Shohel, Mohammad and Islam, Tasnuva and Al-Amin, Md. Mamun and Islam, Asiful and Rahman, M. Mahfuzur (2013) Investigation of Consumer Attitudes, Intentions and Brand Loyal Behavior on the OTC Drugs in Bangladesh. British Journal of Pharmaceutical Research, 3 (3). pp. 454-464. ISSN 22312919
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Abstract
Aims: To investigate the consumers’ attitudes and intentions to exhibit brand loyal behavior of Bangladeshi consumer on over the counter (OTC) drugs.
Study Design: A cross- sectional survey.
Place and Duration of Study: Consumers from the five major hospitals (Dhaka, Bangladesh) had been surveyed between January 2012 and June 2012.
Methodology: The study was conducted among 100 OTC consumers in Bangladesh. Data were collected through questionnaire surveys and personal interviews.
Results: The experimental data suggest that direct experience with the product, price range and brand reliance are important determinants of repetitive purchase behavior on OTC drugs. Cost sensitivity had a vital effect on intention to further purchase (r = .02, p =0.05). Moreover, earlier experience with the brand was critical in determining trustworthiness, beliefs, price sensitivity and purchase behavior. The behaviors of OTC consumers are influenced by a different set of factors. Previous experience and price sensitivity is dependent (Chi square = 31.603; p = 0.01. Furthermore, medical experience and buying an OTC product is dependent and the result were also found significant (Chi square = 32.292; p = 0.01).
Conclusion: Present study shows that branding and prior experience remains the major influences to buy an OTC drug in Bangladesh.
Item Type: | Article |
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Subjects: | Librbary Digital > Medical Science |
Depositing User: | Unnamed user with email support@librbarydigit.com |
Date Deposited: | 27 Jun 2023 06:52 |
Last Modified: | 08 Jun 2024 09:06 |
URI: | http://info.openarchivelibrary.com/id/eprint/1032 |