This research evaluate the knowledge of Consumers (Patients), Retailers (Pharmacists) and Pradhana Manthri Jan Aushadi Kendra towards Generic and Branded medicines and compare awareness among consumers, retailers and Jan Aushadi Kendras regarding Generic medicines

1. FINAL PROJECT
PRESENTATION
Group Project Work
Pharma Business Management
By Shashank k S

2. 2
PROJECT DETAILS
TITLE OF THE PROJECT:
“CONSUMER’S PREFERENCE TOWARDS DRUGS - GENERIC V/S BRANDED DRUGS - A
CROSS SECTIONAL STUDY”
MENTOR:
Mr. Tanmoy Gosh
Assistant Professor, Pharma Management
Faculty of Pharmacy, RUAS
PLACE OF WORK:
Bengaluru, Karnataka

3. 3
INTRODUCTION
“A Generic drug is identical or bio-equivalent to a brand-name drug in dosage form, safety,
strength, route of administration, quality, performance characteristics and intended use.”
Generic drugs contain the same active ingredients, in the very same strength, as brand-name
drugs. When a new drug is discovered, the company that discovered it would apply for patency to
prevent other companies from producing and selling the drug
This patency may take up to 20 years and during this period, the company will produce and sell
the drug under a brand name to recover its investment and make a profit
With time, this name becomes synonymous with the drug. But after the patency expires, other
companies are allowed to produce a similar drug. It is what gave rise to brand and generic name
in drugs

4. 4
Difference Between Generic and
Branded Medicines

5. 5
NEED FOR THE STUDY
Despite increment in government’s health budget over the past few years, there has been no
relief on sharply rising medical costs in the country. Despite considerable growth in the
pharmaceutical sector, availability and affordability of essential medicines continue to be an
essential issue for the healthcare providers in India
There is a long debate continuing regarding the effectiveness of generic medicines despite the
government has taken initiatives for promoting generic medicines. It is time to examine the
perception of such good initiatives taken by the government of India
This is very pertinent in tandem with government’s initiative to evaluate the patient’s perception
level regarding generic medicines vs branded medicines

6. 6
AIM AND OBJECTIVES
TITLE:
“CONSUMER’S PREFERENCE TOWARDS DRUGS - GENERIC V/S BRANDED DRUGS - A CROSS SECTIONAL STUDY”
AIM:
To evaluate the perception’s of consumer’s towards generic versus branded medicines
OBJECTIVES:
To evaluate the knowledge of Consumers (Patients), Retailers (Pharmacists) and Pradhana Manthri Jan
Aushadi Kendra towards Generic and Branded medicines
To compare awareness among consumers, retailers and jan aushadi kendras regarding Generic medicines

7. 7
METHODS AND METHODOLOGY
A Cross Sectional - Questionnaire Based Survey
Our objective is to evaluate the Consumer’s, Retailer’s and Pradhan Mantri Bhartiya Jan Aushadi Kendra
perception about generic and branded medicines
It is a Cross Sectional - Questionnaire based Survey and the study duration is One months. The study is
conducted in New BEL Road, Bengaluru with a sample size of 208 consumers, 65 retailers and 15 jan aushadi
kendras
The patients, retailers and jan aushadi kendras were evaluated with a simple questionnaire about their
perception about generic and branded medicines. Besides demographic data, it included questions
addressing knowledge (difference between generic and branded medicines), attitude (attitude for buying
generic medicines over branded medicines) and practice of taking generic medicines (asking doctor or
pharmacist to prescribe generic medicines etc)

8. PROBLEM SOLVING
Three sets of questionnaires were prepared individually for Consumers, Retailers and Jan Aushadi
Kendras and the relevant information was collected and analyzed.
8

9. OUTCOMES-PATIENTS
Do you know about Generic Medicine ?
Row Labels Sum of Respondents
Yes 162
No 16
Heard of 30
Grand Total 208
Yes
78%
No
8%
Heard of
14%
% of consumers know about
Generic Medicine
Yes
No
Heard of
Do you know the difference between Generic and
Branded Medicines ?
Row Labels Sum of Respondents
Yes 149
No 22
Not Sure 37
Grand Total 208
Yes
72%
No
10%
Not Sure
18%
% of consumers know the
difference between Generic and
Branded Medicines
Yes
No
Not Sure
9

