 .347
Likelihood Ratio 3.275 3 .351
Linear-by-Linear Association
.000 1 .986
N of Valid Cases 120
Tab.8.66: Chi square to measure number of product usage with respect to nature of family of
the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha There is no significant difference between number of product
usage and nature of family
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 196
Nature of family * Are you likely to re-read the label again in the following circumstances?
Ho: There is no significant difference between usage of packaging instruction and nature of
family
Ha: There is a significant difference between usage of packaging instruction and nature of family
Crosstab
Count
Are you likely to re-read the label again in the following circumstances?
OTC medicine to a child
OTC medicine with prescription drug at same
OTC medicine with OTC medicine at same time
Don't read label Other Total
Nature of family
Nuclear 32 6 3 32 0 73
Joint 20 3 3 19 2 47
Total 52 9 6 51 2 120
Tab.8.67: Crosstab to identify usage of packaging labels with respect to nature of family of the
person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 3.620a 4 .460
Likelihood Ratio 4.259 4 .372
Linear-by-Linear Association
.124 1 .725
N of Valid Cases 120
Tab.8.68: Chi square to measure usage of packaging labels with respect to nature of family of
the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.There is no significant difference between usage of
packaging instruction and nature of family
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 197
Nature of family * Based on what you know, what is most accurate way to determine the
amount of medicine to be taken in particular indication?
Ho: There is no significant difference between knowledge of dosing and nature of family
Ha: There is a significant difference between knowledge of dosing and nature of family
Crosstab
Count
Based on what you know, what is most accurate way to determine the amount of medicine to be taken in particular indication?
Weight Age
Both weight and age
Neither weight nor age
Don't know/not sure Total
Nature of family
Nuclear 12 14 10 14 23 73
Joint 3 6 9 8 21 47
Total 15 20 19 22 44 120
Tab.8.69: Crosstab to identify knowledge of usage of medicine with respect to nature of family
of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 4.980a 4 .289
Likelihood Ratio 5.196 4 .268
Linear-by-Linear Association
3.529 1 .060
N of Valid Cases 120
Tab.8.70: Chi square to measure the knowledge of usage of medicine with respect to nature of
family of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha. There is no significant difference between usage of
knowledge of dosing and nature of family
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 198
Nature of family * Have you ever taken more than the recommended dose of a non-
prescription medicine?
Ho: There is no significant difference between overdosage of OTC medicine and nature of
family
Ha: There is a significant difference between overdosage of OTC medicine and nature of family
Crosstab
Count
Have you ever taken more than the recommended dose of a non-prescription medicine?
Yes NO Not sure Total
Nature of family
Nuclear 27 16 30 73
Joint 15 14 18 47
Total 42 30 48 120
Tab.8.71: Crosstab to identify excessive usage of medicine with respect to nature of family of
the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square .974a 2 .614
Likelihood Ratio .964 2 .618
Linear-by-Linear Association
.020 1 .889
N of Valid Cases 120
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 11.75.
Tab.8.72: Chi square to measure excessive usage of medicine with respect to nature of family
of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 199
There is no significant difference between overdosage of OTC medicine and nature of family
Nature of family * If yes, how much more have you taken?
Ho: There is no significant difference between reason of overdosage and nature of family
Ha: There is a significant difference between reason of overdosage and nature of family
Crosstab
Count
If yes, how much more have you taken?
No response
More than recommended no of pills at single time
Next dose sooner than directed on label
More no of dosages per day directed on label
Don't know Total
Nature of family
Nuclear 43 6 16 4 4 73
Joint 30 5 7 5 0 47
Total 73 11 23 9 4 120
Tab.8.73: Crosstab to identify reason for excessive usage of medicine with respect to nature of
family of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 4.622a 4 .328
Likelihood Ratio 6.014 4 .198
Linear-by-Linear Association
.675 1 .411
N of Valid Cases 120
a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is 1.57.
Tab.8.74: Chi square to measure the reason for excessive usage of medicine with respect to
nature of family of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 200
There is no significant difference between overdosage of OTC medicine and nature of family
Nature of family * If you have more than one symptom at same time like headache, sore
throat, how likely are you to take more than one OTC medicine?
Ho: There is no significant difference between usage of multiple drug and nature of family
Ha: There is a significant difference between usage of multiple drug and nature of family
Crosstab
Count
If you have more than one symptom at same time like headache, sore throat, how likely are you to take more than one OTC medicine?
Not at all likely
Not very likely
Somewhat likely
Very likely
Extremely likely Total
Nature of family
Nuclear 9 21 17 17 9 73
Joint 5 9 6 16 11 47
Total 14 30 23 33 20 120
Tab.8.75: Crosstab to identify usage of multidrug with respect to nature of family of the
person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 6.086a 4 .193
Likelihood Ratio 6.131 4 .190
Linear-by-Linear Association
3.637 1 .057
N of Valid Cases 120
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.48.
Tab.8.76: Chi square to measure multidrug usage of medicine with respect to nature of family
of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 201
There is no significant difference between usage of multiple drug and nature of family
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Nature of family * Cold,Flu
Ho: There is no significant difference between frequency of cold flu suffering and nature of
family
Ha: There is a significant difference between frequency of cold flu suffering and nature of family
Crosstab
Count
Cold,Flu
Weekly Biweekly Monthly Bimonthly
Half yearly Yearly Total
Nature of family
Nuclear 1 7 18 22 25 0 73
Joint 0 1 6 18 18 4 47
Total 1 8 24 40 43 4 120
Tab.8.77: Crosstab to identify the frequency of suffering with cold flu with respect to nature of
family of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 11.968a 5 .035
Likelihood Ratio 14.140 5 .015
Linear-by-Linear Association
7.450 1 .006
N of Valid Cases 120
Tab.8.78: Chi square to measure the frequency of suffering with cold flu with respect to
nature of family of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 202
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis Hence, we accept Ha and
reject Ho. There is significant difference between frequency of cold flu suffering and nature of
family
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Nature of family * Vitamin
Ho: There is no significant difference between frequency of vitamin usage and nature of family
Ha: There is a significant difference between frequency of vitamin usage and nature of family
Crosstab
Count
Vitamin
Daily Weekly Biweekly Monthly Bimonthly
Half yearly Yearly Total
Nature of family
Nuclear
3 3 10 5 20 18 14 73
Joint 1 1 2 9 5 19 10 47
Total 4 4 12 14 25 37 24 120
Tab.8.79: Crosstab to identify the frequency of suffering from vitamin with respect to nature
of family of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 13.154a 6 .041
Likelihood Ratio 13.730 6 .033
Linear-by-Linear Association
1.904 1 .168
N of Valid Cases 120
a. 5 cells (35.7%) have expected count less than 5. The minimum expected count is 1.57.
Tab.8.80: Chi square to measure the frequency of suffering from vitamin with respect to
nature of family of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 203
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between frequency of vitamin usage and nature of family
Q.No.6. what makes you take decision on your own to purchase medicine?
Nature of family * Past experience
Ho: There is no significant difference between past experience as the influence of purchase of
OTC product and nature of family
Ha: There is a significant difference between past experience as the influence of purchase of
OTC product and nature of family
Crosstab
Count
Past experience
Disagree Undecided Agree Strongly Agree Total
Nature of family Nuclear 1 22 29 21 73
Joint 0 9 13 25 47
Total 1 31 42 46 120
Tab.8.81: Crosstab to identify influence of past experience in purchase of OTC drug with
respect to nature of family of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 7.619a 3 .055
Likelihood Ratio 7.932 3 .047
Linear-by-Linear Association
6.222 1 .013
N of Valid Cases 120
a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is .39.Tab.8.82: Chi square to measure the influence of past experience in purchase of OTC drug
with respect to nature of family of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 204
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho. There is no significant difference between past experience as the influence
of purchase of OTC product and nature of family
Q.No.6. what makes you take decision on your own to purchase medicine?
Nature of family * Advertisement
Ho: There is no significant difference between advertisement as the influence of purchase of
OTC product and nature of family
Ha: There is a significant difference between advertisement as the influence of purchase of OTC
product and nature of family
Crosstab
Count
Advertisement
Strongly Disagree Disagree Undecided Agree
Strongly Agree Total
Nature of family
Nuclear 12 23 26 11 1 73
Joint 6 13 13 15 0 47
Total 18 36 39 26 1 120
Tab.8.83: Crosstab to identify influence of advertisement in purchase of OTC drug with
respect to nature of family of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 205
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 5.344a 4 .254
Likelihood Ratio 5.597 4 .231
Linear-by-Linear Association
1.787 1 .181
N of Valid Cases 120
a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is .39.Tab.8.84: Chisquare to measure the influence of advertisement in purchase of OTC drug with
respect to nature of family of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho.There is no significant difference between advertisement as the influence
of purchase of OTC product and nature of family
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 206
Q.No.7. Please indicate the importance of following attribute in a purchase of OTC drug
Nature of family * Price
Ho: There is no significant difference between price as an attribute that influence of purchase of
OTC product and nature of family
Ha: There is a significant difference between price as an attribute that influence of purchase of
OTC product and nature of family
Crosstab
Count
Price
Of little importance
Moderately important Important
Very important Total
Nature of family
Nuclear 20 16 22 15 73
Joint 8 11 16 12 47
Total 28 27 38 27 120
Tab.8.85: Crosstab to identify influence of price in purchase of OTC drug with respect to
nature of family of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 207
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 1.801a 3 .615
Likelihood Ratio 1.852 3 .604
Linear-by-Linear Association
1.430 1 .232
N of Valid Cases 120
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 10.58.Tab.8.86: Chi square to measure the influence of price in purchase of OTC drug with respect
to nature of family of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho. There is no significant difference between price as an attribute that
influence of purchase of OTC product and nature of family
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 208
Q.No.7. Please indicate the importance of following attribute in a purchase of OTC drug
Nature of family * past experience
Ho: There is no significant difference between past experience as an attribute that influence of
purchase of OTC product and nature of family
Ha: There is a significant difference between past experience as an attribute that influence of
purchase of OTC product and nature of family
Crosstab
Count
past experience
Moderately important Important Very important Total
Nature of family Nuclear 24 31 18 73
Joint 10 27 10 47
Total 34 58 28 120
Tab.8.87: Crosstab to identify influence of past experience in purchase of OTC drug with
respect to nature of family of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 209
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 2.826a 2 .243
Likelihood Ratio 2.855 2 .240
Linear-by-Linear Association
.373 1 .542
N of Valid Cases 120
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 10.97.Tab.8.88: Chi square to measure the influence of past experience in purchase of OTC drug
with respect to nature of family of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho. There is no significant difference between past experience as an attribute
that influence of purchase of OTC product and nature of family
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 210
Q.No.7. Please indicate the importance of following attribute in a purchase of OTC drug
Nature of family * Family /Friend Recommendation
Ho: There is no significant difference between family/friend recommendation as an attribute that
influence of purchase of OTC product and nature of family
Ha: There is a significant difference between family/friend recommendation as an attribute that
influence of purchase of OTC product and nature of family
Crosstab
Count
Family /Friend Recommendation
Unimportant
Of little importance
Moderately important Important
Very important Total
Nature of family
Nuclear 13 14 15 7 24 73
Joint 7 11 11 5 13 47
Total 20 25 26 12 37 120
Tab.8.89: Crosstab to identify influence of family /friends recommendation in purchase of
OTC drug with respect to nature of family of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 211
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square .782a 4 .941
Likelihood Ratio .784 4 .941
Linear-by-Linear Association
.079 1 .779
N of Valid Cases 120
a. 1 cells (10.0%) have expected count less than 5. The minimum expected count is 4.70.Tab.8.90: Chi square to measure the influence of family /friends recommendation in purchase
of OTC drug with respect to nature of family of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho. There is no significant difference between family/friend recommendation
as an attribute that influence of purchase of OTC product and nature of family
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 212
Q.No.8. Have you seen advertisement of OTC drug recently, if Yes, please indicate if you
have use or recommended it to others?
Nature of family * Television
Ho: There is no significant difference between advertisement effect of television on purchase of
OTC product and nature of family
Ha: There is a significant difference between advertisement effect of television on purchase of
OTC product and nature of family
Crosstab
Television
Definitely recommend/use
Probably will recommend/ use
Not sure
Probably will not recommend /use
Definitely will
not
recommend/use Total
Nature of family
Nuclear 15 16 16 20 6 73
Joint 5 12 9 17 4 47
Total 20 28 25 37 10 120
Tab.8.91: Crosstab to identify advertisement effect of television influences in purchase of OTC
drug with respect to nature of family of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 213
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 2.667a 4 .615
Likelihood Ratio 2.760 4 .599
Linear-by-Linear Association
1.208 1 .272
N of Valid Cases 120
a. 1 cells (10.0%) have expected count less than 5. The minimum expected count is 3.92.
Tab.8.92: Chi square to measure advertisement effect of television influences in purchase of
OTC drug with respect to nature of family of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho.
There is no significant difference between advertisement effect of television on purchase of OTC
product and nature of family
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 214
Q.No.10. Whose Advice is taken when you decide on which OTC drug to buy? Rank
accordingly
Nature of family * Past experience
Crosstab
Ho. There is no significant relation between nature family and past
experiences as a parameter of advice to purchase an OTC product
Ha .There is significant relation between nature family and past experiences as
a parameter of advice to purchase an OTC product
Count
Past experience
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Total
Nature of
family
Nuclear 1 29 11 11 9 12 73
Joint 1 11 17 10 5 3 47
Total 2 40 28 21 14 15 120
Tab.8.93: Crosstab to identify past experience as a mean of advice which influences in
purchase of OTC drug with respect to nature of family of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 215
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 10.852a 5 .054
Likelihood Ratio 11.005 5 .051
Linear-by-Linear Association
.223 1 .636
N of Valid Cases 120
a. 2 cells (16.7%) have expected count less than 5. The minimum expected count is .78.Tab.8.94: Chi square to measure past experience as a mean of advice which influences in
purchase of OTC drug with respect to nature of family of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we reject Ho and accept Ha.
There is significant relation between nature family and past experiences as a parameter of advice
to purchase an OTC product
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 216
Q.No.10. Whose Advice is taken when you decide on which OTC drug to buy? Rank
accordingly
Nature of family * Advertisement on chemist store
Ho. There is no significant relation between nature family and advertisement chemist store as a
parameter of advice to purchase an OTC product
Ha. There is significant relation between nature family and advertisement chemist store as a
parameter of advice to purchase an OTC product
Crosstab
Count
Advertisement on chemist store
Rank 1 Rank 2 Rank 3 Rank 5 Rank 6 Rank 7 Total
Nature of family
Nuclear 0 13 0 36 14 10 73
Joint 1 3 1 16 20 6 47
Total 1 16 1 52 34 16 120
Tab.8.95: Crosstab to identify advertisement chemist store as a mean of advice which
influences in purchase of OTC drug with respect to nature of family of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 217
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 12.977a 5 .024
Likelihood Ratio 13.802 5 .017
Linear-by-Linear Association
2.414 1 .120
N of Valid Cases 120
a. 4 cells (33.3%) have expected count less than 5. The minimum expected count is .39.
