Buyer Preference for MNC Drugs in Rural Pharmacies

Abstract

The present study aimed at understanding the buyer preference for MNC drugs in rural areas in the Erode district of Tamilnadu in India. With the advent of the information age, the knowledge of and awareness about the MNC drugs in terms of their quality has become widespread. The MNC drugs though obviously sold at a premium pricing, they do command brand equity. A sample size of 100 respondents which included the pharmacists from rural areas was selected for the study. Percentage analysis and chisquare test along with Garret ranking technique were employed to understand the rural market. The analysis of the study revealed that 51 % of the respondents prefer quality. It is also found from the analysis that 29% of the respondents prefer high quality medium price combination. There is a significant relationship between respondents' experience and level of satisfaction.