PERCEIVED QUALITY FACTOR INFLUENCING CONSUMER BEHAVIOR REGARDING MEDICINES FROM GENERIC MEDICAL STORE (KEY IJP************867)

• Dr. Abhishek Kumar

Abstract

Generic medicines provide an affordable alternative for the treatment of chronic diseases, resulting in a higher consumption of generic medicines in rural areas. The use of generic medicines, compared to their branded counterparts, has the potential to substantially reduce out-of-pocket expenditure on drugs for patients with chronic diseases. The perceived quality and effectiveness of generic medicines can significantly influence consumer behavior towards them. Consumers may be hesitant to use generic medicines if they perceive them to be of lower quality or less effective than branded medicines. The research would help to better understand the various frameworks that have surfaced in consumer behaviour ecosystem.Keywords: Generic Medicines, Consumer Behavior, Perceived Quality.