A case study on the consumer preferences of parents in Los Baños, Laguna for branded and generic over the counter counter medicine for children aged 2-17

Date

6-2023

Academic Strand

Science, Technology, Engineering, and Mathematics (STEM) Strand

Adviser

Aprhodite M. Macale

Principal

Mabel S. Buela

Abstract

Over the counter (OTC) medicine plays a crucial role in the immediate relief of symptoms of patients suffering illnesses. Since no prescription is needed to purchase such a type of medicine, consumers consider OTC medication as the primary level of defense to alleviate symptoms. However, despite branded and generic medicine being bioequivalents, the internal debate within consumers to purchase either of the two follow their preferences on a product. Previous studies constitute purchasing preference on medicine to factors such as price and effectiveness. Furthermore, perceptions of consumers and personal experiences are elements that remain influential to the purchasing decision of consumers. Given its importance to the treatment of a patient, especially children, purchasing preferences of consumers, in this case parents, are analyzed to reveal the factors influencing the development towards one inclination. This research explores the purchasing behavior of parents from Los Baños, Laguna towards branded and generic over the counter medicine in the case of their children aged 2-17 years old. With the data collected from the interviews, it was concluded that the majority of the interviewed parents from Los Baños, Laguna perceive branded medicine for their children as a better option compared to generic medicine in terms of quality and effectiveness. This behavior exhibited by parents is driven mostly by internal factors such as professional prescription, cost, and effectiveness. Personal experiences significantly impact the perception of parents on the common types of over the counter medicine with familiarity and positive feedback influencing their decision to develop a preference over the brand of medicine.

Language

English

LC Subject

Capstone

Location

University of the Philippines Rural High School

Document Type

Capstone

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