Download impact of advertising on customer purchase

IMPACT OF ADVERTISING ON CUSTOMER PURCHASE
BEHAVIOUR IN PHARMACEUTICALS
THESIS
SUBMITTED TO THE
UNIVERSITY OF LUCKNOW
FOR THE AWARD OF THE DEGREE OF
DOCTOR OF PHILOSOPHY
IN
BUSINESS ADMINISTRATION
SUBMITTED BY:
RAM DHEERAJ
Under the Supervision of
DR S. K. KAUSHAL
DEPARTMENT OF BUSINESS ADMINISTRATION
UNIVERSITY OF LUCKNOW
LUCKNOW
2014
DEPARTMENT OF BUSINESS ADMINISTRATION
UNIVERSITY OF LUCKNOW
Date:
CERTIFICATE
This is to certify that Mr. Ram Dheeraj has carried out the research work presented in this
thesis entitled “Impact of Advertising on Customer Purchase Behaviour in
Pharmaceuticals” for the award of Doctor of Philosophy from Lucknow University,
Lucknow under my supervision. The thesis embodies results of original work, and studies
are carried out by the student herself and the contents of the thesis do not form the basis
for the award of other degree to the candidate or to anybody else from this or any other
University/Institution.
Supervisor
Dr. S.K. Kaushal
Assistant Professor
Department of Business Administration
DECLARATION
I hereby affirm that my research work entitled “Impact of Advertising on Customer
Purchase Behaviour in Pharmaceuticals” for the award of Doctor of Philosophy from
Lucknow University, Lucknow is my own original work and has not been submitted for
any assessment or degree/diploma or award at the University of Lucknow or any other
University/Institutions.
Ram Dheeraj
Department of Business Administration
COUNTERSIGNED
This is to certify that the above declaration by the candidate is true to the best of my
knowledge.
Supervisor
Dr. S.K. Kaushal
Assistant Professor
Department of Business Administration
University of Lucknow.
Lucknow.
ACKNOWLEDGEMENT
It is with immense gratitude and pleasure that I acknowledge the help and support of my
supervisor Dr. S. K. Kaushal - Goodman in this thesis. He has been an excellent guide,
mentor and friend in this journey. I am so deeply grateful for his help, professionalism,
and valuable guidance throughout this research and through my entire program of study
that I do not have enough words to express my deep and sincere appreciation.
I would like to thank to Prof. Arvind Kumar, Dean of Commerce Faculty, Mr. Sanjay
Medhavi
Head
of
Department,
Department
of
Business
Administration,
Prof. J. K.Sharma, the former Head of Department, Department of Business
Administration and all the respected teachers and staff of the Department for their
constant support and encouragement throughout my research work.
This thesis would not have been possible without the love and support of my family and
friends. I especially thank Vijay Shankar Pandey and Robbin Verma for his helpful
insights and for standing by me through good times and bad. I also acknowledge him for
their best suggestions and constant support.
Finally, I must express my very profound gratitude to my parents, wife Sunita, daughter
Advika, brother Rahul and Sister Shilpi for providing me with unfailing support and
continuous encouragement throughout my years of study and through the process of
researching and writing this thesis. This accomplishment would not have been possible
without them. Thank you.
(Ram Dheeraj)
ŝ
ABSTRACT
This study was conducted to develop a simple framework for finding out the impact of the
different kinds of advertisement and promotional tools offered by pharmaceutical
industry on the Consumer Purchase behavior and prescribing behavior of doctors. The
trend towards self-medication is likely to grow as consumers are becoming familiar with
OTC drugs, due to extensive advertising by companies. The present study intends to
explore advertising effectiveness of OTC drugs and Prescription drugs amongst
consumers and Doctors. Although there are different means of providing the consumers
with drug information, advertising seems to be one of the best way and a powerful
method of broadcasting information. The customer purchase behavior study in
Pharmaceutical advertisement is based on the consumer purchase behavior because
buying the medicine lies in the hand of customer (doctor) rather than final consumer
(patient). So the customer (doctor) acts as an indirect consumer. Due to this there are
two types of customers ear-marked in this study, one is doctor who is indirect consumer
and the other one is patient who is direct consumer. The advertisement of
Pharmaceutical was found to be persuasive. The study has given good insights for
marketers and advertisers of drugs and suggests including elements in the advertisement
that increase believability and trust of the advertisement. Results of factor analysis
revealed the view that the overall mean score of all the 27 items of attitude towards
prescription behavior was 2.96 and standard deviation 0.9091.This indicates that
pharmaceutical advertisement makes an impact on doctor prescription behavior.
Moreover the study also focused on whether the perception of physicians towards various
ŝŝ
promotional tools is different with respect to demographic variables. This research based
on descriptive research or quantitative research. In this descriptive research CrossSectional study used to compare demographical variables with attitude of the respondent.
Well-structured Questionnaires was developed for direct consumer and doctors to
identify important variables influencing Pharmaceutical advertising effectiveness and
purchase behavior towards medicine. Non probability systematic convenient sampling
technique has been followed. Survey was conducted and data was analyzed on the basis
of responses provided by 329 respondents as consumer and 150 respondents as Doctor.
Researcher has applied factor analysis for data reduction and ANOVA & Chi-Square test
for hypothesis testing. Findings of the study can help the marketing managers of
pharmaceutical companies in designing their promotional strategies especially for
doctors and consumers. Construct validity and reliability of the data were tested using
Cronbach’s alpha coefficient. Descriptive statistics and Chi-Square Tests for
Independence were generated to study the relationship between measures for each of the
research questions and the demographics & miscellaneous variables. Results show that
advertisement is effective in affecting the decision process and positive impression of the
consumer towards particular medicines and there is significant association of medium of
advertisement that gets the attention with educational qualification, Occupation and age
of the respondent as the Chi-square value is significant. The Visual presentation of
advertisement creates more attention and makes their impacts in selection of medicine.
Doctor agreed that Medical Representative is a key element for providing information
about medicines and they are important promotional channel used by companies that
makes their long lasting effect on doctor.
ŝŝŝ
TABLE OF CONTENTS
S.No
1
2
3
4
5
6
7
Description
Page No.
Acknowledgment
Abstract
Table of Contents
List of Tables
List of Figures
List of Abbreviation
List of Key words
i
ii
iv
viii
xi
xiii
xv
1
1.1
1.2
1.2.1
1.2.2
1.3
1.3.1
1.3.2
1.3.3
1.3.4
1.3.5
1.3.6
1.3.7
Introduction
Introduction
Classification of Drugs
OTC Drugs
Ayurvedic Drugs
Drug Promotion and Drug Advertising in India
Advertising to the General Public
Advertising The Products In Medical Journal
Direct mailing of publicity material to doctors
Medical conferences, especially for a new product
Electronic or Broadcast Media Advertising
Outdoor Media
Other Media
Pharmaceutical Advertisement for OTC medicine or Direct
Consumer Advertising.
Strategies for New And Switched OTC Pharmaceutical
Products.
Invest in generics
Pharmaceutical Companies Business Strategies for
Prescription Drugs
Marketing approaches of Super Core Model.
Marketing approaches of Core Model
Pharmaceutical marketing process and challenges
Growth Rate of OTC Medicines
Branding in Pharmaceutical Marketing
Understanding Consumer Behavior
Consumer Behavior in Pharma Sector
1
1
4
4
6
7
11
11
13
13
13
14
14
1.4
1.5
1.5.1
1.5.2
1.5.2.1
1.5.2.2
1.6
1.7
1.8
1.9
1.10
ŝǀ
14
15
19
19
20
22
24
25
27
28
29
S.No
Description
Page No.
1.11
Consumer Pyramid
30
1.11.1
1.11.1.1
1.11.1.2
1.11.1.2.1
1.11.1.2.2
1.11.1.2.3
1.11.1.3
1.11.1.3.1
1.11.1.3.2
1.11.1.4
1.11.1.4.1
1.11.1.4.2
Factors Influencing Consumer Behavior
Cultural Factors
Social Factors
Reference group
Family
Social status and role
Personal Factors
Age and stage in life cycle
Personality and self concept
Psychological Factors
Motivation
Perception
31
31
32
33
34
34
34
36
36
36
38
38
1.11.1.4.3
Learning
38
1.11.1.4.4
Belief and Attitude
39
1.11.1.5
1.12
1.13
1.14
1.15
1.16
1.17
1.18
1.19
1.20
1.21
1.22
1.23
2
3
3.1
3.2
3.3
3.4
3.5
3.6
Psychographic Factor
Buying Preferences of Indian consumers
Brand or Generic
Promotional Spending for Prescription Drugs
Marketing to Physicians and Consumers
Different Marketing Strategies for Different Drugs
Market Characteristics That Influence Promotional Strategies
The purchasing process
The Role of the Consumer (Patient)
The Prescription Decision
Compliance or Post – Purchase Behavior
The Role of Price
Chapterisation Scheme
Review of Literature
Research Methodology
Need for this research
Scope of the research
Desk Research
Pilot Study
Research design
Data collection method
39
40
41
41
42
44
44
45
47
47
48
49
50
52
72
72
73
73
74
75
75
ǀ
S.No
3.7
3.8
3.9
3.10
3.11
3.12
3.13
3.14
3.15
3.16
4.1
4.1.1
4.1.2
4.1.3
4.1.4
4.1.5
4.1.6
4.2
4.2.1
4.2.2
4.2.3
4.2.4
4.2.5
4.2.6
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.10.1
4.10.2
Description
Page No.
Questionnaires
Study Variables
Sample Selection
Survey Instrument
Data collection
Data analysis
Brief Summary of tools used for Analysis
Objective of the Study
Research Hypothesis
Research Assumptions
Demographic Characteristics of Respondents (Consumers)
Age wise classification of respondents
Marital Status- wise classification of respondents
Family type- wise classification of respondents
Income- wise classification of respondents
Qualification - wise classification of respondents
Occupation - wise classification of respondents
Sensitiveness of consumer towards advertisement
Advertisement awareness
Advertisement medium and attention
Effect of advertising on consumer
Advertising medium and OTC medicine (Over the counter
drug)
Suggestive measure for purchase of common use medicines
Influencers for purchase of common use medicines
Lasting effect of Advertisement
Impact of Advertisement to create the need of pharmaceutical
product
Nature of Attention
Attributes observed in advertisement
Extent of influence of Pharmaceutical Advertisement
Relying on Pharmaceutical Advertisement in purchase
decision
Advertising attributes that impacts in selection of medicines
Demographic Characteristics of Respondents (Doctors)
Qualification wise classification of doctors
Classification on the basis of Position hold by Doctor
76
77
78
79
81
82
84
85
86
87
88
90
91
92
93
95
96
97
98
99
112
ǀŝ
113
125
138
153
154
156
158
159
160
162
166
170
171
S.No
4.10.3
4.10.4
4.10.5
4.10.6
4.11
4.12
4.13
4.14
4.15
4.16
4.17
4.18
4.19
4.20
4.21
5
6
Description
Page No.
Classification on the basis of No. of years of practice
Classification on the basis of Regional Status of practice
Classification on the basis of practice hours by doctors
Classification on the basis of O.P.D frequency
Impact of Pharmaceutical Advertisement on doctor's
Prescription Behavior
Importance of medium providing information about medicine
available for patient in the market
Reliability of information provided through different media
about medicines
Impact of Medical Representative on Doctor Prescription
behavior
Medical Representative as key element for providing
information about medicines
Importance of promotional items /other facilities distributed
/provided by companies for doctors
Effectiveness of information provided through different
media in doctor prescription
Importance of promotional channels used by companies and
their long lasting effect on the mind of doctors
Influence of prescription decision of doctor w.r.t Branded
medicine, Generic medicine and patient demand
Influence of prescription decision of doctor w.r.t specialized
promotional channels, creativity in pharmaceutical
advertisement and frequency of pharmaceutical advertisement
Impact and extent of impact of Pharmaceutical advertisement
Discussions and Conclusion
Bibliography
172
173
175
176
178
190
196
201
203
205
209
214
220
221
224
244
253
APPENDICES
Appendix A: - Questionnaire for Consumer.
Appendix B: - Questionnaire for Doctor.
ǀŝŝ
i
iv
LIST OF TABLES
S.No
Table no.1.1
Table no. 4.1.1
Table no. 4.1.2
Table no. 4.1.3:
Table no. 4.1.4
Table no. 4.1.5
Table no. 4.1.6
Table no. 4.2.1
Table no. 4.2.2
Table no. 4.2.2.1
Table no. 4.2.2.2
Description
Showing top ten Indian OTC brands as per their sales
and growth
Age- wise classification of Respondent
Marital Status - wise classification of Respondent
Family type-wise classification of Respondent
Income-wise classification of Respondent
Qualification -wise classification of Respondent
Occupation -wise classification of Respondent
Advertisement awareness among respondents
Advertisement medium and attention of respondents
Association of medium of advertisement with type of
family
Association of medium of advertisement with
educational qualification of consumer.
26
90
92
93
94
95
96
99
100
101
103
Table no. 4.2.2.3
Association of medium of advertisement with
occupation of consumer.
105
Table no. 4.2.2.4
Association of medium of advertisement with marital
status of respondent.
108
Association of medium of advertisement with age of
respondent.
Effect of advertising on respondent
Effective medium of advertisement for common use
medicines.
112
Table no. 4.2.4.1
Association of effective medium of advertisement with
family type of respondent
116
Table no. 4.2.4.2
Association of effective medium of advertisement with
educational qualification of respondent
118
Table no. 4.2.4.3
Association of effective medium of advertisement with
occupation of respondent
121
Table no. 4.2.4.4
Association of effective medium of advertisement with
marital status of respondent
124
Table no. 4.2.2.5
Table no. 4.2.3
Table no. 4.2.4
Table no. 4.2.5
Table no. 4.2.5.1
Suggestion by which consumer purchase common use
medicines
Association of suggestion by which common use
medicine are purchased with family type
ǀŝŝŝ
Page No.
110
114
126
128
S.no
Table no. 4.2.5.2
Table no.4.2.5.3
Table no. 4.2.5.4
Description
Page No.
Association of suggestion by which common use
medicine are purchased with Educational qualification
Association of suggestion by which common use
medicine are purchased with occupation
Association of suggestion by which consumer can
purchase common use medicine with Marital Status.
133
136
Table no. 4.2.6
Influencer in selecting medicine for common diseases
139
Table no. 4.2.6.1
Association of factor influencing most in selecting
medicine for common disease with family type
141
Table no.4.3
Association of factor influencing most in selecting
medicine for common disease with Educational
Qualification.
Association between Occupation and factor influence
most in selecting medicine for common diseases
Association between Marital Status and factor influence
most in selecting medicine for common diseases
Association between Age and factor influence most in
selecting medicine for common diseases.
Lasting effect of Advertisement
153
Table no.4.4
Impact advertisement to create need among consumer.
155
Table no. 4.2.6.2
Table no. 4.2.6.3
Table no. 4.2.6.4
Table no. 4.2.6.5
143
145
149
151
Table no. 4.6
Nature of attention paid by consumer in pharmaceutical
advertisement
Attributes observed in advertisement
158
Table no. 4.7
Extent of influence of Pharmaceutical Advertisement
159
Table no.4.8
Relying on advertisement in purchase decision
Advertising attributes that impacts in selection of
medicines
Doctor-directed promotion methods
Qualification wise classification of Doctor
Classification on the basis of Position hold by
respondents
161
Table no. 4.5
Table no.4.9
Table no. 4.10
Table no.4.10.1
Table no.4.10.2
Table no.4.10.3
Classification on the basis of No. of years of practice
Table no.4.10.5
Classification on the basis of Regional Status of Practice
Place
Classification on the basis of Practice Hours
Table no. 4.10.6
Classification on the basis of O.P.D Frequency
Table no.4.10.4
ŝdž
130
157
163
168
170
171
173
174
175
177
S. No
Table no.4.11.1
Table no.4.11.2
Description
Mean and standard deviation of all 27 items
KMO and Bartlett's Test
Page No.
178
181
Table no.4.11.3
Principal component analysis: Varimax rotation Matrix
182
Table no.4.11.4
Table.no.4.11.5
Total variance explained (Rotation)
Naming of factors
Importance of medium providing information about
medicines
183
185
Table.no.4.12
Table.no.4.13
Table.no.4.14
Table.no.4.14.1
Table.no.4.15
Table.no.4.16
Table.no.4.17
Table no. 4.18
Table no. 4.19
Table no. 4.20
Table no. 4.21
Table no. 4.22
Reliability of information provided through different
medium
Visit of Medical Representative in practice hours.
Frequency of MR Visited per day
Medical Representative as key element
Importance of promotional items
Effectiveness of information provided through different
media
Importance of promotional channels used by companies
and their long lasting effect on the mind of doctors
Influence of prescription decision of doctor
Influence of prescription decision of doctor w.r.t
specialized promotional channels
ANOVA by Doctor Educational Qualification
ANOVA by Regional Status of Practice Place
dž
191
197
202
203
204
205
210
215
221
223
224
233
LIST OF FIGURES
S.No
Fig.1.1
Fig 1.2
Fig. 1.3
Fig.1. 4
Fig1. 5
Fig. 1.6
Fig 1.7
Fig 1.8
Fig 4.1
Fig 4.2
Fig 4.3
Fig 4.4
Fig 4.5
Fig 4.6
Fig 4.7
Fig 4.8
Fig 4. 9
Fig 4.10
Fig 4.11
Fig 4.12
Fig 4.13
Fig 4.14
Fig. 4.15
Fig. 4.16
Fig. 4.17
Fig 4.18
Fig 4.19.
Fig 4.20
Fig 4.21
Fig 4.22
Fig 4.23
Description
Pull System Working In Chronic Therapy Segment
Push System Working In Acute Therapy Segment
Relationship between the key players of pharmaceutical industry
Showing the growth of Indian OTC sales in US $ from
2006-07 to 2009-2010
Page No.
21
23
24
Showing the segment wise Indian OTC market percentage in 2013
26
Showing the percentage of OTC and prescription drugs used by
Indians
The Distribution Chain
New Product Adoption Process
Age - wise classification of Respondents
Marital Status wise classification of Respondents
Family type- wise classification of Respondents
Income- wise classification of Respondents
Qualification- wise classification of Respondents
Occupation -wise classification of Respondent
Advertisement awareness among respondents
Advertisement medium and attention of respondents
Effect of advertising on respondent
Conceptual framework of consumer persuasion to purchase
Effective medium of advertisement for common use medicines
Suggestion by which consumer purchase common use medicines
Influencing factor in selecting common use medicine
Lasting effect of Advertisement
Impact advertisement to create need among consumer
Nature of attention paid by consumer in pharmaceutical
advertisement
Attributes observed in advertisement
Extent of influence of Pharmaceutical Advertisement
Relying on advertisement in purchase decision
Advertising attributes that impacts in selection of medicines
Qualification - wise classification of Doctor
Classification on the basis of Position hold by respondents
Classification on the basis of No. of years of practice
džŝ
25
27
29
31
91
92
93
94
95
97
99
100
113
114
115
127
139
154
156
157
159
160
161
163
170
172
173
S.No
Fig 4.24
Fig 4.25
Fig 4.26
Fig 4.27
Fig 4.28
Fig 4.29
Fig 4.30
Fig 4.31
Fig 4.32
Fig 4.33
Description
Classification on the basis of Regional Status of Practice Place
Classification on the basis of Practice Hours
Classification on the basis of O.P.D Frequency
Scree plot
Importance of medium providing information about medicines
Reliability of information provided through different medium
Visit of Medical Representative in practice hours
Frequency of MR Visited per day
Importance of promotional items
Effectiveness of information provided through different media
Importance of promotional channels used by companies and their
Fig 4.34
long lasting effect on the mind of doctors
džŝŝ
Page No.
174
176
177
182
191
197
202
203
206
210
216
LIST OF ABBREVIATION
•
DCA : Drugs and Cosmetics Act,1940
•
DCR: Drugs and Cosmetics Rules,1945
•
OTC: Over the Counter
•
DPCO: Drug Price Control Order 1995.
•
WHO: World Health Organization
•
OPPI: Organization of Pharmaceutical Producers of India.
•
IFMPA: International Federation of Pharmaceutical Manufacturers &Associations
•
INN: International Nonproprietary Name
•
POP: Point of Purchase
•
USP: Unique selling Point.
•
C&FA:Clearing and Forwarding agent
•
R&D: Research and Development.
•
NDA: New Drug Approval.
•
FDA: Food and Drug Administration.
•
DCGI: Drugs Controller General of India
džŝŝŝ
•
CDSCO: Central Drugs Standard Control Organization.
•
MRP: Maximum Retail Price.
•
ISM: Indian System of medicines.
•
GATT: General Agreement on Tariffs & Trade
•
FMCG: Fast Moving Consumer Goods.
•
KOL: Key Opinion Leader.
•
CME: Continuing Medical Education.
•
DTCA: Direct to Consumer Advertising
džŝǀ
LIST OF KEY WORDS
• Analgesic: are those drugs that mainly provide pain relief.
• Antacids: are medicines that neutralize stomach acid or used to relieve acid
indigestion, upset stomach, sour stomach, and heartburn.
• Antiflatulents: is a drug used for the alleviation or prevention of excessive intestinal
gas.
• Antiseptic:
is a substance which inhibits the growth and development of
microorganisms.
• Dermatological: medicine dealing with the skin, its structure, functions, and diseases.
• Detailing: Interacting with doctors in their clinics and promoting the product.
• Digestives: medicine that aids or promotes the digestion of food.
• Drug Therapy: is the treatment of disease through the administration of drugs.
• Generic drug:
is a drug defined as "a drug product that is comparable to a
brand/reference listed drug product in dosage form, strength, quality and performance
characteristics, and intended use.
• International
Nonproprietary
Name:
is
an
official nonproprietary or
generic name given to a pharmaceutical drug, as designated by the World Health
Organization.
• Medical Representative: Medical representative has to sell products of pharma
companies or drug manufacturers by approaching doctors and detailing products to
them.
džǀ
• Omeprazole: Medicine belongs to group of drugs called proton pump inhibitors. It
decreases the amount of acid produced in the stomach. Omeprazole is used to treat
symptoms of gastro esophageal reflux disease (GERD) and other conditions caused by
excess stomach acid.
• Prescription Drug: A prescription is a health-care program implemented by a
physician or other medical practitioner in the form of instructions that govern the plan
of care for an individual patient.
• Schedule G drugs: Schedule G drug is a prescription drug that can be sold purely
under medical prescription alone.
• Schedule H drugs: These are drugs which cannot be purchased over the counter
without the prescription of a qualified doctor.
• Schedule K drugs: drug is not sold for medicinal use or for use in the manufacture of
medicines and that each container is labeled conspicuously with the words “NOT FOR
MEDICINAL USE”.
• Schedule X drugs: A drug with a very high teratogenic risk to a fetus, based on
controlled animal studies, which is contraindicated for use during pregnancy.
• Steroid: A type of drug used to relieve swelling and inflammation.
• Throat Lozenges : is a small, medicated tablet intended to be dissolved slowly in the
mouth to temporarily stop coughs and lubricate and soothe irritated tissues of
the throat (usually due to a sore throat), possibly from the common cold or influenza.
• Topical drug: A topical medication is a medication that is applied to body surfaces
such as the skin or mucous membranes to treat ailments.
džǀŝ
CHAPTER- 1
INTRODUCTION
1.1 INTRODUCTION
Advertising is used for communicating, exchanging/delivering business information
to the present and prospective customers. It usually provides information about the
advertising firm, its product qualities, place of availability of its products, etc.
Advertisement is indispensable for both the sellers and the buyers. However, it is
more important for the sellers. In the modern age of large scale production, producers
cannot think of pushing sale of their products without advertising them.
Advertisement supplements personal selling to a great extent. Advertising has
acquired great importance in the modern world where tough competition in the market
and fast changes in technology.
This research delineates that the customer purchase behavior in Pharmaceutical
advertisement is based on the consumer purchase behavior because buying the
medicine lies in the hand of customer (doctor) rather than final consumer
(patient). So the customer (doctor) acts as an indirect consumer. Due to this
there are two types of customers ear-marked in this study, one is doctor who is
indirect consumer and the other one is patient who is direct consumer. In context
to the pharmaceutical industry in India advertisements make an impact on the
prescription behavior of the customer (doctor), along with the direct consumer
who purchase the OTC drug (Over the Counter Drug)1 which doesn’t requires
the prescription of the doctors. The Pharmaceutical marketing differs from other
ϭ
OTC drug are medicines sold directly to a consumer without a prescription from a healthcare
professional
-1
types of marketing because the consumer i.e. the patients are not the target audience,
whereas the physicians prescribing the medicines are the target audience of the
pharmaceutical companies. It is the doctor who makes the decision on behalf of the
patient. Physicians are privileged with the right of recognizing the need of their
patients and recommend medications for the well-being of their patients. Hence, the
relation between the physician and pharmaceutical companies may create a conflict
between the ethical professional interest of a doctor and his financial self-interest. The
increase in incentives to attract the doctor’s prescription behavior reflects as a rise in
the price of prescription medicines2. The pharmaceuticals resort to many ways in
marketing their product. Giving away gifts, free lunches, sponsoring education and
holidays have all been criticized as inducements which compel a doctor to prescribe
without scientific basis (Gonul FF et. al 2001).
A study from Canada showed that the association with pharmaceuticals leads to less
than appropriate prescribing behavior by the doctor (Lexchin J 1997).Many
physicians, however, do not feel that their prescriptions are influenced by gifts and
other incentives provided by pharmaceuticals (Liu SS 1995). Advertising facilitates
consumer choice and it also enables consumers to purchase goods as per their budget
requirement and right choice which makes consumer happy and satisfied. A good
advertising campaign involves lots of creativity and imagination. When the message
of the advertiser matches the expectations of consumers, such creativity makes the
way for successful campaign. The advertiser expects to create a favourable attitude
which leads to a favourable action. Any advertising process attempts at converting the
prospects into customers.
Thus it is an indirect salesmanship and essentially a
persuasion technique and it does not attempt at maximizing profits by increasing the
Ϯ
Prescription medicine is those medicines which are referred by doctors.
-2
cost but by promoting the sales so in this way it won’t lead to increase the price of the
product. Thus, it has a higher sales approach rather than the higher-cost approach.
Advertisement as a non-personal presentation is different from salesmanship as latter
is personal selling whereas advertising is non-personal in character and it does not
meant for individuals but for all. There is absence of personal appeal in advertising.
There is an Identified Sponsor who may be an individual or a firm, pays for the
advertisement and the name of a reputed company may increase sales of products. In
Pharmaceutical advertising online, in print, television or radio broadcast, direct to
consumer, or direct to physician are all variations of pharmaceutical advertising.
Advertising Campaigns can be strategic and include direct marketing, billboard
design, brochure design and development, video production, medical animations and
more, to circulate information on a new drug. Promotion in one form or another is
employed by every business irrespective of the commodity it produces. However, the
pharmaceutical industry which is regulated by drug rules and medical ethics to
communicate sophisticated information on drug usage to a critical and highly
qualified audience. As a matter of fact, pharmaceutical promotion is a vital source of
technical information and makes an important contribution towards educating the
profession also towards the right usage of the drugs. It is relevant to note at this
juncture that there are three fundamental elements in product costs in any modern
industry or business, and pharmaceutical industry is no exception. These are high
technology manufacturing costs, selling/promotion costs and research and
development costs. In drug industry particularly, the products are rather numerous and
diverse, indicated for a host of disease conditions, and each product has its own
promotional requirements to suit the needs of various specialties in medical practice
which further adds to the costs which becomes more important when the industry has
-3
to serve doctors in rural areas who are not highly qualified and yet are called upon to
treat a wide variety of diseases prevalent in the rural community.
As said before, the unique aspect of pharmaceutical promotion is the communication
of completely prescribing information on the drugs to highly qualified medical men.
In view of the advances in drug therapy witnessed during the post independence
period, it is only natural that the members of the medical profession wish to stay
abreast of the new discoveries and developments taking place in the medical world
from time to time. For such a target audience, communication about the vital
information on drugs is more than mere promotion is a service. The job of
communicating information and promoting the pharmaceutical products to the
professionals is done through Medical Representatives who plays an important role in
that. It is he who details a product thoroughly to a practicing doctor and discusses the
composition, mode of action of each ingredient, indications, dosage, side effects,
precautions, contraindications, pack and price of the product. Doctor raises several
queries concerning the use of the product in the types of patients he sees in his day-today practice, and thus collects complete information on the product and its relative
advantages over similar other products in the market.
1.2
Classification of Drugs: - In India, the import, manufacture, distribution and
sale of drugs and cosmetics are regulated by the Drugs and Cosmetics Act, 1940
(DCA), the Drugs and Cosmetics Rules, 1945 (DCR) OTC Drugs.
1.2.1 OTC Drugs: - In India OTC drugs has no legal recognition, the phrase ‘OTC’
has no legal recognition in India, all the drugs not included in the list of
‘prescription’ only OTC drugs are considered to be non-prescription drugs. Hence
‘OTC Drugs’ means drugs legally allowed to be sold ‘Over the Counter’ by
-4
pharmacists, i.e. without the prescription of a Registered Medical Practitioner. All
those medicines which are listed in Schedules H and X of the Drug and Cosmetics
Rules are prescription only drugs. Drugs listed in Schedule G (mostly
antihistamines)3 do not need prescription to purchase but require the following
mandatory text on the label: “Caution: It is dangerous to take this preparation except
under medical supervision”. Currently, non-drug-licensed stores (e.g. nonpharmacists) can sell a few medicines classified as “Household Remedies” listed in
Schedule K of the Drugs and Cosmetic Act4 in villages whose population is below
1000 subject to certain other conditions.
There are different categories comes under OTC, out of which there are few
categories which have spent maximum in brand building through on TV are as
follows:
1. Rubs/ Balm - Moov, Iodex, Emami Mentho Plus, Himani Fast Relief, Amrujanjan
Joint Ache Cream
2. Analgesic/ Cold Tablet - Dcold, Disprin, Stopache, Crocin.
3. Digestives - Eno, Hajmola, Dabur Hingoli, Pudin Hara.
4. Medicated Skin Treatment - Itch Guard, Krack, Ring guard.
5. Cough Lozenges - Strepsils, Halls
6. Vitamin/ Tonic/ Heath Supplements - Horlicks, Chawanprash– Dabur, Complan,
Boost, Sona Chandi, Calcium Sandoz.
7. Antiseptic Cream/ Liquids - Borosoft, Boroplus, Dettol.
ϯ
Antihistamines are mainly used to help control symptoms caused by health conditions associated with
allergic reactions.
ϰ
An Act to regulate the import, manufacture, distribution and sale of drugs.
-5
1.2.2 Ayurvedic Medicines: - OTC drugs registered as ‘Ayurvedic Medicines’ (i.e.
traditional Indian system of medicines containing natural/herbal ingredients) are also
regulated by the DCA and DCR. Ayurvedic drugs are manufactured under a
manufacturing license issued by the Ayurvedic State Licensing Authorities. However,
they do not require a drug sale license and can be sold freely by non-chemists.
Some of the largest OTC brands in India are registered as ‘Ayurvedic Medicines’
because of their plant-based natural active ingredients (e.g. Vicks Vapo Rub,
Amrutanjan Pain Balm, Zandu Pain Balm, Iodex Pain Balm, Moov Pain Cream, Itch
Guard Cream, Eno Fruit Salt antacid, Vicks Cough Drops, Halls Lozenges, Dabur
Pudina Hara, Calcium Sandoz etc.). Considering the above framework, key categories
with OTC potential in India would be: vitamins and minerals, health tonics, cough
and cold, gastrointestinal, analgesics, dermatological, herbal/ayurvedic medicines,
among others, which do not contain any substance listed in Schedules G, H or X.
There is also a provision under schedule G and H which exempts Topical or external
use (except ophthalmic and ear/nose preparations containing antibiotics and / or
steroids) applications of the ingredients from these schedules. For Example: while
Diclofenac5 is listed in Schedule H but Topical form of the same is excluded. Some of
the vitamin supplements come under price control, which can be addressed by making
dosage/formulation combination modification. Some of the non-scheduled drugs like
Aspirin also come under price control, through Drug Price Control Order (DPCO).
Additionally, there is also The Drugs and Magic Remedies (Objectionable
Advertisements) Act, 1954 and Rules, 1955. This Act controls the advertisements for
certain category of drugs with a view to prevent people from self medication under
the influence of misleading and exaggerated advertisements.
ϱ
drug used to treat pain and inflammation.
-6
1.3
Drug Promotion and Drug Advertising in India: - Drug promotion in India
or elsewhere has always attracted controversies as it is inherently unethical. (Thawani.
V 2002). Unlike other commodities where consumers are choosers, prescription
practices in the drugs category is driven by drug promotion. The very nature of
prescription drugs market is ethically driven hence it is also called as the “ethical
drug” market. In 1998, the World Health Organization (WHO), in an attempt to
support and encourage the improvement of health care through the rational use of
drugs and to curb unethical marketing practices, came out with a landmark “Ethical
criteria for medicinal drug promotion”. It is an outline document which defines drug
promotion as “as informative and persuasive activity by manufacturers and
distributors in order to induce the prescription, supply, purchase and/or use of
medicinal drugs”. However, as per the WHO this criterion does not constitute legal
obligations; governments may adopt legislation or other measures based on them as
they seem fit. It also advises that other groups may adopt self-regulatory measures
based on them. Drug promotion also includes the activities of medical representatives,
drug advertisements to physicians, provision of gifts and samples, drug package
inserts, direct-to-consumer advertisements, periodicals, telemarketing, holding of
conferences, symposiums and scientific meetings, sponsoring of medical education
and conduct of promotional trials. It is well understood that the pharmaceutical
companies do have trade interests in promoting their products for disseminating
information about the drug it produces, but it should do so in a fair, accurate, and
ethical manner. The blurring boundaries of what constitutes fair practices are of
intense debate in issues involving drugs promotion. Many studies have noted that
drug companies are involved extensively in promoting their brands by paying huge
kickbacks and the relationship between actors in the distribution network is almost
-7
always based on perverse set of incentives (Angell M. 2005). Studies have also
identified the variety of ways and means in which the drug industry influences doctors
and the doctor’s in turn due to their fiduciary position are susceptible to perverse
incentives. In the year 2008, the pharmaceutical industry in India spent a total of Rs
4941.15 crore, in which advertising expenses were 823.57 crore and drug marketing
2470.44 crore.6 The Indian Medical Council Act 1956, and the Code of Medical
Ethics 2002, governs the conduct of physicians in India. There are voluntary
resolutions of various industry associations providing necessary guidance on drug
promotion, but they have not been effective. In fact, there seems to be no logical
reason that the voluntary codes which aim at restricting or regulating drug promotion
is in direct conflict with the interests of drug industry. In totality, all measures
currently available under law have largely remained ineffective to deal with the
collusion crises in the prescription drug markets. An editorial in one of India’s reputed
medical journal quotes that “The International Federation of Pharmaceutical
Manufacturer's Association which had first suggested a self regulatory code of
pharmaceutical marketing practices in 1981 adopted the revised version in 1994”.
There seems to be obvious double standards in adoption of the code. While in the
developed countries, these firms often publish reasonably ethical advertisements
which are published in medical journals, the very same companies promote the same
drug for different indications in developing countries.
Advertising, as distinct from promotion is generally used as a direct measure to
popularise a particular drug or a remedy. It is governed by the Drugs and Magic
Remedies Act.7
6
Source www.cci.gov.in.
An Act to control the advertisement of drugs in certain cases, to prohibit the advertisement for certain
purposes of remedies alleged to possess magic qualities and to provide for matters connected therewith.
7
-8
The Drugs Enquiry Committee, 19308 under the chairmanship of Sir R. N. Chopra
was the first authoritative attempt by the Government to look which scrutinized the
pamphlets of drugs which made spurious claims. However, not much has been
achieved since then except the introduction of the Drugs and Cosmetics Act, 1955 has
“largely remained unenforced due to the apathy and general disinterest of the health
care fraternity and the industry refuses to be cowed down by legislative
enforcements” (Thawani.V. 2002). For example: Hamdard Dawa khana filed a writ to
the Supreme Court of India asking it to declare the direction for recalling 40 drugs as
bad in law as basically violating their right to free speech and right to carry on trade
and business.
It is well recognized that in case of prescription of a drug- where the doctor is
decision maker for the ultimate user the patient, the industry has a powerful influence
on prescribing habits (Lancet 1993). The industry is often blamed for its marketing
practices, which has been considerable covered and discussed in western literature
(Angell.M. 2005). It is noted that while doctors uniformly deny that their
understanding of drug is influenced by the activities of industry, there is considerable
evidence to support the efficacy of the personal encounter with a medical
representative in shaping doctors' attitude towards drugs (Bhat.AD 1992). There is an
essential difference between promotion and information. While delivering
information to the doctors about new drugs, including its usefulness and efficacy may
have precompetitive effects, marketing strategies adopted by firms may downplay the
demand side and hence raise prices for consumers. How doctor decides which drug is
to be prescribed to his patients is at the heart of controversy. Popular news reports and
mapping of recent incidence of collusion between the profit-oriented pharmaceutical
8
A committee which scrutinized the pamphlets of drugs which made spurious claims.
-9
companies, pharmacists and doctors, it is noted that these actors are routinely wooed
with gifts ranging from mobile phones to sponsored weddings and sometimes
postpaid mobile connections are also provided. Interviews conducted during the
course of this study reveal that it extends from sponsored conferences in five-stars to
high-value gifts like motorcycles and. There are even cases where pharma companies
helped doctors to set up small nursing homes. However, there is no concrete evidence
to point specific people, institutions or companies, since these interviews were held in
confidence. A list of three collected news items published in the Times of India on
drug promotion does portray various facets of drug promotion in India. Such
incidences have long been noted in the medical fraternity, but have rarely been
thoroughly investigated. In this study, based on earlier studies and reports, investigate
such practices from a horizontal and vertical agreement point of view. This is despite
the fact that inappropriate prescriptions could lead to dangerous side effects, medical
complications and needless expenses for patients. It has also been noted that medical
associations have allegedly warned pharmaceutical companies, that they you don’t
sponsor our conference they will boycott your drugs. Some experts and commentators
are also of the view that breakthrough drugs that enter the market early are promoted
through scientific information.Some interviews also reveal that drug companies
sponsor weddings and birthdays of doctor’s kith and kin. Medical representatives are
under constant pressure to push for higher sales they reason why they resort to
providing perverse set of incentives to the doctors. The sales driven motivations for
MRs warrant that MRs resort to activities that can call ethics of promotion into
question. Studies have indicated that promotional materials provided by
pharmaceutical companies through their representative cannot be entirely relied upon.
Source of primary literature on drug promotion are articles published in peer reviewed
- 10 journals, secondary literature includes abstracts of various types of published
literature, reference from text books and other standard literature. Commentators point
that few physicians are equipped with skills to critically evaluate and appraise it. It is
noted that lack of proper methodological understanding among physicians to evaluate
these drugs is the prime reason for them being swayed away with arguments
presented in promotional literature. It is suggested that physicians must see if a new
drug is relevant to their practice in terms of population studied, the disease and the
need for new treatment (Shetty VV et.al., 2008).
These are the following method of pharmaceutical advertising1.3.1
Advertising to the General Public:- The Drug & Magic Remedies
(Objectionable Advertisement) Act & Rules mentions a list of ailments for which no
advertising is permitted. It also prohibits false or misleading advertisements which,
directly or indirectly, give false impressions regarding the true character of the drug,
make false claims, or are otherwise false or misleading in any particular respect.
There is an OPPI Code of Pharmaceutical Marketing Practices, 20101, based on the
IFPMA code. Currently, there is no specific law which prohibits the advertising of
prescription drugs.
1.3.2 Advertising the Products in Medical Journal: - Journal advertisements
attract attention because they are visually appealing also see them as a way of keeping
medical practicenor up-to-date. The Ethical Criteria for Medicinal Drug Promotion
developed by the World Health Organization (WHO) suggest the types of information
that, as a minimum should be contained in a journal advertisement (WHO 1988), (see
box ). The aim is to ensure that basic information needed for prescribing decisions is
present.
- 11 The medicine’s International Nonproprietary Name (INN), usually the generic name,
is a key piece of information that should always be included. Generic names help
doctors and pharmacists to identify which class a medicine belongs to and can
prevent doctors from unknowingly prescribing two medicines from the same class to
a patient.
The World Health Organization’s Ethical Criteria recommend that the following
information be included in pharmaceutical advertisements appearing in medical
journals.
¾ Name(s) of the active ingredient(s) using either International Nonproprietary
Name (INN)
¾ (INN) or the approved generic name of the medicine
¾ Brand name
¾ Content of active ingredient(s) per dosage form or regimen
¾ Name of other ingredients known to cause problems
¾ Approved therapeutic uses
¾ Dosage form or regimen
¾ Side effects and major adverse medicine reactions
¾ Precautions, contraindications and warnings
¾ Major interactions
¾ Name and address of manufacturer or distributor
¾ Reference to scientific literature as appropriate
- 12 1.3.3
Direct mailing of publicity material to doctors:- It is the sending of
publicity material like Textual and Audio-Visual Promotional Material to Doctor.
There has been a massive growth in direct mail campaigns over the last 5 years.
Direct mail allows an organization to use their resources more effectively by allowing
them to send publicity material to a named person within their target segment.
By personalizing advertising, response rates increase thus increasing the chance of
improving sales and it may be discussed in chapter 4.
1.3.4
Medical conferences, especially for a new product: - Companies organize
medical conference to promote new products in order to provide the information like
uses, dose regimen, contradiction & adverse effect etc. to the medical practitioner.
1.3.5
Electronic or Broadcast Media Advertising :-
Electronic or broadcast
media consists of (i) radio, (ii) television, (iii) motion pictures, (iv) video and (v) the
internet. The radio is audio in nature, appealing only to the sense of sound (ears).
Radio advertising is more effective in rural areas, as compared to urban regions.
Television, as an advertising medium, is more attractive and effective because it is an
audio-visual medium appealing to both the senses of sight sound (eyes and ears).
Different methods, such as spot announcements, sponsored programmes etc. are used
for broadcasting advertising messages. However, broadcasting media are very
expensive form of advertising and sometimes it also undertaken through movies,
video, and the internet.
The following OTC medicines advertising can be seen: •
Digestives
•
Antacids
- 13 •
Antiflatulents
•
Cold rubs and analgesic balms/creams
•
Vitamins/tonics/health supplements (especially herbals and ayurvedic
registered)
•
Medicated skin treatment
•
Analgesic/cold tablets
•
Antiseptic creams/liquids
•
Glucose powders
•
Cough syrups
•
Throat lozenges
•
Medicated dressings (Band-Aids)
•
Baby gripe water
•
Ayurvedic medicines and preparations
1.3.6
Outdoor Media: - This includes posters, neon signs, transit, point of purchase
(POP), etc. Outdoor advertising can be a good supporting media to other forms of
advertising. It is a good form of reminder advertising, especially, the POP advertising.
1.3.7
Other Media: - This includes direct mail, handbills, calendars, diaries, cinema
advertising and internet and so on. These miscellaneous media can play an important
supporting role to the major media such as television, and newspapers.
1.4
Pharmaceutical Advertisement for OTC medicine or Direct Consumer
advertising: - Prescription drugs are the drugs which are required to be dispensed
- 14 under the
supervision of a physician. On the other hand, over the counter drugs can
be sold directly to the consumers/patients without any doctor's prescription. The
traditional pharmaceutical media for exposing and raising the product message of
prescription drugs are professional journals, magazines or newspapers, direct mail,
convention or hospital displays and service items such as educational films, medical
illustrations and photographs, office supplies, text books, and exhibitions etc.
Pharmaceutical Advertisement for Direct Consumer normally done by Print Media
Advertising. The print media consists of newspapers, magazines, journals, handbills,
etc. No newspaper or journal today can survive without advertising revenue. Print
media advertising, even today, is the most popular form; and revenue Derived by
mass media from advertising has, therefore, been progressively increasing year after
year. Print media appeals only to the sense of sight, i.e. eyes. Printed advertisements
have the advantage of being directly in front of the consumer who elects to read them.
By reading an advertisement the consumers becomes better informed and are more
likely to follow-up on the product. In addition, print media has the advantage of being
tangible to consumers who can carry the medium with them or follow-up with it on
the web.
1.5
Strategies for New and Switched OTC Pharmaceutical Products:- OTC
marketing strategies are most important and unavoidable aspect of any pharmaceutical
organization especially what happens when a pharmaceutical products losses the
patent protection, it is important to consider whether radical change is really
necessary. It may be that the pharmaceutical product is operating in a niche category
that is too small to attract challenging generic competition, at least in the short term. It
could also be that the awareness and image of the brand is so strong in patients and
doctors minds that it would retain most of its equity even after the loss of patent
- 15 protection. In most cases however, the entry of generic competitors radically alters the
competitive setting and calls for appropriate radical responses, the few major
strategies available to pharmaceutical brands facing competition from OTC and
generic products are briefly reviewed. Marketing strategies available for a
prescription drug facing competition from existing generic product involve a trade-off
between brand building and price competition.
A company can also resort to no marketing oriented strategies such as legal efforts to
extend patent protection or tactical alliances with generic makers and can
simultaneously implement different strategies, thereby creating a hybrid model. It is
nevertheless useful to review each strategy independently, starting from the most
common to the least common. Some of the strategies are discussed here
i) Low Price strategy: This strategy has the lowest potential for brand building. On
the other hand, narrowing the price gap with revital addresses the main problem
created by the expiry of the patent; that the equity of the brand can no longer sustain a
large price differential with what is, essentially, the same product. At the extreme,
comparing the price with the generic will make doctors, pharmacists and regulators
indifferent between the two and may force the weakest generic makers out of the
business, given their lower economies of scale. On the other hand, price competition
invites retaliation and can quickly degenerate into a price war that would kill all the
profits in the category. Another issue to be kept in mind here is that most doctors who
prescribe the drug are not aware of prices. Communicating the price to the consumers
is therefore an integral part of this strategy.
ii)
Divest strategy: - It involves cutting all promotional and research expenses
once the brand faces direct competition from revital and redirecting the savings
- 16 towards brands that are still enjoying patent protection. Sometimes, this ‘milking’
strategy actually involves price increases to take advantage of the higher brand equity
of the brand among the smaller segment of hard core loyal customers. This strategy
leads to the lowest levels of brand building as the brand is not supported and price
competition as the price advantage is not challenged. The success of this strategy
depends on the inertia of doctors, patients and the other Stakeholders. When their
motivation to switch to the newly-available generic is low, either because of low
financial incentives or strong attachment to the brand or to the value of brand equity
for funding research and development, such a strategy can deliver high profitability, at
least over the short term. As many examples have shown, it is not always easy to
convince doctors and patients to upgrade to the new patent protected drug in the
category and patenting these next-generation products is becoming increasingly hard.
