Evaluation of The Impact of Direct-To-Consumer (DTC) Pharmaceutical Marketing on Brand Popularity, Consumer Awareness and Consumer Buying Behaviour for Over-The-Counter (OTC) Products

Abstract

Direct-to-consumer (DTC) advertising is essential for promoting over-the-counter (OTC) pharmaceuticals in the fast-changing consumer healthcare scene. The purpose of this study is to assess how DTC pharmaceutical marketing affects consumer knowledge, brand popularity, and OTC purchase behaviour. A cross-sectional survey design with a sample size of 385 participants chosen by convenience sampling was used in this quantitative study. T-tests and other statistical analysis were used to look at the connections between DTC advertising and customer behaviour. The results showed that consumers' purchase decisions are greatly influenced by brand reputation, with a noteworthy dependence on promoted brands in a variety of product categories. Research has shown that pharmaceutical commercials significantly influence consumers' attention and decision-making, highlighting their influence on consumer behaviour. Additionally, the research findings demonstrated that customers exhibited differing levels of brand recognition and loyalty, underscoring the significance of branding and marketing tactics in creating a competitive advantage. Some consumers now find ingredient understanding to be a significant factor, which suggests there are chances for firms to stand out from the competition by communicating openly. In summary, this study adds to a more sophisticated knowledge of pharmaceutical industry marketing tactics and customer behaviour. The results highlight how important consumer education, targeted advertising, and brand familiarity are in influencing customer preferences and decision-making. Pharmaceutical businesses can use these insights going ahead to improve customer involvement in the changing healthcare landscape and create more effective marketing campaigns. In summary, this study adds to a more sophisticated knowledge of pharmaceutical industry marketing tactics and customer behaviour. The results highlight how important consumer education, targeted advertising, and brand familiarity are in influencing customer preferences and decision-making. Pharmaceutical businesses can use these insights going ahead to improve customer involvement in the changing healthcare landscape and create more effective marketing campaigns.