CHAPTER I

1
 INTRODUCTION

CUSTOMER SERVICE

A service is the action of doing something for someone or something. It is largely intangible
(i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A
service tends to be an experience that is consumed at the point where it is purchased, and
cannot be owned since is quickly perishes. A person could go to a café one day and have
excellent service, and then return the next day and have a poor experience. So often marketers
talk about the nature of a service as:

Inseparable - From the point where it is consumed, and from the provider of the service. For
example, you cannot take a live theatre performance home to consume it (a DVD of the same
performance would be a product, not a service).

Intangible - Cannot have a real, physical presence as does a product. For example, motor
insurance may have a certificate, but the financial service itself cannot be touched i.e. it is
intangible.

Perishable - In that once it has occurred it cannot be repeated in exactly the same way. For
example, once a 100 meters Olympic final has been run, there will be not other for 4 more
years, and even then it will be staged in a different place with many different finalists.

Variability- Since the human involvement of service provision means that no two services
will be completely identical. For example, returning to the same garage time and time again
for a service on your car might see different levels of customer satisfaction, or speediness of
work.

Right of ownership - Is not taken to the service, since you merely experience it. For example,
an engineer may service your air-conditioning, but you do not own the service, the engineer
or his equipment. You cannot sell it on once it has been consumed, and do not take ownership
of it.

2
Western economies have seen deterioration in their traditional manufacturing industries, and a
growth in their service economies. Therefore the marketing mix has seen an extension and
adaptation into the extended marketing mix for services, also known as the 7P's - physical
evidence, process and people.

The critical point in services is the service encounter. This is the interaction between the
service organization, the service provider, and the customer. It is a familiar scene in the
pharmacy where the patient drops odd and picks up the prescription, as well as is being
counseled. This interaction has been termed as the moment of truth.

CUSTOMER SERVICE TOP TEN

3
 (SOURCE: http://www.squidoo.com/promote-business-online)

CUSTOMER RESPONSE

Customer expectations: customers form service expectations from many sources, past
experiences, word of mouth, and advertising. In general customers compare the perceived
service with the expected service. If perceived service falls below the expected service,
customers are disappointed. Successful companies add benefits to their offering that not only
satisfy customers but surprise and delight them

Customer satisfaction, a business term, is a measure of how products and services supplied
by a company meet or surpass customer expectation. It is seen as a key performance indicator
within business and is part of the four of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers, customer satisfaction

is seen as a key differentiator and increasingly has become a key element of business strategy

SERVQUAL was originally measured on 10 aspects of service quality: reliability,

responsiveness, competence, access, courtesy, communication, credibility, security,
understanding or knowing the customer and tangibles. It measures the gap between customer
expectations and experience.

By the early nineties the authors had refined the model to the useful acronym RATER:

• Reliability

• Assurance

• Tangibles

• Empathy, and

• Responsiveness

4
 CUSTOMER SATISFACTION INDEX

(SOURCE:http://blog.vovici.com/blog/bid/18165/ACSI-American-Customer-Satisfaction-
Index-Model-Strengths-and-Weaknesses)

5
PHARMACY

Pharmacy is the health profession that links the health sciences with the chemical sciences
and it is charged with ensuring the safe and effective use of pharmaceutical drugs. The word
derives from the Greek pharmakon, "drug or medicine". Greeks were one of the first patrons
of this profession.

The scope of pharmacy practice includes more traditional roles such as compounding and
dispensing medications, and it also includes more modern services related to health care,
including clinical services, reviewing medications for safety and efficacy, and providing drug
information. Pharmacists, therefore, are the experts on drug therapy and are the primary
health professionals who optimize medication use to provide patients with positive health
outcomes.

An establishment in which pharmacy (in the first sense) is practiced is called a pharmacy,
chemists or drug store. These stores commonly sell not only medicines, but also
miscellaneous items such as candy (sweets), cosmetics, and magazines, as well as light
refreshments or groceries.

In addition to pharma responsibilities, the pharma offered general medical advice and a range
of services that are now performed solely by other specialist practitioners, such as surgery and
midwifery. The pharma (as it was referred to) often operated through a retail shop which, in
addition to ingredients for medicines, sold tobacco and patent medicines. The pharmas also
used many other herbs not listed.

In its investigation of herbal and chemical ingredients, the work of the pharma may be
regarded as a precursor of the modern sciences of chemistry and pharmacology, prior to the
formulation of the scientific method.

6
 STONE SIGN FOR PHARMACY

There is a stone sign for a pharmacy with a tripod, a mortar, and a pestle opposite one for a
doctor in the Arcadian Way in Ephesus near Kusadasi in Turkey.

