The Covid-19 pandemic significantly transformed consumer behavior, particularly in the pharmaceutical sector. This study investigates the socio-demographic characteristics and decision-making processes influencing the purchase of non-prescription (SOP) medications specifically designed to alleviate Covid-19 symptoms.
Through a combination of qualitative interviews and quantitative statistical analyses, the research aims to segment the consumer base, identify key behavioral drivers, and provide actionable recommendations for pharmaceutical companies operating in the post-pandemic market.
Research Questions
How can consumers of SOP medications for Covid-19 symptoms be segmented?
What factors most significantly influence the propensity to purchase such medications?
How do socio-demographic characteristics shape consumer decisions?
How do personal experiences with Covid-19 affect purchasing behaviors?
Desk Research: Understanding the Pharmaceutical Landscape
The analysis begins with an overview of the pharmaceutical market in Italy, where SOP medications play a significant role. In 2022, sales of SOP drugs saw a notable increase, contributing to 16.8% of the retail pharmaceutical market in terms of value. These medications, offering accessibility and convenience, have become a key option for addressing mild symptoms in a post-pandemic world.
Phase 1: Qualitative Research
The qualitative phase consisted of in-depth interviews with 10 individuals. Participants varied in age, gender, geographic location, and experiences with Covid-19. The interviews aimed to uncover psychological, emotional, and practical considerations driving SOP medication choices.
Key Findings
Health Awareness: Individuals who experienced Covid-19 symptoms directly or through close contact showed a heightened interest in SOP medications.
Trust in Medical Advice: Many participants expressed reliance on recommendations from healthcare professionals, valuing safety and perceived efficacy over price.
Convenience: The availability of non-prescription medications emerged as a major driver, especially for those living in urban areas with easy access to pharmacies.
These insights informed the design of the quantitative survey, ensuring that it addressed the most significant factors identified during the interviews.
Phase 2: Quantitative Research
The structured questionnaire was distributed to a sample of 231 respondents, targeting individuals aged 16 and older, residing in Italy, and familiar with SOP medications. The survey included the following sections:
Demographics: Gender, age, education, and geographic location.
Covid-19 Experience: Personal and indirect exposure to the virus.
Health Behaviors: SOP medication usage frequency and preferences.
Attitudes Toward SOP Medications: Trust, effectiveness, and willingness to purchase.
A series of statistical methods were employed to analyze the data:
Descriptive Statistics: To profile the sample and summarize key trends.
Factor Analysis: To uncover underlying dimensions driving consumer behavior.
Cluster Analysis: To segment consumers into distinct groups based on their behaviors and preferences.
Comparative test: To examine relationships between variables to determine significant influences on specific outcomes.
Cross-Analysis: To Identify associations between variables and group characteristics to reveal patterns in behavior.
Key Insights from Statistical Analyses
1. Descriptive statistics
The sample was well-distributed across genders (52% female, 48% male) and age groups, with a significant portion aged between 26 and 35 years (35%). 45% of respondents held a university degree, while the remainder had completed secondary or vocational education.
Geographically, respondents were spread across Italy, with urban residents demonstrating a higher likelihood of purchasing SOP medications due to greater accessibility.
2. Factor Analysis
Six factors were identified, each representing a critical element influencing consumer decisions:
Drug practicality (mode of administration, ease of use, treatment duration).
Drug safety (side effects, overall safety).
Medical influence (need for prescription, medical recommendations, compatibility with other medicines).
Market orientation (price, opinions/reviews).
Reputation and reviews (brand recognition, opinions, medical recommendations).
Accessibility and availability (availability in pharmacies).
3. Cluster Analysis
Based on the six factors, three consumer clusters were identified:
Cluster 1: Safety-oriented individuals prioritize drug safety and medical recommendations.
Cluster 2: Balanced practicality and reviews reflect a balance between practical factors and product reputation.
Cluster 3: Reputation-oriented consumers are primarily influenced by product reputation, with less emphasis on safety.
4. Comparative Test
A chi-square test revealed a statistically significant relationship between the likelihood of purchasing the drug and opinions on mandatory vaccine administration (p = 0.008). This suggests that views on vaccines strongly influence purchasing decisions.
5. Cross-Analysis
The analysis showed a significant link between severe illnesses and the importance placed on drug compatibility. Individuals with severe conditions, often using multiple medications, prioritize compatibility to avoid interactions, shaping their purchase behavior.
Marketing Implications
Enhancing Consumer Trust
Educational campaigns emphasizing the safety and efficacy of SOP medications are essential, particularly for skeptical consumers.
Addressing Price Sensitivity
Introducing tiered pricing strategies can appeal to both price-sensitive and health-conscious segments, ensuring accessibility without compromising profitability.
Improving Accessibility
Expanding availability through online platforms and pharmacy partnerships can cater to urban and rural consumers alike.
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