One of the major drawbacks of this strategy is that it encourages generic makers to
challenge drug patents more aggressively, knowing that the market will be all theirs as
soon as they have received the green light. Introducing new and improved flavors,
packaging, or delivery systems can lead to additional emotional or functional
consumer benefits. The resulting differentiation enhances the awareness and image of
the brand and hence increases its equity. Because these innovations typically do not
extend patent life however, it is more difficult to pass the costs on to the consumer
when facing generic competition and hence, this strategy’s leads one step ahead
towards price competition. In addition, these improvements can be easily copied by
generics and thus often have only a weak impact on sales, while reducing margins.
These changes can also be perceived as marketing gimmicks and hurt the perceived
scientific integrity of the brands which Provide more value to the money.
- 17 iii) Innovation strategy sort of introducing a completely new molecule,
pharmaceutical companies can innovate by launching new forms and dosages or by
demonstrating effectiveness for new indications. They can also innovate by offering
better services for doctors and better communication on the illness and on the brand
through higher promotion by the medical representatives. Compared with the ‘Milk
and Divest strategy, this option also entails low price competition, but can improve
the equity of the off-patent brand by offering additional patent protection. On the
other hand, innovations require years of research before being authorized and, in some
countries, do not necessarily extend the duration of the patent. Provide more value for
the money introducing new and improved flavors, packaging, or delivery systems
(e.g. easy to swallow pills, or patches) can lead to additional emotional or functional
consumer benefits. The resulting differentiation enhances the awareness and image of
the brand and hence increases its equity. Because these innovations typically do not
extend patent life however, it is more difficult to pass the costs on to the consumer
when facing generic competition and hence, this strategy’s lead is one step ahead
towards price competition. In addition, these improvements can be easily copied by
OTC marketing companies and thus often have only a weak impact on sales, while
reducing margins. These changes can also be perceived as Marketing gimmicks and
hurt the perceived scientific integrity of the brand. Pharmaceutical companies can try
to fight at both ends of the market by introducing their own generic. This will reduce
the profitability of generic makers and may deter them from entering the category. On
the other hand, pharmaceutical companies have realized that producing and marketing
revital requires different skills to their traditional business and that it is difficult to be
a strong player in both business models.
- 18 To overcome this difficulty, pharmaceutical companies can license the drug before the
expiry of the patent in exchange for royalties. The new copy will typically be priced
higher than a true generic, but will benefit from first mover advantage, preferential
access to raw material and manufacturing know how, while still deterring entry from
other generic makers.
1.5.1 Invest in generics: - Pharmaceutical companies can try to fight at both ends of
the market by introducing their own generic. This will reduce the profitability of
generic9 makers and may discourage them from entering the category. On the other
hand, pharmaceutical companies have realized that producing and marketing generics
requires different skills to their traditional business and that it is difficult to be a
strong player in both business models. Finally it is inevitable that the competition
from generics will erode the profitability of the original brand and pharmaceutical
companies should not put up a fight and the continuous investments in brand building,
coupled with price cuts and at the end consumers, marketers both are happy.
1.5.2 Pharmaceutical Companies Business Strategies for Prescription Drugs: One of the constants of pharmaceutical company strategy over the past decade has
been increasing scale. Only by growing larger are companies able to afford the
considerable costs of drug development and distribution. Within this broad approach
at least two business models are discernable:
(i)
Super Core Model involving the search for, and distribution of a small
number of drugs from Chronic Therapy Area that achieve substantial global
sales. The success of this model depends on achieving large returns from a
ϵ
Generic drugs are marketed under a non-proprietary or approved name rather than a proprietary or
brand name.
- 19 small number of drugs in order to pay for the high cost of the drug discovery
and development process for a large number of patients. Total revenues are
highly dependent on sales from a small number of drugs
(ii)
Core Model in which a larger number of drugs from Acute Therapy Area
are marketed to big diversified markets. The advantage of this model is that
its success is not Dependant on sales of a small number of drugs.
1.5.2.1 Marketing approaches of Super Core Model: - In pharmaceutical market
there has been a significant shift from Acute towards Chronic Therapy area. Chronic
segments are driving the growth of the market as leading prescribers in these
segments are specialists as opposed to general practioners. This is evident from high
growth rates achieved by firms like Sun Pharma, Dr. Reddy Laboratories and Dabur
Pharma Ltd. who have focused on these segments.10 Medical representatives are
rearranged throughout the new companies and more or less some of the sales
representatives are afraid of losing their job, due to the changing scenario and the
possible lay offs. On the other hand, the new, bigger, pharmaceutical companies are
competing more and more with one another and in order to stress their products might
adopt a more aggressive sales strategy. For Example: sometimes in the same
geographical area there are five representatives for just one company, or different
representatives for the same drug in different settings. As a result of the new
aggressive strategy, the aggressiveness of representatives has also been increasing,
since the larger stress exerted by their companies might affect their stay in the
company. Therefore, they tend to have more frequent visits to encourage doctors to
10
Source S.K.Saxsena “A review of marketing strategies work by different pharmaceutical
companies”
- 20 prescribe drugs and thus increase sales. In this model medical representatives are the
key actors. For Example: in a small oncology11 unit almost 40 sales representatives
interacting with doctors, and most of them are coming for a visit on a regular once a
month basis as this is the restriction put by doctors of meeting only once in a month
that to on a fix time only, in order to stress the usefulness of their products and push
clinicians towards the use of their drugs. This means that basically there are at least
two representatives every day in busy clinic asking for a short meeting to support their
product. The pharmaceutical distribution channel is indirect with usually three
channel members i.e. depot/C&FA, stockiest and chemist and it is shown in figure
1.1.
CORE CUSTOMER
(Doctor)
END- CUSTOMER
(Patients)
NON CORE CUSTOMER
(Retailers)
CUSTOMER
(Stockiest)
CUSTOMER
(C & FA)
Fig.1.1: Pull System Working In Chronic Therapy Segment
11
Oncology is a branch of medicine that deals with tumours.
- 21 Pharmaceutical marketing is a specialized field where medical representatives form
the backbone of entire marketing effort. Moreover field force should have good
product knowledge of their products over other so as to convince doctors and PULL
the demand for their products i.e. from Doctor to Retailer to Stockiest to C&FA to
company.
1.5.2.2 Marketing approaches of Core Model:-Pharmaceutical companies appoint
one company depot or C&FA usually in each state and authorized stockiest(s) in each
district across the country. Company depot/C&FA send stocks to authorized stockiest
as per the requirement and then retail chemists buy medicines on daily or weekly
basis from authorized stockiest as per demand. Patients visit chemists for buying
medicines either prescribed by a doctor, advertised in the media or through any other
channel. Here patient is end customer and doctor is direct customer for any
pharmaceutical company but from the doctor’s point of view who acts as a direct
customer, he wants an effective supply chain management for prescribed company.
In present scenario companies are focusing more and more on the availability of
products so as to enjoy good image at the customer’s (doctors) workplace. Many
companies such as Glaxo, Pfizer, Dabur, FDC, Aventis and Cipla etc. are known for
their availability of products. For marketing of these types of products companies
require more and more field force to remind their products on daily basis to their
direct customer (doctor). Moreover field force should have good knowledge of
product schemes and offers. Also field force is required to have a good rapport with
retailers. Field force also required to ensure good availability of their products to
convince doctors and PUSH their products i.e. from to stockiest to doctor via retailer
and it is shown in fig 1.2. It has also been observed that sometimes there are more
than fifteen or sixteen representatives in a day are meeting with their customer and
- 22 requesting for same type of products. Although field force visits are important for an
update on drugs and their usage to the customers. The doctors are, in general,
sneaking away, trying to hide from sales representatives, since there are too many and
they are too pushy and there is very little time, and the representatives probably have
noticed that the reluctant doctors have always less time for short meetings and less
interest and tend to reduce the time of the visit.
CORE CUSTOMER
(Doctor)
END- CUSTOMER
(Patients)
CORE CUSTOMER
(Retailers)
CORE CUSTOMER
(Stockiest)
CUSTOMER
(C & FA)
Fig 1.2 Push System Working In Acute Therapy Segment
The relationship between medical Practitioner and representatives has always been
good and pharmaceutical companies have provided and are still providing the major
economical support for customers' continuous medical education towards the new
advancements in pharmaceutical industry and it is diagrammatically represented in
- 23 fig. 1.3. Something needs to be done to find a solution to this problem that takes into
account the needs of both pharmaceutical companies and their representatives on one
side and physicians on the other, for a better professional interaction so a push system
develops and in this system, doctors and retailers are the core customers and the major
thrust is given to build and retain these customers. Here retailers are also core
customer as most of the times they are substituting the products based on their own
discretion. For retaining and developing customers, the companies normally provide
gifts like sponsorship for various conferences like small gifts & sponsorship to remind
the products on daily basis.
Pharma Company
Company Depot/C&FA
Medical Representative
Stockiest
Chemist
Patient
Doctor
Source: SK Saxsena (Supply chain of Indian Pharmaceutical Industry)
Fig. 1.3 Relationship between the key players of pharmaceutical industry
1.6
Pharmaceutical marketing process and challenges: - Sometimes called
medico marketing or pharma marketing in some countries, is the business of
advertising or otherwise promoting the sale of pharmaceuticals or drugs. In the
- 24 pharmaceutical and healthcare industries, a complex web of decision-makers
determines the nature of the transaction (prescription) for which direct customer of
pharma industry (doctor) is responsible. Essentially, the end-user (patient) consumes a
product and pays the cost. Use of medical representatives for marketing products to
physicians and to exert some influence over others in the hierarchy of decision makers
has been a time-tested tradition.
1.7 Growth Rate of OTC Medicines: - India currently ranks 11th in the global OTC
market size. It is estimated that it will reach 9th position within five years. Currently
the Indian OTC market (including frank OTC medicines which are advertised and
deemed OTC brands, and ones that are non - advertised or Rx marketed but with large
OTC sales component) is estimated to represent approximately USD 1,813 million
(euro 1362 million) with an annual growth rate of 10.7 percent at the end of calendar
year 2009.12
Source: IMS Health market prognosis, March 2010
Fig.1. 4 Showing the growth of Indian OTC sales in US $ from 2006-07 to 20092010
12
Source Pharma Times 2011
- 25 Source: PWC report on Indian pharma 2013
Fig1. 5 showing the segment wise Indian OTC market percentage in 2013
Table 1.1 Showing top ten Indian OTC brands as per their sales and growth13
Top 10 Indian OTC brands
2008
S.no
Leading brands (Sales $Million) India
10.7
75.8
84.5
11.5
2 Vicks
72.4
81.9
13.1
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
17.6
20.7
18.2
10 Iodex
Source : Nicholas Halls DB6 2010
- 26 1638.9 1813.4
Growth'09/08
1 Dabur Chyawanprash
3 Boroplus
13
2009
Source: Pharma Outlook 2012
Fig. 1.6 showing the percentage of OTC and prescription drugs used by Indians
1.8
Branding in Pharmaceutical Marketing:- Branding is a key issue in the
pharmaceutical industry; product managers have evolved into brand managers and are
beginning to understand the dynamics of brand equity that lie at the heart of product
development and marketing. However, with no established 'best practices' in brand
management, those tasked with steering brands around the various hurdles and
challenges presented by pharmaceutical markets must use all available learning and
experience to help in building the leading brands of the future. Branding in
pharmaceutical industry largely depends on the type of product. Branding strategies
for Over-the-Counter (OTC) drugs would differ from branding strategies for
Prescription drugs. Pharmaceutical products are no longer just drugs, they are brands.
Though as a brand, it is possible to communicate a promise, an essence, and
aspiration which build loyalty. In the past and even today, pharmaceutical industry
branding is not prominent compared with the business-to-business and in consumer
segments but largely by choice. For decades, a pharmaceutical Companies brand
- 27 success formula was simple: discover a drug that was needed, introduce it to the
doctor via a medical representative, and watch the prescriptions get filled. What is
more, the products themselves, secured under a decade of patented protection, were
almost guaranteed to generate large profits. Integrated brand strategies were unheard
of and unimportant. Pharmaceutical branding is an important way of creating
awareness among the public to the potential benefits of drugs and medicines. The
marketing process and branding give the public ready knowledge of what the product
is about and thereby induces them to buy that particular product from among many
other similar products in the market. Marketing teams are spending more and more
resources on getting the name of the pharmaceutical product right. However naming a
drug or medicine is not the same as naming an electronic consumer product or FMCG
product careful thought and consideration to all important factors is required for a
pharmaceutical product. If the product is going to be sold internationally then the
name should not be wrong when translated into the local languages.
1.9 Understanding Consumer Behavior:- The term consumer behaviour is defined
as the behaviour that consumers displays in searching, purchasing, evaluating and
dispensing of products and services that they expect will satisfy their needs. The
modern day marketing discussion centers around the need for modern marketing to be
consumer oriented and to be concerned with the needs and wishes of the consumer
and thus, studying consumer behaviour is critical, for companies, in getting success of
the products in the market. The consumer is considered as king in today's scenario of
marketing. Gone are the days when manufacturers could have sold anything to the
consumers. Now a days it is consumer whose buying preferences decide what should
be manufactured, in what quantity and what should be the quality of the product more
or less it depends upon the 4p’s of marketing mix and 4c’s of consumer mix.
- 28 Thus a marketer has to take into account various factors while deciding on marketing
a product as consumers have different preferences and some times totally diverse
preferences. So the task of manufacture and marketer becomes onerous and therefore
it is very important to understand the consumer behaviour. Understanding consumer
behaviour is still arduous in the field of pharmaceuticals as the target customer is not
the end user but the influencer i.e. the doctor who generates the prescription.
1.10 Consumer Behavior in Pharma Sector: - Unlike direct 'seller to user sales'
pharma selling is a multiple tier process. Here the consumer/user is not in direct
contact with the salesman. Here the medical practitioner decides on the behalf of
patient/consumer, which product needs to be bought, in what quantity, when to be
consumed and how long to consume. Hence regular, continuous study of prescribing
behavior of physicians is very important for pharmaceutical marketer and this
consumption and purchase mechanism/behavior is shown in fig 1.7 and the cause of
purchase behavior and impact of advertisement will be discussed in chapter 4.
Medical Practioner
Influence
Feed back
Feed back
Salesman
Buys from
Consumer
Sells to
Distributor
Sells to
Whole seller
The Distribution Chain
Fig 1.7
The Distribution Chain
- 29 -
Influence
Buys from
Retailer
1.11 Consumer Pyramid:
This is a very efficient tool in the hand of the marketer to study consumer behaviour
even more closely. This pyramid has four tiers:
1. Platinum tier: - It includes heavy users/prescribes who not price sensitive are
and who are willing to try new offerings.
2. Gold tier: - They are also heavy users but are more prices sensitive. They ask
for more discounts, free samples etc. and are likely to prescribe several brands.
3. Iron tier: - It consists of customers who are spending volumes; profitability
and prescribing pattern do not merit special treatment from the company.
4. Lead tier: - It consists of customers who actually cost the company money
because they claim more attention then is merited by their spending, tie up
company resources and spread negative work of mouth.
The four tiers described above can be compared with traditional New Product
Adoption Process as described in fig 1.8 along with the percentage. The first tier,
platinum tier can be compaired with the "Innovators" as these customers are trying to
experiment and accept new offering from the companies. The next tier i.e. gold tier
can be compared with "Early adopters and Early Majority" as these customers are
responsible for growth phase of a product life cycle due to substantial use of the
products. The third tier i.e. the iron tier can be compared with "Late Majority" who
have adopted the product very late in the product life cycle and are very cautious
while using the products and the brands. And the last tier i.e. lead tier can be match up
with the "Laggards" who would hardly try the product and actually drains out the
companies resources.
- 30 (Source: Consumer Behaviour in Pharmaceutical Marketing)
Fig 1.8
New Product Adoption Process
1.11.1 Factors Influencing Consumer Behavior
The various factors influencing consumer behaviour are: 1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
5. Psychographic factors
1.11.1.1
Cultural Factors: - Culture is the fundamental determinant of a
persons want and behaviour. Companies often design specialized marketing programs
to serve each subculture. This programme is called diversity marketing. The effect of
culture upon a consumer’s behaviour is considerable, and culture is a factor which has
the greatest influence (Kotler 2003). Culture creates the foundation of the individual’s
values, opinions and behaviour, and is learnt from the other members of society or
from school and institutions that play a significant part of one’s environment and
these traits constitute what the consumer values, wants are and therefore do affect the
- 31 way consumer acts. Culture also consists of different subcultures that group people
by their nationality, ethnicity, geographic location, religious views or by their set of
shared values. By targeting members of a specific culture or sub-culture, businesses
can tailor their marketing mix to match the needs and values of that segment. (Kotler
2003). Consumers are more prone to accept products that are in line with the values,
preferences, customs and norms of their culture. Nonethe-less, a culture is constantly
evolving and the values, social structures, worldviews and other cornerstones of the
culture change through time. Society is divided in social classes which group
members of society that have a similar social status and a comparable behaviour and
these social classes display the hierarchy of society, and are characterized by a set of
factors (Solomon et.al. 2006). A common way to determine a consumer’s social class
is through the income, occupation and education but these are only factors that
influence how the person is ranked in society. To determine the accurate social class
is not always easy or obvious as the social classes can also change through time when
people climb up the corporate ladder or even change to an occupation of a lower rank.
Also, new family relationships can have a rapid change on someone’s status and
social class. For Example: The people of Germany pronounce the letter 'V' as 'F' so
while pronouncing word VICKS they call it FIX, rather than VICKS so the marketing
of VICKS in Germany led its name to be changed to suit the German Culture. Indians
are much more oriented towards ayurvedic or herbal medicines. It is in the Indian
culture to use Neem, Tulsi and Haldi etc. So, it's much easier to position non allopathic drugs in India because of its cultural set up.
1.11.1.2
Social Factors: - A consumers buying behaviour is also affected by
the people around. Family is a strong entity that has an influence on buying
behaviour. This includes both the parents, as well as the spouse/husband and kids with
- 32 whom the consumer might regularly spend his time. Through the upbringing, parents
teach their children about love, self-esteem, economics, politics and so forth. With
this guidance the influence of the parents does not cease to affect the child even after
the child no longer lives with the parents, and therefore can have an influence on the
consumers behaviour throughout life. The opinion of a spouse and kids can directly
affect and guide the purchasing decision. According to Kotler et.al. (2005) there is
however, a big difference of influence by a spouse depending on the product category,
and there are several buying roles that a per-son can take on. The buyer is not always
the user, and thus the purchase may be made for someone else keeping that person’s
opinions in mind. The initiator is the one who comes up with the idea of buying a
certain product or service, whereas the influencer is the one who’s opinion matter and
is taken into consideration when making a purchasing decision. The final decision
about whether or not to buy, and how, when and what to buy is made by the decider.
(Kotler et.al., 2005).
The social factors which influence consumer behaviour are:
i.
Reference group
ii.
Family
iii.
Social status and role
1.11.1.2.1
Reference group: - A reference group consists of all the groups that
have a direct (face to face) or indirect influence on the person's attitudes or behaviour.
Now these reference groups have an opinion leader and they are the persons who offer
advice or information about a specific product or product category and suggest which
brand is best (should be discussed in chapter 4). A marketer should know how to
reach and influence these opinion leaders in order to influence consumer purchase
- 33 behaviour. For Example: In pharmaceutical field while marketing a product, it is
important to identify certain Key Opinion Leaders (KOL) who have influence on the
prescription pattern of other doctors in specific areas or have wider geographical
reach. If these KOL's start prescribing the product, many doctors also prescribe the
product.
1.11.1.2.2
Family: - Family is an important determinant of social factor. If there
is a physician whose father is also a physician it is natural that he will have a liking
for the same drug that his father used to have.
1.11.1.2.3
Social status and role: - The person’s position is defined in terms of
role and status. People choose products that communicate their role and status. A
physician depending on its specialty, experience and social status will go for the drug
that will match his social status. A well known renowned physician will surely go for
the branded drugs rather than generic drugs. Further prescribing pattern will also have
influence depending on the types of patient a doctor treats. For rich patients a doctor
may prescribe costly products while for a poor patient he may not do so. This means
that buying capacity of patient also influence’s the doctor’s in their prescription.
1.11.1.3
Personal Factors: - Consumers can furthermore be segmented
according to their personal characteristics and personality type that shape their
consumer behaviour. Research can bring out per- sonality traits that are common for
users of certain products, and thus describe and group consumers that hold specific
characteristics. Consumers can for instance be grouped depending on if they are
social, confident, aggressive or adaptable because they may portrait similarities in
behaviour due to these characteristic. Not only are personality and personal traits
affecting the consumer’s behaviour but also the consumer’s self-concept. The selfconcept stands for the way the consumer does see himself and the way he evaluates
- 34 his own attributes. The self concept is related to the buying behaviour seeing that an
individual’s belongings often demonstrate what the person is like or how the person
is? Nevertheless, there are three types of self concepts to take into account when
drafting a marketing strategy or seeking to understand consumer behaviour. The
actual self-concept does display how a person sees himself. In addition the person has
an ideal self-concept which reflects how he would ideally like to see himself.
Additionally there is the self-concept of others which shows how the person thinks
that other people see him. Thus the consumers behaviour can be influenced by any of
these three self-concepts and the consumer can either act according to what he thinks
he is, what he wants to be or according to what he believes that others think he is.
(Kotler et.al 2005). Depending on how positive a consumer’s actual self concept is the
better is his self-esteem. Advertisement can have great influence and shape the
consumer’s self-concept and self-esteem as consumers compare them to what they see
in advertisements. Consumers can create a link between the advertised product and
the person displayed in the advertisement, and form their personal image of the
product brand accordingly. This brand image can then influence the decisions, the
consumer makes when choosing between available products (Solomon et.al 2006) and
the level of influence will be discussed in coming chapters.
The various personal factors which influence consumer behavior are:
i.
Age and stage in the life cycle
ii.
Occupation and economic circumstances
iii.
Life Style
iv.
Personality and self concept
- 35 1.11.1.3.1
Age and stage in life cycle: - The choice of product and brand differs
with age. With the increase in age and experience of physicians, their prescribing
behaviour changes as they behave as laggards in new product adoption process.
Younger physicians can easily go for new drugs or brands. Whereas the experienced
doctors mostly go for renowned, well established or well known drugs or brands. It
may be easier to convince a younger doctor to try a new product or a brand as
compared to an experienced doctor as they are early adopters. The most important
determinant factor is the place of work i.e. whether he works in a government
hospital, general hospital, and private hospital or in a private clinic and accordingly to
that doctors used to prescribe drugs of different brands.
1.11.1.3.2
Personality and self concept: - Personality is the individual
characteristic that makes a person unique as well as consistent in adjustments to the
changing environment. It is an integrated system that holds attitude, motivation and
perception together. Further a doctor that has learnt in his early stages, For Example:
during study or internship, is likely to be loyal to a particular brand rather than
switching to other brand and companies should focus on developing a self concept
among doctors about a companies products and I had studied during my field research
that the young doctors or interns, residents only prescribe those drugs which are
recommended by their seniors or by professors.
1.11.1.4
Psychological Factors: - Motivation can be used to describe one’s
behaviour and it can be seen as the reason behind one’s actions. Motivation is what
drives individuals to attain a certain goal. When the consumer feels a need, there is
tension that the consumer wants to eliminate by satisfying that particular need. If the
drive to reach that goal is strong enough the consumer will possess a motivation that
drives and pushes him towards its realization (Solomon 2006). In accordance to a
- 36 theory outlined by Sigmund Freud14, consumers are not fully aware of their true
motivations and are not always able to explain them. Freud’s theory points out that
unconscious motive which have their roots in the individual’s childhood affect the
consumer’s choices. The theory also acclaims that consumers may base their product
choice on a product’s symbolic meaning, in order to be able to satisfy a desire that is
not acceptable but which the consumer can find symbolised in an acceptable product
(Solomon et.al.,1999). Abraham Maslow15 on the other hand, explains motivation
through his hierarchic pyramid where consumers are motivated by needs that have a
different classification and that are part of a hierarchy (Kotler et.al., 2005). With the
help of the five senses; taste, smell, sight, touch and hearing, consumers interpret their
surroundings. With the process of choosing, organizing and interpreting stimuli
consumers create their own perception. Because the perception of a person differs to
one another, the buying behaviour does as well. Consumers are drawn to prod-ucts
not only by their practical function but also by the hedonic features of the product.
The added value that a competitor’s product has can simply be the emotional value
that it has for the customers (Solomon 2006).
The major physiological factors are:
i.
Motivation
ii.
Perception
iii.
Learning
iv.
Beliefs
v.
Attitudes
14
Sigmund Freud was an Austrian neurologist, now known as the father of psychoanalysis.
Abraham Harold Maslow was an American psychologist who was best known for creating Maslow's
hierarchy of needs.
15
- 37 1.11.1.4.1
Motivation: - A motive is an internal emerging force that orients a
person's activities towards satisfying a need or achieving a goal. The motives may be
rational or non rational. e.g. rational motives for a doctor are price, efficacy, patient
compliance and economy of a medicine while prescribing. Non rational are prestige,
comfort and pleasure. Convenience is the factor which is both rational and non
rational at the same time. Motives often operate at subconscious level, hence are
difficult to measure. For example, Nutriment is a product marketed by Bristol Meyers Squibb16 to be used as an additional energy supply after exercise and play etc.
as a fitness drink. But it was found that this product was heavily used by drug addicts,
as they were not able to digest a regular meal. So, the motivation to purchase
nutriment was completely different from the thinking of the company.
1.11.1.4.2
Perception: - It is the process by which an individual selects,
organizes and interprets information inputs to create a meaningful picture of the
world. It varies from individual to individual. One doctor might perceive a fast talking
medical representative as aggressive and insincere, another as intelligent and helpful.
While prescribing a product one doctor may not feel so.
1.11.1.4.3
Learning: - Learning involves changes in an individual's behaviour
arising from experience. Learning reflects and individual's capability to comprehend
new things based on experience .It is important that doctors learn about new products
and new treatment therapy. Pharmaceutical companies have to make a doctor learn
about new therapy and treatment options by providing relevant literature and
apprising doctors about advances in pharmaceutical sciences. For Example: Biogen
used multi paged advertorials to launch and position their product called Amevine for
treatment of psoriasis. They used the learning psychology of physicians to position
16
Bristol - Meyers Squibb is an American pharmaceutical company
- 38 their product. Some of the physicians who are techno-savy are also attracted by the
medical representatives as they use e-Detailing17 technique which is a broad and
continually evolving term describing the use of electronic, interactive media to
facilitate sales presentations to physicians. Some of the pharmaceutical companies are
using this method to communicate key marketing messages to physicians. But how
many physicians want to use e-marketing as a learning tool also attributes the success
of a pharmaceutical company in adopting new methodologies of product promotion. If
doctors are not willing to adapt to evolving techniques and so the efforts spent by a
pharmaceutical company would go waste and thus understanding the learning curve
of customers is also important.
1.11.1.4.4
Belief and Attitude: - A belief is a descriptive thought that a person
holds about something. People's belief about a product or brand influences their
buying and prescribing decisions. If a physician has belief in the product of one
company, he will prescribe it in spite of equivalent products available from
competitors. Customers begin service experiences with some level of trust, but the
quality of the delivered service determines whether the trust level rises or falls. The
customer's confidence in the service is especially important in healthcare but
whenever if a customer is unhappy with the service offered by the sales officer of one
company, he is likely to have a negative view about the company.
1.11.1.5
Psychographic Factor:- It is much more important to know what sort
of patient has a disease. This is the kind of thinking a marketer needs to have while
dealing with psychographic behavior of the consumer (Psychography is the science of
using psychology and demographics to better understand consumer behaviour). Here
marketers believe that positioning occurs not in the market place, but in the
17
e-Detailing use of electronic, interactive media to facilitate sales presentations to physicians
- 39 customer's mind. Psychographic studies are mainly based on VALS (Value, Attitudes
and Life Style survey). This VALS consists of eight segments:
Primary Motivation
Ideals
Achievements
Self expression Innovation
High
Thinkers
Achievers
Expressions
Innovators
Low
Believers
Strivers
Makers
Survivors
This is done basically to break the market into meaningful places. Internally
homogenous but externally heterogeneous. For Example: Johnson and Johnson has
used psychographics to position its OTC analgesics, Mortin (for aggressive
dedicators) and Tylenol18 (for cautious ones).
1.12 Buying Preferences of Indian consumer:- A promo survey conducted by
Brand Equity has revealed the consumer buying behaviour of the Indian consumer. It
is observed in the survey that majority of Indian consumers does shopping not
because of the product but the purchase of a specific product offers them a chance to
win great gifts. This survey was particularly carried out to find out the demand of
particular brands, analyzing buying behavior, reasons that drive brand loyalty,
preferences for promotion tools, participation mode and prizes. Although this kind of
survey may be hard to find in Indian context for the doctors while prescribing a
product, it can be fairly assumed that while prescribing a particular brand doctors are
likely to prefer those brands that offers them tangible and intangible benefits attached
18
Tylenol is a pain reliever and a fever reducer used to treat many conditions such as headache, muscle
aches etc.
- 40 to the brand. Tangible benefits are gifts, samples, participation in CME (Continuing
Medical Education) or conferences etc. where as intangible benefits include patient
compliance, duration of therapy (generally duration of therapy should be short)
effectiveness of the product, company image etc. A specific survey of this kind would
throw the light on the prescription of doctor in India.
1.13 Brand or Generic: - This is the biggest doubt a physician has in his mind when
he has to prescribe a medicine. The choice between a brand and a generic is always a
difficult one. Generally marketers believe that there are two factors which motivate
the doctor to prescribe brand or generic drug:
1. Physicians evaluate the relative efficacy of brand name drugs and their generic
substitutes and prescribe the brand name drugs when they are associated with
therapeutic gains and outweigh their relatively higher cost to patient.
2. Physicians tend to prescribe branded drugs, even without evidence of their
therapeutic superiority, because neither they nor their insured patients bear
these drugs increased cost with respect to generic substitutes. If this hypothesis
is true (should be discussed in chapter 3), moral hazard is evident in
physicians prescribing behavior because they are little or no incentive to
internalize the drug costs.
1.14
Promotional Spending for Prescription Drug: - Pharmaceutical company’s
efforts to promote prescription drugs have attracted the attention of policymakers
because such activities may affect the rate at which different drugs are prescribed and
consumed, the total amount spent on health care and what ultimately are the health
outcomes. Those promotional activities usually undertaken on behalf of brand-name,
rather than generic, drugs may influence consumers and health care professionals
- 41 through a variety of channels. For example, advertisements for prescription drugs that
are aimed at consumers may prompt individuals to seek medical treatment they might
otherwise have delayed. Such advertisements may also influence individuals to
request a specific drug that is higher or lower in price or that is more or less effective
than one they had previously used. Promotional efforts aimed at physicians may help
them keep abreast of the latest drug therapies and improve their ability to treat
patients. Those efforts may also lead doctors to prescribe brand-name medications
that are more expensive than alternatives. The way that pharmaceutical manufacturers
promote prescription drugs has changed significantly in the past decade. Until the late
1990s, pharmaceutical manufacturers confined their marketing efforts largely to
physicians and other health care providers. In the late 1990s, however, drugmakers
began marketing directly to consumers a practice known as direct-to-consumer (DTC)
advertising. The Food and Drug Administration (FDA) issued draft regulatory
guidance in 1997 (which was finalized two years later) that clarified the agency’s
expectations about the way information in DTC advertisements should be presented in
the broadcast media. Since then, the manufacturers of many prescription drugs have
increased their purchases of air time on television and of advertising space in
newspapers and magazines in an effort to make consumers aware of their products
and to encourage them to visit their doctors to request a prescription. In 2008,
spending on DTC advertising totaled $4.7 billion, nearly one-fourth of pharmaceutical
manufacturers’ expenditures for all promotional activities. Those developments may
be having an impact on the functioning, cost, and effectiveness of the nation’s health
care system.
1.15 Marketing to Physicians and Consumers :- Drug companies use advertising
and promotions in much the same way that producers of other goods do to inform
- 42 consumers about an advertised products existence and uses and, if alternatives are
available, to persuade consumers that the advertised product is better than competing
products. If successful, advertising can spur demand for the good and therefore boost
its producer’s sales and profits. Pharmaceutical manufacturers incur most of the costs
of producing a drug during the research and development phases and during the
process of gaining the FDA approval to put the drug on the market. Any additional
sales that advertising generates can be highly profitable because the prices that
manufacturers receive for their products generally exceed the cost to manufacture and
distribute those additional units. Drug companies face a different task in making sales
than do the producers of most consumer goods, however because several separate
actors must be persuaded that a prescription drug merits purchasing. First, a consumer
must perceive that visiting a doctor to seek diagnosis and treatment offers a benefit.
Then, following an examination to diagnose the patients condition, the doctor must
determine an appropriate treatment and when warranted write a prescription. Finally,
the consumer must fill that prescription for the manufacturer to make a sale. (In many
cases, the individual’s insurer can also influence prescription drug purchases by
determining whether or not to include a drug on the formulary of drugs it covers and
by deciding how large a copayment to assign to it. Recognizing that both consumers
and physicians take part in the decision to purchase a drug, pharmaceutical
manufacturers adopt different marketing strategies for reaching each group. Direct-toconsumer advertising appears in magazines and newspapers, on television and radio,
on outdoor billboards, and increasingly online. Drug companies also promote their
products to physicians in a variety of ways. They send sales representatives to meet
with physicians, nurse practitioners, and physicians assistants in a practice called
detailing. During those sales calls, the representatives discuss drugs manufactured by
- 43 their company that are relevant to the physician’s specialties, and they may provide
product samples and reprints of academic literature that discuss their companies
products.
In
addition
to
detailing,
pharmaceutical
manufacturers
purchase
advertisements for their drugs in medical journals. They also sponsor professional
meetings and events, both in person and online, including some that offer physicians
credit for continuing medical education.
1.16
Different Marketing Strategies for Different Drugs:- Pharmaceutical
manufacturers use different marketing strategies for the drugs they produce. Many
drugs are promoted solely to physicians, with no attempt to reach consumers. Others
are heavily promoted to consumers and, in varying degrees, to physicians as well. That
different marketing strategies are used for different drugs is not surprising because
there is no consensus among experts about the effects of such strategies on the sales or
prices of prescription drugs. For DTC advertising, studies that have analyzed the
effects for a few specific drugs or classes of drugs have shown mixed results; the
writing and filling of prescriptions increased for some advertised drugs but not for
others. For detailing, some analyses have found positive effects on the number of
prescriptions written for the targeted drug, but others suggest that detailing’s effects
are unclear.
1.17 Market Characteristics That Influence Promotional Strategies :- A
pharmaceutical manufacturer’s decision to use DTC advertising or other types of
marketing tools depends on the potential size of the market for a given prescription
drug, the current competition in that market, and the amount of time that has elapsed
since the drug received FDA approval. Manufacturers may also choose to alter their
marketing mix over time, especially as new competitors enter the market, the
manufacturer faces the end of a drugs patent protection and the entry of generic
- 44 versions on the market, or the manufacturer introduces new dosage forms, extended
release versions of a drug, or new combination drugs. The balance of this brief focuses
on those issues for the two largest components of pharmaceutical manufacturers
promotional expenditures detailing and DTC advertising. (Sleath et.al., 2001) centered
around the doctors as an important source of communication for consumers. (Ganther
et.al., 2001) found that older segments have greater faith in doctors and are less
skeptical towards healthcare. Regardless of whether prescription or OTCs are
concerned, medical practitioners have a unique and often multiple roles in the
purchasing process of pharmaceutical products. They may be the deciders who make
the buying decision for their patients when prescribing drugs or they may play the role
of influencer or gatekeepers in the case of OTCs or hospitals dispensaries (Liu 1995).
1.18 The purchasing process: - The consumer evaluates different alternatives that are
available in the market before a consumer makes a choice of a product. During this
process various product attributes to which a consumer is associated with each product
option can be evaluated and its importance determined (Kotler et.al, 2005). The
evaluation of alternatives can either be very extensive at times and rather narrow and
fast at others. Consumers can create different rules that help and facilitate their
decision making, and decreases the amount of information that they will process. The
consumer narrows down the alternatives by the help of his or her personal heuristic
rules. These rules can be of various natures and can represent different assumptions or
mindsets. They can be related to their personal beliefs about products and companies,
if they associate product familiarity with product quality, or how they interpret product
quality based on indications that they obtain from a product’s visual appearance. Some
consumers tend to judge a book by its cover and it is common to associate high price
with good quality, or to form beliefs of product attributes based on the country of
- 45 origin (Solomon et.al., 1999). Companies occasionally use advertisement to connect
their products with feeling of nostalgia, sometimes even sad longing of the past,
because these feelings that arise can influence the consumer to choose a certain
product over another (Solomon et.al., 1999). In some cases the buying behaviour can
turn into a habit where the consumer does not need to put effort into making a
decision. Such a buying habit can stem from a brand loyalty where the consumer feels
strongly and positively about a certain brand and thus makes consciously a choice to
buy a product of that particular brand. A personal connection to the brand can be
developed over time and reinforces the habitual buying behaviour and makes the
consumer less prone to switch to any other brand. For other consumers the habitual
buying behaviour does often come from inertia when the consumer is reluctant to put
effort into the decision making process. As a result the consumer develops behaviour
of buying a product out of habit. Because there is not a strong personal connection to
the product or the brand itself, the consumer is prone to switch to other brand. The
reason for a change of product can be the opportunity to easily buy another product
due to better availability or price (Solomon et.al., 1999). All product purchases are not
planned and the purchasing environment can influence the consumer to buy products
that the consumer was not intended to buy. Consumers sometimes shop by impulse
when they cannot resist buying a product that they all of a sudden feel a strong desire
for. The purchasing can likewise be spontaneous, where the purchase is not planned
upon but the consumer is led to buy the product because of a re-minder in the store,
because the consumer is in hurry or any other reason that incite the consumer to buy
(Solomon et.al., 1999). To measure how well advertisements affect consumer
behaviour and therefore sales is not an easy task. The expenditure on advertisement as
well as sales results can be compared to previous experience, or different amounts of
- 46 money can be spent on advertisement in similar locations to measure variations in the
sales results that each location generates (Kotler et.al., 2005). It is known that many
consumers are unable to recall advertisements that they have been exposed to. This
does raise a concern for the advertising company, since there is reason to assume that
the consumer may not remember the product or the advertised message at point of
purchase. However, the influence on the buying behaviour of a consumer that is able to
recall an advertisement is not positive in every case. Consumers tend to not only
remember advertisements that they like, that raise strong emotions or that
communicate a message that they believe in, but also advertisements that do the
opposite. Those recalled advertisements may have an unwanted effect and makes the
consumer avoid that product (Solomon et.al., 1999).
1.19 The Role of the Consumer (Patient):- Physicians have traditionally treated
patients largely as passive participants in a process that affects patients’ health
outcomes. This model is appropriate for diseases that are acute (For Example: a broken
leg) and for patients who believe that the doctor knows best. However, patients now
have access to detailed information about diseases and medications, and are
increasingly inclined to assert their perspectives especially for chronic diseases. This
suggests a multi agent prescription decision and follow up process that includes
compliance with the prescribed course of therapy.
1.20 The Prescription Decision: - Given that many diseases are chronic in nature, the
assumption that there exists a single agent (Physician or Consumer) maximizing their
utility seems strong. There exists some research that demonstrates that the tradeoffs
made by physicians in prescribing a course for a patient do not necessarily align
themselves with patient preferences (Fraenkel et.al., 2004). An open area of research
therefore is the development and testing of models that incorporate the utilities of both
- 47 the physician and patient in arriving at the prescription decision. For example: Misra
(2004) allows two types of physicians those who strongly value patient utility and
those who value it less and for two types of patients new and continuing. He then
specifies a model that maximizes utility for the physician-patient combination. The
design of systems that allow patients to have a bigger say in the choice of therapy is
another open area of research. A system like this should be based around a model that
is able to elicit patient preferences for various attributes of a therapy in real time,
quantify the tradeoffs and suggest the most preferred treatment for a patient based on a
patient/disease/time specific utility function (methods to calibrate such functions are
well known in the medical and marketing literatures).
1.21 Compliance or Post – Purchase Behaviour: - Consumer post-purchase
behaviour is an important determinant of product usage, satisfaction and repeat
purchase behavior. For patients, non-compliance leads to medical complications
(Loden and Schooler, 2000) and increased health-care costs (Johnson and Bootman,
1995). For pharmaceutical firms, lost sales, driven by brand switching and negative
word of mouth that result from perceived product failure, are estimated at $ 15–20
billion annually (Beavers, 1999). Poor compliance also leads to lower customer
retention, resulting in lowered prescription revenue for pharmacy retailers (Huffman
and Jackson, 1995 & Jackson et.al., 1996). Given this, it is not surprising that the
compliance problem has been called the holy grail of pharmaceutical marketing (Van
Der Pool, 2003). The medical literature has identified hundreds of social, economic,
medical and behavioral factors associated with poor compliance. The important ones
are the severity of the condition, salience of the condition, price and misconceptions
and misguided expectations from the therapy (Fincham and Wertheimer, 1985). A
surprising conclusion from a multitude of studies is that demographic variables are
- 48 very poor predictors of compliance when condition specific effects are controlled for
(Sabate, 2003). In terms of the role of marketing on compliance (Bowman et.al., 2003)
study the determinants of compliance behavior using a unique set of patient diaries.
Using a comprehensive set of covariates and a linear latent class model, they find a
number of compliance drivers that are consistent with the medical literature and
marketing constructs. Their finding that an upcoming physician visit increases
compliance is particularly robust. With respect to advertising, they find that different
market segments of patients have varied responses (sometimes negative) which they
attribute to inflated expectations set by ads. (Wosinska 2005) uses a large patient panel
to test whether the number of missed therapy-days decreases with the level of DTC
advertising expenditure. She finds a positive effect of DTC advertising on compliance
for patients taking the competitor brand and a negative effect on compliance for the
advertised brand. While this is surprising, the economic significance of both these
effects is very small. She hypothesizes that the negative effect is due to the advertising
providing information not only about the benefits, but also about the drug’s associated
risks.
1.22 The Role of Price: - The increased expenditure for drug promotion will affect the
price of the prescription drugs and this in turn will have an adverse impact on the
expenses on health care. In India same molecules are sold by different pharmaceuticals
under different brand names. To cite an example: there are over hundred and forty
brands of omeprazole19, a proton pump inhibitor20, available in India used for stomach
ulcer. How does a doctor select a brand? What are the factors that influence the
prescription behavior of the doctor? What is the influence of pharmaceutical marketing
19
Omeprazole is used to treat gastro esophageal reflux disease (GERD) and other conditions caused by
excess stomach acid
20
Proton-pump inhibitors (PPIs) are a group of drugs whose main action is a pronounced and longlasting reduction of gastric acid production
- 49 on prescription behavior? There are no recently published studies that have addressed
the factors that influence the prescription behavior of physicians in India.
This study also aims to identify the factors that influence the prescription behavior of
physicians.
1.23 Chapterisation Scheme
The whole study has been divided into five chapters:
Chapter 1: Introduction
Chapter 1 is the Introduction presents the meaning, features and rationale of OTC
drug advertisement, role of various communication media in buying decision process,
various factor that influence consumer purchase behavior and doctor prescription
behavior. The last section consists of the rules and regulations which controls the
Indian Drug Industry in the sales and advertisement of OTC and non OTC drugs
along with the sales and growth figures of the Indian Drug industry in various years.
Chapter 2: Review of literature
Chapter 2 consists of literature review regarding various mode of advertisement,
impact of advertisement, OTC and Prescription drugs, DTCA, Brand Advertising,
How ads can influence consumer behavior and doctor prescription behavior.
Chapter 3: Research Methodology:Chapter 3 consist of Research Methodology presents need and scope of research, pilot
study, Data collection, discussion about questionnaires, Sampling design and brief
summary of tools used for analysis
- 50 Chapter 4: Data Analysis:Chapter 4 presents detailed analysis of demographic variables of doctor and consumer
that influence consumer and prescription behavior, Influence of prescription decision
with advertisement, Impact of Pharmaceutical Advertisement on doctor's Prescription
behavior, Influence of Medical Representative on doctors, Importance of medium
providing information about medicines.
Chapter 5: Summary and Conclusions
Chapter 5 includes the summary and conclusions of the study of the impact of
advertisement and further recommendations.
- 51 CHAPTER- 2
REVIEW OF LITERATURE
The broad reviews of literatures are:
1.
Shweta Vats (2014):- A study on “impact of direct to consumer advertising
through interactive internet media on working youth”. This research paper analyzes
the effect of social media promotion of prescription medicine on behavior of working
youth. It also studies the adoption of social media by working youth for collecting
information on Prescription drugs. This study also aims at getting an insight into
correlation between demographic factors and attitude and perception for social media
based prescription drug advertisement.
2.
Ravindra Goyal and Pranav Pareek (2013) - A study on “A Review Article on
Prescription Behavior of Doctors, Influenced by The Medical Representative In
Rajasthan, India”. This study examines that Medical representatives provide
incomplete medical information to influence prescribing practices; they also offer
incentives including conference, Seminars, national and aboard sponsorship. Doctors
also demand for gifts and other incentives, they look to every medical representative
as a blank cheque for themselves, as when doctors' associations threaten to boycott
companies that do not comply with their demands for sponsorship. Manufacturers,
chemists and medical representatives use various unethical trade practices of
particular interest was the finding that chemists are major players in this system,
providing drug information directly to patients.
