Comparing Branded vs Generic Medicines

COMPARATIVE ANALYSIS OF BRANDED MEDICINES AND GENERIC MEDICINES
A PROJECT REPORT
SUBMITTED IN THE FULFILMENT OF THE REQUIREMENT FOR THE

AWARD OF DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)

(2019-2022)
D.A.V.COLLEGE(AFFILIATED PANJAB UNIVERSITY)COLLEGEROAD, ABOHAR (PUNJAB)-

152116
Under the guidance of:

Prof. Harvinder Kaur
(HOD Commerce Department, D.A.V. College, Abohar)
Prof. Sakshi Gidder Chhabra
(Assistant Professor Commerce Department, DAV College, Abohar)
Submitted By:
Rishabh Thakral
B.B.A. 6th Semester
Roll no.- 19044915
Project Report On A Comparative Analysis of Branded & Generic Medicine Page 1

Certificate
This is to certify that Rishabh Thakral a student of B.B.A. 6 th Semester of D.A.V College, Abohar has
undertaken the Project under my guidance for the project titled “Comparative analysis of Branded medicines
and Generic medicines.” This project report is prepared in partial fulfillment for the award of the degree of
Bachelor of Business Administration. The work included in the project is all original and done by him.
Date:
Place:
Sakshi Gidder Chhabra

(Assistant Professor
Commerce Department
D.A.V College, Abohar)

PREFACE
Bachelor of Business Administration program is one of the most reputed courses in the field of management.
This course includes both theory and some practical knowledge. This project report is the part of the
pedagogy of BBA program in D.A.V. College, Abohar under Panjab University. It gives exposure to our
practical knowledge and also interacts with various aspects of present market conditions. Each student is
require to start working on project report as soon as semester ends and complete the report till the end of
sixth semester.
The Project is designed to present a real life study on the real life situation are different from theoretical
aspect.
The project presented here is a result of my hard work. This project helps me to learn about pharmaceutical
companies.
RISHABH THAKRAL
BBA 6th Semester

Acknowledgement
The satisfaction of successful completion of any task would not be complete without the expression of
gratitude to the people who made it possible.
I am very thankful to Mrs Sakshi Giddar Chhabra (Assistant Professor of Commerce Department of D.A.V
College, Abohar) for the guidance and interest evinced throughout the preparation of the project. I also
extent my gratitude to the respondents of my survey for their kind cooperation.
RISHABH THAKRAL
B.B.A 6th Semester

CHAPTER- 1
INTRODUCTION OF THE TOPIC

COMPARATIVE ANALYSIS OF BRANDED MEDICINES AND GENERIC MEDICINES
Pharmaceutical companies invest lots of money to research and produce drugs/medicines for patients.
Patients and healthcare providers (doctors, nurses, hospitals, nursing homes, clinics, etc.) are all dependent
on these companies for the treatment of diseases. These companies study the diseases, research, and invent
new drugs/medicines for the diseases. Drug discovery and marketing are major expenses for these
companies. The pharmaceutical companies require medical data and reports of patients for researching and
discovering new drugs. This is made easier after medical records have gone electronic and are being stored
after encryption through block chain-based applications.
They can deal in generic and/or brand medications.
They are subject to a variety of laws and regulations regarding the patenting, testing and marketing of drugs,
particularly prescription drugs.
From its beginnings at the start of the 19th Century, the pharmaceutical industry is now one of the most
profitable and influential in existence, attracting praise and controversy.
Drug discovery is the process by which drugs are discovered and/or designed.
In the past most drugs have been discovered either by identifying the active ingredient from traditional
remedies or by serendipitous discovery.
A newer approach has been to understand how disease and infection are controlled at the molecular and
physiology level and to target specific entities based on this knowledge.
New technologies and Data Management/Informatics systems are now employed to speed up this process.
Pharmaceutical companies also face trouble during the drugs sale and purchase. As medical drugs move
through various vendors in between, it becomes difficult to trace the authenticity or origin of the drug. Block
chain-based applications provide live tracing of drugs throughout its supply chain. With other technologies
like Internet of Things in use, other parameters like temperature conditions of the drugs during its delivery
can also be traced.

In contrast, a higher quality cell-based phenotypic screening method was used by pharmaceutical companies
to integrate existing components of various illnesses, for example, inflammation, digestion, metabolic, and
infectious diseases, in order to treat multiple dysfunction pathways.
Pharmaceutical companies know that consumer trust in their brand name is critical to their survival.
Negative reports in the media can threaten that trust and require proactive measures be taken any time
product is stolen that could potentially be harmful to the consumer. Actions that go beyond what is required
by law, embracing a more socially responsible attitude, and striving to do what is best for their client base
can have significantly positive long-term effects, even if such actions are expensive and time-consuming
The classic example of a company going beyond the minimum requirements when faced with recalls on a
massive scale is McNeil Consumer Products (a subsidiary of Johnson & Johnson) and their handling of the
tainted Tylenol bottles that killed seven people in the Chicago area. Many market experts thought that
Tylenol would never be sold again; however, due to the efforts of Johnson & Johnson, the company
recovered quickly and Tylenol continues to be one of the top over-the-counter drugs in the company. The
company’s handling of the crisis is considered by experts to be one of the best in the history of public

Key Players In Pharmaceutical
(Top 10 Medicine Companies)
1. Sun Pharmaceutical Industries Ltd
2. Dr. Reddy's Laboratories Ltd
3. Divi's Laboratories
4. Cipla
5. Aurobindo Pharma
6. Torrent Pharmaceutical
7. Lupin Ltd.
8. Zydus Cadila Healthcare
9. Intas pharmaceuticals Ltd.
10. Mankind Pharma

