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@article{200114,
        author = {Pallavi singh and Ipsita Dhar and Roshan Sonawane},
        title = {Loyalty: A Comparative Study of Generic Pharma and Branded Medical Stores in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {1184-1196},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=200114},
        abstract = {This research paper examines the complex interplay between affordability and brand loyalty in India's pharmaceutical retail sector. India, often termed the "pharmacy of the world," presents a unique marketplace where consumers navigate choices between high-cost branded medications and more affordable generic alternatives. Using secondary data from government reports, international organizations, academic research, and industry analyses, this study investigates the factors influencing consumer decisions, the economic implications of brand loyalty in healthcare, and the effectiveness of government initiatives promoting generic medicines. The findings reveal that while branded medicines dominate approximately 70-80% of India's retail pharmaceutical market, government initiatives and increasing awareness are gradually shifting consumer preferences. The study concludes that the future of India's pharmaceutical retail lies in bridging the gap between affordability and quality perception, with significant implications for public health policy.},
        keywords = {Generic Pharmaceuticals, Brand Loyalty, Healthcare Affordability, Consumer Behaviour},
        month = {May},
        }