Investigation of Consumer Attitudes, Intentions and Brand Loyal Behavior on the OTC Drugs in Bangladesh.
Article
in English
| IMSEAR
| ID: sea-163230
ABSTRACT
Aims:
To investigate the consumers’ attitudes and intentions to exhibit brand loyal behavior of Bangladeshi consumer on over the counter (OTC) drugs. StudyDesign:
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.
Full text:
Available
Index:
IMSEAR (South-East Asia)
Main subject:
Bangladesh
/
Humans
/
Chi-Square Distribution
/
Consumer Advocacy
/
Consumer Behavior
/
Nonprescription Drugs
Country/Region as subject:
Asia
Language:
English
Year:
2013
Type:
Article
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