3.
Mahmoud Abdullah Al-Areefi, Mohamed Azmi Hassali, Mohamed Izham and
Mohamed Ibrahim (2013):- A study on “Physicians’ perceptions of medical
- 52 representative visits in Yemen: a qualitative study”. This paper concluded that
physicians
are aware that the medical representatives could influence their
prescribing decision; they welcome representatives to visit them and consider
receiving free samples, gifts and various kinds of support as a normal practice. The
findings provide insight into possible target areas for educational interventions
concerning pharmaceutical marketing. Such a finding will provide the basis for
policymakers in the public and private health sector in Yemen to develop a suitable
policy and regulations in terms of drug promotion. Support as a normal practice. The
findings provided insight into possible target areas for educational interventions
concerning pharmaceutical marketing. The present qualitative study found that the
majority of the physicians had positive interactions with medical representatives. The
physicians main reasons stated for allowing medical representatives’ visits are the
social contacts and mutual benefits they will gain from these representatives. They
also emphasized that the meeting with representatives provides educational and
scientific benefits. A few physicians stated that the main reasons behind refusing the
meeting with medical representatives were lack of conviction about the product and
obligation to prescribe medicine from the representative company. Most of the
physicians believed that they were under marketing pressure to prescribe certain
Medicines.
4.
Chintan H Rajani (2012):- Another study to “A study to explore scope of
direct to consumer advertisement (DTCA) of prescription drugs in India”. This study
explorer the scope of direct to consumer advertising of prescription drugs in Indian
market. This study also concluded that there are certain benefits and harm associated
with DTCA. Key benefits of DTCA are preventive care for under diagnosed
conditions and patient’s psychological confidence for improving treatments which
- 53 must be balanced against adverse factors like self medication, rising drug costs,
confusion and fear of side effects.
5.
Lau, A., Fernandez-Luque, L. and Armayones, M. (2012): A study report on
"Social media in health what are the safety concerns for health consumers ".This
paper presented possible harm that social media can inflict on consumers when
misused. Social media has the potential to overcome many of the reading and writing
barriers in health literacy. However, due to the salient nature of social media and the
social influences surrounding its use, consumers and patients are likely to be
subjected to greater risks when unsafe content is consumed than in the pre-social
media world.
6.
Mackey,K. and Liang,A. (2012): A study report on "Globalization, evolution
and emergence of direct-to consumer advertising: Are emerging markets the next
pharmaceutical marketing frontier? " concluded that Pharmaceutical advertising has
undergone a rapid evolution due to Globalization,
changing patient-provider
relationships, emerging health-related technologies, growing importance and
expanding “business” of global health. Yet, pharmaceutical marketing can have
adverse health and economic outcomes, especially if left unregulated and allowed to
proliferate and cross geopolitical borders in the uncontrolled digital environment.
Emerging markets may represent the next logical step for digital DTCA proliferation,
given their untapped market potential and explosive growth, but they are especially at
risk given the ambiguous regulatory treatment of digital DTCA.
7.
Myers, D. S. (2012): A study report on " Face book and Pharmaceutical
Companies: An Industry in Need of Guidance " concluded that Delayed guidance has
not stopped many of the world’s largest pharmaceutical companies from establishing
- 54 a presence on Face book. These pharmaceutical companies have been cautious in the
use of social media concentrating on science or social responsibility while keeping
away from user-generated content and specific product information. These companies
do not currently have Face book pages relating to any specific drug therapies. This is
likely to change if the FDA guidance provides companies the assurance that such an
activity is not a violation.
8.
Zain-Ul-Abideen and Salman Saleem (2011):- A study on "Effective
advertising and its influence on consumer buying behavior”. This study investigates
the relationship between independent variables which are environmental response and
emotional response with attitudinal and behavioral aspect of consumer buying
behavior, by tapping the responses of 200 respondents using telecommunication
services and indicate that there exits a weak association between environmental
response with the consumer buying behavior including the attitudinal as well as
behavioral aspects of the consumers buying behavior.
9.
Gu,Williams., Aslani and Chaar (2011): A study report on " Direct–to–
Consumer Advertising of Prescription Medicines on the Internet: An Australian
Consumer Perspective " .The study aimed to investigate the DTCA encountered by
Australian consumers when searching the Internet for common health- or medicinerelated questions. The results confirmed that Australian consumers were exposed to
DTCA of prescription medicines on the Internet. Although Australia is a DTCArestricted country, consumers are not exempt from exposure to advertising of
pharmaceutical products, including prescription medicines, on the Internet.
10.
Montoya Ricardo, Oded Netzer, and Kamel Jedidi (2010) - Another study on
“Dynamic Allocation of Pharmaceutical Detailing and Sampling for Long-Term
- 55 Profitability". This present a two-stage approach for dynamically allocating detailing
and sampling activities across physicians to maximize long-run profitability. In the
first stage, he estimate a hierarchical Bayesian, non homogeneous hidden Markov
model to assess the short- and long-term effects of pharmaceutical marketing
activities.
11.
Dhaval Dave and Henry Saffer (2010):- A study to "The impact of direct-to-
consumer advertising on pharmaceutical prices and demand". This study investigates
the separate effects of broadcast and non-broadcast DTCA on price and demand,
utilizing an extended time series of monthly records for all advertised and nonadvertised drugs in four major therapeutic classes spanning 1994-2005, a period
which enveloped the shifts in FDA guidelines and the large expansions in DTCA. The
costs of DTCA result from increased drug prices and increased use of more expensive
drugs in place of equally effective lower-priced drugs.
12.
Glinert, L. (2010): A study report on " Prescription drug brand Web sites:
Guidance where none exists " .This study shows that use of the social media is a fastgrowing part of this picture. The credibility that users have been attributing to Internet
health information has been consistently high. Majority of the health-seekers said they
believed all or most online health information, and that they had not seen any wrong
or misleading health information on the Internet.
13.
Vanessa Khim (2009):- A study on “Pharmaceutical Direct-to-Consumer
Advertising and Print Media". This study examined which type of pharmaceutical
direct-to consumer (DTC) advertising would be the best marketing strategy for
pharmaceutical companies to use. The main argument was that one-to-one marketing
in the forms of print media and the Internet was the best strategy over mass media
- 56 marketing in the forms of television and radio. In this study the Results showed that
the best method for DTC advertisements is one-to-one marketing through magazines
and websites. Through this method consumers can be targeted by pharmaceutical
companies. In addition these advertisements offer clear information that a consumer
and understand and retain. If consumers can retain information about a DTC
advertisement they have a better chance of purchasing the medication.
14.
Pantelic, D. (2009): A study report on “Internet as a Medium of
Pharmaceutical Companies Promotional Activities” concluded that Internet as liberal
and hard to control medium brings entirely new sets of solutions and/or problems to
pharmaceuticals marketers. The nature of the product, legal regulations and ethical
principles create an environment in which the marketers need above average
creativity and care of the target audience, message content and choice of appropriate
communication channels for the message to produce the desired effect.
15.
Janet Hoek (2008):- Another study on " Ethical and practical implications of
pharmaceutical direct-to-consumer advertising". This paper examines healthcare
marketing and discusses the evolution, ethics and effects of advertising that promotes
prescription medicines directly to potential end-users. As a highly visible and
controversial element of healthcare marketing, DTC merits special attention since its
use is both restricted and under review, its regulation takes widely varying forms and
its social and medical consequences have generated ongoing disputes.
16.
Paddison, A. and Olsen, K (2008):- A study report on "Painkiller purchasing
in the UK An exploratory study of information search and product evaluation", This
paper shows that interpersonal communication from family and friends is crucial in
purchase decision making due to its credibility and empathy. Interpersonal
- 57 communication can be instrumental as a substitute of pharmacists if it is deemed
trustworthy. It would be beneficial for companies to identify the structure and strength
of the influences of interpersonal/organizational exchange of information, which
could gain synergistic effect.
17.
Davies, M. (2008): A study report on “Listening to Consumers in a Highly
Regulated Environment. Nielsen Online ".The study indicates the roles of consumers
and corporations have changed significantly since the rise of the Internet. YouTube
give consumers platform to voice opinions about products and brands. Consumers
choose social media sites including discussion boards, blogs and online groups. The
anonymity of the Internet affords a comfort level that encourages individuals to share
details about their symptoms, treatment history and experiences with their doctors, the
efficacy and side effects of medication, the impact of their condition on their own
lives and more. At the same time, the ubiquity of the internet can provide a
connection between experienced patients and someone newly diagnosed.
18.
Vigilante,W.J., Jr. Mayhorn,C.B. and Wogalter,M.S. (2007): A study report on
"Direct-to consumer (DTC) drug advertising on television and online purchases of
medications”. The Result of this study indicated that participants frequently encounter
DTC ads and some report information seeking as a result. Participants reported
infrequently making online (Internet) purchases of prescription drugs possibly due to
safety and legal concerns. DTC ads influence interactions between doctors and their
patients. People appeared to be engaging in information seeking after they
encountered DTC advertisements. Another trend occurring with the proliferation of
DTC ads is the explosion in the use of the Internet. Internet provides opportunity to
purchase drugs online that might bypass physician’s restrictions.
- 58 19.
Saurabh Kumar Saxena:- This article on "A review of marketing strategies
work by different pharmaceutical companies". His article presented the changing
marketing strategies when a pharma company shift Acute base to Chronic therapy
base. This research paper also gives an insight about shift in supply chain process and
customer and end-customer perception which is the base of formulation of different
marketing strategies.
20.
Manchanda, P. and Honka, E (2005): A study on “the effects and role of
direct-to-physician marketing”. This paper examine the physician attitudes toward
detailing and detailers and concluded that There is also strong evidence that detailing
affects physician (prescription) behavior in a positive and significant manner. While
this relationship is tolerated by physicians and promoted aggressively by detailers.
The results also demonstrate that while physicians claim to tolerate it as a necessary
evil, it evidently has an impact on prescription behavior via both a subjective and an
objective path. They are therefore heavily invested in this mode of promotion.
21.
Donna U. Vogt (2005):- A study report on “Direct-to-Consumer Advertising
of Prescription Drugs”. This report examines legislative concerns and options on risk
and health information as they relate to advertising of drugs. It also discusses
activities that could be undertaken with current legislative authority to address
concerns about DTC advertising; and examines options for new statutory authority on
DTC advertising.
22.
Anantharaman Radhika, Parthan Anju and Mary Shepherd (2005):- A study
report on “A Brand’s Advertising and Promotion Allocation Strategy: The Role of the
Manufacturer’s Relationship with Distributors as Moderated by Relative Market
Share ". A comprehensive study found a weak relationship between DTCA and price
- 59 for 20 heavily-advertised drugs, and concluded that DTCA costs ‘did not drive price
increases. It has also been argued that some new drugs are more expensive, as
companies endeavor to recover high R&D investments. However, newer drugs are
more effective and help to lower the costs of non-drug spending.
23.
Kravitz, Richard L., Ronald M. Epstein, Mitchell D. Feldman, Carol E. Franz,
Rahman Azari, Michael S. Wilkes, L, Hinton. and P, Franks.(2005): A study on
"Influence
of
Patients'
Requests
for
Direct-to-Consumer
Advertised
Antidepressants." shows that DTC advertising leads to an increase in prescriptions for
both patients with conditions that are undertreated, and conditions for which drugs are
at the margin of therapeutic benefit. According to them, “the benefits of advertising
will tend to dominate when the target condition is serious and the treatment is very
safe, effective, and inexpensive. Harms are most likely to emerge when the target
condition is trivial and the treatment is relatively perilous, ineffective, or costly.”
24.
Frank Windmeijer, Eric de Laat, Rudy Douven, and Esther Mot (2004):- A
study on" Pharmaceutical Promotion and GP Prescription Behavior". This study
examined the responses by general practitioners to promotional activities for
pharmaceuticals by pharmaceutical companies. Promotion can be beneficial for
society as a means of providing information, but it can also be harmful in the sense
that it lowers price sensitivity of doctors and it merely is a means of establishing
market share, even when cheaper, therapeutically equivalent drugs are available and
concluded that conclude that, on average, GP drug price sensitivity is small, but
adversely affected by promotion.
25.
Pioch, E.A. and Schmidt, R.A. (2004) :- A study report on " Community
pharmacies as good neighbours? A comparative study of Germany and the UK"
- 60 .They found that pharmacists have simultaneous roles; they have commercial interest
in selling and also providingimpartial advice. So, a conflict may exist between
commercial roles and professional duties. The majority of the consumers believed that
pharmacists seldom have the time to provide medication services.
26.
Kaphingst, K.A., Dejong, W., Rudd, R.E., and Daltroy, L. H. (2004): A study
report on "A content analysis of direct-to consumer television prescription drug
advertisements" concluded that most DTCA gave consumers more time to absorb
facts about benefits than risks, which could have implications for the ‘‘fair balance’’
requirement. Some risk statements in the ads lacked important contextual information.
DTCA uses both medical and lay terms to convey medical ideas, suggesting that
consumer-friendly language is not used to communicate all information in the ads, as
urged by FDA (U.S. FDA, 1999). Complete references to additional product
information was given only in text, casting doubt on whether the advertisements were
making ‘‘adequate provision’’ for dissemination of detailed product information. All
advertisements included at least one statement that directed consumers to seek more
information.
27.
Weissman, J.S., Blumenthal, D., Silk, A.J., Newman, M., Zapert, K., Leitman,
R. and Feibelmann, S. (2004): A study report on “Physicians report on patient
encounters involving direct to-consumer advertising” in which surveys of physicians
show a mixed picture. Some physicians appreciate DTCA for increasing patients
‘awareness, encouraging patients to seek medical advice for conditions that might
otherwise go untreated, and improving doctor-patient communication.
28.
Bhattacharya J. and Vogt G. (2003):- A study on “A Simple Model of
Pharmaceutical Price Dynamics” present a model of price and promotion
- 61 determination over the drug life cycle. In this model the pharmaceutical company
faces a multi-period optimization decision and simultaneously manages price and
promotion to influence consumer and physician knowledge about their drugs.
Bhattacharya and Vogt (2003) show that the dynamic profit maximizing strategy for
the firm is to initially employ a relatively high level of promotion and to set a
relatively low price. These levels will not only increase current quantity demanded,
but also raise future demand since high promotion and low prices increase the
physicians and the consumers stock of knowledge about the drug. Since knowledge is
costly to acquire, physicians’ prescribing patterns can be sticky, and consumer use
may also be sticky especially for chronic conditions, a high level of current demand
translates into high demand in future periods.
29.
Murray, E., L, Bernard., Pollack, L., Donelan, K., Lee, K.,(2003):- A study on
“Direct-to-consumer advertising: physicians views on its effects on quality of care
and the doctor-patient relationship” found that found that 48% of patients believe
DTCA promotes unnecessary visits to doctors offices and 38% believe the ads cause
patients to “take up more of the doctors time.” It is difficult to determine whether this
increase in time is beneficial for the patient to convey new concerns to their
physician, or whether physicians are merely correcting the false expectations created
by the emotional appeals in the advertisements. Most likely, the increased time is
beneficial for advertisements that discuss widely under-diagnosed conditions, and
harmful for conditions that are at the margin of clinical benefit.
30.
Mintzes, B., Barer, L., Morris, Richard L., Kravitz, K Bassett, Joel L.,
Arminee K., Robert G. Evans, Richard P. and Stephen A. Marion., (2003) “How Does
Direct-to-Consumer Advertising (DTCA) Affect Prescribing?”
Showed that
physicians believed patients who requested a drug were knowledgeable about the
- 62 therapy. This perception of knowledge may be translated to the perception of patient
expectation for a prescription, potentially leading to inappropriate prescribing:
evidence shows that many patients who request drugs based solely on DTC
advertisements have not been informed about the true efficacy of the drug, and may
have misunderstood the side effects of the medication. Therefore, physicians may be
mistaken in their perception that the patient is well informed, leading to questionable
prescriptions as both the patient and physician believe that the other is more informed.
31.
Joel Lexchin and Barbara Mintzes (2002):- A study on “Direct-to-Consumer
Advertising of Prescription Drugs: The Evidence Says No”. This research examine
that there is little rationale for direct-to-consumer advertising of prescription drugs.
Most new drugs offer little if any therapeutic advantage over existing products.
Direct-to-consumer
advertisements
frequently
downplay
safety
information.
Physicians are highly ambivalent about prescribing advertised drugs requested by
patients. There is no evidence that direct to consumer advertising results in any
improvement in health outcomes.
32.
Lyles, A. (2002):- A study on “direct marketing of pharmaceuticals to
consumers” shows that direct to consumer advertising of pharmaceuticals to
consumers follows changing social and economic trends which recognize patient
autonomy in healthcare management. DTCA is also a reaction of the pharmaceutical
industry to more restrictive prescription drug benefits and to the uncertain
effectiveness of relying only on traditional marketing activities such as medical
journal advertisements and detailing individual physicians
33.
John E. Calfee (2002):- A study on “Public Policy Issues in Direct-to-
consumer Advertising of Prescription Drugs” .This study examines that DTC ads
- 63 appear to provide valuable information
(including risk information), induce
information seeking (mainly from physicians), prompt patients to discuss conditions
not previously discussed, and generate significant positive externalities including the
possibility of improved patient compliance with drug therapy. The author suggests
that a further relaxation of FDA rules would accelerate the dissemination of valuable
information, with favorable consequences for drug development and consumer health.
34.
Sengupta S. (2002):- The study report on "Prescription Drug Advertising: The
Effectiveness of Pitching Directly to Consumers" examined what demographic
variables were related to DTC ad exposure and recall rate. Female consumers showed
significantly higher exposure rates than males, and females were more likely to recall
advertised drugs. Another significant relationship was found between household
income and ad exposure and recall of the ads. Households with higher incomes were
more likely to be exposed to DTC ads and to recall brands of the advertised drugs.
The relationship between age of the respondent and ad exposure was not significant.
35.
Merrill Matthews Jr (2001):- This policy report “who’s afraid of
Pharmaceutical advertising?” concluded that As the market for prescription drugs
becomes more competitive, consumers have more choices of high-quality drugs at
reasonable prices. It is competition and DTC advertising-not government regulationthat enables the choices and will enhance the benefits. If legislators and health policy
experts want to ensure that more drugs are available at lower prices, they should
consider policies that encourage advertising and competition.
36.
Irfan Sharfoddin Inamdar and Dr. Malhar Jayant Kolhatkar (2001): This study
on" Doctor’s expectations from pharmaceutical products (medicine) which will
influence their prescription behavior". This study focuses on finding the need of
- 64 customer and giving a focused approach to the marketing team so that efforts will be
directed at most important factors and concluded that consumer looks for basic
products like packaging, brand names and other augmented product benefit however
in case of medicinal product doctors have given more importance to the core product
benefit.
37.
Eichner, R. and Maronick, T.J. (2001) A study report on "A review of direct-
to-consumer (DTC) advertising and sales of prescription drugs: does DTC advertising
increase sales and market share?” found that consumers are increasingly aware of
DTCA, and are often times requesting medications seen in advertisements. This kind
of activity has raised some concern amongst physicians who want to ensure that
consumers are provided with a fair-balance of benefit versus risk in formation.
38.
Wilkes, M.S., Bell, R.A. and Kravitz, R.L. (2000):- A study on “Direct to-
consumer prescription drug advertising: trends, impact, and implications”
report in a
recent survey that more than one-third of respondents reported asking their doctors for
information about a drug they had seen or heard advertised, and nearly one-quarter
asked for the drug itself. Of these, three-quarters reported that their doctors provided
the requested prescription.
39.
Anselmi Kenneth (2000):-
A study report on “A Brand’s Advertising and
Promotion Allocation Strategy: The Role of the Manufacturer’s Relationship with
Distributors as Moderated by Relative Market Share”. This study reveals that the
relative market share may be influenced by manufacturer’s advertising and promotion
allocation decision. He also added that advertising develops the manufacturer’s
relationship with the distributors and allocation to promotion can be increased in
terms of discrete relationship among them. Brand with low relative market share may
- 65 experience greater opportunity for advertising in relational exchange and pressure for
promotion in discrete exchange.
40.
Hoffman J.R and Wilkes M.S (1999) - A study report on “Direct to consumer
advertising of prescription drugs: an idea whose time should not come”. They express
their views on basis of their experience in US that DTCA, unreasonably increases
consumer expectations, forces doctors to spend time disabusing patients of
misinformation, diminish the doctor-patient relationship because a doctor refuses to
prescribe an advertised drug, or results in poor practice if the doctor capitulates and
prescribes an inappropriate agent.
41.
Rizzo.J (1999):- A study report on “Advertising and Competition in the
Ethical Pharmaceutical Industry: The case of Hypertensive Drugs”. Rizzo, studies the
effect of detailing expenditures on the price elasticity of anti-hypertensive prescription
drugs. He finds that increased detailing efforts reduce the price elasticity. This
reduction may consequently result in higher prices, though Rizzo does not examine
the direct link between detailing and price. The study is based on pooled annual data
from 1988 to 1993, which predates the DTCA policy shift, and only considers direct
promotion to physicians.
42.
Thompson, CA.(1998): A study report on “Consumer Ads Build Awareness
But Not Understand of Advertised Medications, Survey Reveal” in which
Advertisements are recalled at the highest rate by patients suffering from allergies,
osteoporosis, hypertension, or arthritis, which have therapies that are highly
advertised through DTCA. Despite the fact that consumers ages 53 to 89 are most
likely to take a medication for one of these conditions, this age groups is the least
likely to recall a prescription drug advertisement.
- 66 43.
Peyrot, M., Alperstein, N. M., Doren, D. V. and Poli, L. G. (1998):- A study
on "Direct-to-Consumer Ads Can Influence Behavior" created and tested a model to
explain consumer prescription drug knowledge and drug brand requesting behavior.
They included four factors that influence consumer knowledge and drug request
behavior: demographic factors such as age, gender, race, and socio-economic status,
media exposure, attitudes toward DTC prescription drug advertising, and awareness
of prescription drug advertising. The model indicates that demographic factors such as
gender, income, education, and race/ethnicity significantly affect knowledge and drug
requests. Attitudes toward advertising and advertising exposure moderate the
influence. Media exposure increases exposure to advertising and in turn, increases
knowledge and leads to drug requests. Attitudes toward drug advertising affect
behavioral outcomes, but the research results showed a somewhat confusing pattern.
People believing that advertising educates consumers tended to have greater drug
knowledge. They also found that negative attitudes toward drug advertising were
associated with greater drug knowledge.
44.
Hopper, J.A., Speece, M.W. and Musial, J.L. (1997):- A study report on
“Effects of an Educational Intervention on Residents Knowledge and
Attitudes
Toward Interactions with Pharmaceutical Representatives “collected information on
the effects of an educational intervention aimed at training physicians in interactions
with sales representatives. They surveyed residents and faculty before and after the
intervention. Before the intervention, physicians slightly agreed that contact with
detailers was not beneficial, but strongly disagreed that it might influence their
prescribing in negative ways. However, physicians were rather neutral about whether
interactions were likely to influence the prescribing behavior of other physicians in
negatives ways.
- 67 45.
Lynda M. Maddox (1997):- A study report on “The use of pharmaceutical
Web sites for prescription drug information and product requests" found that while
patients are quite comfortable discussing a prescription drug that is advertised, those
exposed to DTCA may be less likely to initiate discussion and are unsure whether or
not they will seek additional information.
46.
Caudill, T.S., Johnson, M.S., Rich, E.C. and McKinney, W.P. (1996):- A
study report on “Physicians, Pharmaceutical Sales Representatives, and the Cost of
Prescribing" surveyed physicians about their attitudes toward the educational value
and behavioral influence of pharmaceutical sales representatives. Physicians agreed
that sales representatives provided useful and accurate information about newly and
already established drugs, but only slightly agreed that they performed an important
teaching function. Physicians strongly agreed that sales representatives should be
banned from making presentations where the physicians practice.
47.
Berndt, E., Bui, L., Reiley, D., Urban, G., (1995):- A study report on
“Information, Marketing and Pricing in the US Antiulcer Drug Market”. This study
considers the role of detailing, medical journal advertisements and DTCA in the
market for anti-ulcer drugs prior to the shift in FDA guidelines. Thus, the DTCA
examined in this study was very limited and confined only to print media. They find
that the promotion stock increases demand for anti-ulcer drugs, with the strongest
effect found for detailing and the smallest effect found for DTCA. This pattern of
results, suggesting that detailing may be more effective in raising sales than DTCA.
48.
Williams, J.R. and Hensel, P.J. (1995):- A study report on "Direct-to-
Consumer Advertising of Prescription Drugs,” conducted a path analysis to determine
the path from DTC ad exposure to purchase. They found that educational level and
- 68 health status were negatively related to attitudes towards DTC advertising and in turn,
attitudes toward DTC advertising were significantly related to the intention to seek
more information from a friend and a pharmacist. They did not find a significant path
from exposure to visiting with a doctor, who is considered the most important
information source.
49.
Basara, L.R (1994):- A study report on " Practical considerations when
evaluating direct-to-consumer advertising as a marketing strategy for prescription
medications" proposed several reasons for the increase including, increasing ability
of consumers to influence physicians, the use of advertising to manage safety
concerns and educate consumers, the use of advertising to influence physicians
through the repetition of key marketing messages. and the use of advertising as a
differentiation strategy.
50.
Walker G. (1993):- A study report on" Code of practice for the pharmaceutical
Industry "This report examines that in India now the daily visit of the doctors should
be twelve and four visit to each doctor in a month. Drug samples can only be provided
to a doctor in response to a signed request and should not exceed four days' treatment
for a single patient. In Sweden, the representatives must meet a group of doctors after
obtaining an appointment from the head of the department. On an average only two
such meetings per year are permitted. The promotional material is screened by the
head of the department and the presentation by representative allowed, only it the
product information is new and scientific.
51.
Lagace, Rosemary R., Dahlstrom, Robert and Gassenheimer, Jule (1991):- A
study on “The Relevance of Ethical Salesperson Behavior on Relationship Quality:
The Pharmaceutical Industry” showed that the salesperson's ethical behavior and
- 69 expertise positively affected physician attitudes (especially trust and satisfaction). It
also found that the frequency of visits did not significantly affect satisfaction.
52.
McKinney, W.P., Schiedermayer, D.l., Lurie, N., Simpson, D.E., Goodman,
J.L., Rich, E.C. (1990):- A study report on “Attitudes of Internal Medicine Faculty
and Residents Toward Professional Interaction with Pharmaceutical Sales
Representatives “examined physicians' attitudes toward detailing and its potential for
ethical compromise. They found that physicians had somewhat negative attitudes
toward the educational and informational value of detailing activities, but also
acknowledged sales representatives' support for conferences and speakers.
53.
Perri, M.W. and Dickson, M. (1988) :- In the study "Consumer Reaction to a
Direct-to-Consumer Prescription Drug
Advertising Campaign" examined a
relationship between DTC ad exposure and patient behavior measured in the form of
drug inquiry. Applying the consumer information-processing framework, they tested
factors that might influence the relationship, such as involvement and medical
conditions. They conducted research through observation and a survey with patients
who visited doctors after exposure to a direct mail campaign. Even though they found
no significant relationship between involvement and the behavioral outcome,
consumers’ medical condition was significantly related to drug inquiry behavior.
54.
Proctor, R. and M.A. Stone. (1982):-A study report on marketing research,
noted that the principal aim of consumer behavior analysis is to explain why
consumers act in particular ways under certain circumstances. It tries to determine the
factors that influence consumer behavior, especially the economic, social and
psychological aspects that can indicate the most favored marketing mix that
management should select. Consumer behavior analysis helps to determine the
- 70 direction that consumer behavior is likely to make and to give preferred trends in
product development, and attributes of alternatives communication method etc.
Consumer behaviors analysis views the consumer as another variable in the marketing
sequence, a variable that cannot be-controlled and that will interpret the product or
service not only in terms of the physical characteristics, but in the context of this
image according to the social and psychological makeup of that individual consumer
(or group of Consumers).
55.
Lumpkin, J.R. and Greenberg, B.A. (1982):- A study report on “Apparel-
shopping patterns of the elderly consumer "
found that the elderly rated every
information source, i.e., newspaper, magazines, radio, TV, etc. lower in importance
than their younger counterparts. More adept consumers can also deviate from
pharmacists’ advice and make purchases on their own personal experiences.
56.
Nies, E.A. (1982):- A study report on " Drug Information Sources: For
Academic and public Libraries “explain that Generally, OTC drugs are available
without prescription and in most cases are advertised directly to the public.
Consumers are becoming familiar with OTC drugs, due to extensive advertising by
companies. The trend towards self medication is likely to grow towards these
products.
- 71 CHAPTER- 3
RESEARCH METHODOLOGY
3.1- Need for this research: The broad areas in which research is needed were
identified before specific objectives or hypothesis of the research were formulated. It
was felt that research is needed to find out the following.
1. How print pharmaceutical advertisements attract the attention of the consumer?
2. Up to what extent pharmaceutical advertisement aware to the customer and finally
consumers buy the product?
3. To know the impact level of pharmaceutical advertisement on consumer behavior.
4. How the theme of pharmaceutical Advertisement influence the buying behaviors.
5. How the visual presentation, illustration attract the attention of buyer?
6. How to make the right pharmaceutical advertisement for different age group,
male, female, lower income, middle income and higher middle income people?
7. What is the impact of pharmaceutical advertisement with respect to different
Occupation, marital status and educated people?
8. What should be the suitable medium for advertisement to get the consumer and
Doctor’s attention?
9. Up to what extent celebrities play a major role in placing the OTC drugs among
the Consumer and doctor.
10. How electronic media effects on consumer purchase behavior among the youth.
11. How promotional activities, other facilities and gift items alters the prescription
behavior of doctors.
12. How various sources like medical representative, clinical papers impact on
doctors?
- 72 13. What is the importance of ethical issues while prescribing the drugs?
14. What is the importance of brand in prescription of drugs?
15. What is the importance of frequency of pharmaceutical advertisement?
3.2- Scope of the research:-Advertising plays an important role to aware the general
public about the product or services. The drug market is highly competitive, and
consumer advertising is a prominent influence in drug purchase and consumption. To
aware about the public, advertisement is very effective to tell about the product or
services. As far as Uttar Pradesh State is concern it is the largest state in terms of
population and growing very fast. If make it a country then it may be sixth largest
country in the world in terms of population, so we have a great demographic
diversification in Uttar Pradesh. Advertisements reach each place whether it is hill
area or plane area in any form whether it may be print, electronic or word of mouth
etc. People In Uttar Pradesh speaks different languages, have different cultures and
various other practices that’s why every type of advertisement is very effective
because of reach ability of the news paper, magazines, television sets and internet
facilities. As far as the advertiser concern, it is the duty of the advertiser to make
effective advertisement. In Uttar Pradesh, every kind of people is living i.e. Low
income, Middle income and higher income people. Here every brand is available
whether the product is prescribed or non- prescribed.
3.3-Desk Research:- This was the first step of the research process. The three thrust
area of the desk research was.
1- To know about the pharmaceutical advertisement to doctor.
2- The Indian pharmaceutical advertising medium.
3- The market for OTC Drugs like painkillers, ointments, coughs syrups etc.
- 73 The details of review of literature on advertising and its impact on consumer behavior
have already been given in the previous chapter. The next chapter will contain details
about the other thrust areas.
3.4- Pilot Study: - It was decided to conduct a pilot study for the following reasons.
1- To finalize the method of measuring advertising effectiveness (including testing
and its validity) this will be used in the main empirical research.
2- To finalize the questionnaires to be used in the main empirical research.
3- To gain familiarity with the field work and the problems that can occur at different
stages of the research.
At the beginning of the pilot study, a list of tentative hypothesis and information
needs was made to ad in the preparation of the questionnaires. After several
preparations of the questionnaires given in appendix was finalized. The questionnaires
were made only in English.
Sampling for the pilot study: - Lucknow District was given as the geographic scope
of the pilot study. Lucknow District is our sample area
Data Collection for the Pilot Study:- 50 response sheets (of doctor and consumer
each) were filled from the Lucknow District. The distribution of urban responses was
more or less in proportion to the size of street. The unit for which data was collected
the household and Hospitals.
Data analysis for the pilot study:- An analysis was to be done on the computer with
the help of SPSS software. The data captured in the response sheet was given numeric
codes and entered on to coding sheets, to facilities data entry on C.O data was
checked and corrected before analysis could begin. The main emphasis was on the
- 74 analysis needed for testing the validity of the measurement. Other than that, one way
frequencies of the important variables were obtained and only the major hypothesis
were tested. After analyzing the data we found some problems undertaking the
questionnaires, then we changes according to the research.
Main Empirical Research: - Work done for the main empirical research is being
discussed below under various sub headings.
3.5-Research design: - This research based on descriptive research or quantitative
research. . In this descriptive research Cross-sectional study used to compare
demographical variables with attitude of the respondent. There were seven
demographic variables such as Family Size, Age, Gender, Educational Qualification,
Occupation, Family Income and Marital status of the of the consumers and
demographic variables for doctors such as Gender, Qualification, Regional Status of
practice place. This study identifies and evaluates the Sales promotions activities
adopted by pharmaceutical companies to influence the behavior of doctors and
customers. Factors affecting prescription behavior of doctors and consumers’
preferences towards the particular companies drugs affect the sales of the companies.
The promotional activities and change in the perception of consumers after
confronting with the promotion activities adopted by the companies have also been
examined. Basically this research is describing the population surveyed and its
characteristic, so it is descriptive research
3.6-Data collection method: In this research data collected from primary source and
as well as secondary source. The secondary data collected from Governing Bodies,
magazines, news papers, journals and other published material. Internet also used for
collecting secondary information. The primary data collected through questionnaires.
- 75 In the questionnaires three kinds of scaling used namely Nominal and Ordinal scale &
Interval to know the respondents demographic profile and attitudes towards the
advertisement.
3.7-Questionnaires: - Set the work done up to this time provide valuable inputs to
designing both the questionnaires. They were prepared in English. The coding plane
of the responses was decided before hand. The structures of the data file in which the
data was to be entered, was also decided before hand. Hence, it was possible to
incorporate into the questionnaires the no. of the field in which the data was to be
entered. This made the subsequent steps of data collection and data entry earlier. In
this research SPPS software used for analysis and interpretation of the hypothesis.
There are two types of questionnaire were prepared which are as:A-The questionnaire of the direct consumer have following distinct points.
1. An introductory paragraph.
2. The identification information.
3. The Demographic variables asked (Q1a to Q1g).
4. General information regarding advertisement (print, radio, television, word of
mouth) (Q3 to Q4).
5. Some information asked to know about the advertisement media used for common
OTC medicines (television, news paper, friends and relative) (Q5 to Q6).
6. In this section some questions were asked to know the impact of the OTC
Advertisement and the need creation (Q7 to Q8).
7.
In this portion questions were asked about the attention paid by the consumer and
the aspect of the product (Q9 to Q10).
- 76 8. Asking buyer buying behavior and influencing factor in selecting the medicines
for Common diseases (Q11 to Q13).
9. Asking needed information in terms of Likert Scale to rate the medicine
advertisement (Q14).
B-The questionnaire of the Doctor (customer) have following distinct points:1.
An introductory paragraph.
2.
The identification information.
3.
The Demographic variables asked (Q1a to Q1c).
4.
The general information asked about the position and consultation
(Q1d to Q1h).
5.
To know the importance of medium providing information about medicine
(Q2a to 2g ).
6.
To know the reliability of information provided through different media
(Q3a to Q3g).
7.
To know the Medical Representatives (MRs) visiting hours (Q4a to Q4b).
8.
The importance of promotional items (Q5a to Q5f).
9.
To know about prohibiting bodies that influence promotional activities (Q6).
10. To ask about effectiveness of information (Q7a to 7g)
11. To know the information about brand medicine, generic medicine, importance
of DCA etc. (Q8 to Q13)
12. To ask about importance of promotional channels (Q14a to Q14 g)
13. To know the importance of celebrities specialized channels, regulatory acts,
creativity frequency of advertisement etc. (Q15 to Q21).
3.8 Study Variables:- Variables measured in this study are the cumulative scores for
consumer and doctor’s perceptions of both OTC drug advertising & prescription drug
- 77 advertising concerning their attitudes, beliefs about the effects of drug advertising and
the impact of drug advertising on consumer and doctor, on the selection of drug
products by the patients and . The scores were obtained using a series of survey
questions to address each of the given objectives.
Other variables included the demographic factors such as gender, practice hour,
Qualification, number of years of practicing as a doctor; and other miscellaneous
factors such as where and how often are OTC drug advertisements seen by the
subject, frequency of patient interaction regarding OTC drugs and prescription
volume.
3.9 Sample Selection: - The study population consists of doctors & consumers
licensed in the hospitals and other place also.
SAMPLING DESIGN: - Target populations for the collection of data are residential
doctors and some patient in the hospitals during the period of collection of data. The
period for the collection data is different for various hospitals. The research has spent
on average three days at the single hospital in the process of collecting data from
doctors as well as patients. Non probability systematic convenient sampling technique
has been used by us for the collection of data on the basis of Age, Gender, Education,
Occupation, Marital status, Family monthly income for consumers and qualification,
position hold by respondent, no. of practice hours, years of practice place of practice,
Out Patient Department (OPD) frequency etc. for doctors.
1. Universe: - The first step in developing any sample design is clearly defining the
set of objects to be studied. In this research universe is finite. Geographical region
divided on the basis of different location Divisional head quarter of Uttar Pradesh
such as, Lucknow, Allahabad and Kanpur districts. Again each divisional
- 78 headquarter stratifies on the basis of different location to collect the information. The
objective was that each group represents the universe.
2. Sampling unit:-A decision has to be taken concerning a sampling unit before
selecting sample. In this research, sample unit stratified on the basis different age
group, male and female, different education level, occupation, family monthly
income, and marital status of the respondents for consumers and qualification,
position hold by respondent, no.of practice hours, years of practice place of practice,
o.p.d frequency etc. for doctors. The sample had drawn from the districts of 3
Divisional head quarter namely Lucknow, Allahabad and Kanpur.The reason behind
selection of these district as sample unit due to:a) High No. of Hospitals.
b) These district having medical college and due to this high number of patients came
for cure of the disease.
3. Size of sample: - This refers to the number of items to be selected from the
universe to constitute a sample. The total no. of sample size was 200 for doctor and
400 for consumer.
4. Sampling Technique: This study is broadly on sales promotion activities adopted
by pharmaceutical companies. The populations which are included in the study are
basically residing in those regions.
So, researchers have used the ‘convenience
random sampling’ which was performed purposefully. Researchers have collected the
data only from those people, who are either doctor in the hospital or the patient in the
hospital during that period or other place also.
3.10 Survey Instrument: - The instrument used for the study is a questionnaire,
constructed by the researcher. The questionnaires were constructed to obtain
- 79 responses from the target sample group of consumer & doctors about the impact of
pharmaceutical advertisement. The questionnaires was made in English
The survey consists of two parts. Part-I is comprised of consumers consist of 14
questions.
Q.1a to 1g was used to know the demographic variables of the respondents such Age,
Gender, Education, Occupation, Marital Status, and Monthly family incomes. Q.2 to
4 was asked to know about advertisement, medium of advertisement and how the
advertisement affects the consumer.Q.5 was used to know the medium of
advertisement more affective for common use medicines (OTC).Q.6 was used to
know by which suggestion consumer will purchase common use medicines Q.7 was
used to know the long lasting effect of advertisement. Q.8 was used to know the
extent of advertising of various pharmaceutical products create the
need
for the
Product in consumer mind. Q.9 was used to know about new advertisement of
pharmaceutical how much consumer pay attention. Q.10 was used to know about
product attribute observe in advertisement. Q.11 was used to know influencing factor
in selecting medicine for common diseases Q.12 was used to know the extent of
advertising influenced in purchasing a particular type of Pharmaceutical product/
medicines. Q.13. was used to know the rely on while making a purchase decision
Q.14. was used to know the impact of attributes like Theme of Advertisement, Visual
presentation, Strength of Medicines, Dosage form& Role of celebrities.
Part II is comprised of doctors consist of 21 questions.
Q.1a to 1h was used to know the demographic variables of the respondents such Age,
Gender, Education, Occupation, Marital Status, and Monthly family incomes. Q.2a to
2g was used to know the importance of medium providing information about
medicine such as Medical representative, medical journals, clinical papers,
- 80 Television, internet etc. Q.3a to 3g was used to know the reliability of information
provided through different media about medicines such as Medical representative,
medical journals, clinical papers, Television, internet etc Q.4 to 4b was used to know
the Medical Representatives (MRs) visiting hours and importance of information
provided by MRs Q.5a to 5f was used to know the importance of promotional items
such as Frees samples, Trips to seminar, lunch and dinner for staff and family. Q.6 is
about prohibiting bodies that influence promotional activities. Q.7a to 7g was used to
know the effectiveness of information provided through different media such as MRs,
Medical Journals, clinical papers, electronic media etc. Q.8 to 13 was used to know
the importance of brand, generic medicine in prescription & importance of ethical
issues and advertising agency.Q.14a to 14g was used to know the importance of
promotional channels used by companies and their long lasting effect on the mind
such as Medical representative, medical journals, clinical papers, Television, internet
etc.Q.15 to 21 was used to know the importance of celebrities, specialized channels,
creativity, frequency etc for drug advertisement.
Firstly used Nominal scale especially Dichotomous and Multiple choice questions to
categorize the Age, Gender, Education, Occupation, Family monthly income, marital
status of the respondents. Second kind of scaling was very important to know the
attitude of the respondent i.e. Interval scale especially Likert scales.
3.11 Data collection:- In this section primary data collected through personal
interview. The fieldwork carried out in divisional Head Quarter namely Lucknow,
Allahabad and Kanpur. The whole Lucknow, Allahabad and Kanpur district stratified
on the basis of area sampling. In this regards the territory divided into different
location such as Colony, Mohalla, hospitals, clinics and some public place selected
to collect the data. Two different booklets of questionnaires were prepared one for
- 81 consumer and one for doctor which were given to the respondents and told to him
tick the answer of each question. For the purpose of study, questionnaires were got
filled in each districts of selected divisions, giving total of 200 questionnaires for
doctors, out of these 150 questionnaires were finally retained for analysis while 50
questionnaires were rejected as they were incomplete. Similarly giving total of 400
questionnaires for consumers, out of these 329 questionnaires were finally retained
for analysis while 71 questionnaires were rejected as they were incomplete
3.12 Data analysis:- After fieldwork done the raw data converted into coding. The
coded data fill in the SPSS sheet. In this research seven demographical variables for
consumer and three demographical variables for doctors were taken to find out
frequency distribution of each variable. Tabulated data described the number of
respondents in a particular categories such the total no. of respondents fall in different
slabs. Seven demographical variable of consumers and three demographic variables
were converted into tabulation. Both the demographical variables compare with the
other question relating to attitude of the respondents to find out the cross-tabulation.
The cross-tabulation showed the relationship of one variable to another. Before data
could be analyzed it was checked thoroughly not only was the print out of the data file
checked manually, range cheeks and logical checks were also applied on the data.
Data was analyzed with the help of SPSS package. The test of hypothesis that was
used throughout the Chi -square test. Through the Chi-square test Null-Hypothesis
checked whether the Null- Hypothesis accept or reject.
The formula for Chi- Square is
Chi-Square = ™ (Oi-Ei) x (Oi-Ei) / Ei
Where Oi = The observed frequency. Of cases in the ith category.
- 82 Ei =The expected no. of cases in the ith.
K = The no. of categories.
For a 2 x2 contingency of table the modified formula of Chi -Square was used.
[N (AD-BC)-N\2] x [N (AD-BC)-N\2]
Chi- square =
-------------------------------------------------(A+B) (C+D) (A+C) (B+D)
Where N= Total Sample size.
A= Number of in the upper row left cell.
B= Number in the Upper row right cell.
C= Number in the lower row left cell.
D= Number in the lower row right cell.
D.F. = Degree of freedom, calculated as (r-1) (c-1).
Whenever the result was significant and the contingency table was bigger then 2x2
the difference between the groups, on the measured variable, was located by
partitioning the contingency table into 2x2 sub tables and analyzing each of them. The
table may be partitioned into as many 2x2 sub tables as there are degree of freedom in
the original table. The method of constructing the tables in such that each table is
collapsed to form the next table. The two rows of the preceding table are combined to
form the first row of the succeeding table and if need be, the two columns of the
preceding table are combined to from the first columns of succeeding table. It is the
discretion to the research to arrange/rearrange the original table so that the collapsing
- 83 combining of categories makes sense. The row and column totals of these sub tables
are the row and columns totals of the entire sample, not just of the particular sub table.
This reflects the fact that these are sub tables obtained from a larger sample. The
formula for x2 of these sub tables also reflects this fact. The Null- Hypothesis checked
with 5% significant level. Before calculating the Null- Hypothesis degree of freedom
found from the table. With the help of SPSS package it automatically calculated. The
chi-square value compare with Critical value. In this case when calculated value less
than the critical value then Null –hypothesis accept otherwise reject.
3.13 BRIEF SUMMARY OF TOOLS USED FOR ANALYSIS
1. Descriptive Statistics: - Researcher has used the descriptive techniques for the
profiling of data. Profiling of the data is essential for the scientific study and for
ensuring that we have all relevant data for making completed comparison and
analysis.
2. Factor Analysis: - However, although factor analysis is probably most famous for
being adopted by psychologists, its use is by no means restricted to measuring
dimensions of personality. Many of the other researchers use this technique for the
purpose of knowing which are the primarily factors which affect the particular
activity. So the factor analysis technique is used by us to find the prominent factors
which are affecting the behavior of the doctors for the recommendation of particular
brand of medicine and also try to find the factors which influence patient to buy the
particular medicine which are coming under the category of OTC drugs.