TYPES OF PHARMACY

Types of pharmacy practice areas

Pharmacists practice in a variety of areas including retail, hospitals, clinics, nursing homes,
drug industry, and regulatory agencies. Pharmacists can specialize in various areas of practice
including but not limited to: hematology/oncology, infectious diseases, ambulatory care,
nutrition support, drug information, critical care, pediatrics, etc.

Community pharmacy

Community pharmacies usually consist of a retail storefront with a dispensary where

medications are stored and dispensed. The dispensary is subject to pharmacy legislation; with
requirements for storage conditions, compulsory texts, equipment, etc., specified in
legislation. All pharmacies are required to have a pharmacist on-duty at all times when open.
Likewise, many pharmacies are now rather grocery store-like in their design. In addition to
medicines and prescriptions, many now sell a diverse arrangement of additional items such as

7
cosmetics, shampoo, office supplies, confections, snack foods, durable medical equipment,
greeting cards, and provide photo processing services.

Hospital pharmacy

Pharmacies within hospitals differ considerably from community pharmacies. Some

pharmacists in hospital pharmacies may have more complex clinical medication management
issues whereas pharmacists in community pharmacies often have more complex business and
customer relations issues.

Hospital pharmacies can usually be found within the premises of the hospital. Hospital
pharmacies usually stock a larger range of medications, including more specialized
medications, than would be feasible in the community setting. Most hospital medications are
unit-dose, or a single dose of medicine. The high cost of medications and drug-related
technology, combined with the potential impact of medications and pharmacy services on
patient-care outcomes and patient safety, make it imperative that hospital pharmacies perform
at the highest level possible.

Compounding pharmacy

Compounding is the practice of preparing drugs in new forms. For example, if a drug
manufacturer only provides a drug as a tablet, a compounding pharmacist might make a
medicated lollipop that contains the drug. Patients who have difficulty swallowing the tablet
may prefer to suck the medicated lollipop instead.

Another form of compounding is by mixing different strengths, (g, mg, mcg) of capsules or
tablets to yield the desire therapy indicated by the doctor. This form of compounding is found
at community or hospital pharmacies or in-home administration therapy..

Consultant pharmacy

Consultant pharmacy practice focuses more on medication regimen review (i.e. "cognitive
services") than on actual dispensing of drugs. Consultant pharmacists most typically work in
nursing homes, but are increasingly branching into other institutions and non-institutional
settings. This trend may be gradually reversing as consultant pharmacists begin to work

8
directly with patients, primarily because many elderly people are now taking numerous
medications but continue to live outside of institutional settings..

Internet pharmacy

Since about the year 2000, a growing number of internet pharmacies have been established
worldwide. Many of them are actually operated by brick-and-mortar community pharmacies
that serve consumers online and those that walk in their door. Some customers consider this
to be more convenient and private method rather than traveling to a community drugstore
where another customer might overhear about the drugs that they take

Veterinary pharmacy

Veterinary pharmacies, sometimes called animal pharmacies, may fall in the category of
hospital pharmacy, retail pharmacy or mail-order pharmacy. Because the needs of animals, as
well as the regulations on veterinary medicine, are often very different from those related to
people, veterinary pharmacy is often kept separate from regular pharmacies.

RETAIL IN PHARMACY

9
General practitioners who are allowed to prescribe general medication or above the counter
prescriptions come in many shapes and forms. From local retail drug stores to pharmacists
who operate in multi national chains, there is no difficulty in finding the drug Pharmacies that
you need to help you deal with that niggling cold or that sore ankle.
Products and services in these Retail pharmaceutical chains are almost a carbon copy of each
other, although you may be able to get a little more variety in the larger Retail Pharmacy
chains. United States of America is the medical hub of the world, high levels of medical
standards and assessments ensure that this title remains for a very long time. Connectivity and
availability are by-words for this country and locating a retail drug pharmacy store in USA is
extremely easy for anyone.

Certain features of the Retail Pharmacy sector:

• The retail pharmacy industry is heavily regulated with restrictions on the location of
pharmacies and ownership of pharmacies.
• Increased competition from supermarkets and other retailers for over the counter (OTC)
products has increased the percentage of dispensing sales from approximately 35% of revenue
in 1981 to 70% of revenue in 2001.
• The federal government is actively trying to reduce the cost of the Pharmaceutical Benefits
Scheme (PBS), this will ‘squeeze’ pharmacies margins.
• Most pharmacies are members of banner groups or franchises; this provides advantages for
collective marketing and group purchasing.
• The federal government is under increasing pressure from supermarkets to allow
supermarket pharmacies to dispense PBS medicines.