10. Do you think there is a difference in the quality
of Generic and Branded medicines ?
Row Labels
Sum of
Responden
ts
Yes 98
No 53
Not Sure 57
Grand Total 208
Yes
47%
No
26%
Not Sure
27%
% of consumers think there is a
difference in the quality of Generic
and Branded medicines
Yes
No
Not Sure
Row Labels
Sum of
Respondents
Generic medicines have better quality
compared to Branded medicines
26
Branded medicines have better quality
compared to Generic medicines
52
Generic medicines have similar quality as
that of branded medicines
75
Unanswered 55
Grand Total 208
13%
25%
36%
26%
% of consumers believe the quality of the
medicines
Generic medicines have better
quality compared to Branded
medicines
Branded medicines have better
quality compared to Generic
medicines
Generic medicines have similar
quality as that of branded
medicines
Unanswered
10

11. Do you think there is a price difference between
Generic and Branded medicines ?
Row Labels Sum of Respondents
Yes 185
No 6
Not Sure 17
Grand Total 208
Yes
89%
No
3%
Not Sure
8%
% of consumers think there is a price
difference between Generic and
Branded medicines
Yes
No
Not Sure
Branded
medicines have
Higher prices
than Generic
medicines
Generic medicines
have Higher price
than Branded
medicines
Generic and
Branded
medicines have
the Same price
Unanswered
0.846 0.053 0.043 0.058
85%
5%
4% 6%
% of consumers think theprice difference
between Generic and Branded medicines
Branded medicines have Higher prices
than Generic medicines
Generic medicines have Higher price
than Branded medicines
Generic and Branded medicines have
the Same price
Unanswered
11

12. Do you know about PRADHANA MANTHRI JAN
AUSHADI KENDRA Stores ?
Row Labels Sum of Respondents
Yes 158
No 40
Maybe 10
Grand Total 208
Yes
76%
No
19%
Maybe
5%
% of consumers know about
PRADHANA MANTHRI JAN
AUSHADI KENDRA Stores
Yes
No
Maybe
Do you prefer buying Generic over Branded
medicines for Over The Counter (OTC) medicines?
Row Labels Sum of Respondents
Yes 105
No 37
Maybe 66
Grand Total 208
Yes
50%
No
18%
Maybe
32%
% of consumers prefer buying
Generic over Branded medicines for
Over The Counter (OTC) medicines
Yes
No
Maybe
12

13. Do you purchase the medicine with regards to its
PRICE ?
Row Labels Sum of Respondents
Yes 60
No 80
Sometimes 68
Grand Total 208
Yes
29%
No
38%
Sometimes
33%
% of consumers prefer to purchase the
medicine with regards to its PRICE
Yes
No
Sometimes
Row Labels Sum of Respondents
I will go with High Priced medicine 17
I will go with Low Priced medicine 85
Unanswered 106
Grand Total 208
I will go with High
Priced medicine
8%
I will go with Low
Priced medicine
41%
Unanswered
51%
% of consumers prefer to purchase the
medicine with regards to its PRICE
I will go with High Priced medicine
I will go with Low Priced medicine
Unanswered
13

14. Do you ask your Pharmacist in retail shop to substitute
Branded medicines with Generic medicine ?
Row Labels Sum of Respondents
Yes 60
No 64
Sometimes 84
Grand Total 208
Yes
29%
No
31%
Sometimes
40%
% of consumers ask Pharmacist in
retail shop to substitute Branded
medicines with Generic medicine
Yes
No
Sometimes
Do you think, Branded medicines are more available in
Pharmacies over Generic medicines ?
Row Labels Sum of Respondents
Yes 143
No 17
Maybe 48
Grand Total 208
Yes
69%
No
8%
Maybe
23%
% of consumers think Branded medicines are
more available in Pharmacies over Generic
medicines
Yes
No
Maybe
14

