Brand Positioning in Painkiller Drugs: An Application on Consumers


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Ekiyor A., Tarsuslu S., Altan F.

International Conference on Health Care Reform, Health Economics and Health Policy, New York, United States Of America, 21 - 24 January 2020, vol.82, no.1934120, pp.15396-15407

  • Publication Type: Conference Paper / Full Text
  • Volume: 82
  • City: New York
  • Country: United States Of America
  • Page Numbers: pp.15396-15407
  • Erzincan Binali Yildirim University Affiliated: Yes

Abstract

Together with the information age, developing technology and increasing competition cause some changes in the marketing understanding. The businesses are obliged to differentiate their brands and develop new strategies due to the changes and increasing competition. Therefore, the businesses need costumer-oriented understanding, which takes the consumers’ requests and need in consideration, and marketing strategies. Further, they apply to various tools which help them gain a seat in the consumers’ mind. One of the sectors in which the competition gathers speed is the pharmaceutical industry. The drugs market has been growing both in the world and in Turkey. Many brands, which are located in the same product category, take their place in the growing drug market. Also, the consumers are expected to choose one the drugs in the same product category and decide rationally by making the right choice. When the consumers make their choices, besides the positioning of brands in the consumers’ minds, the family practitioners’ advices are also effective.

This study was directed to patients who consult their family practitioners and it was aimed to determine the patients’ brand positioning of drugs for painkillers (painkiller drug). In this context, it was tried to determine the positioning of painkiller drugs in the consumers’ minds. In the study painkiller brand positioning scale, which was compiled from the brand positioning studies of Cengiz (2006), Özaslan (2007) and Özbay (2012), was used. The poll consists of two sections and 18 questions. In the first section there are some socio-demographic questions such as; patients’ gender, age, education, monthly income, preference for health facilities, their health coverages, frequency of consulting to the family practitioners, their use of painkillers apart from the family practitioners’ advices and their average frequency of consuming painkillers. In the second section of the scale there are questions to determine the brand positioning of drugs which are divided into two groups as original and generic. The study was applied to 196 people who consulted to the various family practitioners in Erzincan. Descriptive statistics, T-Test and ANOVA was used for the analysis of the obtained data. The results showed that when the painkillers were mentioned the first brand which came to participants’ minds was Apranax with 47,0%, and when the brand recognition of painkillers were asked, it was again Apranax with 20,91%, the second was Voltaren with 14,79% and the third was Minoset with 14,28%. Also, when the situation of re-using the painkiller brand for the next time the results was as follows: Voltaren with 47,76% , Apranax with 46,16% and Dolarex with 43,33%. Accordingly, it was understood that the participants positioned these brands in their minds. Statistical significance (p<0,005) was found between most commonly used painkiller brand (Apranax) and its price. Also there was statistical significance between the first three painkiller brands (Apranax, Voltaren and Minoset), the price of the painkillers and the variables of using the painkillers except for the family practitioners’ advices (p<0,005). Further, the statistical significance was also determined between the variable of the first three painkiller brands when painkillers are spoken and variable of the level of education. Finally, there was statistically significance between the most commonly used painkiller brand and average frequency of consumption (p<0,005).