HISTORY OF TOP 10 COMPANIES
1. Sun Pharmaceutical Industries Limited
Sun Pharmaceutical Industries Limited including its subsidiaries and associates (Sun Pharma) is the fourth
largest global specialty generic company that is ranked No. 1 in India and No. 8 in the US. It is the largest
Indian pharmaceutical company in the US and among the leading Indian pharmaceutical companies in
emerging markets. The company manufactures and markets a large basket of pharmaceutical formulations
covering a broad spectrum of chronic and acute therapies. It includes generics branded generics complex or
difficult to make technology intensive products over-the-counter (OTC) products anti-retrovirals (ARVs)
Active Pharmaceutical Ingredients (APIs) and intermediates. The product portfolio of over 2000 high quality
molecules covers multiple dosage forms including tablets capsules injectables inhalers ointments creams and
liquids. The products cater to a vast range of therapeutic segments covering psychiatry anti-infectives
neurology cardiology orthopaedic diabetology gastroenterology ophthalmology nephrology urology
dermatology gynaecology respiratory oncology dental and nutritionals. The company has global presence
with 43 manufacturing facilities across the world. India and the US are two predominant markets accounting
for nearly 70% of the company's revenue. The company has a robust product pipeline and established
presence in Europe and high-growth emerging markets like Russia Romania South Africa Brazil and
Mexico. The company has entered into a joint-venture agreement with MSD (Merck) to develop and bring
differentiated branded generics to emerging markets. Sun Pharmaceutical Industries invests around 7-8% of
its global revenue each year in R&D. The R&D capabilities span the development of differentiated products
such as liposomal products inhalers lyophilized injections and nasal sprays besides controlled release dosage
forms. Sun Pharmaceutical Industries Ltd was incorporated in the year 1983.

2. Dr Reddy's Laboratories Ltd
Dr Reddy's Laboratories Ltd (DRL) is an integrated global pharmaceutical company committed to providing
affordable and innovative medicines for healthier lives. Through its three businesses - Pharmaceutical
Services &Active Ingredients Global Generics and Proprietary Products - Dr. Reddy's offers a portfolio of
products and services including Active Pharmaceutical Ingredients (APIs) custom pharmaceutical services
generics biosimilars and differentiated formulations. The company's major therapeutic areas of focus are
gastrointestinal cardiovascular diabetology oncology pain management and dermatology. Dr. Reddy's
operates in markets across the globe. Its major markets include - USA India Russia & CIS countries and
Europe.Dr Reddy's Laboratories was incorporated in the year 1984 in Hyderabad. The company was
established by Dr Anji Reddy with an initial capital outlay of Rs 25 lakh. The company made their
beginning with the manufacture of Active Pharmaceutical Ingredients and Intermediates (API) and
commenced operations with a single drug in a 60-tonne facility near Hyderabad India. In the year 1986 the
company shares were listed on the Bombay Stock Exchange. Also they entered international market with
exports of Methyldopa. In the year 1987 the company obtained first USFDA approval for Ibuprofen API. In
the year 1988 they acquired Benzex Laboratories Pvt Ltd to expand their Bulk Actives business. In the year
1990 they exported Norfloxacin and Ciprofloxacin to Europe and Far East. In the year 1991 they
commenced formulation exports to Russia.

3. Divi's Laboratories Ltd
Divi's Laboratories Ltd is an India based manufacturer of Active Pharmaceutical Ingredients (APIs) and
Intermediates. The company is engaged in manufacture of leading generic compounds Nutraceutical
ingredients and custom synthesis of APIs and intermediates for global innovator companies. Divis is among
the largest pharmaceutical companies in India with a portfolio of 120 products across diverse therapeutic
areas. The company has four manufacturing facilities and market presence across several countries. The first
facility is located at village Lingojigudem in Yadadri Bhuvana Giri District near Hyderabad (Telangana)
comprises 11 multipurpose production blocks with finished product areas for APIs. The second
manufacturing unit is an export oriented unit located at village Chippada Bheemunipatnam Mandal about 30
KM from the port city of Visakhapatnam (Andhra Pradesh) on the east coast situated on a 100-acre site. The
third facility is located at village Chippda situated on a sprawling 267-acre site and is a Special Economic
Zone (SEZ) Unit in Pharma Sector. The fourth facility is located at the company's Pharma SEZ at village
Chippada. The company has two subsidiaries M/s. Divis Laboratories (USA) Inc. in the United States of
America and M/s. Divi's Laboratories Europe AG in Switzerland for marketing its Nutra products and to
provide a greater reach to customers within these regions. The company has Research Centers at
Sanathnagar Hyderabad and at the manufacturing sites. Research Centre at Sanath nagar primarily focuses
on custom synthesis contract research for MNC companies as also future generics involving processes like
route design route selection establishing gram scale process and structural confirmation.

4. Cipla
Cipla Ltd is one of the leading pharmaceutical companies in India. The company focuses on development of
new formulations and has a wide range of pharmaceutical products. The product portfolio includes over
1500 products across wide range of therapeutic categories.Cipla Ltd was incorporated in the year 1935 with
the name Chemical Industrial & Pharmaceutical Laboratories Ltd. Khwaja Abdul Hamied the founder of
Cipla gave the company all his patent and proprietary formulas for several drugs and medicines without
charging any royalty. On August 17 1935 Cipla was registered as a public limited company with an
authorized capital of Rs 6 lakh.In the year 1941 as the Second World War cuts off drug supplies the
company starts producing fine chemicals dedicating all its facilities for the war effort. In the year 1952 the
company set up first research division for attaining self-sufficiency in technological development. In the
year 1960 they started operations at second plant at Vikhroli Mumbai producing fine chemicals with special
emphasis on natural products. In the year 1968 the company manufactured ampicillin for the first time in the
country. In the year 1972 the company started Agricultural Research Division at Bangalore for scientific
cultivation of medicinal plants. In the year 1976 they launched medicinal aerosols for asthma. In the year
1980 the company won Chemexcil Award for Excellence for exports. In the year 1982 the company started
operations in their fourth factory at Patalganga Maharashtra. In the year 1984 they developed anti-cancer
drugs vinblastine and vincristine in collaboration with the National Chemical Laboratory Pune. Also they
won Sir P C Ray Award for developing in-house technology for indigenous manufacture of a number of
basic drugs. In the year 1985 US FDA approved the company's bulk drug manufacturing facilities. In the
year 1988 they won National Award for Successful Commercialisation of Publicly Funded R&D. In the year
1991 the company launched etoposide a breakthrough in cancer chemotherapy in association with Indian
Institute of Chemical Technology.

