Read consumer OTC.doc

 PAGE \* MERGEFORMAT 8 Read consumer OTC As the medical profession ‘medicine’, ‘medicine’ on the separation, and the national drugs for the RX and OTC drug category management approach, as well as accession to WTO, the impact of the macroeconomic environment, the domestic drug market rules of the game is being or to gradually move closer to international practice. The rules of the game to change the terms of OTC pharmaceutical companies, it means that market competition will become fierce, marketing will become more important. Because OTC drugs in a certain extent, reveals the general characteristics of consumer goods is a means through marketing products to promote a drug class. Select the appropriate pharmaceutical companies marketing strategy has become imperative. From a marketing point of view, OTC market, the marketing center is a consumer, all of the marketing strategy should be based on understanding and analysis of consumers, based on around consumer spending habits and attitude to develop. According to the survey analysis and my experience, I think the consumer retail pharmacies to buy drugs in the OTC consumer psychology and consumer behavior have the following characteristics or behavior patterns. Convenience, save time, save trouble The use of OTC drugs are routine treatment of minor illnesses to consumers most commonly used method. I have been in a survey of the activities under the auspices of the results obtained shows that they (99% of consumers) to OTC pharmacies got the most important reason is that a small illness, their basic able to detect or determine the severity and ease level. There are also consumers (especially middle-aged consumers), said to OTC drugstore perennial chronic diseases in order to buy drugs. More people to go OTC pharmacies that are convenient, save time, save trouble, do not see a doctor. Minor illnesses they believe a small disaster to see a doctor and the medical costs paid by the time required for the cost of tr