英文摘要 |
The purpose of the study is to understand the market share of OTC analgesics, the influencing factors of consumer purchasing behavior, the demand of the analgesics in effervescent tablets, and to draft marketing strategy of the analgesics in effervescent tablets. The method to carry out this study used market survey. The result showed that there were a lot of the brands of OTC analgesics in Taiwan, but less difference in form and ingredients. The price of OTC analgesics was in direct ratio with dosage and advertisement. The influencing factors of consumer purchasing OTC analgesics, the reason of purchase were releasing from pain, and the mainly information were gotten from pharmacist, and the choosing factors were emphasis on specialties of drugs instead of price. In connection with the effervescent tablets, through the process of segmentation, the aimed market group was around 21~50 years old, and valued healthy life and trying new things. The group not only requested specialty but also exterior terms. The results of the present study suggest that the company can consult the market strategy proposed from this study to raise the market share. |