Abstract:Patients/customers are offered a substitute brand of medicine generally when the prescribed brand is not available at retail store. However, the customers respond in various ways to such an offer. There are many factors that affect the acceptance/rejection of the substitute brand by the customers. This study’s objective is to categorize consumers’ responses to the offer for substitute brand of medicine in place of the prescribed one in north India. Another objective of the study is to identify common character… Show more
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