Impact of packaging appearance of pharmaceutical products on customers

The focus of this research is to study the effect of package appearance & labeling of pharmaceutical products on doctors prescription behavior and consumer buying behavior. The study uses a qualitative research style to collect data, using questionnaire as the form of data collection method. The pilot study was also carried out by personally interviewing the doctors & consumers from Mohali with the sample questionnaire prepared. Factor Analysis and ANOVA has been used in the study to interpret the data. It was found out that Innovative product packaging & Labeling leads to Increase in Price but it also gives a greater satisfaction level to the customers as Innovative product package has the positive effect on the purchase decision. Packaging & Labeling helps in identifying the brand & differentiate it from the competitors. Thus packaging is important even in pharmaceutical industry.