Tab.8.96: Chi square to measure advertisement chemist store as a mean of advice which
influences in purchase of OTC drug with respect to nature of family of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we reject Ho and accept Ha.
There is significant relation between nature family and past experiences as a parameter of advice
to purchase an OTC product
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 218
Education * Think about the condition, when you had suffered from some general problem
like cold , cough, sore throat etc. recently, what did you do generally in these ailments?
Ho: There is no significant difference between approach to find treatment and education
Ha: There is a significant difference between approach to find treatment and education
Crosstab
Count
Think about the condition, when you had suffered from some general problem like cold , cough, sore throat etc.recently, what did you do generally in these ailments?
Used medicine already at home
See doctor
Purchased OTC medicine
Purchased prescription drug
Use home remedy
Used nothing Total
Education School level 5 0 1 1 3 1 11
Graduate 9 13 16 6 2 2 48
Post graduate
2 5 8 2 2 2 21
Professional 3 6 10 12 6 3 40
Total 19 24 35 21 13 8 120
Tab.8.97: Crosstab to identify approach to find treatment for general ailment with respect to
education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 219
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 27.009a 15 .029
Likelihood Ratio 27.514 15 .025
Linear-by-Linear Association
5.724 1 .017
N of Valid Cases 120
a. 14 cells (58.3%) have expected count less than 5. The minimum expected count is .73.
Tab.8.98: Chi square to measure to find treatment for general ailment with respect to
education of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we reject Ho and accept Ha.
There is significant difference between approach to find treatment and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 220
Education * Would you say that you are taking more, fewer or about same number of
product than you did five year ago?
Ho: There is no significant difference between number of product usage and education
Ha: There is a significant difference between number of product usage and education
Crosstab
Count
Would you say that you are taking more, fewer or about same number of product than you did five year ago?
More Fewer About same Don't know Total
Education School level 0 4 5 2 11
Graduate 12 17 13 6 48
Post graduate 7 7 7 0 21
Professional 22 7 9 2 40
Total 41 35 34 10 120
Tab.8.99: Crosstab to identify number of product usage with respect to education of the
person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 19.248a 9 .023
Likelihood Ratio 23.811 9 .005
Linear-by-Linear Association
11.364 1 .001
0N of Valid Cases 120
Tab.8.100: Chi square to measure number of product usage with respect to education of the
person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis, Hence we reject Ho and
accept Ha. There is significant difference between number of product usage and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 221
Education * Are you likely to re-read the label again in the following circumstances?
Ho: There is no significant difference between usage of packaging instruction and education
Ha: There is a significant difference between usage of packaging instruction and education
Crosstab
Count
Are you likely to re-read the label again in the following circumstances?
OTC medicine to a child
OTC medicine with prescription drug at same
OTC medicine with OTC medicine at same time
Don't read label Other Total
Education School level 5 1 1 4 0 11
Graduate 19 4 4 21 0 48
Post graduate 13 1 1 5 1 21
Professional 15 3 0 21 1 40
Total 52 9 6 51 2 120
Tab.8.101: Crosstab to identify usage of packaging labels with respect to education of the
person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 222
Tab.8.102: Chi square to measure usage of packaging labels with respect to education of the
person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
There is no significant difference between usage of packaging instruction and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 11.021a 12 .527
Likelihood Ratio 13.440 12 .338
Linear-by-Linear Association
.425 1 .514
N of Valid Cases 120
a. 14 cells (70.0%) have expected count less than 5. The minimum expected count is .18.
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 223
Education * Based on what you know, what is most accurate way to determine the amount
of medicine to be taken in particular indication?
Ho: There is no significant difference between knowledge of dosing and education
Ha: There is a significant difference between knowledge of dosing and education
Crosstab
Count
Based on what you know, what is most accurate way to determine the amount of medicine to be taken in particular indication?
Weight Age
Both weight and age
Neither weight nor age
Don't know/not sure Total
Education School level 1 0 3 3 4 11
Graduate 5 7 5 8 23 48
Post graduate 4 4 2 4 7 21
Professional 5 9 9 7 10 40
Total 15 20 19 22 44 120
Tab.8.103: Crosstab to identify knowledge of usage of medicine with respect to education of
the person
\
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 224
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 11.064a 12 .523
Likelihood Ratio 12.639 12 .396
Linear-by-Linear Association
3.947 1 .047
N of Valid Cases 120
a. 9 cells (45.0%) have expected count less than 5. The minimum expected count is 1.38.
Tab.8.104: Chi square to measure the knowledge of usage of medicine with respect to
education of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
There is no significant difference between usage of knowledge of dosing and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 225
Education * Have you ever taken more than the recommended dose of a non-prescription
medicine?
Ho: There is no significant difference between overdosage of OTC medicine and education
Ha: There is a significant difference between overdosage of OTC medicine and education
Crosstab
Count
Have you ever taken more than the recommended dose of a non-prescription medicine?
Yes NO Not sure Total
Education School level 5 3 3 11
Graduate 21 8 19 48
Post graduate 7 8 6 21
Professional 9 11 20 40
Total 42 30 48 120
Tab.8.105: Crosstab to identify excessive usage of medicine with respect to education of the
person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 226
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 8.226a 6 .222
Likelihood Ratio 8.413 6 .209
Linear-by-Linear Association
3.647 1 .056
N of Valid Cases 120
a. 3 cells (25.0%) have expected count less than 5. The minimum expected count is 2.75.
Tab.8.106: Chi square to measure excessive usage of medicine with respect to education of the
person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
There is no significant difference between overdosage of OTC medicine and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 227
Education * If you have more than one symptom at same time like headache, sore throat,
how likely are you to take more than one OTC medicine?
Ho: There is no significant difference between usage of multiple drug and education
Ha: There is a significant difference between usage of multiple drug and education
Crosstab
Count
If you have more than one symptom at same time like headache, sore throat, how likely are you to take more than one OTC medicine?
Not at all likely
Not very likely
Somewhat likely
Very likely
Extremely likely Total
Education School level 0 4 1 4 2 11
Graduate 6 14 8 12 8 48
Post graduate 4 2 5 5 5 21
Professional 4 10 9 12 5 40
Total 14 30 23 33 20 120
Tab.8.107: Crosstab to identify usage of multidrug with respect to education of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 8.201a 12 .769
Likelihood Ratio 9.930 12 .622
Linear-by-Linear Association
.025 1 .876
N of Valid Cases 120
Tab.8.108: Chi square to measure multidrug usage of medicine with respect to education of
the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis hence, we accept and
reject Ha. There is no significant difference between usage of multiple drug and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 228
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Education * Pain
Ho: There is no significant difference between frequency of pain suffering and education
Ha: There is a significant difference between frequency of pain suffering and education
Crosstab
Count
Pain
Daily Weekly Biweekly Monthly BimonthlyHalf yearly Yearly Total
Education School level
0 0 3 7 1 0 0 11
Graduate 0 5 15 13 8 6 1 48
Post graduate
0 1 5 6 9 0 0 21
Professional
1 2 5 10 12 10 0 40
Total 1 8 28 36 30 16 1 120
Tab.8.109: Crosstab to identify the frequency of suffering with pain with respect to education
of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 27.436a 18 .071
Likelihood Ratio 31.331 18 .026
Linear-by-Linear Association
5.252 1 .022
N of Valid Cases 120
Tab.8.110: Chi square to measure the frequency of suffering with pain with respect to
education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 229
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis hence, we accept Ho and
reject Ha. There is no significant difference between frequency of pain suffering and education
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Education * Cold,Flu
Ho: There is no significant difference between frequency of cold flu suffering and education
Ha: There is a significant difference between frequency of cold flu suffering and education
Crosstab
Count
Cold flu
Weekly BiweeklyMonthly Bimonthly Half yearly
Yearly Total
Education School level 1 0 5 2 1 2 11
Graduate 0 5 7 16 20 0 48
Post graduate 0 0 4 7 9 1 21
Professional 0 3 8 15 13 1 40
Total 1 8 24 40 43 4 120
Tab.8.111: Crosstab to identify the frequency of suffering with Cold flu with respect to
education of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 30.492a 15 .010
Likelihood Ratio 25.352 15 .045
Linear-by-Linear Association
.279 1 .598
N of Valid Cases 120
a. 16 cells (66.7%) have expected count less than 5. The minimum expected count is .09.
Tab.8.112: Chi square to measure the frequency of suffering with coldflu with respect to
education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 230
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis Hence, we reject Ho and
accept Ha. There is significant difference between frequency of cold flu suffering and education
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Education * Skin Disorder
Ho: There is no significant difference between frequency of skin disorder and education
Ha: There is a significant difference between frequency of skin disorder and education
Crosstab
Count
Skin Disorder
Daily Weekly Biweekly
Monthly Bimonthly Half yearly Yearly Total
Education School level 1 1 1 1 3 3 1 11
Graduate 1 8 7 10 7 6 9 48
Post graduate 0 2 4 4 2 8 1 21
Professional 0 4 7 7 16 5 1 40
Total 2 15 19 22 28 22 12 120
Tab.8.113: Crosstab to identify the frequency of suffering from skin disorder with respect to
education of the person
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 28.313a 18 .057
Likelihood Ratio 26.906 18 .081
Linear-by-Linear Association
.072 1 .788
N of Valid Cases 120
Tab.8.114: Chi square to measure the frequency of suffering from skin disorder with respect
to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 231
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis hence, we accept Ho and
reject Ha. There is no significant difference between frequency of skin disorder and education
Q.No.6. what makes you take decision on your own to purchase medicine?
Education * Past experience
Ho: There is no significant difference between past experience as the influence of purchase of
OTC product and education
Ha: There is a significant difference between past experience as the influence of purchase of
OTC product and education
Crosstab
Past experience
Disagree Undecided Agree Strongly Agree Total
Education School level 0 3 4 4 11
Graduate 1 10 20 17 48
Post graduate 0 5 5 11 21
Professional 0 13 13 14 40
Total 1 31 42 46 120
Tab.8.115: Crosstab to identify influence of past experience in purchase of OTC drug with
respect to education of the person
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 5.448a 9 .794
Likelihood Ratio 5.718 9 .768
Linear-by-Linear Association
.091 1 .763
N of Valid Cases 120
Tab.8.116: Chi square to measure the influence of past experience in purchase of OTC drug with respect to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 232
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis hence, we accept Ho and
reject Ha There is no significant difference between past experience as the influence of purchase
of OTC product and education
Q.No.6. what makes you take decision on your own to purchase medicine?
Education * Advertisement
Ho: There is no significant difference between advertisement as the influence of purchase of
OTC product and education
Ha: There is a significant difference between advertisement as the influence of purchase of OTC
product and education
Crosstab
Count
Advertisement
Strongly Disagree Disagree Undecided Agree
Strongly Agree Total
Education School level 0 2 4 5 0 11
Graduate 8 15 14 10 1 48
Post graduate 5 8 5 3 0 21
Professional 5 11 16 8 0 40
Total 18 36 39 26 1 120
Tab.8.117: Crosstab to identify influence of advertisement in purchase of OTC drug with
respect to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 233
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 10.434a 12 .578
Likelihood Ratio 11.692 12 .471
Linear-by-Linear Association
.949 1 .330
N of Valid Cases 120
a. 10 cells (50.0%) have expected count less than 5. The minimum expected count is .09.Tab.8.118: Chi square to measure the influence of advertisement in purchase of OTC drug
with respect to education of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha
There is no significant difference between advertisement as the influence of purchase of OTC
product and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 234
Q.No.6. what makes you take decision on your own to purchase medicine?
Education * Save the cost of doctor visit
Ho: There is no significant difference between save cost to visit doctor as the influence of
purchase of OTC product and education
Ha: There is a significant difference between save cost to visit doctor as the influence of
purchase of OTC product and education
Crosstab
Count
Save the cost of doctor visit
Strongly Disagree Disagree Undecided Agree Total
Education School level 6 3 2 0 11
Graduate 7 19 11 11 48
Post graduate 1 5 10 5 21
Professional 8 16 11 5 40
Total 22 43 34 21 120
Tab.8.119: Crosstab to identify influence of saving the cost to visit doctor in purchase of OTC
drug with respect to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 235
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 19.303a 9 .023
Likelihood Ratio 19.084 9 .024
Linear-by-Linear Association
.597 1 .440
N of Valid Cases 120
a. 6 cells (37.5%) have expected count less than 5. The minimum expected count is 1.93.Tab.8.120: Chi square to measure the influence of saving the cost to visit doctor in purchase
of OTC drug with respect to education of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between save cost to visit doctor as the influence of purchase of
OTC product and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 236
Q.No.7. Please indicate the importance of following attribute in a purchase of OTC drug
Education * Price
Ho: There is no significant difference between price as an attribute that influence of purchase of
OTC product and education
Ha: There is a significant difference between price as an attribute that influence of purchase of
OTC product and education
Crosstab
Count
Price
Of little importance
Moderately important Important
Very important Total
Education School level 3 2 3 3 11
Graduate 14 8 15 11 48
Post graduate 2 6 10 3 21
Professional 9 11 10 10 40
Total 28 27 38 27 120
Tab.8.121: Crosstab to identify influence of price in purchase of OTC drug with respect to
education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 237
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 7.282a 9 .608
Likelihood Ratio 7.650 9 .570
Linear-by-Linear Association
.027 1 .869
N of Valid Cases 120
a. 7 cells (43.8%) have expected count less than 5. The minimum expected count is 2.48.Tab.8.122: Chi square to measure the influence of price in purchase of OTC drug with respect
to education of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between price as an attribute that influence of purchase of OTC
product and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 238
Q.No.7. Please indicate the importance of following attribute in a purchase of OTC drug
Education * Promotion
Ho: There is no significant difference between promotion as an attribute that influence of
purchase of OTC product and education
Ha: There is a significant difference between promotion as an attribute that influence of purchase
of OTC product and education
Crosstab
Count
Promotion
Unimportant
Of little importance
Moderately important
Important
Very important Total
Education School level 1 1 4 1 4 11
Graduate 0 11 13 21 3 48
Post graduate
0 5 8 6 2 21
Professional 2 10 11 12 5 40
Total 3 27 36 40 14 120
Tab.8.123: Crosstab to identify influence of promotion in purchase of OTC drug with respect
to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 239
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 17.315a 12 .138
Likelihood Ratio 17.079 12 .147
Linear-by-Linear Association
.969 1 .325
N of Valid Cases 120
a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is .28.Tab.8.124: Chi square to measure the influence of promotion in purchase of OTC drug with
respect to education of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between promotion as an attribute that influence of purchase of
OTC product and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 240
Q.No.7. Please indicate the importance of following attribute in a purchase of OTC drug
Education * Advertisement
Ho: There is no significant difference between advertisement as an attribute that influence of
purchase of OTC product and education
Ha: There is a significant difference between advertisement as an attribute that influence of
purchase of OTC product and education
Crosstab
Count
Advertisement
UnimportantOf little importance
Moderately important Important Total
Education School level 3 2 6 0 11
Graduate 9 16 16 7 48
Post graduate 7 9 4 1 21
Professional 12 13 11 4 40
Total 31 40 37 12 120
Tab.8.125: Crosstab to identify influence of advertisement in purchase of OTC drug with
respect to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 241
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 8.882a 9 .448
Likelihood Ratio 9.923 9 .357
Linear-by-Linear Association
1.376 1 .241
N of Valid Cases 120
a. 7 cells (43.8%) have expected count less than 5. The minimum expected count is 1.10.Tab.8.126: Chi square to measure the influence of
advertisement in purchase of OTC drug with respect to
education of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between advertisement as an attribute that influence of purchase
of OTC product and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 242
Q.No.7. Please indicate the importance of following attribute in a purchase of OTC drug
Education * past experience
Ho: There is no significant difference between past experience as an attribute that influence of
purchase of OTC product and education
Ha: There is a significant difference between past experience as an attribute that influence of
purchase of OTC product and education
Crosstab
Count
past experience
Moderately important Important Very important Total
Education School level 5 3 3 11
Graduate 12 23 13 48
Post graduate 6 13 2 21
Professional 11 19 10 40
Total 34 58 28 120
Tab.8.127: Crosstab to identify influence of past experience in purchase of OTC drug with
respect to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 243
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 5.280a 6 .508
Likelihood Ratio 5.715 6 .456
Linear-by-Linear Association
.004 1 .950
N of Valid Cases 120
a. 3 cells (25.0%) have expected count less than 5. The minimum expected count is 2.57.Tab.8.128: Chi square to measure the influence of past experience in purchase of OTC drug
with respect to education of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between past experience as an attribute that influence of purchase
of OTC product and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 244
Q.No.7. Please indicate the importance of following attribute in a purchase of OTC drug
Education * Family /Friend Recommendation
Ho: There is no significant difference between family/friend recommendation as an attribute that
influence of purchase of OTC product and education
Ha: There is a significant difference between family /friend recommendation as an attribute that
influence of purchase of OTC product and education
Crosstab
Count
Family /Friend Recommendation
UnimportantOf little importance
Moderately important Important
Very important Total
Education School level 2 0 4 2 3 11
Graduate 6 11 13 5 13 48
Post graduate
3 3 4 4 7 21
Professional 9 11 5 1 14 40
Total 20 25 26 12 37 120
Tab.8.129: Crosstab to identify influence of family /friends recommendation in purchase of
OTC drug with respect to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 245
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 13.690a 12 .321
Likelihood Ratio 16.441 12 .172
Linear-by-Linear Association
.423 1 .516
N of Valid Cases 120
a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is 1.10.Tab.8.130: Chi square to measure the influence of family /friends recommendation in
purchase of OTC drug with respect to education of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between family/friend recommendation as an attribute that
influence of purchase of OTC product and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 246
Q.No.8. Have you seen advertisement of OTC drug recently, if Yes, please indicate if you
have use or recommended it to others?