5. Aurobindo Pharma Limited
Aurobindo Pharma Limited (APL) one of the world's top 5 manufacturers of semi synthetic penicillins was
incorporated in 26th December 1986 as a private limited company. Mr. P.V.Ramaprasad Reddy Mr.
K.Nityananda Reddy and a small highly committed group of professionals founded it. APL is developing
manufacturing and marketing active pharmaceutical ingredients (APIs also referred as bulk actives)
intermediates and generic formulations. The company's robust product portfolio is spread over 6 major
product areas encompassing (Antibiotics Anti-Retro Virals CVS CNS Gastroenterologicals and Anti-
Allergics) with around 65 APIs in the non-antibiotics and over 55 APIs in the antibiotic segment and the
World Health Organization (WHO) Geneva has also approved Aurobindo's products. APL is running with
29 manufacturing plants across the world conforming to GMP/ISO regulations and an extremely well
equipped 9 R&D facilities. Aurobindo Pharma has identified international operations also catering to over
150 countries. The Company has accelerated the DMF/ANDA filings programme in its efforts to build a
broad product portfolio for the regulated markets. Cumulatively the Company has filed a total of 337 DMFs
(Drug Master Files) of which 110 are with US FDA and 133 in Europe including with the EDQM and 102 in
other countries. This is one of the highest filings. The Company commenced its operations during the year
1988-89 with a single unit manufacturing semi synthetic penicillins (SSPs) at Pondicherry and it became a
public venture in 1992. In the same year 1992 another unit was also set up for the manufacture of CMIC
Chloride a bulk drug intermediate at Pashamylaram near Hyderabad through another company namely
Chaitanya Organics Pvt. Ltd. Later in 1994-95 it was merged with the company. The commercial production
of the pharmaceutical formulation unit was started in April of the year 1994. Aurobindo Pharma had gone
public in 1995 by listing its shares in various stock exchanges in the country.

6. Torrent Pharmaceuticals
Torrent Pharmaceuticals is one of the leading pharmaceutical companies having presence in Indian and
global markets. The company is a dominant player in the therapeutic areas of cardiovascular (CV) and
central nervous system (CNS). The company also has significant presence in Gastro-Intestinal Diabetology
Anti-Infective and Pain Management segments. The company has a modern and well-equipped state-of-the-
art R&D Centre at Bhat near Ahmedabad built with an investment of US $ 40 million.Torrent Pharma is 6th
largest pharma company in India in terms of Enterprise Value. It is ranked 8th in the Indian Pharmaceuticals
Market and is amongst the Top 5 in the therapeutics segments of Cardiovascular (CV) Central Nervous
System (CNS) Gastro-intestinal (GI) and Vitamins Minerals Nutritionals (VMN). Torrent Pharma has a
strong international presence spread across 40 countries with operations in regulated and emerging markets
like US Europe Brazil and Rest of the World. The company operates through its wholly owned subsidiaries
spread across 12 nations with major setups in Brazil Germany and US. Torrent Pharmaceuticals Ltd the
flagship company of the Torrent Group was incorporated in the year 1972. In the year 1980 their started
their first manufacturing facility at Vatva and they received their first export order in the year 1983. In the
year 1986 they started their second manufacturing plant at Chhatral. In the year 1995 Torrent Gujarat
Biotech Ltd plant was commissioned. In the year 1996 the company acquired the Pharma related
investments and business of Torrent Exports Ltd and also commissioned the state-of-the-art R&D centre. In
the year 1997 India Infusions Ltd was merged with the company. As a part of restructuring the company
formed three new divisions namely Prima Vista and Psycan in the year 1999.

7. Lupin
Lupin is an innovation led transnational pharmaceutical company developing and delivering a wide range of
branded & generic formulations biotechnology products and active pharmaceutical ingredients (APIs)
globally. The company is a significant player in the Cardiovascular Diabetology Asthma Pediatric CNS GI
Anti-Infective and NSAID space and holds global leadership position in the Anti-TB segment.Lupin Ltd
was incorporated in the year 1983 with the name Lupin Chemicals Ltd. In the year 1987 the company
commenced operations in Cephalexin Plant at Mandideep and 7 ADCA plant at Ankleshwar. In the year
1989 the company established a joint venture in Thailand namely Lupin Chemicals (Thailand) Ltd. In the
year 1991 they initiated production of Injectable cephalosporin (bulk and dosages) at Mandideep. In the year
1992 the company set up Fermentation Plant at Tarapur Maharashtra. Also Sterile Plant for injectable
Cephalosporins (bulk) was commissioned at Mandideep.In the year 2001 Lupin Laboratories Ltd was
amalgamated with the company and the name was changed to Lupin Ltd. They commenced supply of
Cephalosporin bulk actives to their alliance partners in the US. Also they commissioned a state of the art US
FDA approvable oral cephalosporin bulk active plant. In the year 2002 the company commissioned the new
Anti-TB facility at Aurangabad. In the year 2003 they formed Lupin Pharmaceuticals Inc. USA for trading
marketing and developmental activities in the US. In the year 2006 the company set up a new facility at
Jammu.In the year 2007 the company acquired Vadodara based Rubamin Laboratories Ltd (rechristened to
Novodigm Ltd). Also they acquired Kyowa Pharmaceutical Industry Company Limited a leading Generic
Company in Japan. They started commercial production at their newly finished dosage facility at Jammu.

8. Cadila Healthcare Ltd
Cadila Healthcare Ltd is a well known research-oriented technology-driven pharmaceutical company

focused on the research areas of biotechnology formulations and Active Pharmaceutical Ingredients. They
are an Indian based pharmaceutical company having their presence around the world. They are having their
manufacturing facilities at Ahmedabad Ankleshwar and Vadodara in Gujarat Ponda in Goa Raigad in
Maharashtra and Solan in Himachal Pradesh.Cadila Healthcare Ltd the flagship of Zydus Cadila Group was
incorporated in May 1995 and they became a public limited company in July 1996. The company's operation
includes pharmaceuticals which include human formulations veterinary formulations and bulk durgs
diagnostics herbal products skin care products and OTC products. In the year 1996 the company made a
strategic alliance with Gulin Pharma of China and launched Falcigo in India which is an anti-malarial
segment. In May 2000 the company acquired formulation business of Recon Ltd which strengthens the
company in the southern market. In the year 2001 they acquired German Remedies which was the largest
M&A in the Indian Pharmaceutical sector and in the same year they entered into a joint venture with US
based Onconova for collaborative research in the field of Oncogenomics.

