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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM65957
Volume:
10 |
7 |
Jul 2026
Pages:
1-15
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of MBA
Dr. Ambedkar Institute of Technology
Department of MBA
Dr. Ambedkar Institute of Technology
The rising cost of branded medicines has made healthcare expensive for many people in India. To make medicines affordable and accessible, the nation’s government introduced Jan Aushadhi Kendras under the Pradhan Mantri Bharatiya Janaushadhi Pariyojana, which provides quality generic medicines at lower prices. Many buyers continue to demonstrate a preference for branded medicines owing to reasons including brand image, trust, perceived quality, and social influence. Consumer buying behavior in the pharmaceutical sector is often influenced by previous experiences, emotional attachment to brands, and beliefs regarding medicine safety and effectiveness. The present study focuses on understanding consumer awareness and buying behavior toward generic medicines offered by those centers. The research seeks the factors influencing purchase decisions and examine how brand image, perceived quality, social status, brand trust, and lifestyle affect consumer preferences while purchasing medicines. The analysis indicates that expected to help improve awareness, build trust in generic medicines, and encourage affordable healthcare choices among consumers.
KEYWORDS
The study establishes that consumer buying behavior towards Jan Aushadhi Kendras is influenced more by affordability, perceived quality, trust, and awareness than by brand image alone. The findings indicate extensive awareness with consumers in Bengaluru South, with affordability emerging as the top priority influencing medicine purchase decisions, while quality and effectiveness further strengthen consumer’s willingness to choose generic medicines. The hypothesis-analysis further indicates that awareness and montly-income is closely related to consumer behavior, whereas brand trust alone does not determine the choice of branded medicines over generic alternatives. Overall, the study highlights that Jan Aushadhi Kendras have successfully improved access to quality and affordable medicines, strengthened public confidence in generic medicines, and contributed to promoting cost-effective healthcare, making the scheme an important initiative for enhancing healthcare accessibility in India.
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Publication Date
7/9/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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