Comparison of Consumer Behaviour Models in Choosing between Original and Generic OTC Drugs in the Russian Pharmaceutical Market

Student: Kazbekova Tamara

Supervisor: Ekaterina V. Buzulukova

Educational Programme: Marketing (Master)

Year of Graduation: 2019

In the past few years amid the deteriorating economic situation in Russia, the model of consumer behavior of Russians started to change. They began to switch to more economical consumption. This trend was reflected in the pharmaceutical market: people have reduced their spending on pharmaceuticals, and the share of sales of OTC original drugs relative to relatively cheaper counterparts shows a downward trend. In this study of a master's thesis, the relationships between various factors affecting consumers when choosing between an over-the-counter original drug and generics are identified and recommendations are given for pharmaceutical companies based on the results.

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