CONSUMER BEHAVIOUR TOWARDS OVER-THE-COUNTER ANALGESICS & ANTIPYRETICS

Abstract

This is a study of consumer behaviour towards over-the-counter (OTC) analgesics and antipyretics. The Singapore market for these medicines was examined; and for comparison, events and practices in the United States market were also reviewed. A questionnaire survey was then conducted to obtain primary information 1 on consumer behaviour, motivations, attitudes and involvement towards OTC analgesics and antipyretics in the following areas - product attributes, product concept. I influence of reference groups and media advertisements, buying motivations. brand, loyalty and commitment, place of acquisition availability consumption duration and packing sizes. The demographic and psychographic characteristics of the respondents were also detailed. It was found that about 90% of respondents rated fast relief of pain and fever, absence of side-effects, and information on the package as important product attributes for OTC analgesics and antipyretics. These medicines were considered by 46% of the sample as negative products. The survey also revealed that the influence of reference groups, namely expert sources like doctors and pharmacists and sociological groups, like family members and relatives surpassed the impact of the media on respondents' opinion towards these medicines. OTC antipyretic analgesic remedies were used most often by about half of the respondents for the relief of headache, cold / influenza, and fever. A total of 70% of the respondents always chose one brand - Panadol - whilst 65% always obtained their supply of these OTC medicines from the retail pharmacies and doctors' clinics. About 77% of the sample considered easy availability of these products as important. One-third of the respondents finished their purchased packs of OTC pain and fever remedies within a month and another third took up to three months to consume them. The popular packings for these medicines were found to be the strips of ten tablets or boxes of twenty tablets. Marketing implications were then drawn from these findings after acknowledging the limitations present.