Vol. 10, Special Issue 10 (2021)

Author(s):
Arunkumar R, Venkatesa Palanichamy N, Rohini A and Nirmala Devi M

Abstract:
India is popularly called as the “Pharmacy of the World” since it exports many different medicines to other parts of the world. But it is facing a problem of higher per capita medical expenditure due to expensive branded medicines in the market. Hence, to reduce the medical expenditure of individuals, the government came out with the concept of providing generic medicines, which is similar to the branded medicines, to the general public at a lower price through the Jan Aushadhi Kendra under the Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP) scheme. This paper focused on the significant factors influencing the purchasing of generic medicines from Jan Aushadhi medical stores. It revealed cost and quality, promotional activities, customer awareness, and customer psychology and availability of required medicines in Jan Aushadhi medical stores were the key factors influencing customers buying behaviour.