9. Intas Pharmaceuticals Limited
Intas Pharmaceuticals Limited is a Public incorporated on 31 May 1985. It is classified as Non-govt

company and is registered at Registrar of Companies, Ahmedabad. Its authorized share capital is Rs.
1,754,667,520 and its paid up capital is Rs. 1,147,670,530. It is inolved in Manufacture of other chemical
products Intas Pharmaceuticals Limited's Annual General Meeting (AGM) was last held on 23 August 2021
and as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed on 31 March
2021. Directors of Intas Pharmaceuticals Limited are Sanjay Kukreja, Surender Tuteja Kumar, Nimish
Hasmukh Bhai Chudgar, John Geoffrey Goddard, Binish Hasmukh Chudgar, Hasmukh Chudgar,
TilokchandPunamchandOstwal, Jayesh Shantilal Shah, Ratnasami Venkatesh,
KusumbenHasmukhbhaiChudgar, Urmish Hasmukh Chudgar.

10. Mankind Pharma
Mankind Pharma is an Indian multinational pharmaceutical company, based at New Delhi. The company has
products in therapeutic areas ranging from antibiotics, to gastrointestinal, cardiovascular, dermal,
and erectile dysfunction medications. They are covering Industrial sectors in pharmaceuticals, medical
research and laboratories domain. Mankind Pharma Ltd is a private company. Mankind Pharma was formed
in 1986. It started working as a fully integrated pharmaceutical company in 1995 with the contributions of
two brothers, Ramesh C. Juneja and Rajeev Juneja. The seed capital for establishing the company was ₹50
lakhs. The company was started with 20 employees and launched in two states in the 1st year of its operation
and nowadays.
In 2019, Mankind became the first Indian company and second only in the world to develop and launch
Dydrogesterone, a drug used in high risk pregnancies by the brand name Dydroboon. The company acquired
Magnet Labs Pvt. Ltd. to enter the antipsychotic segment in 2007. Also it acquired Longifene-an appetite
stimulant for children, in January 2010 which was earlier a brand of UCB, Belgium.

Mission and Vision
We aspire to become a leading European player in innovation, offering people, patients and their beloved
ones new medicines and solutions to achieve better health outcomes and higher quality of life.
We make our vision real through robust pipeline growth, strong collaborations with best-in-class Research
Institutes and valuable partnerships with our strategic allies.
We pledge to successfully develop distinctive treatments for Mental Health conditions (incl. Pain), Central
Nervous System (CNS) and Rare Diseases while selectively strengthening our leading position in the
Consumer Healthcare segment.
Visionis to be established as the best pharmaceutical company in Greece, in terms of expertise, innovation
and responsible entrepreneurship, while returning value to our stakeholders:
• The medical community: to be highly ranked by healthcare professionals for our expertise and
accountability, as well as for the high quality of our products and services
• Our people: provide an ideal working environment and attract the best talent in our sector
• Our international partners: be the partner of choice for the world’s leading biotech companies
• Our community and the environment: be a role model for our contribution to society, to the Greek
economy and to sustainable development.

Types Of Medicine
 Liquid
 Tablet
 Capsules
 Topical medicines
 Suppositories
 Drops
 Inhalers
 Injections
Liquid
The active part of the medicine is combined with a liquid to make it easier to take or better absorbed. A
liquid may also be called a ‘mixture’, ‘solution’ or ‘syrup’. Many common liquids are now available without
any added coloring or sugar.
Tablet
The active ingredient is combined with another substance and pressed into a round or oval solid shape.
There are different types of tablet. Soluble or dispersible tablets can safely be dissolved in water.
Capsules
The active part of the medicine is contained inside a plastic shell that dissolves slowly in the stomach. You
can take some capsules apart and mix the contents with your child’s favorite food. Others need to be
swallowed whole, so the medicine isn’t absorbed until the stomach acid breaks down the capsule shell.
Topical Medicines
These are creams, lotions or ointments applied directly onto the skin. They come in tubs, bottles or tubes
depending on the type of medicine. The active part of the medicine is mixed with another substance, making
it easy to apply to the skin
Suppositories
The active part of the medicine is combined with another substance and pressed into a ‘bullet shape’ so it
can be inserted into the bottom. Suppositories mustn't be swallowed.

Drops
These are often used where the active part of the medicine works best if it reaches the affected area directly.
They tend to be used for eye, ear or nose
Inhalers
The active part of the medicine is released under pressure directly into the lungs. Young children may need
to use a ‘spacer’ device to take the medicine properly. Inhalers can be difficult to use at first so your
pharmacist will show you how to use them
Injections
There are different types of injection, in how and where they're injected. Subcutaneous or SC injections are
given just under the surface of the skin. Intramuscular or IM injections are given into a muscle. Intrathecal
injections are given into the fluid around the spinal cord. Intravenous or IV injections are given into a vein.
Some injections can be given at home but most are given at your doctor’s surgery or in hospital

Product Range

Introduction of generic
Generic drugs contain the same active ingredients, in the very same strength, as brand-name drugs. When a
medicine is first developed, the pharmaceutical company that discovers and markets it receives a patent on
its new drug. The patent usually lasts for 20 years, to give the originating company a chance to recoup its
research investment. After the patent expires, a generic version of the drug may become available. Generics
are marketed under the drug’s chemical, or "generic," name and meet the same FDA quality and
effectiveness standards as the original.
A generic drug (generics) is a drug which is produced and distributed without patent protection. The
generic drug may still have a patent on the formulation but not on the active ingredient. A generic must
contain the same active ingredients as the original formulation. According to the US Food and Drug
Administration (FDA), generic drugs are identical or within an acceptable bioequivalent range to the
brand name counterpart with respect to pharmacokinetic and pharmacodynamic propertie s. By extension,
therefore, generics are considered (by the FDA) identical in dose, strength, route of administration, safety,
efficacy and intended use. In most cases, generic products are available once the patent protections
afforded to the original developer have expired. When generic products become available, the market
competition often leads to substantially lower prices for both the original brand name product and the
generic forms. The time it takes a generic drug to appear on the market varies. In the US, drug patents
give twenty years of protection, but they are applied for before clinical trials begin, so the effective life of
a drug patent tends to be between seven and twelve years

