Authors

1. Mr. Abhishek Dadhich

Affiliation

• Research Scholar, Rajasthan Technical University, Kota, Rajasthan

Abstract

The study intends to explore the chemist attitude and perception towards brand OTC medicine
marketing strategies performed by the major pharmaceutical companies in Rajasthan. It also aims to
study the impact of marketing mix factors on chemists’ perception and attitude. The research is
descriptive in nature and based on primary data collected via structured questionnaire, floated
among chemist in Rajasthan. The study was conducted in period of July to November 2017. Totally
174 chemists participated on a random basis. The dependent variables like chemist perception and
attitude and independent variables like product, price, place, and promotion with product labelling
are considered in the research study. It is observed in the study that OTC product labelling has
positive impact on chemist attitude in compare to other variables whereas OTC marketing mix
elements like place and promotion have positive impact on chemists’ perception. These marketing
mix elements should be considered in marketing strategies plan by the pharmaceutical companies to
create a successful brand in the OTC marketplace.

Keywords

Over-The-Counter (OTC) Medicine, Pharmaceutical Marketing, Chemists’ Perception, Chemists’ Attitude

References

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