居民非处方药购买行为的调查分析_龚会.pdf

居民非处方药购买行为的调查分析 ＊ 龚 会 ，李 颖（广州医科大学卫生管理学院，广州 510182） 中图分类号 R 195 文献标志码 A 文章编号 1001-0408（2014）04-0314-04 DOI 10.6039/j.issn. 1001-0408.2014.04.08 摘 要 目的：了解居民非处方药（OTC ）购买行为的特点，为政府管理和企业市场营销提供有益建议。方法：随机选择广州市各 城区的居民进行问卷调查，并就调查结果进行统计和分析。结果：共发放问卷317份，回收有效问卷300份，有效回收率为 94.64％。调查结果显示，有51.00％的被调查者不知道OTC 标志代表的意义，有30.00％的被调查者完全不了解处方药与OTC 的 区别；分别有89.00％和73.00％的被调查者选择购买感冒药和清热解毒药；87.00％的被调查者主要从药店购买OTC ；73.00％的被 调查者在购买OTC 时主要考虑疗效，63.00％的被调查者主要考虑品牌知名度；76.00％的被调查者认为OTC 的品牌重要；68.00％ 的被调查者表示会继续购买此前已购买过的品牌OTC 产品。结论：居民在购买OTC 时，比较关注产品的疗效、安全性和生产企业 的信誉度，认为品牌能保证产品的质量；但对OTC 产品广告并不完全信任；同时，对品牌OTC 产品的态度更加宽容。 关键词 非处方药；品牌；居民；购买行为；调查分析 Investigation and Analysis of the Behavior of OTC Drugs Purchase among Residents GONG Hui ，LI Ying （School of Public Health Management ，Guangzhou Medical University ，Guangzhou 510182， China ） ABSTRACT OBJECTIVE ：To explore the behavior characteristics of over-the-counter （OTC ）drugs purchase among residents ， and to provide suggestions for government administration and marketing management of enterprises. METHODS ：Questionnaire sur- vey was conducted among residents from districts of Guangzhou ，and results of survey were analyzed statistically. RESULTS ：317 questionnaires were sent out ，and 300valid questionnaires were collected with effective recovery rate of 94.64％. Results of survey showed that 51.00％respondents did not clearly understand the significance of OTC drugs ，30.00％didn ’t know the difference of prescription drugs and OTC drugs completely ；89.00％and 73.00％preferred to purchase cold medicine and heat-clearing and de- toxifying drug ，respectively ；87.00％mainly purchased OTC from drugstores ；73.00％and 63.00％mainly considered about cura- tive effect and brand when they were buying the OTC product ，respectively ；moreover ，76.00％ approved the importance of the medical brand ；68.00％continued to purchase OTC brand pr