Comparison between Generic And Pharma
Generic drugs contain the same active ingredient as their brand-name counterparts. However, they usually
cost much less than the brand-name version.
Before the Food and Drug Administration (FDA) approves a generic drug, the medication must meet
rigorous approval standards. The FDA stipulates that the generic drug must be “pharmaceutically
equivalent” to its brand-name version.
This ensures that generic drugs have the sameTrusted Source purity, strength, stability, and quality as brand-
name drugs.
However, not all brand-name drugs are available in a low-cost generic form.
Price
Typically, generic drugs cost less than their brand-name equivalents. The price can be up to 85% less
Trusted Source, according to the FDA.
There are several reasons for this
Quality
The drug company must submit an ANDA showing that the generic drug meets each FDA-required standard
before the FDA will approve it. That includes showing that the generic drug is pharmaceutically equivalent
to the branded medication.
Therefore, people can feel confident that the generic drug option is of the same quality as the brand-name
version.
Cost
In 2017, researchers conducted an economic evaluation Trusted Source of branded drug prices. It focused on
49 top-selling medicines that had more than 100,000 pharmacy claims that year. Of these 49 brand-name
drugs, 48 showed regular annual or biannual cost increases. Generic drugs cost less than their brand-name
equivalents. For some people, this cost difference is the deciding factor for whether they are able to take a
much-needed medication.

Customer perception towards pharma and generic
Generic medicines are clinically equivalent and can be used interchangeably for their intended use. Globally,
the usage of generic medicines is highly recommended because of their affordability and accessibility.
However, consumers hold a negative perception and attitude of using generic medicine as they consider it
poor and having inferior quality compared to branded medicines. This study was conducted to assess the
consumers’ general view of generic medicines and in vitro evaluation of a locally produced generic
medicine, paracetamol. An analytical and cross-sectional study was conducted in three selected
hospitals, and in vitro quality control evaluation was done in National Drug Quality Control Laboratory
between October 26 and November 21, 2017, in Asmara, Eritrea. A systematic random sampling design was
employed, and the data was collected using a questionnaire and a check-list for recording the quality control
parameters of paracetamol tablets.
An exploratory cross-sectional study was conducted to

determine consumer perceptions regarding generic drug substitution.
A survey was administered to consumers filling prescriptions at commu-
nity pharmacy stores located around Houston, Texas, to examine the
relationship between attitude toward generic drugs and consumer per-
ceptions regarding generic drug substitution using a 5-item, 5-point
semantic differential scale and a 12-item, 5-point Likert scale, respec-
tively. Overall, consumers had favorable perceptions regarding generic
drug substitution and attitude toward generic drugs. Consumers were
more favorable regarding generic drug substitution if they had a favorable
attitude toward generic drugs. However, a few consumers still believe that
generic drug substitution may result in less effective medications and
may compromise
may compromise
may compromise
may compromise
may compromise
may compromise

may compromise the quality of the medications they tak
A narrative review of studies conducted from 1970 to 2008 on consumer’s perceptions and views towards
generic medicines was performed. An extensive literature search was undertaken using indexing services
available at the authors' institution library. The following keywords were used for the search: brand, generic,
multisource, medications, medicines, drugs, pharmaceuticals and consumers, customers, and patients.
Electronic databases searched were Medline, Inside Web, ISI Web of Knowledge, Science Direct, Springer
Link, JSTOR, Proquest, Ebsco Host and Google Scholar. These electronic databases were searched for full
text papers published in English from 1970 to October 2008.Patient confidence and knowledge pertaining to
generic medicines use have increased over the past four decades, especially in developed countries. Mass
educational efforts, financial incentives, and greater communication among patients and health care
professionals were seen as major drivers to the uptake of generic medicines among consumers.

CHAPTER- 2
REVIEW OF LITERATURE

Review of Literature
Literature review is undertaken to study and analyse the findings of the other researchers in their studies that
are related to the subject under consideration. A literature viewed as a process as a systematic, explicit and
reproducible method for identifying, evaluating and synthesising the existing body of completed and
recorded work produced by researchers, scholars and practitioners.
Numbers of studies have been conducted about the “Branded medicines and Generic medicines”. A few
literatures are given below:
The 1970s
Early studies on generic drugs examined attitudes, perceptions of risk and knowledge of and satisfaction
with generic medications, and compared the views of consumers, physicians and pharmacists. Most of these
studies were conducted in the United States.
The first study retrieved and included in the review was by Lambert et al. This study was done in
Florida to assess the predisposition of 510 consumers to acceptance of generic drugs. In this study, it was
observed that approximately 66% of the respondents rejected lower-cost generic alternatives, regardless of
the amount of savings suggested. Those rejecting generic drugs were older and had higher incomes, and they
perceived generic medicines as less effective than did those accepting the drugs. The researchers examined
the effect of 18 variables on the predisposition towards generic drugs and found only two variables to have
significant effect. The first was age, which showed that older respondents were more reluctant to switch to
generic alternatives. The second was perceptions of effectiveness, with rejecters perceiving low-priced drugs
to be less effective in relieving an illness.

