A Review on Marketing of over the counter dru...

A Review on Marketing of over the counter drug: consumer behaviour and brand loyalty

Author Name : Abhishek Prajapati, Dr. Shashikant Maurya, Pooja Yadav, Prof. (Dr.) Mohd. Wasiullah, Prof. (Dr.) Piyush Yadav

Consumer behaviour, primarily in terms of examining consumers’ loyalty, as one of the key marketing ideas, represents a subject of consideration in many areas. One of them is pharmaceutical marketing. This paper places a special focus on the examination of over-the-counter products, i.e. it tries to identify which variable has the greatest impact on loyalty towards these products. By using the quantitative analysis, it was examined whether perceived risk, pharmacist expertise, promotional activities and price sensitivity affect the creation of consumer loyalty. In addition, the aim was to determine whether consumer loyalty to over-thecounter products results in buying behaviour. Based on the applied correlation and regression analysis, it was confirmed that perceived risk and pharmacist expertise have a statistically significant impact on consumer loyalty, and that there is a statistically significant relationship between consumer loyalty and readiness to purchase. The purpose of this paper is to study the consumer behaviour towards OTC medicines. This research is solely based on secondary data collection i.e. literature review and it intends to analyse the role of various factors in influencing consumer behaviour while purchasing an OTC medicine. The present study discusses the kind of ailments, the first course of action, the brand of the product, purchasing site and role of advertising as some of the important factors which influence consumer behaviour.