Revenue:
• Pharmacies sell three main types of products;
− Prescription medicines (restricted to pharmacies)
− Non-prescription medicines (restricted to pharmacies)
− General retail (e.g. vitamins, health & beauty, optical & film)
• Over 60% of revenue is from the sale of products dispensed under the Pharmaceutical
Benefits Scheme (“PBS”).

10
• The government fixes the consumer price of PBS medicines.
• Pharmacies with an over reliance on PBS prescriptions face threats to profitability as the
government tries to reduce the cost of the PBS by reducing prices paid to pharmacies and
drug wholesalers.

INDIAN PHARMACEUTICAL INDUSTRY

The Indian Pharmaceutical Industry today is in the front rank of India’s science-based
industries with wide ranging capabilities in the complex field of drug manufacture and
technology.

ADVANTAGE INDIA

Competent workforce: India has a pool of personnel with high managerial and technical
competence as also skilled workforce. It has an educated work force and English is commonly
used. Professional services are easily available.

Cost-effective chemical synthesis: Its track record of development, particularly in the area of
improved cost-beneficial chemical synthesis for various drug molecules is excellent. It
provides a wide variety of bulk drugs and exports sophisticated bulk drugs.

Legal & Financial Framework: India has a 53 year old democracy and hence has a solid
legal framework and strong financial markets. There is already an established international
industry and business community.

Information & Technology: It has a good network of world-class educational institutions

and established strengths in Information Technology.

Globalization: The country is committed to a free market economy and globalization. Above
all, it has a 70 million middle class market, which is continuously growing.

11
Consolidation: For the first time in many years, the international pharmaceutical industry is
finding great opportunities in India. The process of consolidation, which has become a
generalized phenomenon in the world pharmaceutical industry, has started taking place in
India

• The Pharmaceutical Industry, with its rich scientific talents and research capabilities,
supported by Intellectual Property Protection regime is well set to take on the international
market.

• A highly organized sector, the Indian Pharma Industry is estimated to be worth $ 4.5 billion,
growing at about 8 to 9 percent annually.

• It ranks very high in the third world, in terms of technology, quality and range of medicines
manufactured. From simple headache pills to sophisticated antibiotics and complex cardiac
compounds, almost every type of medicine is now made indigenously.

Playing a key role in promoting and sustaining development in the vital field of medicines,
Indian Pharma Industry boasts of quality producers and many units approved by regulatory
authorities in USA and UK.

• The leading 250 pharmaceutical companies control 70% of the market with market leader
holding nearly 7% of the market share.

• It is an extremely fragmented market with severe price competition and government price
control.

The pharmaceutical industry in India meets around 70% of the country's demand for

1. Bulk drugs,

2. Drug intermediates,

3. Pharmaceutical formulations,

4. Tablets,

12
5. Capsules,

6. Orals and

7. Injectibles

• There are about 250 large units and about 8000 Small Scale Units, which form the core of
the pharmaceutical industry in India. These units produce the complete range of
pharmaceutical formulations, i.e., medicines ready for consumption by patients and about 350
bulk drugs, i.e., chemicals having therapeutic value and used for production of
pharmaceutical formulations.

13
CHAPTER II

14
LITERATURE REVIEW

Literature Review has a major impact on any research. The essence from some of the
important reports related to the project study and which had significant impact while doing
this research is mentioned below:

References and further reading may be available for this article. To view references and
further reading you must purchase this article.

N. P. Archer and G. O. Wesolowsky, “Consumer response to service and product

quality: A study of motor vehicle owners”, School of Business, McMaster University,
Hamilton, Ontario L8S 4M4, Canada. Journal of Operations Management
Volume 14, Issue 2, June 1996, Pages 103-118, This study carries out a research on the
integrated quality management for durable products, extending from the product design,
development and manufacturing process and through the ownership cycle of the product. And
analysis of events pertaining to a critical incident model which demonstrates how quality in
both the product and its supporting services, as well as the interactions between these factors,
can affect owner intentions regarding future purchases. Two major specific conclusions are:
(1) data suggests that owners tend to have a tolerance towards negative vehicle incidents, but
negative service incidents can harm owner perceptions of both the dealer and the
manufacturer, and (2) positive critical incidents can counteract negative critical incidents.
Creating positive service incidents and avoiding negative service incidents can help improve
customer loyalty to the service agent and counteract negative vehicle incidents which affect

15
loyalty to the manufacturer. Further it has been suggest that the results from this study may be
generalizable to service and product quality management for other types of equipment.

