INFLUENCE OF ADVERTISING ON THE WAY OF ACTION IN THE ACQUISITION OF OVER-THE-COUNTER DRUGS
作者： Stefan-Dragoş Cîrstea , Calin MOLDOVAN Teselios , None
DOI:
关键词: Quality (business) 、 Pharmacist 、 Advertising 、 Marketing 、 Advertising research 、 Action (philosophy) 、 Advertising account executive 、 Psychology 、 Prospectus 、 Test (assessment) 、 Consumer behaviour
摘要: Advertising of the Over-the-counter drugs is a growing segment. Our research aims to identify main factors involved in making decisions for purchase OTC and what are ways informing consumers this process. To test hypotheses, number statistical tools such as factor analysis, Shapiro-Wilk Mann-Whitney U tests have been used. The analyzed were: (A) doctor’s choice , (b) former own experience, (c) pharmacist’s advice, (d) information stated on prospectus, (e) opinion people who bought that drug, (f) colleagues, friends, relatives, (g) price, (h) brand, manufacturer, (i) from advertising, (j) quality advertising. For our we focused two populations: students employed educated people. conclusion paper recent exposure advertising likely change both related behaviors decision grids.
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