Mass marketing of prescription only medications is not allowed by law. Marketing of prescription only medications would involve ads in professional journals and visits by Medical Representatives to doctor’s offices and hospitals. Over the years, consumption of haematinics in Ghana has increased significantly and records one of the highest sales figures in the Pharmaceutical industries. In the 1980’s and early 1990’s, the haematinics of choice were the normal fersolate, FAC syrup, Galfer etc. But the trend has significantly changed from the mid 1990’s to date.
There are various brands of haematinics on the Ghanaian market with similar composition or slightly different compositions all serving the same purpose. These drugs are over-the-counter (OTC) medications that patients or individuals could easily walk to the Pharmacy to purchase with or without a prescription. With the advent of mass marketing it is important to understand how consumer attitudes towards haematinic brands in Ghana and develop appropriate communications for the target audiences.
The study therefore has the following objectives; a) To understand consumer attitudes towards blood tonics in Ghana b) To determine which variables affect those attitudes c) To determine which communications tools can help shape consumer purchase behaviours. Obtaining Collaboration and Access I am a Pharmacist and works with Oson’s Chemist and also have very good relations with a number of Pharmacies. I have the privilege of having access to information and relevant documentation for this study.
The Essay on Should the Advertising of Prescription Medications Be Allowed?
The advertising of prescription medications should not be allowed as it could create unnecessary demand and supply of medications, which could possibly lead to misuse and abuse of drugs. If we allow advertising, with the increase of demand and supply, there will be increase of danger of complications and fatalities that occur with the misuse of drugs. There are certain combinations of drugs (or ...
Background Information and Literature Review Consumer behaviour (in consumer business context) referred to as the study of when, why, how, where and what people do or do not buy products (Foxall, 2005).
It blends elements from psychology, sociology, social psychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people’s wants.
It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer (Schiffman and Kanuk, 2004).
Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer (Kotler and Keller, 2006).
A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as a social function but if Arrow’s impossibility theorem or Arrow’s paradox is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and strong Pareto optimality.
The Essay on Consumer Psychology And Marketing Communications 2
At any given moment during the day, decisions such as which brand of merchandise to purchase, which color paint to select, or what cable service provider to go with are being made by consumers. The selection and behaviors of the consumers go beyond their personal preferences and has been studied by psychologists for over a century. Knowing what appeals to consumers and what their preferences are ...