Education * Newspaper
Ho: There is no significant difference between advertisement effect of newspaper on purchase of
OTC product and education
Ha: There is a significant difference between advertisement effect of newspaper on purchase of
OTC product and education
Crosstab
Count
Newspaper
Definitely recommend/use
Probably will recommend/ use
Not sure
Probably will not recommend /use
Definitely will not recommend/use
Never used/ Recommended
Total
Education
School level
0 4 1 3 1 2 11
Graduate 0 15 9 9 11 4 48
Post graduate
1 7 1 3 6 3 21
Professional
5 15 6 6 5 3 40
Total 6 41 17 21 23 12 120
Tab.8.131: Crosstab to identify advertisement effect of newspaper influences in purchase of
OTC drug with respect to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 247
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 15.211a 15 .436
Likelihood Ratio 17.137 15 .311
Linear-by-Linear Association
3.137 1 .077
N of Valid Cases 120
a. 15 cells (62.5%) have expected count less than 5. The minimum expected count is .55.
Tab.8.132: Chi square to measure advertisement effect of newspaper influences in purchase
of OTC drug with respect to education of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho.
There is no significant difference between advertisement effect of newspaper on purchase of
OTC product and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 248
Q.No.8. Have you seen advertisement of OTC drug recently, if Yes, please indicate if you
have use or recommended it to others?
Education * Magazine
Ho: There is no significant difference between advertisement effect of magazine on purchase of
OTC product and education
Ha: There is a significant difference between advertisement effect of magazine on purchase of
OTC product and education
Crosstab
Count
Magazine
Definitely recommend/use
Probably will recommend/ use
Not sure
Probably will not recommend /use
Definitely will not recommend/use
Never used/ Recommended
Total
Education
School level
1 6 1 1 1 1 11
Graduate 9 21 10 2 4 2 48
Post graduate
0 8 2 4 4 3 21
Professional
4 15 6 5 5 5 40
Total 14 50 19 12 14 11 120
Tab.8.133: Crosstab to identify advertisement effect of magazine influences in purchase of
OTC drug with respect to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 249
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 14.540a 15 .485
Likelihood Ratio 16.900 15 .325
Linear-by-Linear Association
3.758 1 .053
N of Valid Cases 120
a. 17 cells (70.8%) have expected count less than 5. The minimum expected count is 1.01.
Tab.8.134: Chi square to measure advertisement effect of magazine influences in purchase of
OTC drug with respect to education of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho.
There is no significant difference between advertisement effect of magazine on purchase of OTC
product and education
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 250
Q.No.8. Have you seen advertisement of OTC drug recently, if Yes, please indicate if you
have use or recommended it to others?
Education * Chemist shop
Ho: There is no significant difference between advertisement effect of chemist shop on purchase
of OTC product and education
Ha: There is a significant difference between advertisement effect of chemist shop on purchase
of OTC product and education
Crosstab
Count
Chemist shop
Definitely recommend/use
Probably will recommend/ use
Not sure
Probably will not recommend /use
Definitely will not recommend/use
Never used/ Recommended
Total
Education
School level
4 2 1 1 2 1 11
Graduate 18 15 9 4 1 1 48
Post graduate
8 4 5 3 1 0 21
Professional
9 4 4 6 10 7 40
Total 39 25 19 14 14 9 120
Tab.8.135: Crosstab to identify advertisement effect of chemist shop influences in purchase of
OTC drug with respect to education of the person
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 251
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 29.932a 15 .012
Likelihood Ratio 31.846 15 .007
Linear-by-Linear Association
11.582 1 .001
N of Valid Cases 120
a. 15 cells (62.5%) have expected count less than 5. The minimum expected count is .83.
Tab.8.136: Chi square to measure advertisement effect of chemist shop influences in purchase
of OTC drug with respect to education of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha, hence reject Ho
There is significant difference between advertisement effect of chemist shop on purchase of OTC
product and education
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Occupation * Overall how would you rate your current health?
Ho: There is no significant difference between overall health and occupation
Ha: There is a significant difference between overall health and occupation
Crosstab
Count
Overall how would you rate your current health?
Excellent Very good good Poor Very poor Total
Occupation Business 4 20 9 3 2 38
Service 4 27 19 8 0 58
Student 3 14 5 2 0 24
Total 11 61 33 13 2 120
Tab.8.137: Crosstab to identify overall health with respect to occupation of the person
Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 7.591a 8 .474
Likelihood Ratio 7.884 8 .445
Linear-by-Linear Association
.485 1 .486
N of Valid Cases 120
a. 7 cells (46.7%) have expected count less than 5. The minimum expected count is .40.
Tab.8.138: Chi square to measure the overall health with respect to occupation of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
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Hence, we accept Ho and reject Ha.
There is no significant difference between overall health and occupation
Occupation * Based on what you know, what is most accurate way to determine the
amount of medicine to be taken in particular indication?
Ho: There is no significant difference between knowledge of dosing and occupation
Ha: There is a significant difference between knowledge of dosing and occupation
Crosstab
Count
Based on what you know, what is most accurate way to determine the amount of medicine to be taken in particular indication?
Weight Age
Both weight and age
Neither weight nor age
Don't know/not sure Total
Occupation Business 5 3 6 12 12 38
Service 6 12 11 7 22 58
Student 4 5 2 3 10 24
Total 15 20 19 22 44 120
Tab.8.139: Crosstab to identify knowledge of usage of medicine with respect to occupation of
the person
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Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 10.122a 8 .257
Likelihood Ratio 10.214 8 .250
Linear-by-Linear Association
.286 1 .593
N of Valid Cases 120
a. 5 cells (33.3%) have expected count less than 5. The minimum expected count is 3.00.
Tab.8.140: Chi square to measure the knowledge of usage of medicine with respect to
occupation of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
There is no significant difference between usage of knowledge of dosing and occupation
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Occupation * Have you ever taken more than the recommended dose of a non-prescription
medicine?
Ho: There is no significant difference between overdosage of OTC medicine and occupation
Ha: There is a significant difference between overdosage of OTC medicine and occupation
Crosstab
Count
Have you ever taken more than the recommended dose of a non-prescription medicine?
Yes NO Not sure Total
Occupation Business 12 8 18 38
Service 26 11 21 58
Student 4 11 9 24
Total 42 30 48 120
Tab.8.141: Crosstab to identify excessive usage of medicine with respect to occupation of the
person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 10.043a 4 .040
Likelihood Ratio 9.713 4 .046
Linear-by-Linear Association
.002 1 .965
N of Valid Cases 120
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 6.00.
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Tab.8.142: Chi square to measure excessive usage of medicine with respect to occupation of
the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis Hence, we reject Ho and
accept Ha. There is significant difference between over dosage of OTC medicine and occupation
Occupation * what is the reason for taking more medicine is?
Ho: There is no significant difference between reason of overdosage and occupation
Ha: There is a significant difference between reason of overdosage and occupation
Crosstab
Count
What is the reason for taking more medicine is?
0-No response
Believe it relieves more quickly
Had severe symptoms
Didn't get any better by taking recommended dose
Used prescription Total
Occupation Business 23 3 6 4 2 38
Service 30 3 9 10 6 58
Student 20 1 3 0 0 24
Total 73 7 18 14 8 120
Tab.8.143: Crosstab to identify the reason for excessive usage of medicine with respect to
occupation of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 10.626a 8 .224
Likelihood Ratio 14.491 8 .070
Linear-by-Linear Association
1.854 1 .173
N of Valid Cases 120
a. 9 cells (60.0%) have expected count less than 5. The minimum expected count is 1.40.
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Tab.8.144: Chi square to measure the reason for excessive usage of medicine with respect to
occupation of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis hence, we accept Ho and
reject Ha. There is no significant difference between reason of overdosage and occupation
Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Occupation * Acidity
Ho: There is no significant difference between frequency of acidity suffering and occupation
Ha: There is a significant difference between frequency of acidity suffering and occupation
Crosstab
Count
Acidity
Daily Weekly Biweekly Monthly BimonthlyHalf yearly Total
Occupation Business 7 11 6 6 6 2 38
Service 7 10 18 13 6 4 58
Student 4 2 8 4 5 1 24
Total 18 23 32 23 17 7 120
Tab.8.145: Crosstab to identify the frequency of suffering with acidity with respect to
occupation of the person
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Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 8.945a 10 .537
Likelihood Ratio 9.305 10 .503
Linear-by-Linear Association
.836 1 .360
N of Valid Cases 120
a. 7 cells (38.9%) have expected count less than 5. The minimum expected count is 1.40.
Tab.8.146: Chi square to measure the frequency of suffering with acidity with respect to
occupation of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis
Hence, we accept Ho and reject Ha.
There is no significant difference between frequency of acidity suffering and occupation
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Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Occupation * Vitamin
Ho: There is no significant difference between frequency of vitamin usage suffering and
occupation
Ha: There is a significant difference between frequency of vitamin usage suffering and
occupation
Crosstab
Count
Vitamin
Daily Weekly Biweekly Monthly BimonthlyHalf yearly Yearly Total
Occupation Business 1 0 6 3 12 10 6 38
Service 3 4 6 11 11 14 9 58
Student 0 0 0 0 2 13 9 24
Total 4 4 12 14 25 37 24 120
Tab.8.147: Crosstab to identify the frequency of suffering of vitamin with respect to
occupation of the person
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Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 29.243a 12 .004
Likelihood Ratio 35.002 12 .000
Linear-by-Linear Association
6.164 1 .013
N of Valid Cases 120
Tab.8.148: Chi square to measure the frequency of usage
of vitamin with respect to occupation of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis hence, we accept Ha and
reject Ho. There is significant difference between frequency of pain suffering and occupation
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Q.No.6. what makes you take decision on your own to purchase medicine?
Occupation * Lack of time to visit doctor
Ho: There is no significant difference between availability of time to visit doctor as the influence
of purchase of OTC product and occupation
Ha: There is a significant difference between availability of time to visit doctor as the influence
of purchase of OTC product and occupation
Crosstab
Lack of time to visit doctor
Strongly Disagree Disagree Undecided Agree
Strongly Agree Total
Occupation
Business 0 13 8 11 5 38
Service 4 14 18 15 7 58
Student 1 9 5 3 6 24
Total 5 36 31 29 18 120
Tab.8.149: Crosstab to identify influence of availability of time to visit doctor in purchase of
OTC drug with respect to occupation of the person
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 11.092a 10 .350
Likelihood Ratio 12.679 10 .242
Linear-by-Linear Association 1.343 1 .246
N of Valid Cases 120
.Tab.8.150: Chi square to measure the influence of availability of time to visit in purchase of
OTC drug with respect to occupation of the person
Since, Value of Pearson chi square >0.05, we accept Ho null hypothesis hence, we accept Ho.
There is no significant difference between availability of time to visit doctor as the influence of
purchase of OTC product and occupation
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Q.No.7. Please indicate the importance of following attribute in a purchase of OTC drug
Occupation * past experience
Ho: There is no significant difference between past experience as an attribute that influence of
purchase of OTC product and occupation
Ha: There is a significant difference between past experience as an attribute that influence of
purchase of OTC product and occupation
Crosstab
Count
past experience
Moderately important Important Very important Total
Occupation Business 14 18 6 38
Service 15 32 11 58
Student 5 8 11 24
Total 34 58 28 120
Tab.8.151: Crosstab to identify influence of past experience in purchase of OTC drug with
respect to occupation of the person
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Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 9.867a 4 .043
Likelihood Ratio 8.946 4 .062
Linear-by-Linear Association
5.652 1 .017
N of Valid Cases 120
Tab.8.152: Chi square to measure the influence of past experience in purchase of OTC drug
with respect to occupation of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis hence, we accept Ha and
reject Ho .There is significant difference between past experience as an attribute that influence of
purchase of OTC product and occupation
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Maritial Status * Have you ever taken more than the recommended dose of a non-
prescription medicine?
Ho: There is no significant difference between overdosage of OTC medicine and marital status
Ha: There is a significant difference between overdosage of OTC medicine and marital status
Crosstab
Count
Have you ever taken more than the recommended dose of a non-prescription medicine?
Yes NO Not sure Total
Maritial Status Single 4 11 9 24
Married 34 19 35 88
Divorce 4 0 4 8
Total 42 30 48 120
Tab.8.153: Crosstab to identify excessive usage of medicine with respect to marital status of
the person
Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.966a 4 .041
Likelihood Ratio 11.628 4 .020
Linear-by-Linear Association .784 1 .376
N of Valid Cases 120
a. 3 cells (33.3%) have expected count less than 5. The minimum expected count is 2.00.
