沈阳市民口服品牌感冒药购买行为的影响因素调查分析.PDFVIP

·调查分析· 沈阳市民口服品牌感冒药购买行为的影响因素调查分析 ＊ # 张经纬 ，孟令全 ，罗雅双，刘 轩（沈阳药科大学工商管理学院，沈阳 110016） 中图分类号 R 195 文献标志码 A 文章编号 1001-0408（2014）32-2980-03 DOI 10.6039/j.issn. 1001-0408.2014.32.02 摘 要 目的：了解沈阳市民口服品牌感冒药购买行为的影响因素，为医药企业的生产和营销提供参考。方法：随机选择沈阳市 九大区部分居民，就其对口服品牌感冒药的认知、评价和购买情况进行问卷调查，对所收集的原始数据进行统计分析。结果：共发 放问卷425份，回收有效问卷405份，有效回收率为95.3％。调查结果表明，口服品牌感冒药的知名度、畅销度和信誉度排名相似 但并无必然联系；药品特性、获知药品渠道以及感冒症状均会不同程度影响受访者的购买行为；口服品牌感冒药的知名度并不依 附于企业的知名度；受访者对市场现有口服品牌感冒药的各个方面的满意度有所不同，企业仍有较大提升空间。结论：企业应树 立“信誉第一、质量先行”理念；慎重开展广告宣传，合理引导消费需求；抓住历史机遇，开拓中成药市场。 关键词 口服品牌感冒药；购买行为；影响因素；调查分析 Investigation and Analysis of Influential Factors of Brand Purchasing Behavior of Oral Cold Medicine of Consumers in Shenyang ZHANG Jing-wei ，MENG Ling-quan ，LUO Ya-shuang ，LIU Xuan （School of Business Administration ，Shenyang Pharmaceutical University ，Shenyang 110016，China ） ABSTRACT OBJECTIVE ：To investigate the influential factors of purchasing behavior of oral brand cold medicines of consum- ers in Shenyang ，and to provide reference for the manufacturing and marketing of pharmaceutical enterprises. METHODS ：Ques- tionnaires survey was conducted among the residents of nine districts in Shenyang ，covering the understanding ，evaluation and pur- chase of oral brand cold medicine ；the primary data was analyzed statistically. RESULTS ：425 questionnaires were sent out ，and 405 effective questionnaires were returned with effective return ratio of 95.3％. The publicity ，popularity and the reputation rank of brand cold medicines were similar in ranking and there was no necessary connection among them. The property of medicine ，the way to understand the medicine and the symptom of cold could influence consumers ’behavior of purchasing medicine to different degrees. The popularity of the brand cold medicine didn ’t depend on the publicity of pharmaceutical factory. Consumers had