Page 83 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Insights into the Perceptions of Medical Practitioners & Pharmacists with Reference to

Selected Pharma Companies in Sangli District

Seema Desai*, Shakil Mulla** and Swati Patil**

* Associate Professor, Department of Management Studies, Rajarambapu Institute of Technology, Islampur,

Maharashtra, India (E-mail: seema.desai@ritindia.edu)
**Assistant Professor, Department of Management Studies, Rajarambapu Institute of Technology, Islampur,

Maharashtra, India (E-mail: shakil.mulla@ritindia.edu)
***Assistant Professor, Department of Management Studies, Rajarambapu Institute of Technology, Islampur,

Maharashtra, India (E-mail: swatim.patil@ritindia.edu)

Abstract:
Indian Pharma has ingrained the potential to emerge as the world's foremost and fast-growing pharmacological
market as well as an integral part of the global drug development, manufacturing and supply chain. India's

potential to emerge as a preferred hub in the global pharmaceutical market. According to Dr. G. Munjal, editor-

in-chief, Pharma Buzz, the Indian pharmaceutical industry, which is us $10 billion business, it is increasing at
a faster pace in recent years. The industry has shown tremendous growth of 10% in 2007-08. On the other

hand, the industry is mounting intensely in the domestic market as well. As per the industry reports for 2008,
th
India now ranks as the 4 largest procedure of drugs in the world, which is accounting 8% of words production
by size and 1.5% by value. The Indian pharmaceutical is characterizing by the twin benefit of strong domestic

consumption growth and robust export opportunities with an overall sale of INR 56,000cr in the year 2008-
09.

We have observed that medicines are usually purchased with the prescription from the Doctor or a medical
practitioner, they are not purchased as per the choice or preference of an individual as per purchasing is done

for consumer goods. Consumers must follow the recommended prescription by the doctor, here he has no
choice to choose the drugs he wants. Here we can say that the customer’s perception towards drugs is vibrant

in nature. It is found that when the relationship between the consumers and the organization starts developing,
the consumers’ perception towards the company and its products and services also will change as per his

understanding and knowledge about the company’s products. The prescription of physicians and co-ordination

of the druggists is the only means for the pharma firms to exist in the marketplace. The intermediaries, so
called druggists perception towards firm matters a lot and as we know that positive acuity leads to positive

proceedings.