15. Which type of medicine do you choose for Over
The Counter (OTC) purchase ?
Row Labels Sum of Respondents
Generic medicine 50
Branded medicine 31
Both 62
As decided by the Pharmacist 65
Grand Total 208
Generic
medicine
24%
Branded
medicine
15%
Both
30%
As decided by
the
Pharmacist
31%
% of consumers prefer the type of
medicine Over The Counter (OTC)
purchase
Generic medicine
Branded medicine
Both
As decided by the
Pharmacist
Do you purchase the medicine with
regards to its PRICE ?
Row Labels
Sum of
Respondents
Yes 60
No 80
Sometimes 68
Grand Total 208
Yes
29%
No
38%
Sometimes
33%
% of consumers prefer to
purchase the medicine with
regards to its PRICE
Yes
No
Sometimes
Do you purchase the medicine with regards to
its PRICE ?
Row Labels
Sum of
Respondents
I will go with High Priced
medicine
17
I will go with Low Priced
medicine
85
Unanswered 106
Grand Total 208
I will go
with High
Priced
medicine
8%
I will go
with Low
Priced
medicine
40%
Unanswere
d
52%
% of consumers prefer to purchase
the medicine with regards to its
PRICE
I will go with High
Priced medicine
I will go with Low
Priced medicine
Unanswered
15

16. Do long term usage of medication affect your
choice of medication type ?
Row Labels Sum of Respondents
Yes 27
No 18
Go by Doctor's prescription 120
Go by Pharmacist's choice 3
Sometimes 40
Grand Total 208
Yes
13% No
9%
Sometimes
19%
Go by Doctor's
prescription
58%
Go by
Pharmacist's
choice
1%
% of consumers believe long term usage
of medication affect your choice of
medication type
Yes
No
Sometimes
Go by Doctor's prescription
Go by Pharmacist's choice
According to you, which type of medicines
does your Doctor prefer to prescribe you ?
Row Labels
Sum of
Respondents
Generic Medicine 15
Branded Medicine 95
Both are written on
prescription
68
Don't Know 30
Grand Total 208
Generic medicine
7%
Branded medicine
46%
Both are written
on prescription
33%
Don't Know
14%
% of consumers believe, the type of
medicines their Doctor prefer to prescribe
Generic medicine
Branded medicine
Both are written on prescription
Don't Know
16

17. Do you feel, Doctors are more biased
towards Branded medicines ?
Row Labels Sum of Respondents
Yes, always 96
No 20
Sometimes 53
Not sure 39
Grand Total 208
Yes, always
46%
No
10%
Sometimes
25%
Not sure
19%
% of consumers believe Doctors are
more biased towards Branded medicines
Yes, always
No
Sometimes
Not sure
What type of Medicines have you been
prescribed the MOST in the past ?
Row Labels Sum of Respondents
Generic Medicine 31
Branded Medicine 134
Don't Know 43
Grand Total 208
Generic medicine
15%
Branded
medicine
64%
Don't Know
21%
% of consmers believe the type of
Medicines they been prescribed the
MOST in the past
Generic medicine
Branded medicine
Don't Know
17

18. Which type of medicines do Chemist
prefer to sell you ?
Row Labels Sum of Respondents
Generic Medicine 35
Branded Medicine 93
Never asked 80
Grand Total 208
Generic
medicine
17%
Branded
medicine
45%
Never asked
38%
% of consumers believe the type of
medicines do Chemist prefer to sell
Generic medicine
Branded medicine
Never asked
Which type of medicines does the
Indian Government promote ?
Row Labels Sum of Respondents
Generic Medicine 118
Branded Medicine 22
Don't Know 68
Grand Total 208
Generic
medicine
57%
Branded
medicine
10%
Don't Know
33%
% of consumers believe the type of
medicines the Indian Government is
promoting
Generic medicine
Branded medicine
Don't Know
Are you AWARE of any Government
guidelines regarding Generic or
Branded Medicines ?
Row Labels Sum of Respondents
Yes 49
No 159
Grand Total 208
Yes
24%
No
76%
% of consumers AWARE of
any Government
guidelines regarding
Generic or Branded…
Yes
No
18

