THROUGH A LIGHT ON PHARMACY AS A PART OF MALL CULTURE & THEIR ECONOMICAL VIABILITIES WITH EMPHASIS...

A PROJECT REPORT

ON

“THROUGH A LIGHT ON PHARMACY AS A PART OF MALL CULTURE

& THEIR ECONOMICAL VIABILITIES WITH EMPHASIS ON

CONSUMER PSYCHOLOGY”

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR

THE DEGREE OF

BACHELORS OF PHARMACY

UNDER THE GUIDANCE OF

PROF. MR. S. N. BHAVSAR

SUBMITTED BY

MR.KANDHARE AMIT DATTATRYA

IN THE ELECTIVE SUBJECT OF

“MARKETTING RESEARCH”

BHARATI VIDYAPEETH UNIVERSITY

POONA COLLEGE OF PHARMACY

PUNE-411038

2008 - 2009.

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CERTIFICATE

This is to certify that the work presented in the

project report entitled “Through A Light On Pharmacy As A Part Of Mall

Culture & Their Economical Viabilities With Emphasis On Consumer

Psychology ” has been performed by Mr. Kandhare Amit Dattatrya in the

elective subject of Marketing Research submitted for the partial fulfilment

of the requirement for the degree of Bachelors Of Pharmacy course in

Bharati Vidyapeeth University, Poona College Of Pharmacy, Pune, under my

guidance and to my satisfaction. This is now ready for examination.

Facilities availed from other sources have been duly acknowledged.

Date: Prof. Mr.S.N.Bhavsar

Place: Pune (Project guide)

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CERTIFICATE

This is to certify that the work presented in the

project report entitled “Through A Light On Pharmacy As A Part Of Mall

Culture & Their Economical Viabilities With Emphasis On Consumer

Psychology ” has been performed by Mr. Kandhare Amit Dattatrya in the

elective subject of Marketing Research submitted for the partial fulfilment

of the requirement for the degree of Bachelors Of Pharmacy course in

Bharati Vidyapeeth University, Poona College Of Pharmacy, Pune, under

guidance of Prof. Mr.S.N.Bhavsar .

Date: Dr.Mr.P.R.Nalvade Place: Pune Subject In charge (Market Research, Bharati Vidyapeeth University, Poona College of Pharmacy, Pune)

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ACKNOWLEDGEMENT

I take this opportunity to express my profound

gratitude towards our principal of Poona College of Pharmacy “DR K.R.

MAHADIK” for providing inspiration, patronizing affectionate guidance and

moral support during my graduation. My sincere regards to vice principal

“Dr.SUNIL DHANESHWAR” for his active support and making facilities

available for my project work and for their constant encouragement

regarding completion of work.

I express my gratefulness towards my guide

“Mr.S.N.BHAVSAR, Dr.Mr.P.R.NALVADE” who’s excellent guidance and

dedicated efforts made me think upon and understand a number of

problems and solve them sincerely, his keen interest and encouragement

serves as a constant support and inspiration during the course of the entire

project.

Last but not the least I would like to thank my

Family and Friends, for their unconditional support and guidance towards

the completion.

Mr.KANDHARE A.D.

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INDEX

CHAPTER.NO. CONTENTS PAGE NO.

1. Exclusive synopsis 5

2. Introduction To Market Research Process 6

3. Operational Aspect of Market Research 12

4. General Introduction to Drug Store Outlets 13

5. Infrastructure of Mall Pharmacy Drug Store 16

6. Store Choice Behaviour of Indian Shoppers 18

7. Customer Care 20

8. Various Discounts Offered By Mall Pharmacy 22

9. Merits & Demerits of Mall Pharmacy 24

10. Questionnaire

27

11. Analysis of Data 50

12. Conclusion 52

13. Bibliography 53

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EXCLUSIVE SYNOPSIS

Title of project: “Through a light on pharmacy as a part of Mall culture &

their economical viabilities with emphasis on consumer psychology.”

Objective of project:

1. To understand the psychology of the consumer towards Mall

pharmacy drug stores.

