Pharmaceutical Marketing: Factors Affecting Consumers’ Purchase Intention when Buying OTC (over the Counter) Drugs PDF Download
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Author: Gabriella Farkas
Publisher:
ISBN:
Category :
Languages : en
Pages : 87
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Book Description
The OTC (over-the-counter) pharmaceutical industry is an ever-expanding field where significant investments are made to enhance marketing and sales performance. The buyer of an OTC drug is not only a mere customer but is also a patients with certain health conditions. This significance of the OTC drug creates a sense of urgency not only to buy a product, but to treat an ailment. Therefore, targeting consumer preferences and understanding the purchasing intention consumers have when buying OTC drugs if of increased importance. The objective of this thesis is to discover and analyse the most significant factors that influence the consumer behaviour of OTC drugs and alter purchasing intention. Moreover, the implementation of Ajzens Theory of planned behaviour is reflected on the research by establishing a hierarchical structure regarding whether attitude, subjective norms or perceived behavioural control has the most influence on purchasing intention. To obtain feasible answers for the thesis objectives, an empirical research design was set up through a quantitative study and an online questionnaire. The findings of the empirical research suggest that attitude has the most influence on purchasing intention that is also statistically significant. Attitude is followed by subjective norms. Perceived behavioural control does not have a statistically significant influence on purchasing intention. The findings of the literature review suggest that other factors such as price, past experience and perceived trust towards the pharmaceutical brand also contributes to altering purchasing intentions. These results might have certain implications for marketers to properly assess consumer preferences and target them accordingly whilst satisfying patient needs. Moreover, actors of the pharmaceutical industry can benefit through obtaining first-hand consumer insights and apprehensions when buying their products. In addition, consumers can also gain an elaborate understanding on their
Author: Gabriella Farkas
Publisher:
ISBN:
Category :
Languages : en
Pages : 87
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Book Description
The OTC (over-the-counter) pharmaceutical industry is an ever-expanding field where significant investments are made to enhance marketing and sales performance. The buyer of an OTC drug is not only a mere customer but is also a patients with certain health conditions. This significance of the OTC drug creates a sense of urgency not only to buy a product, but to treat an ailment. Therefore, targeting consumer preferences and understanding the purchasing intention consumers have when buying OTC drugs if of increased importance. The objective of this thesis is to discover and analyse the most significant factors that influence the consumer behaviour of OTC drugs and alter purchasing intention. Moreover, the implementation of Ajzens Theory of planned behaviour is reflected on the research by establishing a hierarchical structure regarding whether attitude, subjective norms or perceived behavioural control has the most influence on purchasing intention. To obtain feasible answers for the thesis objectives, an empirical research design was set up through a quantitative study and an online questionnaire. The findings of the empirical research suggest that attitude has the most influence on purchasing intention that is also statistically significant. Attitude is followed by subjective norms. Perceived behavioural control does not have a statistically significant influence on purchasing intention. The findings of the literature review suggest that other factors such as price, past experience and perceived trust towards the pharmaceutical brand also contributes to altering purchasing intentions. These results might have certain implications for marketers to properly assess consumer preferences and target them accordingly whilst satisfying patient needs. Moreover, actors of the pharmaceutical industry can benefit through obtaining first-hand consumer insights and apprehensions when buying their products. In addition, consumers can also gain an elaborate understanding on their
Author: Kanupriya Adlakha
Publisher: LAP Lambert Academic Publishing
ISBN: 9783659758584
Category :
Languages : en
Pages : 96
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Book Description
