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Item Prescription of Generic Drugs Impact on Pharma Marketing Dispensation of of Medicines and Social Good(SRHU, 2024-06-20) Madan, SunilThe aim of the study is to examine influence of knowledge, attitude and practice on medical practitioners’ behavior towards generic drugs limiting its mass use. Most of the countries in the world, rich or poor, are taking more interest in generic medicines due to rising healthcare costs. Aside from the high out-of-pocket healthcare expenditures in India, affordability is also a challenge due to its demographics. Generic medicines offer an alternative to expensive medicines. Government is promoting use of generic medicines; doctors are being advised to prescribe medicines in generic names, however, there are several challenges in its mass use. The study is of national importance as it addresses the issue of low generic prescriptions despite unaffordable access to expensive branded medicines.