( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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IMPACT OF ADVERTISING ON CUSTOMER PURCHASE BEHAVIOUR IN PHARMACEUTICALS

    1 Author(s):  RAM DHEERAJ

Vol -  5, Issue- 10 ,         Page(s) : 20 - 34  (2014 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

ABSTRACT Pharmaceutical Advertising differs from other types of advertising 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. The trend towards self-medication is likely to grow as consumers are becoming familiar with OTC drugs, due to extensive advertising by companies. There are various promotional tools and communication media used by companies to influence the doctor’s prescription behavior. This study focuses on impact of advertisement on the physicians prescribing behavior. 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. A structured questionnaire was prepared by interaction with doctors identify important variables influencing drug advertising effectiveness. This study was conducted on 150 respondents who are doctors and 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. The advertisement of drug was found to be persuasive.

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