2. To understand the Viability of the consumer in Mall pharmacy.

3. To study the storage structure & pricing structure of medicine in

mall pharmacy.

Scope of project:

1. To analyse the service provided by the mall pharmacy dug store.

2. To analyse the existence market of the Medicines in mall pharmacy

drug store.

3. To assess potential for launching of a new drug in mall pharmacy

structure.

4. To analyse the competition of the product in mall pharmacy drug

store.

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INTRODUCTION TO MARKET RESEARCH PROCESS

Market research involves systemic design, collection,

analysis and reporting of data and findings relevant to a specific marketing

situation facing the company.

A sound marketing research process involves defining the

research objectives, developing the research plan, collecting the

information, analysing the information, presenting the findings and making

the decision.

TYPE OF MARKET RESEARCH:

Market research technique comes in many forms, including:

1. Testing market:

A small scale product launch used to determine the likely

acceptance of product when it is introduced into wide market.

2. Buyer decision processes research:

To determine what motivates people to buy and what decision

making process they use.

3. Concept testing:

To test the acceptance of a concept by target consumers.

4. Demand estimation:

To determine the app. level of demand for the product

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5. Segmentation research:

To determine the demographic, psychographic, and

behavioural characteristics of potential buyers.

6. Advertising research:

Used to predict the copy testing or track the efficacy of

advertisements for any medium, measured by the ad’s ability to get

attention communicate the message, build the brand’s image and motivate

the consumer to purchase the product or service.

7. Distribution channel audits:

To assess distributor’s and retailer’s attitude4s toward a

product, brand, or company.

8. Store audit:

To measure the sales of a product of product line at a

statistically selected store sample in order to determine market share, or to

determine whether a detail store provides adequate service.

9. Positioning research:

How does the target market see the brand relative to

competitors? what does the brand stand for?

10. Brand equity research:

How favourably do consumers view the brand?

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11. Brand name testing:

What do consumers feel about the names of the products?

12. Price elasticity testing:

To determine how sensitive customers are to price changes.

13. Customer satisfaction studies:

Exit interviews or surveys that determine a customer’s level

of satisfaction with the quality of the transaction.

14. Sales forecasting:

To determine the expected level of sales given the level of

demand. With respect to other factors like advertising expenditure, sales

promotion.

Steps involved in market research process

Defining the Problem & Research Objectives

Collecting the Information

Developing the Research Plan

Analysing the Information

Presenting the Findings

Making the Decision

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1. Defining the Problem & Research Objectives:

The first step in research calls for defining the problem

carefully and setting research objectives. This gives the research a direction

and meaning. It may also help in reducing expenditure by getting only the

required information & preventing excess unwanted data load for analysis.

2. Developing the Research Plan:

Marketing research calls for developing the most efficient plan

for gathering the needed information.

- Field survey: collection of primary data from doctors, chemist, patients

- Exploratory Research: search for secondary data

Type of Research Design

Survey of Expert opinion

Statistical method Like conjoint analysis

Descriptive

Research

Conclusive Research

Search for Secondary data

Research Design

Case study

method

Exploratory Research

Experimental

design

Multiple

cases

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3. Data Sources:

Data can be of two types: Primary data & Secondary data i. Primary data:

a. Research instrument: - Questionnaires for doctor - Questionnaires for chemist - Questionnaires for patient

b. Contact method: - Mail - Telephone - Personnel interviews ii. Secondary data:

a. Books & magazines like - Government publication: Reserve bank of India, National sample survey

- Non government publication: ORG marg, pathfinders - International publication: International trade centre

b. Internet sources

Sample size: - Total number of doctors: 9 - Total number of chemist: 22 Break up of chemist: - Total number of consumer: 25 Break up of consumer:

Category Number of chemist

Chemist in Mall pharmacy 10

Chemist in retail drug store 12

Age Number of consumer

20-55 17 Above 55 8

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4. Research Approaches:

Deciding the correct research approach is essential in a

successful market research. The survey research model was chosen in this

case, as the type of research was descriptive. Survey research is best suited

for this type. It includes:

Observational Research Focus group Research Survey Research Behavioural data Experimental Research

5. Collecting the Information:

The data collection was done based on the above plan. The

selected doctors, chemists and consumer visits helped to get the required

information. The data collected from consumer was arranged properly

before analyzing.

