Otc Product Packaging
RESEARCH TOPIC
An In-depth-study of OTC medicine segment of Indian Pharmaceutical Industry with special emphasis on consumer behavior
RESEARCH OBJECTIVES
Macro objective
To study the Indian Pharmaceutical Industry as a whole
Micro objectives
To understand the consumer’s attitude towards OTC products of the pharmaceutical industry To understand the healthcare products’ contribution and also its effects on pharmaceutical market To determine the extent to which the respondents prefer self-medication instead of going to the doctor for common health problems To find out the criteria on which the consumers rely for making their purchase decision regarding OTC products To find out the extent to which consumers read the labeling information before making a purchase To find out the extent to which the respondents perceive OTC products as safe to use To understand the influence of advertising on consumer behavior towards them To find out the most preferred brand in each OTC product category To know the frequency of purchase of OTC products by the consumers To know the preferred medium of communication for advertisement of OTC products
RESEARCH METHODOLOGY
Research Design:
Target Population: Population of the research is the consumers who are well aware of the OTC products and who are above 18 years of age
N.R.Institute of Business Management Page 1
Research Design : Descriptive Research Sampling unit: Same as the sample element Sampling Technique: Convenience sampling Sample Size : 300 sampling units selected from the Target population Contact Method: Researcher have contacted sampling units personally and with the help of one to one interaction researcher have conducted survey. Extent: The location considered by the researcher is Ahmedabad city.
Data Sources:
Primary Source: Questionnaire Secondary Sources: Books like Marketing Research by Malhotra Journals Websites Reports LIMITATIONS OF THE STUDY The main limitation of the study is the time span
An In-depth-study of OTC medicine segment of Indian Pharmaceutical Industry with special emphasis on consumer behavior
RESEARCH OBJECTIVES
Macro objective
To study the Indian Pharmaceutical Industry as a whole
Micro objectives
To understand the consumer’s attitude towards OTC products of the pharmaceutical industry To understand the healthcare products’ contribution and also its effects on pharmaceutical market To determine the extent to which the respondents prefer self-medication instead of going to the doctor for common health problems To find out the criteria on which the consumers rely for making their purchase decision regarding OTC products To find out the extent to which consumers read the labeling information before making a purchase To find out the extent to which the respondents perceive OTC products as safe to use To understand the influence of advertising on consumer behavior towards them To find out the most preferred brand in each OTC product category To know the frequency of purchase of OTC products by the consumers To know the preferred medium of communication for advertisement of OTC products
RESEARCH METHODOLOGY
Research Design:
Target Population: Population of the research is the consumers who are well aware of the OTC products and who are above 18 years of age
N.R.Institute of Business Management Page 1
Research Design : Descriptive Research Sampling unit: Same as the sample element Sampling Technique: Convenience sampling Sample Size : 300 sampling units selected from the Target population Contact Method: Researcher have contacted sampling units personally and with the help of one to one interaction researcher have conducted survey. Extent: The location considered by the researcher is Ahmedabad city.
Data Sources:
Primary Source: Questionnaire Secondary Sources: Books like Marketing Research by Malhotra Journals Websites Reports LIMITATIONS OF THE STUDY The main limitation of the study is the time span