Bearden and Mason, in a study published in 1978, surveyed 105 consumers regarding their attitudes towards
the risks involved with the use of generic medications. As a framework for this study, the investigators used
Fishbein and Ajzen’s theory of reasoned action, which postulated that an individual’s attitude towards an
action is based on the summation of his or her beliefs about the consequences or risks of the behavior and
weighted by the perceived value of the se consequences. Risks were represented by the probability and
importance of loss across six dimensions: financial, social, drug performance, psychological, physical and
convenience. The investigators examined consumers’ beliefs about and evaluations of the quality, price,
safety, adverse effects and efficacy of generic medications, as well as the reputations of generic drug
manufacturers. Approximately one-third of the consumers surveyed were negatively inclined towards the
use of generic drugs, one-third were positively inclined and the remainder were neutral. Those opposed to
generic substitution perceived higher risk levels for each of the six dimensions and considered those risks to
be more important than did those favoring generic
substitution practices. The latter believed that generic drug products were high in quality, safe and produced
by reputable manufacturers, and that they would have the intended results. Further analyses indicated that
consumer preferences (negative, positive and neutral) regarding the purchase of generic drugs were
influenced by their concerns about drug performance, potential financial loss and safety.

The 1980s
To supplement the findings from their previous research, Mason and Bearden conducted another study to
explore salient issues affecting prescribing, dispensing and use of generic medicine.
Consumers did not feel that they would face greater risks if prescribing generic drugs became practice.
Although neutral on generic substitution practice by pharmacists, they believed that prescribing generics
would maintain a steady and continued supply of drugs. They endorsed the idea that generic drugs would
produce the intended therapeutic effects, but showed hesitancy in utilizing drugs produced by unknown
manufacturers and agreed that the high prices of branded drugs were due to high expenditure on advertising
to encourage physicians to prescribe brand-name products. The authors concluded by emphasizing the role
of educating physicians early in their career about generic prescribing and the viable role other health
professionals, such as pharmacists, can play in health care. In a 1988 study involving 621 consumers in
Austin and San Antonio , Texas, USA, 33% of those interviewed had never purchased generic prescription
medications. Consumers felt that, compared with branded drugs, generic drugs were of lower quality, more
risky, less effective and less healthful. Yet, contrary to findings from previous studies, individuals older than
age 55 years thought that generic drugs were of higher quality than did younger respondents.
A study conducted by Tootelian et al. in 1988 , which focused on 389 college students and their
perceptions of eight types of prescription medication, found that branded drugs were viewed as being more
effective, having less potential for adverse effects and providing greater value than their generic
counterparts. The greater the perceived risk of the prescription drug, the greater the respondent’s inclination
to view the brand medication more favorably. Age may have influenced the views of this group, since more
than 85% of individuals in the sample were 30 years or younger. Furthermore, in a study of 100 consumers
in the Chicago area, published in 1989, the majority of consumers replied that generic medications were
equal in quality to their brand-name counterparts. Almost all the consumers surveyed said they would feel
confident about a generic drug if a physician or a pharmacist recommended it. Although consumers knew
what generic drugs were, had positive experiences with them and thought they were equal in quality to
brand-name products, they were less likely to take them for chronic and serious conditions. products.

The 1990s
A study conducted by the American Association of Retired Persons (AARP) and published in 1994 found
that more than 84% of consumers were familiar with the term generic drug. The author of the study
estimated that approximately 33% of Americans aged 45–65 years had asked their physician for a generic
medication and asked their pharmacist to fill a prescription with a generic medication. However, a slightly
lower proportion (29%) of those aged 65 and older were likely to request a generic version of a drug from
their physician or pharmacist. In 1994, a survey by Muirhead examined how 876 consumers across the
USA viewed managed care and generic medications. Approximately 40% of respondents reported that they
were likely to request generic substitution. The findings indicated that 34% of pharmacists and 36% of
physicians had initiated generic substitution on consumers’ behalf. Generic products were considered
‘equal’ in quality to brand-name products by 29% of consumers, and 45% indicated that the two were ‘about
the same’. Patients with lower incomes were more likely than higher-income individuals to view generic
drugs as lower in quality. A study of consumers conducted in 1995 but published in 2000 rekindled the
concept of risk with the use of generic medicines. Ganther and Kreling surveyed 355 adults in central
Wisconsin, USA, and found that consumers’ perceptions of the risks of generic prescription drugs depended
on the medical condition being treated. Study participants were asked to assess the comparative risk
associated with purchasing a generic drug instead of a brand product for heart problems, high blood
pressure, streptococcal throat infection, pain and cough. Respondents also indicated the amount of savings
they would require before they would accept a generic version of a drug instead of the branded product. As
the risk rating for the medical condition decreased, more respondents were willing to take the generic
product for less than a US$2 cost saving. As the risk rating increased, so did the percentage who wanted a
cost savings of more than $15 before they would buy the generic drug or who would not buy the generic
product at any cost saving. The authors concluded that financial incentives might be important to increasing
consumers’ use of generic products. Similar to authors of previous studies, Ganther and Kreling identified
patient education by the pharmacist as another important factor in increasing generic drug use for medical
conditions perceived by patients as high risk.

The 2000s
Momani et al., in a study published in 2000, investigated consumer awareness of
drug-management strategies (formularies, drug co-payments, prior authorization and generic substitution).
This mail survey was sent to 303 members of managed care organizations in Maryland, Pennsylvania and
West Virginia, USA. Approximately 51% of the respondents indicated that their health plan mandatory
generic substitution. Consumers agreed that generic substitution affected their compliance with medications.
In addition, consumers were neutral in regard to the following statements: ‘generic substitution makes it
more convenient to get my medicines’ and ‘generic substitution limits my chances to get the best medicine’.
Consumers agreed mildly with the statements ‘generic substitution results in less effective medicines’ and
‘generic substitutions compromises the quality of my medicines’. Although these statements reflected a
slightly negative view towards generic substitution, when consumers were asked a general question
regarding their overall attitude towards generic substitution, a somewhat positive response was obtained
(mean ± SD = 4.6 ± 1.99 on a seven-point scale where 1 is negative and 7 is positive). The authors
concluded that, overall, this group of consumers held a slightly positive attitude towards generic drugs and
were most aware of generic substitution and drug co-payments as means to manage drug costs.