19. Which type of Medicine Name must be
written on the patient prescription as
per the Government guidelines in
Hospitals ?
Row Labels Sum of Respondents
Generic Name 99
Brand Name 16
Both 93
Grand Total 208
Generic Name
47%
Brand Name
8%
Both
45%
% of consumers believe the type of Medicine Name
must be written on the patient prescription as per
the Government guidelines in Hospitals
Generic Name
Brand Name
Both
Which type of medicines, do you consider
to be promoted the MOST, taking into
consideration of Poverty, Population and
Healthcare needs of citizens in INDIA ?
Row Labels Sum of Respondents
Generic Medicine 121
Branded Medicine 16
Both 48
Don't know 23
Grand Total 208
Generic Medicine
58%
Branded Medicine
8%
Both
23%
Don't Know
11%
% of consumers believe the type of medicines, to be
promoted the MOST, taking into consideration of
Poverty, Population and Healthcare needs of citizens in
INDIA
Generic Medicine
Branded Medicine
Both
Don't Know
19

20. OUTCOMES- RETAILERS
Do you know that there is a price difference
between Generic and Branded medicine ?
Row Labels Sum of Respondents
Yes 64
No 1
Grand Total 65
Yes
96%
No
4%
% of retailers know that there is a price
difference between Generic and
Branded medicine
Yes
No
Do you think there is a difference in the
Quality of Generic and Branded medicines ?
Row Labels Sum of Respondents
Yes 46
No 19
Grand Total 65
Yes
71%
No
29%
% of retailers thought that there is
difference in the Quality of Generic and
Branded medicines
Yes
No
20

21. Do you know about PRADHANA MANTHRI JAN
AUSHADI KENDRA Stores ?
Row Labels Sum of Respondents
Yes 54
No 7
Heard Of 4
Grand Total 65
YES
83%
NO
11%
HEARD OF
6%
% of retailers know about "PRADHANA
MANTHRI JAN AUSHADI KENDRA" Stores
YES
NO
HEARD OF
Do you prefer selling Generic over
Branded medicines ?
Row Labels Sum of Respondents
Yes 39
No 19
Maybe 7
Grand Total 65
YES
60%
NO
29%
Maybe
11%
% of retailers prefer selling Generic over
Branded medicines
YES
NO
Maybe
21

22. Which type of medicine do you choose for Over The
Counter (OTC) Sale ?
Row Labels
Sum of
Respondents
Generic medicine 22
Branded medicine 10
Both 28
Depends on the economic condition of
the patients
5
Grand Total 65
Generic medicine
34%
Branded medicine
15%
Both
43%
Depends on the
economic condition
of the patients
8%
% of retailers choose medicine for Over The
Counter (OTC) Sale
Generic medicine
Branded medicine
Both
Depends on the economic condition of
the patients
Do you believe Branded medicines
have less side effects than Generic
medicines?
Row Labels
Sum of
Respondents
No 32
Not Sure 10
Yes 23
Grand Total 65
YES
36%
NO
49%
Not Sure
15%
% of retailers believe Branded medicines
have less side effects than Generic
medicines
YES
NO
Not Sure
22

23. Which type of Medicine do you prefer
to have Stock in most of the time ?
Row Labels
Sum of
Respondents
Generic medicine 3
Branded Medicine 18
Both 30
Depends on Doctors in
vicinity
14
Grand Total 65
Generic medicine
5%
Branded medicine
28%
Both
46%
Depends on
Doctors in vicinity
21%
% of retailers prefer to have Stock in most of
the time
Generic medicine
Branded medicine
Both
Depends on Doctors in vicinity
Do you substitute Generic medicines over Branded
medicines ?
Row Labels
Sum of
Respondents
Yes 22
No 22
Sometimes, because of the economic condition
of the patients
21
Grand Total 65
YES
34%
NO
34%
Sometimes,
because of the
economic
condition of the
patients
32%
% of retailers substitute Generic medicines
over Branded medicines
YES
NO
Sometimes, because of the
economic condition of the patients
23

