CONSUMER DECISION-MAKING IN MEDICINE PURCHASES: A COMPARATIVE STUDY OF PRESCRIPTION AND OTC MEDICATIONS
Keywords:
Consumer buying Behavior, prescribed medicine & OTC medications.Abstract
Consumer pharmaceutical buying behavior of prescribed and OTC medications are influenced by corporation image, advertisement etc.These may cause lot of adverse effects on health of the consumer. The investigator has conducted the study on “Consumer pharmaceutical buying behavior: Prescribed and OTC medications. Objectives: To determine the factors Influencing the Purchase Decision of prescribed and OTC medications 2.To analyze the factors adopted by the consumers to purchase OTC Medications. Methods: A quantitative research approach of descriptive research design was used .By using simple random sampling technique a total of 60 samples were recruited and data were analyzed using descriptive and inferential statistics .Results: Factors Influencing the Purchase Decision of prescribed and OTC medications, unveiled the significant difference in factors influencing consumers’ purchase decision of the medications at level p<0.05. Analysis of Influence of Advertisement Posters on Purchase Decision of Medications in Pharmacy and first intension to visit pharmacy to purchase prescribed medicines or OTC medicines disclosed the significant difference at level p<0.05 . Factor Analysis on OTC Medicines Adopted by the Consumers disclosed that use of OTC
medicine is high risk and may lead to adverse effects. Conclusion: OTC medicines can lead to serious health problems like addiction on prolonged use and organ damage.
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References
Buetwo, S A, Sibbald B, Cantrill J. A, and Halliwell S. (2000), “Appropriateness in health care”, application to prescribing, Social science and medicine, 45-261.
Chi, Cheng Lain (1998), “Assessment of Outpatient Prescriptions in a Teaching Hospital”, Unpublished Dissertation, Medicine College of Taipei, Taipei.
Chen, Hsiu-Shu (2000), “A study of competitive strategies of brand name athletic footwear in Taiwan”, Unpublished Dissertation, National Univ. of Taiwan, Taipei.
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