Impact of Advertisements to Consumers in Buying

Impact of Advertisements to Consumers in Buying

Over-The-Counter Drugs

A Research Study

Presented to the

In Partial Fulfillment

of the Requirements for the Course

Mathematics 600 (Biostatistics)

TABLE OF CONTENTS

I. Chapter I ....................................................................................... ...1

Introduction...................................................................................1

Statement of Problem.....................................................................1

Objectives.....................................................................................2

Hypothesis.....................................................................................2

Assumptions..................................................................................2

Significance of Study.........................................................................3

Scope and Delimitation of Study............................................................3

Respondents of Study........................................................................4

Definition of Terms..........................................................................4

II. Chapter II: Review of Related Literature....................................................5

III. Chapter III: Methodology.....................................................................7

Research Method............................................................................7

Instrumentation..............................................................................7

Structured Questionnaire....................................................................7

Sample Questionnaire.......................................................................8

Bibliography..........................................................................................10

CHAPTER ONE

The Problem and Its Background

Introduction

Much has been claimed about the contributions of advertising on the success of a company or a product while it is true that the impact of advertising is evident in our socio-economic system. Advertising is an aid to manufacturers, wholesalers and retailers in the process of marketing commodities to a greater number of customers. It touches and influences the live of practically every man, woman and child. Advertising is a powerful communication force and an important marketing tool to help sell goods mainly OTC drugs which is being emphasize here and even services and ideas through channels of information and persuasion.

( Kleppner, Otto. Advertising, 7th Ed. New York: Prentice-Hall, Inc., Englewood, 1990)

Over-the-counter drugs are simply drugs that can be purchased without a doctor's prescription. Many of these drugs are sold not only by drugstores but also by many wholesalers and retail establishments including supermarkets and sari-sari stores. The rationale for classifying certain drugs as OTC drugs is to make treatment of many common and simple diseases and symptoms more affordable and accessible.

Direct-to-consumer (DTC) advertising of OTC drugs in its varied forms--TV, radio, magazines, newspaper is widely used throughout the Philippines. Direct-to-consumer advertising is a category of promotional information about specific drug treatments provided directly to consumers by or on behalf of drug companies. On the other hand, ads that are false or misleading do not advance and may even threaten the public health. It is important that a DTC advertisement contains accurate information and making sure that consumers are not misled or deceived by advertisements that violate the law.

Statement of the Problem

What is the impact of advertisements in buying over-the-counter (OTC) drugs?

Specific Problems:

1. What is the profile of the respondents in terms of:

1.1 Age

1.2 Sex

1.3 Civil Status; and

1.4 Working Status

2. Do consumers prefer to buy advertised OTC drugs? (question #1)

3. How often do consumers get information from these sources of OTC drug

advertisements: TV, radio, newspaper, poster, magazines, and leaflets?

(question #2)

4. Do OTC drug advertisements help the consumers in buying OTC drug?

(question #3)

5. To what extent do OTC drug advertisements affect the consumers in terms of the following factors: awareness, education, and entertainment?

(question #4)

Objectives

This study aims to determine the effects of advertisements on the decision of the consumers to buy OTC drugs. Specifically it aims to attain the following objectives:

* To identify how often do the consumers get information from different sources of OTC drug advertisements like TV, radio, newspapers, posters, magazines, and leaflets.

* To know what reason do consumers consider most why they do not prefer buying advertised OTC drugs.

* To know what reason do consumers consider most when buying an advertised OTC