China OTC Drug Marketing Communications Eight Trends.docVIP

 PAGE \* MERGEFORMAT 20 China OTC Drug Marketing Communications Eight Trends 1, OTC products consumer psychology 1, high-risk products, high-risk consumer spending, consumer caution Three-drug, drug, if used improperly, it will threaten the lives and health of consumers, in addition to toxicity, but also may result in delays in the condition of fake and shoddy conditions, so the risk of drug consumption than other consumer goods, are high-risk commodities, while the improper use of mineral water is just going to be head up, so a low-risk goods. High-risk consumers purchase and use of consumer products often great care 2, are in need of a rational purchase, but can not be rational to buy the product Information asymmetry refers to the buying and selling both product knowledge and information proficiency differences, resulting in unequal trade, not fair, open and other conditions. Drug information asymmetry is a typical product, the vast majority of consumers because the drugs fed lack of knowledge on the consumption of drugs are very cautious, because of information asymmetry, the quality of their drugs, the price can not be rational judgments, no better detergent buy a home a good wash pieces of suits will know, medicine can not go to trial. Therefore, buying advocate may be doctors and pharmacists, pharmacy clerk, so only hold down prices, counterfeit drugs run rampant ills. 3, the lack of price elasticity of demand of products with the characteristics of real-time consumption, and the passive consumption of Life-saving medicines are a special commodity, because of its toxicity reasons, only the sick would consumer spending, recovered would be to give up consumption, so drug belongs to instant consumer goods. In addition, consumers will not be affected by fluctuations in the price of drugs consumption, not when you are sick of drugs in the good news is cheaper, consumers will not buy. The vast majority of drugs are related personnel in the medical advi