Joyce M. Hoffman, Satish Mehra, (2000) "Efficient consumer response as a supply chain
strategy for grocery businesses", International Journal of Service Industry
Management, Vol. 11 Issue: 4, pp.365 – 373, This paper discusses efficient consumer
response (ECR) as a supply chain strategy in grocery businesses by analyzing the adoption of
ECR strategy by five major grocery operations in US markets. Quickly responding to
customer needs has become a major priority for retail businesses such as grocery operations.
Customer satisfaction is an absolute for staying competitive in these retail operations.
Furthermore, a management action plan is presented for future adoption of ECR strategy by
similar business operations.

Carolyn Heinze, “LEESBURG PHARMACY: WHERE CUSTOMER SERVICE

BECOMES PATIENT CARE” Published Online: February 1, 2008 - 12:00:00 AM
(CST), This research focuses on treating customers the way we would want to be treated
when we go into any retail establishment. It believes excellent customer service is, in many
cases, the only way that independent pharmacies can compete, largely because of
reimbursement challenges, increasing difficulties in collecting claims payments, and more
competition as a result of mail order. Traditional dispensing is still the core function. Making
sure that patients are taking their medicine properly is what pharmacists do. Any place where
people use medication, the pharmacists have broadened their role to be a part of those
environments. They focus on providing clinical services. As pharmacists they have lot of
solid research for clinical research and the problem pharmacies have is slim margins.

Customer Service Guidelines, Department of Fair Trading, states certain guidelines of

how better service can be provided to the customer and demarcates a company which cares
about its customers from one which doesn’t care and states the various consequences which
could occur from it. A No-care company would be insensitive to the customer need for
information, no appreciation for the customers timing requirements, failure to deliver on any
follow up, blame the customers for problems. Where as an All-care company applied all its

16
knowledge to the customers’ situation, aware of customers needs, kept the customer fully
informed, met the customers deadlines and kept promises.

CHAPTER III

17
 COMPANY PROFILE

HETERO DRUGS

Hetero Drugs Limited is an Indian Pharmaceutical Company established in the year 1993.
Hetero is a research based global pharmaceutical company focused on development,
manufacturing and marketing of Active Pharmaceutical Ingredients (APIs), Intermediate
Chemicals & Finished Dosages. Ever since its establishment in 1993, Hetero showed a
tradition of excellence and deep sense of commitment in developing cost effective processes
to offer wide range of affordable drugs.

Hetero is building on the strengths of vertical integration in discovery research, process

chemistry, API manufacturing, formulation development and commercialization. Hetero is a
leading international supplier with a rich portfolio of over 200 products from wide range of
therapeutic categories both in active pharmaceutical ingredients and finished dosages.

18
Hetero’s manufacturing facilities are cGMP compliant meeting global standards in terms of
infrastructure and systems. Majority of them are approved by the various regulatory
authorities of USFDA, WHO-Geneva, Australian TGA, Spanish agency of medicines &
health care products, ANVISA-Brazil, IDA-Netherlands etc.,

With full-fledged marketing capabilities, the company has been able to market its products in
over 138 countries across the globe.

Hetero Drugs is the parent company in the Hetero group of companies and other companies
which are part of the group are Hetero Labs, Hetero Research Foundation, Symed Labs
Limited, Cirex Laboratories, Genx Laboratories and also foreign subsidiaries such as Invagen
Inc., in USA and Richmond Labs in Argentina, etc., Also now Hetero has its own retail chain
of pharmacy outlets in India named as Hetero Pharmacy.

Hetero has delivered 10 million doses of generic Tamiflu to the Indian government in May
2009 and shipped about 80 million doses to over 60 countries.

Hetero has received its second order from Indian government to supply another 10 million
doses of generic Tamiflu in August 2009.

FOUNDER

Dr. Bandi Parthasaradhi Reddy, Chairman & Managing Director of Hetero group is the
driving force behind this growing pharmaceutical phenomenon called “HETERO”. Hetero
was born in the year 1993 as a small API unit. Today, 17 years later, the name is synonymous
with leadership in pharmaceuticals with more than 18 manufacturing units and 8000
employees. An entity that is grown in stature by virtue of its combined strength in research,
manufacturing and marketing.

Dr. B.P.S.Reddy steered Hetero towards the forefront of global pharmaceutical industry with
his vision to be recognised as an aggressive company that combines its strength of R&D and
manufacturing with definite advantages in terms of cost and chemistry with a strong emphasis
on quality of the products. He is now focusing on giving new dimensions to Hetero in terms
of research and innovation programs in discovery research to take the company to greater
heights.

