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Comportement d'achat des consommateurs: une étude sur les médicaments en vente libre (OTC) by Kanupriya Adlakha

Comportement d'achat des consommateurs: une étude sur les médicaments en vente libre (OTC)

by Kanupriya Adlakha
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Book cover type: Paperback
  • ISBN13: 9786209349140
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Editions Notre Savoir
  • Publisher Imprint: Editions Notre Savoir
  • Publication Date:
  • Pages: 68
  • Original Price: GBP 47.76
  • Language: French
  • Edition: N/A
  • Item Weight: 105 grams
  • BISAC Subject(s): Marketing / General

Le comportement d'achat des consommateurs est tr�s important pour tout produit que les consommateurs ach�tent eux-m�mes. Ces derniers temps, on constate une augmentation du nombre de m�dicaments en vente libre disponibles sur le march�. Les m�dicaments d�livr�s sur ordonnance d�pendent enti�rement des recommandations du m�decin. Les m�dicaments en vente libre gagnent peu � peu du terrain aupr�s des consommateurs. En raison de cette pr�f�rence croissante des gens pour l'autom�dication, il devient n�cessaire d'identifier les facteurs qui conduisent au passage des m�dicaments d�livr�s sur ordonnance � l'autom�dication (segment des m�dicaments en vente libre) et d'identifier �galement le comportement d'achat des consommateurs en mati�re de m�dicaments en vente libre. L'�tude vise �galement � identifier le comportement d'achat des consommateurs en mati�re de m�dicaments en vente libre. L'�tude est compl�t�e par certains tests d'hypoth�ses sur la relation entre divers attributs ind�pendants, afin de d�terminer les facteurs influen�ant les comportements et de r�v�ler les besoins non satisfaits des consommateurs dans ce segment. L'�tude a r�v�l� que les principaux facteurs influen�ant la d�cision d'achat de m�dicaments en vente libre sont les effets secondaires des m�dicaments, leur disponibilit�, les informations figurant sur les �tiquettes, le nom de la marque, etc.

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