Cough and Cold OTC Medicines Consumption Behaviour and Impact of Marketing

Abstract

Background: Coughs and colds are among the most prevalent health issues worldwide, leading to a substantial market demand for over-the-counter (OTC) medications. This demand has surged in recent years as people increasingly opt for self-care options rather than visiting doctors for minor ailments. Consequently, the global market value of OTC medicines has witnessed a significant increase. To better understand the dynamics of consumer behavior surrounding OTC medications for cough and cold relief, this survey aims to delve into the factors that influence OTC medicine consumption and the role of advertising and marketing in shaping purchasing decisions. Objectives: The present study was designed to study the consumer behaviour of cough and cold OTC medicines and impact of advertising and marketing. Methods: A Google survey form was administered to study frequency of cough and cold in a year, typical duration of infection and symptoms, effect of the infection on their daily life, awareness of causes of the same and types of OTC medicines consumers use for cough and cold. Through the survey we also investigated the prevalent treatment choices and market trends. We also analyzed how advertising influences brand awareness, product selection, and overall purchasing behavior for OTC cough and cold medications. Results: A significant majority of respondents reported experiencing cough and cold symptoms 1-2 times annually, highlighting the prevalence of these ailments. When it comes to the typical duration of illness, the majority experienced symptoms for 1-2 days to 3-5 days, underscoring the temporary yet disruptive nature of respiratory illnesses. The reported symptoms of coughs and colds, such as coughing and runny nose, align with common respiratory ailments experienced by individuals. These symptoms can have multifaceted impacts on daily life, ranging from cognitive difficulties and disruptions to routines to practical consequences like the need to take leave from work or school. The majority of respondents prioritize potential side effects (58.8%) and medication effectiveness (54.9%), reflecting concerns about the risks and benefits associated with treatment options. In terms of treatment preferences, respondents demonstrated a preference for both traditional and allopathic medicines, highlighting a diverse range of approaches to managing cough and cold symptoms. Conclusion: Our study offered some valuable insights into consumers' perceptions and behaviour regarding OTC medicines for cough and cold. It highlighted the diverse preferences for receiving information about these medicines, with an almost equal split between traditional marketing channels and digital channels. While some respondents felt that cough and cold medicine brands effectively communicate their benefits, others express concerns about the seriousness of symptoms portrayed in advertisements. Interestingly, a significant portion of respondents encountered these advertisements frequently, yet many rarely discussed medications with their doctor before purchasing. Overall, these findings underscore the importance of tailored marketing strategies and the need for increased dialogue between consumers and healthcare professionals to ensure informed and safe medication use.