Perspectives on Business Management, Economics & Information Technology (PBMEIT) Now also covers research on Psychology

PBME Volume III ISBN: 978-81-951151-1-2

UNDERSTANDING THE MARKET DEMAND PATTERN AND PRESCRIBING BEHAVIOR OF DOCTORS FOR VITAMIN DRUGS IN THE INDIAN PHARMACEUTICAL MARKET UNDER THE COVID-19 PANDEMIC SITUATION: A CASE STUDY OF VITAMIN D3 AND ITS PROMOTIONAL STRATEGY

Author(s): PRAGYA TIWARI & Dr. P.S. RAYCHAUDHURI & AJAY RASTOGI

Abstract

In the face of the COVID-19 pandemic demand for vitamins by consumer rises as customers look to support their immune health, overall wellness, and reduce anxiety. Consumers have increasingly turned towards vitamin products and expressing greater interest in engagement with the vitamins. The study helps to understand how COVID-19 impacts vitamin consumption in the Indian pharmaceutical market. In 2020-21 demands for vitamins would continue to rise in the Indian pharmaceutical market. It is wise for suppliers, manufacturers, and retailers, of vitamins to begin preparing now for the future markets where demand for vitamins by consumers continues to grow beyond its historical aspects. The research focuses on a case study of Vitamin D3.

And also this study helps in understanding the prescribing behavior or pattern of the customer’s (doctor’s) brand preference for these Vitamin D3 categories in this pandemic; how this pandemic has led to an increase in the prescription generation for vitamins.

The study was done in the region of Prayagraj district (Uttar Pradesh) among the Specialist Doctors/ Physicians and retail Chemists around the hospitals/ nursing homes and other localities over telephonic survey, with the help of structured questionnaire for knowing their prescribing behavior, its demand pattern and effective promotion strategy of Vitamin D3 among them. The results show the rise in its consumption in this pandemic situation. Hence, contribute to capturing the market demand for vitamins in the present and future.

Keywords: Consumer demand, Vitamin, Prescribing behavior, COVID-19

JEL Classification: I11, I12, M30, M31

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