3. ANOVA Test:- ANOVA is applied on the data to check whether difference exists
in impact of advertisement perceived by various educations and regional status of
practice of doctors among all the dimensions.
4. Data analysis Software: SPSS software 20 is used for the analysis of the data
- 84 3.14 Objective of the Study: Because the research indicates that billions of dollars
are wasted on crafting drug advertisements. The research objective is to measure the
effect of pharmaceutical company’s promotional activities on the physicians
prescribing behavior in one side and also wanted to measure the effect of
advertisement on consumer buying behavior and identify the most effective
promotional mix. Promotional tools used by pharmaceutical companies will be tested
and by the end of the thesis, we should be able to identify which promotional tools are
more effective & influencing physicians prescribing behavior and consumers buying
behavior. The objective of the research can be framed in points given below:
1.
To study the effective promotional tools to be used by pharmaceutical
companies in obtaining prescriptions from the physicians.
2.
To study which are the most effective promotional tools to be used by
pharmaceutical companies in influencing the doctor prescription behavior.
3.
To assess the consumer attention about different medium of pharmaceutical
advertisement.
4.
To study the impact of detailing (advertisement through medical
representative) on the physicians prescribing behavior.
5.
To study the impact of Scientific/Educational promotional tools on the
physicians prescribing behavior.
6.
To study the impact of advertisement through electronic media and print
media on consumers buying behavior.
7.
To examine the more effective medium of advertisement for common use
medicines (OTC).
8.
To assess the retaining ability of the consumers with reference to the
pharmaceutical advertisement.
- 85 -
9.
To study the extent of advertising influenced the consumer for purchasing of
medicines.
10.
To assess the consumer attention towards different medium of advertisement.
11.
To study the impact of advertisement by celebrities on consumers buying
behavior.
3.15 Research Hypothesis: - Hypothesis is defined as a set of proposition set forth as
an explanation for the occurrence of some specified group of phenomena either
asserted merely as a provisional conjecture to guide some investigation or accepted as
highly probable in the light of established facts. So for the study of factors influencing
doctors prescribing behavior and consumers buying behavior certain hypothesis are
formulated which are given below:Ho1: There is no significant association of demographic variables like family type,
education, occupation, marital status and age on consumer purchase behavior.
Ho2: Doctor’s advice do not creates significant impact on consumer persuasion to buy
a particular drug.
Ho3: Effective medium of advertisement do not creates significant impact on
consumer persuasion to buy OTC drug.
Ho4: There is no significant association of demographic variables like family type,
education, occupation, marital status and age on medium of advertisement and
attention paid by consumer.
Ho5: There is no significant association of advertisement through electronic media on
consumers buying behavior
Ho6: There is no significant association of advertising through print media on
consumers buying behavior
- 86 Ho7: Various pharmaceutical medium of advertisement do not creates significant
impact on doctor prescription behavior.
Ho8: There is no significant association of detailing (advertisement through medical
representative) on the physicians prescribing behavior.
Ho9: There is no significant association of qualification of doctors and impact of
pharmaceutical advertisement.
Ho10: There is no significant association of regional status of practice place and
impact of pharmaceutical advertisement.
Ho11: There is no significant association of promotional items such as free samples,
trips to seminar etc. on the physicians prescribing behavior
Ho12: There is no significant association of Medical journals, clinical papers or
seminars conducted by companies on the physicians prescribing behavior.
3.16 Research Assumptions:- The physicians prescribing behavior is affected by the
pharmaceutical companies promotional activities and customers buying behavior is
influenced by advertising activities adopted by pharmaceutical companies. The
sample represents resident’s physicians and visiting patient in the respective hospitals.
Respondents are answering the questionnaire truthfully and honestly. This study
covering about one hundred physicians executed to find out the impact of various
information sources in influencing the physicians prescribing behaviour, concluded
that pharmaceutical company’s promotional information (commercial sources) plays a
major role in the decision process of the physician to prescribe drugs than even
scientific sources.
- 87 CHAPTER- 4
DATA ANALYSIS OF SURVEY RESULTS
4.1 Demographic Characteristics of Respondents (Consumers):For marketers and consumers the advertisements play a very vital role. The study of
cognitive effect of advertisements can help both the marketers and the regulating
authorities. The marketers may understand in a better way as to how the
advertisements may change the perceptions of the consumers. On the other hand, the
regulating authorities may prevent deception against consumers with this kind of
understanding. It must be understood by the marketers that supply of right quality and
quantity of goods and services to consumers at reasonable prices constitute the
responsibility of an enterprise toward its customers. The enterprise must take proper
precaution against adulteration, poor quality, lack of desired service and courtesy to
customers thus misleading and dishonest advertising, and so on. They must also have
the right of information about the product, the company and other matters having a
bearing on their purchasing decision. Advertisers often rely on strong subjective and
evaluative claims in order to differentiate their brands and pharmaceuticals chemical
constituents from competitors. Consumers are being provided with increasing
amounts of decision-relevant information in their purchasing environments. As stated
above, the understanding, how consumers select and organize information, can be
used to create marketing communications that have a better chance of being attended
to and processed. Cognition is an important subject to an advertiser and marketer
dealing in non-durable products because the process is highly complex. Advertiser,
therefore, needs to know in advance how consumers are likely to process and interpret
a message.
- 88 The differences in attitude and level of involvement for a particular product may raise
so many problems with the individual characteristics that influence consumer’s
decision making as to non-durable goods. The word demography means related to the
human population. Market demographics refer to all the data that is collected for the
purpose of providing information to organizations such as government offices and
marketing departments. Details of the population in relation to their age, sex,
employment status are usually included in marketing demographics. This data is
usually used to make policy decisions and for research of the market conditions.
Characteristics such as gender, age, education, profession, occupation, income level,
and marital status, are all typical examples of demographics that are used in surveys.
When designing a survey, the research needs to assess who to survey and how to
breakdown overall survey response data into meaningful groups of respondents. Both
assessments are based on demographic considerations.
A demographic profile can be used to determine when and where advertising
should be placed so as to achieve maximum results. A tool for determining a
demographic profile is the use of demographic partitions. Demographic partitions
refer to the multitude of advanced segmentations of user groups. The segmentation
structure is determined through the analysis of large data collections where the
conclusions drawn are specific to an underlying set of initiatives͘ The main objective
of market demographics is to understand the different segments of the population and
also to get a clear idea of the needs and wants of the different segments in the society.
On the basis of this information organizations can build a marketing strategy. The
major types of demography that is included in marketing is the age of the targeted
group, the gender ratio, the level of the income that exists and the race and the ethnic
groups that exist in the targeted group.
- 89 The targeted audiences for a product or service need to be potential clicks-to-sale
initiators, directly influencing business turn-around. Consumer preference and their
decisions are influenced by their demographic characteristics such as age, sex, marital
status, family size, education, and their professional status. Since, these characteristics
are easily quantifiable, they enable marketer to describe accurately and specifically
and to understand certain consumer characteristics. Keeping this consideration, an
attempt was made to isolate the demographic characteristics of the respondents.
4.1.1 Age wise classification of respondents:Consumer needs and wants change with age. Age and life-cycle have potential impact
on the consumer buying behavior. It is obvious that the consumers change the
purchase of goods and services with the passage of time. Researchers have found age
to be important demographic variable to distinguish consumer segment. Keeping this
into consideration, an attempt was made to classify the respondents on the basis of
age. Respondents included in the sample were classified into five age groups which
include age group 18-28 years, 29-39 years, 40-50 years, 51-61 years and > 61 years.
The information about age-wise classification of respondents is presented in table no.
4.1.1
Table No. 4.1.1:- Age- wise classification of Respondent
S. No
Age Group
No. of Respondents
Percentage
1
18-28 year
96
29.2
2
29-39 year
129
39.2
3
40-50 year
46
14.0
4
51-61 year
45
13.7
5
> 61 year
13
4.0
329
100.0
Total
- 90 Fig 4.1:- Age - wise classification of Respondents
The analysis of data indicates that 29.2% of the respondents are in the age group of
18-28 years, 39.2% of the respondents are in the age group of 29-39 years, 14% of
the respondents are in the age group of 40-50 years, 13.7% of the respondents are in
the age group of 51-61 years and remaining 4% are in the age group of more than 61
years.The analysis clearly projects that the sample is dominated by those respondents
who are in the age group of 29-39 years.
4.1.2 Marital Status- wise classification of respondents:The family has been the focus of most marketing efforts and for many products and
services, the household continues to be the relevant consuming unit. Family life-cycle
consists of different stages such young singles, married couples, unmarried couples
etc which help marketers to develop appropriate products for each stage For
developing appropriate marketing Strategies, the researchers are interested in
determining the demographic and media profile of household decision makers.
Keeping this into consideration, an attempt was made to classify the respondent on the
- 91 basis of their marital status. The marital status-wise classified categories include
married, unmarried, widow & separated. The results are presented in table no. 4.1.2
Table No. 4.1.2:- Marital Status - wise classification of Respondent
S. No
Marital Status
No. of Respondents
Percentage
1
Married
208
63.2
2
Unmarried
118
35.9
3
Widow
2
0.6
4
Separated
1
0.3
329
100.0
Total
Fig 4.2:- Marital Status wise classification of Respondents
The analysis elaborates that the sample includes 63.2% married respondents, 35.9%
unmarried respondents, 0.6% widow respondent and 0.3% seperated respondents.
This signifies that the sample is dominated by the respondents of married category.
4.1.3 Family type- wise classification of respondents:A family is defined as a group consisting of two parents and their children living
together as a unit. A household is defined as a person or group of person occupying a
housing unit, whether related or unrelated. In recent years, there have been two
important changes in the family and the marital status. The first one is the sharp
- 92 increase of single person household and second is the decline in average household.
Keeping this into consideration, an attempt was made to classify the respondents on
the basis of family type. The family type classified categories included in respondents
are joint family and nuclear family .The results are shown in table no. 4.1.3
Table No. 4.1.3:- Family type-wise classification of Respondent
S. No
Type of family
No. of Respondents
Percentage
1
Nuclear
254
77.2
2
Joint
75
22.8
329
100.0
Total
Fig 4.3:- Family type- wise classification of Respondents
The analysis suggest that 77.2% respondents belong to joint families and 22.8%
respondents belong to nuclear family .This analysis clearly highlights that sample is
dominated by the respondents belonging to joint families.
4.1.4 Income- wise classification of respondents:Income of the consumers has long been an important variable for distinguishing
market segments. Income simply indicates the ability or inability of the consumer to
pay for a product, while the actual choice may be based on personal life style, taste
- 93 and values. Keeping this into consideration, an attempt was made to classify
respondents on the basis of their income. For this purpose, the respondents were
classified into five categories: one who has annually income less than Rs.1.5 lacs.
Others categories of respondents include those with annual income Rs.1.5 lacs- 3.0
lacs, 3.0 lacs - 5.0 lacs, 5.0 lacs-7.0 lacs and more than 7.0 lacs.The results are shown
in Table no.4.1.4
Table No. 4.1.4:- Income-wise classification of Respondent
^͘EŽ
Annual Income
No. of Respondents
Percentage
ϭ
Less than 1.5 lacs
8
2.43
Ϯ
1.5 lacs- 3.0 lacs
59
17.93
ϯ
3.0 lacs- 5.0 lacs
120
36.47
ϰ
5.0 lacs-7 .0 lacs
105
31.91
ϱ
more than 7.0 lacs
37
11.25
329
100.00
Total
Fig 4.4:- Income- wise classification of Respondents
The analysis projects that the sample includes 2.43%, 17.93%, 36.47%, 31.91% and
11.25% respondent respectively representing the group of respodents with annual
income upto Rs.1.5 lacs,1.5 lacs-3.0 lacs, 3.0 lacs-5.0 lacs,5.0 lacs-7.0 lacs and more
- 94 than 7.0 lacs and above.This signifies that the sample is dominated by those
respondents who are having the annual income between 3.0 lacs-5.0 lacs.
4.1.5 Qualification - wise classification of respondents:An attempt was made to identify academic profile of the respondents. It is
appropriately believed that understanding and impacts of advertising on consumers
are closely associated with their level of education. For identifying this, the
respondents included in the sample were classified on the basis of their education
level. The education level-wise classified categories include the respondents who are
undergraduates, graduates and post graduates and above. The information in this
regard is presented in table no.4.1.5
Table No. 4.1.5:- YƵĂůŝĨŝĐĂƚŝŽŶ -wise classification of Respondent
S. No
Qualification
No. of Respondents
Percentage
1
Undergraduate
76
23.10
2
Graduate
98
29.79
3
Post Graduate & Above
155
47.11
329
100.00
Total
Fig 4.5:- Qualification- wise classification of Respondents
- 95 The analysis of data suggests that 23.10% respondent fall in the undergraduate
categories. Another 29.79% respondents have their education up to graduation level
and 47.11% of the respondents are qualified up to post graduation and above. The
analysis clearly highlights that the sample is dominated by those respondents who
have educational qualification post graduate and above.
4.1.6 Occupation - wise classification of respondents:The occupation of an individual plays a significant role in influencing his/her buying
decision. An individual’s nature of job has a direct influence on the products and
brands he picks for himself/herself. Occupation is one of the important demographic
variables which influence the consumption pattern of consumer. For making the
appropriate marketing strategy and positioning the product in a better and effective
way it is necessary to identify the occupational group that has average interest in their
product and services. Keeping this into consideration, an attempt was made to classify
the respondent on the basis of their occupation. For this purpose, the occupation-wise
classified categories of the respondents included Students, Business, Government
Services, Professionals and Housewife. The information in this respected is depicted
in table no.4.1.6
Table No. 4.1.6:- Occupation -wise classification of Respondent
^͘EŽ
Occupation
No. of Respondents
Percentage
ϭ
Student
49
14.89
Ϯ
Business
60
18.24
ϯ
Government Service
83
25.23
ϰ
Professional
97
29.48
ϱ
Housewife
35
10.64
ϲ
Any Other
5
1.52
329
100.00
Total
- 96 Fig 4.6:- Occupation -wise classification of Respondent
The analysis indicates that the sample is dominated by the respondents of professional
categories as it was indicated by 29.48% of the repondents. Another 25.23%
respondent fall in Government service category, 18.24% respondents belongs to
Business category, 14.89% respondents belongs to Student category, 10.64%
respondents belongs to Houswifes category and 1.52% respondents belongs to others
category.
4.2 Sensitiveness of consumer towards advertisement:The advertisement is an effort by the sellers/manufacturers to communicate message
about their product/services to the consumer or ultimate users. Thus, it becomes more
important to assess whether the advertisement is able to attract the first attention
followed by the retention of the potential buyers of the proposed product/services. In
other words,the assessment of the sensitiveness of consumers toward advertisement
becomes very crucial in order to study the impact of advertising on the brand
prefrence of the consumers. Advertisement enable practitioners to be more consumersensitive to ensure that the advertising campaigns are properly conceived to avoid
- 97 adverse effects on a firm’s performance. It also checked in order to meet the
following objectives:
a. For examining the awareness,ability to perceive and ability to learn the consequences
of action of the consumers subsequent to the impact of an advetisement.
b. The theoretical insight communicates several dimensions about the sensitiveness of
consumers towards advertisement. The personal values and goals of consumers are
linked with their buying intention and actions. Thus, it becomes crucial to highlight
whether consumer is sensitive towards barrios advertisement displayed on different
media. Without assessing this, the ultimate impact of an advertisement cannot be
properly highlighted. This view point became one of the objectives for proposed
assessment of sensitiveness of consumers. Before attempting to know the ultimate
impact of advertisement on the target consumers, it is necessary that we know how far
they have access to various media of advertisements, their likeness for advertisement,
effect of advertisement, attributes of advertisement, more affective medium of
advertisement etc. An attempt has been made in the present study to assess the
respondents on the above mentioned factors.
4.2.1 Advertisement awareness:Advertisement awareness is the extent to which the intended audience or targeted
customers are aware of an advertising message. Advertising is used for
communicating business information to the present and prospective customers. It
usually provides information about the advertising firm, its product qualities, place of
availability of its products etc. To know awareness about advertisement respondents
were requested to indicate their awareness about advertisement. The relevant data and
analysis are given below in table no.4.2.1
- 98 Table No. 4.2.1:- Advertisement awareness among respondents
Awareness about Advertisement
S. No
Description
No. of Respondents
Percentage
1
YES
297
90.27
2
NO
32
9.73
Total
329
100.00
Fig 4.7:- Advertisement awareness among respondents
The study indicates that 90.27% respondent are aware about advertisement and 9.73%
of respondent are unaware about advertisement.
4.2.2 Advertisement medium and attention:Attention is a necessary ingredient for effective advertising. Attention is the cognitive
process of selectively concentrating on one aspect of the environment while ignoring
other things. Direct-to-Consumer or DTC advertising is a form of advertising that
pharmaceutical companies are using to promote brand name medications through
newspaper, magazine, television, radio and Internet marketing.There are various
medium by which consumer get the attention. To know about attention among
consumer with reference to various advertisement media an attempt has been made.
The relevant data and its analysis are given below in table no. 4.2.2
- 99 Table No. 4.2.2:- Advertisement medium and attention of respondents
Medium of Advertisement & Attention paid by consumer
S. No
Medium of Advertisement
No. of Respondents
Percentage
1
Print
47
14.29
2
Radio
43
13.07
3
Television
185
56.23
4
Word to Mouth
54
16.41
Total
329
100.00
Fig 4.8:- Advertisement medium and attention of respondents
The study indicates that more than half (56.23%) respondent paid attention on
television advertisement.Similarly 14.29% respondent paid attention to print media
advertisement, 13.07% respondent paid attention to radio media advertisement and
16.41% respondent paid attention to word to mouth medium of advertisement.Thus
the study highlights that respondent paidmore attention on television medium of
advertisement followed by word to mouth,print & radio medium of advertisement. An
attempt was also made to assess the degree of relationship of Demographic variables
like family size, Educational qualification, Occupation, Marital Status and age of
respondents with advertisement and consumer attention.For this purpose the data was
- 100 processed to establish the relationship of factors which are responsible for
determining medium of advertisement that get attention with demographic profile of
respondent.The information in this respect is presented in table no 4.2.2.1 to 4.2.2.5
4.2.2.1 Association between family type and medium of advertisement get the
Consumer attention:- An attempt was made to assess the degree of relationship of
customer attention toward the different medium of advertisement with family type of
respondents. The information in this respect is presented in table no 4.2.2.1
Table No. 4.2.2.1:- Association of medium of advertisement with type of family
Family type * Which medium of Advertisement get your Attention Cross tabulation
Which medium of Advertisement get your
Attention
Word to
Print
Family
Nuclear
type
Count
Expected
Radio
Television
Mouth
Total
35
32
150
37
254
36.3
33.2
142.8
41.7
254.0
13.8%
12.6%
59.1%
14.6%
100.0%
12
11
35
17
75
10.7
9.8
42.2
12.3
75.0
16.0%
14.7%
46.7%
22.7%
100.0%
47
43
185
54
329
47.0
43.0
185.0
54.0
329.0
14.3%
13.1%
56.2%
16.4%
100.0%
Count
% within
Family size
Joint
Count
Expected
Count
% within
Family size
Total
Count
Expected
Count
% within
Family size
Pearson Chi-Square
4.284
a
Degree of freedom
Asymp. Sig. (2-sided)
3
.232
- 101 The analysis of data in the above table indicates that among the nuclear family 150
respondents are in the opinion that television medium of advertisement get more
attention. Similarly 35 respondents of print medium advertisement, 32 respondents of
Radio advertisement and 37 respondent of word to mouth advertisement give their
opinion regarding attention of advertisement. Further in 75 respondent of joint family
35 respondent are in the opinion of television medium of advertisement create more
impact to consumer of Joint family. Similarly 12, 11 & 17 respondents give their
opinion regarding print, Radio & Word to mouth Advertisement respectively which
create attention of consumer. In context to the data analysis of whole family (both
nuclear and joint) the 185 respondent give their opinion that Television advertisement
get their attention, 47, 43 and 54 respondent give their opinion regarding
advertisement of print, radio & word to mouth respectively .To know the association
of family type and medium of advertisement get the Consumer attention Ȥ2 test
statistic can be tested for the Hypothesis.
Ho-There is no association of family type and medium of advertisement get the
Consumer attention.
H1- There is association of family type and medium of advertisement get the
Consumer attention
Here Chi-Square test statistic (Ȥ2) = 4.284
Critical value at 5% level of significance with degree of freedom = 7.815
Since Ȥ2 (3) =4.284, p > 0.05 at 5% level of significance then there is no significant
association of medium of different advertisement to get the consumer attention with
type of family.
4.2.2.2
Relation
between
Educational
Qualification
and
medium
of
advertisement get the Consumer attention:- The analysis of data indicates amongst
- 102 the 76 respondent of undergraduate educational qualification 48 respondent give the
opinion that Television medium of advertisement get more attention where as 6, 8 &
14 respondent give their opinion that print, radio & word to mouth medium of
advertisement respectively get more attention.
Table No. 4.2.2.2:- Association of medium of advertisement with educational
qualification of consumer.
Educational Qualification * Which medium of Advertisement get your Attention Cross
tabulation
Which medium of Advertisement get Total
your Attention
Print
Radio Televisio
Word
n
to
Mouth
Educational
Under
Count
6
8
48
14
76
Qualification graduate Expected
10.9
9.9
42.7
12.5
76.0
Count
% within
7.9%
10.5
63.2%
18.4%
100.0%
Educational
%
Qualification
Graduate Count
9
25
46
18
98
Expected
14.0
12.8
55.1
16.1
98.0
Count
% within
9.2%
25.5
46.9%
18.4%
100.0%
Educational
%
Qualification
Post
Count
32
10
91
22
155
Graduate Expected
22.1
20.3
87.2
25.4
155.0
Count
% within
20.6% 6.5% 58.7%
14.2%
100.0%
Educational
Qualification
Total
Count
47
43
185
54
329
Expected
47.0
43.0
185.0
54.0
329.0
Count
% within
14.3% 13.1
56.2%
16.4%
100.0%
Educational
%
Qualification
Pearson Chi-Square
Degree of freedom
Asymp. Sig. (2-sided)
a
28.724
6
.000
- 103 Similarly amongst 98 respondent of graduate educational qualification 46 respondent
give the opinion that Television medium of advertisement get more attention where as
9, 25 & 18 respondent give their opinion that print, radio & word to mouth medium
of advertisement respectively get more attention.
Further 155 respondent of post graduate educational qualification 91 respondent give
the opinion that Television medium of advertisement get more attention where as 32,
10 & 22 respondent give their opinion that print, radio & word to mouth medium of
advertisement respectively get more attention. In context to the data analysis of whole
respondent of different qualification
the 185 respondent give their opinion that
Television advertisement get their attention 47, 43 and 54 respondent give their
opinion regarding advertisement of print, radio & word to mouth respectively. To
know the association of Educational Qualification and medium of advertisement get
the Consumer attention Ȥ2 test statics can be tested for the Hypothesis
Ho-There is no association of Educational Qualification and medium of advertisement
get the Consumer attention.
H1- There is association of Educational Qualification and medium of advertisement
get the Consumer attention
Here Chi-Square test statistic (Ȥ2) = 28.724
Since Ȥ2 (6) =28.724, p < 0.05 at 5% level of significance then there is significant
association of medium of different advertisement to get the consumer attention with
educational Qualification.
4.2.2.3 Relation between Occupation and medium of advertisement get the
Consumer attention:- The analysis of data indicates amongst the 49 respondent who
are student 22 respondent give the opinion that Television medium of advertisement
- 104 get more attention where as 4, 18 & 5 respondent give their opinion that print, radio
& word to mouth medium of advertisement respectively get more attention.
Table No. 4.2.2.3:- Association of medium of advertisement with occupation of
consumer.
Occupation * Which medium of Advertisement get your Attention Cross tabulation
Which medium of Advertisement get your
Attention
Count
4
18
22
Word
to
Mouth
5
Expected
7
6.4
27.6
8
49
8.20%
36.70%
44.90%
10.20%
100.00%
5
7
42
6
60
8.6
7.8
33.7
9.8
60
8.30%
11.70%
70.00%
10.00%
100.00%
15
10
46
12
83
11.9
10.8
46.7
13.6
83
18.10%
12.00%
55.40%
14.50%
100.00%
23
7
44
23
97
13.9
12.7
54.5
15.9
97
23.70%
7.20%
45.40%
23.70%
100.00%
Count
0
1
26
8
35
Expected
5
4.6
19.7
5.7
35
0.00%
2.90%
74.30%
22.90%
100.00%
Print
Student
Radio
Television
Total
49
Count
% within
Occupation
Business
Count
Expected
Count
% within
Occupation
Occupation
Government
Count
Service
Expected
Count
% within
Occupation
Professional
Count
Expected
Count
% within
Occupation
Housewife
Count
% within
Occupation
Contd…..
- 105 Occupation * Which medium of Advertisement get your Attention Cross tabulation
Which medium of Advertisement get your
Attention
0
0
5
Word to
Mouth
0
0.7
0.7
2.8
0.8
5
0.00%
0.00%
100.00%
0.00%
100.00%
Count
47
43
185
54
329
Expected
47
43
185
54
329
14.30%
13.10%
56.20%
16.40%
100.00%
Print
Any
Count
Radio
Television
Total
5
Other
(Please
Expected
Specify)
Count
% within
Occupation
Total
Count
% within
Occupation
Pearson Chi-Square
Degree of freedom
59.119a
15
Asymp. Sig. (2-sided)
0
Similarly amongst 60 respondent who are business man by occupation 42 respondent
give the opinion that Television medium of advertisement get more attention where as
5, 7 & 6 respondent give their opinion that print, radio & word to mouth medium of
advertisement respectively get more attention. Further 83 respondent who are in
government service by occupation 46 respondent give the opinion that Television
medium of advertisement get more attention where as 15, 10 & 12 respondent give
their opinion that print, radio & word to mouth medium of advertisement respectively
get more attention. Similarly 97 respondent who are professional by occupation 44
respondent give the opinion that Television medium of advertisement get more
attention where as 23, 7 & 23 respondent give their opinion that print, radio & word
to mouth medium of advertisement respectively get more attention.
Furthermore 35 respondent who are housewife 26 respondent give the opinion that
Television medium of advertisement get more attention where as 0, 1 & 8 respondent
- 106 give their opinion that print, radio & word to mouth medium of advertisement
respectively get more attention and 5 respondent having some other occupation all 5
respondent give the opinion about Television advertisement medium get more
attention To know the association of Educational Qualification and medium of
advertisement get the Consumer attention
Ȥ2 test statistic can be tested for the
Hypothesis
Ho-There is no association of Occupation and medium of advertisement get the
Consumer attention.
H1- There is association of Occupation and medium of advertisement get the
Consumer attention
Here Chi-Square test statistic (Ȥ2) = 59.119
Since Ȥ2 (15) =59.119, p < 0.05 at 5% level of significance then there is significant
association of medium of different advertisement to get the consumer attention with
Occupation.
4.2.2.4 Relation between Martial Status and medium of advertisement get the
Consumer attention:- The analysis of data indicates amongst the 208 married
respondent 116 respondent give the opinion that Television medium of advertisement
get more attention where as 33, 23 & 36 respondent give their opinion that print,
radio & word to mouth medium of advertisement respectively get more attention.
Similarly amongst 118 unmarried respondent 67 respondent give the opinion that
Television medium of advertisement get more attention where as 13,20 &18
respondent give their opinion that print, radio & word to mouth medium of
advertisement respectively get more attention.
- 107 Table No. 4.2.2.4:- Association of medium of advertisement with marital status of
respondent.
Marital Status * Which medium of Advertisement get your Attention Cross tabulation
Which medium of Advertisement get
your Attention
Word
to
Radio
Television
Mouth
33
23
116
36
208
29.7
27.2
117.0
34.1
208.0
15.9%
11.1%
55.8%
17.3%
100.0%
13
20
67
18
118
16.9
15.4
66.4
19.4
118.0
11.0%
16.9%
56.8%
15.3%
100.0%
Count
1
0
1
0
2
Expected Count
.3
.3
1.1
.3
2.0
50.0%
0.0%
50.0%
0.0%
100.0%
Count
0
0
1
0
1
Expected Count
.1
.1
.6
.2
1.0
0.0%
0.0%
100.0%
0.0%
100.0%
47
43
185
54
329
47.0
43.0
185.0
54.0
329.0
14.3%
13.1%
56.2%
16.4%
100.0%
Print
Marital
Married
Status
Count
Expected Count
% within
Total
Marital Status
Unmarried
Count
Expected Count
% within
Marital Status
Widow
% within
Marital Status
Separated
% within
Marital Status
Total
Count
Expected Count
% within
Marital Status
Pearson Chi-Square
Degree of freedom
6.629a
9
- 108 Asymp. Sig. (2-sided)
.676
Further among 2 widow respondent 1 respondent give their opinion that print
advertisement & 1 respondent give their opinion that television advertisement get
more attention.
Similarly one separated respondent give their opinion that television advertisement
get more attention. In context to the data analysis of whole respondent of different
marital status the 185 respondent give their opinion that Television advertisement get
their attention 47, 43 and 54 respondent give their opinion regarding advertisement of
print, radio & word to mouth To know the association of marital status and medium
of advertisement get the Consumer attention Ȥ2 test statistic can be tested for the
Hypothesis
Ho-There is no association of marital status and medium of advertisement get the
Consumer attention.
H1- There is association of marital status and medium of advertisement get the
Consumer attention
Here Chi-Square test statistic (Ȥ2 ) = 6.629
Since Ȥ2 (9) =6.629, p > 0.05 at 5% level of significance then there is no significant
association of medium of different advertisement to get the consumer attention with
marital Status.
4.2.2.5 Relation between Age and medium of Advertisement to get Attention:The analysis of data in the table above indicates that among the 96 respondents of age
group 18-28 years 54 respondent are in the opinion that television medium of
advertisement create more attention, 8 respondent give their opinion that of print
medium of advertisement create more attention, 16 respondent give their opinion that
of radio medium of advertisement create more attention and 18 respondent give their
opinion that word to mouth medium of advertisement create more attention.
- 109 Table No. 4.2.2.5:- Association of medium of advertisement with age of
respondent.
Age * Which medium of Advertisement get your Attention Cross tabulation
Which medium of Advertisement get your
Total
Attention
Print
Radio
Television
Word to
Mouth
Count
8
16
54
18
96
13.7
12.5
54
15.8
96
8.30%
16.70%
56.20%
18.80%
100.00%
23
10
74
22
129
18.4
16.9
72.5
21.2
129
17.80%
7.80%
57.40%
17.10%
100.00%
9
4
27
6
46
6.6
6
25.9
7.6
46
19.60%
8.70%
58.70%
13.00%
100.00%
4
13
20
8
45
6.4
5.9
25.3
7.4
45
8.90%
28.90%
44.40%
17.80%
100.00%
3
0
10
0
13
1.9
1.7
7.3
2.1
13
23.10%
0.00%
76.90%
0.00%
100.00%
Count
47
43
185
54
329
Expected Count
47
43
185
54
329
14.30%
13.10%
56.20%
16.40%
100.00%
Expected Count
18-28
% within Age
Count
Expected Count
29-39
% within Age
Count
Age
Expected Count
40-50
% within Age
Count
Expected Count
51-61
% within Age
Count
Expected Count
> 61
Total
% within Age
% within Age
Pearson Chi-Square
25.799
Degree of freedom
Asymp. Sig. (2-sided)
12
0.011
a
Similarly age group of 29-39 years among 129 respondents, 74 respondent are in the
opinion that television medium of advertisement create more attention, 23 respondent
give their opinion that of print medium of advertisement create more attention, 10
respondent give their opinion that of radio medium of advertisement create more
attention and 22 respondent give their opinion that word to mouth medium of
- 110 advertisement create more attention. Out of 46 respondent of age group 40-50 years
27 respondent are in the opinion that television medium of advertisement create more
attention, 9 respondent give their opinion that of print medium of advertisement create
more attention, 4 respondent give their opinion that of radio medium of advertisement
create more attention and 6 respondent give their opinion that word to mouth medium
of advertisement create more attention. Further among 45 respondent of age group
51-61, 20 respondent are in the opinion that television medium of advertisement
create more attention, 4 respondent give their opinion that of print medium of
advertisement create more attention, 13 respondent give their opinion that of radio
medium of advertisement create more attention and 8 respondent give their opinion
that word to mouth medium of advertisement create more attention. Similarly age
greater than 61 years among 13 respondents, 10 respondents are in the opinion that
television medium of advertisement create more attention and 3 respondents give their
opinion that of print medium of advertisement create more attention. To know the
association of age and advertisement media that creates attention Ȥ2 test statistic can
be tested for the Hypothesis
Ho-There is no association of age and advertisement media that create attention.
H1- There is association of age and advertisement media that create attention.
Here Chi-Square test statistic (Ȥ2 ) = 25.799
Since Ȥ2 (12) =25.799, p < 0.05 at 5% level of significance then there is significant
association of age and advertisement media that create attention.
- 111 4.2.3 Effect of advertising on consumerAdvertising affects everyone. Advertising can create a shift in thinking by consumers,
which may take different forms. For example, after viewing an ad, a consumer may
decide that his or her usual product either seems better or worse that the one being
advertised, without knowing exactly why. Other effects of advertising that create a
more conscious shift in consumers thought processes may be due to a strong
informational aspect. Advertising is an effective tool to attract people and to divert
their attitude positively toward product. There is a moderate relationship between
consumer purchase attention environmental factors and emotional factors. If
consumer is emotionally attached with the product he/she will prefer to purchase that
product. Advertising can create a shift in thinking by consumers, which may take
different forms. Other effects of advertising that create a more conscious shift in
consumers' thought processes may be due to a strong informational aspect.
Advertisement affect consumer in many ways whether by recall,positive impression,
cretae intrest and making decision etc. To know how advertisement affects on
consumer an attempt has been made. The relevant data and its analysis are given
below in table no.4.2.3
Table No. 4.2.3:- Effect of advertising on respondent
Effect of advertisement on consumer
S. No
Description
No. of Respondents
Percentage
1
Recall
60
18.24
2
Positive impression
84
25.53
3
Interest
102
31.00
4
Decision Process
83
25.23
329
100.00
Total
- 112 Fig 4. 9:- Effect of advertising on respondent
The study indicates that advertisement effect 31% respondent by generating intrest.
Similarly advertisement effect 25.53% respondent by making positive impression
about the product & advertisement effect 18.24% respondent by recall i.e the process
of remembering. Recall is one of the several major measures used in advertising
effectiveness testing today, in addition to others such as persuasion and advertising
liking. Similarly Advertisement effect 25.23% respondent in such a way by which
consumer decision process are influenced.
4.2.4 Advertising medium and OTC medicine (Over the counter drug):Over-the-counter (OTC) drugs are medicines sold directly to a consumer without
a prescription from a healthcare professional, as compared to prescription drugs,
which may be sold only to consumers possessing a valid prescription. Essential
medicines are one of the vital tools needed to improve and maintain health. However,
for too many people throughout the world medicines are still unaffordable,
unavailable, unsafe and improperly used. Drug promotion to consumers is becoming
an increasingly important component of drug companies’ marketing strategies
(Mintzes, 1998). In the past, most consumer advertisements promoted over-the- 113 counter medicines. The trend towards self-medication is likely to grow as consumers
are becoming familiar with OTC drugs, due to extensive advertising by companies.
The present study intends to explore advertising effectiveness of OTC drugs amongst
consumers.The conceptual frame work of medium of advertisememnt for OTC drug
are given below in fig no.4.10
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ZĂĚŝŽ
ŽŶƐƵŵĞƌ
WĞƌƐƵĂƐŝŽŶ
ƚŽWƵƌĐŚĂƐĞ
/ŶƚĞƌŶĞƚ
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Fig 4.10:- Conceptual framework of consumer persuasion to purchase
To know which advertising medium is more effective among consumer for common
use medicine an attempt has been made. The relevant data and its analysis are given
below in table no.4.2.4
Table No. 4.2.4:- Effective medium of advertisement for common use medicines.
Effective medium of advertisement for common use medicines.
S. No
Description
No. of Respondents
Percentage
1
Television
144
43.77
2
News Paper
102
31.00
3
Radio
38
11.55
4
Internet
33
10.03
5
Others
12
3.65
329
100.00
Total
- 114 Fig 4.11:- Effective medium of advertisement for common use medicines
While product placement is riskier than conventional advertising, it is becoming a
common practice to place products and brands into mainstream media. The analysis
indicates that for common use medicine television medium of advertisement effect
43.77% respondent. Similarly News paper medium of advertisement effect 31.00%
respondent for common use medicine & radio medium of advertisement effect 11.55
% respondent for common use medicine.
Similarly Internet information about
medicine or Advertisement on Internet effect 10.03% respondent for common use
medicine and other medium of advertisement (Magazines,brouchers,kiosks etc.)
effect 3.65% respondent for common use medicine An attempt was also made to
assess the degree of relationship of Demographic variables
like family
size,Educational qualification,Occupation and Marital Status of respondents with
effective medium of advertisememnt .For this purpose the data was processed to
establish the relationship of factors which are responsible for determining effective
medium of advertisement with demographic profile of respondent.
The information in this respect is presented in table no 4.2.4.1 to 4.2.4.4
- 115 4.2.4.1 Relation between family size and more effective medium of advertisement
for OTC drug:- The analysis of data in the table above indicates that among the 254
nuclear family 116 respondent are in the opinion that television medium of
advertisement is more effective for selecting the common use medicines (OTC).
Table No. 4.2.4.1:- Association of effective medium of advertisement with family
type of respondent
Family type * For common use medicines (OTC) which medium of advertisement is more
affective Cross tabulation
For common use medicines (OTC) which medium
of advertisement is more affective
News
Television
Family
Nuclear
type
Count
Expected
Paper
Radio
Internet
Other
Total
116
74
29
27
8
254
111.2
78.7
29.3
25.5
9.3
254.0
45.7%
29.1%
11.4%
10.6%
3.1%
100.0%
28
28
9
6
4
75
32.8
23.3
8.7
7.5
2.7
75.0
37.3%
37.3%
12.0%
8.0%
5.3%
100.0%
144
102
38
33
12
329
144.0
102.0
38.0
33.0
12.0
329.0
43.8%
31.0%
11.6%
10.0%
3.6%
100.0%
Count
% within
Family
size
Count
Expected
Count
Joint
% within
Family
size
Count
Expected
Count
Total
% within
Family
size
Pearson Chi-Square
3.348
a
Degree of freedom
Asymp. Sig. (2-sided)
4
.501
- 116 Similarly 74 respondent of News Paper advertisement, 29 respondent of Radio
advertisement, 27 respondent of Internet & 8 respondent of other medium of
advertisement give their opinion regarding attention of advertisement more effective
for selecting the common use medicines (OTC). Further in 75 respondent of joint
family 28 respondent are in the opinion of television medium of advertisement is
more effective for selecting the common use medicines (OTC). Similarly 28
respondent of News Paper advertisement, 9 respondent of Radio advertisement, 6
respondent of Internet & 4 respondent of other medium of advertisement give their
opinion regarding attention of advertisement more effective for selecting the common
use medicines (OTC).
In context to the data analysis of whole family (both nuclear and joint) the 144
respondent give their opinion that television medium of advertisement is more
effective for selecting the common use medicines (OTC), 102 respondent of news
paper, 38 respondent of Radio advertisement, 33 respondent of Internet & 12
respondent of other medium of advertisement give their opinion regarding
advertisement more effective for selecting the common use medicines (OTC). To
know the association of family type and medium of advertisement more effective for
selecting common use medicines.Ȥ2test statistic can be tested for the hypothesis.
Ho-There is no association of family type and medium of advertisement more
effective for selecting common use medicines.
H1- There is association of family type & medium of advertisement more effective
for selecting common use medicines
Here Chi-Square test statistic (Ȥ2 ) = 3.348
- 117 Since Ȥ2(4) =3.348, p > 0.05 at 5% level of significance then there is no significant
association of family type & medium of advertisement more effective for selecting
common use medicines͘
4.2.4.2 Relation between Educational Qualification and more affective medium
of advertisement for OTC drug:The analysis of data indicates amongst the 76 respondent of undergraduate
educational qualification 45 respondent give the opinion that Television medium of
advertisement
are more effective for OTC medicine
where as 21, 3, 0 & 7
respondent give their opinion that Newspaper, radio, Internet & other medium of
advertisement respectively are more effective for OTC medicine .
Table No. 4.2.4.2:- Association of effective medium of advertisement with
educational qualification of respondent
Educational Qualification * For common use medicines (OTC) which medium of advertisement
is more affective Cross tabulation
For common use medicines (OTC) which
medium of advertisement is more affective
Educational
Under
Count
Qualification
graduate
Expected
Telev
News
ision
Paper
Radio
Internet
Other
45
21
3
0
7
76
33.3
23.6
8.8
7.6
2.8
76.0
59.2
27.6%
3.9%
0.0%
9.2%
100.0%
42
36
12
8
0
98
42.9
30.4
11.3
9.8
3.6
98.0
42.9
36.7%
12.2%
8.2%
0.0%
100.0%
Total
Count
% within
Educational
%
Qualification
Graduate
Count
Expected
Count
% within
Educational
%
Qualification
Contd…..
- 118 Educational Qualification * For common use medicines (OTC) which medium of advertisement
is more affective Cross tabulation
For common use medicines (OTC) which medium
of advertisement is more affective
News
Television
Post
Count
Graduate
Expected
Paper
Radio
Internet
Other
Total
57
45
23
25
5
155
67.8
48.1
17.9
15.5
5.7
155.0
36.8%
29.0%
14.8%
16.1%
3.2%
100.0%
144
102
38
33
12
329
144.0
102.0
38.0
33.0
12.0
329.0
43.8%
31.0%
11.6%
10.0%
3.6%
100.0%
Count
% within
Educational
Qualification
Total
Count
Expected
Count
% within
Educational
Qualification
Pearson Chi-Square
Degree of freedom
Asymp. Sig. (2-sided)
36.508
8
.000
Similarly amongst 98 respondent of graduate educational qualification 42 respondent
give the opinion that Television medium of advertisement are more effective for OTC
medicine where as 36, 12, 8 & 0 respondent give their opinion that that Newspaper,
radio, Internet & other
medium of advertisement are more effective for OTC
medicine. Further 155 respondent of post graduate educational qualification 57
respondent give the opinion that Television medium of advertisement are more
effective for OTC medicine where as 45, 23, 25 & 5 respondent give their opinion
that Newspaper, radio, Internet & other medium of advertisement are more effective
for OTC medicine. In context to the data analysis of whole respondent of different
qualification the 144 respondent give their opinion that Television advertisement are
more effective for OTC medicine and 102, 38, 33, 12 respondent give their opinion
- 119 regarding advertisement of Newspaper, radio, Internet & other
medium of
advertisement are more effective for OTC medicine. To know the association of
Educational Qualification and medium of advertisement more effective for common
use medicine Ȥ2test statistic can be tested for the Hypothesis Ho-There is no association of Educational Qualification and effective medium of
advertisement for common use medicines (OTC)
H1- There is an association of Educational Qualification and effective medium of
advertisement for common use medicines (OTC)
Here Chi-Square test statistic (Ȥ2) = 36.508
Since Ȥ2 (8) =36.508, p < 0.05 at 5% level of significance then there is significant
association between Educational Qualification and effective medium of advertisement
for common use medicines (OTC).
4.2.4.3
Relation
between
Occupation
and
more
affective
medium of
advertisement for OTC drug:- The analysis of data indicates amongst the 49
student
respondent 19 respondent give the opinion that Television medium of
advertisement
are more effective for OTC medicine
where as 18, 9, 0 & 0
respondent give their opinion that Newspaper, radio, Internet & other medium of
advertisement are more effective for OTC medicine. Similarly amongst 60 respondent
of business occupation 33 respondent give the opinion that News paper medium of
advertisement are more effective for OTC medicine
where as 36, 12, 8 & 0
respondent give their opinion that that Television, radio, Internet & other medium of
advertisement are more effective for OTC medicine.
- 120 Table No. 4.2.4.3:- Association of effective medium of advertisement with
occupation of respondent
Occupation * For common use medicines (OTC) which medium of advertisement is more
affective Cross tabulation
For common use medicines (OTC) which
medium of advertisement is more affective
News
Television Paper
Student
Count
Expected
Radio
Internet
other
Total
19
16
8
2
4
49
21.4
15.2
5.7
4.9
1.8
49.0
38.8%
32.7%
16.3%
4.1%
8.2%
100.0%
18
33
9
0
0
60
26.3
18.6
6.9
6.0
2.2
60.0
30.0%
55.0%
15.0%
0.0%
0.0%
100.0%
43
31
4
3
2
83
36.3
25.7
9.6
8.3
3.0
83.0
51.8%
37.3%
4.8%
3.6%
2.4%
100.0%
41
12
15
26
3
97
42.5
30.1
11.2
9.7
3.5
97.0
42.3%
12.4%
15.5%
26.8%
3.1%
100.0%
23
7
0
2
3
35
15.3
10.9
4.0
3.5
1.3
35.0
65.7%
20.0%
0.0%
5.7%
8.6%
100.0%
0
3
2
0
0
5
2.2
1.6
.6
.5
.2
5.0
0.0%
60.0%
40.0%
0.0%
0.0%
100.0%
Count
% within
Occupation
Business
Count
Expected
Count
% within
Occupation
Government
Occupation
Service
Count
Expected
Count
% within
Occupation
Professional
Count
Expected
Count
% within
Occupation
Housewife
Count
Expected
Count
% within
Occupation
Any Other
Count
(Please
Expected
Specify)
Count
% within
Occupation
Contd…….
