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

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.

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

Developing the Research Plan

Collecting the Information

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

Research Design

Exploratory Research Conclusive Research

Search for Survey of Case study Descriptive Experimental
Secondary data Expert opinion method Research design

Statistical method Multiple
Like conjoint analysis 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:

Category Number of chemist
Chemist in Mall pharmacy 10
Chemist in retail drug store 12

- Total number of consumer: 25
Break up of consumer:

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

Location
Analysis
Price Report Marketing
Analysis Plans

Domestic/ Research
International Analysis
Competitors
MARKET
Report
RESEARCH

Target
Identify
Market
Analysis Trends

SWOT
Competitive
Analysis
Analysis Report

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?

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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 Profes sional.
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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Name of the doctor:

Qualification:

Address:

Contact Number:




Yes No

any improvement?


- 28 -

Name of the doctor:

Qualification:

Address:

Contact Number:




Yes No

any improvement?


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QUESTIONNAIRE FOR CHEMIST

Name of the Shop:

Name of the owner:

Address:

Contact Number:



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
Sr. Product Company % margin scheme
no. (brands)
1.
2.
3.
4.
5.

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?


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Name of the Shop:

Name of the owner:

Address:

Contact Number:



Yes No

Yes No

your drugs store?

problems?
Yes No

- 32 -

Yes No

Yes No
no. (brands)
1.
2.
3.
4.
5.



medicines?
Yes No

any improvement?


- 33 -


Name of the Shop:

Name of the owner:

Address:

Contact Number:



Yes No

Yes No

your drugs store?

problems?
Yes No

- 34 -

Yes No

Yes No
no. (brands)
1.
2.
3.
4.
5.



medicines?
Yes No

any improvement?


- 35 -


Name of the Shop:

Name of the owner:

Address:

Contact Number:



Yes No

Yes No

your drugs store?

problems?
Yes No

- 36 -

Yes No

Yes No
no. (brands)
1.
2.
3.
4.
5.



medicines?
Yes No

any improvement?


- 37 -


Name of the Shop:

Name of the owner:

Address:

Contact Number:



Yes No

Yes No

your drugs store?

problems?
Yes No

- 38 -

Yes No

Yes No
no. (brands)
1.
2.
3.
4.
5.



medicines?
Yes No

any improvement?


- 39 -

QUESTIONNAIRE FOR CONSUMER
Name of the consumer:

Address:

Contact Number:




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

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?

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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Address:

Contact Number:






store?
Yes No


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Yes No

Yes No

Yes No

improvement?



Best Poor

Better Bad

Good Worst


- 43 -


Address:

Contact Number:






store?
Yes No


- 44 -

Yes No

Yes No

Yes No

improvement?



Best Poor

Better Bad

Good Worst


- 45 -


Address:

Contact Number:






store?
Yes No


- 46 -

Yes No

Yes No

Yes No

improvement?



Best Poor

Better Bad

Good Worst


- 47 -


Address:

Contact Number:






store?
Yes No


- 48 -

Yes No

Yes No

Yes No

improvement?



Best Poor

Better Bad

Good Worst


- 49 -

ANALYSIS OF DATA

ANALYSIS OF DOCTORS QUESTIONNAIRE

9
8
NUMBER OF DOCTORS

7
6
5
4
3
2
1
0
-
TOTAL RESPONDED NON RESPONDED

DOCTOR RESPOND

ANALYSIS OF CHEMIST QUESTIONNAIRE

25
NUMBER OF CHEMIST

20
PHARMACIEST IN
RETAIL DRUG STORE
15 MALL PHARMACIEST

10

5

0
TOTAL
- RESPONDED NOT RESPONDED

CHEMIST RESPOND

- 50 -

ANALYSIS OF CONSUMER QUESTIONNAIRE

25
AGE ABOVE 55
AGE : 20 - 55
NUMBER OF CONSUMERS
20

15

10

5

0
TOTAL
. RESPONDED NON RESPONDED

CONSUMERS RESPOND

MALL PHARMACY
RETAIL DRUG STORE

Age above 55
(20%)
Age : 20 - 55
(28%)

Age : 20 - 55 Age above 55
(40%) (12%)

- 51 -

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.

- 52 -

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

- 53 -

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

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