Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{195288,
        author = {Kratika Jindal and Krishna and Mayuri Pawar},
        title = {The Study on Generic vs Branded Drugs: Patient Perception and Market Trends in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {7213-7218},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=195288},
        abstract = {The pharmaceutical industry in India plays a significant role in providing affordable and accessible healthcare, with generic and branded medicines forming two major segments of the market. This study, titled “A Study on Generic vs Branded Drugs: Patient Perception and Market Trends in India,” aims to analyze patient awareness, perception, and trust regarding generic and branded medicines, as well as the factors influencing their purchasing decisions.
The research adopts a quantitative approach using a structured questionnaire distributed through Google Forms to collect primary data from 306 respondents belonging to diverse demographic backgrounds. The study examines key factors such as price sensitivity, trust in quality and safety, influence of doctors and pharmacists, and marketing strategies that shape consumer behavior toward medicines. Statistical tools, including percentage analysis, Chi-square tests, and T-tests, were used to analyze the collected data and evaluate the relationship between patient perception and medicine preference.
Overall, the research highlights the need for greater awareness, education, and stronger policy initiatives to improve public confidence in generic medicines. Strengthening patient knowledge and encouraging healthcare professionals to promote generics can help make healthcare more cost-effective, accessible, and sustainable for the broader population in India.},
        keywords = {Generic Medicines, Branded Drugs, Patient Perception, Consumer Behavior, Market Trends, Pharmaceutical Industry.},
        month = {March},
        }