6. Analysing the Data:

The information gathered is tabulated, organized and with

help of sound statistical techniques, and analyzed with great care.

Limitation of study:

1. It can’t be assure that data has high degree of precision & accuracy.

2. The information collected is dependent on attitude, preference &

perception of chemist & consumer. Hence, this opinion can’t be assumed to

be as bias.

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OPERATIONAL ASPECT OF MARKET RESEARCH

A list of questions that can be answered through market research :

Which needs of the consumer are important? Are these needs being met by mall pharmacy drug store?

What is the consumer opinion about the mall pharmacy drug store? What are service that provided by the mall pharmacy dug store? How the competition of the product occurs in mall pharmacy drug

store?

MARKET

RESEARCH

Location

Analysis

Report

Marketing

Plans

Research

Analysis

Report

Identify

Trends

SWOT

Analysis

Report

Competitive

Analysis

Target

Market

Analysis

Domestic/

International

Competitors

Price

Analysis

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GENERAL INTRODUCTION TO DRUG STORE OUTLETS

There are various types of drug store outlets.

Traditionally India had only retail stores few years back but according to

the latest trends India is a following the mall cultures. Basically there are

various types of drug store outlets and those are as follows:

Hospital pharmacy Retail stores pharmacy Mall pharmacy Guardian pharmacy Township pharmacy

Hospital Pharmacies :

They catered mainly to the requirements of patients admitted

in the hospital. They were housed in the hospital building and dispense a

lim. number of medicines. The average size of such stores is 150-200 sq. ft

Retail Stores/Standalone stores:

The second category of stores, near the residential areas,

provides the benefits of proximity to consumers. Some of these stores

offered home delivery. The target customers of the store were the

educated middle and upper class households

Malls/Shop-in-shops :

The biggest advantage, most retailers’ say, of having in-store

outlets at supermarkets or departmental stores is the fact that popularity

of either brand rubs off on the other.

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For e.g.

1. MedPlus Health Services: Hyderabad based pharmacy chain,

MedPlus was launched in 2006 currently operates more than 500

stores in Andhra Pradesh, Maharashtra, Karnataka, TamilNadu, etc.

2. Tulsi: Tulsi is a pharmacy retail chain of Future Group. Most of the

Tulsi outlets are located in Big Bazar. Future Group currently has over

35 Tulsi outlets across the country.

3. Subhiksha: The branding strategy for this retail store was low-cost

and no-frills, i.e., a reliable and trustworthy store that has the lowest

prices. It focused on building long-term relationships with its

customers by giving them a lifetime of value and savings.

Townships:

Many pharmacy chains are planning to set up their pharmacy

chain in townships. Apollo is planning to set up Medicity near Pune. Apollo

has signed an agreement with Hindustan Construction Co. (HCC) to set up

the medicity inside the upcoming project named Lavasa near Pune.

The organized pharmacy retail market is dominated by big

industrial houses like Ranbaxy's (Fortis), Pantaloon (Tulsi), Reliance Retail's

(Reliance Health and Pharma) and Subhiksha as well as health care players

like Apollo Hospitals Group's (Apollo Pharmacy), Zydus Cadilla's (Dial for

Health), Sagar Drugs & Pharmaceuticals' (Planet Health), ), Guardian

Lifecare's (Guardian Pharmacy),Religare(Genuine medicine),etc.

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Modes of Operation:

1. Company Managed Stores - Company owned pharmacy outlets

are owned and manage by company itself. Major pharmacy

chains in India like Fortis, Apollo, Alchemist, Subhiksha and

Dial for Health have their own pharmacy chains.

2. Franchisee - Medicine Shoppe, MedPlus, Medicine Shoppe

operates through the model of franchisee stores in India.

GENUINE DRUGS:

1. These stores dispense genuine drugs that are branded and

reliable.