24. Do you get prescriptions having both
Branded and Generic name of the drug
?
Row Labels
Sum of
Respondents
Yes 21
No 27
From one Doctor 4
From two or more
Doctors
13
Grand Total 65
YES
32%
NO
42%
From one Doctor
6%
From two or
more Doctors
20%
% of retailers get prescriptions having
both Branded and Generic name of the
drug
YES
NO
From one Doctor
From two or more Doctors
Does the variety in Generic
medicines exceed the variety of
Branded medicines ?
Row Labels
Sum of
Respondents
Don't Know 21
No 30
Yes 14
Grand Total 65
YES
22%
NO
46%
Don't Know
32%
% of retailers believe the variety in Generic
medicines exceed the variety of Branded
medicines
YES
NO
Don't Know
24

25. Do you think packaging of Branded
Medicines are more better than Generic
medicines?
Row Labels Sum of Respondents
Yes 52
No 12
Don't Know 1
Grand Total 65
YES
80%
NO
18%
Don't Know
2%
% of retailers believe that packaging of
Branded Medicines are more better than
Generic medicines
YES
NO
Don't Know
Do you think price has an effect on the choice
of consumer between Branded and Generic
medicines ?
Row Labels Sum of Respondents
Yes 51
No 7
Maybe 7
Grand Total 65
YES
78%
NO
11%
Maybe
11%
% of retailers believe that price has an
effect on the choice of consumer between
Branded and Generic medicines
YES
NO
Maybe
25

26. Do you think Patients trust Prescribed
Brands more than Pharmacist's
suggestions of Generic substitution of
the same molecule ?
Row Labels Sum of Respondents
Yes 42
No 2
Sometimes 21
Grand Total 65
YES
65%
NO
3%
Sometimes
32%
% of retailers believe that patients trust
prescribed brands more than
pharmacist's suggestions of generic
substitution of the same molecule
YES
NO
Sometimes
Which type of medicines, do you consider to be
promoted, taking into consideration of Level of
poverty, Healthcare needs etc. in INDIA ?
Row Labels Sum of Respondents
Generic Medicine 32
Branded Medicine 7
Both 26
Grand Total 65
Generic Medicine
49%
Branded Medicine
11%
Both
40%
% of retailers consider to be promoted,
taking into consideration of Level of poverty,
Healthcare needs etc. in INDIA
Generic Medicine
Branded Medicine
Both
26

27. Which type of medicines does the
Indian Government promote ?
Row Labels Sum of Respondents
Generic Medicine 42
Branded Medicine 1
Both 19
Don't Know 3
Grand Total 65
Generic Medicine
65%
Branded Medicine
1%
Both
29%
Don't Know
5%
% of retailers believe that the type of
medicines does the Indian government
promoting
Generic Medicine
Branded Medicine
Both
Don't Know
Are you AWARE of any Government
guidelines regarding Prescription or
Dispensing of Generic medicines ?
Row Labels Sum of Respondents
Yes 24
No 30
Not sure 11
Grand Total 65
Yes
37%
No
46%
Not Sure
17%
% of retailers AWARE of any Government
guidelines regarding Prescription or
Dispensing of Generic medicines
Yes
No
Not Sure
27

28. Which type of medicine name, preferably
should be written on the prescription as
per the Government guidelines ?
Row Labels Sum of Respondents
Generic Name 11
Brand Name 9
Both 45
Grand Total 65
Generic Medicine
17%
Branded
Medicine
14%
Both
69%
medicine name, preferably should be
written on the prescription as per the
Government guidelines according to
retailers
Generic Medicine
Branded Medicine
Both
Do you find PRADHANA MANTHRI JANA
AUSHADI KENDRA as your competition in
the long run ?
Row Labels Sum of Respondents
Yes 27
No 10
Not Sure 22
Never 6
Grand Total 65
Yes
42%
No
15%
Not Sure
34%
Never
9%
% of retailer believe, PRADHANA MANTHRI
JANA AUSHADI KENDRA as their competition
in the long run
Yes
No
Not Sure
Never
28

