Factors Influencing Consumer Behavior towards Generic Medicines: A Comparative Study of Rural and Urban Bhandara

Abstract

With the comparative study of the rural and urban areas in Bhandara district, the paper isolates the factor which prompts the consumer to consume generic drugs. The prime determinants of the research are availability, cost, the doctor prescription, brand perception and the awareness. The consumers of the two regions were presented with a structured questionnaire on the premise of a Likert scale as a source of collecting primary data. The statistical tools analysed differences between purchasing patterns and preferences. The findings indicate cost-efficacy and availability to be imperative determinants of generic drugs use in the consumer market, and the doctor prescribing is the most important component of building trust. Additionally, the awareness and the brand perception and purchase behavior of the rural and urban consumers were also different to the extent that they were very diverse. This investigation reveals that better policies in use of generic medicine should encompass an improvement in the level of awareness and policy of distribution. The results have high utility to policy makers and medical practitioners to enhance the affordable healthcare initiatives.