Tab.8.154: Chi square to measure excessive usage of medicine with respect to marital status of
the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between overdosage of OTC medicine and marital status
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Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Marital Status * Cold, Flu
Ho: There is no significant difference between frequency of cold flu suffering and marital status
Ha: There is a significant difference between frequency of cold flu suffering and marital status
Crosstab
Count
Cold, Flu
Weekly Biweekly Monthly BimonthlyHalf yearly Yearly Total
Marital Status
Single 0 1 2 8 10 3 24
Married 0 7 22 30 28 1 88
Divorce 1 0 0 2 5 0 8
Total 1 8 24 40 43 4 120
Tab.8.155: Crosstab to identify the frequency of suffering with cold flu with respect to marital
status of the person
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Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 29.295a 10 .001
Likelihood Ratio 21.165 10 .020
Linear-by-Linear Association
2.575 1 .109
N of Valid Cases 120
a. 12 cells (66.7%) have expected count less than 5. The minimum expected count is .07.
Tab.8.156: Chi square to measure the frequency of suffering with cold flu with respect to
marital status of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between frequency of cold flu suffering and marital status
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Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Maritial Status * Acidity
Ho: There is no significant difference between frequency of acidity suffering and marital status
Ha: There is a significant difference between frequency of acidity suffering and marital status
Crosstab
Count
Acidity
Daily WeeklyBiweekly Monthly
Bimonthly
Half yearly Total
Maritial Status
Single 4 2 8 2 7 1 24
Married 10 21 21 21 9 6 88
Divorce 4 0 3 0 1 0 8
Total 18 23 32 23 17 7 120
Tab.8.157: Crosstab to identify the frequency of suffering from acidity with respect to marital
status of the person
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Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 21.915a 10 .016
Likelihood Ratio 22.815 10 .011
Linear-by-Linear Association
2.517 1 .113
N of Valid Cases 120
a. 11 cells (61.1%) have expected count less than 5. The minimum expected count is .47.
Tab.8.158: Chi square to measure the frequency of suffering from acidity with respect to
marital status of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between frequency of acidity suffering and marital status
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Q.No.3. Do you use OTC drugs or medication for mentioned below indication If Yes, please
indicates the frequency of usage?
Marital Status * Vitamin
Ho: There is no significant difference between frequency of vitamin suffering and marital status
Ha: There is a significant difference between frequency of vitamin suffering and marital status
Crosstab
Count
Vitamin
Daily Weekly Biweekly Monthly BimonthlyHalf yearly Yearly Total
Marital Status
Single 0 0 0 0 2 15 7 24
Married 4 3 11 13 20 21 16 88
Divorce 0 1 1 1 3 1 1 8
Total 4 4 12 14 25 37 24 120
Tab.8.159: Crosstab to identify the frequency of usage of vitamin with respect to marital status
of the person
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Chi-Square Tests
Value DfAsymp. Sig. (2-sided)
Pearson Chi-Square 25.266a 12 .014
Likelihood Ratio 30.154 12 .003
Linear-by-Linear Association
11.848 1 .001
N of Valid Cases 120
a. 14 cells (66.7%) have expected count less than 5. The minimum expected count is .27.
Tab.8.160: Chi square to measure the frequency of usage of vitamin with respect to marital
status of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is significant difference between frequency of vitamin suffering and marital status
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Q.No.6. what makes you take decision on your own to purchase medicine?
Marital Status * Advertisement
Ho: There is no significant difference between advertisement as the influence of purchase of
OTC product and marital status
Ha: There is a significant difference between advertisement as the influence of purchase of OTC
product and marital status
Crosstab
Advertisement
Strongly DisagreeDisagree Undecided Agree
Strongly Agree Total
Marital Status Single 3 8 8 5 0 24
Married 14 24 29 21 0 88
Divorce 1 4 2 0 1 8
Total 18 36 39 26 1 120
Tab.8.161: Crosstab to identify influence of advertisement in purchase of OTC drug with
respect to marital status of the person
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 17.642a 8 .024
Likelihood Ratio 10.628 8 .224
Linear-by-Linear Association
.025 1 .875
N of Valid Cases 120
Tab.8.162: Chi square to measure the influence of advertisement in purchase of OTC drug
with respect to marital status of the person
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we reject Ho hence; accept Ha. There is significant difference between advertisement as
the influence of purchase of OTC product and marital status
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8.3.2. Advanced Analysis
Q.No.7. please indicate the importance of following attribute in a purchase of OTC drug
8.2.2.1. ANOVA for the most important attribute in purchase of an OTC product
Ho: There is no significant difference across the attribute in purchase of an OTC product
Ha: There is a significant difference across the attribute in purchase of an OTC product
Descriptives
VAR00002
N MeanStd. Deviation
Std. Error
95% Confidence Interval for Mean
Minimum MaximumLower Bound
Upper Bound
Brand Name120
4.1083 .74242 .06777 3.9741 4.2425 3.00 5.00
Price120
3.5333 1.08414 .09897 3.3374 3.7293 2.00 5.00
Promotion120
3.2917 1.02405 .09348 3.1066 3.4768 1.00 5.00
Advertisement120
2.2500 .95486 .08717 2.0774 2.4226 1.00 4.00
Physical Recommendation
120
3.8667 .82943 .07572 3.7167 4.0166 2.00 5.00
Past Experience120
3.9500 .72006 .06573 3.8198 4.0802 3.00 5.00
Pharmacist Recommendation
120
4.1417 .67731 .06183 4.0192 4.2641 3.00 5.00
Family/Friend Recommendation
120
3.1750 1.48189 .13528 2.9071 3.4429 1.00 5.00
Total960
3.5396 1.13550 .03665 3.4677 3.6115 1.00 5.00
Tab.8.163: Indicates the descriptive analysis of important parameter to purchase an OTC
product
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ANOVA
VAR00002
Sum of Squares df Mean Square F Sig.
Between Groups 338.263 7 48.323 51.216 .000
Within Groups 898.233 952 .944
Total 1236.496 959
Tab.8.164: ANOVA to measure the difference amongst the parameter to purchase an OTC
drug
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is a significant difference across the parameter in an OTC product
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POST-HOC-TUKEY TEST
VAR00002Tukey HSDa
VAR00001 N Subset for alpha = 0.051 2 3 4
Advertisement 120 2.2500Family and Friends recommendation
120 3.1750
Promotion 120 3.2917Price 120 3.5333 3.5333Physician Recommendation 120 3.8667 3.8667Past experience 120 3.9500Brand Name 120 4.1083Pharmacist recommendation 120 4.1417Sig. 1.000 .083 .137 .357Means for groups in homogeneous subsets are displayed.a. Uses Harmonic Mean Sample Size = 120.000.
Tab.8.165: Tukey to identify the most important parameter to purchase an OTC drug
From the above Tab., we can see the most important parameter or attribute on which OTC
product always need to deliver are respectively
1. Pharmacist Recommendation
2. Brand Name
3. Past experience
4. Physician recommendation
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Q.No.6 what makes you take decision on your own to purchase medicine
8.2.2.2. ANOVA for parameters which influences the consumer to purchase OTC medicine
on their own
Ho: There is no significant difference across the parameters of influence for consumer to
purchase OTC medicine on their own
Ha: There is a significant difference across the parameters of influence for consumer to purchase
OTC medicine on their own
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Descriptives
VAR00002
N MeanStd. Deviation
Std. Error
95% Confidence Interval for Mean
Minimum MaximumLower Bound
Upper Bound
Past experience120
4.1083 .81782 .07466 3.9605 4.2562 2.00 5.00
Advertisement120
2.6333 1.01197 .09238 2.4504 2.8163 1.00 5.00
Lack of time to visit doctor
120
3.1500 1.14238 .10428 2.9435 3.3565 1.00 5.00
Save the cost of doctor visit
120
2.4500 .98604 .09001 2.2718 2.6282 1.00 4.00
Chemist promotion120
3.4500 1.09122 .09961 3.2528 3.6472 1.00 5.00
Internet & blog recommendation
120
1.5750 .58930 .05380 1.4685 1.6815 1.00 3.00
Total720
2.8944 1.24696 .04647 2.8032 2.9857 1.00 5.00
Tab.8.166: Indicates the descriptive analysis of important parameter that influence the
consumer to purchase OTC medicine on their own
ANOVA
VAR00002
Sum of Squares Df Mean Square F Sig.
Between Groups 462.494 5 92.499 100.757 .000
Within Groups 655.483 714 .918
Total 1117.978 719
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Tab.8.167: ANOVA to measure the difference amongst the parameter to that influence the
consumer to purchase OTC medicine on their own
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is a significant difference across the parameters of influence for consumer to purchase
OTC medicine on their own
VAR00002
Tukey HSDa
VAR00001 NSubset for alpha = 0.05
1 2 3 4
Internet & blog recommendation 120 1.5750
Save the cost of doctor visit 120 2.4500
Advertisement 120 2.6333
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Lack of time to visit doctor 120 3.1500
Chemist promotion 120 3.4500
Past experience 120 4.1083
Sig. 1.000 .676 .149 1.000
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 120.000.
Tab.8.168: Tukey to identify the most important parameter that influence the consumer to
purchase OTC medicine on their own
From the above Tab., we can see the most important parameter of influence for consumer to
purchase OTC medicine on their own is Past Experience
Q.No.8. Have you seen advertisement of OTC drug recently, if Yes, please indicate if you
have use or recommended it to others? Accordingly
8.2.2.3. ANOVA to find out the most effective medium of advertisement which leads to use
or recommendation of an OTC product
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Ho: There is no significant difference across the different medium of advertisement which leads
to use or recommendation of an OTC product
Ha: There is a significant difference across the different medium of advertisement which leads to
use or recommendation of an OTC product
Descriptive
VAR00002
N MeanStd. Deviation
Std. Error
95% Confidence Interval for Mean
Minimum MaximumLower Bound
Upper Bound
Newspaper 120 3.4167 1.49275 .13627 3.1468 3.6865 1.00 6.00
Magazine 120 2.9583 1.51406 .13821 2.6847 3.2320 1.00 6.00
Television 120 2.9083 1.24344 .11351 2.6836 3.1331 1.00 5.00
Internet 120 3.3833 1.47348 .13451 3.1170 3.6497 1.00 6.00
Chemist shop
120 2.7167 1.64589 .15025 2.4192 3.0142 1.00 6.00
Doctor’s cabin
120 2.2250 1.26000 .11502 1.9972 2.4528 1.00 6.00
Total 720 2.9347 1.49637 .05577 2.8252 3.0442 1.00 6.00
Tab.8.169: Indicates the descriptive analysis of different types of mediums of advertisement
used to promote an OTC product
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ANOVA
VAR00002
Sum of Squares Df Mean Square F Sig.
Between Groups 118.324 5 23.665 11.328 .000
Within Groups 1491.608 714 2.089
Total 1609.932 719
Tab.8.170: ANOVA to measure the difference between the different medium of advertisement
which leads to use or recommendation of an OTC product
Since, Value of Pearson chi square <0.05, we reject Ho null hypothesis
Hence, we accept Ha and reject Ho.
There is a significant difference across the different medium of advertisement which leads to use
or recommendation of an OTC product
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VAR00002
Tukey HSDa
VAR00001 NSubset for alpha = 0.05
1 2 3
Doctors cabin 120 2.2250
Chemist shop 120 2.7167 2.7167
Television 120 2.9083 2.9083
Magazine 120 2.9583 2.9583
Internet 120 3.3833
Newspaper 120 3.4167
Sig. .090 .788 .072
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 120.000.Tab.8.171: Tukey to identify the most important medium of advertisement which leads the
consumer to use or recommendation of an OTC product
From the above Tab., we can see the most important medium of advertisement which leads the
consumer to use or recommendation of an OTC product is respectively
1. Newspaper
2. Internet
3. Magazine
4. Television
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Q.No.7. Please indicate the importance of following attribute in a purchase of OTC drug
8.2.2.4. TWO WAY ANOVA WITH REPLICATION FOR AGE AND GENDER OF
RESPONDENT WITH ATTRIBUTES IMPORTANT FOR PURCHASE OF OTC
PRODUCT
8.2.2.4.1. BRAND NAME
Descriptive Statistics
Dependent Variable: Brand name
Age Gender MeanStd. Deviation N
Below 25 yrs Male 3.82 .751 11
Female 4.23 .725 13
Total 4.04 .751 24
25-35 Male 3.95 .780 19
Female 3.95 .686 20
Total 3.95 .724 39
35-45 Male 4.40 .737 15
Female 4.27 .594 15
Total 4.33 .661 30
Above 45 years
Male 3.83 .835 12
Female 4.40 .737 15
Total 4.15 .818 27
Total Male 4.02 .790 57
Female 4.19 .692 63
Total 4.11 .742 120
Tab.8.172: Descriptive statistics with dependent variable brand nameHo1: There are no significant differences in rating to brand name as important attribute to
purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to brand name as important attribute to
purchase OTC product with respect to the gender of the respondent
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Ho3: There are no significant differences in rating to brand name as important attribute to
purchase OTC product with respect to age and gender of the respondents
Tests of Between-Subjects Effects
Dependent Variable:Brand name
SourceType III Sum of Squares Df Mean Square F Sig.
Corrected Model
5.950a 7 .850 1.596 .144
Intercept 1948.152 1 1948.152 3658.413 .000
Age 2.669 3 .890 1.670 .177
Gender 1.300 1 1.300 2.442 .121
Age * Gender 2.361 3 .787 1.478 .224
Error 59.641 112 .533
Total 2091.000 120
Corrected Total 65.592 119
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a. R Squared = .091 (Adjusted R Squared = .034)Tab.8.173: Two way ANOVA with dependent variable brand name
Since P value is more than 0.05, hence we accept Ho1,Ho2,Ho3
Ho1: There are no significant differences in rating to brand name as important
attribute to purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to brand name as important
attribute to purchase OTC product with respect to the gender of the
respondents
Ho3: There are no significant differences in rating to brand name as important
attribute to purchase OTC product with respect to age and gender of the
respondents
8.2.2.4.2. PRICE
Descriptive Statistics
Dependent Variable:Price
Age Gender MeanStd. Deviation N
Below 25 yrs Male 2.91 .831 11
Female 3.69 .947 13
Total 3.33 .963 24
25-35 Male 3.26 1.147 19
Female 4.45 .686 20
Total 3.87 1.105 39
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35-45 Male 3.27 1.163 15
Female 3.53 .990 15
Total 3.40 1.070 30
Above 45 years
Male 3.08 .996 12
Female 3.60 1.183 15
Total 3.37 1.115 27
Total Male 3.16 1.049 57
Female 3.87 1.008 63
Total 3.53 1.084 120
Tab.8.174: Descriptive statistics with dependent variable price
Ho1: There are no significant differences in rating to price as important attribute to purchase
OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to price as important attribute to purchase
OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to price as important attribute to purchase
OTC product with respect to age and gender of the respondents
Tests of Between-Subjects Effects
Dependent Variable:Price
SourceType III Sum of Squares df Mean Square F Sig.