19
GLOBAL PRESENCE

Hetero exports its products across different regions – USA, Canada, Europe, Japan, Latin
America, Africa, Middle East, Far East, Australia, Russia & CIS, in the world and is catering
to the requirements of around 138 countries in the world.

Marketing Offices

India Hyderabad, Mumbai

USA New Jersey, New York
Russia
Brazil
China
Singapore
Thailand
UAE
Egypt
South Africa

SOCIAL RESPONSIBILITY

Social Responsibility Initiatives

Hetero recognizes its obligations towards the society and as a socially responsible
organization; we strive to take care of the less privileged sections of our society. We extend
our expertise to transform the lives of our people and make a difference to the society. In this
initiative, Hetero has adapted few villages for their overall development.

Education
Hetero assists in setting up of schools where there is no access to education facilities,
providing financial assistance to the poor students who have promising academic record,
adapting schools.

Sports
Sponsors athletics from various educational institutions to participate in National and

20
International level competition.

Medical
Hetero conducts periodical medical camps at various locations in socially backward areas to
provide timely medical assistance to the needy. Hetero has liberally donated medicines to the
Government of India, Government of A.P. and to various Hospitals.

RESEARCH & DEVELOPMENT

Research & Development is the foundation of Hetero’s philosophy of developing cost-

effective, high quality and safe medicines to society. Hetero Research Foundation is one of
the most innovative, productive, and respected a scientific research organization which is
recognized by the Department of Science & Technology, Government of India.

Hetero Research Foundation (HRF) has a team of over 400 dedicated scientists working in the
areas of Process, Analytical and Discovery Research. R & D centre conforms to international
standards and has advanced equipment for both basic and applied research.

Process Research

HRF has developed process for 150 plus molecules for various markets. The R&D team is
actively involved in process development, scaling-up technology transfer and associates with
the manufacturing team through out life cycle of the product.

HRF has always been emphasizing to ensure that the processes being adopted for the products
are cost effective, safe to handle and with optimum advantage in terms of yield and quality.

Analytical Research

21
Analytical research at HRF is equipped to conduct complete physical and chemical
characterization of API’s/ NCE’s. Further, the team is well versed with regulatory filings and
has vast experience in documentation. The infrastructure includes advanced instruments like
LC-MS-MS, GC-MS, NMR, and Powder XRD apart from several HPLC systems.

Manufacturing Infrastructure

Hetero group as a whole has 18 Manufacturing facilities at various locations encompassing

manufacturing of Active Pharmaceutical Ingredients and Finished Dosage Products.

Committed to quality, safety and environment, most of our manufacturing facilities have been
inspected and approved by the US FDA, WHO-Geneva, Spanish Agency of Medicines &
Health care products, ANVISA-Brazil, IDA-Netherlands etc.,

HETERO PHARMACY

Hetero Drugs, the parent company established in 1993 is one of the largest Indian
pharmaceutical companies with over 2000 crores in revenues and employs more than 5000
employees. Hetero is a vertically integrated pharmaceutical company and is a leading player
in API’s and finished dosages.

22
Hetero Group launched its Retail Pharmacy Chain “Hetero Pharmacy” Your family
Medical Shop, its first store in Hyderabad and has grown to over 100 stores in the last twelve
months of which 75 are at Hyderabad and the rest in cities like Vijayawada, Vizag, Tirupati,
Rajahmundry, Kakinada, Srikakulam, Nizamabad, Karimnagar, Mehaboobnagar and Guntur
of Andhra Pradesh and plans to establish 1000 Pharmacies in the coming 2 years.

Having a strong commitment and experience in bringing quality medicines to all, Hetero
entered into the pharmacy services as part of its integration strategy. Having a strong
knowledge in this space we believe we can provide high quality services to our customers.

Less than year after the launch of Hetero Pharmacy in Hyderabad, we scaled up to more than
100+ pharmacies across AP. We are still growing aggressively to serve our customers better.

Hetero also has its outlets at the prestigious Nizam’s Institute of Medical Sciences (NIMS)
Punjagutta, Hyderabad and GMR international airport, Hyderabad.