2. Customers have absolutely no chance being deceived, like in

many retails outlets where the pharmacist dispense a

substitute to prescribed drug of local brand and says “both are

same drugs”.

3. These stores do not dispense expired drugs while the retail

stores sometimes do.

4. Packaging having minor defects (deformed bottles, minor

broken blister pack, etc.) is kept as rejected goods in mall

pharmacy and is not dispensed, while these defects do not

matter in many retail outlets.

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INFRASTRUCTURE OF MALL PHARMACY DRUG STORE

Retail pharmacies are waiting to take off. The potential is

huge and the scenario is similar to what happened in traditional retail.

Nobody thought that people would want to go and buy everything from

one place like Big Bazaar, Pantaloons and Shoppers Stop.

Similarly, things are slowly changing in the pharma retail

space. Today, retail chains like Apollo, have an all-India presence through

300 odd outlets. The growth rates of other chains like Medicine Shoppe,

and Guardian Pharmacy, Religare (Genuine medicine) chain are

phenomenal as they are adding three-four outlets every month.

There is clearly a consumer-driven requirement for

pharmacy chains. Consumers want to ensure that the medicines that they

buy are not fake or spurious. In addition to counterfeiting, it is also the

location that is an important issue. Traditionally, chemists or pharmacists

have adopted a neighbourhood centric model, where consumers typically

go and get medicines from the same neighbourhood shop. Hence,

convenience of location will be an important success factor for retail

pharmacy chains.

Other factors, such as good bargains, discounts,

ensuring the quality of medicines and avoiding retail substitution will also

ensure the growth of retail chains. All India Chemists and Druggists

Organization (AICDO), which for decades has been fighting to protect their

business interests, by registering itself as a company.

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The pharmacy trade in the country generates an

estimated business of Rs. 32,000 crore, apart from about Rs. 18,000 added

by hospital pharmacies and exports. Almost all the chemists beside selling

allopathic medicines also offer OTC and alternate medicines, surgicals,

rehabilitation aids and body care products like soaps, tooth pastes, hair

oils, shampoos, cleansing lotions and neutraceuticals, among others, for

sale which according to rough estimates generate an additional turnover of

about Rs. 15,000 crore.

Apollo is ramping up its present network of over 120

pharmacies to 1,000 pharmacies by 2009. Fortis, healthcare services arm of

the pharma giant Ranbaxy Group, which has set aside Rs. 800 crore will roll

out 1,000 pharmacies in 400 towns, within a couple of years. 250 of these

will go on stream during the current year, itself.

Ambani brothers are also now entering in the

pharmacy business. While, Anil Ambani owned Reliance Health Venture has

set aside Rs. 1,200 crore for investment in pharma retailing, elder brother

Mukesh Ambani is on the verge of buying a generic drug manufacturing

company to meet the requirement of pharmacies to be set up within

Reliance Retail outlets.

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STORE CHOICE BEHAVIOUR OF INDIAN SHOPPERS

Store Choice and customer support has been widely studied

across the world. There is still a vast scope for work as the retailing

environment has been changing rapidly leading to changed shopper

expectations for choice set of stores.

The present project is an attempt to understand the store

choice behaviour of the shoppers. It was found few studies in India which

are in the public domain. The primary motivation behind this study was to

identify major drivers behind choice of stores for various shopping needs as

exhibited by a typical Indian consumer today.

1. The primary reasons for choosing a store are convenience and Trade of

product. Store surrounding being other reasons.

2. The shoppers would like to minimize the effort of shopping by reducing

either the travel time or the time spent in the shop.

3. Men give more prominence to nearness in time. Women tend to trade

this off with merchandise offered by the store. They also are more regular

buyers of the store.

4. Facilities are more important is cases where the shopper spends more

time within the store.

5. Brand spread in the product is attached more important in stores that

stores the preferred brand but also gave an opportunity to look at other

brands.

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Literature Review on Store Choice:

Store choice is classified in literature as primarily as an

awareness process. Store choice behaviour of the shoppers has been found

to be similar to brand choice. The only difference being the importance of

the spatial dimension.