Corrected Model
26.371a 7 3.767 3.718 .001
Intercept 1395.317 1 1395.317 1376.927 .000
Age 6.840 3 2.280 2.250 .086
Gender 13.689 1 13.689 13.509 .000
Age * Gender 3.963 3 1.321 1.304 .277
Error 113.496 112 1.013
Total 1638.000 120
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Corrected Total 139.867 119
a. R Squared = .189 (Adjusted R Squared = .138)Tab.8.175: Two way ANOVA with dependent variable price
Since P value is more than 0.05 for Ho1,Ho3 but for Ho2 P value is less than
0.05, hence we accept Ho1,Ho3 but we reject Ho2
Ho1: There are no significant differences in rating to price as important
attribute to purchase OTC product with respect to the age of the respondents
Ho3: There are no significant differences in rating to price as important
attribute to purchase OTC product with respect to age and gender of the
respondents
Ho2: There are significant differences in rating to price as important attribute
to purchase OTC product with respect to the gender of the respondents
8.2.2.4.3. PROMOTION
Descriptive Statistics
Dependent Variable:Promotion
Age Gender MeanStd. Deviation N
Below 25 yrs Male 3.18 1.250 11
Female 3.54 .967 13
Total 3.38 1.096 24
25-35 Male 3.05 1.177 19
Female 3.35 .813 20
Total 3.21 1.005 39
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35-45 Male 3.80 .862 15
Female 3.13 1.060 15
Total 3.47 1.008 30
Above 45 years
Male 3.42 1.240 12
Female 2.93 .799 15
Total 3.15 1.027 27
Total Male 3.35 1.142 57
Female 3.24 .911 63
Total 3.29 1.024 120
Tab.8.176: Descriptive statistics with dependent variable promotion
Ho1: There are no significant differences in rating to promotion as important attribute to
purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to promotion as important attribute to
purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to promotion as important attribute to
purchase OTC product with respect to age and gender of the respondents
Tests of Between-Subjects Effects
Dependent Variable:Promotion
SourceType III Sum of Squares df Mean Square F Sig.
Corrected Model
8.444a 7 1.206 1.161 .331
Intercept 1259.107 1 1259.107 1212.055 .000
Age 1.711 3 .570 .549 .650
Gender .444 1 .444 .428 .515
Age * Gender 6.167 3 2.056 1.979 .121
Error 116.348 112 1.039
Total 1425.000 120
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Corrected Total 124.792 119
a. R Squared = .068 (Adjusted R Squared = .009)Tab.8.177: Two way ANOVA with dependent variable promotion
Since P value is more than 0.05, hence we accept Ho1, Ho2, Ho3
Ho1: There are no significant differences in rating to promotion as important attribute to
purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to promotion as important attribute to
purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to promotion as important attribute to
purchase OTC product with respect to age and gender of the respondents
8.2.2.4.4. ADVERTISEMENT
Descriptive Statistics
Dependent Variable:Advertisement
Age Gender MeanStd. Deviation N
Below 25 yrs Male 1.82 .751 11
Female 2.31 .947 13
Total 2.08 .881 24
25-35 Male 2.42 1.017 19
Female 2.25 .851 20
Total 2.33 .927 39
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35-45 Male 2.40 .828 15
Female 2.47 1.125 15
Total 2.43 .971 30
Above 45 years
Male 2.00 .953 12
Female 2.13 1.125 15
Total 2.07 1.035 27
Total Male 2.21 .921 57
Female 2.29 .991 63
Total 2.25 .955 120
Tab.8.178: Descriptive statistics with dependent variable advertisement
Ho1: There are no significant differences in rating to advertisement as important attribute to
purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to advertisement as important attribute to
purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to advertisement as important attribute to
purchase OTC product with respect to age and gender of the respondents
Tests of Between-Subjects Effects
Dependent Variable: Advertisement
SourceType III Sum of Squares df Mean Square F Sig.
Corrected Model
4.646a 7 .664 .716 .659
Intercept 571.925 1 571.925 616.786 .000
Age 3.021 3 1.007 1.086 .358
Gender .485 1 .485 .523 .471
Age * Gender 1.632 3 .544 .587 .625
Error 103.854 112 .927
Total 716.000 120
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Corrected Total 108.500 119
a. R Squared = .043 (Adjusted R Squared = -.017)Tab.8.179: Two way ANOVA with dependent variable advertisement
Since P value is more than 0.05, hence we accept Ho1, Ho2, Ho3
Ho1: There are no significant differences in rating to advertisement as important attribute to
purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to advertisement as important attribute to
purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to advertisement as important attribute to
purchase OTC product with respect to age and gender of the respondents
8.2.2.4.5. PHYSICIAN RECOMMENDATION
Descriptive Statistics
Dependent Variable: Physician recommendation
Age Gender MeanStd. Deviation N
Below 25 yrs Male 3.73 .905 11
Female 3.85 .555 13
Total 3.79 .721 24
25-35 Male 3.89 .809 19
Female 4.10 .852 20
Total 4.00 .827 39
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35-45 Male 3.87 .743 15
Female 4.07 .799 15
Total 3.97 .765 30
Above 45 years
Male 3.42 .900 12
Female 3.80 1.014 15
Total 3.63 .967 27
Total Male 3.75 .830 57
Female 3.97 .822 63
Total 3.87 .829 120
Tab.8.180: Descriptive statistics with dependent variable physician recommendation
Ho1: There are no significant differences in rating to physician recommendation as important
attribute to purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to physician recommendation as important
attribute to purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to physician recommendation as important
attribute to purchase OTC product with respect to age and gender of the respondents
Tests of Between-Subjects Effects
Dependent Variable:Physician recommendation
SourceType III Sum of Squares df Mean Square F Sig.
Corrected Model
4.420a 7 .631 .913 .499
Intercept 1703.883 1 1703.883 2464.073 .000
Age 2.894 3 .965 1.395 .248
Gender 1.487 1 1.487 2.150 .145
Age * Gender .243 3 .081 .117 .950
Error 77.447 112 .691
Total 1876.000 120
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Corrected Total 81.867 119
a. R Squared = .054 (Adjusted R Squared = -.005)Tab.8.181: Two way ANOVA with dependent variable physician recommendation
Since P value is more than 0.05, hence we accept Ho1, Ho2, Ho3
Ho1: There are no significant differences in rating to physician recommendation as important
attribute to purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to physician recommendation as important
attribute to purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to physician recommendation as important
attribute to purchase OTC product with respect to age and gender of the respondents
8.2.2.4.6. PAST EXPERIENCE
Descriptive Statistics
Dependent Variable: past experience
Age Gender MeanStd. Deviation N
Below 25 yrs Male 4.09 .701 11
Female 4.15 .801 13
Total 4.13 .741 24
25-35 Male 4.00 .816 19
Female 3.90 .718 20
Total 3.95 .759 39
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35-45 Male 3.87 .743 15
Female 3.80 .561 15
Total 3.83 .648 30
Above 45 years
Male 4.17 .718 12
Female 3.73 .704 15
Total 3.93 .730 27
Total Male 4.02 .744 57
Female 3.89 .698 63
Total 3.95 .720 120
Tab.8.182: Descriptive statistics with dependent variable past experience
Ho1: There are no significant differences in rating to past experience as important attribute to
purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to past experience as important attribute to
purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to past experience as important attribute to
purchase OTC product with respect to age and gender of the respondents
Tests of Between-Subjects Effects
Dependent Variable: past experience
SourceType III Sum of Squares df Mean Square F Sig.
Corrected Model
2.565a 7 .366 .694 .677
Intercept 1815.853 1 1815.853 3439.190 .000
Age 1.113 3 .371 .703 .552
Gender .521 1 .521 .986 .323
Age * Gender .874 3 .291 .552 .648
Error 59.135 112 .528
Total 1934.000 120
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Corrected Total 61.700 119
a. R Squared = .042 (Adjusted R Squared = -.018)Tab.8.183: Two way ANOVA with dependent variable past experience
Since P value is more than 0.05, hence we accept Ho1, Ho2, Ho3
Ho1: There are no significant differences in rating to past experience as important attribute to
purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to past experience as important attribute to
purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to past experience as important attribute to
purchase OTC product with respect to age and gender of the respondents
8.2.2.4.7. PHARMACIST RECOMMENDATION
Descriptive Statistics
Dependent Variable: Pharmacist recommendation
Age Gender MeanStd. Deviation N
Below 25 yrs Male 4.27 .647 11
Female 3.85 .689 13
Total 4.04 .690 24
25-35 Male 4.11 .658 19
Female 4.30 .733 20
Total 4.21 .695 39
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35-45 Male 3.93 .704 15
Female 4.47 .516 15
Total 4.20 .664 30
Above 45 years
Male 4.25 .622 12
Female 3.93 .704 15
Total 4.07 .675 27
Total Male 4.12 .657 57
Female 4.16 .700 63
Total 4.14 .677 120
Tab.8.184: Descriptive statistics with dependent variable pharmacist recommendation
Ho1: There are no significant differences in rating to pharmacist recommendation as important
attribute to purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to pharmacist recommendation as important
attribute to purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to pharmacist recommendation as important
attribute to purchase OTC product with respect to age and gender of the respondents
Tests of Between-Subjects Effects
Dependent Variable: Pharmacist recommendation
SourceType III Sum of Squares df Mean Square F Sig.
Corrected Model
4.878a 7 .697 1.570 .152
Intercept 1979.254 1 1979.254 4459.071 .000
Age .469 3 .156 .352 .788
Gender .000 1 .000 .001 .976
Age * Gender 4.204 3 1.401 3.157 .028
Error 49.714 112 .444
Total 2113.000 120
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Corrected Total 54.592 119
a. R Squared = .089 (Adjusted R Squared = .032)Tab.8.185: Two way ANOVA with dependent variable price
Since P value is more than 0.05 for Ho1,Ho2 but for Ho3 P value is less than 0.05, hence we
accept Ho1,Ho2 but we reject Ho3
Ho1: There are no significant differences in rating to pharmacist recommendation as important
attribute to purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to pharmacist recommendation as important
attribute to purchase OTC product with respect to the gender of the respondents
Ho3: There are significant differences in rating to pharmacist recommendation as important
attribute to purchase OTC product with respect to age and gender of the respondents
8.2.2.4.8. FAMILY/FRIENDS RECOMMENDATION
Descriptive Statistics
Dependent Variable: Family /Friend Recommendation
Age Gender MeanStd. Deviation N
Below 25 yrs Male 3.18 1.401 11
Female 3.00 1.633 13
Total 3.08 1.501 24
25-35 Male 3.05 1.545 19
Female 3.05 1.432 20
Total 3.05 1.468 39
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35-45 Male 4.00 1.414 15
Female 3.13 1.506 15
Total 3.57 1.501 30
Above 45 years
Male 2.75 1.357 12
Female 3.20 1.568 15
Total 3.00 1.468 27
Total Male 3.26 1.482 57
Female 3.10 1.489 63
Total 3.18 1.482 120
Tab.8.186: Descriptive statistics with dependent variable family/friends recommendation
Ho1: There are no significant differences in rating to family/friends recommendation as
important attribute to purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to family/friends recommendation as
important attribute to purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to family/friends recommendation as
important attribute to purchase OTC product with respect to age and gender of the respondents
Tests of Between-Subjects Effects
Dependent Variable: Family /Friend Recommendation
SourceType III Sum of Squares df Mean Square F Sig.