At the pharmacy outlets they provide:

Qualified & trained Pharmacists

Helps you comply with prescription instructions. No scope for spurious drugs, expired
medicines and substitution

Availability of wide range of medicines

Pharmacy, surgical, disposables, ARV, anti-cancer, life saving and general

Healthcare products by Indian and International companies

Storage as specified
Stocking drugs as per prescribed temperature standards, thereby retaining their quality and
effectiveness

Computerized billing system

23
Proper display of batch numbers, price & expiry with no waiting time

Low Prices
Special discount on printed M.R.P

Patient education leaf-lets

Health tips & dietary suggestions

SPECIAL FEATURES

Monsoon offer:
This rainy season Purchase worth Rs. 2000/- and above at any of the Hetero Pharmacies and
get a Windcheater FREE

Extra saving on Glucometers:

Accu check Active Kit MRP. Rs. 1990
Hetero special offer price Rs. 1490
Special offer on Mamy Poko Pant Diapers:
Buy Mamy Poko Pants (pant style diapers). Medium 20's or Large 20's or Extra karge 16's

Get a FREE Johnson's Baby Soap worth Rs. 31/-.

Buy medicines & Get free diagnostics:
18% - Purchase medicines for Rs.1000 & above! Get free ECG test voucher worth Rs.180

15% - Purchase medicines for Rs.675 & above! Get free sugar test voucher worth Rs.100
10+15% - Purchase medicines for Rs.500 & above! 10% off on medicines & 15% off on all
lab investigations.

Summer special offer:

Purchase medicines worth Rs.300 & above.
Get a FREE pedal hand fan, apart from regular 10% discount.
Regular 10% Discount:

24
10% discount on medicines and special offers on health care products and free home delivery
at your convenient date & time

HETERO FAMILY CARD

Hetero Family Card offers to customers to healthcare needs of their family. Register Hetero
family card as a member and use our exclusive benefit card which provides a safe, secure and
reliable way to extend healthcare support to your family. As a bonus you will also receive our
exclusive 10% discount on medicines and special offers on other healthcare products.

Hetero family card Benefits:

Provides more attention and exclusive privileges to our customers

Enjoy shopping at any of our 100+ pharmacies with convenience

10% Discounts on medicines

Free reminder Service

Free home delivery services

Inform you about special offers & additionally time to time discounts

Serve you better and fulfilling your pharmacy needs

25
 JUBILEE HILLS OUTLET

(SOURCE: http://www.heteropharmacy.com/images/Jubilee%20hills%2001.jpg)

26
 CHAPTER IV

OBJECTIVES OF STUDY

The customer response to Hetero Pharmacy services is studied using the following
criteria:
1. To study various factors, which influence the customers while visiting the outlet/s.
2. To find out factors, which help in building loyalty of the customers towards the
particular pharmacy.
3. To find out the effectiveness of the services provided.
4. To relate whether the given services help in increasing sales or not.
5. To study various other strategies which will help improve the customer response.

SCOPE OF STUDY

27
 1. The scope of the study is to find out the satisfaction levels of the customers’ visiting
Hetero Pharmacy.
2. The main aim would be at finding out those factors which are the strengths and areas
of development for Hetero pharmacy.
3. To identify methods to fill the recognized gaps.

RESEARCH METHODOLOGY

A research methodology defines what the activity of research is, how to proceed, how to
measure progress, and what constitutes to the success of the study.

The methodology used in carrying out this research is depicted below:

Secondary data sources:

The various sources from which data was obtained prior to the project which helped in giving

a direction to the study are:

Company reports, journals, pamphlets, staff at the outlet, sources from various pharmacies

and related websites.

Primary data collections:

The primary data has been obtained from the customers who visit the outlets and by even

visiting the residences of the customers:

28
Simple random sampling technique is used to collect primary data. As the intended market

research is to be done only in West Marredpally area, different colonies around that area are

chosen and the sample is chosen randomly from these places. The primary data is collected by

using a structured questionnaire and an unstructured interview. The questionnaire was a

guided one and is filled in by the customers and in some places by me based on their remarks.

The various components of the sample design are given below.

Sample population:

Customers residing in West Marredpally area

Sampling frame:

Sample is collected from residents of West Marredpally living in apartments as well as

independent houses

Sampling unit:

Hetero Pharmacy Customers

Sample method:

Random sampling

Sample size:

50 customers

Sampling tools:

1. Structured questionnaire

2. Unstructured interview

29
LIMITATIONS

1. The study is limited to a particular area in Secunderabad, where the outlet is

located.
2. The time available for the project is limited because of which a large population
could not be targeted.
3. The recommendations were given based on the primary data collected from
customers. Some details given by them are assumed to be true.

4. Some of the respondents were family members of the customers.

5. The rural areas have not been included in this study.

30
CHAPTER V

31
 ANALYSIS AND INTERPRETATIONS

Based on the questions asked to customers, the following analysis has been put up.

GENDER (SAMPLE SIZE=50)

MALE- 29 FEMALE- 21

INTERPRETATION: Majority of people visiting the pharmacy outlet are males.