A store is chosen based on the self-confidence that the

customer has regarding the store about the nature and quality of product

and service he would receive.

Store choice to be also dependent on socio-economic

background of consumers, their personality and past purchase experience.

Elderly customers behave differently from younger ones in terms of the

type of there treatment by pharmacist.

Store choice is a dynamic decision and can be

conceptualized as a problem of deciding when and where to shop. The first

decision is the traditional store location choice problem. The second is the

shopping trip incidence problem relating to the timing of shopping trips.

The two decision processes are correlated.

The choice of a store is affected by the brand being

bought as well as the personal values that the shopper protect hence; a

shopper with high personal gratification value would attach more

importance to store status than a self-reliant intellectual type shopper.

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CUSTOMER CARE

Patient counselling:

Speaking of Professional Expertise, there is a lot

that is contributed by a Doctor or a Healthcare Professional.

Counselling is not just an act but also an art that needs to be

trained for and practiced well. Patients suffering from various

chronic diseases are always looking for moral support.

Most of them being senior citizens, who are living

alone, and are just looking for someone who would listen to them,

comfort them, bring them out of their depression. Make them

believe, that they are not dependant or helpless.

Counselling is method of regenerating confidence,

hope and contributing towards the well being of an individual.

There are registered pharmacists available/appointed in the mall

pharmacy to assist the customer.

They counsel patient regarding dosage and timing.

They teach patient to take dugs on time and make aware of side

effect of the missed dose or administer of drugs without schedule.

They also inform patient about the contraindications i.e. some

drugs are contraindicated with either other drugs or some type of

foods like bitter food or food products containing tyramine etc

They also guide patient regarding the missed dose.

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They guide illiterate person regarding the special precautions to be

taken during the dosage and the note written on the bottles

(example: shake well before use, keep away from light/direct

sunlight etc.)

They are polite and concerned regarding the wellbeing of the

patients.

They also providing various discounts for employees who are works

in various organisations like TATA motors employees, government

employees.

There are many facilities for storage of data like Patient Medication

Record (PMR), Drug storage record, etc.

They also provide the home delivery services for the customer.

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VARIOUS DISCOUNTS OFFERED BY MALL PHARMACY

Roll & Win:

On purchase of Rs.500/- worth of products you get a

chance to roll a dice, your dicopunr percentage will be number

displayed on the dice. You get further discounts on multiple

purchase of Rs. 500. i.e. if you buy for Rs. 1000 you get to roll the

dice twice

Scratch & Win:

On [purchase of above Rs. 299, scratch and win

assured discounts

Cross promos and discounts:

Discounts as large as 25% on Ayur, J & J products.

Lucky draw:

All our grand openings make you lucky! You just need

to purchase worth Rs. 150 and fill a lucky draw coupon and you

could be the proud owner of any thing from a mobile phone to a

DVD player. Lucky draws are usually announced at the end of the

month.

Highest purchaser program:

Highest purchaser of the day gets a special surprise

gift from us.

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Value added cards:

Buy for Rs. 100 or more and get stamped on your

value added card. You get Rs. 50 off on your purchase as soon as

you get your fifth stamp. The validity for the same is 3 months.

Buy one, get one free:

For purchase of Rs. 799 and above at vision Shoppe

(link to vision Shoppe) buy one, get one free.

SBI tie up:

Medicine Shoppe customers who use their SBI debit

card get 5% flat cash discount on purchase.

Lots more:

Diwali benefits, Holiday Hungamas, Winter

Dhamaka, Summer Bonanza, Monsoon Mega Dhamaka, Seasonal

Schemes and lots more!! Win a free trip to Singapore or Malaysia

or any other exciting place.

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MERITS & DEMERITS OF MALL PHARMACY

Merits of Mall pharmacy:

They supply an entire category of products in pharmacy,

surgical, disposables, anti-cancer, life saving and general healthcare

products. These stores are always well stocked and they keep a check on

stock so they do not suffer shortage of drugs.

1. These stores are manned by competent staff. A knowledgeable

pharmacist is always assisting the costumers round the clock.

