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Pharmaceutical Industry

C/M/1982. Dissertation. Impacts of direct-to-consumer advertising on consumption of pharmaceutical products by Greek consumers

WORDS:

13600

DATE:

2011

PRICE:

139.99 GBP

The dissertation looks at the influence of direct-to-consumer (DTC) pharmaceutical advertising on the consumption of over-the-counter (OTC) drugs by Greek consumers. The review of literature touches on the marketing features of the pharmaceutical industry, marketing mix of drugs advertising, consumer behaviour towards OTC medicine, etc. A study is conducted to investigate Greek consumers’ behaviour towards pharmaceutical products. The methodology of the research combines the analysis of secondary data and primary data collected from questionnaires aimed to define Greek consumers’ attitudes toward DTC pharmaceutical advertising. Conclusions are made as to whether pharmaceutical advertising is considered as an important source of clear and reliable information. Recommendations are suggested to pharmaceutical companies about the ways to advertise their products.

KEYWORDS: Dissertation, direct-to-consumer advertising, pharmaceutical advertising, pharmaceutical products, over-the-counter drugs, Greek consumers,