Aims: To investigate the consumers� attitudes and intentions to exhibit brand loyal\r\nbehavior of Bangladeshi consumer on over the counter (OTC) drugs.\r\nStudy Design: A cross- sectional survey.\r\nPlace and Duration of Study: Consumers from the five major hospitals (Dhaka,\r\nBangladesh) had been surveyed between January 2012 and June 2012.\r\nMethodology: The study was conducted among 100 OTC consumers in Bangladesh.\r\nData were collected through questionnaire surveys and personal interviews.\r\nResults: The experimental data suggest that direct experience with the product, price\r\nrange and brand reliance are important determinants of repetitive purchase behavior on\r\nOTC drugs. Cost sensitivity had a vital effect on intention to further purchase (r = .02, p\r\n=0.05). Moreover, earlier experience with the brand was critical in determining\r\ntrustworthiness, beliefs, price sensitivity and purchase behavior. The behaviors of OTC\r\nconsumers are influenced by a different set of factors. Previous experience and price\r\nsensitivity is dependent (Chi square = 31.603; p = 0.01. Furthermore, medical experienceand buying an OTC product is dependent and the result were also found significant (Chi\r\nsquare = 32.292; p = 0.01).\r\nConclusion: Present study shows that branding and prior experience remains the major\r\ninfluences to buy an OTC drug in Bangladesh.
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