Consumer purchasing behavior towards self-medication through OTC medicines in Nepal | |
| Author | Amatya, Shiksha |
| Call Number | AIT RSPR no.SM-15-07 |
| Subject(s) | Self medication--Nepal Medical care--Nepal |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master in Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-15-07 |
| Abstract | With the enhancement in self-medication and awareness in consumers regarding OTC medicines it has been high time there is proper management of self-medication through OTC medicines in Nepal. There is no clear information outreach of OTC medicines to consumers and marketers‟ role has been limited solely to doctors and pharmacist/salesperson. Profoundly, therefore the aim of the study is to search out the usage of OTC medication and factors influencing the buyer purchase call in OTC medicine in three main categories of OTC medicines i.e. cold remedies, pain relievers and stomach upset remedies.Self-administered as well as face to face administered questionnaires were conducted among 450 consumers of Kathmandu and Lalitpur cities of Nepal so as to identify consumer purchase decision for OTC medicines. Out of 450 respondents, 394 respondents were valid and descriptive analysis and logistic regression was performed in SPSS to investigate on the information. In a total of 394 respondents, 48.5% used OTC medicine after they have minor ailments and only 10.6% visit doctors. Nearly half of the respondents i.e. 43.9% used cold remedies followed by 32.3% used pain relievers and 29.5% used stomach remedies in past 6 months. Most the respondents found medicine to be effective. The factors that had significant relation in purchasing decision for cold remedies were single family type compared to joint with negative association and advertisement, safety, efficacy and knowledgeable consumer with positive relationship. Similarly for pain relievers‟ internet had negative relationship and work hour and knowledgeable consumers have positive relationship. Finally stomach upset remedies have positive relationship with past experiences.Hence, the study shows that different categories of OTC medicines have different factors influencing their purchase choices so robust self-care management system and valid promoting methods ought to be developed by marketers of pharmaceutical companies to embrace their sales and repeat purchase indeed. |
| Year | 2015 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-15-07 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Donyaprueth Krairit; |
| Examination Committee(s) | Sununta Siengthai;Badir, Yuosre; |
| Scholarship Donor(s) | AIT Fellowship; |
| Degree | Research report (M. BA.) - Asian Institute of Technology, 2015 |