The consumer buying behavior is very important for any product that consumers' purchase on their own.In recent times there has been an increase in the number of over the counter medicines available in the market.The prescription based drugs are entirely dependent on the doctor detailing.Over the counters are slowly gaining momentum with the consumer.Due to this preference of people towards self medication becoming stronger, hence comes a need for identifying what factors are leading to a shift from prescription to self medication(over the counter drug segment)and also identifying the buying behavior of the consumers with over the counter medicines.The study also aims at identifying the buying behavior of consumer with respect to OTC's.The study is supplemented with certain hypothesis tests on the relationship shared by various independent attributes, to determine the factors influencing behaviors along with divulging the unmet needs of the consumers in the segment.The study has found that the key factors influencing purchase decision of OTC's are the side effects for the medicines, the availability, the information on the labels, brand name etc
Author: Michaela Pichlbauer
Publisher:
ISBN:
Category :
Languages : en
Pages : 72
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Book Description
Die Österreichische Pharmazeutische Industrie ist sehr speziell, da sie vielenRichtlinien und Regulierungen unterworfen ist. Der hauptsächliche Grund dafür ist, dieHerstellung und das Anbieten von Produkten, die Auswirkungen auf den menschlichenKörper und seine Gesundheit haben. Die Arbeit konzentriert sich auf dasMarktsegment der nicht rezeptpflichtigen Arzneimittel welches obwohl kein Rezeptverlangt wird, auch von einigen Verordnungen abhängig ist.Weiters analysiert die Arbeit das Konsumentenverhalten und alle Variablen die wichtigfür die Entscheidungsfindung sind und den Entscheidungsvorgang definieren.Außerdem wird unter Berücksichtigung aller Markteigenschaften versucht dietheoretischen Models mit dem Marktsegment der rezeptfreien Produkte zu verknüpfenund anzuwenden.Aufgrund der allgemeinen Marktstruktur ist erfolgreiches Marketing für nichtrezeptpflichtige Arzneimittel sehr herausfordernd und eine enge Beziehung mit demKonsumenten äußerst schwierig zu erreichen, was die Entwicklung vonMarkenloyalität fast unmöglich macht. Ein Grund für diese Tatsache könnte sein, dasspharmazeutische Konsumenten sehr kritisch gegenüber den Produkten sind. Die Arbeitführt eine wissenschaftliche Konsumentenstudie durch um deren Kaufgewohnheitenund essentielle Faktoren die das Verhalten beeinflussen zu identifizieren.*****The Austrian pharmaceutical industry is based on a lot of regulations and restrictionsas it offers special goods that influence human beings body and health. The focus onthis thesis is the Over-the-Counter drug segment which is also subject to legalrestrictions although no prescription is required.The paper analyses the consumer buying behavior and the variables that shape theprocess of decision making. Furthermore, it tries to apply the theoretical models to thenon prescription drug segment by considering all the industry characteristics.Due to the overall structure of this market successful marketing for non prescriptiondrugs is very special and seems to face several challenges in order to establish a closerelationship with the consumer. Moreover brand loyalty among consumers is evenmore difficult to develop in this specific market. One main reason for this might alsobe the fact that pharmaceutical consumers in general are extremely critical whenchoosing a product to purchase.In order to analyse consumer purchasing habits and identify relevant factors that areof highest importance to them the thesis conducts an empirical research.
Author: Simona Vlad
Publisher: Springer
ISBN: 3319528750
Category : Technology & Engineering
Languages : en
Pages : 371
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Book Description
This volume presents the contributions of the fifth International Conference on Advancements of Medicine and Health Care through Technology (Meditech 2016), held in in Cluj-Napoka, Romania. The papers of this Proceedings volume present new developments in - Health Care Technology, - Medical Devices, Measurement and Instrumentation, - Medical Imaging, Image and Signal Processing, - Modeling and Simulation, - Molecular Bioengineering, - Biomechanics.
Author: Isabell Koinig
Publisher: Springer
ISBN: 3658131349
Category : Business & Economics
Languages : en
Pages : 393
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Book Description
Isabell Koinig examines how a standardized promotional message for a fictitious over-the-counter (OTC) medication is perceived by consumers in four different countries (Austria, Germany, the U.S., and Brazil), and the degree to which it contributes to their self-empowerment. Building on previous research, informative appeals were expected to not only be most appealing, but also to aid consumers in making qualified and reasonable decisions, educating and “empowering” them by strengthening their beliefs in their own capabilities. A field study on three continents revealed mixed promotional messages to be most effective with regard to both ad evaluation and consumer self-empowerment.
