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Ramaiah, Sudha
- Insights for Pharmaceutical Manufacturers on New Age Women: Influence of Media on Purchase and Usage of Medication in India
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Authors
B. Akshaya
1,
Sudha Ramaiah
2
Affiliations
1 Computer Science and Engineering with Bio Informatics, School of Computing Sciences, IN
2 Medical and Biological Computing Laboratory, School of Biosciences and Technology, Vellore Institute of Technology, Vellore, IN
1 Computer Science and Engineering with Bio Informatics, School of Computing Sciences, IN
2 Medical and Biological Computing Laboratory, School of Biosciences and Technology, Vellore Institute of Technology, Vellore, IN
Source
Indian Journal of Public Health Research & Development, Vol 10, No 11 (2019), Pagination: 1-4Abstract
Media is considered to be an important factor which may influence purchase behaviour. But for medicines bought without prescription of doctors there might be some other factors which the pharmaceutical companies need to probe in .This study envisage about the relationship between Media influence, Personal Reasons, Marketing factors with Brand Experience. Around 236 questionnaires were distributed to women in and around Tamilnadu in the medical shops. The findings of the study show the best relationship by applying multiple regression analysis by using Statistical Package for Social Science SPSS (21.0). The results shows that the brand experience of Indian women (between 18 to 53 years) is not related with respect to media and marketing factors but they are significant with respect to personal reasons alone. This research shall favour the pharmaceutical marketers to understand about the brand experience of Indian women.Keywords
Pharmaceutical Medicines, Brand Experience, Personal Reasons, Indian Women, Media Influence, Marketing Factors.
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