- 121 Occupation * For common use medicines (OTC) which medium of advertisement is more
affective Cross tabulation
For common use medicines (OTC) which medium
of advertisement is more affective
News
Television
Total
Count
Expected Count
% within
Paper
Radio
Internet
other
Total
144
102
38
33
12
329
144.0
102.0
38.0
33.0
12.0
329.0
43.8%
31.0%
11.6%
10.0%
3.6%
100.0%
Occupation
Pearson Chi-Square
Degree of freedom
Asymp. Sig. (2-sided)
97.098
20
.000
Further 83 respondent of Government service 43 respondent give the opinion that
Television medium of advertisement are more effective for OTC medicine where as
31, 4, 3 & 2 respondent give their opinion that Newspaper, radio, Internet & other
medium of advertisement are more effective for OTC medicine. 97 respondent who
are professional by occupation 43 respondent give the opinion that Television
medium of advertisement are more effective for OTC medicine where as 12, 15, 26
& 3 respondent give their opinion that Newspaper, radio, Internet & other medium of
advertisement are more effective for OTC medicine.
Out of total 329 respondent 35 respondent are housewife in which 23 respondent give
the opinion that Television medium of advertisement are more effective for OTC
medicine where as 7, 0, 2 & 3 respondent give their opinion that Newspaper, radio,
Internet & other medium of advertisement are more effective for OTC medicine. 5
Respondent of different other occupation in which 3 & 2 respondent give their
- 122 opinion that Newspaper, radio medium of advertisement are more effective for OTC
medicine.
To know the association of Occupation and medium of advertisement more effective
for common use medicine Ȥ2 test statics can be tested for the Hypothesis Ho-There is no association of Occupation and effective medium of advertisement for
common use medicines (OTC)
H1- There is an association of Occupation and effective medium of advertisement for
common use medicines (OTC)
Here Chi-Square test statistic (Ȥ2 ) = 97.098
Since Ȥ2 (20) =97.098, p < 0.05 at 5% level of significance then there is significant
association Occupation and effective medium of advertisement for common use
medicines (OTC).
4.2.4.4 Relation between marital status and more affective medium of
advertisement for OTC drug:The analysis of data indicates amongst the 208 married respondent 69 respondent give
the opinion that Television medium of advertisement act as a suggestive measure for
purchase of common use medicine, whereas 56 respondents give their opinion that by
doctor suggestion they will purchase common use medicine and 16 respondents give
their opinion that newspaper medium of advertisement act as suggestive measure for
purchase of common use medicines, 15 respondents give their opinion that by retailer
suggestion and 52 unmarried respondents by friends and relatives suggestion they
purchase common use medicines.
- 123 Table No. 4.2.4.4:- Association of effective medium of advertisement with marital
status of respondent
Marital Status * For common use medicines (OTC) which medium of advertisement is more
affective Cross tabulation
For common use medicines (OTC) which medium
of advertisement is more affective
News
Television Paper
Total
Radio
Internet
other
Marital
Married
Count
95
71
25
11
6
208
Status
Expected
91.0
64.5
24.0
20.9
7.6
208.0
45.7%
34.1%
12.0%
5.3%
2.9%
100.0%
47
30
13
22
6
118
51.6
36.6
13.6
11.8
4.3
118.0
39.8%
25.4%
11.0%
18.6%
5.1%
100.0%
Count
1
1
0
0
0
2
Expected
.9
.6
.2
.2
.1
2.0
50.0%
50.0%
0.0%
0.0%
0.0%
100.0%
Count
1
0
0
0
0
1
Expected
.4
.3
.1
.1
.0
1.0
100.0%
0.0%
0.0%
0.0%
0.0%
100.0%
144
102
38
33
12
329
144.0
102.0
38.0
33.0
12.0
329.0
43.8%
31.0%
11.6%
10.0%
3.6%
100.0%
Count
% within
Marital
Status
Unmarried
Count
Expected
Count
% within
Marital
Status
Widow
Count
% within
Marital
Status
Separated
Count
% within
Marital
Status
Total
Count
Expected
Count
% within
Marital
Status
Pearson Chi-Square
Degree of freedom
18.933
a
12
- 124 Asymp. Sig. (2-sided)
.090
Furthermore amongst 118 unmarried respondent of 31 respondent give the opinion
that Television medium of advertisement act as a suggestive measure for purchase of
common use medicine, whereas 36 respondents give their opinion that by doctor
suggestion they will purchase common use medicine and 17 respondents give their
opinion that newspaper medium of advertisement act as suggestive measure for
purchase of common use medicines, 14 respondents give their opinion that by retailer
suggestion and 20 respondents by friends and relatives suggestion they purchase
common use medicines. Further 2 widow respondent of 1 respondent give the opinion
that Television medium of advertisement act as a suggestive measure for purchase of
common use medicine & 1 respondent give their opinion that newspaper medium of
advertisement act as suggestive measure for purchase of common use medicines.
Similarly 1 respondent give their opinion that by Newspaper medium of
advertisement act as suggestive measure for purchase of common use medicines. To
know the association of marital status and suggestion by which consumer can
purchase common use medicine Ȥ2 test statics can be tested for the Hypothesis.
Ho-There is no association of marital status and suggestion by which consumer can
purchase common use medicine
H1- There is an association of Occupation and suggestion by which consumer can
purchase common use medicine
Here Chi-Square test statistic (Ȥ2 ) = 15.584
Since Ȥ2 (12) =15.584, p > 0.05 at 5% level of significance then there is no significant
association marital and suggestion by which consumer can purchase common use
medicine.
4.2.5 Suggestive measure for purchase of common use medicines: - Rational use
of medicines refers to the correct, proper and appropriate use of medicines.
- 125 Rational use requires that patients receive the appropriate medicine, in the proper
dose, for an adequate period of time, and at the lowest cost to them and their
community. The trend towards self-medication is likely to grow as consumers are
becoming familiar with OTC drugs, due to extensive advertising by companies. A
consumer’s information originates from their existing knowledge or experience
(internal sources) and from a variety of external sources i.e. pharmacists, interpersonal
communication, advertising and the media. Pharmaceutical products include both
prescription and non-prescription over the counter drugs. OTC products are somewhat
similar to consumer goods, while the prescription drugs share some characteristics of
industrial goods and other characteristics of consumer goods (Mortanges et al., 1997).
Liu (1995) is also of the view that in pharmaceutical industry, prescription products
are considered to be organizational buying, whereas over the counter preparations are
categorized as consumer buying. Due to changes in the category of many drugs from
prescription to over the counter drugs, more self care information is available
(Westerlund et al., 2001). To know which suggestive medium is more effective among
consumer for purchase of common use medicine an attempt has been made. The
relevant data and its analysis are given below table no 4.2.5
Table no. 4.2.5:- Suggestion by which consumer purchase common use medicines
Suggestion by which consumer purchase common use medicines
S. No
Description
No. of Respondents
Percentage
1
Doctor
92
27.96
2
Retailer
29
8.81
3
Television
102
31.00
4
News paper
34
10.33
5
Friends & Relatives
72
21.88
329
100.00
Total
- 126 Fig 4.12: Suggestion by which consumer purchase common use medicines
The study indicates that about 31.00 % respondent purchase common use medicine
by suggestive measure of television medium of advertisement..Similarly 27.96 %
respondent purchase common use medicine by suggestion of doctor 21.88 %
respondent purchase common use medicine by suggestion of friend and relatives.
Furthermore 10.33 % respondent purchase common use medicine by suggestion of
doctor 8.81 % respondent purchase common use medicine by suggestion of Retailer.
Thus the study highlights that television medium of advertisement act as a suggestive
measure for consumer for purchase of commom use medicines. An attempt was also
made to assess the degree of relationship of Demographic variables like family size,
Educational qualification,Occupation and Marital Status of respondents with
suggestion by which consumer will purchase common use medicines.For this purpose
the data was processed to establish the relationship of factors which are responsible
for determining suggestion by which consumer will purchase common use medicines
with demographic profile of respondent.The information in this respect is presented in
table no 4.2.5.1 to 4.2.5.4
- 127 4.2.5.1 Relation between Family Size and suggestion by which consumer can
purchase common use medicine:The analysis of data in the table above indicates that among the 254 nuclear family 77
respondent are in the opinion that television medium of advertisement
act as
suggestive measure for purchasing of common use medicines.
Table no. 4.2.5.1:- Association of suggestion by which common use medicine are
purchased with family type.
Family type * By which suggestion you will purchase common use medicines Cross tabulation
By which suggestion you will purchase common use
medicines
Family
Nuclear
type
Count
Expected
News
Friends &
paper
Relatives
Doctor
Retailer
Television
Total
64
20
77
26
67
254
71.0
22.4
78.7
26.2
55.6
254.0
25.2%
7.9%
30.3%
10.2%
26.4%
100.0%
28
9
25
8
5
75
21.0
6.6
23.3
7.8
16.4
75.0
37.3%
12.0%
33.3%
10.7%
6.7%
100.0%
92
29
102
34
72
329
92.0
29.0
102.0
34.0
72.0
329.0
28.0%
8.8%
31.0%
10.3%
21.9%
100.0%
Count
% within
Family
size
Count
Expected
Joint
Count
% within
Family
size
Count
Expected
Total
Count
% within
Family
size
Pearson Chi-Square
14.629
Degree of freedom
a
4
- 128 Asymp. Sig. (2-sided)
.006
Similarly 64 respondents give their opinion that by doctor suggestion they will
purchase common use medicines & 67 respondents give their opinion that by friend
and relatives suggestion they will purchase common use medicines. 20 respondents
give their opinion that by retailer suggestion they will purchase common use
medicines and 26 respondents give their opinion that by news paper advertisement
they will purchase common use medicines. Further in 75 respondent of joint family 28
respondent are in the opinion that by doctor suggestion they will purchase common
use medicines. Similarly 25 respondent are in the opinion that television medium of
advertisement act as suggestive measure for purchasing of common use medicines, 9
respondents give their opinion that by retailer suggestion they will purchase common
use medicines 8 respondents give their opinion that by news paper advertisement they
will purchase common use medicines & 5 respondents give their opinion that by
friend and relatives suggestion they will purchase common use medicines. To know
the association of family type and suggestion for purchase common use medicines Ȥ2
test statistic can be tested for the Hypothesis.
Ho-There is no association of family type and suggestion by which consumer can
purchase common use medicine
H1- There is association of family type & suggestion by which consumer can
purchase common use medicine
Here Chi-Square test statistic (Ȥ2) = 14.629
Since Ȥ2 (4) =14.629, p > 0.05 at 5% level of significance then there is no significant
association of family type & suggestion by which consumer can purchase common
use medicine.
- 129 4.2.5.2 Relation between Educational Qualification and suggestion by which
consumer can purchase common use medicine:Education can be expected to lead, in the long-run, to significant changes in consumer
behavior The analysis of data indicates amongst the 76 respondent of undergraduate
educational qualification 27 respondent give the opinion that Television medium of
advertisement act as a suggestive measure for purchase of common use medicine,
where as 24 respondent give their opinion that by doctor suggestion they will
purchase common use medicine. Similarly 15 respondents give their opinion that by
friend and relatives suggestion they will purchase common use medicine and 8&2
respondent purchase common use medicine by retailer and news paper.
Table no. 4.2.5.2:- Association of suggestion by which common use medicine are
purchased with Educational qualification.
Educational Qualification * By which suggestion you will purchase common use medicines
Crosstabulation
By which suggestion you will purchase common use
medicines
Educational
Under
Count
Qualification
graduate
Expected
News
Friends &
paper
Relatives
Doctor
Retailer
Television
Total
24
2
27
8
15
76
21.3
6.7
23.6
7.9
16.6
76.0
31.6%
2.6%
35.5%
10.5%
19.7%
100.0%
20
14
43
7
14
98
27.4
8.6
30.4
10.1
21.4
98.0
20.4%
14.3%
43.9%
7.1%
14.3%
100.0%
Count
% within
Educational
Qualification
Count
Expected
Graduate
Count
% within
Educational
Qualification
Contd….
- 130 Educational Qualification * By which suggestion you will purchase common use medicines Cross
tabulation
By which suggestion you will purchase common use
medicines
Post
Count
Graduate
Expected
32
News
paper
19
Friends
&
Relatives
43
13.7
48.1
16.0
33.9
155.0
31.0%
8.4%
20.6%
12.3%
27.7%
100.0%
92
29
102
34
72
329
92.0
29.0
102.0
34.0
72.0
329.0
28.0%
8.8%
31.0%
10.3%
21.9%
100.0%
Doctor
Retailer
Television
48
13
43.3
Total
155
Count
% within
Educational
Qualification
Total
Count
Expected
Count
% within
Educational
Qualification
Pearson Chi-Square
Degree of freedom
27.317
a
Asymp. Sig. (2-sided)
8
.001
Similarly amongst 98 respondent of graduate educational qualification 43 respondent
give the opinion that Television medium of advertisement act as a suggestive measure
for purchase of common use medicine, where as 20 respondent give their opinion that
by doctor suggestion they will purchase common use medicine. Similarly 14
respondent give their opinion that by friend and relatives
suggestion they will
purchase common use medicine and 14 & 7 respondent purchase common use
medicine by retailer and news paper Further 155 respondent of post graduate
educational qualification 32 respondent give the opinion that Television medium of
advertisement act as a suggestive measure for purchase of common use medicine
where as 48 respondent give their opinion that by doctor suggestion they will
purchase common use medicine. Similarly 43 respondents give their opinion that by
friend and relatives suggestion they will purchase common use medicine and 13 & 19
- 131 respondent purchase common use medicine by retailer and news paper. In context to
the data analysis of whole respondent of different qualification the 102 respondent
give the opinion that Television medium of advertisement
act as a suggestive
measure for purchase of common use medicine, where as 92 respondent give their
opinion that by doctor suggestion they will purchase common use medicine. Similarly
72 respondent give their opinion that by friend and relatives suggestion they will
purchase common use medicine and 29, 34 respondent purchase commom use
medicine by retailer and news paper suggestion. To know the association of
Educational Qualification and suggestion by which consumer can purchase common
use medicine Ȥ2 test statistic can be tested for the Hypothesis.
Ho-There is no association of Educational Qualification and suggestion by which
consumer can purchase common use medicine.
H1- There is an association of Educational Qualification and suggestion by which
consumer can purchase common use medicine
Here Chi-Square test statistic (Ȥ2) = 27.317.
Since Ȥ2 (8) =27.317, p < 0.05 at 5% level of significance then there is significant
association with Educational Qualification and suggestion by which consumer can
purchase common use medicine
4.2.5.3 Relation between Occupation and suggestion by which consumer can
purchase common use medicine:The analysis of data indicates amongst the 49 student respondent 16 respondent give
the opinion that Television medium of advertisement act as a suggestive measure for
purchase of common use medicine, where as 12 respondents give their opinion that by
doctor suggestion they will purchase common use medicine and 13 respondents give
- 132 their opinion that news paper medium of advertisement act as suggestive measure for
purchase of common use medicines.
Table no.4.2.5.3:- Association of suggestion by which common use medicine are
purchased with occupation.
Occupation * By which suggestion you will purchase common use medicines Crosstabulation
By which suggestion you will purchase common use medicines
Doctor
Retailer
Television
12
4
16
13
Friends
&
Relatives
4
13.7
4.3
15.2
5.1
10.7
49
24.50%
8.20%
32.70%
26.50%
8.20%
100.00%
11
6
22
3
18
60
16.8
5.3
18.6
6.2
13.1
60
18.30%
10.00%
36.70%
5.00%
30.00%
100.00%
17
11
23
6
26
83
23.2
7.3
25.7
8.6
18.2
83
20.50%
13.30%
27.70%
7.20%
31.30%
100.00%
47
8
21
9
12
97
27.1
8.6
30.1
10
21.2
97
48.50%
8.20%
21.60%
9.30%
12.40%
100.00%
0
0
20
3
12
35
9.8
3.1
10.9
3.6
7.7
35
0.00%
0.00%
57.10%
8.60%
34.30%
100.00%
5
0
0
0
0
5
1.4
0.4
1.6
0.5
1.1
5
100.0%
0.00%
0.00%
0.00%
0.00%
100.00%
News
Student
Count
Expected
paper
Total
49
Count
% within
Occupation
Business
Count
Expected
Count
% within
Occupation
Occupation
Government
Count
Service
Expected
Count
% within
Occupation
Professional
Count
Expected
Count
% within
Occupation
Housewife
Count
Expected
Count
% within
Occupation
Count
Any Other
(Please
Specify)
Expected
Count
% within
Occupation
Contd……
- 133 Occupation * By which suggestion you will purchase common use medicines Crosstabulation
By which suggestion you will purchase common use medicines
Doctor
Total
Retailer
Television
News
Friends &
paper
Relatives
Total
Count
92
29
102
34
72
329
Expected
92
29
102
34
72
329
28.00%
8.80%
31.00%
10.30%
21.90%
100.00%
Count
% within
Occupation
Pearson Chi-Square
Degree of freedom
88.541
a
Asymp. Sig. (2-sided)
20
0
Similarly 4 respondents give their opinion that by retailer suggestion and 4
respondents by friends and relatives suggestion they purchase common use medicines.
Furthermore amongst 60 respondent of business occupation, 22 respondent give the
opinion that Television medium of advertisement act as a suggestive measure for
purchase of common use medicine whereas 11 respondents give their opinion that by
doctor suggestion they will purchase common use medicine and 3 respondents give
their opinion that news paper medium of advertisement act as suggestive measure for
purchase of common use medicines. Similarly 6 respondents give their opinion that
by retailer suggestion and 18 respondents by friends and relatives suggestion they
purchase common use medicines. Further 83 respondent of Government service 23
respondent give the opinion that Television medium of advertisement act as a
suggestive measure for purchase of common use medicine, whereas 17 respondents
give their opinion that by doctor suggestion they will purchase common use medicine
and 6 respondents give their opinion that news paper medium of advertisement act as
suggestive measure for purchase of common use medicines. Similarly 11 respondents
give their opinion that by retailer suggestion and 26 respondents by friends and
relatives suggestion they purchase common use medicines. 97 respondent who are
professional by occupation 21 respondent give the opinion that Television medium of
- 134 advertisement act as a suggestive measure for purchase of common use medicine,
where as 47 respondents give their opinion that by doctor suggestion they will
purchase common use medicine and 8 respondents give their opinion that news paper
medium of advertisement act as suggestive measure for purchase of common use
medicines. Similarly 9 respondents give their opinion that by retailer suggestion and
12 respondents by friends and relatives suggestion they purchase common use
medicines. Out of total 329 respondent, 35 respondent are housewife in which 20
respondent give the opinion that Television medium of advertisement act as a
suggestive measure for purchase of common use medicine, where as no respondents
give their opinion that by doctor suggestion and retailer suggestion they will purchase
common use medicine and 3 respondents give their opinion that news paper medium
of advertisement act as suggestive measure for purchase of common use medicines.
Similarly 12 respondents give their opinion that by friends and relatives suggestions
they purchase common use medicines. 5 respondent of some different profession
relied on doctor suggestion they will purchase medicines.
To know the association of Occupation and suggestion by which consumer can
purchase common use medicine Ȥ2 test statics can be tested for the Hypothesis
Ho-There is no association of Occupation and suggestion by which consumer can
purchase common use medicine
H1- There is an association of Occupation and suggestion by which consumer can
purchase common use medicine
Here Chi-Square test statistic (Ȥ2 ) = 88.541
Since Ȥ2 (20) =88.541, p < 0.05 at 5% level of significance then there is significant
association Occupation and suggestion by which consumer can purchase common use
medicine.
- 135 4.2.5.4 Relation between Martial Status and suggestion by which consumer can
purchase common use medicine:The analysis of data indicates amongst the 208 married respondent 69 respondent give
the opinion that Television medium of advertisement act as a suggestive measure for
purchase of common use medicine, whereas 56 respondents give their opinion that by
doctor suggestion they will purchase common use medicine and 16 respondents give
their opinion that newspaper medium of advertisement act as suggestive measure for
Table no. 4.2.5.4:- Association of suggestion by which consumer can purchase
common use medicine with Marital Status.
Marital Status * By which suggestion you will purchase common use medicines Cross tabulation
By which suggestion you will purchase common use
medicines
Friends
Married
News
&
paper
Relatives
Doctor
Retailer
Television
56
15
69
16
52
208
58.2
18.3
64.5
21.5
45.5
208.0
26.9%
7.2%
33.2%
7.7%
25.0%
100.0%
36
14
31
17
20
118
33.0
10.4
36.6
12.2
25.8
118.0
30.5%
11.9%
26.3%
14.4%
16.9%
100.0%
Count
0
0
1
1
0
2
Expected
.6
.2
.6
.2
.4
2.0
0.0%
0.0%
50.0%
50.0%
0.0%
100.0%
Count
Expected
Total
Count
% within
Marital
Status
Unmarried
Count
Expected
Marital
Count
Status
% within
Marital
Status
Widow
Count
% within
Marital
Status
Contd…..
- 136 Marital Status * By which suggestion you will purchase common use medicines Cross
tabulation
By which suggestion you will purchase common use
medicines
Separated
0
Television
1
News
paper
0
Friends
&
Relatives
0
.3
.1
.3
.1
.2
1.0
0.0%
0.0%
100.0%
0.0%
0.0%
100.0%
92
29
102
34
72
329
92.0
29.0
102.0
34.0
72.0
329.0
28.0%
8.8%
31.0%
10.3%
21.9%
100.0%
Doctor
Retailer
Count
0
Expected
Total
1
Count
% within
Marital
Status
Total
Count
Expected
Count
% within
Marital
Status
Pearson Chi-Square
15.584
Degree of freedom
a
Asymp. Sig. (2-sided)
12
.211
purchase of common use medicines, 15 respondents give their opinion that by retailer
suggestion and 52 unmarried respondents by friends and relatives suggestion they
purchase common use medicines. Furthermore amongst 118 unmarried respondent of
31 respondent give the opinion that Television medium of advertisement act as a
suggestive measure for purchase of common use medicine, whereas 36 respondents
give their opinion that by doctor suggestion they will purchase common use medicine
and 17 respondents give their opinion that newspaper medium of advertisement act as
suggestive measure for purchase of common use medicines, 14 respondents give their
opinion that by retailer suggestion and 20 respondents by friends and relatives
suggestion they purchase common use medicines. Further 2 widow respondent of 1
respondent give the opinion that Television medium of advertisement act as a
- 137 suggestive measure for purchase of common use medicine & 1 respondent give their
opinion that newspaper medium of advertisement act as suggestive measure for
purchase of common use medicines. Similarly 1 respondent give their opinion that by
Newspaper medium of advertisement act as suggestive measure for purchase of
common use medicines. To know the association of marital status and suggestion by
which consumer can purchase common use medicine Ȥ2 test statics can be tested for
the Hypothesis
Ho-There is no association of marital status and suggestion by which consumer can
purchase common use medicine
H1- There is an association of Occupation and suggestion by which consumer can
purchase common use medicine
Here Chi-Square test statistic (Ȥ2 ) = 15.584
Since Ȥ2 (12) =15.584, p>0.05 at 5% level of significance then there is no significant
association marital and suggestion by which consumer can purchase common use
medicine.
4.2.6 Influencers for purchase of common use medicines: The drugs which can be collected without the prescription are termed as the Over the
Counter (OTC) drugs. The impact of those messages on consumers is often stronger
than the direct effect of advertisements, because marketing campaigns that trigger
positive word of mouth have comparatively higher campaign reach and influence.
Attention is the allocation of mental resources, visual or cognitive, to visible or
conceptual objects. Before consumers can be affected by advertising messages, they
need to first be paying attention This study is also endeavored to identify the most
suitable influencing factors that influence consumer to purchase of any OTC drugs.
The primary factors identified are the past experience with the drugs, corporate image
- 138 of the pharmaceutical company, brand identity of the drug, insignificant side effect,
and prior assumption about the drug to be used for the ailment, apart from this
advertising,friend & relatives,Retailer and doctor also influence for selecting common
use medicines. To know most influencing factor for selecting common use medicine
an attempt has been made. The relevant data and its analysis are given below in table
no.4.2.6
Table no. 4.2.6:- Influencer in selecting medicine for common diseases.
Influencer in selecting medicine for common diseases
S. No
Description
No. of Respondents
Percentage
1
Advertising
102
31.00
2
Friends & relatives
101
30.70
3
Retailer
45
13.68
4
Doctor
81
24.62
329
100.00
Total
Fig 4.13: Influencing factor in selecting common use medicine.
The study indicates that about 31.00% respondent influence by advertising for
selection/purchasing of common use medicine while 30.70% respondent influence by
- 139 Friends & relatives for selection/purchasing of common use medicine 24.62%
respondent influence by doctor for selection/purchasing of common use medicine.
Furthermore 13.68% respondent influence by doctor for selection/purchasing of
common use medicine.Thus the study highlights that advertisement act as a major
influencing factor for consumer to select/ purchase commom use medicines. An
attempt was also made to assess the degree of relationship of Demographic variables
like family size, Educational qualification, Occupation and Marital Status of
respondents with influencing factor for selecting common medicines .For this purpose
the data was processed to establish the relationship of factors which are responsible
for determining influencing factor for selecting common medicines with demographic
profile of respondent.The information in this respect is presented in table no 4.2.6.1 to
4.2.6.5
4.2.6.1 Relation between Family type and factor influence most in selecting
medicine for common diseases
Buyer behavior is strongly influenced by the member of a family. Therefore
marketers are trying to find the roles and influence of the husband, wife and children.
If the buying decision of a particular product is influenced by wife then the marketers
will try to target the women in their advertisement. The analysis of data in the table
above indicates that among the 254 nuclear family 84 respondent are in the opinion
that
advertisement influence
most in selecting present medicines for common
diseases.76 respondent give their opinion that recommendation of the friends and
relatives influenced most for selecting medicine for common disease 57 respondent
give their opinion that doctor suggestion influence most for purchase of medicine
used for common diseases and 37 respondent give their opinion that retailer influence
most for selecting medicine for common disease.
- 140 Table no. 4.2.6.1:- Association of factor influencing most in selecting medicine
for common disease with family type
Family type * Who influenced you most in selecting medicine for common diseases
Crosstabulation
Who influenced you most in selecting
medicine for common diseases
Friends &
Advertising
Family
Nuclear
type
Count
Expected
relatives
Retailer
Doctor
Total
84
76
37
57
254
78.7
78.0
34.7
62.5
254.0
33.1%
29.9%
14.6%
22.4%
100.0%
18
25
8
24
75
23.3
23.0
10.3
18.5
75.0
24.0%
33.3%
10.7%
32.0%
100.0%
102
101
45
81
329
102.0
101.0
45.0
81.0
329.0
31.0%
30.7%
13.7%
24.6%
100.0%
Count
% within
Family
size
Joint
Count
Expected
Count
% within
Family
size
Total
Count
Expected
Count
% within
Family
size
Pearson Chi-Square
4.549
Degree of freedom
a
Asymp. Sig. (2-sided)
3
.208
Further in 75 joint family 18 respondent are in the opinion that advertisement
influence most in selecting present medicines for common diseases 25 respondent
give their opinion that recommendation of the friends and relatives influenced most
for selecting medicine for common disease, 24 respondent give their opinion that
doctor suggestion influence most for purchase of medicine used for common diseases
- 141 and 8 respondent give their opinion that retailer influence most for selecting medicine
for common disease. To know the association of family type and factor influence to
purchase medicine for common disease Ȥ2 Test statistic can be tested for the
Hypothesis.
Ho-There is no association of family type and factor influence to purchase medicine
for common disease.
H1- There is association of family type & factor influence to purchase medicine for
common disease.
Here Chi-Square test statistic (Ȥ2 ) = 4.549
Since Ȥ2 (3) =4.549, p > 0.05 at 5% level of significance then there is no significant
association of family type & factor influence to purchase medicine for common
disease.
4.2.6.2 Relation between Educational Qualification and factor influence most in
selecting medicine for common diseases
Every society possesses some form of social class which is important to the marketers
because the buying behavior of people in a given social class is similar.The analysis
of data in the table below indicates that among the 76 undergraduate 14 respondent
are in the opinion that advertisement influence most in selecting present medicines
for common diseases. 26 respondent give their opinion that recommendation of the
friends and relatives influenced most for selecting medicine for common disease 24
respondent give their opinion that doctor suggestion influence most for purchase of
medicine used for common diseases and 12 respondent give their opinion that retailer
influence most for selecting medicine for common disease.
- 142 Table no. 4.2.6.2:- Association of factor influences most in selecting medicine for
common disease with Educational Qualification.
Educational Qualification * Who influenced you most in selecting medicine for common
diseases Crosstabulation
Who influenced you most in selecting
medicine for common diseases
Friends
&
Educational
Under
Count
Qualification
graduate
Expected
Advertising
relatives
Retailer
Doctor
Total
14
26
12
24
76
23.6
23.3
10.4
18.7
76.0
18.4%
34.2%
15.8%
31.6%
100.0%
36
29
15
18
98
30.4
30.1
13.4
24.1
98.0
36.7%
29.6%
15.3%
18.4%
100.0%
52
46
18
39
155
48.1
47.6
21.2
38.2
155.0
33.5%
29.7%
11.6%
25.2%
100.0%
102
101
45
81
329
102.0
101.0
45.0
81.0
329.0
31.0%
30.7%
13.7%
24.6%
100.0%
Count
% within
Educational
Qualification
Graduate
Count
Expected
Count
% within
Educational
Qualification
Count
Expected
Post
Count
Graduate
% within
Educational
Qualification
Count
Expected
Count
Total
% within
Educational
Qualification
Pearson Chi-Square
Degree of freedom
9.631a
6
- 143 Asymp. Sig. (2-sided)
.141
Further in 98 respondent of graduate qualification 36 respondent are in the opinion
that
advertisement influence
most in selecting present medicines for common
diseases, 29 respondent give their opinion that recommendation of the friends and
relatives influenced most for selecting medicine for common disease, 18 respondent
give their opinion that doctor suggestion influence most for purchase of medicine
used for common diseases and 15 respondent give their opinion that retailer influence
most for selecting medicine for common disease. Similarly 155 postgraduate
respondent 52 respondent are in the opinion that advertisement influence most in
selecting present medicines for common diseases, 46 respondent give their opinion
that recommendation of the friends and relatives influenced
most for selecting
medicine for common disease, 39 respondent give their opinion that doctor suggestion
influence most for purchase of medicine used for common diseases
and 18
respondent give their opinion that retailer influence most for selecting medicine for
common disease To know the association of Qualification and factor influence to
purchase medicine for common disease Ȥ2test statistic can be tested for the Hypothesis
Ho-There is no association of Qualification and factor influence to select medicine for
common disease
H1- There is association of Qualification & factor influence to select medicine for
common disease
Here Chi-Square test statistic (Ȥ2 ) = 9.631
Since Ȥ2 (6) =9.631, p > 0.05 at 5% level of significance then there is no significant
association of qualification & factor influence to select medicine for common disease.
- 144 4.2.6.3 Relation between Occupation and factor influence most in selecting
medicine for common diseases:The analysis of data in the table above indicates that among the 49 student respondent
16 respondent are in the opinion that advertisement influence most in selecting
present medicines for common diseases 17 respondent give their opinion that
recommendation of the friends and relatives influenced most for selecting medicine
for common disease 12 respondent give their opinion that doctor suggestion influence
most for purchase of medicine used for common diseases and 4 respondent give their
opinion that retailer influence most for selecting medicine for common disease.
Table no. 4.2.6.3:- Association between Occupation and factor influence most in
selecting medicine for common diseases.
Occupation * Who influenced you most in selecting medicine for common diseases
Crosstabulation
Occupation
Student
Count
Expected
Who influenced you most in selecting
medicine for common diseases
Friends
&
Advertising relatives Retailer Doctor
16
17
4
12
Total
49
15.2
15.0
6.7
12.1
49.0
32.7%
34.7%
8.2%
24.5%
100.0%
19
18
9
14
60
18.6
18.4
8.2
14.8
60.0
31.7%
30.0%
15.0%
23.3%
100.0%
25
22
14
22
83
25.7
25.5
11.4
20.4
83.0
30.1%
26.5%
16.9%
26.5%
100.0%
Count
% within
Occupation
Business
Count
Expected
Count
% within
Occupation
Count
Government
Service
Expected
Count
% within
Occupation
Contd…..
- 145 Occupation * Who influenced you most in selecting medicine for common diseases
Crosstabulation
Who influenced you most in selecting
medicine for common diseases
Friends
&
Advertising
Professional
Count
Expected
relatives
Retailer
Doctor
Total
34
36
11
16
97
30.1
29.8
13.3
23.9
97.0
35.1%
37.1%
11.3%
16.5%
100.0%
6
8
6
15
35
10.9
10.7
4.8
8.6
35.0
17.1%
22.9%
17.1%
42.9%
100.0%
2
0
1
2
5
1.6
1.5
.7
1.2
5.0
40.0%
0.0%
20.0%
40.0%
100.0%
102
101
45
81
329
102.0
101.0
45.0
81.0
329.0
31.0%
30.7%
13.7%
24.6%
100.0%
Count
% within
Occupation
Housewife
Count
Expected
Count
% within
Occupation
Any Other
Count
(Please
Expected
Specify)
Count
% within
Occupation
Total
Count
Expected
Count
% within
Occupation
Pearson Chi-Square
Degree of freedom
17.755
15
- 146 Asymp. Sig. (2-sided)
.276
Further in 60 respondent of business occupation 19 respondent are in the opinion that
advertisement influence most in selecting present medicines for common diseases,18
respondent give their opinion that recommendation of the friends and relatives
influenced most for selecting medicine for common disease,14 respondent give their
opinion that doctor suggestion influence most for purchase of medicine used for
common diseases and 19 respondent give their opinion that retailer influence most
for selecting medicine for common disease. Similarly 83 respondent of Government
service 25 respondent are in the opinion that advertisement influence most in
selecting present medicines for common diseases, 22 respondent give their opinion
that recommendation of the friends and relatives influenced
most for selecting
medicine for common disease, 22 respondent give their opinion that doctor suggestion
influence most for purchase of medicine used for common diseases
and 14
respondent give their opinion that retailer influence most for selecting medicine for
common disease. In 97 professional respondent 34 respondent are in the opinion that
advertisement influence most in selecting present medicines for common diseases, 36
respondent give their opinion that recommendation of the friends and relatives
influenced most for selecting medicine for common disease, 16 respondent give their
opinion that doctor suggestion influence most for purchase of medicine used for
common diseases and 11 respondent give their opinion that retailer influence most
for selecting medicine for common disease. In 35 housewife respondent 6 respondent
are in the opinion that advertisement influence most in selecting present medicines
for common diseases,8 respondent give their opinion that recommendation of the
friends and relatives influenced most for selecting medicine for common disease, 15
respondent give their opinion that doctor suggestion influence most for purchase of
medicine used for common diseases and 6 respondent give their opinion that retailer
- 147 influence most for selecting medicine for common disease. 5 respondent of different
occupation in which 2 respondent influenced by advertisement, 2 by doctor & 1
influenced by retailer for selecting medicine for common disease. To know the
association of occupation and factor influence to purchase medicine for common
disease Ȥ2 test statistic can be tested for the Hypothesis
Ho-There is no association of occupation and factor influence to select medicine for
common disease
H1- There is association of occupation & factor influence to select medicine for
common disease
Here Chi-Square test statistic (Ȥ2) = 17.755
Since Ȥ2 (15) =17.755, p > 0.05 at 5% level of significance then there is no significant
association of occupation & factor influence to select medicine for common disease.
4.2.6.4 Relation between Marital Status and factor influence most in selecting
medicine for common diseases:The analysis of data in the table above indicates that among the 208 married
respondents 62 respondent are in the opinion that advertisement influence most in
selecting present medicines for common diseases 64 respondent give their opinion
that recommendation of the friends and relatives influenced
most for selecting
medicine for common disease, 56 respondent give their opinion that doctor suggestion
influence most for purchase of medicine used for common diseases
and 26
respondent give their opinion that retailer influence most for selecting medicine for
common disease.
- 148 Table no. 4.2.6.4:- Association between Marital Status and factor influence most
in selecting medicine for common diseases.
Marital Status * Who influenced you most in selecting medicine for common diseases Cross
tabulation
Who influenced you most in selecting medicine
for common diseases
Friends &
Advertising
Total
Retailer
Doctor
relatives
Marital Married
Count
62
64
26
56
208
Status
Expected
64.5
63.9
28.4
51.2
208.0
29.8%
30.8%
12.5%
26.9%
100.0%
39
37
18
24
118
36.6
36.2
16.1
29.1
118.0
33.1%
31.4%
15.3%
20.3%
100.0%
Count
0
0
1
1
2
Expected
.6
.6
.3
.5
2.0
0.0%
0.0%
50.0%
50.0%
100.0%
Count
1
0
0
0
1
Expected
.3
.3
.1
.2
1.0
100.0%
0.0%
0.0%
0.0%
100.0%
102
101
45
81
329
102.0
101.0
45.0
81.0
329.0
31.0%
30.7%
13.7%
24.6%
100.0%
Count
% within
Marital
Status
Unmarried
Count
Expected
Count
% within
Marital
Status
Widow
Count
% within
Marital
Status
Separated
Count
% within
Marital
Status
Total
Count
Expected
Count
% within
Marital
Status
Pearson Chi-Square
Degree of freedom
7.936
a
9
- 149 Asymp. Sig. (2-sided)
.541
Further in
118 unmarried respondent 39 respondent are in the opinion that
advertisement influence most in selecting present medicines for common diseases,
37 respondent give their opinion that recommendation of the friends and relatives
influenced most for selecting medicine for common disease, 24 respondent give
their opinion that doctor suggestion influence most for purchase of medicine used
for common diseases and 18 respondent give their opinion that retailer influence
most for selecting medicine for common disease. Similarly in 2 widow
advertisement 1 respondent give their opinion that doctor suggestion influence most
for purchase of medicine used for common diseases and 1 respondent give their
opinion that retailer influence most for selecting medicine for common disease To
know the association of marital status and factor influence to purchase medicine for
common disease Ȥ2 test statistic can be tested for the Hypothesis.
Ho-There is no association of marital status and factor influence to select medicine
for common disease
H1- There is association of marital status & factor influence to select medicine for
common disease
Here Chi-Square test statistic (Ȥ2) = 7.935
Since Ȥ2 (9) =7.935, p > 0.05 at 5% level of significance then there is no significant
association of marital status & factor influence to select medicine for common
disease.
4.2.6.5 Relation between Age and influencing factor in selecting medicine for
common disease :- The analysis of data in the table above indicates that among the
96 respondents of age group 18-28 years 39 respondent are in the opinion that
advertisement influence most in selecting present medicines for common diseases
- 150 28 respondent give their opinion that recommendation of the friends and relatives
influenced most for selecting medicine for common disease, 17 respondent give
their opinion that doctor suggestion influence most for purchase of medicine used
for common diseases and 12 respondent give their opinion that retailer influence
most for selecting medicine for common disease.
Table no. 4.2.6.5:- Association between Age and factor influence most in selecting
medicine for common diseases.
Age * Who influenced you most in selecting medicine for common diseases Crosstabulation
Who influenced you most in selecting medicine for
Total
common diseases
Advertising
Friends &
Retailer
Doctor
relatives
Count
18-28
Expected Count
% within Age
Count
29-39
Expected Count
% within Age
Count
Age
40-50
Expected Count
% within Age
Count
51-61
Expected Count
% within Age
Count
> 61
Expected Count
% within Age
Count
Total
Expected Count
% within Age
Pearson Chi-Square
39
28
12
17
96
29.8
29.5
13.1
23.6
96.0
40.6%
29.2%
12.5%
17.7%
100.0%
34
43
18
34
129
40.0
39.6
17.6
31.8
129.0
26.4%
33.3%
14.0%
26.4%
100.0%
17
12
8
9
46
14.3
14.1
6.3
11.3
46.0
37.0%
26.1%
17.4%
19.6%
100.0%
10
16
4
15
45
14.0
13.8
6.2
11.1
45.0
22.2%
35.6%
8.9%
33.3%
100.0%
2
2
3
6
13
4.0
4.0
1.8
3.2
13.0
15.4%
15.4%
23.1%
46.2%
100.0%
102
101
45
81
329
102.0
101.0
45.0
81.0
329.0
31.0%
30.7%
13.7%
24.6%
100.0%
Degree of freedom
16.952a
12
- 151 Asymp. Sig. (2-sided)
.151
Further in 129 respondent of age group 34 respondent are in the opinion that
advertisement influence most in selecting present medicines for common diseases,
43 respondent give their opinion that recommendation of the friends and relatives
influenced most for selecting medicine for common disease, 34 respondent give
their opinion that doctor suggestion influence most for purchase of medicine used
for common diseases and 18 respondent give their opinion that retailer influence
most for selecting medicine for common disease. Similarly 46 respondent of age
group 40-50 years 17 respondent are in the opinion that advertisement influence
most in selecting present medicines for common diseases, 12 respondent give their
opinion that recommendation of the friends and relatives influenced
most for
selecting medicine for common disease, 9 respondent give their opinion that doctor
suggestion influence most for purchase of medicine used for common diseases and
8 respondent give their opinion that retailer influence most for selecting medicine
for common disease. Among 45 respondent of age group 51-61 years
respondent are in the opinion that
advertisement influence
10
most in selecting
present medicines for common diseases, 16 respondent give their opinion that
recommendation of the friends and relatives influenced most for selecting medicine
for common disease, 15 respondent give their opinion that doctor suggestion
influence most for purchase of medicine used for common diseases
and 4
respondent give their opinion that retailer influence most for selecting medicine for
common disease. Further 13 respondent of age group greater than 61, 2 respondent
are in the opinion that advertisement influence most in selecting present medicines
for common diseases,2 respondent give their opinion that recommendation of the
friends and relatives influenced most for selecting medicine for common disease, 6
respondent give their opinion that doctor suggestion influence most for purchase of
- 152 medicine used for common diseases
and 3 respondent give their opinion that
retailer influence most for selecting medicine for common disease To know the
association of Age and factor influence to purchase medicine for common disease Ȥ2
test statistic can be tested for the Hypothesis.
Ho-There is no association of Age and factor influence to select medicine for
common disease
H1- There is association of Age & factor influence to select medicine for common
disease
Here Chi-Square test statistic (Ȥ2) = 16.952
Since Ȥ2 (12) =16.952, p > 0.05 at 5% level of significance then there is no
significant association of Age & factor influence to select medicine for common
disease.
4.3 Lasting effect of Advertisement:Of all marketing weapons, advertising is renowned for its long lasting impact on
consumer mind, as its exposure is much broader.To know the extent of lasting effect
of advertisement input i.e how much time these advertisement make their lasting
effect on consumer, an attempt has been made. The relevant data and its analysis are
given below in table no. 4.3
Table no.4.3: Lasting effect of Advertisement
Lasting effect of Advertisement
S. No
Description
No. of Respondents
Percentage
1
Few hours
54
16.41
2
One day
29
8.81
3
One week
93
28.27
4
One month
74
22.49
5
More than month
79
24.01
329
100.00
Total
- 153 Fig 4.14: Lasting effect of Advertisement
The study indicates that about 28.27% respondent give their opinion that input of
advertisement make the lasting effect for one week. Similarly 24.01% respondent
give their opinion that input of advertisement make the lasting effect for more than
month and 22.49% respondent give their opinion that input of advertisement make the
lasting effect for about one month.Further more 16.41% respondent give their opinion
that input of advertisement make the lasting effect for few hours and 8.81%
respondent give their opinion that input of advertisement make the lasting effect for
about one day. Thus the study highlights that long lasting effect of advertisement is
about one week for consumer.
4.4 Impact of Advertisement to create the need of pharmaceutical productPharmaceutical advertising is one of the most important kinds of advertising that can
have a direct impact on the health of a consumer. In reality, it has been observed that
pharmaceutical product advertisers often promoted their products to achieve their own
goals at the potential risk of having an adverse effect on the consumer's health.
Advertisements, at times, tend to encourage consumers to evaluate products based
- 154 upon actual need. This type of advertising is most often seen in over-the-counter drug
product advertisements, and not as often in the case of prescription drug
advertisements, which is relatively new. Hence, this necessitates the fact that it is
essential for advertisers of such products to take special care and additional
responsibility when devising the promotional strategies of these products. In reality, it
has been observed that pharmaceutical product advertisers often promoted their
products to achieve their own goals at the potential risk of having an adverse effect on
the consumer's health. This type of advertising is most often seen in over-the-counter
drug product advertisements, and not as often in the case of prescription drug
advertisements, which is relatively new. Keeping this into consideration, an attempt is
made to assess the ability of advertisements to create the need for the product in mind
of consumers.
For this purpose consumer were classified into four categories:one categories includes
those respondents who are of the opinion that advertisement is able to create the need
of the products to a great extent, another categories includes those who are of the
opinion that it is able to create a need in their to a considerable extent.Other two
categories of respondents include those who are either accept to some extent or not at
all. The relevant data and its analysis are given below in table no.4.4
Table no.4.4:- Impact advertisement to create need among consumer.
Impact of advertisement to create need
S. No
Description
No. of Respondents
Percentage
1
To a great extent
67
20.36
2
To some extent
105
31.91
3
To a considerable extent
91
27.66
4
Not at all
66
20.06
Total
329
100.00
- 155 Fig. 4.15:- Impact advertisement to create need among consumer.
The analysis of data indicates that as many as 31.91% respondent are of the opinion
that advertisement of the product is able to create the need of the product in their mind
to great extent.Another 27.66% respondent are of the view that it is able to create the
need of for the product to considerable extent.Furthermore 20.36% of the respondent
is of the opinion that it is able to create the need for the to a great extent in their mind.
Remaining 20.06% respondent feel that advertising is not able to create the need for
the product at all in their mind.Thus the analysis clearly indicates that most of the
respondents are of the opinion that advertising plays significant role in creating the
need for the product in the mind of consumers but with varying extent.
4.5 Nature of AttentionAttention is a necessary ingredient for effective advertising. The market for consumer
attention
(or “eyeballs”) has become so competitive that attention can be
regarded
as
a currency.It
is
the
most
convenient
route
to
reach
to
consumers.Consumers are manipulated by advertisement promise that the product will
do something special for them which will transform their life.The main reasons for
- 156 liking an advertisement was the information it provided regarding the discount,special
gifts,brands and quality of the products. Keeping these factors into consideration an
attempt was made to know nature of attention paid by the customer when they see
new advertisement of pharmaceutical product like vitamin, tablets, cough syrup and
contraceptive etc. The relevant data and its analysis are given below in table no.4.5
Table no. 4.5:- Nature of attention paid by consumer in pharmaceutical
advertisement
Nature of attention paid by consumer in pharmaceutical advertisement.
