https://ijiarec.com/ijiarec <p>IJIAREC- International Journal of Intellectual Advancements and Research in Engineering Computations is a leading international journal for publication of new ideas, the state of the art research results and fundamental advances in all aspects of computer science and engineering. IJIAREC is a scholarly open access, peer reviewed international journal with a primary objective to provide the academic community and industry for the submission of half of original research and applications related to Computer Science and Engineering.</p> Futuristic publications en-US International journal of intellectual advancements and research in engineering computations 2348-2079 https://ijiarec.com/ijiarec/article/view/1852 <p>This study investigates the dynamics of brand loyalty in the pharmaceutical industry in the context of generic drug entry. Through a mixed-methods case study of atorvastatin (Lipitor) post-patent expiry, we analyze consumer behaviour, physician prescribing trends, and market share changes. Using secondary data from IQVIA (formerly IMS Health) and primary surveys from healthcare providers and patients, we assess factors influencing brand preference post-generic introduction. Our findings suggest that brand loyalty persists among certain demographics due to perceived efficacy, physician influence, and marketing, though it diminishes over time as cost considerations prevail. Implications for pharmaceutical marketing strategy and health policy are discussed.</p> Sachin Verma Sharanyaa S Suraj Sathyam Gupta A Sneha R Copyright (c) 2026 2026-04-22 2026-04-22 14 2 201 206