CONSUMER BUYING BEHAVIOR OF RETAIL PHARMACY INDUSTRY WITH SPECIAL REFERENCES TO DELHI AND NCR
Keywords:
Consumer buying behavior, Organized and unorganized retail pharmacy, Delhi and NCRAbstract
Consumer buying behavior of customer to purchase medicine is far different from any other product .Customer can avoid many things but cannot neglect medicine .Consumer buying behavior of customer cannot be same all cross India it may differ from location to location .There are various factor responsible for consumer buying behavior at retail pharmacy .Purpose of this study is to find the consumer buying behavior of unorganized retail pharmacy in Delhi and NCR .Purpose of this study is understand emerging challenges of unorganized pharmacy due to consumer buying behavior .Delhi and NCR are is emerging as a center of Online retail and organized retail pharmacy .All major organized and online retail pharmacy are running successfully in Delhi and NCR. Purpose of this study is to find customer preference and influence between new generation retail pharmacy and traditional unorganized retail pharmacy.
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