S. No
Description
No. of Respondents
Percentage
1
more attention
78
23.71
2
some attention
158
48.02
3
little attention
60
18.24
4
ignore it
33
10.03
329
100.00
Total
Fig. 4.16:- Nature of attention paid by consumer in pharmaceutical
advertisement
- 157 The analysis indicates that 48.02% respondent revealed that they pay some attention
towards advertisement whenever they seen any new pharmaceutical advertisement.
23.71% indicated that they pay more attention towards advertisement whenever they
seen any new pharmaceutical advertisement. Similarly 18.24 % indicated that they
pay little attention towards advertisement whenever they seen any new
pharmaceutical advertisement. Remaining
10.03%
respondent revealed that they
ignore it. This signifies that sample is dominated by those respondents who pay some
attention towards pharmaceutical advertisement.
4.6 Attributes observed in advertisement –
Advertising systems serve ads directly based on demographic, psychographic, or
behavioral attributes associated with the consumer(s) exposed to the ad. The
pharmaceutical industry has not been as efficient in leveraging the power of their
brands. This is primarily because drugs have always competed against each other
based on functional attributes (clinical and product related features) In pharmaceutical
advertisement some following pharmaceutical attributes like strength,dosage
form,route of administration and dosing schedule are observed by consumers.To
know the product pharmaceutical advertisement attribute an attempt has been made.
The relevant data and its analysis are given below in table no.4.6
Table no. 4.6:- Attributes observed in advertisement
Attributes observed in advertisement
S. No
Description
No. of Respondents
Percentage
1
Strength
174
52.89
2
Dosage form
79
24.01
3
Route of administration
37
11.25
4
Dosing schedule
39
11.85
Total
329
100.00
- 158 Fig. 4.17:- Attributes observed in advertisement
The analysis indicates that 52.89 % respondent revealed that strength attribute in
pharmaceutical advertisement are observed by him. 24.01 % indicated that Dosage
form attribute in pharmaceutical advertisement are observed by him. Similarly 11.85
% indicated that Dosing schedule attribute in pharmaceutical advertisement are
observed by him. Remaining 11.25 % indicated that route of administration attribute
in pharmaceutical advertisement are observed by consumers.
4.7 Extent of influence of Pharmaceutical Advertisement:An attempt was made to examine the role of advertisement in the purchasing of
pharmaceutical product/medicines.This attempt was directed to explain the ability of
the advertisement to influence the consumer to purchase particular type of
pharmaceutical product/ medicines. The result is shown in table no.4.7
Table no. 4.7:- Extent of influence of Pharmaceutical Advertisement
Extent of influence of Pharmaceutical Advertisement
S. No
1
2
3
4
Description
To a great extent
To some extent
To a considerable extent
Not at all
Total
No. of Respondents
67
105
91
66
329
- 159 -
Percentage
20.36
31.91
27.66
20.06
100.00
Fig 4.18:- Extent of influence of Pharmaceutical Advertisement
The analysis indicates that 31.91% respondent revealed that they influence by
pharmaceutical advertisement to some extent
product. Another 27.66 % indicated that
in purchasing a particular type of
they influence by pharmaceutical
advertisement to considerable extent in purchasing a particular type of product.
Similarly 20.36 % indicated that they influence by pharmaceutical advertisement to a
great extent in purchasing a particular type of product. Remaining 20.06% respondent
are in the opinion that pharmaceutical advertisement had not influenced them at all in
purchasing the pharmaceutical products/medicine.
4.8 Relying on Pharmaceutical Advertisement in purchase decision:Over-the-counter (OTC) drugs are one of the most important and easily available
public health aids for the treatment of common conditions or symptomatic relief.
Although there are different means of providing the consumers with drug information,
advertising seems to be one of the best ways and a powerful method of broadcasting
information. Numerous changes have occurred in pharmaceutical advertising in recent
times. In the past, pharmaceutical manufacturers relied on physicians and pharmacists
to provide the drug information to the patients. However, with the advent of
- 160 technology, medications came to be marketed to the consumers, using a variety of
media, thus enabling them to make drug choices for themselves. An attempt was
made to assess that consumer relied on these pharmaceutical advertisemement while
making purchase decision.
The respondent view regarding the relying on advertisement while making purchase
decision is presented in table no 4.8
Table no.4.8 :- Relying on advertisement in purchase decision
Relying on advertisement in purchase decision
S. No
Description
No. of Respondents
Percentage
1
Strongly agree
62
18.84
2
Agree to some extent
147
44.68
3
Disagree to Some extent
58
17.63
4
Strongly Disagree
62
18.84
329
100.00
Total
Fig 4.19. Relying on advertisement in purchase decision
The analysis of data indicates that 44.68 % respondent are of the opinion that they
agree to some extent on rely upon advertisement while making purchase decision
.Another 18.84% respondent are of the view that they strongly agree on rely upon
- 161 advertisement while making purchase decision. Furthermore 17.63% of the
respondent is of the opinion that they agree to some extent on
rely upon
advertisement while making purchase decision.Remaining 18.84% respondent are of
the opinion that they do not rely upon advertisement while making purchase decision.
4.9 Advertising attributes that impacts in selection of medicines :Advertisement is a single component of marketing process. Pharmaceutical
companies use positive emotional appeals, negative emotional appeals, and rational
appeals. Positive emotional appeals target consumers by using celebratory anthems,
humorous situations, and intimate moments. Rational appeals offer a factual
presentation of news about the brand’s features, attributes, or benefits, comparisons
with other brands, statistical information, or product usage information. Products may
have peripheral or associated attribute to facilitate its identification and acceptance by
the buyers. Advertising can serve for marketing well if it is suitable for marketing
strategy. Advertising build brand awareness, which builds trust and credibility.
Advertiser use different attribute to enhance the effectiveness of advertising in favor
of the product. Keeping this into consideration, an attempt was made to know most
appealing advertising attribute in favor of medicine selection. The various advertising
attribute includes Theme of advertisement, visual presentation of advertisement,
Strength of medicine in advertisement, Dosage form in advertisement & celebrities
role in advertisement are incorporated in questionnaire and view of respondent are
recorded. In questionnaire respondent response are recorded on Likert scale in which
1 stands for strongly agree, 2 stands agree, 3 stands for neutral, 4 stands for Disagree
and 5 stands for strongly disagree. The information in this respect is present below in
table no.4.9
- 162 Table no.4.9 :- Advertising attributes that impacts in selection of medicines
S.
no
1
2
3
4
5
Attributes
Theme of
Advertisement
influence me to buy
the products
Visual presentation of
advertisement create
more attention
Strength of Medicines
in advertisement is
also a influencing
factor
In Advertisement,
Dosage form (tablet,
capsule, liquid etc)
also helps me to buy
the particular medicine
Pharmaceutical
advertisement done by
celebrities motivate
me to purchase the
medicine
Strongly
agree
Agree
Neutral
Disagree
Strongly
disagree
118
(35.9%)
103
(31.3%)
65
(19.8%)
37
(11.2%)
6
(1.8%)
329
(100%)
2.12
1.077
110
(33.4%)
75
(22.8%)
85
(25.8%)
38
(11.6%)
21
(6.4%)
329
(100%)
2.35
1.230
93
(28.3%)
75
(22.8%)
90
(27.4%)
54
(16.4%)
17
(5.2%)
329
(100%)
2.47
1.207
44
(13.4%)
59
(17.9%)
78
(23.7%)
96
(29.2%)
52
(15.8%)
329
(100%)
3.16
1.272
43
(13.1%)
39
(11.9%)
59
(17.9%)
86
(26.1%)
102
(31.0%)
329
(100%)
3.50
1.377
Total
Mean
Fig 4.20:- Advertising attributes that impacts in selection of medicines
The analysis of data indicatesa) Theme of advertisement :- The study indicates that about 35.9% respondent are
strongly agree that theme of advertisement influence him to buy the products.
Similarly 31.3% respondent are agree that theme of advertisement influence him to
- 163 SD
buy the products and 19.8 % respondent are neutral about theme of advertisement
influence him to buy the products.Further more 11.20% respondent are disagree that
theme of advertisement influence him to buy the products and only 1.8% respondent
are strongly disagree that theme of advertisement influence him to buy the products.
The mean value and standard deviation of this attributes are 2.12 and 1.077
respectively.
b) Visual presentation:- The study indicates that about 33.4 % respondent are strongly
agree that Visual presentation of advertisement create more attention.
Similarly
22.8% respondent are agree that Visual presentation of advertisement create more
attention and 25.8 % respondent are neutral
about Visual presentation of
advertisement create more attention. Further more 11.60% respondent are disagree
that Visual presentation of advertisement create more attention and only 6.40%
respondent are strongly disagree that Visual presentation of advertisement create more
attention. The mean value and standard deviation of this attributes are 2.35 and 1.230
respectively.
c) Strength of Medicines :- The study indicates that about 28.3 % respondent are
strongly agree that Strength of Medicines in advertisement is also a influencing factor.
Similarly 22.8% respondent are agree that Strength of Medicines in advertisement is
also a influencing factor and 27.4 % respondent are neutral
about Strength of
Medicines in advertisement as influencing factor.Further more 16.4% respondent are
disagree that Strength of Medicines in advertisement is also a influencing factor and
only 5.2% respondent are strongly disagree that Strength of Medicines in
advertisement is also a influencing factor. The mean value and standard deviation of
this attributes are 2.47 and 1.207 respectively.
- 164 d) Dosage form (tablet, capsule, liquid etc):- The study indicates that about 13.4 %
respondent are strongly agree that In Advertisement, Dosage form (tablet, capsule,
liquid etc) also helps me to buy the particular medicine. Similarly 17.9 % respondent
are agree that In Advertisement, Dosage form (tablet, capsule, liquid etc) also helps
me to buy the particular medicine and 23.7 % respondent are neutral about In
Advertisement, Dosage form (tablet, capsule, liquid etc) also helps me to buy the
particular medicine.Further more 29.2%
respondent are disagree that In
Advertisement, Dosage form (tablet, capsule, liquid etc) also helps me to buy the
particular medicine and only 15.8% respondent are strongly disagree that In
Advertisement, Dosage form (tablet, capsule, liquid etc) also helps me to buy the
particular medicine. The mean value and standard deviation of this attributes are 3.16
and 1.272 respectively.
e) Role of celebrities:- The study indicates that about 13.1% respondent are strongly
agree that Pharmaceutical advertisement done by celebrities motivate him to purchase
the medicine.
Similarly 11.9% respondent are agree that Pharmaceutical
advertisement done by celebrities motivate him to purchase the medicine and 17.9%
respondent are neutral
about Pharmaceutical advertisement done by celebrities
motivate him to purchase the medicine.Further more 26.10% respondent are disagree
that Pharmaceutical advertisement done by celebrities motivate him to purchase the
medicine and 31.00% respondent are strongly disagree that Pharmaceutical
advertisement done by celebrities motivate me to purchase the medicine. The mean
value and standard deviation of this attributes are 3.50 and 1.377 respectively. The
analysis indicates that Theme of Advertisement influence consumer to buy the
products has scored lowest mean as compared to all other attributes.
- 165 4.10 Demographic Characteristics of Respondents (Doctors):Pharmaceutical marketing differs from
other types of marketing because the
consumer i.e. the patients are not the target
audience, whereas the physicians
prescribing the medicines are the target audience of the pharmaceutical companies. It
is the doctor who makes the decision on behalf of the patient. Physicians are
privileged with the right of recognizing the need of their patients and recommend
medications for the well-being of their patients. Hence, the relation between the
physician and pharmaceutical companies may create a conflict between the ethical
professional interest of a doctor and his financial self-interest. The increase in
incentives to attract the doctor’s prescription behaviour reflects as a rise in the price of
prescription medicines. The pharmaceuticals resort to many ways in marketing their
product. Giving away gifts, free lunches, sponsoring education and holidays have all
been criticized as inducements which compel a doctor to prescribe without scientific
basis.
The increased expenditure for drug promotion will affect the price of the prescription
drugs and this in turn will have an adverse impact on the expenses on health care. In
India same molecules are sold by different pharmaceuticals under different brand
names. To cite an example: there are over hundred and forty brands of omeprazole, a
proton pump inhibitor, available in India. How does a doctor select a brand? What are
the factors that influence the prescription behaviour of the doctor? What is the
influence of pharmaceutical advertising on prescription behaviour?
When the physician listens to the detailing by a sales person and later accepts the gifts
or samples given by the sales person an immediate industry physician relationship is
established. This puts the doctor under some obligation to prescribe the brands that
are promoted. The time spent with sales personnel is associated with some benefits to
- 166 the doctor like getting information and free samples but it takes away the physicians’
valuable time. The time, spend with the sales personnel should be valued against the
monetary or leisure benefits gained in that time. The physician could have utilized the
time for leisure activities, gained monetary benefits through consulting patients or
even improve his/her knowledge by keeping up-to-date with the literature. Samples
left by the sales personnel may be the only reminder to the product long after the
detailing. sampling was only “some what effective” in influencing prescription
practice. Drug promotion includes the activities of medical representatives, drug
advertisements to physicians, provision of gifts and samples, drug package inserts,
direct-to-consumer
advertisements,
periodicals,
telemarketing,
holding
of
conferences, symposiums and scientific meetings, sponsoring of medical education
and conduct of promotional trials. It is well understood that the pharmaceutical
companies do have trade interests in promoting their products for disseminating
information about the drug it produces, but it should do so in a fair, accurate, and
ethical manner. The blurring boundaries of what constitutes fair practices are of
intense debate in issues involving drugs promotion.
Pharmaceutical product advertising, in India, is regulated mainly by ‘The Drugs and
Magic Remedies (Objectionable Advertisements) Act, 1954’ and by ‘The Drugs and
Cosmetics Rules, 1945’ . These acts provide for the consistency of the advertisements
with the approved prescribing information, prohibition of certain types of
advertisements, and penalties against any instance of breach of these mandatory
requirements.
The Drugs And Magic Remedies (Objectionable Advertisements) Act, 1954:
The purpose of the Act is to control advertisements of drugs in certain cases and to
prohibit advertisements of remedies that claim to possess magic qualities. According
- 167 to this Act, advertisement includes any notice, circular, label, wrapper or other
document and any announcement made orally or by means of producing or
transmitting light, sound or smoke. The term drug would include medicines for
internal or external use of human beings, substances used in diagnosis, cure,
mitigation, treatment or prevention of disease in human beings or animals, any article
that would influence the structure or organic function of the body of human beings or
animals other than food and any article used as a component of any medicine
substance. Magic remedy would include any talisman, mantra, kavacha and any other
charm which claims to possess miraculous powers in relation to the diagnosis, cure,
mitigation, treatment or prevention of any disease or influencing structure or organic
function of the body.The table below provides an overview of the key promotion
methods used to target doctors:
Table No. 4.10 :- Doctor-directed promotion methods
S.no
Type
Example
1
PharmaceuticalAdvertisements
• Brochures
• Sponsored articles
• Internet
•Sponsored
journals
subscription
or textbooks
2
Personal Selling
• Visits by medical representatives
•Sponsored events with “key opinion
leaders” in the field. Most of the time,
these company sponsored guest speakers
use presentation slides provided by the
company for their talk.
- 168 S.no
Type
Example
3
Trade promotion
• Gifts
• Gimmicks and incentive schemes based
on number of prescriptions
• Product samples
4
Sponsorship
Academic activities
• Symposiums
• Exhibition booths
• Registration fees
• Tutoring sessions
• Journal clubs
• Free textbooks and journal subscriptions
Non-academic activities
• Entertainment
• Excursions
• Travelling expenses
• Meals
• Family-related activities
• Donations or support for facilities used
in offices i.e. fax machine, printer,
furniture, etc.
Over the counter drugs can be sold directly to the consumers / patients without any
doctor's prescription. On the other hand, Prescription drugs are the drugs which are
required to be dispensed under the supervisionRIDphysician.
So to know the impact of advertisement on doctor prescription behavior a
quessttionaire is also designed for doctors.Doctor prescription behaviour ad their
decision regarding medicine prescription is also influenced by their profile like
Qualification,position hold by doctor, No. of years of practice,Regional status of
- 169 practice,practice hour & O.P.D frequency etc.Keeping this into consideration,an
attempt was made to isolate the profile of respondents.
4.10.1 Qualification wise classification of doctors:It is established fact that doctor prescription behavior and impact of advertisement on
doctor prescription behaviour varies with qualification.Keeping this into consideration
an attempt was made to classify doctors (respondents) on the basis of their
qualification.For this purpose, respondents included in the sample were classified into
three categories which included those Graduation (M.B.B.S), Post Graduate
(MD/MS) and Specialist (Mch/Diploma). The information about Qualification wise
classification of respondents is presented below in table no. 4.10.1
Table no.4.10.1 :- Qualification wise classification of Doctor
Qualification wise classification of Doctor
S. no Qualification
No. of Respondents
Percentage
7
4.67
1
Graduate (MBBS)
2
Post Graduate (MD/MS)
134
89.33
3
Specialist.(Mch/Diploma)
9
6.00
150
100.0
Total
Fig 4.21:- Qualification - wise classification of Doctor
- 170 The analysis of data indicates that 89.33% of respondent are in the qualification of
post graduate (MD/MS). Similarly 6% of respondent are in the qualification of
Specialist (Mch/Diploma) and 6% of respondent are in the qualification of Graduation
(MBBS). The analysis clearly reflects that the sample is dominated by those
respondents who are in the qualification of post graduate (MD/MS).
4.10.2 Classification on the basis of Position hold by Doctor:The different position hold by doctor also having a different prescription behaviour
about medicines.The impact of advertisement is also varies with different position
hold by doctors. Keeping this into consideration an attempt was made to classify
doctors (respondents) on the basis of the Position hold by respondents. For this
purpose ,respondents included in the sample were classified into four categories
which included those Medical Officer (M.B.B.S), Junior Resident/MD/MS), Senior
resident/Super Specialist and Professor/Teacher. The information about classification
on the basis of Position hold by respondents is presented below in table no. 4.10.2
Table no.4.10.2 :- Classification on the basis of Position hold by respondents
Classification on the basis of Position hold by respondents
S.
No
Position
No. of Respondents
Percentage
1
Medical Officer
7
4.67
2
Junior resident/MS/MD
135
90.00
Senior resident/
3
Super specialization
5
3.33
4
Professor/Teacher
3
2.00
150
100.00
Total
- 171 Fig 4.22 :- Classification on the basis of Position hold by respondents
The analysis of data indicates that 90.00% of respondent hold the position of Junior
Residents/MD/MS. Similarly 4.67% of respondent hold the position of Medical
officer in Hospital and 3.33% of respondent hold the position of senior resident/Super
specialization. Further more 2.00%
of respondent hold the position of
Professor/Teacher. The analysis clearly reflects that the sample is dominated by those
respondents who Hold the position of Junior Residents/MD/MS.
4.10.3 Classification on the basis of No. of years of practice :No. of years of practice is also a distinguishing variable of doctors prescription
behaviour. The doctor having high no. years of practice generally know the prons and
cons effect of pharmaceutical advertisement. Keeping this into consideration an
attempt was made to classify doctors (respondents) on the basis of No. of years of
practice. For this purpose ,respondents included in the sample were classified into
four groups which included those 0-2 years of practice, 2-5 years of practice, 5-10
years of practice & more than 10 years of practice. The information about
classification on the basis of No. of years of practice of respondents is presented
below in table no. 4.10.3
- 172 Table no.4.10.3 :- Classification on the basis of No. of years of practice
Classification on the basis of no. of years of Practice
S. no No. of years of Practice
No. of Respondents
Percentage
1
0 to 2 years
53
35.33
2
2 to 5years
72
48.00
3
5 to 10 years
8
5.33
4
>10 years
17
11.33
150
100.00
Total
Fig 4.23 :- Classification on the basis of No. of years of practice
The analysis of data indicates that 48.00% of respondent having 2 to 5 years of
practice. Similarly 35.33 % of respondent having 0 to 2 years of practice and 11.33%
of respondent having more than 10 years of practice. Further more 5.33%
of
respondent having 5-10 years of practice. The analysis clearly reflects that the sample
is dominated by those respondents having 2 to 5 years of practice.
4.10.4 Classification on the basis of Regional Status of practice:Regional status of practice by doctors are important variable for prescription of
medicine to the medicine and pharmaceutical company also make their advertising
strategy according to doctor practice place .
- 173 Keeping this into consideration an attempt was made to classify doctors (respondents)
on the basis of regional status of practice . For this purpose ,respondents included in
the sample were classified into three groups i) whose regional status of practice is in
rural area,ii) whose regional status of practice is in semi urban area & iii) whose
regional status of practice is in urban area. The information about classification on the
basis of regional status of practice of
respondents is presented below in table
no.4.10.4
Table no.4.10.4 :- Classification on the basis of Regional Status of Practice Place
Regional Status of Practice Place
S. no
Regional Status of Practice
No. of Respondents
Percentage
1
Rural
10
6.67
2
Semi Urban
28
18.67
3
Urban
112
74.67
150
100.0
Total
Fig 4.24 :- Classification on the basis of Regional Status of Practice Place
- 174 The analysis projects that 74.67 % of doctors having regional status of practice is
urban . Similarly 18.67 % of doctors having regional status of practice is semi-urban
and 6.67 % of doctors having regional status of practice is rural. The analysis clearly
reflects that the sample is dominated by those doctors whose regional status of
practice is urban.
4.10.5 Classification on the basis of practice hours by doctors:Impact of pharmaceutical advertising is closely associated with practice hours of
doctors because during practice hour or clinic time medical representative routinely
detail doctors, seeking them out for direct interaction to provide product information,
and to use these visits as an opportunity to build product name recognition and
increase market share. Keeping this into consideration an attempt was made to
classify doctors (respondents) on the basis of practice hours . For this purpose
,respondents included in the sample were classified into four groups: i) whose
practice houre is 4 hrs ,ii) whose practice houre is 6 hrs iii) whose practice houre is 8
hrs & iv) whose practice houre is round the clock (24 hrs) hrs. The information about
classification on the basis of practice hours by doctors of respondents is presented
below in table no. 4.10.5
Table no.4.10.5 :- Classification on the basis of Practice Hours
Practice Hours - wise classification of doctors
S. No
Practice Hours
No. of Respondents
1
4 hrs
4
2.67
2
6 hrs
84
56.00
3
8 hrs.
51
34.00
4
Round the clock
11
7.33
150
100.0
Total
- 175 Percentage
Fig 4.25 :- Classification on the basis of Practice Hours
The analysis projects that 56 % of doctors having practice hours is 6 hrs . Similarly
34% % of doctors having practice hours is 8hrs and 7.33 % of doctors having
practice hours is 4 hrs. Further more 2.67 % of doctors having practice hours is Round
the clock (24 hrs) The analysis clearly reflects that the sample is dominated by those
doctors whose practice hours is 6 hrs.
4.10.6 Classification on the basis of O.P.D frequency :- A Medical Representative
is an important medium of communication with doctors/retailers. Detailing refers to the
activity of pharmaceutical sales representatives when they make calls to physicians and
provide them with "details” approved scientific information, benefits, side effects, or adverse
events related to a drug. Pharmaceutical companies make their advertising strategy on the
basis of O.P.D frequency also. Keeping this into consideration an attempt was made to
classify doctors (respondents) on the basis of O.P.D frequency.For this purpose,
respondents included in the sample were classified into five groups : i) whose O.P.D
frequency is <15 ii) whose O.P.D frequency is in between 15 to 25 iii) whose O.P.D
frequency is in between 26 to 40 iv) whose O.P.D frequency is in between 21 to 54
- 176 v) whose O.P.D frequency is > 54. The information about classification on the basis
of of O.P.D frequency is presented below in table no. 4.10.6
Table no. 4.10.6 :- Classification on the basis of O.P.D Frequency
O.P.D Frequency (Daily Average)-wise classification
S. No
O.P.D Frequency per day
No. of Respondents
Percentage
1
<15
3
2.00
2
15 to 25
57
38.00
3
26 to 40
42
28.00
4
40 to 54
24
16.00
5
>54
24
16.00
150
100.0
Total
Fig 4.26 :- Classification on the basis of O.P.D Frequency
The analysis projects that 38% of doctors having O.P.D frequency between 15 to 25.
Similarly 28% of doctors having O.P.D frequency between 26 to 40 and 16 % of
doctors having O.P.D frequency between 40 to 54. Furthermore 16% of doctors
having O.P.D frequency >54 and 2 % of doctors having O.P.D frequency <15. The
analysis clearly reflects that the sample is dominated by those doctors whose OPD
frequency is between 15 to 25.
- 177 4.11 Impact of Pharmaceutical Advertisement on doctor's Presrcription
Behaviour :
In today's competitive world consumers are exposed to thousands of voices and
images in magazines, newspapers, and on billboards, websites, radio and television.
Similarly doctors
are
exposed
with
different
pharmaceutical
medium
of
advertisememnts. Advertisers attempts to steal at least a fraction of a persons time to
inform him or her of the amazing and different attributes of the product at hand. To
know the impact of different medium of pharmaceutical advertisement factor analysis
is used. This analysis was carried out on the data collected from questionnaire in
which the doctor were asked to tick a number that was most suitable to their choice
concerning 27 items that relate to their attitude/prescription behavior towards
pharmaceutical advertisement. A five point Likert-scale was used anchored from
strongly agree to strongly disagree for 27 items. The mean & standard deviation for
all the 27 items were obtained and tabulated in table no.4.11.1
Table no.4.11.1 Mean and standard deviation of all 27 items
S.no
1
2
3
4
5
6
Items
Importance of Clinical papers providing information
about medicine available for patient in the market.
Importance of promotional items (Dinner for the
physician and their family) provided by companies
Importance of promotional items (Free samples)
provided by companies
Importance of Hoardings providing information
about medicine available for patient in the market.
Importance of “Direct-to- Consumer
Advertisement” in promotion of medicines
Importance of advertising agency in Consumer
awareness about medicines
- 178 -
Mean
Std. Deviation
4.33
0.79
3.61
1.15
2.77
0.84
3.55
1.19
3.59
0.91
2.87
0.8
S.No
7
8
9
10
Items
Pharmaceutical advertisement are important factor
in prescription of branded medicines
Importance of celebrities used by companies in
brand promotion.
Creativity in pharmaceutical advertisement effect
my prescription decision
Importance of Ethical issues in Promotional activity
adopted by companies.
Mean
Std. Deviation
2.89
0.66
2.3
0.76
3.37
1.01
2.65
0.64
3
1.22
2.93
0.59
3.16
0.74
3.06
0.87
3.01
0.9
3.05
0.77
2.77
1.06
3.33
0.96
2.11
0.62
3.64
1.15
4.11
1.05
Frequency of pharmaceutical advertisement are
11
important factor which influence my prescription
decision
Pharmaceutical advertisement influence me to
12
change my prescription decision from Generic
medicine to Branded medicines
13
14
15
16
17
18
19
20
Importance of promotional activities adopted by
companies in the growth of consumerism
Importance of promotional channel used by
companies convening information to consumers
Importance of Regulatory Acts in your prescription
Specialized promotional channels and programmes
are important in the promotion of medicines.
Importance of Internet providing information about
medicine available for patient in the market.
Patient suggestion (demand) influence my
prescription decision
Is Medical Representative are important key
element in providing information about medicines.
Importance of promotional items (Lunch for
physician and staff) provided by companies
Importance of Medical Journals providing
21
information about medicine available for patient in
the market.
- 179 -
S.No
Items
Mean
Std. Deviation
3.33
0.9
3.96
1.26
2.83
0.8
1.81
0.85
3.37
1.2
2.71
0.86
2.96
0.9091
Importance of Medical Representative providing
22
information about medicine available for patient in
the market.
Importance of promotional items
23
(Pens/notepads/calendars/etc) provided by
companies
Effectiveness of information provided through
24
specific seminars held by companies in your
prescription
Importance of Television/ Electronic Media
25
providing information about medicine available for
patient in the market.
26
27
Importance of promotional items (Tickets to special
entertainment events) provided by companies
Importance of promotional items (Trips to seminars)
provided by companies
Overall
The result indicates that the highest score of doctor opinion that "clinical papers"
make an impact on prescription behavior with a mean of 4.33 followed by the
“medical
journals”
(4.12)
and
“Pens/notepads/calendars/etc”
(3.96).
The
pharmaceutical advertisements on doctor prescription behavior “Television/
Electronic Media” (1.81) scored the lowest followed by “Medical Representative are
important key element in providing information about medicines” (2.11) and
“Importance of celebrities used by companies in brand promotion” ( 2.25). The
overall mean score of all the 27 items of attitude towards prescription behavior was
2.96 and standard deviation 0.9091. This indicates that pharmaceutical advertisement
makes an impact on doctor prescription behavior. 27 items included for impact of
- 180 pharmaceutical advertisement study. The above mentioned statements having five
point Likert scales were subjected to factor analysis. Before the application of factor
analysis the following five techniques were also used for the analysis of data. (1) The
correlation matrix revealed that there is a strong positive correlation between the
pharmaceutical advertisement statements/methods. These statements were considered
appropriate for factor analysis procedure. (2) After correlation matrix, anti correlation
matrix was also constructed. This matrix shows that partial correlations among the
statements are low for example anti- image correlation of statement 1 with respect to
statements 1 to 27. Similarly most of the off diagonal elements are small indicating
that real factors exist in the data which is necessary for factor analysis. (3) Kaiser
Meyer Olkin measure of sampling adequacy focuses on the diagonal elements of
partial correlation matrix. It is clear that all of the diagonal elements of partial
correlation matrix were sufficiently high for factor analysis. (4) Test of sampling
adequacy was then performed. Sum of the values of diagonal elements of partial
correlation matrix from statement no. 1 to 27 was 0.665. This shows that statements
are good enough for sampling. (5) Bartlett’s Test of Sphericity was also conducted to
check the overall significance of the correlation matrices. The value of Kaiser-MeyerOlkin Measure of Sampling Adequacy is 0.695.The test value of Bartlett’s Test of
Sphericity was significant and it is indicating that correlation matrix is not an identity
matrix.
Table no.4.11.2:- KMO and Bartlett's Test
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Approx. Chi-Square
Bartlett's Test of Sphericity
2187.699
Df
351
Sig.
.000
- 181 -
.695
Fig 4.27 :- Scree plot
Scree Plot: This scree plot determined the eigenvalues of 27 factors of the factors of
pharmaceutical advertisement and for the purpose of this study, the researcher
selected five factors whose values greater than 1.81.
Principal component analysis (Varimax rotation Matrix): Principal Component
analysis was employed for extracting factors and orthogonal rotation with Varimax
was applied and shown in table no.4.11.3
Table no.4.11.3: Principal component analysis: Varimax rotation Matrix
Statements
1
Factor-1
Factor-2
Factor-3
Factor-4
Factor-5
Communalities
3
4
5
6
7
8
1
0.649
0.115
0.119
-0.568
0.168
0.799
2
0.763
0.068
0.352
0.213
-0.036
0.758
3
0
-0.108
0.53
0.456
0.506
0.756
4
-0.41
0.073
-0.176
-0.053
0.547
0.507
5
0.437
0.179
-0.489
0.205
0.224
0.554
6
0.449
0.014
-0.455
0.292
0.112
0.506
7
-0.073
-0.073
-0.05
0.197
-0.408
0.219
8
-0.412
0.012
0.513
-0.167
-0.135
0.479
9
0.237
0.657
-0.492
- 182 -
0.192
0.076
0.773
Statements
10
Factor-1
Factor-2
Factor-3
Factor-4
Factor-5
Communalities
0.09
0.101
0.119
-0.041
-0.453
0.239
11
0.129
0.69
-0.376
0.228
0.043
0.688
12
0.159
0.071
-0.108
-0.026
0.448
0.244
13
-0.309
0.833
0.232
-0.063
-0.045
0.849
14
-0.204
0.792
0.321
0.061
-0.044
0.777
15
-0.076
0.737
0.012
0
-0.033
0.55
16
-0.17
0.818
0.092
0.016
-0.027
0.708
17
-0.172
0.128
0.15
-0.406
0.527
0.511
18
0.537
-0.163
-0.611
0.05
0.15
0.714
19
-0.198
-0.05
-0.052
0.398
-0.05
0.206
20
0.761
0.044
0.341
0.272
-0.076
0.778
21
0.544
0.082
0.077
-0.519
-0.004
0.579
22
0.422
0.048
0.287
-0.538
0.193
0.493
23
0.57
0.177
0.396
-0.026
0.035
0.515
24
-0.043
-0.04
-0.264
-0.455
0.065
0.284
25
-0.765
-0.102
-0.147
0.033
0.108
0.63
26
0.687
-0.053
0.269
0.261
-0.086
0.623
27
-0.156
-0.146
0.515
0.497
0.46
0.769
Explanation of Variance: Total variance has been explained by table no. 4.11.4. As
latent root criterion was used for extraction of factors, only the factors having latent
roots or eigenvalues greater than 1.81 were considered significant; all other factors
with latent roots less 1.75 were considered insignificant and disregarded.
Table-4.11.4: Total variance explained (Rotation)
Total Variance Explained
Initial Eigenvalues
Rotation Sums of Squared Loadings
% of
Component
Total
% of
Variance
Cumulative%
Total
Variance
1
4.838
17.92
17.92
3.936
14.579
14.579
2
3.652
13.526
31.446
3.669
13.588
28.166
3
2.926
10.836
42.282
3.313
12.272
40.438
4
2.258
8.362
50.644
2.704
10.015
50.453
5
1.833
6.788
57.432
1.884
6.979
- 183 Cumulative %
57.432
The Eigen values for factor-1, 2, 3, 4, & 5 are 4.838, 3.652, 2.926, 2.258 and 1.833
respectively. Percentages of variance for factor-1, 2, 3, 4, & 5 are 14.579, 13.588,
12.272, 10.015, and 6.979 respectively. It indicates that five factors extracted from 27
pharmaceutical advertisement items have cumulative percentages up to 57.432% of
the total variance. This is pretty good bargain, because researcher is able to
economize on the number of variables (from 27 items reduced them into 5 underlying
factors).
Criteria for significant factor loading:
Now the role of factor loadings becomes important for interpretation of the factors.
Factor loading represent a correlation between statement no.1 and factor-1. The
criteria given by J. Hair where factor loadings based on sample size are taken as the
basis for decision about significant factor loading was adopted.
This research had 150 respondents as sample, a factor loading of 0.500 has been
considered significant. The Twenty statements no. 1, 2, 3, 4, 8, 9, 11, 13, 14, 15, 16,
17, 18, 20, 21, 22, 23, 25, 26, & 27 have high factor loading. Rest of the statements
have low factor loading “Importance of “Direct-to- Consumer Advertisement” in
promotion of medicines” (.437), “Importance of advertising agency in Consumer
awareness about medicines” (.449), “Pharmaceutical advertisement are important
factor in prescription of branded medicines” (-0.073),“Importance of Ethical issues in
Promotional activity adopted by companies.” (0.09), “Pharmaceutical advertisement
influence me to change my prescription decision from Generic medicine to Branded
medicines” (0.159), “Is Medical Representative are important key element in
providing information about medicines” (-0.198), “Specific Seminars held by
companies” (-0.043) were having factor loading below 0.500 except three items.
These statements were not considered for naming.
- 184 Naming of factors:
After a factor solution has been obtained, all variables have a significant loading on a
factor, the researcher attempt to assign some meaning to the pattern of factor loadings.
Variable with higher loadings are considered more important and have greater
influence on the name or label selected to represent a factor. Researcher examined all
the underlined variables for a particular factor and placed greater emphasis on those
variables with higher loadings to assign a name or label to a factor that accurately
reflected the variables loading on that factor. The names or label is not derived or
assigned by the factor analysis; rather, the label is intuitively developed by the factor
analyst based on its appropriateness for representing the underlying dimension of a
particular factor. All five factors have been given appropriate names on the basis of
variables represented in each case.
Table-4.11.5: Naming of factors
Factor
Number
Name
factor
of Label
Statement
Factor
Loading
Cronbach’
s alpha
Importance of Clinical papers
1
providing
information
about
medicine available for patient in 0.649
the market.
Importance
2
of
promotional
items (Dinner for the physician
and their family) provided by 0.763
companies
0.751
Patient
18
suggestion
influence
my
decision
- 185 (demand)
prescription
0.537
Importance
Factor-1
Detailing
20
of
promotional
items (Lunch for physician and 0.761
staff) provided by companies
Importance of Medical Journals
21
providing
information
about 0.544
medicine available for patient in
the market.
Importance
23
of
promotional
items(Pens/notepads/calendars/e
0.57
tc) provided by companies
25
Importance
of
Electronic
Media
information
Television/
providing
about
medicine -0.765
available for patient in the
market.
26
Importance
items
of
promotional
(Tickets
to
special 0.687
entertainment events) provided
by companies
Creativity
9
in
pharmaceutical
advertisement
effect
my 0.657
prescription decision
Frequency of pharmaceutical
11
important 0.690
advertisement
are
factor
influence
which
my
prescription decision
0.721
Importance
13
of
promotional
activities adopted by companies 0.833
in the growth of consumerism
- 186 -
Factor-2
Advertising
effectiveness
14
Importance
of
promotional
channel used by companies 0.792
convening
information
to
consumers
15
Importance of Regulatory Acts
0.737
in your prescription
16
Specialized
promotional
channels and programmes are
important in the promotion of 0.818
medicines.
Brand
Factor-3
positioning
Importance
3
of
promotional
items (Free samples) provided 0.53
by companies
0.708
Importance of celebrities used
8
by
companies
in
brand 0.513
promotion.
27
Importance
items
(Trips
promotional 0.515
of
to
seminars)
provided by companies
22
Factor-4
Influence
Importance
of
Representative
information
Medical -0.538
providing
about
medicine
available for patient in the
market.
- 187 0.718
Importance
4
providing
of
Hoardings
information
about 0.547
medicine available for patient in
Factor-5
Informative
the market.
0.785
17
Importance
providing
of
information
Internet
about
medicine available for patient in 0.527
the market.
(a) Factor-1: Detailing - This factor is most important factor which explained
14.579% of the variation. The statements as “Importance of Clinical papers providing
information about medicine available for patient in the market.” (0.649), “Importance
of promotional items (Dinner for the physician and their family) provided by
companies” (0.763), “Patient suggestion (demand) influence my prescription
decision” (0.537), “Importance of promotional items (Lunch for physician and staff)
provided by companies” (0.761), "Importance of Medical Journals providing
information about medicine available for patient in the market" (0.544), " Importance
of promotional items (Pens/notepads/calendars/etc) provided by companies" (0.570),
"Importance of Television/ Electronic Media providing information about medicine
available for patient in the market" (-0.765) , and " Importance of promotional items
(Tickets to special entertainment events) provided by companies" (0.687), are highly
correlated with each other. These eight medium of advertisements reflects that
pharmaceutical companies to educate a physician about a vendor's products in hopes
that the physician will prescribe the company’s products more often; hence, the
researcher names this segment as Detailing.
- 188 (b) Factor-2: Advertising effectiveness – Second kind of factor explained 13.588%
of the variances. In this segment, researcher took the six important variables such as
“Creativity in pharmaceutical advertisement effect my prescription decision” (0.657),
"Frequency of pharmaceutical advertisement is important factor which influence my
prescription decision."(0.690) “Importance of promotional activities adopted by
companies in the growth of consumerism” (0.833), " Importance of promotional
channel used by companies convening information to consumers" (0.792), "
Importance of Regulatory Acts in your prescription" (0.737)
and " Specialized
promotional channels and programmes are important in the promotion of medicines
(0.818). These statements revealed the effectiveness of advertisement that’s why
researcher named these variables advertising effectiveness.
(c) Factor-3: Brand positioning - This factor explained 12.272% of the variations.
“Importance of promotional items (Free samples) provided by companies” (0.530),
“Importance of celebrities used by companies in brand promotion.” (0.513), and
“Importance of promotional items (Trips to seminars) provided by companies”
(0.515). These statements shows promotional items hence researchers named this
segment as Brand positioning.
(d) Factor-4: Influence - This factor explained 10.015 % of the variations.
“Importance of Medical Representative providing information about medicine
available for patient in the market” (-0.538), statements shows influence for
prescription of medicine hence researchers named this segment as Influence.
(e) Factor-5: Informative - This factor explained 6.979% of the variations.
“Importance of Hoardings providing information about medicine available for patient
in the market” (0.547) and “Importance of Internet providing information about
- 189 medicine available for patient in the market” (0.527) .These statements show
information of advertisements hence researchers named this segment as Informative.
Reliability and validity of the construct: The analysis began with measuring
the reliability of the advertisements’ construct. First of all, internal reliability of the
scale (27 items) was examined using Cronbach’s alpha coefficient. Value of the
reliability are 0.7 and above as an indicator of good reliability. This pharmaceutical
advertisement research has been found value of Cronbach’s alpha coefficient greater
than 0.700 which is good. After that convergent validity can be assessed from the
proposed model by determining whether each indicator’s estimated maximum
likelihood loading on the underlying construct is significant. In the table 4.11.3 all
factor loading exceed 0.500 except seven items. This shows evidence of convergence
validity of this research. Composite reliability coefficients for each construct are also
finding out. Composite reliability should be greater than 0.7 to indicate reliable
factors (Hair et. al., 2011). This research study showed that composite reliability
coefficient are greater than 0.7 indicating reliability of all 27 items. Now, composite
reliability, variance extracted and Cronbach’s alpha coefficient values for all 27 items
greatly exceeded the minimum acceptable values. This research indicated that
measures were free from error and therefore yielding very consistent results. These
tests showed that our data are reliable and valid for this research.
4.12 Importance of medium providing information about medicine available for
patient in the market:In the 21st century, media such as television, print and radio attract the public by
imparting knowledge and awareness of products and services companies. Advertising
has become an essential marketing activity in the modern era of large scale production
and serve competition in the market.There are various medium of advertisement
- 190 which provide information about medicine available for patient in the market.
Keeping this into consideration an attempt was made to find out the importance of
various medium of pharmaceutical advertisememnt for doctors . The information
about Importance of medium providing information about medicine available for
patient in the market is presented below in table no 4.12
Table-4.12: Importance of medium providing information about medicines
S.
Medium of
Strongly
no
Advertisement
agree
2
3
Agree
Undecided
Disagree
disagree
Total
2
26
53
58
11
150
(1.3%)
(17.3%)
(35.3%)
(38.7%)
(7.3%)
(100%)
Medical
4
12
14
52
68
150
Journals
(2.7%)
(8.0%)
(9.3%)
(34.7%)
(45.3%)
(100%)
0
8
6
64
72
150
(0%)
(5.3%)
(4%)
(42.7%)
(48%)
(100%)
56
77
10
3
4
150
(37.3%)
(51.3%)
(6.7%)
(2%)
(2.7%)
(100%)
11
59
48
18
14
150
(13.1%)
(11.9%)
(17.9%)
(26.1%)
(31.0%)
(100%)
13
22
10
79
26
150
(8.7%)
(14.7%)
(6.7%)
(52.7%)
(17.3%)
(100%)
Seminars held
3
50
69
25
3
150
by companies
(2%)
(33.3%)
(46%)
(16.7%)
(2.0 %)
(100%)
Medical
1
Strongly
Representative
Clinical papers
Mean
SD
3.13
0.895
4.12
1.049
4.33
0.791
1.81
0.854
2.77
1.064
3.55
1.190
2.83
0.798
Television/
Electronic
4
5
6
Media
Internet
Hoardings
Specific
7
Fig 4.28: Importance of medium providing information about medicines
- 191 Respondents were asked to rate statements concerning theeir views on 5 point scale
ranging from strongly agree to strongly disagree. The higher the number ,the greater
the disagreement.Since the neutral point/undecided point is 3,those means above 3
suggests overall disagreement with statement and those below 3 reflects
agreement.The analysis of data indicatesa)
Importance of Medical representative in providing information about
medicine available for patient in the market:- The study indicates that only 1.3%
respondent are strongly agree that Medical representative play important role in
providing information about medicine available for patient in the market. Similarly
17.3% respondent are agree that Medical representative play important role
in
providing information about medicine available for patient in the market and 35.3 %
respondent are undecided that Medical representative play important role
in
providing information about medicine available for patient in the market.Further more
38.70% are disagree that Medical representative play important role in providing
information about medicine available for patient in the market and 7.3% respondent
are strongly disagree that Medical representative play important role in providing
information about medicine available for patient in the market. The mean value and
standard deviation of this medium of advertisement are 3.13 and 0.895
respectively.As revealed from the mean score, respondent disagree (3.13) on the fact
that Medical representative play important role
in providing information about
medicine available for patient in the market.
b)
Importance of Medical Journals in providing information about medicine
available for patient in the market:- The study indicates that only 2.7% respondent
are strongly agree that Medical journals play important role in providing information
about medicine available for patient in the market. Similarly 8.00 % respondent are
- 192 agree that Medical journals play important role
in providing information about
medicine available for patient in the market and 9.3 % respondent are undecided that
Medical journals play important role
in providing information about medicine
available for patient in the market.Further more 34.7% are disagree that Medical
journals play important role in providing information about medicine available for
patient in the market and 45.3% respondent are strongly disagree that Medical
journals play important role in providing information about medicine available for
patient in the market. The mean value and standard deviation of this medium of
advertisement are 4.12 and 1.049 respectively. As revealed from the mean score,
respondent strongly disagree (4.12) on the fact that Medical journals play important
role in providing information about medicine available for patient in the market
c)
Importance of Clinical papers in providing information about medicine
available for patient in the market:- The study indicates that no any respondent
are strongly agree that Clinical papers play important role in providing information
about medicine available for patient in the market. Similarly 5.30 % respondent are
agree that Clinical papers play important role
in providing information about
medicine available for patient in the market and 4.0 % respondent are undecided that
Clinical papers play important role in providing information about medicine available
for patient in the market.Further more 42.7 % are disagree that Clinical papers play
important role in providing information about medicine available for patient in the
market and 48% respondent are strongly disagree that Clinical papers play important
role in providing information about medicine available for patient in the market. The
mean value and standard deviation of this medium of advertisement are 4.33 and
0.791 respectively. As revealed from the mean score, respondent strongly disagree
- 193 (4.33) on the fact that Clinical papers play important role in providing information
about medicine available for patient in the market
d)
Importance of Television/Electronic Media in providing information
about medicine available for patient in the market:- The study indicates that
37.3% respondent are strongly agree that Television/Electronic play important role in
providing information about medicine available for patient in the market. Similarly
51.3 % respondent are agree that Television/Electronic play important role
in
providing information about medicine available for patient in the market and 6.7 %
respondent are undecided that Television/Electronic play important role in providing
information about medicine available for patient in the market.Further more 2 % are
disagree that Television/Electronic play important role
in providing information
about medicine available for patient in the market and 2.7% respondent are strongly
disagree that Television/Electronic play important role
in providing information
about medicine available for patient in the market. The mean value and standard
deviation of this medium of advertisement are 1.81 and 0.854 respectively. As
revealed from the mean score, respondent strongly agree (1.81) on the fact that
Television/Electronic play important role in providing information about medicine
available for patient in the market
e)
Importance of Internet in providing information about medicine available
for patient in the market:- The study indicates that 13.1% respondent are strongly
agree that Internet play important role in providing information about medicine
available for patient in the market. Similarly 11.9% respondent are agree that Internet
play important role in providing information about medicine available for patient in
the market and 17.9% respondent are undecided that Internet play important role in
providing information about medicine available for patient in the market.Further more
- 194 26.1 % are disagree that Internet play important role in providing information about
medicine available for patient in the market and 31% respondent are strongly disagree
that Internet play important role in providing information about medicine available
for patient in the market. The mean value and standard deviation of this medium of
advertisement are 2.77 and 1.064 respectively. As revealed from the mean score,
respondent agree (2.77) on the fact that that Internet play important role in providing
information about medicine available for patient in the market
f)
Importance of Hoardings in providing information about medicine
available for patient in the market:- The study indicates that 2% respondent are
strongly agree that Hoardings play important role in providing information about
medicine available for patient in the market. Similarly 33.3% respondent are agree
that Hoardings play important role in providing information about medicine available
for patient in the market and 6.7% respondent are undecided that Hoardings play
important role in providing information about medicine available for patient in the
market.Further more 52.7 % are disagree that Hoardings play important role in
providing information about medicine available for patient in the market and 17.3%
respondent are strongly disagree that Hoardings play important role in providing
information about medicine available for patient in the market. The mean value and
standard deviation of this medium of advertisement are 3.55 and 1.190 respectively.