2. The stores are fully computerized. The entire supply chain mechanism is

computerized hence redundancies are managed effectively.

3. The system also discloses expiry date and batch numbers for medicines.

This also helps in maintaining the records of total sale and the total stock.

Hence it helps to keep a check on stock of drugs.

4. They stock drugs according to prescribed temperature standards, thereby

retaining their quality and effectiveness on consumption. There is a U.P.S

inverter facility to maintain the power backup to avoid any inconvenience.

5. They follow the rules and regulations prescribed by Drugs & Cosmetics

Act of 1948 for pharmacy management.

6. Various kinds of discounts are there, so more customers are attracted.

These discounts are not only for selected or regular customers but all

customers enjoy the benefits.

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7. They provide free home delivery for all customers.

8. Under Mall shop system, all purchases for the branches are made by the

central office. This result in bulk buying which reduces the cost of the

product.

9. There is a considerable increase in sales because majority of branches of

Mall shop are located in important localities of the city for the convenience

of the customer.

10. The fixed price and standard quality of goods help in winning the

confidence of the customer.

11. The shortage of supplies at one branch can easily be met by transfer

from another branch having a surplus stock.

12. There is uniformity of window display and shop decoration in all the

branches of Mall shop which makes an easy identification of them.

13. In Mall shop system there is a direct contact between producer and

customer, so the middle mans profit is eliminated.

14. In Mall shop sales are made strictly on cash payment. So there is

practically no loss due to bad debts.

15. Mall shops are under the control of head office which follows uniform

policies in regard to all important matters.

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Demerits of Mall pharmacy:

1. In India infrastructure of mall pharmacy is still in under developing. Mall

pharmacy is not available everywhere like retail outlets; hence customers

cannot derive maximum benefits.

2. Only selected brands of drugs are available in mall pharmacy. As these

pharmacies are company manage outlets so they dispense drugs that are

selected by company managers.

3. Due to less awareness of people regarding mall pharmacy selling of drugs

is less.

4. In mall pharmacy drugs and cosmetics products are kept in different

places.

5. Mall shop deal in a limited range of product. So the customers do not

have a wide choice.

6. The head office of Mall shops is generally located at a far away place, so

there is generally no effective control on the staff working in its branches.

7. The owner of Mall shop can’t make personal contact with his customer &

the success of the organization depends up on the branch managers.

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QUESTIONNAIRE FOR DOCTORS Name of the doctor: Qualification: Address: Contact Number: Respected sir / madam,

I am a student of Final Year.B.Pharm from Poona College of pharmacy, Erandwane, Pune-38. As a part of my elective subject-‘Market Research’; I have been given the subject of: “Through A Light On Pharmacy As A Part Of Mall Culture & Their Economical Viabilities With Emphasis On Consumer Psychology ”

The aim of the survey is: To understand your view about Mall pharmacy Drug store. I would be extremely grateful to you, if you could spare a few minute of your valuable time to fill up this questions

1. Would you like that your patient purchases the medicines from retail drug store or from Mall pharmacy drug store? Retail Drug Store Mall Pharmacy Drug Store 2. Will you come across any incident that pharmacists are ask to change the medicines that you have prescribe? Yes No 3. Do you feel that status of mall pharmacy is satisfactory or they require any improvement? Satisfactory Require improvement If any modification required then please suggest:

-- Thanks you for sharing your views & giving us your valuable time --

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QUESTIONNAIRE FOR CHEMIST

Name of the Shop: Name of the owner: Address: Contact Number: Respected sir / madam,



1. The OTC drugs are easily assessable on your counter to consumer? Yes No 2. Can you provide the home delivery services to your customer? Yes No 3. What type of action you will take during the shortage of any medicines in your drugs store? 4. Will you accept any medicines that are return by customer due to some problems? Yes No If No, any difficulty in it:

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5. Are there is any scheme or benefits offered on the punches of medicine? Yes No If yes, then please specify: 6. Are there is any scheme or offered for the senior citizens? Yes No If yes, then please specify:

7. Do you sale any goods or material other than medicine or drug? 8. Are there is any facility for data storage of Patient Medication Record? 9. Will you give proper counselling to the customer about administration of medicines? Yes No 10. Do you fill that status of mall pharmacy is satisfactory or they require any improvement? Satisfactory Require improvement If any modification required then please suggest:


Sr. no.

