Brand Preference Ofr Cefoperazone and Sulbactum in Mumbai
CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION
Macleods Pharmaceuticals Ltd. is a vertically integrated global pharmaceutical company. Foundation of Macleods was laid by visionary and enterprising individual, Dr. Rajendra Agarwal in 1986, when he ventured on his own to create a history in the Indian Pharmaceutical Industry by choosing Anti-TB as a focused area of operation and went on to make Macleods as one of the major global supplier of entire first line and second line Anti-TB drugs
Acuphar division of Macleods Pharmaceuticals deals with the parenteral range of the company which include the majority of Anti-Biotic (First line and second line), NSAIDS, and Dry syrup formulations.
Brand Preference is Measure of brand loyalty in which a consumer will choose a particular brand in presence of competing brands, but will accept substitutes if that brand is not available, Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers and potential customers. Higher brand preference usually indicates more revenues (sales) and profit, also making it an indicator of company financial performance.
The objective of the study is to find out the Brand preference among the doctors of Mumbai for the combination of Cefoperazone+Sulbactum in Parenteral form.
In this study, survey based research is done. Qualitative data collection is done. The data is collected through primary research, that is, through questionnaires. The target population is the Doctors practicing in Government Hospitals, Private Clinic, and Polyclinics A sample size of 120 Doctors is taken. Purposive sampling is done. The data is analysed and then the brand preference is determined for the combination of Cefoperazone+Sulbactum in Parenteral form. The study is concluded by providing suggestions to Macleods Pharmaceuticals ltd. for improving the Brand preference of Doctors towards Zonamax injection.
INTRODUCTION
1.1 INTRODUCTION
Macleods Pharmaceuticals Ltd. is a vertically integrated global pharmaceutical company. Foundation of Macleods was laid by visionary and enterprising individual, Dr. Rajendra Agarwal in 1986, when he ventured on his own to create a history in the Indian Pharmaceutical Industry by choosing Anti-TB as a focused area of operation and went on to make Macleods as one of the major global supplier of entire first line and second line Anti-TB drugs
Acuphar division of Macleods Pharmaceuticals deals with the parenteral range of the company which include the majority of Anti-Biotic (First line and second line), NSAIDS, and Dry syrup formulations.
Brand Preference is Measure of brand loyalty in which a consumer will choose a particular brand in presence of competing brands, but will accept substitutes if that brand is not available, Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers and potential customers. Higher brand preference usually indicates more revenues (sales) and profit, also making it an indicator of company financial performance.
The objective of the study is to find out the Brand preference among the doctors of Mumbai for the combination of Cefoperazone+Sulbactum in Parenteral form.
In this study, survey based research is done. Qualitative data collection is done. The data is collected through primary research, that is, through questionnaires. The target population is the Doctors practicing in Government Hospitals, Private Clinic, and Polyclinics A sample size of 120 Doctors is taken. Purposive sampling is done. The data is analysed and then the brand preference is determined for the combination of Cefoperazone+Sulbactum in Parenteral form. The study is concluded by providing suggestions to Macleods Pharmaceuticals ltd. for improving the Brand preference of Doctors towards Zonamax injection.
Bibliography: 13. Aaker, David A. 1991. Managing Brand Equity. New York: Free Press. 14. Kotler P, (2003)“ Marketing Management” 11 th edition , Prentice –Hall if India 15