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Comportamento d'acquisto dei consumatori: uno studio sui farmaci da banco (OTC) by Kanupriya Adlakha

Comportamento d'acquisto dei consumatori: uno studio sui farmaci da banco (OTC)

by Kanupriya Adlakha
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Book cover type: Paperback
  • ISBN13: 9786209356827
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 68
  • Original Price: GBP 47.76
  • Language: Italian
  • Edition: N/A
  • Item Weight: 105 grams
  • BISAC Subject(s): Marketing / General

Il comportamento d'acquisto dei consumatori � molto importante per qualsiasi prodotto che i consumatori acquistano autonomamente. Negli ultimi tempi si � registrato un aumento del numero di farmaci da banco disponibili sul mercato. I farmaci soggetti a prescrizione medica dipendono interamente dalla prescrizione del medico. I farmaci da banco stanno lentamente guadagnando terreno tra i consumatori. A causa di questa crescente preferenza delle persone verso l'automedicazione, � necessario identificare quali fattori stanno portando al passaggio dalla prescrizione medica all'automedicazione (segmento dei farmaci da banco) e identificare anche il comportamento d'acquisto dei consumatori nei confronti dei farmaci da banco. Lo studio mira anche a identificare il comportamento d'acquisto dei consumatori rispetto ai farmaci da banco. Lo studio � integrato da alcune verifiche ipotetiche sulla relazione tra vari attributi indipendenti, al fine di determinare i fattori che influenzano i comportamenti e divulgare le esigenze insoddisfatte dei consumatori in questo segmento. Lo studio ha rilevato che i fattori chiave che influenzano la decisione di acquisto dei farmaci da banco sono gli effetti collaterali dei farmaci, la disponibilit�, le informazioni riportate sulle etichette, il marchio, ecc.

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