摘要
目的:了解沈阳市民口服品牌感冒药购买行为的影响因素,为医药企业的生产和营销提供参考。方法:随机选择沈阳市九大区部分居民,就其对口服品牌感冒药的认知、评价和购买情况进行问卷调查,对所收集的原始数据进行统计分析。结果:共发放问卷425份,回收有效问卷405份,有效回收率为95.3%。调查结果表明,口服品牌感冒药的知名度、畅销度和信誉度排名相似但并无必然联系;药品特性、获知药品渠道以及感冒症状均会不同程度影响受访者的购买行为;口服品牌感冒药的知名度并不依附于企业的知名度;受访者对市场现有口服品牌感冒药的各个方面的满意度有所不同,企业仍有较大提升空间。结论:企业应树立"信誉第一、质量先行"理念;慎重开展广告宣传,合理引导消费需求;抓住历史机遇,开拓中成药市场。
OBJECTIVE ： To investigate the influential factors of purchasing behavior of oral brand cold medicines of consumers in Shenyang, and to provide reference for the manufacturing and marketing of pharmaceutical enterprises. METHODS： Questionnaires survey was conducted among the residents of nine districts in Shenyang, covering the understanding, evaluation and purchase of oral brand cold medicine; the primary data was analyzed statistically. RESULTS： 425 questionnaires were sent out, and 405 effective questionnaires were returned with effective return ratio of 95.3%. The publicity, popularity and the reputation rank of brand cold medicines were similar in ranking and there was no necessary connection among them. The property of medicine, the way to understand the medicine and the symptom of cold could influence consumers＇ behavior of purchasing medicine to different degrees. The popularity of the brand cold medicine didn＇ t depend on the publicity of pharmaceutical factory. Consumers had different degrees of satisfaction with cold medicines, therefore industry still had the space to improve. CONCLUSIONS： Enterprises are supposed to establish the idea that ＂reputation is the first while the quality must be on the first position too＂ ; carry out advertising carefully, guide consumption rationally; grasp the historic opportunity, and extend the Chinese patent drug market.
出处
《中国药房》
CAS
CSCD
2014年第32期2980-2982,共3页
China Pharmacy
关键词
口服品牌感冒药
购买行为
影响因素
调查分析
Oral brand cold medicine
Purchasing behavior
Influential factor
Investigation and analysis
