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Brand salience of OTC pharmaceuticals through package appearance
Hanken School of Economics, Department of Marketing.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.ORCID iD: 0000-0001-5182-5203
KNUST School of Business, Department of Marketing.
2012 (English)In: International Journal of Pharmaceutical and Healthcare Marketing, ISSN 1750-6123, E-ISSN 1750-6131, Vol. 6, no 3, p. 230-249Article in journal (Refereed) Published
Abstract [en]

Purpose – The changing health care market is affecting consumers who are now expected to take greater responsibility for their health. Their means for doing this include purchasing self-medication and medical self-service, which coincides neatly with an increase in the number of over-the-counter (OTC) pharmaceuticals. Additionally, OTC pharmaceuticals are progressively becoming available in a wider range of stores, where the pharmacists’ knowledge of the OTC products is absent. This study aims to examine packaging as media that conveys the product message at the point of purchase, and to explore the impact of its extrinsic verbal and visual product cues.

Design/methodology/approach – An exploratory conjoint analysis was conducted in Finland, the USA, and Ghana. In total, 89 respondents conducted conjoint tasks for two product types, i.e. a painkiller and sore throat medicine.

Findings – The results showed differences and similarities in the impact of the packaging product cues across Finland, the USA, and Ghana. Differences and similarities were also detected across the two different, but related, product types. The study found that the impact of product cues is contextual, varying across the samples and product types.

Practical implications – The results are limited by the exploratory nature of the conjoint analysis.

They highlight that medical marketers should recognize the varying impact of salient cues on

consumers’ product preferences and choices.

Originality/value – The study deals with a mostly unexplored issue and provides exploratory

insights into the phenomenon

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2012. Vol. 6, no 3, p. 230-249
National Category
Economics and Business
Research subject
Economy
Identifiers
URN: urn:nbn:se:lnu:diva-23164DOI: 10.1108/17506121211259403Scopus ID: 2-s2.0-84865398683OAI: oai:DiVA.org:lnu-23164DiVA: diva2:580322
Available from: 2012-12-21 Created: 2012-12-21 Last updated: 2017-12-06Bibliographically approved

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Owusu, Richard A.

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf