Does brand equity affect consumers' attitudes when purchasing over the counter pharmaceuticals?

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with the university.

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ABSTRACT

This research study is an attempt to study the effects that brand equity on the consumer's attitudes when they purchase the over the counter pharmaceuticals. Over-the-counter (OTC) drugs are non-prescription medications that consumers can purchase without a written prescription or advice of any health-care professional. These medications are pre-packaged for consumer use and must be labeled in accordance with the requirements of the statutes and regulations of the Federal Government. Because OTC medications are used primarily for medical care they have some unique features when compared to other consumer products. Used primarily for immediate symptomatic relief. These medications can be purchased by consumers from grocery stores, gas stations, pharmacies, quick food marts, departmental stores, or at a number of different types of stores. For this research quantitative research approach has been applied and a survey questionnaire was circulated in order to assess the responses of the consumers and to study their ideas regarding the purchase of the over the counter pharmaceuticals. the individual who purpose over the counter brands of pharmaceuticals opt for them because in their opinion they are trustworthy.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF FIGURESVIII

CHAPTER 01: INTRODUCTION1

1.1. Background of the Study1

1.2. Aims and Objectives3

1.3. Research Questions3

1.4. Significance of the Study4

1.5. Layout of the dissertation4

CHAPTER 02: LITERATURE REVIEW6

2.1. Introduction6

2.2. Pain Relief Sector of OTC Pharmaceuticals in UK7

2.3. Adapting the Theory of Planned Behaviour7

2.4. Adapted from Ajzen and Fishbein 19808

2.5. Branding9

2.6. Brand Equity in UK Pharmaceutical10

2.6.1. Measuring Brand Equity13

2.6.1.1. Attitude13

2.6.1.2. Fishbein's Attitude Model14

2.7. What are the OTC Medications?15

2.8. Needs of Consumers17

2.9. Information Need and Self Care Trends18

2.10. Impact of Brand Attitude20

2.13. Consumer Attitudes and Purchase Decisions23

2.13.1 Brand Perception24

2.13.2 Attitudes and Beliefs25

2.13.3 Motivation25

2.14. Summary26

CHAPTER 03: RESEARCH METHODOLOGY28

3.1. Introduction28

3.3. Research Philosophy29

3.3.1. Positivism29

3.3.2. Interpretivism (Non-Positivist)30

3.3.3. Decision31

3.3.4. Triangulation31

3.5. Research Approach33

3.5.1. Deduction Characteristics mentioned by Saunders et al (2007)34

3.5.2. The process of deduction35

3.6. Research Strategy36

3.6.1. Method Choices36

3.6.2. Time Horizons36

3.7. Sample Determination37

3.8. Ethical Considerations37

3.9. Limitations and Constraints38

CHAPTER 04: DISCUSSION AND ANALYSIS39

4.1. Introduction39

4.2. QUESTIONNAIRE ANALYSIS39

4.4. Consumer Attitudes and OTC Medications in United Kingdom57

4.5. Consumer Information Processing59

4.6. Involvement of consumers in UK Pharmaceuticals60

4.7. Direct-to-Consumer Advertising in the Pharmaceutical Industry of UK62

4.8. Detailing/Personal Selling in the Pharmaceutical Industry63

4.9. The Effectiveness of Marketing Efforts over ...