A SYNOPSIS REPORT ON

‘’ A STUDY ON CONSUMER BEHAVIOUR IN

PHARMACEUTICAL SECTOR’’

Dissertation submitted in partial fulfillment of the requirements for

The award of the degree of
MASTER OF BUSINESS ADMINISTRATION

OF

BANGALORE UNIVERSITY

Submitted
BY
MD.ISTEAQUE HUSSIAN
Reg. No. 17QTCMD027
Under the guidance of

Prof. Priyanka

Assistant Professor

AVK INSTITUTE OF MANAGEMENT See No. 69, Pipe Line Road,

BWSSB Road, Chikkagollarahatti, Vishwaneedam Post, Bengaluru,
Karnataka – 560091
2018-2019
 A REPORT ON SYPNOSIS

INTRODUCTION:

India is the largest provider of generic drugs globally. Indian pharmaceutical sector industry
supplies over 50 per cent of global demand for various vaccines, 40 per cent of generic
demand in the US and 25 per cent of all medicine in UK.
India enjoys an important position in the global pharmaceuticals sector. The country also
has a large pool of scientists and engineers who have the potential to steer the industry
ahead to an even higher level. Presently over 80 per cent of the antiretroviral drugs used
globally to combat AIDS (Acquired Immune Deficiency Syndrome) are supplied by Indian
pharmaceutical firms.
The pharmaceutical sector was valued at US$ 33 billion in 2017. The country’s
pharmaceutical industry is expected to expand at a CAGR of 22.4 per cent over 2015–20 to
reach US$ 55 billion. India’s pharmaceutical exports stood at US$ 17.27 billion in FY18 and
have reached US$ 15.52 billion in FY19 (up to January 2019). Pharmaceutical exports include
bulk drugs, intermediates, drug formulations, biologicals, Ayush & herbal products and
surgicals.

India’s domestic pharmaceutical market turnover reached Rs 129,015 crore (US$ 18.12
billion) in 2018, growing 9.4 per cent year-on-year (in Rs) from Rs 116,389 crore (US$ 17.87
billion) in 2017.

TITLE OF THE STUDY:

The stated topic is a study on ““A STUDY ON CONSUMER BEHAVIOUR IN
PHARMACEUTICAL SECTOR”
Statement about the problem

There should be proper management in the organization for consumer behaviour or else it
will be harmful for the organization. Some consequences of under assessment of consumer
behaviour are:
• Growth may be stunted. It may become difficult for the enterprises to undertake
profitable projects due to non-availability of consumers.

• Implementations of operating plans may brome difficult and consequently the profit
goals may not be achieved.

• Cash crisis may emerge due to paucity of working funds due to insufficient amount
of consumers.

• Optimum capacity utilization of fixed assets may not be achieved due to non-
availability of the working capital just for less consumers.
Why is the particular topic chosen?

I choose this particular topic as I want to get knowledge about the same as well as various
benefits related to this like:
• It creates a Feeling of Security and Confidence

• ‘Must’ for Maintaining Solvency and Continuing Production

• Sound Goodwill and Debt Capacity

• Easy Loans from the Banks

• Distribution of Dividend

• Meeting Unseen Contingency

• Increased Production Efficiency

Objective and scope of the project

There are many objectives related to the good management for consumer behaviour such
as:
• To maximize profit of the firm.

• To help in timely payment of bills.

• To maintain sufficient current assets.

• To ensure adequate liquidity of the firms.

• It protects the solvency of the firm.

• To discharge current liabilities.

• To increase the value of the firm.

• To minimize the risk of business.

Methodology (including a summary of the project)

• Data will be from newspapers, magazines and internet

• Sources of data will be secondary

• Tools of data collection will be research data collected by industry experts &
prior years Historical data

There are two types of research i.e. Primary research and Secondary research. As it is a
secondary research, all the data is selected after rigorous analysis of articles from
newspapers, magazines and internet. All the research collected is done by professional
analyst across the world and is compiled in this project synopsis to understand the impact of
training and development in an organization more effectively.
What contribution would the project make?

This project has been prepared by me to throw the light on the importance of good
consumer behaviour by small scale industries. Working capital is the lifeline of an
organization. Efficient management of consumer behavior is one of the pre-conditions for
the success of an enterprise. Efficient management of consumer behavior means
management of various components of consumer behavior in such a way that an adequate
amount of working capital is maintained for smooth running of a firm and for fulfillment of
twin objectives of liquidity and profitability. While inadequate amount of working capital
impairs the firm's liquidity, holding of excess working capital results in the reduction of the
profitability. But the proper estimation of working capital actually required, is a difficult task
for the management because the amount of working capital varies across firms over the
periods depending upon the nature of business, scale of operation, production cycle, credit
policy, availability of raw materials, etc.