This is 58%. And women are 58%

1) I prefer Hetero pharmacy to other pharmacy outlets * (* = required)

Strongly Agree 5
Agree 32
Neutral 11
Disagree 2
Strongly Disagree 0

INTERPRETATION: The people who prefer Hetero pharmacy outlets to others form a
majority. Where 64% of them agree followed by 22% neutral and then 10% strongly agree.

32
2) I believe Hetero pharmacy is different from the others *

Strongly Agree 2
Agree 28
Neutral 19
Disagree 1
Strongly Disagree 0

INTERPRETATION: A majority of 56% people agree that Hetero pharmacy is different from
others. And 38% people are neutral about it.

3) Hetero pharmacies are ideally located *

Strongly Agree 2

33
 Agree 36
Neutral 12
Disagree 0
Strongly disagree 0

INTERPRETATION: A large majority of 72% people agree that Hetero pharmacy is ideally
located. While 24% of them are neutral about this.

4) I am satisfied with the discount given *

Strongly Agree 4
Agree 27
Neutral 8
Disagree 10
Strongly Disagree 0

34
INTERPRETATION: Only about half of the customers are satisfied with the discounts, which
comes up to 55% where as 21% of them disagree, and 16% of them are neutral about it.

5) I am satisfied with the product availability at the outlets *

Strongly Agree 5
Agree 27
Neutral 8
Disagree 10
Strongly Disagree 0

INTERPRETATION: Only 54% customers are satisfied with the product availability, 20%
are dissatisfied and 16% are neutral.

6) I feel Hetero should be made a 24 hour pharmacy *

35
 Strongly Agree 29
Agree 20
Neutral 1
Disagree 0
Strongly Disagree 0

INTERPRETATION: 58% of the customers strongly agree that it should be made a 24 hour
pharmacy; where as 44% of them agree to the same.

7) I am satisfied with the staff at Hetero *

Strongly Agree 11
Agree 33
Neutral 6
Disagree 0
Strongly Disagree 0

36
INTERPRETATION: 66% of the customers are satisfied with the staff and 22% of the
customers are extremely satisfied with the staff.

8) Service is given quickly at the outlet *

Strongly Agree 4
Agree 36
Neutral 9
Disagree 0
Strongly Disagree 1

INTERPRETATION: A majority of 72% agrees to the question asked and 18% of them are
neutral in their views.

9) I am satisfied with the home delivery service *

37
 Strongly Agree 3
Agree 19
Neutral 28
Disagree 0
Strongly Disagree 0

INTERPRETATION: 56% majority of the customers are neutral about their views on home
delivery service. While 38% of them agree with it.

10) The outlet is attractive and neatly kept *

Strongly Agree 8
Agree 36
Neutral 5
Disagree 1
Strongly Disagree 0

38
INTERPRETATION: 72% customers agree and 16% strongly agree that the outlet is
maintained neatly.

11) I prefer getting reminders from the call centers *

Strongly Agree 1
Agree 27
Neutral 12
Disagree 7
Strongly Disagree 3

INTERPRETATION: Only 54% of the customers prefer getting reminders where as 24% are
neutral and 14% disagree to it.

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12) I believe Hetero should give more discounts *

Strongly Agree 19
Agree 27
Neutral 4
Disagree 0
Strongly Disagree 0

INTERPRETATION: A majority of 54% customers agree and 38% strongly agree that Hetero
should offer more discounts.

13) The home delivery service is given on time *

Strongly Agree 4
Agree 27
Neutral 19
Disagree 0
Strongly Disagree 0

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INTERPRETATION: 54% customers agree that home delivery is given on time, where as
34% customers are neutral about it.

14) Hetero pharmacy should hold more products than ones presently available *

Strongly Agree 16
Agree 31
Neutral 2
Disagree 0
Strongly Disagree 1

INTERPRETATION: 62% customers agree and 32% customers strongly agree that Hetero
should hold more products.

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15) Hetero pharmacy should offer more services *

Strongly Agree 16
Agree 28
Neutral 6
Disagree 0
Strongly Disagree 0

INTERPRETATION: Most of the customers, 56% agree and one-third 32%, strongly agree
that more services should be offered.

16) I would want Hetero to open more outlets *

Strongly Agree 10
Agree 36

42
 Neutral 4
Disagree 0
Strongly Disagree 0

INTERPRETATION: 72% agree and 20% strongly agree that Hetero should open more
outlets.

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 CHAPTER VI

FINDINGS

1. Many people feel that Hetero pharmacy is ideally located.

2. Customers are satisfied with the staff responsiveness.
3. They should add more products to their list.
4. They should increase their stock holding.
5. Hetero should open more outlets.
6. Customers would want more discounts.
7. Customers very much feel that Hetero should be a 24 hour pharmacy.
8. All customers are not aware of the home delivery service.
9. Customers do not really prefer the call centre reminder service.