29. OUTCOMES- JAN AUSHADI KEDRAS
Do you know that there is price difference
between Generic and Branded Medicines ?
Row Labels Sum of Respondents
Yes 14
No 1
Grand Total 15
93%
7%
% pharmacist in Jan Aushadhi Kendra
know that there is price difference
between Generic and Branded
Medicines
Yes
No
According to you, what are the sources of
information about Jan Aushadi Kendra ?
Row Labels
Sum of
Respondents
Advertisement by
Government
8
Word of mouth 5
Others 2
Grand Total 15
Advertisement by
Government
54%
Word of mouth
33%
Others
13%
% of pharmacist in Jan Aushadhi Kendra believe
the sources of information about Jan Aushadhi
Kendra are
Advertisement by Government
Word of mouth
Others
29

30. Are doctors in your vicinity know
about your Jan Aushadi Kendra ?
Row Labels Sum of Respondents
Yes 7
No 3
Not Sure 5
Grand Total 15
Yes
47%
No
20%
Not Sure
33%
% of phamacist in Jan Aushadhi
kendra believe that doctors in
their vicinity know about Jan
Aushadi Kendra
Yes
No
Not Sure
Do you feel, the marketing strategies of
Pharmaceutical companies adversely affect the
Sales of Jan Aushadi medicines?
Row Labels Sum of Respondents
Yes 11
No 4
Grand Total 15
Yes
73%
No
27%
% of pharmacist in Jan Aushadhi Kendra
believe the marketing strategies of
Pharmaceutical companies adversely
affect the Sales of Jan Aushadi medicines
Yes
No
What is the Average sales of OTC products
per day ?
Row Labels Sum of Respondents
Less than 20 units 3
Between 20 - 40 units 6
More than 40 units 2
Variable 4
Grand Total 15
Less than 20
units
24%
Between 20
- 40 units
47%
More than
40 units
16%
Variable
13%
% of pharmacist in Jan
Aushadhi Kendra believe
Average sales of OTC products
per day
Less than 20 units
Between 20 - 40 units
More than 40 units
Variable
30

31. What is the Frequency of prescriptions in
your Jan Aushadi Kendra per day ?
Row Labels Sum of Respondents
5 to 10 4
10 to 15 6
15 to 20 3
More than 20 2
Grand Total 15
5 to 10
27%
10 to 15
40%
15 to 20
20%
More than 20
13%
% of phamacist in Jan Aushadhi Kendra believe
the frequency of prescriptions thet they get in
Jan Aushadi Kendra per day
5 to 10
10 to 15
15 to 20
More than 20
Based on the prescriptions you get, which type of
medicines are prescribed the MOST in your vicinity ?
Row Labels
Sum of
Respondents
Generic Medicines 3
Branded Medicines 5
Both 2
Branded which you substitute with
Generic
5
Grand Total 15
Generic Medicines
20%
Branded Medicines
34%
Both
13%
Branded which you
substitute with
Generic
33%
% of phamacist in Jan Aushadhi kendra believe, Based on
the prescriptions they get, type of medicines are
prescribed the MOST in their vicinity
Generic Medicines
Branded Medicines
Both
Branded which you substitute with
Generic
31

32. Are you getting Doctor's prescriptions
with Generic name of the molecules ?
Row Labels Sum of Respondents
Yes 2
No 5
Sometimes 7
Rarely 1
Grand Total 15
Yes
13%
No
33%
Sometimes
47%
Rarely
7%
% of phamacist in Jan Aushadhi Kendra
getting Doctor's prescriptions with
Generic name of the molecules
Yes
No
Sometimes
Rarely
Do you feel the prices of medicines in
Jan Aushadi Kendra are,
Row Labels Sum of Respondents
Under Priced 4
Fairly Priced 9
Over Priced 1
Don't Know 1
Grand Total 15
Under Priced
27%
Fairly Priced
60%
Over Priced
6%
Don't Know
7%
% of pharmacist in Jan Aushadhi Kendra feel the
prices of medicines in Jan Aushadi Kendra are
Under Priced
Fairly Priced
Over Priced
Don't Know
32

33. What do you feel about the Quality of the
medicines in Jan Aushadi Kendra ?
Row Labels Sum of Respondents
Good Quality 12
Fair Quality 3
Grand Total 15
Good Quality
80%
Fair Quality
20%
Poor Quality
0%
% of pharmacist in Jan Aushadhi Kendra feel
about the Quality of the medicines
Good Quality
Fair Quality
Poor Quality
Are you getting medicines on time from Jan
Aushadi Distribution networks ?
Row Labels Sum of Respondents
Yes 8
No 3
Not Always 4
Grand Total 15
Yes
53%
No
20%
Not Always
27%
% phramacist in Jan Aushadhi Kendra believe that
they getting medicines on time from Distribution
networks
Yes
No
Not Always
33

