The effect of consumer perceptions on generic OTC usage among the elderly.
The rise of generic alternatives to branded over-the-counter products in the U.S. posits new strategic positioning challengers to marketers. Health care marketers who employ an "imitation strategy" have captured market share by emulating market leaders' product attributes. This implicitly calls for an understanding of the influence that consumers' product perceptions have on their choice of OTC offerings. This study investigates the influence of an elderly sample's perceptions of generic OTC characteristics on their adoption behavior.
Strutton
H D
HD
University of Southwestern Louisiana, Lafayette 70504.
Pelton
L E
LE
Lumpkin
J R
JR
D000368:Aged; D000704:Analysis of Variance; D002755:Choice Behavior; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D004345:Drug Industry / Q000191:economics; D016568:Drugs, Generic / Q000627:therapeutic use*; D006801:Humans; D015999:Multivariate Analysis; D012651:Self Medication / Q000523:psychology* / Q000706:statistics & numerical data; D012959:Socioeconomic Factors; D011795:Surveys and Questionnaires; D014481:United States