Some aesthetic considerations for over the-counter (OTC) pharmaceutical products Online publication date: Thu, 04-Nov-2010
by R.K. Srivastava, Aarti T. More
International Journal of Biotechnology (IJBT), Vol. 11, No. 3/4, 2010
Abstract: The research paper studies the consumer's perception for product colour, shape and taste while buying an over the counter (OTC) product. This study also examines the impact of product colour on consumer's expectancies towards the drug. Data collection method was direct questionnaire to consumers. This was done in two phases wherein respondents were exposed to face to face interview. The study shows that there is an influence of products aesthetic attributes of pharmaceutical OTC products on consumption which can translate to brand loyalty and to sales. Red and pink emerged as most preferred colour. Blue and white are other two preferred colours. For 75% of consumers colour is a memory tag for compliance. There is a positive association of colour and shape with compliance. Pink colour is considered to be sweeter compared to red. Yellow is considered to be salty as per this study.
Online publication date: Thu, 04-Nov-2010
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Biotechnology (IJBT):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org