Corrected Model
13.408a 7 1.915 .865 .536
Intercept 1162.022 1 1162.022 524.960 .000
Age 6.432 3 2.144 .969 .410
Gender .652 1 .652 .295 .588
Age * Gender 6.469 3 2.156 .974 .408
Error 247.917 112 2.214
Total 1471.000 120
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Corrected Total 261.325 119
a. R Squared = .051 (Adjusted R Squared = -.008)Tab.8.187: Two way ANOVA with dependent variable past experience
Since P value is more than 0.05, hence we accept Ho1, Ho2, Ho3
Ho1: There are no significant differences in rating to family/friends recommendation
as important attribute to purchase OTC product with respect to the age of the respondents
Ho2: There are no significant differences in rating to family/friends recommendation
as important attribute to purchase OTC product with respect to the gender of the respondents
Ho3: There are no significant differences in rating to family/friends recommendation as
important attribute to purchase OTC product with respect to age and gender of the respondents
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CHAPTER 9: SUGGESTION AND RECOMMENDATION
9.1. SUMMARY OF ANALYSIS
Most of respondent belongs to age group of between 25-45 years
Most of respondent are gender female
Most of respondent stays in nuclear family
Most of respondent are well educated have done graduation
Most respondent stays in family size of 4-6 member in family
Most of the respondents have very good health i.e.61 respondent out of 120 sample size
Most of the people suffer from these normal diseases on day to day basis, in that most of
the respondent i.e. 35 respondent use OTC medicine product first to treat the condition
The usage number of OTC product have increased over the period of five years due to
more education and better standard of living i.e.41 respondent use more OTC product
The frequency of usage of OTC product have been same for last five year i.e. 42
respondent has same frequency of usage
Most of respondent think it is important to consult the Doctor before consumption of
OTC medicine after reading or watching a medicine advertisement
Most of respondent read packaging label when they purchase OTC medicine for first time
Most of respondent first read direction usage on packaging labels
Most of Respondent don’t re-read label until and unless the medicine is to be given to
child
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Most of the respondent doesn’t have knowledge about the amount of medicine needs to
be taken for therapeutic response
Most respondent doesn’t even have basic knowledge about a regularly used Brand Crocin
pharmaceutical content
Most respondent have taken more medicine than recommended dosage
Those who have taken more medicine than recommended dosage have taken next dose
sooner than directed on label so, most respondent don’t take risk of taking unnecessary
dosage ,they understand the risk of taking more dosage
Most respondent take more dosage only when they have more severe symptoms
Most respondent take multiple medicine when suffer from more than one symptom in a
particular disease, so they know the usage of different medicine in different symptoms
Most of respondent are aware of negative reaction of OTC medicine and have
experienced some negative reaction or side effect after taking an OTC medicine
Most respondent experience side effect or negative reaction first they contact doctor and
other most respondent contact chemist
Most respondent suffer symptom of fever every bimonthly
Most respondent suffer symptom of Pain every monthly
Most respondent suffer symptom of Cold,Flu every half yearly
Most respondent suffer symptom of acidity every biweekly
Most respondent suffer symptom of vomiting in every six month
Most respondent suffer symptom of diahorrea every bimonthly
Most respondent take vitamin every half yearly
Most respondent suffer skin disorder problems often every bimonthly
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Most respondent take doctor’s advice for purchase decision of OTC product
Very few respondents take Chemist advice for purchase decision of OTC product
Most respondent take acquaintance, family, friend advice as most important advice for
purchase decision of OTC product
Most respondent do not take media advertisement based advice for purchase decision of
OTC product
Most respondent find past experience as good influencer for purchase decision of OTC
product
Most respondent do not take advice from advertisement displayed on chemist store for
purchase decision of OTC product
Most respondent think information on internet is the last source of information to depend
as advice for purchase decision of OTC product
There is significant difference between the overall health and the age of the person
There is no significant difference between number of product usage and the age of the
person
There is no significant difference between usage of label and the age of the person
There is no significant difference between knowledge of dosage and the age of the person
There is no significant difference between more usage of medicine and the age of the
person
There is no significant difference between more usage of medicine and the age of the
person
There is no significant difference between negative reaction experienced and the age of
the person
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There is significant difference between frequency of suffering from pain and the age of
the person
There is no significant difference between frequency of suffering from acidity and the
age of the person
There is significant difference between frequency of suffering from skin disorder and the
age of the person
There is no significant difference between past experience as the influence of purchase of
OTC product and the age of the person
There is no significant difference between advertisement as the influence of purchase of
OTC product and the age of the person
There is no significant difference between chemist promotion as the influence of
purchase of OTC product and the age of the person
There is no significant difference between family or friend recommendation as the
influence of purchase of OTC product and the age of the person
There is significant difference between advertisement effect of magazine as the influence
of purchase of OTC product and the age of the person
There is no significant difference between overall health and gender of people
There is no significant difference between number of product usage and gender
There is no significant difference between usage of packaging instruction and gender of
people
There is no significant difference between usage of knowledge of dosing and gender of
people
There is no significant difference between usage of multiple drug and gender of people
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There is no significant difference between negative reaction or side effect and gender of
people
There is no significant difference between frequency of pain suffering and gender of
people
There is no significant difference between frequency of acidity suffering and gender of
people
There is no significant difference between frequency of skin problem suffering and
gender of people
There is no significant difference between past experience as the influence of purchase of
OTC product and gender of a person
There is no significant difference between advertisement as the influence of purchase of
OTC product and gender of a person
There is significant difference between price as an attribute that influence of purchase of
OTC product and gender of a person
There is no significant difference between promotion as an attribute that influence of
purchase of OTC product and gender of a person
There is no significant difference between pharmacist recommendation as an attribute
that influence of purchase of OTC product and gender of a person
There is no significant difference between family or friend recommendation as an
attribute that influence of purchase of OTC product and gender of a person
There is no significant difference between advertisement effect of television on purchase
of OTC product and gender of a person
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There is significant difference between advertisement effect of chemist shop on purchase
of OTC product and gender of a person
There is no significant difference between overall health and nature of family
There is no significant difference between number of product usage and nature of family
There is no significant difference between usage of packaging instruction and nature of
family
There is no significant difference between usage of knowledge of dosing and nature of
family
There is no significant difference between overdosage of OTC medicine and nature of
family
There is no significant difference between reason of overdosage and nature of family
There is no significant difference between usage of multiple drug and nature of family
There is significant difference between frequency of cold flu suffering and nature of
family
There is significant difference between frequency of vitamin usage and nature of family
There is no significant difference between past experience as the influence of purchase of
OTC product and nature of family
There is no significant difference between advertisement as the influence of purchase of
OTC product and nature of family
There is no significant difference between price as an attribute that influence of purchase
of OTC product and nature of family
There is no significant difference between past experience as an attribute that influence of
purchase of OTC product and nature of family
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There is no significant difference between family/friend recommendation as an attribute
that influence of purchase of OTC product and nature of family
There is no significant difference between advertisement effect of television on purchase
of OTC product and nature of family
There is significant difference between approach to find treatment and education
There is significant difference between number of product usage and education
There is no significant difference between usage of packaging instruction and education
There is no significant difference between usage of knowledge of dosing and education
There is no significant difference between overdosage of OTC medicine and education
There is no significant difference between usage of multiple drug and education
There is no significant difference between frequency of pain suffering and education
There is significant difference between frequency of cold flu suffering and education
There is no significant difference between frequency of skin disorder and education
There is no significant difference between past experience as the influence of purchase of
OTC product and education
There is no significant difference between advertisement as the influence of purchase of
OTC product and education
There is significant difference between save cost to visit doctor as the influence of
purchase of OTC product and education
There is significant difference between price as an attribute that influence of purchase of
OTC product and education
There is significant difference between promotion as an attribute that influence of
purchase of OTC product and education
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There is significant difference between advertisement as an attribute that influence of
purchase of OTC product and education
There is significant difference between past experience as an attribute that influence of
purchase of OTC product and education
There is significant difference between family/friend recommendation as an attribute that
influence of purchase of OTC product and education
There is no significant difference between advertisement effect of newspaper on purchase
of OTC product and education
There is no significant difference between advertisement effect of magazine on purchase
of OTC product and education
There is significant difference between advertisement effect of chemist shop on purchase
of OTC product and education
There is no significant difference between overall health and occupation
There is no significant difference between usage of knowledge of dosing and occupation
There is significant difference between over dosage of OTC medicine and occupation
There is no significant difference between reason of overdosage and occupation
There is no significant difference between frequency of acidity suffering and occupation
There is significant difference between frequency of pain suffering and occupation
There is no significant difference between availability of time to visit doctor as the
influence of purchase of OTC product and occupation
There is significant difference between past experience as an attribute that influence of
purchase of OTC product and occupation
There is significant difference between overdosage of OTC medicine and marital status
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There is significant difference between frequency of cold flu suffering and marital status
There is significant difference between frequency of acidity suffering and marital status
There is significant difference between frequency of vitamin suffering and marital status
There is significant difference between advertisement as the influence of purchase of
OTC product and marital status
There is a significant difference across the parameter in an OTC product
The most important parameter or attribute on which OTC product always need to deliver
are respectively
1. Pharmacist Recommendation
2. Brand Name
3. Past experience
4. Physician recommendation
The most important parameter of influence for consumer to purchase OTC medicine on
their own is Past Experience
The most important medium of advertisement which leads the consumer to use or
recommendation of an OTC product is respectively
1. Newspaper
2. Internet
3. Magazine
4. Television
Brand Name being an important attribute to purchase an OTC product does not depend
on the age and gender of the respondent.
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Price being an important attribute to purchase an OTC product does not depend on the
age but it depends on the gender of the respondent.
Promotion being an important attribute to purchase an OTC product does not depend on
the age and gender of the respondent.
Advertisement being an important attribute to purchase an OTC product does not depend
on the age and gender of the respondent.
Physician recommendation being an important attribute to purchase an OTC product does
not depend on the age and gender of the respondent.
Past experience being an important attribute to purchase an OTC product does not depend
on the age and gender of the respondent.
Pharmacist recommendation being an important attribute to purchase an OTC product
depends on the age and gender of the respondent.
Family/friend recommendation being an important attribute to purchase an OTC product
does not depend on the age and gender of the respondent.
9.2. RECOMMENDATION
It is very important for the brand manager of OTC products to increase awareness
amongst the consumer so, they take proper treatment for their general ailments, for now,
most of them use home remedy
The usage of OTC product over the years have increased with better education and
increase in disposable income but, there are still lot of areas where the market is untapped
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The frequency of usage of same OTC product over the year have remained same, it is
important for brand manager to do proper positioning and branding to increase the
frequency of usage
It is important for brand manager to generate a campaign for the awareness of importance
of reading a packaging labels each time before using a medicine
If the medicine has more side effect it is the moral responsibility of the organization to
instruct the consumer to take advice from doctor before taking the medicine
There is no awareness in consumer about the dosage and usage of OTC product for a
particular indication, the doctor and pharmacist should be informed to impart some
knowledge when a consumer purchase or ask for a particular product
The awareness level of consumer is very low about the basic science of medicine, so
brand manager can launch a campaign to increase the knowledge about the OTC product
with the help of Media, Doctors and Chemists
There are lot of consumer who abuse drug usage so, it is important for brand manager to
give training to the retailer about the harmful effect of excessive usage which will help
them make understand the consumer about the harmful effect of excessive usage of
medicine
The multiple drug usage amongst the consumer is high. brand manager can provide the
different product for common symptoms of disease
The most important parameter to purchase a particular OTC medicine are advice of
pharmacist , doctor and brand name of the product so, it is important for the organization
to educate retailer, doctors and consumer simultaneously
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Brand manager can use innovative methods to communicate the handling of negative
reaction caused by particular drug or it is advisable to check with doctor before using
drug
The OTC player should have drug portfolio in every general symptoms or aliment
because the frequency of suffering happens in every 6 months for same common
symptoms
The most effective communication mode in media for OTC medicine are usage of
Newspaper, magazine or any print media which helps the consumer to understand the
usage and indication of product
The advice of doctors and chemist helps to influence the purchase of particular brand and
OTC product. Organization should influence the doctors and chemist for advice of their
product
The past experience with the product is most importance influencing parameter for
purchase of medicine so brand manager should make sure to give better experiences with
the brand usage
The promotion at chemist store are the best promotion for purchase of a product because
the brand and the advisor is present at same place and time
The peer influence in decision plays an important role in purchase of a product, the
awareness amongst the consumer needs to be increased
The advertisement medium do play role in influencing the usage and recommendation of
the OTC product. The most effective medium is print medium which helps the consumer
read and understand the usage of OTC medicine
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CONCLUSION
The Indian Pharmaceutical Industry today is in the front rank of India’s science-based industries.
This highly fragmented industry is very competitive. The companies are compelled to focus on
R&D and innovative methods to improve their manufacturing capabilities. In the OTC drug
marketing, the Customer and Consumer being the same, companies have to immediately address
the information needs more effectively and on a continuous basis. The acceptability of OTC
drugs will improve once the awareness level is enhanced. When the knowledge of the traditional
medicine is rooted in the culture, the knowledge about allopathic OTC drugs has to be
disseminated by manufacturing company and ensure drastic reduction in the high information
asymmetry existing today. The OTC drug offering is incomplete without empowering the public
on its rational use through well planed strategic marketing initiative revolving around the
aliment, the knowledge to diagnose and manage the same.
In this empowerment process which can be considered as CSR, the objective should be
prevention and holistic awareness creation leading to health and wellbeing than just offering the
minimum needed information to use one’s products. Thus by educating public (consumer) on
how to manage common ailments and finally how to prevent them, the pharma companies can
achieve its real goal of health for all and improve the quality of people’s life. The social benefit
at a national level will be lesser work load on general practitioners, pharmacists who are more
empowered to guide and counsel patients and more confident public who are in a better position
to take more informed choice of the best available solution to treat their common ailments and
prevent the frequent occurrence of the same. This will increase productivity at work and every
one in society can make superior contribution towards nation building as it strives to be a
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developed one. In India, most residents are aware that OTC medicines could be purchased in
convenience stores, although most still showed preference for making purchases in pharmacies.
This may be due to different expectations for this outlet – the public may expect that pharmacies
can provide professional help, as well as offer good quality, lower prices, and a greater variety of
products. This survey conducted in Mumbai, the finding gives us an insight regarding consumers'
attitudes, usage and preferences towards OTC products. The surveyed consumer perceived that
OTC drug marketing strategies will make the drugs cheaper, easily available at stores and also
information of the brand. This will encourage Consumers to use OTC drugs as first line of
defense and reduce cost on healthcare management, but, it has high negative risk towards self
medication through OTC medicines across the consumer strata. As we know self medication
leads to taking health in own hands and will have detrimental effects. OTC brands in minor
ailments are safe and easily available.
Doctors were of the opinion that consumers will get more involved in health management if
more OTC Drugs are available in open market without prescription. But, OTC products will help
the company reach the areas where primary health care is question market; private healthcare
cost more even in minor ailment also so .the companies should bring down the cost of OTC
products to reach the poor. Thus OTC products are marketed and advertised freely so that
maximum consumers are educated and treat minor ailments at home using OTC products as first
line of defense. Since it can be expected that more Rx to OTC switch will increase number of
drugs in OTC category in near future, it may be valuable to conduct more research on group of
Consumer who consume OTC Products available to Counters freely and either switch from the
existing brand or continue to earlier brand.
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As OTC product today enjoy a good market share and also in coming future as numbers of drugs
are going off-patent, so OTC market is going to see increasing market share. The entire
consumer surveyed uses some or other OTC products. Earlier prescription from a doctor,
recommendation from a friend/relative, advertisements of a product and through product trial
emerged as major reasons for purchasing OTC product. Pharmacist recommendation of a product
followed by its brand name & past experience can play role on purchase behavior.
Advertisements substantially affect consumer behavior towards OTC products in building brand
equity, majority of the consumers don't know the parent company of brand consumed. Thus,
study corroborates consumers prefer OTC products as a substitute to Rx products.
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QUESTIONNARIE
Topic: Usage and Attitude of Consumer towards Pharmaceutical over the Counter (OTC) drugs
Name of Consumer
Age
o Below 25yrs
o 25-35
o 35-45
o Above 45
Gender
o Male
o Female
Nature of Family
o Nuclear
o Joint
Education
o School level
o Graduate
o Post Grad
o Professional
o Any other
Occupation:
Marital Status
o Single
o Married
o Divorce
Family Size
o More than 3
o 3 to 6
o Above 6
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1. Overall how would you rate your current health?
o Excellent
o Very good
o Good
o Fair
o Poor
2. Think about the condition when you had suffered from some general problem like cold,
cough, sore throat etc recently, what did you do generally in these ailments?
o Used medicine already at home
o See doctor
o Purchased OTC medicine
o Purchased prescription drug
o Use home remedy
o Used nothing
3. Do you use OTC drugs or medication for mentioned below indication If Yes, please indicates
the frequency of usage?
Indication or Ailments
Yes/No
Daily
Weekly
Biweekly
Monthly
Bimonthly
Half Yearly
Yearly
FeverPainCold, FluAcidityContraceptionVomitingDiahorreaVitaminDietary supplementMineralSkin disorder
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 316
4. Would you say that you are taking more, fewer or about same number of product than you
did five year ago?
o More
o Fewer
o About same
o Don’t know
5. Are you using this OTC product more, less or about same as five year ago?
o More frequently
o Less frequently
o About same
o Don’t know/not sure
6. What makes you take decision on your own to purchase medicine?
Rate on a scale of 1-5 where 1-represents lowest and 5-represents Highest
Parameter 1 2 3 4 5Past experienceAdvertisement
Lack of Time to visit Doctor
Save the cost of doctor visit
Chemist promotion
Internet & Blog recommendation
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7. Please indicate the importance of following attribute in a purchase of OTC drug
1-Unimportant
2- of little importance
3-Moderately Important
4- Important
5- Very Important
Sr no
Parameter 1 2 3 4 5
1 Brand Name2 Price3 Promotion4 Advertisement5 Physical Recommendation6 Past Experience7 Pharmacist
Recommendation8 Family/Friend
Recommendation
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Advertisement effect
8. Have you seen advertisement of OTC drug recently, if Yes, please indicate if you have use or
recommended it to others? Accordingly
1. Definitely will recommend/Use2. Probably will recommend/Use3. Not sure4. Probably will not recommend/Use5. Definitely will not recommend/Use6. Never Used/Recommended
Sources of watching Yes/No 1 2 3 4 5 6NewspaperMagazineTelevisionInternetChemist shopDoctors cabin
9. Do you agree after reading or watching a medicine advertisement, one should consult a physician about it before using it?
o Strongly Disagreeo Disagreeo Undecidedo Agreeo Strongly Agree
10. Whose Advice is taken when you decide on which OTC drug to buy? Rank accordingly
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Parameter Rank The doctorThe PharmacistAcquaintances, Family,Friends,ColleaguesMedia AdvertisementPast experienceAdvertisements on Chemist storeInternet information
Consumer usage of OTC labels
11. When you buy or take the OTC me9dicine for the first time, what information do you read on
the package first?
o Direction of usage
o Dosage levels
o Symptoms it is used for
o Possible side effect of usage
o Warning about usage with other medicine
o Expiry date
o Other response
12. Are you likely to re-read the label again in the following circumstances
o OTC Medicine to a child
o OTC Medicine with prescription drug at same
o OTC medicine with OTC medicine at same time
o Don’t read the label long time
o Other
Knowledge of OTC
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13. To the best of recollection, what is Active ingredient in brand crocin?
