Vital Factors Influencing Purchase of Over the Counter (Otc) Medicines: Brand Experiences of Gen X and new age Indian women

Generic Medical stores are opened in India by as Government Initiative called JAN-AUSHADHI in order to
bring down the Health Care Budget of every Citizen .At this point of time a study regarding the influence of
Purchase of Over the counter Medicines (OTC) by any individual has to be probed in .The major difference
between these generic stores and the conventional retailers is the brand name of the medicine and the company’s
brand image .Thereby this study is to envisage about the contribution of Brand Loyalty, Brand Image, Brand
Resonance, Brand Trust with the Brand Experience. A conceptual regression model was designed and named as
Role of brands for purchasing OTC brands Among Indian Women. The study highlights different generation and
confines to Gen X and Gen X and New Age Indian Women who fall between 28 to 53 years with women across
various professions such as advocates, doctors, academicians, engineering and technocrats, administrators,
media/entertainment, entrepreneur and others. Around 736 questionnaires were collected in and around Urban
Chennai, Semi Urban, Neyveli, Rural Soolurpet, Tirupur of India. The finest predicted relationship amid
independent variables and the dependent variable was done by means of Multiple Regression by using Statistical
Package for Social Science SPSS (21.0). The result shows that the brand experience of Gen X and New Age
Indian Women professionals is not significant with the brand loyalty, brand image but they are significant with
brand resonance, brand trust variables. Meanwhile Brand loyalty has a significant relationship with brand
resonance, brand trust and not significant with brand image. This research shall errand the policy makers and
pharmaceutical marketers to recognize regarding the brand experience of Gen X and New Age Indian Women.