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SUGGESTIONS:

1. The availability of products needs to be improved upon as either medicine is not

available on time or the stocks are not very sufficient.
2. Increase people’s awareness on the free home delivery service.
3. The discount percentage should be marginally increased in comparison with the
competitors.
4. The staff shouldn’t be changed very often, as the customers over time get well
acquainted and develop rapport with the staff.
5. The staff of particular outlets has to be very courteous, patient and polite with the
customers.

45
 6. If Hetero can be made a 24 hour pharmacy they will get edge over the others, but in
case that’s not possible, at least medicines should be made available at odd hours in
case of emergency.
7. Should provide pathology labs and diagnostic centers’ facility.
8. The location of the outlet should be changed, because the current location is nearer to
the slum area, which in turn affects the sales and even there is presence of lot of
competitors like Medplus, Apollo, and other local pharmacies.

Hence, they could shift their shop to a more developed area, where better acceptance
from the people is there.

LEARNINGS

1. From this research project I have learned the importance of Customer Response
towards better Customer Relationship Management.

2. Retail pharmacy is a highly competitive sector.

3. Branded players in this sector face immense competition from unorganized sector.

4. Services are the only way to get the edge in such competitive sectors.

5. Customers are ready to go that extra mile where they will get better services.

BIBLIOGRAPHY

TEXT BOOKS:

• Philip Kotler, Marketing Management,2009, 13th Edition

• Shane P. Desselle, David P. Zgarrick, Pharmacy management: Essentials for all
practice settings
• Rajendra Nargundkar, Services Marketing, 3rd Edition
• KordaMentha, Retail Pharmacy – Industry Vitals, June 2006

46
 • Department of Fair Trading, Customer Service Guidelines- How happier customers
can lead to healthier business, NSW

RESEARCH PAPERS:

• N. P. Archer and G. O. Wesolowsky, “Consumer response to service and product

quality: A study of motor vehicle owners”, Journal of Operations Management
Volume 14, Issue 2, June 1996, Pages 103-118
• Joyce M. Hoffman, Satish Mehra, (2000) "Efficient consumer response as a supply
chain strategy for grocery businesses", International Journal of Service Industry
Management, Vol. 11 Issue: 4, pp.365 – 373
• Carolyn Heinze, “LEESBURG PHARMACY: WHERE CUSTOMER SERVICE
BECOMES PATIENT CARE” Published Online: February 1, 2008

WEBSITES:
• www.wikipedia.com

• www.pharmainfo.net

• www.heteropharmacy.com

• www.heterodrugs.com

• www.dbresearch.com/.../PROD0000000000224095.pdf

• biotechindia.wordpress.com/2008/.../an-overview-of-the-indian-pharmaceutical-

industry

• http://marketingteacher.com/lesson-store/lesson-services-marketing.html

• www.informaworld.com

• http://www.pharmacytimes.com/career/pharmacy/2008

• http://www.sciencedirect.com/science

47
QUESTIONNAIRE

CONSUMER RESPONSE ON HETERO PHARMACY SERVICES

* Required
Top of Form

Name *

48
Gender *

• Male

• Female

Address *

Phone *

Customer ID *

I prefer Hetero pharmacy to other pharmacy outlets *

• Strongly Agree

• Agree

• Neutral

• Disagree

49
 • Strongly Disagree

I believe Hetero pharmacy is different from the others *

• Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

Hetero pharmacies are ideally located *

• Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

I am satisfied with the discount given *

50
 • Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

I am satisfied with the product availability at the outlets *

• Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

I feel Hetero should be made a 24 hour pharmacy *

• Strongly Agree

• Agree

51
 • Neutral

• Disagree

• Strongly Disagree

I am satisfied with the staff at Hetero *

• Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

Service is given quickly at the outlet *

• Strongly Agree

• Agree

• Neutral

• Disagree

52
 • Strongly Disagree

I am satisfied with the home delivery service *

• Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

The outlet is attractive and neatly kept *

• Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

I prefer getting reminders from the call centers *

53
 • Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

I believe Hetero should give more discounts *

• Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

The home delivery service is given on time *

• Strongly Agree

• Agree

54
 • Neutral

• Disagree

• Strongly Disagree

Hetero pharmacy should hold more products than ones presently available *

• Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

Name a few *

Hetero pharmacy should offer more services *

• Strongly Agree

55
 • Agree

• Neutral

• Disagree

• Strongly Disagree

Name a few *

56