______________________________________________________________
14. Based on what you know, what is most accurate way to determine the amount of medicine to
be taken in particular indication?
o Weight
o Age
o Both Weight and Age
o Neither weight nor age
o Don’t know/Not sure
Taking too much of an OTC drug
15. Have you ever taken more than the recommended dose of a non-prescription medicine?
o Yes
o No
o Not sure
16. If yes, how much more have you taken?
o More than recommended no of pills at single time
o Next dose sooner than directed on label
o More no. Of dosage per day directed on label
o Don’t know/ not sure
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17. What is the one reason for taking more medicine is
o Believe it relieve more quickly
o had severe symptoms
o Did not get any better by taking recommended dose
o Used prescription all to my judgment
o Any other please specify
18. If you have more than one symptom at same time like headache, sore throat, how likely are
you to take more than one OTC medicine?
o Not at all likely
o Not very likely
o Somewhat likely
o Very likely
o Extremely likely
Side effect
19. Have you ever experienced any negative reaction or side effect from taking an OTC product?
o Yes
o No
o Not sure
20. What did you do mostly to stop the negative reaction?
o Stopped taking OTC medicine
o Contacted doctor
o Waited until you felt better
o Contacted chemist
o Contacted friend or family
o Took other medicine
o Others
Which different places do you think OTC medicine should be made available other than Medical
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stores?
LIST OF FIGURE
Figure Description Page
No.
CHAPTER NO 1: OVERVEIW OF PHARMACEUTICAL INDUSTRY
Fig.1.1 Branches of Medical Science 2
Fig.1.2 Manufacturing Process 5
Fig.1.3 Market share of Different Pharmaceutical Product Categories 11
CHAPTER NO 3: INDIAN PHARMACEUTICAL INDUSTRY
Fig.3.1 Percentage Sales of Industry Segment 37
CHAPTER NO 8: DATA ANALYSIS AND INTERPRETATION
Fig.8.1 Indicates the Age Profile of the Respondent 108
Fig.8.2 Indicates the Gender Profile of the Respondent 109
Fig.8.3 Indicates the Nature of Family Profile of the Respondent 110
Fig.8.4 Indicates the Education Qualification Profile of the Respondent 111
Fig.8.5 Indicates the family Size Profile of the Respondents 112
Fig.8.6 Indicates the Frequency of Overall Current Health of the Respondent 113
Fig.8.7 Indicates the Frequency of Respondent Taking Self Medication in Minor
Ailments
114
Fig.8.8 Indicates the Frequency of Number of Products Usage Over the Years by the
Respondent
115
Fig.8 .9 Indicates the Frequency of Number of Products Usage Frequency Over the Years 116
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by the Respondent
Fig.8.10 Indicates the Frequency of Usage of Packaging Labels 117
Fig.8.11 Indicates the Frequency of Re-read Packaging Labels in Any Circumstances 118
Fig.8.12 Indicates the Frequency of Knowledge of Usage and Dosage of OTC Product 119
Fig.8.13 Indicates the Frequency of Awareness About an OTC Product 120
Fig.8.14 Indicates the Frequency About over Usage of an OTC Product 121
Fig.8.15 Indicates the Frequency about Amount of Over Usage of an OTC Product 122
Fig.8.16 Indicates the Frequency Reason for the Over Usage of an OTC Product 123
Fig.8.17 Indicates the Frequency of Multidrug Usage to Treat Multiple Symptoms 124
Fig.8.18 Indicates the Frequency of Experience of Side Effect after Usage of an OTC
Product
125
Fig.8.19 Indicates the Frequency Response to Tackle Side Effect of an OTC Product 126
Fig.8.20 Indicates the Frequency Response of Suffering from Fever 127
Fig.8.21 Indicates the Frequency Response of Suffering from Pain 128
Fig.8.22 Indicates the Frequency Response of Suffering from Cold Flu 129
Fig.8.23 Indicates the Frequency Response of Suffering from Acidity 130
Fig.8.24 Indicates the Frequency Response of Suffering from Vomiting 131
Fig.8.25 Indicates the Frequency Response of Suffering from Diahorrea 132
Fig.8.26 Indicates the Frequency Response Usage of Vitamin 133
Fig.8.27 Indicates the Frequency Suffering from Skin Disorder 134
Fig.8.28 Indicates the Importance of Doctor in Advice to Purchase OTC Product 135
Fig.8.29 Indicates the Importance of Pharmacist in Advice to Purchase OTC Product 136
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Fig.8.30 Indicates the Importance of Family, Friends, Colleagues, Acquaintance in Advice
to Purchase OTC Product
137
Fig.8.31 Indicates the Importance of Media Advertisement in Advice to Purchase OTC
Product
138
Fig.8.32 Indicates the Importance of Past Experience as an Advice to Purchase OTC
Product
139
Fig.8.33 Indicates the Importance of Advertisement on Chemist Store in Advice to
Purchase OTC Product
140
Fig.8.34 Indicates the Importance of Internet Information in Advice to Purchase OTC
Product
141
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LIST OF TABLE
Tab. DESCRIPTIONPAGE
NO.
CHAPTER NO 1: OVERVIEW OF PHARMACEUTICAL INDUSTRY
Tab.1.1 Market Value and Market Growth of Therapeutic Segment 12
CHAPTER NO 2: INTRODUCTION OF PHARMACEUTICAL INDUSTRY
Tab.2.1 Market Share and Market Growth of Global Market 19
Tab.2.2 Major Players in Pharmaceutical Market 25
CHAPTER NO 4: COMPETITIVE ANALYSIS OF PHARMACEUTICAL INDUSTRY
Tab.4.1 Market Share of Top Five Pharmaceutical Companies India 51
CHAPTER NO 5: PHARMACEUTICAL OTC MARKET
Tab.5.1 USA. Pharmaceutical OTC Market Segmentation 72
Tab.5.2 Europe Pharmaceutical OTC Market Segmentation 73
Tab.5.3 Market Sales of Different OTC Segment 77
Tab.5.4 Market Share of Indian OTC Market Segment 78
Tab.5.5 Top Ten OTC Brands in Indian Market 79
CHAPTER N0 8: DATA ANALYSIS AND INTERPRETATION
Tab.8.1 Crosstab to Identify Overall Health with Respect to Age of the Person 142
Tab.8.2Chi square to Measure the Overall Health with Respect to Age of the
Person142
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Tab.8.3
Crosstab to Identify Number of Product Usage with Respect to Age of
the Person143
Tab.8.4Chi square to Measure Number of Product Usage with Respect to Age
of the Person143
Tab.8.5Crosstab to Identify Usage of Packaging Labels with Respect to Age of
the Person144
Tab.8.6Chi square to Measure Usage of Packaging Labels with Respect to Age
of the Person145
Tab.8.7Crosstab to identify knowledge of usage of medicine with respect to age
of the person146
Tab.8.8
Chi square to Measure the Knowledge of Usage of Medicine with
Respect to Age of the Person147
Tab.8.9
Crosstab to Identify Excessive Usage of Medicine with Respect to Age
of the Person148
Tab.8.10Chi square to Measure Excessive Usage of Medicine with Respect to
Age of the Person149
Tab.8.11Crosstab to Identify Reason for Excessive Usage of Medicine with
Respect to Age of the Person149
Tab.8.12Chi square to Measure the Reason for Excessive Usage of Medicine
with Respect to Age of the Person150
Tab.8.13Crosstab to Identify Experience of Negative Reaction with Respect to
151
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Age of the Person
Tab.8.14
Chi square to Measure the Experience of Negative Reaction with
Respect to Age of the Person152
Tab.8.15Crosstab to Identify the Frequency of Suffering with Pain with Respect
to Age of the Person153
Tab.8.16Chi square to Measure the Frequency of Suffering with Pain with
Respect to Age of the Person154
Tab.8.17Crosstab to Identify the Frequency of Suffering from Acidity with
Respect to Age of the Person155
Tab.8.18
Chi square to Measure the Frequency of Suffering from Acidity with
Respect to Age of the Person156
Tab.8.19Crosstab to Identify the Frequency of Suffering from Skin Disorder
with Respect to Age of the Person157
Tab.8.20
Chi square to Measure the Frequency of Suffering from Skin Disorder
with Respect to Age of the Person158
Tab.8.21Crosstab to Identify Influence of Past Experience in Purchase of OTC
Drug with Respect to Age of the Person159
Tab.8.22Chi square to Measure the Influence of Past Experience in Purchase of
OTC drug with Respect to Age of the Person160
Tab.8.23Crosstab to Identify Influence of Advertisement in Purchase of OTC
Drug with Respect to Age of the Person161
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Tab.8.24Chi square to Measure the Influence of Advertisement in Purchase of
OTC Drug with Respect to Age of the Person162
Tab.8.25Crosstab to Identify Influence of Chemist Promotion in Purchase of
OTC Drug with Respect to Age of the Person163
Tab.8.26Chi square to Measure the Influence of Chemist Promotion in
Purchase of OTC Drug with Respect to Age of the Person164
Tab.8.27Crosstab to Identify Influence of Family /Friends Recommendation in
Purchase of OTC Drug with Respect to Age of the Person165
Tab.8.28
Chi square to Measure the Influence of Family/Friends
Recommendation in Purchase of OTC Drug with Respect to Age of the
Person
166
Tab.8.29Crosstab to Identify Advertisement Effect of Magazine Influences in
Purchase of OTC Drug with Respect to Age of the Person167
Tab.8.30Chi square to Measure Advertisement Effect of Magazine Influences in
Purchase of OTC Drug with Respect to Age of the Person168
Tab.8.31Crosstab to Identify Overall health with Respect to Gender of the
Person169
Tab.8.32Chi square to Measure the Overall Health with Respect to Gender of
the Person169
Tab.8.33
Crosstab to Identify Number of Product Usage with Respect to Gender
of the Person170
Tab.8.34Chi square to Measure Number of Product Usage with Respect to
170
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Gender of the Person
Tab.8.35Crosstab to Identify Usage of Packaging Labels with Respect to Gender
of the Person171
Tab.8.36Chi square to Measure Usage of Packaging Labels with Respect to
Gender of the Person172
Tab.8.37Crosstab to Identify Excessive Usage of Multidrug with Respect to
Gender of the Person173
Tab.8.38
Chi square to Measure Multidrug Usage of Medicine with Respect to
Gender of the Person173
Tab.8.39Crosstab to Identify Experience of Negative Reaction with Respect to
Gender of the Person174
Tab.8.40Chi square to Measure the Experience of Negative Reaction with
Respect to Gender of the Person175
Tab.8.41Crosstab to Identify the Frequency of Suffering with Pain with Respect
to Gender of the Person176
Tab.8.42
Chi square to Measure the Frequency of Suffering with Pain with
Respect to Gender of the Person176
Tab.8.43Crosstab to Identify the Frequency of Suffering from Acidity with
Respect to Gender of the Person177
Tab.8.44Chi square to Measure the Frequency of Suffering from Acidity with
Respect to Gender of the Person177
Tab.8.45 Crosstab to Identify the Frequency of Suffering from Skin Disorder 178
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with Respect to Gender of the Person
Tab.8.46Chi square to Measure the Frequency of Suffering from Skin Disorder
with Respect to Gender of the Person179
Tab.8.47Crosstab to Identify Influence of Past Experience in Purchase of OTC
Drug with Respect to Gender of the Person180
Tab.8.48Chi square to Measure the Influence of Past Experience in Purchase of
OTC Drug with Respect to Gender of the Person180
Tab.8.49Crosstab to Identify Influence of Advertisement in Purchase of OTC
Drug with Respect to Gender of the Person181
Tab.8.50Chi square to Measure the Influence of Advertisement in Purchase of
OTC Drug with Respect to Gender of the Person182
Tab.8.51Crosstab to Identify Influence of Price in Purchase of OTC Drug with
Respect to Gender of the Person183
Tab.8.52Chi square to Measure the Influence of Price in Purchase of OTC
Drug with Respect to Gender of the Person183
Tab.8.53Crosstab to Identify Influence of Promotion in Purchase of OTC Drug
with Respect to Gender of the Person184
Tab.8.54Chi square to Measure the Influence of Promotion in Purchase of OTC
Drug with Respect to Gender of the person185
Tab.8.55Crosstab to Identify Influence of Pharmacist Recommendation in
Purchase of OTC Drug with Respect to Gender of the Person186
Tab.8.56Chi square to Measure the Influence of Pharmacist Recommendation
in Purchase of OTC Drug with Respect to Gender of the Person187
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Tab.8.57Crosstab to Identify Influence of Family /Friends Recommendation in
Purchase of OTC Drug with Respect to Gender of the Person188
Tab.8.58
Chi square to Measure the Influence of Family /Friends
Recommendation in Purchase of OTC Drug with Respect to Gender of
the Person
188
Tab.8.59Crosstab to Identify Advertisement Effect of Television Influences in
Purchase of OTC Drug with Respect to Gender of the Person189
Tab.8.60Chi square to Measure Advertisement Effect of Television Influences
in Purchase of OTC Drug with Respect to Gender of the Person190
Tab.8.61Crosstab to Identify Advertisement Effect of Chemist Shop Influences
in Purchase of OTC Drug with Respect to Gender of the Person191
Tab.8.62
Chi square to Measure Advertisement Effect of Chemist Shop
Influences in Purchase of OTC Drug with Respect to Gender of the
Person
192
Tab.8.63Crosstab to Identify Overall Health with Respect to Nature of Family of
the Person193
Tab.8.64
Chi square to Measure the Overall Health with Respect to Nature of
Family of the Person193
Tab.8.65
Crosstab to Identify Number of Product Usage with Respect to Nature
of Family of the Person194
Tab.8.66 Chi square to Measure Number of Product Usage with Respect to
Nature of Family of the Person
194
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Tab.8.67Crosstab to Identify Usage of Packaging Labels with Respect to Nature
of Family of the Person195
Tab.8.68Chi square to Measure Usage of Packaging Labels with Respect to
Nature of Family of the Person195
Tab.8.69
Crosstab to Identify Knowledge of Usage of Medicine with Respect to
Nature of Family of the Person196
Tab.8.70Chi square to Measure the Knowledge of Usage of Medicine with
Respect to Nature of Family of the Person196
Tab.8.71Crosstab to Identify Excessive Usage of Medicine with Respect to
Nature of Family of the Person197
Tab.8.72Chi square to Measure Excessive Usage of Medicine with Respect to
Nature of Family of the Person197
Tab.8.73Crosstab to Identify Reason for Excessive Usage of Medicine with
Respect to Nature of Family of the Person198
Tab.8.74Chi square to Measure the Reason for Excessive Usage of Medicine
with Respect to Nature of Family of the Person198
Tab. 8.75Crosstab to Identify Usage of Multidrug with Respect to Nature of
Family of the Person199
Tab.8.76
Chi square to Measure Multidrug Usage of Medicine with Respect to
Nature of Family of the Person199
Tab.8.77Crosstab to Identify the Frequency of Suffering with Cold flu with
Respect to Nature of Family of the Person
200
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Tab.8.78Chi square to Measure the Frequency of Suffering with Cold flu with
