To study the inefficiency of pharmaceutical retail sector in India to suggest remedies for improvement

Abstract

As a part of our CCS project, we intend to understand the reason behind the low contribution of the pharmaceutical sector to the organised retail market. For this study, we will try to understand consumer purchase behaviour, factors affecting the purchase, and the reason for their preference towards any particular store in terms of pharmaceutical retail. This study will be followed by recommendations for the preferred store so as to provide value-added services for increased repeat purchase and hence customer loyalty. The report concludes with recommendations to the organised chain stores for increasing services so as to gain from the high market potential of this market.