Product (brands)

Company % margin scheme

1.

2. 3.

4. 5.

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Sr. no.

Product (brands)


1.

2. 3.

4. 5.

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Sr. no.

Product (brands)


1.

2. 3.

4. 5.

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Sr. no.

Product (brands)


1.

2. 3.

4. 5.

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Sr. no.

Product (brands)


1.

2. 3.

4. 5.

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QUESTIONNAIRE FOR CONSUMER

Name of the consumer: Address: Contact Number: Respected sir / madam,



1. From where you will like to purchase your medicine from retail drug store or Mall pharmacy drug store? If retail drug store, then why:

If Mall pharmacy drug store, then why:

2. Would you get the all your required medicines form Mall pharmacy drug store? Yes No

3. From which drug store chemist you will get more respect? Retail drug store Mall pharmacy drug store

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4. Will you get any special service from mall pharmacy drug store? Yes No If yes then, please specify:

5. Are you face any incident or problem during the retuning of medicines in mall pharmacy drug store? Yes No If yes then, please specify:

6. During the purchase of drug, will you get proper counselling about administration of medicines in Mall pharmacy drug store? Yes No

7. Do you fill that status of mall pharmacy is satisfactory or they require any improvement? Satisfactory Require improvement If any modification required then please suggest:

8. What you feel about the Pharma sector related to the sale of drug is:

Profit oriented service oriented

9. As per the service provided by the Mall pharmacist, can you please rate

them as per the following scale:

Best Poor

Better Bad

Good Worst


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Best Poor

Better Bad

Good Worst


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- 45 -









Best Poor

Better Bad

Good Worst


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- 47 -









Best Poor

Better Bad

Good Worst


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Best Poor

Better Bad

Good Worst


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ANALYSIS OF DATA

0

1

2

3

4

5

6

7

8

9

NU

MB

ER O

F D

OCT

OR

S

-

DOCTOR RESPOND

ANALYSIS OF DOCTORS QUESTIONNAIRE

NON RESPONDEDRESPONDEDTOTAL

0

5

10

15

20

25

NU

MB

ER O

F CH

EMIS

T

-

CHEMIST RESPOND

ANALYSIS OF CHEMIST QUESTIONNAIRE

PHARMACIEST INRETAIL DRUG STOREMALL PHARMACIEST

TOTAL NOT RESPONDEDRESPONDED

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0

5

10

15

20

25N

UM

BER

OF

CON

SUM

ERS

.

CONSUMERS RESPOND

ANALYSIS OF CONSUMER QUESTIONNAIRE

AGE ABOVE 55

AGE : 20 - 55

TOTAL RESPONDED NON RESPONDED

MALL PHARMACY

RETAIL DRUG STORE

Age : 20 - 55

(40%)

Age : 20 - 55

(28%)

Age above 55

(12%)

Age above 55

(20%)

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CONCLUSION

Title of project : “Through a light on pharmacy as a part of Mall culture &

their economical viabilities with emphasis on consumer psychology.”

Observation :

It was found that most of the consumer/customer

likely to by or purchase their medicines from retail drug store than mall

pharmacy drug store; although the mall pharmacy provides many facilities

to consumer .

Conclusion :

A broad conclusion about store choice

behaviour among consumers indicates that image and perceptions

along with individual characteristics have significant impact on the

final outcome.

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BIBLIOGRAPHY

Reference Books:

1. “How to do Market Research” by Hague & Johnson

2. “Handbook of Market Research technique” by Buin & Hague

Websides:

1. www.google.com

2. www.wikipedia.com

3. www.patient.uk.com

4. www.aitavista.com

5. www.pharmahelpline.com

THROUGH A LIGHT ON PHARMACY AS A PART OF MALL CULTURE & THEIR ECONOMICAL VIABILITIES WITH EMPHASIS...

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