Respect to Nature of Family of the Person200
Tab.8.79Crosstab to Identify the Frequency of Suffering from Vitamin with
Respect to Nature of Family of the Person201
Tab.8.80Chi square to Measure the Frequency of Suffering from Vitamin with
Respect to Nature of Family of the Person201
Tab.8.81Crosstab to Identify Influence of Past Experience in Purchase of OTC
Drug with Respect to Nature of Family of the Person202
Tab.8.82Chi square to Measure the Influence of Past Experience in Purchase of
OTC Drug with Respect to Nature of Family of the Person202
Tab.8.83Crosstab to Identify Influence of Advertisement in Purchase of OTC
Drug with Respect to Nature of Family of the Person203
Tab.8.84Chi square to Measure the Influence of Advertisement in Purchase of
OTC Drug with Respect to Nature of Family of the Person204
Tab.8.85Crosstab to Identify Influence of Price in Purchase of OTC Drug with
Respect to Nature of Family of the Person205
Tab.8.86Chi square to Measure the Influence of Price in Purchase of OTC
Drug with Respect to Nature of Family of the Person206
Tab.8.87Crosstab to Identify Influence of Past Experience in Purchase of OTC
Drug with Respect to Nature of Family of the Person207
Tab.8.88Chi square to Measure the Influence of Past Experience in Purchase of
OTC Drug with Respect to Nature of Family of the Person208
Tab.8.89Crosstab to Identify Influence of Family /Friends Recommendation in
209
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 334
Purchase of OTC Drug with Respect to Nature of Family of the Person
Tab.8.90
Chi square to Measure the Influence of Family /Friends
Recommendation in Purchase of OTC Drug with Respect to Nature of
Family of the Person
210
Tab.8.91Crosstab to Identify Advertisement Effect of Television Influences in
Purchase of OTC Drug with Respect to Nature of Family of the Person211
Tab.8.92
Chi square to Measure Advertisement Effect of Television Influences
in Purchase of OTC Drug with Respect to Nature of Family of the
Person
212
Tab.8.93
Crosstab to Identify Past Experience as a Mean of Advice which
Influences in Purchase of OTC Drug with Respect to Nature of Family
of the Person
213
Tab.8.94
Chi square to Measure Past Experience as a Mean of Advice which
Influences in Purchase of OTC Drug with Respect to Nature of Family
of the Person
214
Tab.8.95
Crosstab to Identify Advertisement Chemist Store as a Mean of Advice
which Influences in Purchase of OTC Drug with Respect to Nature of
Family of the Person
215
Tab.8.96 Chi square to Measure Advertisement Chemist Store as a Mean of
Advice which Influences in Purchase of OTC Drug with Respect to
Nature of Family of the Person
216
Tab.8.97Crosstab to Identify Approach to Find Treatment for General Ailment
217
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 335
with Respect to Education of the Person
Tab.8.98
Chi square to Measure to Find Treatment for General Ailment with
Respect to Education of the Person218
Tab.8.99
Crosstab to Identify Number of Product Usage with Respect to
Education of the Person219
Tab.8.10
0
Chi square to Measure Number of Product Usage with Respect to
Education of the Person219
Tab.8.10
1
Crosstab to Identify Usage of Packaging Labels with Respect to
Education of the Person220
Tab.8.10
2
Chi square to Measure Usage of Packaging Labels with Respect to
Education of the Person221
Tab.8.10
3
Crosstab to Identify Knowledge of Usage of Medicine with Respect to
Education of the Person222
Tab.8.10
4
Chi square to Measure the Knowledge of Usage of Medicine with
Respect to Education of the Person223
Tab.8.10
5
Crosstab to Identify Excessive Usage of Medicine with Respect to
Education of the Person224
Tab.8.10 Chi square to Measure Excessive Usage of Medicine with Respect to 225
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 336
6 Education of the Person
Tab.8.10
7
Crosstab to Identify Usage of Multidrug with Respect to Education of
the Person226
Tab.8.10
8
Chi square to Measure Multidrug Usage of Medicine with Respect to
Education of the Person226
Tab.8.10
9
Crosstab to Identify the Frequency of Suffering with Pain with Respect
to Education of the Person227
Tab.8.11
0
Chi square to Measure the Frequency of Suffering with Pain with
Respect to Education of the Person227
Tab.8.11
1
Crosstab to Identify the Frequency of Suffering with Cold flu with
Respect to Education of the Person228
Tab.8.11
2
Chi square to Measure the Frequency of Suffering with Cold flu with
Respect to Education of the Person228
Tab.8.11
3
Crosstab to Identify the Frequency of Suffering from Skin Disorder
with Respect to Education of the Person229
Tab.8.11
4
Chi square to Measure the Frequency of Suffering from Skin Disorder
with Respect to Education of the Person229
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 337
Tab.8.11
5
Crosstab to Identify Influence of Past Experience in Purchase of OTC
Drug with Respect to Education of the Person230
Tab.8.11
6
Chi square to Measure the Influence of Past Experience in Purchase of
OTC Drug with Respect to Education of the Person230
Tab.8.11
7
Crosstab to Identify Influence of Advertisement in Purchase of OTC
Drug with Respect to Education of the Person231
Tab.8.11
8
Chi square to Measure the Influence of Advertisement in Purchase of
OTC Drug with Respect to Education of the Person232
Tab.8.11
9
Crosstab to Identify Influence of Saving the Cost to Visit Doctor in
Purchase of OTC Drug with Respect to Education of the Person233
Tab.8.12
0
Chi square to Measure the Influence of Saving the Cost to Visit Doctor
in Purchase of OTC Drug with Respect to Education of the Person234
Tab.8.12
1
Crosstab to Identify Influence of Price in Purchase of OTC Drug with
Respect to Education of the Person235
Tab.8.12
2
Chi square to Measure the Influence of Price in Purchase of OTC
Drug with Respect to Education of the Person236
Tab.8.12
3
Crosstab to Identify Influence of Promotion in Purchase of OTC Drug
with Respect to Education of the Person237
Tab.8.12 Chi square to Measure the Influence of Promotion in Purchase of OTC
Drug with Respect to Education of the Person
238
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 338
4
Tab.8.12
5
Crosstab to Identify Influence of Advertisement in Purchase of OTC
Drug with Respect to Education of the Person239
Tab.8.12
6
Chi square to Measure the Influence of Advertisement in Purchase of
OTC Drug with Respect to Education of the Person240
Tab.8.12
7
Crosstab to Identify Influence of Past Experience in Purchase of OTC
Drug with Respect to Education of the Person241
Tab.8.12
8
Chi square to Measure the Influence of Past Experience in Purchase of
OTC Drug with Respect to Education of the Person242
Tab.8.12
9
Crosstab to Identify Influence of Family /Friends Recommendation in
Purchase of OTC Drug with Respect to Education of the Person243
Tab.8.13
0
Chi square to Measure the Influence of Family /Friends
Recommendation in Purchase of OTC Drug with Respect to Education
of the Person
244
Tab.8.13
1
Crosstab to Identify Advertisement Effect of Newspaper Influences in
Purchase of OTC Drug with Respect to Education of the Person245
Tab.8.13
2
Chi square to Measure Advertisement Effect of Newspaper Influences
in Purchase of OTC Drug with Respect to Education of the Person246
Tab.8.13 Crosstab to Identify Advertisement Effect of Magazine Influences in
Purchase of OTC Drug with Respect to Education of the Person
247
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 339
3
Tab.8.13
4
Chi square to Measure Advertisement Effect of Magazine Influences in
Purchase of OTC Drug with Respect to Education of the Person248
Tab.8.13
5
Crosstab to Identify Advertisement Effect of Chemist shop Influences
in Purchase of OTC Drug with Respect to Education of the Person249
Tab.8.13
6
Chi square to Measure Advertisement Effect of Chemist Shop
Influences in Purchase of OTC Drug with Respect to Education of the
Person
250
Tab.8.13
7
Crosstab to Identify Overall Health with Respect to Occupation of the
Person251
Tab.8.13
8
Chi square to Measure the Overall Health with Respect to Occupation
of the Person251
Tab.8.13
9
Crosstab to Identify Knowledge of Usage of Medicine with Respect to
Occupation of the Person252
Tab.8.14
0
Chi square to Measure the Knowledge of Usage of Medicine with
Respect to Occupation of the Person253
Tab.8.14
1
Crosstab to Identify Excessive Usage of Medicine with Respect to
Occupation of the Person254
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 340
Tab.8.14
2
Chi square to Measure Excessive Usage of Medicine with Respect to
Occupation of the Person254
Tab.8.14
3
Crosstab to Identify the Reason for Excessive Usage of Medicine with
Respect to Occupation of the Person255
Tab.8.14
4
Chi square to Measure the Reason for Excessive Usage of Medicine
with Respect to Occupation of the Person255
Tab.8.14
5
Crosstab to Identify the Frequency of Suffering with Acidity with
Respect to Occupation of the Person256
Tab.8.14
6
Chi square to Measure the Frequency of Suffering with Acidity with
Respect to Occupation of the Person257
Tab.8.14
7
Crosstab to Identify the Frequency of Suffering of Vitamin with
Respect to Occupation of the Person258
Tab.8.14
8
Chi square to Measure the Frequency of Usage of Vitamin with
Respect to Occupation of the Person259
Tab.8.14
9
Crosstab to Identify Influence of Availability of Time to Visit Doctor in
Purchase of OTC Drug with Respect to Occupation of the Person260
Tab.8.15
0
Chi square to Measure the Influence of Availability of Time to Visit in
Purchase of OTC Drug with Respect to Occupation of the Person
260
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 341
Tab.8.15
1
Crosstab to Identify Influence of Past Experience in Purchase of OTC
Drug with Respect to Occupation of the Person261
Tab.8.15
2
Chi square to Measure the Influence of Past Experience in Purchase of
OTC Drug with Respect to Occupation of the Person262
Tab.8.15
3
Crosstab to Identify Excessive Usage of Medicine with Respect to
Marital Status of the Person263
Tab.8.15
4
Chi square to Measure Excessive Usage of Medicine with Respect to
Marital Status of the Person263
Tab.8.15
5
Crosstab to Identify the Frequency of Suffering with Cold flu with
Respect to Marital Status of the Person264
Tab.8.15
6
Chi square to Measure the Frequency of Suffering with Cold flu with
Respect to Marital Status of the Person265
Tab.8.15
7
Crosstab to Identify the Frequency of Suffering from Acidity with
Respect to Marital Status of the Person266
Tab.8.15
8
Chi square to Measure the Frequency of Suffering from Acidity with
Respect to Marital Status of the Person267
Tab.8.15
9
Crosstab to Identify the Frequency of Usage of Vitamin with Respect to
Marital Status of the Person268
Tab.8.16
0
Chi square to Measure the Frequency of Usage of Vitamin with
Respect to Marital Status of the Person269
Tab.8.16
1
Crosstab to Identify Influence of Advertisement in Purchase of OTC
Drug with Respect to Marital Status of the Person270
Tab.8.16 Chi square to Measure the Influence of Advertisement in Purchase of 270
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 342
2 OTC Drug with Respect to Marital Status of the Person
Tab.8.16
3
Indicates the Descriptive Analysis of Important Parameter to Purchase
an OTC Product271
Tab.8.16
4
ANOVA to Measure the Difference amongst the Parameter to Purchase
an OTC Drug272
Tab.8.16
5
Tukey to identify the Most Important Parameter to Purchase an OTC
Drug273
Tab.8.16
6
Indicates the Descriptive Analysis of Important Parameter that
Influence the Consumer to Purchase OTC Medicine on their Own274
Tab.8.16
7
ANOVA to Measure the Difference amongst the Parameter to that
Influence the Consumer to Purchase OTC Medicine on their Own275
Tab.8.16
8
Tukey to Identify the Most Important Parameter that Influence the
Consumer to Purchase OTC Medicine on their Own276
Tab.8.16
9
Indicates the Descriptive Analysis of Different Types of Mediums of
Advertisement used to Promote an OTC Product277
Tab.8.17
0
ANOVA to Measure the Difference Between the Different Medium of
Advertisement which Leads to Use or Recommendation of an OTC
Product
278
Tab.8.17
1
Tukey to Identify the Most Important Medium of Advertisement which
leads the Consumer to Use or Recommendation of an OTC Product279
Tab.8.17
2
Descriptive Statistics with Dependent Variable Brand Name 280
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 343
Tab.8.17
3Two Way ANOVA with Dependent Variable Brand Name 281
Tab.8.17
4Descriptive Statistics with Dependent Variable Price 282
Tab.8.17
5Two Way ANOVA with Dependent Variable Price 283
Tab.8.17
6Descriptive Statistics with Dependent Variable Promotion 284
Tab.8.17
7Two Way ANOVA with Dependent Variable Promotion 285
Tab.8.17
8Descriptive Statistics with Dependent Variable Advertisement 286
Tab.8.17
9Two Way ANOVA with Dependent Variable Advertisement 287
Tab.8.18
0
Descriptive Statistics with Dependent Variable Physician
Recommendation288
Tab.8.18
1
Two Way ANOVA with Dependent Variable Physician
Recommendation289
Tab.8.18
2Descriptive Statistics with Dependent Variable Past Experience 290
Tab.8.18
3Two Way ANOVA with Dependent Variable Past Experience 291
Tab.8.18 Descriptive Statistics with Dependent Variable Pharmacist 292
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 344
4 Recommendation
Tab.8.18
5Two way ANOVA with Dependent Variable Price 293
Tab.8.18
6
Descriptive Statistics with Dependent Variable Family/Friends
Recommendation294
Tab.8.18
7Two Way ANOVA with Dependent Variable Past Experience 295
Rehan Faquih Rizvi Institute of Management Studies & Research
Usage & Attitude of Consumers towards Pharmaceutical OTC Products 345
BIBLIOGRAPHY
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Saurabh kumar Saxena (2008), A Review of Marketing Strategies Work by Different
Pharmaceutical Companies, available at changing%20playfield-06 saurabh%20kumar
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Organization of Pharmaceutical Producers of India (OPPI) (May2011), OTC profile
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2011
Pharmaceuticals Export Promotion Council (Set up by Ministry of Commerce &
Industry, Govt., of India) , India's Export of Drugs, Pharmaceuticals and Fine Chemicals
for Financial Year 2008-09, Retrieved from
http://pharmexcil.org/uploadfile/ufiles/645714078_IndiaExportDrPhaFineFY2009.pdf
accessed on March 2011
Dr Hughes (2004), Perception for OTC Products Societal Perspectives on Over-The-
Counter (OTC) Medicines, Oxford journal, Medicine, Family practice ,Vol. 22,Issue
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Usage & Attitude of Consumers towards Pharmaceutical OTC Products 346
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Rehan Faquih Rizvi Institute of Management Studies & Research
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