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Journal description
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Details for article 14 of 17 found articles
| Title: |
The Effect of Consumer Perceptions on Generic OTC Usage Among the Elderly |
| Author: |
Strutton, H. David Pelton, Lou E. Lumpkin, James R. |
| Appeared in: |
Health marketing quarterly |
| Paging: | Volume 10 (1993) nr. 1-2 pages 169-184 |
| Year: |
1993-03-10 |
| Contents: |
The rise of generic alternatives to branded over-the-counter products in the U.S. posits new strategic positioning challenges 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. |
| Publisher: |
Routledge |
| Source file: |
Elektronische Wetenschappelijke Tijdschriften |
Details for article 14 of 17 found articles
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