Customer Preference Assessment for Blood Glucose Test Strips in India

August 29, 2016

Business Challenge

A pharmaceutical company was interested in understanding Indian doctors’ preference for various blood glucose test strips.


The client wanted to identify the existing and potential customers of glucose test strips – doctors who prescribe them to patients – to understand their perceived benefits, satisfaction levels, and attitudes toward various brands, and also to identify their purchase channels.


We conducted a customer survey covering 50+ medical practitioners using both telephone and online channels to ascertain the critical parameters that influence the preference for and purchase of glucose test strips in India.


Based on our insights, the client was able to determine the major purchase channels for glucose test strips and identify the attitude of customers toward local/ international brands, and it was also to realign its sales and pricing strategies to cater to changing customer requirements.

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