Abstract:
The 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.