As revealed from the mean score, respondent disagree (3.55) on the fact that
Hoardings play important role in providing information about medicine available for
patient in the market
g)
Importance of Specific Seminars held by companies in providing
information about medicine available for patient in the market:-
The study
indicates that 8.7% respondent are strongly agree that Specific Seminars conducted
- 195 by companies play important role in providing information about medicine available
for patient in the market.
Similarly 14.7% respondent are agree that Specific
Seminars conducted by companies play important role in providing information
about medicine available for patient in the market and 46 % respondent are undecided
that Specific Seminars conducted by companies play important role in providing
information about medicine available for patient in the market.Further more 16.7 %
are disagree that Specific Seminars conducted by companies play important role in
providing information about medicine available for patient in the market and 2%
respondent are strongly disagree that Specific Seminars conducted by companies play
important role in providing information about medicine available for patient in the
market. The mean value and standard deviation of this medium of advertisement are
2.83 and 0.798 respectively. As revealed from the mean score, respondent agree
(2.83) on the fact that Hoardings play important role in providing information about
medicine available for patient in the market.The analysis indicates that
Television/Electronic media play important role
in providing information about
medicine available for patient in the market has scored lowest mean as compared to
all other medium of advertisement.
4.13 Reliability of information provided through different media about
medicines:- Medical representatives,Medical journals,clinical papers etc. provide
physicians with good information about drug indication and weak information about
drug contraindications and side effects. There are many tactics that were adopted by
pharmaceutical companies for drug promotion including physician targeted
promotion, direct to consumer advertisement, and data manipulation in clinical trials
.However physician targeted promotion is the most common tactic in this regard,
since physicians have the largest power to shift prescribing from one company to
- 196 another. There is a debate about the accuracy and reliability of information that was
given from drug companies through various pharmaceutical advertisement medium.
Keeping this into consideration an attempt was made to find out reliability of
information provided through different media about medicines.The reliability of
information provided through different media about medicines to doctors are
presented below in table no 4.13
Table-4.13: Reliability of information provided through different medium
S.
no
4
Medium of
advertisement
Medical
Representative
Medical
Journals
Clinical
papers
Television/
Electronic
Media
5
Internet
6
Hoardings
Specific
Seminars held
by companies
1
2
3
7
Strongly
agree
4
(2.7%)
108
(72%)
113
(75.3%)
Agree
28
(18.7%)
25
(16.7%)
14
(9.3%)
Undecided
97
(64.7%)
2
(1.3%)
4
(2.7%)
Disagree
17
(11.3%)
15
(10%)
19
(12.7%)
Strongly
disagree
4
(2.7%)
0
(0%)
0
(0%)
Total
150
(100%)
150
(100%)
150
(100%)
0
(0%)
0
(0%)
0
(0%)
17
(11.3%)
17
(11.3%)
12
(8.0%)
11
(7.3%)
58
(38.7%)
8
(5.3%)
3
(2%)
51
(34%)
73
(48.7%)
4
(2.7%)
24
(16%)
57
(38%)
150
(100%)
150
(100%)
150
(100%)
4
(2.7%)
75
(50%)
54
(36%)
13
(8.7%)
4
(2.7 %)
150
(100%)
Mean
2.93
0.715
1.49
0.939
1.53
1.034
3.92
0.863
3.74
2.640
4.17
0.855
2.59
0.796
Fig 4.29: Reliability of information provided through different medium
- 197 SD
The analysis of data indicatesa)
Reliability of information provided by Medical representative about medicines:The study indicates that only 2.7% respondent are strongly agree that information
provided by Medical representative for medicines are reliable.
Similarly 18.7%
respondent are agree that information provided by Medical representative for
medicines are reliable and 64.7% respondent are undecided about information
provided by Medical representative for medicines are reliable.Further more 11.3%
are disagree that information provided by Medical representative for medicines are
reliable and 7.3% respondent are strongly disagree information provided by Medical
representative for medicines are reliable. The mean value and standard deviation of
this medium of advertisement are 3.13 and 0.895 respectively. As revealed from the
mean score, respondent disagree (3.13) on the fact that information provided by
Medical representative for medicines are reliable.
b)
Reliability of information provided by Medical Journals about medicines:- The
study indicates that only 72% respondent are strongly agree that information provided
by Medical Journals for medicines are reliable. Similarly 25% respondent are agree
that information provided by Medical Journalsfor medicines are reliable and 2 %
respondent are undecided about information provided by Medical Journals for
medicines are reliable.Further more 15% are disagree that information provided by
Medical Journals for medicines are reliable and no any respondent are strongly
disagree that information provided by Medical Journals for medicines are reliable.
The mean value and standard deviation of this medium of advertisement are 1.49 and
0.939 respectively. As revealed from the mean score, respondent agree (1.49) on the
fact that information provided by Medical Journals for medicines are reliable.
- 198 c)
Reliability of information provided by Clinical papers about medicines:- The
study indicates that only 75.3% respondent are strongly agree that information
provided by Clinical papers for medicines are reliable. Similarly 9.3% respondent are
agree that information provided by Clinical papers for medicines are reliable and 2.7
% respondent are undecided about information provided by Clinical papers for
medicines are reliable.Further more 12.7% are disagree that information provided by
Clinical papers for medicines are reliable and no any respondent are strongly disagree
that information provided by Clinical papers for medicines are reliable. The mean
value and standard deviation of this medium of advertisement are 1.53 and 1.034
respectively. As revealed from the mean score, respondent agree (1.53) on the fact
that information provided by Clinical papers for medicines are reliable.
d)
Reliability of information provided by Television/Electronic Media about
medicines:- The study indicates that no any respondent are strongly agree that
information provided by Television/Electronic Media for medicines are reliable.
Similarly
11.3%
respondent
are
agree
that
information
provided
by
Television/Electronic Media for medicines are reliable and 7.3 % respondent are
undecided about information provided by Television/Electronic Media for medicines
are reliable.Further more 59.3%
are disagree that information provided by
Teleivision/Electronic Media for medicines are reliable and 22% respondent are
strongly disagree information provided by Television/Electronic Media for medicines
are reliable. The mean value and standard deviation of this medium of advertisement
are 3.82 and 0.863 respectively. As revealed from the mean score, respondent
disagree (3.82) on the fact that information provided by Television/Electronic Media
for medicines are reliable
- 199 e)
Reliability of information provided by Internet about medicines:- The study
indicates that no any respondent are strongly agree that information provided by
Internet for medicines are reliable.
Similarly 11.3% respondent are agree that
information provided by Internet for medicines are reliable and 38.7 % respondent are
undecided about information provided by Internet for medicines are reliable.Further
more 34% are disagree that information provided by Internet for medicines are
reliable and 16% respondent are strongly disagree information provided by Internet
for medicines are reliable. The mean value and standard deviation of this medium of
advertisement are 3.74 and 2.640 respectively. As revealed from the mean score,
respondent disagree (3.74) on the fact that information provided by Internet for
medicines are reliable
f)
Reliability of information provided by Hoardings about medicines:- The study
indicates that no any respondent are strongly agree that information provided by
Hoardings for medicines are reliable.
Similarly 8% respondent are agree that
information provided by Hoardings for medicines are reliable and 5.3 % respondent
are undecided about information provided by Hoardings for medicines are
reliable.Further more 48.7% are disagree that information provided by Hoardings for
medicines are reliable and 38% respondent are strongly disagree information provided
by Hoardings for medicines are reliable. The mean value and standard deviation of
this medium of advertisement are 4.17 and 0.855 respectively. As revealed from the
mean score, respondent strongly disagree (4.17) on the fact that information provided
by Hoardings for medicines are reliable
g)
Reliability of information provided by Specific Seminars conducted by
companies about medicines:- The study indicates that only 2.7% respondent are
strongly agree that information provided by Specific Seminars conducted by
- 200 companies for medicines are reliable.
Similarly 50% respondent are agree that
information provided by Specific Seminars conducted by companies for medicines are
reliable and 36 % respondent are undecided about information provided by Specific
Seminars conducted by companies for medicines are reliable.Further more 8.7% are
disagree that information provided by Specific Seminars conducted by companies for
medicines are reliable and 2.7% respondent are strongly disagree information
provided by Specific Seminars conducted by companies for medicines are reliable.
The mean value and standard deviation of this medium of advertisement are 2.59 and
0.796 respectively. As revealed from the mean score ,respondent agree (2.59) on the
fact that information provided by Specific Seminars conducted by companies for
medicines are reliable .The analysis indicates that information provided Medical
journals for medicines are reliable has scored lowest mean as compared to all other
medium of advertisement follwed by information provided clinical papers for
medicines are reliable.
4.14 Impact of Medical Representative on Doctor Prescription behaviour :- Drug
promotion refers to all informational and persuasive activities by manufacturers and
distributors, the effect of which is to induce the prescription, supply, purchase and/or
use of medicinal drugs.Pharmaceutical companies use the service of medical sales
representatives in marketing their products. These sales representatives need to be
adequately trained and possess sufficient medical and technical knowledge to present
information about the products in an accurate and responsible manner. The medical
representative (MRs) should not only be able to provide accurate information, but
should also not to exaggerate the capabilities of the product . To support their sales
activity, these sales agents acquire and use detailed personal information on doctors
such as names of family members, golf handicaps, and even clothing preferences;
- 201 along with what prescriptions the doctor is writing. Doctors can receive small gifts,
such as free dinners, event or travel tickets, clocks, free drug samples by Medical
Representatives. Keeping this into consideration an attempt was made to know
whether the MRs are visited to doctor clinic during practice hour. The information
about visit of MRs during practice hours visited per day are presented below in table
no 4.14
Table-4.14: Visit of Medical Representative in practice hours.
Is Medical Representative (MR) visiting in practice hours?
S. no
Description
No. of Respondents
Percentage
1
Yes
117
78.0
2
No
33
22.0
150
100.0
Total
Fig 4.30: Visit of Medical Representative in practice hours
The analysis of data indicated that 78% of respondent agreed that MRs are visited in
clinic during their practice hours and 22% of respondent disagreed that MRs are
visited in clinic during their practice hours.Similarly the information regarding
frequency of MRs visited per day in clinic during practice hour are given below
4.14.1
- 202 Table-4.14.1:- Frequency of MR Visited per day
Frequency of MR Visited per day
S. no
MRs visited per day
No. of Respondents
Percentage
1
<5
55
36.7
2
5 -10
95
63.3
3
11-15
0
0.0
4
16-20
0
0.0
5
>20
0
0.0
150
100.0
Total
Fig 4.31: Frequency of MR Visited per day
The analysis of data indicated that 36.7% of respondent agreed that < 5 MRs are
visited in clinic during their practice hours and 63.3% of respondent agreed that 5-10
MRs are visited in clinic during their practice hours.
4.15. Medical Representative as key element for providing information about
medicines:- The term “medical representative” or “pharmaceutical representative”
refers to people who are hired by pharmaceutical companies based on some specific
criteria suitable for working as seller. They interact with doctor through activities of
providing drug’s information and persuading to use their drugs. Printed product
- 203 literatures, drug samples and gifts are supporting tools for their work. Medical
representatives may provide incomplete medical information to influence prescribing
practices; they also offer incentives including conference, Seminars, national and
aboard sponsorship. So it is necessary to find out how much doctor agreed to Medical
Representative as key element for providing information about medicines.
The information about Medical Representative as key element for providing
information about medicines are presented below in table no 4.15
Table-4.15 Medical Representative as key element
Medical Representative as key element for providing information about
medicines.
S. no
Description
1
Strongly agree
2
Agree
3
Undecided
4
5
No. of Respondents
Percentage
17
11.33
103
68.67
26
17.33
Disagree
4
2.67
Strongly Disagree
0
0.00
150
100.00
Total
The study indicates that only 11.33% respondent are strongly agree that Medical
Representative act as a key element for providing information about medicines.
Similarly 68.67% respondent are agree that Medical Representative act as a key
element for providing information about medicines and 17.33% respondent are
undecided about Medical Representative as a key element for providing information
about medicines.Further more 2.67% are disagree that Medical Representative act as
a key element for providing information about medicines and no any respondent are
strongly disagree that Medical Representative act as a key element for providing
information about medicines. The mean value of Medical Representative as key
- 204 element for providing information about medicines is 2.11. As revealed from the
mean score ,respondent agree (2.11) on the fact that Medical Representative act as a
key element for providing information about medicines.
4.16 Importance of promotional items /other facilities distributed /provided by
companies for doctors:The interaction between physicians and the pharmaceutical industry can be viewed in
terms of supply and demand. The pharmaceutical industry has the money, which it
can supply to physicians in various forms such as promotional gifts, entertainment,
free drug samples, and funding for continuing medical education.To know the
importance of promotional items for doctors an attempt was made to know whether
these promotional items provided by companies are important for them to prescribe
the medicine . The information about Importance of promotional items /other facilities
distributed / provided by companies for doctors are presented below in table no 4.16
Table-4.16: Importance of promotional items
S.
no
Promotional
items
Strongly
agree
Agree
Undecide
d
Disagree
Strongly
disagree
Total
Mean
SD
1
Free samples
11
(7.3%)
36
(24%)
85
(56.7%)
13
(8.7%)
5
(3.3%)
150
(100%)
2.77
0.839
2
Trips to
seminars
8
(5.3%)
54
(36%)
66
(44%)
17
(11.3%)
5
(3.3%)
150
(100%)
2.71
0.862
3
Pens/
notepads/
calendars/etc
Lunch for
physician and
staff
Tickets to
special
entertainment
events
Dinner for the
physician and
their family
5
(3.3%)
25
(16.7%)
17
(11.3%)
27
(18%)
76
(50.7%)
150
(100%)
3.96
1.263
9
(6%)
15
(10%)
37
(24.7%)
49
(32.7%)
40
(26.7%)
150
(100%)
3.64
1.154
12
(8%)
19
(12.7%)
55
(36.7%)
26
(19.3%)
35
(23.3%)
150
(100%)
3.37
1.201
10
(6.7%)
10
(6.7%)
49
(32.7%)
40
(26.7%)
41
(27.3%)
150
(100%)
3.61
1.152
4
5
6
- 205 Fig 4.32: Importance of promotional items
The analysis of data indicatesa) Importance of free samples as promotional items:- The study indicates that only
7.3% respondent are strongly agree that free samples are important promotional items
for prescription of medicines. Similarly 24% respondent are agree that free samples
are important promotional items for prescription of medicines and 56.7 % respondent
are undecided about free samples are important promotional items for prescription of
medicines.Further more 8.7% are disagree that free samples are important
promotional items for prescription of medicines and 3.3% respondent are strongly
disagree that free samples are important promotional items for prescription of
medicines. The mean value and standard deviation of this medium of advertisement
are 2.77 and 0.839 respectively. As revealed from the mean score, respondent agree
(2.77) on the fact that free samples are important promotional items for prescription of
medicines
b) Importance of Trips to seminar as promotional items:- The study indicates that
only 5.3% respondent are strongly agree that Trips to seminar are important
promotional items for prescription of medicines. Similarly 36% respondent are agree
- 206 that Trips to seminar are important promotional items for prescription of medicines
and 44 % respondent are undecided about Trips to seminar are important promotional
items for prescription of medicines.Further more 11.3% are disagree that Trips to
seminar are important promotional items for prescription of medicines and 3.3%
respondent are strongly disagree that Trips to seminar are important promotional
items for prescription of medicines. The mean value and standard deviation of this
medium of advertisement are 2.71 and 0.862 respectively. As revealed from the mean
score, respondent agree (2.71) on the fact that Trips to seminar are important
promotional items for prescription of medicines
c) Importance of Pens /Note pads/calendars etc as promotional items:- The study
indicates that only 3.3% respondent are strongly agree that Pens /Note pads/calendars
etc are important promotional items for prescription of medicines. Similarly 16.7%
respondent are agree that Pens /Note pads/calendars etc are important promotional
items for prescription of medicines and 11.3 % respondent are undecided about Pens
/Note pads/calendars etc are important promotional items for prescription of
medicines.Further more 18% are disagree that Pens /Note pads/calendars etc are
important promotional items for prescription of medicines and 50.7% respondent are
strongly disagree that Pens /Note pads/calendars etc are important promotional items
for prescription of medicines. The mean value and standard deviation of this medium
of advertisement are 3.96 and 1.263 respectively. As revealed from the mean score,
respondent disagree (3.96) on the fact that Pens /Note pads/calendars etc are
important promotional items for prescription of medicines
d) Importance of Lunch for physician and staff as promotional items:- The study
indicates that only 6% respondent are strongly agree that Lunch for physician and
staff are important promotional items for prescription of medicines. Similarly 10 %
- 207 respondent are agree that Lunch for physician and staff are important promotional
items for prescription of medicines and 24.7 % respondent are undecided about Lunch
for physician and staff are important promotional items for prescription of
medicines.Further more 32.7% are disagree that Lunch for physician and staff are
important promotional items for prescription of medicines and 26.7% respondent are
strongly disagree that Lunch for physician and staff are important promotional items
for prescription of medicines. The mean value and standard deviation of this medium
of advertisement are 3.64 and 1.154 respectively. As revealed from the mean score ,
respondent disagree (3.64) on the fact that Lunch for physician and staff are important
promotional items for prescription of medicines
e) Importance of Tickets to special entertainment events as promotional items:- The
study indicates that only 8% respondent are strongly agree that Tickets to special
entertainment events are important promotional items for prescription of medicines.
Similarly 12.7 % respondent are agree that Tickets to special entertainment events are
important promotional items for prescription of medicines and 36.7 % respondent are
undecided about Tickets to special entertainment events are important promotional
items for prescription of medicines.Further more 19.3% are disagree that Tickets to
special entertainment events are important promotional items for prescription of
medicines and 23.3% respondent are strongly disagree that Tickets to special
entertainment events are important promotional items for prescription of medicines.
The mean value and standard deviation of this medium of advertisement are 3.37 and
1.201 respectively. As revealed from the mean score, respondent disagree (3.37) on
the fact that Tickets to special entertainment events are important promotional items
for prescription of medicines.
- 208 f)
Importance of Dinner for the physician and their family as promotional items:The study indicates that only 6.7% respondent are strongly agree that Dinner for the
physician and their family are important promotional items for prescription of
medicines. Similarly 6.7 % respondent are agree that Dinner for the physician and
their family are important promotional items for prescription of medicines and 32.7 %
respondent are undecided about Dinner for the physician and their family are
important promotional items for prescription of medicines.Further more 26.7% are
disagree that Dinner for the physician and their family are important promotional
items for prescription of medicines and 27.3% respondent are strongly disagree that
Dinner for the physician and their family are important promotional items for
prescription of medicines. The mean value and standard deviation of this medium of
advertisement are 3.61 and 1.152 respectively. As revealed from the mean score ,
respondent disagree (3.61) on the fact that Dinner for the physician and their family
are important promotional items for prescription of medicines.
4.17 Effectiveness of information provided through different media in doctor
prescription:-
There
are
various
medium
of
advertisememnt
by
which
pharmaceutical companies make their advertisememnt.Through advertisement they
provide information about medicines like dosing schedule,adverse effect of drug,
chemical constitutents etc. But it is not necessary that information provided by
companies may effect doctor on their prescription decision. To know the effectivness
of information provided through different media in doctor prescription an attempt was
made to know whether information provided by companies may effect the doctor to
prescribe the particular medicine or change their prescription decision. The
information about effectiveness of information provided through different media in
doctor prescription are presented below in table no 4.17
- 209 Table-4.17: Effectiveness of information provided through different media
S.
no
Medium of
advertisement
Strongly
agree
Agree
Undecided
Disagree
Strongly
disagree
Total
Mean
SD
1
Medical
Representative
Medical
Journals
Clinical papers
0
(0%)
36
(24%)
39
(26%)
0
(0%)
52
(34.7%)
92
(61.3%)
89
(59.3%)
20
(13.3%)
62
(41.3%)
13
(8.7%)
13
(8.7%)
10
(6.9%)
36
(24%)
9
(6%)
9
(6%)
98
(65.3%)
0
(0%)
0
(0%)
0
(0%)
22
(14.7%)
150
(100%)
150
(100%)
150
(100%)
150
(100%)
2.89
0.761
1.97
0.755
1.95
0.767
3.81
0.847
0
(0%)
0
(0%)
0
(0%)
13
(8.7%)
18
(12%)
71
(47.3%)
75
(50%)
10
(6.9%)
63
(42%)
55
(36.7%)
73
(48.7%)
16
(10.7%)
7
(4.7%)
49
(32.7%)
0
(0%)
150
(100%)
150
(100%)
150
(100%)
3.37
0.710
4.02
0.937
2.63
0.670
2
3
4
5
Television/
Electronic
Media
Internet
6
Hoardings
7
Specific
Seminars held
by companies
Fig 4.33: Effectiveness of information provided through different media
a) Effectivness of information provided by Medical Representative:- The study
indicates that no any respondent are strongly agree that information provided by
Medical representative may effect doctor to their prescription decision.Similarly
34.7% respondent are agree that information provided by Medical representative may
effect doctor to their prescription decision and 41.3 % respondent are undecided that
- 210 information provided by Medical representative may effect doctor to their prescription
decision.Further more 24%
are disagree that information provided by Medical
representative may effect doctor to their prescription decision and no any respondent
are strongly disagree that information provided by Medical representative may effect
doctor to their prescription decision. The mean value and standard deviation of this
medium of advertisement are 2.89 and 0.761 respectively.As revealed from the mean
score, respondent agree (2.89) on the fact that information provided by Medical
representative may effect doctor to their prescription decision.
b) Effectivness of information provided by Medical Journals:- The study indicates
that 24%
respondent are strongly agree that information provided by Medical
journals may effect doctor to their prescription decision. Similarly 61.3% respondent
are agree that information provided by Medical journals may effect doctor to their
prescription decision and 8.7 % respondent are undecided that information provided
by Medical journals may effect doctor to their prescription decision.Further more 6%
are disagree that information provided by Medical journals may effect doctor to their
prescription decision and no any respondent are strongly disagree that information
provided by Medical journals may effect doctor to their prescription decision. The
mean value and standard deviation of this medium of advertisement are 1.97 and
0.755 respectively.As revealed from the mean score, respondent agree (1.97) on the
fact that information provided by Medical journal may effect doctor to their
prescription decision.
c) Effectivness of information provided by Clinical papers:- The study indicates that
26% respondent are strongly agree that information provided by clinical papers may
effect doctor to their prescription decision.Similarly 59.3% respondent are agree that
information provided by clinical papers may effect doctor to their prescription
- 211 decision and 8.7 % respondent are undecided that information provided by clinical
papers may effect doctor to their prescription decision.Further more 6% are disagree
that information provided by clinical papers may effect doctor to their prescription
decision and no any respondent are strongly disagree that information provided by
clinical papers may effect doctor to their prescription decision. The mean value and
standard deviation of this medium of advertisement are 1.95 and 0.767 respectively.
As revealed from the mean score, respondent agree (1.95) on the fact that information
provided by clinical papers may effect doctor to their prescription decision.
d) Effectivness of information provided by Television/Electronic media:- The study
indicates that no any respondent are strongly agree that information provided by
Television/Electronic media may effect doctor to their prescription decision.Similarly
13.3% respondent are agree that information provided by Television/Electronic media
may effect doctor to their prescription decision and 6.9% respondent are undecided
that information provided by Television/Electronic media may effect doctor to their
prescription decision.Further more 65.3% are disagree that information provided by
Television/Electronic media may effect doctor to their prescription decision and 14%
respondent are strongly disagree that information provided by Television/Electronic
media may effect doctor to their prescription decision. The mean value and standard
deviation of this medium of advertisement are 3.81 and 0.847 respectively.As
revealed from the mean score, respondent disagree (3.81) on the fact that information
provided by Television/Electronic media may effect doctor to their prescription
decision.
e) Effectivness of information provided by Internet:- The study indicates that no any
respondent are strongly agree that information provided by Internet may effect doctor
to their prescription decision.Similarly 8.7% respondent are agree that information
- 212 provided by Internet may effect doctor to their prescription decision and 50%
respondent are undecided that information provided by Internet may effect doctor to
their prescription decision.Further more 36.7% are disagree that information provided
by Internet may effect doctor to their prescription decision and 4.7% respondent are
strongly disagree that information provided by Internet may effect doctor to their
prescription decision. The mean value and standard deviation of this medium of
advertisement are 3.37 and 0.710 respectively. As revealed from the mean score,
respondent disagree (3.37) on the fact that information provided by Internet may
effect doctor to their prescription decision.
f) Effectivness of information provided by Hoardings:- The study indicates that no
any respondent are strongly agree that information provided by Hoardings may effect
doctor to their prescription decision.Similarly 12% respondent are agree that
information provided by Hoardings may effect doctor to their prescription decision
and 6.7% respondent are undecided that information provided by Hoardings may
effect doctor to their prescription decision.Further more 48.7% are disagree that
information provided by Hoardings may effect doctor to their prescription decision
and 32.7% respondent are strongly disagree that information provided by Hoardings
may effect doctor to their prescription decision. The mean value and standard
deviation of this medium of advertisement are 4.02 and 0.937 respectively. As
revealed from the mean score, respondent disagree (4.02) on the fact that information
provided by Hoardings may effect doctor to their prescription decision.
g) Effectivness of information provided by Specific seminars held by companies:The study indicates that no any
respondent are strongly agree that information
provided by specific seminars held by companies may effect doctor to their
prescription decision.Similarly 12% respondent are agree that information provided
- 213 by specific seminars held by companies may effect doctor to their prescription
decision and 6.7% respondent are undecided that information provided by specific
seminars held by companies may effect doctor to their prescription decision.Further
more 48.7% are disagree that information provided by specific seminars held by
companies may effect doctor to their prescription decision and 32.7% respondent are
strongly disagree that information provided by specific seminars held by companies
may effect doctor to their prescription decision. The mean value and standard
deviation of this medium of advertisement are 2.63 and 0.670 respectively. As
revealed from the mean score, respondent agree (2.67) on the fact that information
provided by specific seminars held by companies may effect doctor to their
prescription decision.
4.18 Importance of promotional channels used by companies and their long
lasting effect on the mind of doctors.
Traditionally
prescription
drugs
were
marketed
directly
towards
medical
professionals; it proves that physicians maintain their authority to choose a drug.
Physicians believe that patients understand that they need to consult a health care
expert about treatment appropriate to them.Only a doctor remains a person who
possesses full responsibility of deciding whether a drug is right for their patients. It is
extremely difficult to approach and convince physicians by simple means such as
knowledge sharing, pamphlet distribution, or medical alerts as these will not be
helpful in many situations to change the current practices. On the other hand, a
medical representative will be able to change the practices from one visit only. The
primary purpose of pharmaceutical promotion is conveying objective and balanced
information to the target auditorium. The promotional message meets the needs of
prescribers (as well as other stakeholders) for appropriate information, and its content
- 214 becomes the basic element of understanding promotion in the market. Regarding
prescription drugs pharmaceutical industry primarily engaged in personal selling
(detailing), followed by mass use of samples, and also investing in scientific
conferences and publications. Pharmaceutical companies used various promotional
channels to make the long lasting effect on the doctor mind about prescription
medicines . But it is not possible that all promotional channel make their impact on
doctor mind .So it is necessary to find out the most suitable promotional channel that
make their long lasting effect on doctor because these long lasting effect may reflects
during the prescription of medicines.An attempt was made to know about promotional
channels used by companies and their long lasting effect on the mind of doctors.The
information regarding this are presented below in table no.4.18
Table No. 4.18:- Importance of promotional channels used by companies and
their long lasting effect on the mind of doctors
S.
Medium of
no
advertisement
agree
Medical
Representative
1
2
3
4
Strongly
Strongly
Agree
Undecided
Disagree
14
20
34
33
49
150
(9.3%)
(13.3%)
(22.7%)
(22%)
(32.7%)
(100%)
10
19
38
33
50
150
(6.7%)
(12.7%)
(25.3%)
(22%)
(33.3%)
(100%)
Medical
14
20
34
33
49
150
Journals
(9.3%)
(13.3%)
(22.7%)
(22%)
(32.7%)
(100%)
Television
42
46
10
41
11
150
advertisement
(28%)
(30.7%)
(6.7%)
(27.3%)
(7.3%)
(100%)
1
5
57
71
16
150
(0.7%)
(3.3%)
(38%)
(47.3%)
(10.7%)
(100%)
Clinical Paper
5
Internet
6
Hoarding
disagree
Total
5
13
53
40
39
150
(3.3%)
(8.7%)
(35.3%)
(26.7%)
(26%)
(100%)
14
65
54
10
7
150
(9.3%)
(43.3%)
(36%)
(6.7%)
(4.7%)
(100%)
Mean
SD
2.40
1.221
3.63
1.251
3.55
1.319
2.55
1.344
3.64
0.744
3.63
1.064
2.54
0.924
Specific
7
Seminars held
by companies
- 215 Fig 4.34: Importance of promotional channels used by companies and their long
lasting effect on the mind of doctors
a) Importance of medical representative as promotional channel and their long
lasting effect:- The study indicates that 9.3% respondent are strongly agree that
Medical representative as promotional channel make long lasting effect on their mind.
Similarly 13.3% respondent are agree that Medical representative as promotional
channel make long lasting effect on their mind and 22.7 % respondent are undecided
that Medical representative as promotional channel make long lasting effect on their
mind.Further more 22% respondent are disagree that Medical representative as
promotional channel make long lasting effect on their mind and 32.7% respondent
are strongly disagree that Medical representative as promotional channel make long
lasting effect on their mind. The mean value and standard deviation of this
promotional channel are 2.40 and 1.221 respectively. As revealed from the mean
score, respondent agree (2.40) on the fact that Medical representative as promotional
channel make long lasting effect on their mind.
b) Importance of Clinical paper as promotional channel and their long lasting
effect:- The study indicates that 6.7% respondent are strongly agree that Clinical
paper as promotional channel make long lasting effect on their mind .Similarly 12.7%
- 216 respondent are agree that Clinical paper as promotional channel make long lasting
effect on their mind and 25.3 % respondent are undecided that Clinical paper as
promotional channel make long lasting effect on their mind.Further more 22%
respondent are disagree that Clinical paper as promotional channel make long lasting
effect on their mind and 33.3% respondent are strongly disagree that Clinical paper
as promotional channel make long lasting effect on their mind. The mean value and
standard deviation of this promotional channel are 3.63 and 1.251 respectively.As
revealed from the mean score, respondent disagree (3.63) on the fact that clinical
paper as promotional channel make long lasting effect on their mind.
c) Importance of Medical Journals as promotional channel and their long lasting
effect:- The study indicates that 9.3% respondent are strongly agree that Medical
Journals as promotional channel make long lasting effect on their mind . Similarly
13.3% respondent are agree that Medical Journals as promotional channel make long
lasting effect on their mind and 22.7% respondent are undecided that Medical
Journals as promotional channel make long lasting effect on their mind.Further more
22% respondent are disagree that Medical Journals as promotional channel make long
lasting effect on their mind and 32.7% respondent are strongly disagree that Medical
Journals as promotional channel make long lasting effect on their mind. The mean
value and standard deviation of this promotional channel are 3.55 and 1.319
respectively.As revealed from the mean score, respondent disagree (3.55) on the fact
that Medical Journals as promotional channel make long lasting effect on their mind.
d) Importance of Television advertisement as promotional channel and their long
lasting effect:- The study indicates that 28% respondent are strongly agree that
Television advertisement as promotional channel make long lasting effect on their
mind . Similarly 30.7% respondent are agree that Television advertisement as
- 217 promotional channel make long lasting effect on their mind and 6.7% respondent are
undecided that Television advertisement as promotional channel make long lasting
effect on their mind.Further more 27.3% respondent are disagree that Television
advertisement as promotional channel make long lasting effect on their mind and
7.3% respondent are strongly disagree that Television advertisement as promotional
channel make long lasting effect on their mind. The mean value and standard
deviation of this promotional channel are 2.55 and 1.344 respectively. As revealed
from the mean score, respondent agree (2.55) on the fact that Television
advertisement as promotional channel make long lasting effect on their mind.
e) Importance of Internet as promotional channel and their long lasting effect:The study indicates that only 0.7% respondent are strongly agree that Internet as
promotional channel make long lasting effect on their mind . Similarly 3.3%
respondent are agree that Internet as promotional channel make long lasting effect on
their mind and 38% respondent are undecided that Internet as promotional channel
make long lasting effect on their mind.Further more 47.3% respondent are disagree
that Internet as promotional channel make long lasting effect on their mind and 10.7%
respondent are strongly disagree that Internet as promotional channel make long
lasting effect on their mind. The mean value and standard deviation of this
promotional channel are 3.64 and 0.744 respectively. As revealed from the mean
score, respondent disagree (3.64) on the fact that Internet as promotional channel
make long lasting effect on their mind.
f) Importance of Hoardings as promotional channel and their long lasting effect:The study indicates that only 3.3% respondent are strongly agree that Hoardings as
promotional channel make long lasting effect on their mind. Similarly 8.7%
respondent are agree that Hoardings as promotional channel make long lasting effect
- 218 on their mind and 35.3% respondent are undecided that Hoardings as promotional
channel make long lasting effect on their mind.Further more 26.7% respondent are
disagree that Hoardings as promotional channel make long lasting effect on their mind
and 26% respondent are strongly disagree that Hoardings as promotional channel
make long lasting effect on their mind. The mean value and standard deviation of this
promotional channel are 3.63 and 1.064 respectively. As revealed from the mean
score, respondent disagree (3.63) on the fact that Hoardings as promotional channel
make long lasting effect on their mind.
g) Importance of Specific Seminars held by companies as promotional channel and
their long lasting effect:- The study indicates that only 3.3% respondent are strongly
agree that Specific Seminars held by companies as promotional channel make long
lasting effect on their mind . Similarly 8.7% respondent are agree that Specific
Seminars held by companies as promotional channel make long lasting effect on their
mind and 35.3% respondent are undecided that Specific Seminars held by companies
as promotional channel make long lasting effect on their mind.Further more 26.7%
respondent are disagree that Specific Seminars held by companies as promotional
channel make long lasting effect on their mind and 26% respondent are strongly
disagree that Specific Seminars held by companies as promotional channel make long
lasting effect on their mind. The mean value and standard deviation of this
promotional channel are 2.54 and 0.924 respectively. As revealed from the mean
score, respondent agree (2.54) on the fact that Specific Seminars held by companies
as promotional channel make long lasting effect on their mind.
- 219 4.19 Influence of prescription decision of doctor w.r.t Branded medicine, Generic
medicine and patient demand.
Generic drug, a drug sold or prescribed under the non-proprietary name of its active
ingredients or under a generally descriptive name rather than under a brand or trade
name. There are generic versions of both over-the-counter and prescription
medications, but not all drugs have generic equivalents. Generic drugs can only be
produced when a patent on a brand name drug expires or when a patent has never
existed. They are generally cheaper than the equivalent brand name drug because of
much lower marketing and development costs. Branded drug has a trade name and is
protected by a patent (can be produced and sold only by the company holding the
patent). There are so many pharmaceutical companies which advertise their
pharmaceutical products through different media like Medical representative ,Clinical
papers,Medical journals etc for prescription of their branded medicine to the
patient.As stated above generic medicines are generally cheaper than the equivalent
brand name drug because of much lower marketing and development costs,so it may
be possible that various pharmaceutical advertising media influence the doctor
prescription decision from generic medicine to Branded medicine. Sometimes free
samples have been shown to affect physician prescribing behaviour. Physicians with
access to free samples are more likely to prescribe brand name medication over
equivalent generic medications Similarly sometime it is also possible that patient
demand about particular medicine also influence prescription decision of doctor.So it
is nececessary to know that whether advertising for branded drug over generic
medicine and patient demand influence their prescription decision are not. The
information regarding this are presented below in table no. 4.19
- 220 Table No. 4.19:- Influence of prescription decision of doctor
S.
Statement
no
Pharmaceutical
1
advertisement
N
Mean
SD
150
2.89
0.661
150
2.93
0.587
150
3.33
0.959
are
important factor in prescription of
branded medicines
Pharmaceutical
2
influence
advertisement
me
to
change
my
prescription decision from Generic
medicine to Branded medicines
3
Patient suggestion (demand) influence
my prescription decision
The information presented in the above table indicates the mean and standard
deviation of the statement "Pharmaceutical advertisement are important factor in
prescription of branded medicines", " Pharmaceutical advertisement influence me to
change my prescription decision from Generic medicine to Branded medicines" and "
Patient suggestion (demand) influence my prescription decision". The analysis
indicates that statement "Pharmaceutical advertisement are important factor in
prescription of branded medicines" has scored lowest mean as compared to all other
statement.However statement " Pharmaceutical advertisement influence me to change
my prescription decision from Generic medicine to Branded medicines" has scored
lowest standard deviation amongest all.
4.20 Influence of prescription decision of doctor w.r.t specialized promotional
channels,creativity
in
pharmaceutical
advertisement
and
frequency
of
pharmaceutical advertisement
Pharmaceutical marketing is unique as the decision making of buying the medicine
lies in the hand of intermediate customer (doctor) rather than final consumer (patient).
Thus pharmaceutical companies try to influence the customer (doctor) rather than
- 221 final consumer (Patient). Thus doctors are the most important players in
pharmaceutical marketing system. Doctors write the prescriptions that determine
which drugs (brands) will be used by the consumer (patient). Thus influencing the
doctor is a key to the pharmaceutical sales. Pharmaceutical companies try to influence
prescription pattern of doctors in favor of their brands by offering various kinds of
promotional inputs like samples, gifts and sponsorships etc. Doctors have regular
contact with the pharmaceutical industry and its sales representatives, who spend a
large sum of money each year promoting to them by way of gifts, free meals, travel
subsidies,
sponsored
teachings,
and
symposia.
Similarly the
medium
of
communication must be creative for example the medical representative is the face of
the pharmaceutical company and only he can create an impact on the prescriber of the
medicine. It is very important to see that the medical representative delivers the
message appropriately. Pharmaceutical companies direct all their efforts to promote
their medicine to these distinct classes of customers and train the field sales force to
take on the task of promoting medicines to highly skilled and knowledgeable
customers (doctors). Hence pharmaceutical selling is distinct from other kinds of
selling so there is a importance of simple, creative, and effective communication in
pharmaceutical selling/promoting.Apart from above frequency of advertisement,
frequency is a well-established variable in advertising effectiveness. It has been well
documented that repeated exposure to an advertising campaign will increase the
likelihood of changing consumer awareness and attitudes towards a brand. However,
the time span over which multiple exposures occur is very important, as inundating
someone with a high number of exposures in a short period of time can have an
adverse effect. Awareness levels steadily increase by frequency when the ads are
viewed over a longer period of time, such as a month.But pharmaceutical
- 222 advertisement of prescription medicine is different from advertisement of other
product because, here is the doctor who takes the decision on the behalf of
patient/consumer regarding the prescription of medicines and finally purchase of
medicines.
Table No. 4.20 Influence of prescription decision of doctor w.r.t specialized
promotional channels
S.
no
1
2
3
Statement
Specialized promotional channels
and programmes are important in
the promotion of medicines.
Creativity
in
pharmaceutical
advertisement
effect
my
prescription decision
Frequency of pharmaceutical
advertisement are important factor
which influence my prescription
decision
N
Mean
SD
150
3.05
0.767
150
3.37
1.014
150
3.00
1.215
The information presented in the above table indicates the mean and standard
deviation of the statement "Specialized promotional channels and programmes are
important in the promotion of medicines", "Creativity in pharmaceutical
advertisement effect my prescription decision" and " Frequency of pharmaceutical
advertisement are important factor which influence my prescription decision". The
analysis indicates that statement " Frequency of pharmaceutical advertisement are
important factor which influence my prescription decision " has scored lowest mean
as compared to all other statement.However statement " Specialized promotional
channels and programmes are important in the promotion of medicines." has scored
lowest standard deviation amongest all.
- 223 4.21 Impact and extent of impact of Pharmaceutical advertisement: - It depends
on the various variables, due to different variables impact also differs. Qualification
of doctor is also one of the variable in which there is a difference in impact of
advertisement when compared with different dimensions. ANOVA is applied on the
data to check whether difference exists in impact of advertisement perceived by
various educations of doctors among all the dimensions.
Table no. 4.21:- ANOVA by Doctor Educational Qualification
ANOVA IN DOCTOR EDUCATIONAL QUALIFICATION
Sum of
Squares
Mean
Square
df
F
Sig.
Importance of medium providing information about medicine available for patient in the
market.
Between Groups
.366
2
.183
.226
.798
Medical
Within Groups
118.967
147
.809
Representative
Total
119.333
149
Between Groups
Medical Journals
3.060
2
1.530
Within Groups
160.780
147
1.094
Total
163.840
149
.902
2
.451
Within Groups
92.431
147
.629
Total
93.333
149
.438
2
.219
Within Groups
108.336
147
.737
Total
108.773
149
.062
2
.031
Within Groups
168.771
147
1.148
Total
168.833
149
1.640
2
.820
Within Groups
209.433
147
1.425
Total
211.073
149
.033
2
.016
Within Groups
94.801
147
.645
Total
94.833
149
Between Groups
Clinical papers
Between Groups
Television/ Electronic
Media
Between Groups
Internet
Between Groups
Hoardings
Between Groups
Specific Seminars held
by companies
1.399
.250
.717
.490
.297
.744
.027
.973
.576
.564
.025
.975
1.647
.196
Reliability of information provided through different media about medicines
Between Groups
Medical
Representative
1.670
2
.835
Within Groups
74.524
147
.507
Total
76.193
149
- 224 ANOVA IN DOCTOR EDUCATIONAL QUALIFICATION
Sum of
Squares
Between Groups
Medical Journals
Television/ Electronic
Media
2
.583
Within Groups
130.327
147
.887
Total
131.493
149
.821
2
.411
Within Groups
158.572
147
1.079
Total
159.393
149
2.991
2
1.496
Within Groups
108.049
147
.735
Total
111.040
149
8.270
2
4.135
Within Groups
1030.590
147
7.011
Total
1038.860
149
6.121
2
3.061
Within Groups
102.712
147
.699
Total
108.833
149
4.136
2
2.068
Within Groups
90.238
147
.614
Total
94.373
149
1.620
2
.810
.377
Between Groups
Between Groups
Internet
Between Groups
Hoardings
Specific Seminars
held by companies
Square
1.166
Between Groups
Clinical papers
Mean
df
Between Groups
Medical
Between Groups
Representative as key
Within Groups
55.453
147
Total
57.073
149
element in providing
information
F
Sig.
.658
.520
.381
.684
2.035
.134
.590
.556
4.380
.014
3.369
.037
2.148
.120
Importance of promotional items /other facilities distributed /provided by companies
Between Groups
Free samples
6.067
2
3.033
98.767
147
.672
104.833
149
1.586
2
.793
Within Groups
109.087
147
.742
Total
110.673
149
2.285
2
1.143
Within Groups
235.475
147
1.602
Total
237.760
149
Within Groups
Total
Between Groups
Trips to seminars
Pens/notepads/calend
ars/etc
Between Groups
- 225 4.515
.013
1.069
.346
.713
.492
ANOVA IN DOCTOR EDUCATIONAL QUALIFICATION
Sum of
Squares
Lunch for physician and
staff
Tickets to special
entertainment events
Dinner for the physician
and their family
Between Groups
Mean
Square
df
2.690
2
1.345
Within Groups
195.870
147
1.332
Total
198.560
149
4.911
2
2.456
Within Groups
210.182
147
1.430
Total
215.093
149
5.047
2
2.523
Within Groups
192.526
147
1.310
Total
197.573
149
Between Groups
Between Groups
F
Sig.
