The Management of Non-Brand Pharmaceutical Product

Abstract

Since 2015, India began imposing the National Health Insurance program. One of the goals of implementing the program is to increase the use of generic drugs. This action was done to respond the low use of generic drugs, which is around 8%, in 2012 (World Bank, 2007). Therefore, this study tried to examine the factors that influence the purchase intention of generic drugs based on the information from physicians and pharmacists. Also the overall information risk with experience was used as moderating variable. The research sample for this includes 400 respondents. The questionnaires were distributed from September 2021 until December 2021. The questionnaire distribution takes a relatively long time due to the very small number of generic drug users were available. The result shows that physician information have the biggest effect on the purchase intention of generic drugs, and that experience has a significant effect as moderating variable.