Outline India, in collaboration with, The Bridgespan Group, carried out a research to understand the medicine buying behavior and the preferences of those suffering from chronic illnesses, at pharmacies on behalf of their client.
The research explored consumer and market behavior
concerning awareness about generic medicines, along
with a special focus on the customer experience. The
study delves into understanding the multiple factors
influencing customer choices and satisfaction,
especially for those dealing with non-communicable
diseases and chronic illnesses. The study was
conducted in the Anand and Ahmedabad districts of
Gujarat, where qualitative interviews were carried out
with urban-dwelling consumers above the age of 45.