1.010
.367
1.717
.183
1.927
.149
.978
.379
.238
.788
.444
.642
.224
.799
.292
.747
.214
.807
.454
.636
.223
.800
Effectiveness of information provided through different media in your prescription
Between Groups
Medical Representative
1.133
2
.566
Within Groups
85.161
147
.579
Total
86.293
149
.274
2
.137
Within Groups
84.559
147
.575
Total
84.833
149
.526
2
.263
Within Groups
87.047
147
.592
Total
87.573
149
.325
2
.162
Within Groups
106.449
147
.724
Total
106.773
149
.297
2
.148
Within Groups
74.796
147
.509
Total
75.093
149
.381
2
.190
Within Groups
130.559
147
.888
Total
130.940
149
.411
2
.205
Within Groups
66.423
147
.452
Total
66.833
149
.197
2
.098
.441
Between Groups
Medical Journals
Between Groups
Clinical papers
Television/ Electronic
Media
Between Groups
Between Groups
Internet
Between Groups
Hoarding.
Specific Seminars held
by companies
Between Groups
Pharmaceutical
Between Groups
advertisement in
Within Groups
64.876
147
Total
65.073
149
prescription of branded
medicines
- 226 ANOVA IN DOCTOR EDUCATIONAL QUALIFICATION
Sum of
Squares
Pharmaceutical
advertisement to change
prescription decision from
Generic medicine to
Branded medicines
Between Groups
Patient suggestion
(demand) influence
prescription decision
Between Groups
“Direct-to- Consumer
Advertisement” are
important in promotion of
medicines
Between Groups
Ethical issues in
Promotional activity
adopted by companies.
Between Groups
Mean
Square
df
.080
2
.040
Within Groups
51.254
147
.349
Total
51.333
149
3.333
2
1.666
Within Groups
133.661
147
.909
Total
136.993
149
.304
2
.152
Within Groups
121.890
147
.829
Total
122.193
149
.489
2
.244
Within Groups
59.785
147
.407
Total
60.273
149
F
Sig.
.114
.892
1.833
.164
.183
.833
.601
.550
Advertising agency
Between Groups
1.022
2
.511
.796
.453
Importance in Consumer
Within Groups
94.312
147
.642
awareness about
Total
95.333
149
medicines
Importance of promotional channels used by companies and their long lasting effect on the
mind
Between Groups
6.971
2
3.486
2.383
.096
Medical Representative
Within Groups
215.029
147
Total
222.000
149
2.832
2
1.416
Within Groups
230.261
147
1.566
Total
233.093
149
13.479
2
6.740
Within Groups
245.594
147
1.671
Total
259.073
149
4.935
2
2.467
Within Groups
264.138
147
1.797
Total
269.073
149
.331
2
.165
Within Groups
82.229
147
.559
Total
82.560
149
.890
2
.445
Within Groups
167.943
147
1.142
Total
168.833
149
Between Groups
Clinical Paper
Between Groups
Medical Journals
Between Groups
Television advertisement
Between Groups
Internet
Between Groups
Hoarding
- 227 1.463
.904
.407
4.034
.020
1.373
.257
.296
.744
.389
.678
ANOVA IN DOCTOR EDUCATIONAL QUALIFICATION
Sum of
Squares
Specific Seminars
held by companies
Between Groups
Mean
df
Square
.962
2
.481
Within Groups
126.298
147
.859
Total
127.260
149
.230
2
.115
.586
Celebrities
Between Groups
Importance in brand
Within Groups
86.143
147
promotion.
Total
86.373
149
Specialized
Between Groups
.709
2
.354
promotional channels
Within Groups
86.865
147
.591
Total
87.573
149
1.308
2
.654
.550
F
Sig.
.560
.572
.197
.822
.600
.550
1.189
.307
1.709
.185
1.524
.221
1.104
.334
.772
.464
and programmes in
promotion of
medicines.
promotional activities
Between Groups
and growth of
Within Groups
80.852
147
consumerism
Total
82.160
149
promotional channel
Between Groups
2.556
2
1.278
and companies
Within Groups
109.904
147
.748
Total
112.460
149
2.437
2
1.219
.800
convening
information to
consumers
Importance of
Between Groups
Regulatory Acts in
Within Groups
117.536
147
prescription
Total
119.973
149
Creativity in
Between Groups
2.265
2
1.133
pharmaceutical
Within Groups
150.828
147
1.026
Total
153.093
149
2.286
2
1.143
1.481
advertisement effect
prescription decision
Frequency of
Between Groups
pharmaceutical
Within Groups
217.714
147
Total
220.000
149
advertisement
influence prescription
decision
a)
Importance of medium providing information about medicine available
for patient in the market and Qualification of doctor- In the above table having
- 228 variables Medical Representative, Medical Journals, Clinical papers, Television/
Electronic Media, Internet, Hoardings and Specific Seminars held by companies the
value of significant is 0.798, 0.250, 0.490, 0.744, 0.97, 0.564 and 0.975 respectively
which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It means
that Doctor Qualification has no impact on this variables
b)
Reliability of information provided through different media about
medicines and Qualification of doctor- In the above table having variables Medical
Representative, Medical Journals, Clinical papers, Television/ Electronic Media, and
Internet the value of significant is 0.196, 0.520, 0.684, 0.134, and 0.556 respectively
which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It means
that Doctor Qualification has no impact on these variables where as Hoardings and
Specific Seminars held by companies the significant value is 0.014 and 0.037
respectively which is significant (p<0.05) and alternative hypothesis accepted and
null hypothesis rejected. It means that Doctor Qualification has
impact on this
variables
c)
Medical Representative as key element in providing information and
Qualification of doctor: - In the above table the value of significant is 0.120 which is
insignificant (p>0.05) and tells us that null hypothesis is accepted. It means that
Doctor Qualification has no effect on this variables
d)
Importance of promotional items /other facilities distributed /provided by
companies and Qualification of doctor- In the above table having variables Free
samples, Trips to seminars, Pens/notepads/calendars/etc, Lunch for physician and
staff, Tickets to special entertainment events and Dinner for the physician and their
family, the value of significant is 0.346, 0.492, 0.367, 0.183 and 0.149 respectively
which is significant (p>0.05) and tells us that null hypothesis is accepted. It means
- 229 that Doctor Qualification has no effect on these variables where as free samples the
significant value is 0.013 (p<0.05) which is significant and alternative hypothesis
accepted and null hypothesis rejected. It means that Doctor Qualification has effect
on this variables
e)
Effectiveness of information provided through different media in
prescription and Qualification of doctor:- In the above table having variables
Medical Representative, Medical Journals, Clinical papers, Television/ Electronic
Media, Internet, Hoardings and Specific Seminars held by companies the value of
significant is 0.379, 0.788, 0.642, 0.799, 0.747, 0.807 and 0.636 respectively which is
insignificant (p>0.05) and tells us that null hypothesis is accepted. It means that
Doctor Qualification has no effect on this variables.
f)
Pharmaceutical advertisement in prescription of branded medicines and
Qualification of doctor:- In the above table the value of significant is 0.800 which is
insignificant (p>0.05) and tells us that null hypothesis is accepted. It means that
Doctor Qualification has no effect on this variables
g)
Pharmaceutical advertisement to change prescription decision from
Generic medicine to Branded medicines and Qualification of doctor: - In the
above table the value of significant is 0.892 which is insignificant (p>0.05) and tells
us that null hypothesis is accepted. It means that Doctor Qualification has no effect on
this variable.
h)
Patient suggestion (demand) influence prescription decision and
Qualification of doctor: - In the above table the value of significant is 0.164 which is
insignificant (p>0.05) and tells us that null hypothesis is accepted. It means that
Doctor Qualification has no effect on this variable.
- 230 i)
“Direct-to- Consumer Advertisement” are important in promotion of
medicines and Qualification of doctor: - In the above table the value of significant
is 0.833 which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It
means that Doctor Qualification has no effect on this variable.
j)
Ethical issues in Promotional activity adopted by companies and
Qualification of doctor: - In the above table the value of significant is 0.550 which is
insignificant (p>0.05) and tells us that null hypothesis is accepted. It means that
Doctor Qualification has no effect on this variable.
k)
Advertising agency Importance in Consumer awareness about medicines
and Qualification of doctor: - In the above table the value of significant is 0.453
which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It means
that Doctor Qualification has no effect on this variable.
l)
Importance of promotional channels used by companies and their long
lasting effect on the mind and Qualification of doctor- In the above table having
variables Medical Representative, Clinical papers, Television/ Electronic Media,
Internet, Hoardings and Specific Seminars held by companies the value of significant
is 0.096, 0.407, 0.257, 0.744, 0.678, and 0.572 respectively which is insignificant
(p>0.05) and tells us that null hypothesis is accepted. It means that Doctor
Qualification has no effect on these variables where as medical journals, the
significant value is 0.020 which is significant (p<0.05) and alternative hypothesis
accepted and null hypothesis rejected. It means that Doctor Qualification has effect
on this variables
m)
Celebrities Importance in brand promotion and Qualification of doctor:-
In the above table the value of significant is 0.822 which is insignificant (p>0.05) and
- 231 tells us that null hypothesis is accepted. It means that Doctor Qualification has no
effect on this variables
n)
Specialized promotional channels and programmes in promotion of
medicines and Qualification of doctor: - In the above table the value of significant
is 0.550 which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It
means that Doctor Qualification has no effect on this variable.
o)
Promotional activities and growth of consumerism and Qualification of
doctor:- In the above table the value of significant is 0. 307 which is insignificant
(p>0.05) and tells us that null hypothesis is accepted. It means that Doctor
Qualification has no effect on this variable.
p)
Promotional channel and companies convening information to consumers
and Qualification of doctor: - In the above table the value of significant is 0. 185
which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It means
that Doctor Qualification has no effect on this variable.
q)
Importance of Regulatory Acts in prescription and Qualification of
doctor: - In the above table the value of significant is 0.221 which is insignificant
(p>0.05) and tells us that null hypothesis is accepted. It means that Doctor
Qualification has no effect on this variable.
r)
Creativity in pharmaceutical advertisement effect prescription decision
and Qualification of doctor: - In the above table the value of significant is 0.334
which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It means
that Doctor Qualification has no effect on this variable.
s)
Frequency of pharmaceutical advertisement influence prescription
decision and Qualification of doctor: - In the above table the value of significant is
0.464 which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It
- 232 means that Doctor Qualification has no effect on this variable.Similarly Regional
status of practice is also one of the variable in which there is a difference in impact of
advertisement when compared with different dimensions. ANOVA is applied on the
data to check whether difference exists in impact of advertisement perceived by
various educations of doctors among all the dimensions
Table no. 4.22:- ANOVA by Regional Status of Practice Place
ANOVA IN REGIONAL STATUS OF PRACTICE PLACE
Sum of
Mean
df
F
Sig.
Squares
Square
Importance of medium providing information about medicine available for patient in the
market.
9.226
2
4.613
6.159
.003
Between Groups
Medical
Representative
Within Groups
Total
Between Groups
Medical Journals
Within Groups
Total
Between Groups
Clinical papers
Within Groups
Total
Between Groups
Television/
Electronic Media
Within Groups
Total
Between Groups
Internet
Within Groups
Total
Between Groups
Hoardings
Within Groups
Total
110.107
147
119.333
149
21.813
2
10.907
142.027
147
.966
163.840
149
10.755
2
5.377
82.579
147
.562
93.333
149
.539
2
.270
108.234
147
.736
108.773
149
13.505
2
6.752
155.329
147
1.057
168.833
149
.866
2
.433
210.207
147
1.430
211.073
149
- 233 .749
11.289
.000
9.572
.000
.366
.694
6.390
.002
.303
.739
ANOVA IN REGIONAL STATUS OF PRACTICE PLACE
Between Groups
Specific Seminars
held by companies
Within Groups
Total
Sum of
Squares
10.126
2
Mean
Square
5.063
84.707
147
.576
94.833
149
df
Reliability of information provided through different media about medicines
8.352
2
4.176
Between Groups
Medical
Representative
Within Groups
Total
Between Groups
Medical Journals
Within Groups
Total
Between Groups
Clinical papers
Within Groups
Total
Between Groups
Television/
Electronic Media
Within Groups
Total
Between Groups
Internet
Within Groups
Total
Between Groups
Hoardings
Within Groups
Total
Between Groups
Specific Seminars
held by companies
Within Groups
Total
67.841
147
76.193
149
4.236
2
2.118
127.257
147
.866
131.493
149
5.574
2
2.787
153.820
147
1.046
159.393
149
13.833
2
6.916
97.207
147
.661
111.040
149
6.190
2
3.095
1032.670
147
7.025
1038.860
149
13.814
2
6.907
95.020
147
.646
108.833
149
1.697
2
.848
92.677
147
.630
94.373
149
- 234 F
Sig.
8.786
.000
9.049
.000
2.447
.090
2.663
.073
10.459
.000
.441
.644
10.685
.000
1.345
.264
.462
ANOVA IN REGIONAL STATUS OF PRACTICE PLACE
Medical
Representative as key
element in providing
information
Between Groups
Sum of
Squares
4.966
2
Mean
Square
2.483
.354
df
Within Groups
52.107
147
Total
57.073
149
F
7.005
Sig.
.001
Importance of promotional items /other facilities distributed /provided by companies
Free samples
Between Groups
17.369
2
8.685
Within Groups
87.464
147
.595
104.833
149
Between Groups
13.425
2
6.713
Within Groups
97.248
147
.662
110.673
149
17.026
2
8.513
Within Groups
220.734
147
1.502
Total
237.760
149
2.540
2
1.270
Within Groups
196.020
147
1.333
Total
198.560
149
4.950
2
2.475
Within Groups
210.143
147
1.430
Total
215.093
149
5.447
2
2.723
1.307
Total
Trips to seminars
Total
Between Groups
Pens/notepads/calenda
rs/ etc
Between Groups
Lunch for physician
and staff
Between Groups
Tickets to special
entertainment events
Between Groups
Dinner for the
physician and their
Within Groups
192.127
147
family
Total
197.573
149
- 235 14.596
.000
10.147
.000
5.669
.004
.953
.388
1.731
.181
2.084
.128
ANOVA IN REGIONAL STATUS OF PRACTICE PLACE
Sum of
Squares
Mean
df
Square
F
Sig.
Effectiveness of information provided through different media in prescription
2.838
2
1.419
Within Groups
83.455
147
.568
Total
86.293
149
2.512
2
1.256
Within Groups
82.321
147
.560
Total
84.833
149
2.395
2
1.197
Within Groups
85.179
147
.579
Total
87.573
149
1.525
2
.763
Within Groups
105.248
147
.716
Total
106.773
149
.595
2
.298
Within Groups
74.498
147
.507
Total
75.093
149
1.763
2
.882
Within Groups
129.177
147
.879
Total
130.940
149
.585
2
.293
Within Groups
66.248
147
.451
Total
66.833
149
Between Groups
Medical
Representative
Between Groups
Medical Journals
Between Groups
Clinical papers
Between Groups
Television/
Electronic Media
Between Groups
Internet
Between Groups
Hoarding.
Between Groups
Specific Seminars
held by companies
- 236 2.499
.086
2.243
.110
2.066
.130
1.065
.347
.587
.557
1.003
.369
.649
.524
ANOVA IN REGIONAL STATUS OF PRACTICE PLACE
Pharmaceutical
advertisement in
prescription of
branded medicines
Pharmaceutical
advertisement to
change prescription
decision from Generic
medicine to Branded
medicines
Patient suggestion
(demand) influence
prescription decision
Between
Groups
Within Groups
Total
Between
Groups
Within Groups
Total
Between
Groups
Within Groups
Total
“Direct-toConsumer
Advertisement” are
important in
promotion of
medicines
Ethical issues in
Promotional activity
adopted by
companies.
Advertising agency
Importance in
Consumer awareness
about medicines
Between
Groups
Within Groups
Total
Between
Groups
Within Groups
Total
Between
Groups
Within Groups
Total
Sum of
Squares
1.004
2
Mean
Square
.502
64.070
147
.436
65.073
149
.362
2
.181
50.971
147
.347
51.333
149
1.058
2
.529
135.936
147
.925
136.993
149
.424
2
.212
121.770
147
.828
122.193
149
.945
2
.472
59.329
147
.404
60.273
149
.369
2
.185
94.964
147
.646
95.333
149
df
F
Sig.
1.151
.319
.522
.595
.572
.566
.256
.775
1.170
.313
.286
.752
Importance of promotional channels used by companies and their long lasting effect on the
mind
Between
1.507
2
.754
.502
.606
Groups
Medical
220.493
147
1.500
Within Groups
Representative
222.000
149
Total
Between
Groups
Clinical Paper
Within Groups
Total
3.636
2
1.818
229.457
147
1.561
233.093
149
- 237 1.165
.315
ANOVA IN REGIONAL STATUS OF PRACTICE PLACE
Between Groups
Medical Journals
Within Groups
Total
Between Groups
Television
advertisement
Within Groups
Total
Between Groups
Internet
Within Groups
Total
Between Groups
Hoarding
Within Groups
Total
Between Groups
Specific Seminars
held by companies
Within Groups
Total
Between Groups
Celebrities
Importance in brand
promotion.
Within Groups
Total
Specialized
promotional channels
and programmes in
promotion of
medicines.
Between Groups
Within Groups
Total
Between Groups
promotional
activities and growth
of consumerism
Within Groups
Total
Sum of
Squares
.539
2
Mean
Square
.270
258.534
147
1.759
259.073
149
6.125
2
3.063
262.948
147
1.789
269.073
149
.389
2
.194
82.171
147
.559
82.560
149
2.590
2
1.295
166.243
147
1.131
168.833
149
.324
2
.162
126.936
147
.864
127.260
149
2.080
2
1.040
84.293
147
.573
86.373
149
.047
2
.023
87.527
147
.595
87.573
149
.419
2
.209
81.741
147
.556
82.160
149
- 238 df
F
Sig.
.153
.858
1.712
.184
.348
.707
1.145
.321
.188
.829
1.814
.167
.039
.962
.377
.687
ANOVA IN REGIONAL STATUS OF PRACTICE PLACE
Sum of
Squares
Between
promotional channel
to consumers
Square
2.381
2
1.191
Within Groups
110.079
147
.749
Total
112.460
149
1.454
2
.727
.806
Between
Importance of
Groups
Regulatory Acts in
Within Groups
118.520
147
Total
119.973
149
3.309
2
1.655
Within Groups
149.784
147
1.019
Total
153.093
149
.171
2
.086
Within Groups
219.829
147
1.495
Total
220.000
149
prescription
Between
Creativity in
prescription decision
Between
Frequency of
prescription decision
a)
1.590
.207
.902
.408
1.624
.201
.057
.944
Groups
pharmaceutical
advertisement influence
Sig.
Groups
pharmaceutical
advertisement effect
F
Groups
and companies
convening information
Mean
df
Importance of medium providing information about medicine available
for patient in the market and regional status of practice place of doctor - In the
above table having variables Medical Representative, Medical Journals, Clinical
papers, Hoardings and Specific Seminars held by companies the value of significant is
0.003, 0.000, 0.000, 0.002 and 0.000 respectively which is significant (p<0.05) and
tells us that null hypothesis is rejected. It means that Regional status of practice place
has effect on these variables, where as Clinical papers and Internet having the value of
significant is 0.694 and 0.739 which is insignificant (p>0.05) and tell us that null
- 239 hypothesis is accepted, it means that Regional status of practice place has no effect on
this variables.
b)
Reliability of information provided through different media about
medicines and regional status of practice place of doctor:- In the above table
having variables Medical Representative, Television/ Electronic Media and hoardings
the value of significant is 0.000, 0.000, and 0.000 respectively which is significant
(p<0.05) and tells us that null hypothesis is rejected. It means that Regional status of
practice place has effect on these variables where as Medical Journals, Clinical
papers, Internet and Specific Seminars held by companies the significant value is
0.090, 0.073, 0.644 and 0.264 respectively which is insignificant (p>0.05) and
alternative hypothesis rejected and null hypothesis accepted. It means that Regional
status of practice place has no effect on these variables.
c)
Medical Representative as key element in providing information and
regional status of practice place of doctor: - In the above table the value of
significant is 0.001 which is significant (p<0.05) and tells us that null hypothesis is
rejected. It means that Regional status of practice place has effect on this variable.
d)
Importance of promotional items /other facilities distributed /provided by
companies and regional status of practice place of doctor - In the above table
having variables free samples, Trips to seminars and Pens/notepads/calendars/etc, the
value of significant is 0.000, 0.000, and 0.004 respectively which is significant
(p<0.05) and tells us that null hypothesis is rejected. It means that Regional status of
practice place has effect on these variables where as Lunch for physician and staff,
Tickets to special entertainment events and Dinner for the physician and their family,
the significant value is 0.388,0.181 and 0.128 (p>0.05) which is insignificant and
- 240 alternative hypothesis accepted and null hypothesis rejected. It means that Regional
status of practice place has no effect on these variables.
e)
Effectiveness of information provided through different media in
prescription and regional status of practice place of doctor: - In the above table
having variables Medical Representative, Medical Journals, Clinical papers,
Television/ Electronic Media, Internet, Hoardings and Specific Seminars held by
companies the value of significant is 0.086, 0.110, 0.130, 0.347, 0.557, 0.369 and
0.524 respectively which is insignificant (p>0.05) and tells us that null hypothesis is
accepted. It means that Regional status of practice place has no effect on these
variables.
f)
Pharmaceutical advertisement in prescription of branded medicines and
regional status of practice place of doctor:- In the above table the value of
significant is 0.319 which is insignificant (p>0.05) and tells us that null hypothesis is
accepted. It means that Regional status of practice place has no effect on this variables
g)
Pharmaceutical advertisement to change prescription decision from
Generic medicine to Branded medicines and regional status of practice place of
doctor: - In the above table the value of significant is 0.595 which is insignificant
(p>0.05) and tells us that null hypothesis is accepted. It means that Regional status of
practice place has no effect on this variable.
h)
Patient suggestion (demand) influence prescription decision and regional
status of practice place of doctor: - In the above table the value of significant is
0.566 which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It
means that Regional status of practice place has no effect on this variable.
i)
“Direct-to- Consumer Advertisement” are important in promotion of
medicines and regional status of practice place of doctor: - In the above table the
- 241 value of significant is 0.775 which is insignificant (p>0.05) and tells us that null
hypothesis is accepted. It means that Regional status of practice place has no effect on
this variable.
j)
Ethical issues in Promotional activity adopted by companies and regional
status of practice place of doctor: - In the above table the value of significant is
0.313 which is insignificant (p>0.05) and tells us that null hypothesis is accepted. It
means that Regional status of practice place has no effect on this variable.
k)
Advertising agency Importance in Consumer awareness about medicines
and regional status of practice place of doctor: - In the above table the value of
significant is 0.752 which is insignificant (p>0.05) and tells us that null hypothesis is
accepted. It means that Regional status of practice place has no effect on this variable.
l)
Importance of promotional channels used by companies and their long
lasting effect on the mind and regional status of practice place of doctor - In the
above table having variables Medical Representative, Clinical papers, Medical
journals, Television/ Electronic Media, Internet, Hoardings and Specific Seminars
held by companies the value of significant is 0.606, 0.315, 0.808, 0.184, 0.707,
0.321and 0.829 respectively which is insignificant (p>0.05) and tells us that null
hypothesis is accepted. It means that Regional status of practice place has no effect on
these variables
m)
Celebrities Importance in brand promotion and regional status of
practice place of doctor:- In the above table the value of significant is 0.167
(p>0.05) which is insignificant and tells us that null hypothesis is accepted. It means
that Regional status of practice place has no effect on this variables
n)
Specialized promotional channels and programmes in promotion of
medicines and regional status of practice place of doctor: - In the above table the
- 242 value of significant is 0.962 which is insignificant (p>0.05) and tells us that null
hypothesis is accepted. It means that Regional status of practice place has no effect on
this variable.
o)
Promotional activities and growth of consumerism and regional status of
practice place of doctor:- In the above table the value of significant is 0. 687 which
is insignificant (p>0.05) and tells us that null hypothesis is accepted. It means that
Regional status of practice place has no effect on this variable.
p)
Promotional channel and companies convening information to consumers
and regional status of practice place of doctor: - In the above table the value of
significant is 0. 207 which is insignificant (p>0.05) and tells us that null hypothesis is
accepted. It means that Regional status of practice place has no effect on this variable.
q)
Importance of Regulatory Acts in prescription and regional status of
practice place of doctor: - In the above table the value of significant is 0.408 which
is insignificant (p>0.05) and tells us that null hypothesis is accepted. It means that
Regional status of practice place has no effect on this variable.
r)
Creativity in pharmaceutical advertisement effect prescription decision
and regional status of practice place of doctor: - In the above table the value of
significant is 0.201 which is insignificant (p>0.05) and tells us that null hypothesis is
accepted. It means that Regional status of practice place has no effect on this variable.
s)
Frequency of pharmaceutical advertisement influence prescription
decision and regional status of practice place of doctor: - In the above table the
value of significant is 0.944 which is insignificant (p>0.05) and tells us that null
hypothesis is accepted. It means that Regional status of practice place has no effect on
this variable.
- 243 CHAPTER- 5
DISCUSSIONS AND CONCLUSION
The conducted research has been executed to answer the research questions presented
in section 3.14. The purpose of research was to know the impact of pharmaceutical
advertising on doctor (customer) prescription behavior and consumer purchase
behavior. The research focus on various aspects of pharmaceutical advertising like
advertising through medical representative, attributes of pharmaceutical advertising,
pharmaceutical advertisement of OTC drugs for consumers and pharmaceutical
promotion and prescription behavior of doctors.
From the data analysis of respondent our findings show that the awareness of
advertisement among respondent is higher than 90%. It shows that our topic to study
the impact of advertisement has much relevance in current scenario. Our finding
about medium of advertisement shows that advertisement through television get more
attention as the respondent percentage is more than 56%.The second attractive
medium is word to mouth in which the respondent percentage is more than 16% while
this is quite less from the television advertisement medium. The data analysis also
shows that, association of medium of advertisement that get the attention of
respondent with type of family shows that there is no significant association between
medium of advertisement that get the attention of respondent and type of family.
Similarly there is no significant association between marital status of respondent and
medium of advertisement that get the attention of respondent as the Chi-Square value
is insignificant. But there is association of medium of advertisement that gets the
attention with educational qualification, Occupation and age of the respondent as the
Chi-square value is significant.
- 244 Advertising affect consumer in many ways whether by recall, positive impression,
create interest and also in decision process. From the data analysis of the effectiveness
of advertisements long lasting impact we found that it develop the interests among
respondents towards particular medicines. We also see that it is also effective in
affecting the decision process and positive impression of the consumer towards
particular medicines.
OTC medicines (Over the counter drug) are medicines sold directly to a consumer
without a prescription from a health care professional. The data analysis of
advertising effectiveness of OTC drugs (common use medicines), shows that
television medium of advertisement are more effective medium of advertisement for
consumer persuasion to purchase the medicines. The second effective medium of
advertisement is news paper in which the respondent percentage is 31%. This study
indicates that there is significance association between types of family, marital status
of consumers with effective medium of advertisement for OTC drug as the ChiSquare value is insignificant. Similarly this study also indicates that there is a
significant association between educational qualifications, occupation with effective
medium of advertisement for OTC drugs as the Chi-Square value is significant.
The trends towards self medication are likely to grow as consumers are becoming
familiar with OTC drugs, due to extensive advertising by companies. Doctor, retailer,
Television, Friends and relatives, News papers also act as suggestive measures for
consumer to purchase the OTC drugs (common use medicines). This study indicates
that about 31% respondent purchase common use medicines by suggestive measure of
television followed by doctor. This study also show that there is no significant
association between family type, marital status of respondent with suggestion by
which consumer purchase common use medicines as the Chi-Square value is
- 245 insignificant. Similarly this study also indicates there is significant association
between educational qualifications, occupation with various suggestive medium by
which consumer can purchase common use medicines.
OTC drug purchase by consumer generally influenced by advertising, friends&
relatives, retailer doctor etc. The analysis of data shows that 31% of respondent
influenced by advertisement of pharmaceutical for purchase of medicines and little bit
less 30.70% of respondent influenced by friends and relatives for purchase of
medicines. Doctor also influences respondents for purchasing of common use
medicines but extent of influence is less advertisement and friends& relatives.
Nies,E.A. (1982) also found that consumers are becoming familiar with OTC drug
due to extensive advertising by companies. This study also reveals that family type,
qualification, occupation, marital status and age of respondent have no significant
association with influencer (advertising, friends& relatives, retailer doctor etc) in
selecting medicines for common disease as the Chi-Square value is insignificant.
Advertisement creates need among consumers but pharmaceutical advertising have a
direct impact on health of consumers. The analysis of data indicates that about 32% of
respondent agree to some extent that advertisement create need among consumer. The
next finding focused on the nature of attention paid by respondent in pharmaceutical
advertising and it was found that about 48% of respondent paid some attention about
pharmaceutical advertisement. This research is also made to assess the lasting effect
of advertisement on consumer and it is found that about 28% of respondent having
lasting effect of advertisement is about one week whereas about 24% of respondent
having lasting effect of more than one month.
- 246 In pharmaceutical advertisement some pharmaceutical product attribute like strength
of medicines, dosage form, route of administration and dosing schedule etc. are
observed by consumer in pharmaceutical advertisement .This research indicates that
more than 50% of respondent observed strength of medicines in pharmaceutical
advertisement. Similarly this study also reveals that about 32% respondent influence
to some extent by pharmaceutical advertisement and about 45% of respondent are
agree to some extent that they relied on these pharmaceutical advertisement while
making purchase decision.
From the data analysis about advertising attributes that impact in selection of
medicine, findings shows that pharmaceutical advertisement which have strongest
theme influenced the buying behavior of respondents and this decision is highly stable
as shows from the mean value (2.12) and standard deviation (1.077) of the
respondent. Visual presentation of advertisement creates more attention and makes
their impacts in selection of medicine as the mean value and standard deviation of this
attributes is 2.35 and 1.230 respectively.
For prescription medicine consumer is not directly purchase the medicine but doctor
on the behalf of consumer/patient prescribed the medicines for purchase. That’s why
in this doctor response regarding pharmaceutical advertisement is also valuable for us
to know how the pharmaceutical advertisement changes the prescription behavior of
doctor. According to doctor as respondent on importance of medium providing
information about medicine available for patient in the market shows that television
medium of advertisement are important medium for providing information to the
consumer as the mean value is 1.81.
- 247 Similarly there are various medium which provide information about medicine but
doctor do not rely on the information provided through all different medium. The
reliability of information provided through medical journal are important as the mean
value is 1.49 followed by clinical paper whose mean value is 1.53.This study also find
that according to doctors effectiveness of information provided through clinical paper
(mean value 1.95) and medical journal (mean value 1.97) are more effective.
Medical Representative is important source to support the pharmaceutical sales
activity. In research 78% of doctor agreed that medical representative visiting in their
practice hours, 63% doctor says that about 5-10 MRs visited per day in their clinic
and as a key element for providing information about medicines and about 69%
doctor agreed that MRs is a key element for providing information about medicines.
Caudil,T.S.et al (1996) also found that Physicians agreed that sales representatives
provided useful and accurate information about newly and already established drugs,
but only slightly agreed that they performed an important teaching function where as
Ravindra Goyal and Pranav Pareek (2013) examines that Medical representatives
provide incomplete medical information to influence prescribing practices; they also
offer incentives including conference, Seminars, national and aboard sponsorship.
There are various promotional items like free samples There are various promotional
items like free samples, Trip to Seminars, lunch/ Dinner for physician’s family and
there staff ,tickets to special entertainment events are provided by pharmaceutical
companies to doctors to boost their sales and for doctors trips to seminars having
mean value 2.71 and free samples having mean value 2.77 are important promotional
items.Mahmoud Abdullah Al-Areefi et. al (2013) concluded that that physicians are
aware that the medical representatives could influence their prescribing decision; they
welcome representatives to visit them and consider receiving free samples, gifts and
- 248 various kinds of support as a normal practice. He also found that the majority of the
physicians had positive interactions with medical representatives. The physician’s
main reasons stated for allowing medical representatives visits are the social contacts
and mutual benefits they will gain from these representatives.
Various promotional channels used by companies make their long lasting effect of the
mind of doctors , but it is not possible that all promotional channel make their impact
on doctor mind and it is found that MRs are important promotional channel used by
companies that makes their long lasting effect on doctor mind having mean value 2.40
followed by specific seminars held by companies having mean value 2.54.Influence
of prescription decision w.r.t branded medicine, generic medicine and patient demand
also shows that pharmaceutical advertisement are important factor in prescription of
branded medicine (mean value 2.89) and pharmaceutical advertisement influence the
doctor to change the prescription decision from generic to branded medicine (mean
value 2.93). Manchanda, P. and Honka, E (2005) also concluded that there is also
strong evidence that detailing affects physician (prescription) behavior in a positive
and significant manner.
Impact and extent of impact of Pharmaceutical advertisement depends on the various
variables, and due to different variables impact also differs.Qualification of doctors
has impact on the variable like hoardings and specific seminars conducted by
companies for Reliability of information provided through different media about
medicines. Qualification of doctors also has impact on the free samples as
promotional items and it has also impact on the medical journals as promotional
channels. Regional status of practice place has impact on the variable like Medical
Representative, Medical Journals, Clinical papers, Internet and Specific seminars
organized by companies as importance of medium providing information about
- 249 medicine available for patient in the market and in context to reliability of information
provided through different medium about medicines Regional status of practice place
has an impact on Medical Representative, Television/Electronic Media and Hoardings
and it also has impact on Medical Representative as key element in providing
information. Similarly Regional status of practice place has an impact on free
samples, Trip to seminars and Pens/notepads/calendars etc. as importance of
promotional items
Conclusion: - Quite a number of important conclusions can be drawn from the
findings of this study. Consumer paid more attention when Television medium of
advertisement and television medium of advertisement is more affective for purchase
of common use medicines. The advertisement of OTC drug was found to be
persuasive, but not high enough so that consumers can directly go and ask for the
advertised drug. Advertisement also acts as a influencer in selecting medicines for
common diseases and create need up to some extent and theme of advertisement
influence the consumer to buy the products. Visual presentation of advertisement
creates more attention and makes their impacts in selection of medicine. From the
results, we can also consider that doctor prescription for medicine is responsive to
advertising. This research has proposed five important factors of pharmaceutical
advertising such as Detailing, Advertising effectiveness, Brand positioning, Influence,
and Informative.
As far as Detailing is concerned in pharmaceutical advertising; it is accused of
promoting medicines that leads to change in prescription behavior because of
marketing and promoting strategies. Advertising effectiveness can add value to a
company and provide feedback about necessary changes made for doctors for
prescription of medicines. Brand positioning place a consumer brand in doctor mind
- 250 that motivate him for prescription of medicine. Advertising through Medical
representative influence the doctor prescribing practices by important scientific
information .The informative advertising allows doctors to have access to product and
service information without any hassle. Informative advertising benefits doctors by
carrying specific, definite and tangible facts about product. Drug promotion strongly
influences prescribing behavior. Company funding of doctors, of educational events
and of research are important elements in this influence. In this it is found that MRs
are important promotional channel used by companies that makes their long lasting
effect on doctor mind followed by specific seminars held by companies . The
reliability and effectiveness of information provided through medical journal and
clinical paper are important for doctors. The findings provided insight into possible
target areas for educational interventions about pharmaceutical marketing. Such a
finding will provide the basis for policymakers in the public and private health sector
in India and those countries which have a similar health system to develop a suitable
policy and regulations in terms of drug promotion. A national formulary will help
physicians to prescribe approved medicine.
Managerial Implications for doctors: In terms of managerial implication, the
findings do provide some insights and feedback for administrators of media industry
in drafting various advertising strategies on how to increase the favorable attitude
towards advertising for doctors. As part of the efforts to create favorable attitude,
some suggested strategies include: ensuring the sources of advertisement are credible,
trustworthy, believable, informative message.
Future Research: The final objective of the researcher is that what all findings have
been achieved may become part of future researches. Further direction for future
research is:- 251 Future research can be extended to pharmacists that how these pharmacists make their
impact on consumer to sell the medicine because pharmacist is also an important
medium of advertisement for pharmaceutical products. Additional research could
explore how consumers make use of the pharmaceutical staff when they are in a
pharmacy, and how the pharmaceutical staff is aware of their own influence on the
customers and how they use their knowledge to guide the decision making process.
More focus on the promotional sector can be done through further research that
studies through which media pharmaceutical advertisements are best to reach the
consumer segment that is recognized to buy products that are familiar to them through
advertisement. Direct to consumer advertising is banned in most countries, and the
research evidence tends to support the negative impact that is feared by those who
support a legislative ban. Further research is needed into the clinical and economic
impact of direct to consumer advertising in healthcare systems and focus on
identifying relative importance of various advertising effectiveness components and
role of various media option to increase effectiveness of OTC drug advertising.
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- 266 ANNEXURE-A
Impact of Advertisement on Customer Purchase Behavior in Pharmaceuticals
Research Scholar: Ram Dheeraj
Supervisor: Dr.S.K.Kaushal
PLEASE MARK YOUR RESPONSES BY PUTTING A TICK MARK (¥) AT APPROPRIATE
PLACE
1:- Personal profilea)
Name:- ______________________________________________________
b)
Age:- (i) 18-28 years
(ii) 29-39 years
(iv) 51-61 years
( iii) 40-50 years
(v) >61 years
c)
Marital Status-:- (i) Married
d)
Family size:-
e)
Family income :-
(ii) Un Married
(i) Nuclear
(iii) Widow
(ii) Joint
(i) <1.5 lacs
(ii) 1.5 lacs-.3.0 lacs (iii) 3.01 lacs- 5.0 lacs
(iv) 5.01 lacs- 7.0 lacs
(v) > 7.0 lacs
f)
Educational Qualification: (i)Undergraduate (ii) Graduate
g)
Occupation:(i) Student
( ii) Business
(iv) Professional
(iv) Separated
(v) Housewife
( iii) Post Graduate
(iii) Government Service
(vi) Any Other (Please Specify)______
2- Do you know about Advertisement?
(i)
Yes
( ii)
No
3- Which medium of Advertisement get your Attention
(i) Print
( ii) Radio
(iii) Television
(iv) Word to Mouth
4- How does advertisement affect you?
(i) Recall
( ii) Positive impression
ŝ
( iii) Interest
( iv) Decision Process
5- For common use medicines (OTC) which medium of advertisement is more affective?
( i) Television
( ii) News Paper
( iii) Radio
( iv) Internet
(v) Other (Magazines/Bill boards/brouchers/kiosks/fillers/Event
6- By which suggestion you will purchase common use medicines
(i) Doctor ( ii) Retailer
( iii) Television
(iv) News paper ( v) Friends & Relatives
7- How long does the input of an advertisement last on you
(i) Few hours (ii) one day ( iii) one week ( iv) one month
(v) more than month
8- To what extent of advertising of various pharmaceutical products create the need for
the Product in your mind( i) To a great extent ( ii) To some extent ( iii) To a considerable extent ( iv) Not at all
9- When there is a new advertisement of pharmaceutical product like Vitamin , tablets,
Cough syrup and Contraceptive etc. Do you pay (i) more attention
( ii) some attention
( iii) little attention ( iv) ignore it
10- While seeing the various advertisements of medicines, which aspect of product attribute
do you observe in advertisement-?
(i)
strength (ii) dosage form (iii) route of administration ( iv) Dosing schedule
11- Who influenced you most in selecting medicine for common diseases-?
(i)
Advertising (ii) Friends & relatives
(iii) Retailer ( iv) Doctor
12- To what extent advertising influenced you in purchasing a particular type of
Pharmaceutical product/ medicines(i) To a great extent ( ii) To a some extent (iii) To a little extent ( iv) not at all
13- I always rely on advertisement while making a purchase decision
( i) Strongly agree
( ii) agree to some extent
(iv) Strongly disagree
ŝŝ
( iii) disagree to some extent
14- On a scale of 1-5 Kindly rate the following medicine advertisement attributes in Order
Of your preference where 1 stands for highest rank for agree or favoring to
Particular View and 5 stands for completely disagree or disfavoring to Particular
View. Please put a tick mark (¥)
(1= Strongly Agree, 2= Agree , 3= Neutral, 4=Disagree & 5= Strongly Disagree)
Attributes
Theme of Advertisement
Visual presentation
Strength of Medicines
Dosage form(tablet,capsule,liquid etc)
1
Role of celebrities
ŝŝŝ
2
3
4
5
ANNEXURE-B
Impact of Advertisement on Customer Purchase Behavior in Pharmaceuticals
Research Scholar: Ram Dheeraj
Supervisor: Dr.S.K.Kaushal
PLEASE MARK YOUR RESPONSES BY PUTTING A TICK MARK (¥) AT APPROPRIATE
PLACE
1- Personal Profile
1a.) Respondent Name:
1b.) Gender:
Male
Female
(1)
1c.) Qualification:
(2)
Graduate (M.B.B.S)
Post Graduate (MD/MS)
(1)
1d.) Position Hold by Respondent:
(2)
(3)
Medical Officer
Junior Resident/MS/MD
(1)
Teacher/Professor
(3)
(4)
>2 years
(1)
1f.) Regional Status of Practice Place:
>5 years
4 hours
(1)
>10 years
(2)
Rural
(1)
(3)
Semi Urban
(2)
6 hours
(2)
ŝǀ
(2)
Senior Resident/Super specialist
1e.) No. of years of Practice:
1g.) Practice Hours:
Specialist.
8 hours
(3)
>15 years
(4)
Urban
(3)
round the clock
(4)
1h.) O.P.D Frequency
(<15)
(Daily Average):
(15 to 25)
(1)
(26 to 40) (40 to 54)
(2)
(3)
(>54)
(4)
(5)
From Question no. 2 and onwards are based on the scale of 1 to 5 in which;
1 Stands for highest rank for agree or favoring to particular view and 5 stands for
completely disagree or disfavoring to particular view.
(1= Strongly Agree, 2= Agree , 3= Neutral, 4=Disagree & 5= Strongly Disagree)
2
Importance of medium providing information about medicine available for patient in the
market.
2a.
Medical Representative
1
2
3
4
5
2b.
Medical Journals
1
2
3
4
5
2c.
Clinical papers
1
2
3
4
5
2d.
Television/ Electronic Media
1
2
3
4
5
2e.
Internet
1
2
3
4
5
2f.
Hoardings
1
2
3
4
5
2g.
Specific Seminars held by companies
1
2
3
4
5
3
Reliability of information provided through different media about medicines.
3a.
Medical Representative
1
2
3
4
5
3b.
Medical Journals
1
2
3
4
5
3c.
Clinical papers
1
2
3
4
5
3d.
Television/ Electronic Media
1
2
3
4
5
3e.
Internet
1
2
3
4
5
3f.
Hoardings
1
2
3
4
5
3g.
Specific Seminars held by companies
1
2
3
4
5
4
Is Medical Representative (MR) visiting in your
yes ( 1
)
No ( 2
)
practice hours:
4a.
If yes, on average how many companies MR visiting
per day
<5
ǀ
5 -10
11- 15
15- 20
>20
4b.
Is Medical Representative are important key
1
2
3
4
5
element in providing information about medicines.
5
State the importance of promotional items /other facilities distributed /provided by
companies
5a.
Free samples
1
2
3
4
5
5b.
Trips to seminars
1
2
3
4
5
5c.
Pens/notepads/calendars/etc
1
2
3
4
5
5d.
Lunch for physician and staff
1
2
3
4
5
5e.
Tickets to special entertainment events
1
2
3
4
5
5f.
Dinner for the physician and their family
1
2
3
4
5
6
Is Prohibiting Bodies (Bodies Discouraging)
1
2
3
4
5
influencing promotional activities
7
State the effectiveness of information provided through different media in your
prescription.
7a.
Medical Representative
1
2
3
4
5
7b.
Medical Journals
1
2
3
4
5
7c.
Clinical papers
1
2
3
4
5
7d.
Television/ Electronic Media
1
2
3
4
5
7e.
Internet
1
2
3
4
5
7f.
Hoarding.
1
2
3
4
5
7g.
Specific Seminars held by companies
1
2
3
4
5
8
Pharmaceutical advertisements are important
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
factor in prescription of branded medicines.
9
Pharmaceutical advertisement influences me to
change my prescription decision from generic
medicine to Branded medicines.
10
Patient suggestion (demand) influence my
prescription decision
11
Importance of “Direct-to- Consumer
Advertisement” in promotion of medicines
ǀŝ
12
Importance of Ethical issues in Promotional
1
2
3
4
5
1
2
3
4
5
activity adopted by companies.
13
Importance of advertising agency in Consumer
awareness about medicines
14
State the important of promotional channels used by companies and their long lasting
effect on the mind.
14a.
Medical Representative
1
2
3
4
5
14b. Clinical Paper
1
2
3
4
5
14c.
Medical Journals
1
2
3
4
5
14d. Television advertisement
1
2
3
4
5
14e.
Internet
1
2
3
4
5
14f.
Hoarding
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
Specialized promotional channels and programmes 1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
14g. Specific Seminars held by companies
15
Importance of celebrities used by companies in
brand promotion.
16
are important in the promotion of medicines
17
Importance of promotional activities adopted by
companies in the growth of consumerism
18
Importance of promotional channel used by
companies convening information to consumers
19
Importance of Regulatory Acts in your prescription
1
2
3
4
5
20
Creativity in pharmaceutical Advertisement effects
1
2
3
4
5
1
2
3
4
5
my prescription decision.
21
Frequency of Pharmaceutical advertisement are
important factor to influence my prescription
decision.
ǀŝŝ