An empirical analysis of consumer's attitude towards OTC health supplements in India

Sanjeev Verma

International Journal of Indian Culture and Business Management, 2009, vol. 2, issue 1, 1-10

Abstract: In recent past, an upsurge has been observed in India towards healthy and stress-free life. People are getting more inclined towards Over-The-Counter (OTC) purchase of health supplements. The segment is growing at the rate of 15%, which is twice the rate of growth for the entire pharmaceutical sector. Herein lays the greatest benefit for companies, since OTC promotion allows for free play in marketing and brand building, as in the Fast Moving Consumer Goods (FMCG) sector, with three times more consumer reach. But still the segmentation for health supplements is blurred. In this paper, an analysis has been made to identify the effect of demographics and pricing on the purchase of health supplements. This paper also highlights some of the important reasons for the purchase of OTC health supplements in India and satisfying factors for consumers.

Keywords: over-the-counter supplements; health supplements; OTC market consumers; satisfaction levels; consumer preception; India; demographics; pricing. (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=21594 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijicbm:v:2:y:2009:i:1:p:1-10

Access Statistics for this article

More articles in International Journal of Indian Culture and Business Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().