Investigation of Consumer Attitudes, Intentions and Brand Loyal Behavior on the OTC Drugs in Bangladesh

Abstract

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