104 To Market the products knowing the consumers is not the only part for the companies, Also they have to concentrate the channel members. “Consumer is king”, the statement carries profound truth in it. Today the success of any firm depends upon consumer satisfaction. To contact, to convince, to stimulate the consumers, help of retailers is most important. Retailers are considered as main source to contact all kinds of consumers irrespective of market areas like rural, urban, & semi-urban. Retailers’ perception is playing a pivotal role for gaining consumer attention. This study deals with the retailing trend and perception of retailers towards Pharma industry https://jbrmr.com/details&cid=104 https://jbrmr.com/cdn/article_file/i-13_c-104.pdf Volume 06 Issue 2 13 2012-04-01 2012-06-18 no Convince Health Care Greater Accessibility Personalised Care Organised Pharma none 565290 43 0 N.Sulaiman Annamalai University Study Centre P V.Balakrishnan Anna University of Technology