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Comportamento de compra do consumidor: Um estudo sobre medicamentos sem receita médica (OTC) by Kanupriya Adlakha

Comportamento de compra do consumidor: Um estudo sobre medicamentos sem receita médica (OTC)

by Kanupriya Adlakha
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Book cover type: Paperback
  • ISBN13: 9786209359385
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 68
  • Original Price: GBP 47.76
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 105 grams
  • BISAC Subject(s): Marketing / General

O comportamento de compra do consumidor � muito importante para qualquer produto que os consumidores adquirem por conta pr�pria. Nos �ltimos tempos, tem havido um aumento no n�mero de medicamentos sem receita m�dica dispon�veis no mercado. Os medicamentos sujeitos a receita m�dica dependem inteiramente da prescri��o do m�dico. Os medicamentos sem receita m�dica est�o lentamente a ganhar impulso junto dos consumidores. Devido a esta prefer�ncia cada vez mais forte das pessoas pela automedica��o, surge a necessidade de identificar os fatores que est�o a levar � mudan�a da medica��o sujeita a receita m�dica para a automedica��o (segmento de medicamentos sem receita m�dica) e tamb�m de identificar o comportamento de compra dos consumidores em rela��o aos medicamentos sem receita m�dica. O estudo tamb�m visa identificar o comportamento de compra dos consumidores em rela��o aos medicamentos sem receita m�dica. O estudo � complementado com certos testes de hip�teses sobre a rela��o compartilhada por v�rios atributos independentes, para determinar os fatores que influenciam os comportamentos, juntamente com a divulga��o das necessidades n�o atendidas dos consumidores no segmento. O estudo descobriu que os principais fatores que influenciam a decis�o de compra de medicamentos sem receita m�dica s�o os efeitos colaterais dos medicamentos, a disponibilidade, as informa��es nos r�tulos, a marca, etc.

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