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    Consumer Buying Process

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    Sandip Nandy
    This document summarizes a survey on over-the-counter drug purchasing habits. It finds that the most common sources of information are pharmacists (45%) and physicians (35%). When choosing a product, consumers consider factors like past experience, brand, availability and price. If a preferred product is unavailable, most will choose a different store (31%) or ask the pharmacist for a recommendation (35%). The document evaluates post-purchase satisfaction for some common drugs.

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    Consumer Buying Process

    Uploaded by

    Sandip Nandy
    55 views6 pages
    This document summarizes a survey on over-the-counter drug purchasing habits. It finds that the most common sources of information are pharmacists (45%) and physicians (35%). When choosing a product, consumers consider factors like past experience, brand, availability and price. If a preferred product is unavailable, most will choose a different store (31%) or ask the pharmacist for a recommendation (35%). The document evaluates post-purchase satisfaction for some common drugs.

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    This document summarizes a survey on over-the-counter drug purchasing habits. It finds that the most common sources of information are pharmacists (45%) and physicians (35%). When choosing a product, consumers consider factors like past experience, brand, availability and price. If a preferred product is unavailable, most will choose a different store (31%) or ask the pharmacist for a recommendation (35%). The document evaluates post-purchase satisfaction for some common drugs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    55 views6 pages

    Consumer Buying Process

    Uploaded by

    Sandip Nandy
    This document summarizes a survey on over-the-counter drug purchasing habits. It finds that the most common sources of information are pharmacists (45%) and physicians (35%). When choosing a product, consumers consider factors like past experience, brand, availability and price. If a preferred product is unavailable, most will choose a different store (31%) or ask the pharmacist for a recommendation (35%). The document evaluates post-purchase satisfaction for some common drugs.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
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    OBJECTIVE

    Identifying the buying process of ‘Over-


    the-Counter’ products in Pharmaceutical
    Industry
    Survey Methodology
    • Convenient Sampling
    • Sample Size- 60
    Problem Recognition
    Consumer -Behavior towards
    Common ●
    Cough, Cold, Indigestion
    management of common ailments Pains, Skin diseases etc.
    Ailments ●

    Family/ Friends
    Yourself 5% Doctor
    15% 35%
    Chronic ●
    Asthma, Ulcer, Cardiac
    Ailments ●
    Diabetes etc.

    Pharmacist
    45%

    Preventi ●
    Obesity, Stress
    ve Care etc.
    Information Search
    Growing Health Sources of information
    Consciousness
    •Despite just a 30% rise
    Family /
    in per capita income of Friends
    18% Physician

    the salaried class>> 80% Pharmacist


    45%
    25%
    rise in spending on
    health in the last five
    Advertisement
    years 12%

    Source: Nicholas Hall's DB6 2007


    Evaluating the Alternatives

    Factors for choosing your medicine Choosing an alternative in case of


    unavailability
    100%
    8% 12%
    90% 25%
    35% 15%
    80% 46% 16%
    70% Placing an order
    21% 5%
    60% 31% 22%
    50% 32% different store ask the
    40% 32%
    24% 18% Most preferred 15% pharmacist
    22% Moderate preferred 35%
    30%
    18% No preference
    20% 18% Personal Substitute
    11% 32% Least Preferred
    10% 5% 10% 24% 45%
    12% Less preferred
    0% 6% 5%
    n e d y ice
    tio enc an ilit Pr
    da
    er
    i Br ab
    en xp ail
    m E Av
    m st
    eco Pa
    R
    Post Purchase Behavior
    100%
    8%
    90%
    16% 16%
    9%
    80% Very Dissatisfied
    14% 14%
    Somewhat
    70% Dissatisfied
    34% 12% 12%
    60% Neither Satisfied nor
    Dissatisfied
    50%
    Somewhat Satisfied
    28% 28%
    40% Very Satisfied
    28%
    30%

    20%
    30% 30%
    10% 21%

    0%
    Gelusil Diegene Rantac
    Thank You

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