CHAPTER-3 RESEARCH METHODOLOGY

Research Methodology
Research methodology is a way to systematically solve research problems. It includes the various
methods and techniques for conducting research “Marketing research is a systematic design,
collection , analysis and reporting of data and finding relevant solutions to a specific problem.
The purpose of research is to discover the answer to the questions through the specific procedure.
Methodology can properly refer to the theoretical analysis of the methods. Appropriate to the field
of study or to the body of methods and principles particular to the branch of knowledge. In this
sense, one may speak of objections dealing with the appropriations of the method used or of
methodology. In recent days however methodology has been increasingly used as a pretentious
substitute for method in scientific and technical context. Research methodology is a way to
systematically solve research problems. When we talk we not only talk about research methods but
also about the logic behind the method used in the context of our research. That's why our research
results are capable of being evaluated either by the researcher himself or by others. The purpose of
this section is to describe the methodology carried out to complete the work. The methodology
plays a dominant role in any research work.
Research Design
A research design is the set of methods and procedures used in collecting and analyzing measures
of the variable specified in the research problem. The design of the study type (descriptive,
experimental, review atc) research design is the framework that has been created to research using
particular research methodology. Every research has a list of research questions which need to be
evaluated-this can be done with research design.
Problem or Title
Comparative analysis of Branded medicines and Generic medicines.
Significance
Every research which has been conducted has a significant or importance for which the research is
done. In our survey the main significance is to do Comparative analysis of Branded medicines and
Generic medicines.

Research Gap
All the researches done till now are on either the consumer awareness of Branded medicines , or
purchasing behavior of people on Generic medicines, but study on comparative analysis of
Branded medicines and Generic medicines has not been done before. Thus the research gap here is
the comparative analysis of Branded medicines and Generic medicines.
OBJECTIVES
● To study the consumer preference towards Generic and Branded medicines.

● To know the consumer's view towards the medicines.
● To study on various parameters on which they purchase the medicines.
Source of Data
While deciding about the data methods of data collection to be used for the study. First of
all, the source of data collection must be clear. There are mainly two sources of data.
● Primary data
● Secondary data
Primary data
Primary data are those which are collected fresh for the first time and that too directly from the
respondent for seeking the problem solution. The data has been obtained directly from individuals.
Secondary data
Secondary data are those which have been already collected by someone else for some other
research problem solution. This data has already been passed through the statistical process.
These sources mainly include Books, sources, journals. In the project report the data used in
research is primary data and is collected from the respective sources i.e Respondent using the
questionnaire to record the response.

SCOPE
The scope of the study is to do Comparative analysis of Branded medicines and Generic medicines.
SAMPLING PLAN
Sampling unit
Sampling unit is the consumer of Medicines in India. The sampling unit of our study is the people
who consumed Generic or Branded medicines.
Sampling size
Sample size plays a vital role in any research. Sample size refers to the number of items selected
from the universe to form a sample. Sample size is the number of elements to be included in a
study. Keeping in mind all the constraints 104 respondents were selected.
Sampling Methods
There are various methods of sampling in my project study. I have chosen probability sampling
method. I have taken simple random sampling for this study. I have prepared a simple
questionnaire to collect the information from the respondents.
Data collection Method

Data collection is done in many ways. Some are mentioned below:
 Observation method
 Questionnaire method
 Interview method
In my project study, I have selected a questionnaire method for collecting data.

Data analysis and Interpretation
In my project I have done descriptive analysis of demographic profiles. The other data
collected and have represented it graphically using pie and bar graphs.
Descriptive statistics are used to describe the basic features of the data in a study. They
provide simple summaries about the sample and the measures. Together with simple graphics
analysis, they form the basis of virtually every quantitative analysis of data.
Descriptive Statistics are used to present quantitative descriptions in a manageable form. In a

research study we may have lots of measures. Or we may measure a large number of people
on any measure. Descriptive statistics help us to simplify large amounts of data in a sensible
way. Each descriptive statistic reduces lots of data into a simpler summary. Descriptive
statistics are just descriptive. They do not involve generalizing beyond the data at hand.
Generalizing from our data to another set of cases is the business inferential statistics.
Descriptive statistics help to describe and understand the features of a specified data set by
giving short summaries about the sample and measures of the data.

particulars frequency percentage
15-25 81 78.6%
25-30 7 16.5%
30-45 3 2.45%
Others 2 2.45%
Age Groups
180
160
140
120
100
80
60
40
20
0
15-25 25-30 30-45 Other
Frequency Percentage

GENDER
Particulars Frequency Percentage

Male 56 54.4%
Female 47 45.6%

QUALIFICATION

Under graduate 32 31.7%
Post graduate 26 22.8%
Graduate 23 25.7%
Others 20 19.8%

OCCUPATION

Student 60 58.8%
In service 23 22.5%
Own business 16 15.7%
Home Maker 3 3%

MONTHLY INCOME

Less than 10000 14 13.9%
10000-20000 20 19.8%
20000-30000 11 10.9%
40000-60000 8 7.9%
Dependent 48 47.5%

MARITAL STATUS

Unmarried 83 80.6%
Married 20 19.4%

Findings of the Study
The study revealed the following findings:
● We interpret that almost all of the respondents were aware of Nestle.

● By this we interpret that the majority of respondents use Nestle products.
● The figures show that most of the people get influenced by the product
which is marketed through advertising.
● The integration is that maximum people use Nestle products.
● The figure shows that most of the respondents like Nestle products.
● We interpret that the majority of people buy a product after seeing their ads.
● We interpret that respondents find social media ads informative for them for buying
products.
● We interpret that most of the respondents think that Nestle marketing will flourish in
the future.

Fulfillment of objectives
S.no Objectives Fulfilled or not fulfilled

1. To study the marketing strategies of Fulfilled
Nestle
2. To study the advertising strategies of Fulfilled
Nestle
3. To study the marketing strategies of Fulfilled
Nestle with special reference to
advertising strategies
The first objective is to study the marketing strategies of Nestle. This objective gets fulfilled,
as from the analysis of the survey we come to know about the consumers taste and
preferences according to which marketing strategies are made.
The second objective is to study the advertising strategies of Nestle. This objective is also
fulfilled in this study. When the survey was conducted all the people were asked about the
mode of advertisement that influences you most to buy a particular product on the basis of
this the advertising strategies are made.
The third objective is to study the marketing strategies of Nestle with special reference to
advertising strategies. This objective is again fulfilled.

