文章基本信息

标题：The Economic Impact of Marketing Campaigns on the Lebanese Consumer: Implications for the Pharmaceutical Industry
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作者：Bassam Hamdar ; Robert Gharios ; Antoine Awad 等
期刊名称：International Research Journal of Finance and Economics
印刷版ISSN：1450-2887
电子版ISSN：1450-2887
出版年度：2017
期号：164
页码：25-41
出版社：European Journals Inc.
摘要：Pharmaceutical companies in Lebanon are implementing marketing activities for their “Over The Counter” (OTC) pharmaceutical products in the pharmacy channel, within promotional regulations posed by the Lebanese Ministry of Health. These activities are intended to have an influence on consumers’ behavior towards OTC products, and to increase sales volume. This paper highlights the behavior of the Lebanese consumers towards marketing activities inside the pharmacy, and attempts to evaluate the effectiveness of marketing efforts associated with Pharmaceutical products. It also reflects the in-pharmacy marketing trends carried out today to affect consumer’s perception, beliefs, attitudes and buying decisions, by utilizing merchandising and promotional techniques followed in retail stores. The pharmacy channel is the only legal place to find, purchase and promote over the counter pharmaceutical products that are available to all consumers in Lebanon. The effect of promotion on consumers’ behavior is a key determinant for the success of promotional campaigns at pharmacies; promotional specifications include the product promotional displays and location of the product, the pharmacist recommendation, price, word of mouth and emotional attachment to the product. This combination of promotional elements will allow the development of new marketing strategies that can best achieve planned objectives. The study of consumer behavior depends on quantitative research tools, mainly regression analysis; utilized to affect consumer choice. The results indicated that 74.7 % of the respondents have noticed OTC products promotion inside the pharmacy. Moreover, OTC product posters at the entrance or inside the pharmacy were the most attention grabbing for 55.45% of the consumers. The results also showed that 70.43% of the consumers will include an OTC medicine in their Top Of Mind (TOM) choices when comprehending the message of the related poster.
关键词：Marketing campaigns; Lebanese consumers; pharmaceutical industry; Over the Counter (OTC); economic impact