Author: National Academies of Sciences, Engineering, and Medicine
Publisher: National Academies Press
ISBN: 0309468086
Category : Medical
Languages : en
Pages : 235
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Book Description
Thanks to remarkable advances in modern health care attributable to science, engineering, and medicine, it is now possible to cure or manage illnesses that were long deemed untreatable. At the same time, however, the United States is facing the vexing challenge of a seemingly uncontrolled rise in the cost of health care. Total medical expenditures are rapidly approaching 20 percent of the gross domestic product and are crowding out other priorities of national importance. The use of increasingly expensive prescription drugs is a significant part of this problem, making the cost of biopharmaceuticals a serious national concern with broad political implications. Especially with the highly visible and very large price increases for prescription drugs that have occurred in recent years, finding a way to make prescription medicinesâ€"and health care at largeâ€"more affordable for everyone has become a socioeconomic imperative. Affordability is a complex function of factors, including not just the prices of the drugs themselves, but also the details of an individual's insurance coverage and the number of medical conditions that an individual or family confronts. Therefore, any solution to the affordability issue will require considering all of these factors together. The current high and increasing costs of prescription drugsâ€"coupled with the broader trends in overall health care costsâ€"is unsustainable to society as a whole. Making Medicines Affordable examines patient access to affordable and effective therapies, with emphasis on drug pricing, inflation in the cost of drugs, and insurance design. This report explores structural and policy factors influencing drug pricing, drug access programs, the emerging role of comparative effectiveness assessments in payment policies, changing finances of medical practice with regard to drug costs and reimbursement, and measures to prevent drug shortages and foster continued innovation in drug development. It makes recommendations for policy actions that could address drug price trends, improve patient access to affordable and effective treatments, and encourage innovations that address significant needs in health care.
Author: United States. Federal Trade Commission. Bureau of Consumer Protection
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 32
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Book Description
Author: Dr. Bijal Zaveri
Publisher: Archers & Elevators Publishing House
ISBN: 8119653599
Category : Antiques & Collectibles
Languages : en
Pages : 249
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Book Description
Marketing is a dynamic and ever-evolving field that requires constant adaptation and innovation to keep up with the changing times. In today's world, marketing strategies are more important than ever, as businesses strive to stay ahead of the competition and meet the changing needs and preferences of consumers. This book brings together a diverse range of topics related to marketing, including consumer preferences, AI and machine learning, online gaming, market segmentation, and more. Each chapter offers valuable insights and practical tips that can help businesses develop effective marketing strategies and reach their target audience. Whether you are a marketing professional, business owner, or a student looking to learn about marketing, this book has something for everyone. With real-life case studies and examples, readers will learn from successful marketing campaigns and gain a deeper understanding of the factors that influence consumer behaviour. The chapters in this book cover a wide range of topics, from the impact of AI and machine learning in marketing strategy to the influence of product packaging on consumer behaviour. Each chapter offers unique perspectives and insights into the world of marketing, providing readers with a comprehensive overview of this fascinating field. The book will be an invaluable resource for our understanding of marketing concepts, theories, and practices. The chapters have provided us with insightful and thought-provoking discussions on various topics, such as consumer behavior, marketing strategies, and emerging trends in the industry. We hope this book will inspire you to think creatively and strategically about your marketing efforts and help you achieve your business goals. We encourage you to read each chapter thoroughly, take notes, and apply the principles and techniques discussed to your marketing endeavors. With the insights and knowledge gained from this book, you will be better equipped to navigate the complex world of marketing and develop effective strategies that resonate with your target audience.
Author: Howard Thomas
Publisher: Wiley
ISBN: 9780471904236
Category : Business & Economics
Languages : en
Pages : 520
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Book Description
This contributed volume provides a forum for research in strategic marketing and for examining the links between strategic marketing and strategic management. Topics include concepts of planning in strategic management; planning techniques and their role as strategic inquiry systems; competitive strategy and strategic competition; analytical modelling in strategy; generic strategy marketing prescriptions; and future conclusions and research directions.
Author: Min Ding
Publisher: Springer Science & Business Media
ISBN: 1461478014
Category : Medical
Languages : en
Pages : 763
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Book Description
The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success—or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: · An extensive literature review, including coverage of research from fields other than marketing · an overview of how practitioners have addressed the topic · introduction of relevant analytical tools, such as statistics and ethnographic studies · suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.
