IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v2y2009i1p1-10.html
   My bibliography  Save this article

An empirical analysis of consumer's attitude towards OTC health supplements in India

Author

Listed:
  • Sanjeev Verma

Abstract

In recent past, an upsurge has been observed in India towards healthy and stress-free life. People are getting more inclined towards Over-The-Counter (OTC) purchase of health supplements. The segment is growing at the rate of 15%, which is twice the rate of growth for the entire pharmaceutical sector. Herein lays the greatest benefit for companies, since OTC promotion allows for free play in marketing and brand building, as in the Fast Moving Consumer Goods (FMCG) sector, with three times more consumer reach. But still the segmentation for health supplements is blurred. In this paper, an analysis has been made to identify the effect of demographics and pricing on the purchase of health supplements. This paper also highlights some of the important reasons for the purchase of OTC health supplements in India and satisfying factors for consumers.

Suggested Citation

  • Sanjeev Verma, 2009. "An empirical analysis of consumer's attitude towards OTC health supplements in India," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 2(1), pages 1-10.
    • Handle: RePEc:ids:ijicbm:v:2:y:2009:i:1:p:1-10
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=21594
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:2:y:2009:i:1:p:1-10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.