34. 34
DISCUSSION
This one month study is Cross sectional in nature. It was carried out among consumers, retailers and jan aushadi kendras,
using questionnaire based survey.
Consumer Questionnaire Data Analysis
In our study 78% of consumers knew about generic medicines, 72% knew about the difference of generic and branded
medicines, 13% think that the generic medicines had better quality than that of branded medicines and 36% think both has
same quality, 85% think that branded medicines are more costly than generic medicines, 76% knew about Jan Aushadi
Kendras, 50% preferred buying generic over branded medicines for OTC purchase, 29% ask pharmacists in retail shops to
substitute branded medicines with generic medicines, 24% prefer generic medicines for OTC purchase, 7% think doctors likes
to prescribe generic medicines, 15% feel that they have been mostly prescribed generic medicines in the past, 17% feel that
chemists prefer selling them generic medicines, 24% are aware of government guidelines regarding generic and branded
medicines, 47% think that generic name of molecule has to be written on prescriptions in hospitals, 58% support generic
medicine promotion in India.

35. 35
DISCUSSION Cont...
Retailer Questionnaire Data Analysis
96% of retailers knew that there is price difference between generic and branded medicines, 93% of retailers
think that branded medicines have better quality than generic medicines, 83% of them knew about Jan
Aushadi Kendras, 60% prefer selling generic over branded medicines, 34% choose generic medicines for OTC
sales, 36% believe branded medicines have less side effects than generic medicines, 5% prefer to have generic
medicines stock at most of time, 34% substitute generic medicines over branded medicines, 32% retailers get
prescriptions having both generic and brand name of the molecule, 32% believe that generic variety exceeds
the brand variety of a drug, 80% believes that branded medicines have better packaging than generic
medicines, 49% of retailers consider generic medicines to be promoted, 37% are aware of government
guidelines regarding generic and branded medicines, 17% prefer generic names on prescriptions, 72% of
retailers believe Pradhan Mantri Jan Aushadi Kendra as competition in long run.

36. 36
DISCUSSION Cont...
Jan Aushadi Kendra Questionnaire Data Analysis
93% of chemists in PMBJAK believe that there is price difference between generic and branded medicines, 54%
believe that advertisement by government is the source of information about PMBJAK, 34% believe that
branded medicines are prescribed the most in their vicinity through the prescriptions they get, 13% get
prescriptions with generic names, 60% think that the medicines in PMBJAK are fairly priced, 80% believe that
medicines at PMBJAK are of good quality, 47% believe that consumers are satisfied at jan aushadi kendras, 33%
strongly agree that awareness regarding the JAN AUSHADI KENDRA should be encouraged more among both
Doctors and Consumers.

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CONCLUSION
The main reason for most of the participants to prefer branded medicines over generic medicines is the
insufficient information, knowledge, education they have towards drugs. The core factors forming consumer’s
opinion and expectations for generic medicines are medical professional’s recommendations and previous
experience. The main advantage of generic medicines according to the participants in the study are the lower
price. Retailers are found to be influenced by doctor’s recommendation and benefits of drug companies. The
results raise the issue of the awareness and knowledge about generic medicines, Pradhana Manthri Bharthiya
Jan Aushadi Kendra and the rational drug use in the general population.

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LIMITATIONS
Difficulties in obtaining data from the respondents as they were very conscious and hesitant to share
information
The in-depth study could not be done due to shortage of time and sensitivity of the topic
The sample size was restricted
The study was limited to the geographical area of Bengaluru
The data collected is based on the inputs given by the respondent and it could be biased
The questionnaire method of collecting data might not be the best form of data collection due to the
sensitivity of the study
This study can be extended to inpatients at hospitals and also hospital pharmacies
Detailed studies can be done individually on consumers, retailers and jan aushadi kendras for various factors
affecting their drug choice

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