Investigation of Consumer Attitudes, Intentions and Brand Loyal Behavior on the OTC Drugs in Bangladesh.
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Date
2013-07
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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.
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Keywords
Brand loyal behavior, attitudes, intentions, price sensitivity, over-the-counter, OTC) drugs, previous experience
Citation
Shohel Mohammad, Islam Tasnuva, Al-Amin Md Mamun, Islam Asiful, Rahman M Mahfuzur. Investigation of Consumer Attitudes, Intentions and Brand Loyal Behavior on the OTC Drugs in Bangladesh. British Journal of Pharmaceutical Research. 2013 Jul-Sep; 3(3): 454-464.