Conclusions, Recommendations
& Limitations

Conclusion
As per our literature review, which

was focused on
developed countries, consumer
confidence and knowledge
about generic medicines use have
increased steadily over
time. Mass education efforts, financial
incentives and greater
communication between patients and
health care profes-
sionals were seen as major influences
on the uptake of
generics among consumers. Safety and
efficacy issues were

viewed as major barriers to the
acceptance of generic drug
substitutions.
The following conclusions and
recommendations are
provided on the basis of our analyses
of the literature
published over the past three decades
related to consumers’
views of generic drugs. First, more
research about con-
sumers’ views on generic drug
products should be carried out
in developing countries, where cost
savings are needed more
than in developed countries. This will
enable us to contrast

the findings with those from the
developed world and to
reach a universal view. Second,
researchers should consider
further study of consumers’ decision-
making processes
regarding generic medications. Third,
better communication
among patients and health care
professionals regarding the
equivalency between most branded and
generic products
should increase the use of generic
medications. Finally, mass
educational efforts should be directed
by consumer and
health professional organizations and
individual health care

practitioners (pharmacists, physicians,
nurses and others)
towards consumers to make them more
aware and to increase
their knowledge about generic
medications, and to encourag
was focused on
health care profes-
on the uptake of

substitutions.
recommendations are
of the literature
research about con-

making processes
generic products
by consumer and

nurses and others)
was focused on
health care profes-

on the uptake of
substitutions.
recommendations are
of the literature
research about con-

making processes
generic products

by consumer and
nurses and others)
was focused on

health care profes-
on the uptake of
substitutions.
recommendations are
of the literature
research about con-

making processes
generic products

by consumer and
nurses and others)
was focused on

health care profes-
on the uptake of
substitutions.
recommendations are
of the literature

research about con-
making processes

generic products
by consumer and
nurses and others)
was focused on

health care profes-
on the uptake of
substitutions.
recommendations are
of the literature

research about con-
making processes

generic products
by consumer and
nurses and others)
was focused on

health care profes-
on the uptake of
substitutions.
recommendations are

of the literature
research about con-
making processes

generic products
by consumer and
nurses and others)

was focused on
health care profes-
on the uptake of
substitutions.

recommendations are
of the literature
research about con-

making processes
generic products
by consumer and
nurses and others)

was focused on
health care profes-
on the uptake of

substitutions.
recommendations are
of the literature
research about con-

making processes
generic products
by consumer and
nurses and others)

Recommendations
Recommendations:
● Although the product line is very good & has good width & depth but NIL should try
to make stronger brand equity in Dairy products Amul is still the leader.
● It should work more on the concept of CRM (making new customers and retaining old
ones).
● Cash discounts must be given.
● More competitive pricing to be done in the premium segment.

● Increase their sales force to make more frequent visits to the sales person.
● Should also look for rural markets.
● Quick handling of problems of stockiest & dealers.
● Segmentation & target market selection.
● Assembling the marketing mix.
● Online ordering facility and electronic payment through websites can save a lot of
time.
LIMITATIONS OF THE STUDY

Due to constraints of time and resources. The study is likely to suffer from certain limitations.
Some of are mentioned here under so that the findings of the study may he understood in a
proper perspective
The limitations of the study are:
● Hard enough to fetch information it was not an easy task to get information from
people using various social media apps . People were not always open and
forthcoming with their views, even agitated and not disclosing
● Scope of the study is limited because of limited time.
● This study is based on the assumption that perceptions are true and factual although
at times that may not be the case.
● Though every care has been taken to eliminate such biases, considering the human
factor the possibility of small bias having come up cannot be ruled out altogether.
Consumer behaviour is dynamic in nature and thus over the time, finding of today
may become invalid tomorrow.
● The sample size taken is small and may not be sufficient to predict the result with
100% accuracy and hence findings may not be generalized.
● It was difficult to find respondents as they were busy in their schedule and collection of
data was very difficult. Therefore the study had to be carried out based on the
availability of respondents.
● Some of the respondents were not ready to fill the questionnaire and some of them were
not ready to come out openly.

Bibliography

Bibliography
REFERENCES
● Kotler Phillip,”Marketing management”- 2006[12th edition]
● Singh Para pal “Service Marketing”-2008 [11th edition]
● Russell S. Winer & Donald J. Rehmann, “Analysis for Marketing Planning”-2007 [7th
edition]
● Lean G. Sehiffman and Leslic lazan Kanuk. “Consumer behaviour”-2006 [6th edition]
WEBSITES
● www.nestle.com
● www.yahoo.com
● www.thehindubusinessline.com

● www.domain-b.com
● www.economictimes.indiatimes.com
ANNEXURES

Market strategies of Nestle with special reference to advertising strategy.

Comparing Branded vs Generic Medicines

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COMPARATIVE ANALYSIS OF BRANDED MEDICINES AND GENERIC MEDICINES

SUBMITTED IN THE FULFILMENT OF THE REQUIREMENT FOR THE

BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)

D.A.V.COLLEGE(AFFILIATED PANJAB UNIVERSITY)COLLEGEROAD, ABOHAR (PUNJAB)-

Under the guidance of:

(HOD Commerce Department, D.A.V. College, Abohar)

Prof. Sakshi Gidder Chhabra

(Assistant Professor Commerce Department, DAV College, Abohar)

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Sakshi Gidder Chhabra

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BBA 6th Semester

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B.B.A 6th Semester

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They can deal in generic and/or brand medications.

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(Top 10 Medicine Companies)

1. Sun Pharmaceutical Industries Ltd

2. Dr. Reddy's Laboratories Ltd

8. Zydus Cadila Healthcare

9. Intas pharmaceuticals Ltd.

10. Mankind Pharma

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1. Sun Pharmaceutical Industries Limited

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Cadila Healthcare Ltd is a well known research-oriented technology-driven pharmaceutical company

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Intas Pharmaceuticals Limited is a Public incorporated on 31 May 1985. It is classified as Non-govt

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An exploratory cross-sectional study was conducted to

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● To study the consumer preference towards Generic and Branded medicines.

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Data collection Method

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Descriptive Statistics are used to present quantitative descriptions in a manageable form. In a

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