The impact of painkiller advertising campaigns on consumers
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| Format: | Thesis |
| Kulcsszavak: | advertising campaign brand loyalty Consumer behavior egészségügy fogyasztói magatartás gyógyszerek healthcare painkillers reklámkampány |
| Online Access: | http://dolgozattar.uni-bge.hu/58762 |
| Abstract: | In my thesis, I examine how advertising campaigns for over-the-counter (OTC) painkillers affect consumer society and customers’ habits.In my opinion, the popularity of OTC painkillers is growing because of some pressure. The public healthcare system is so busy that, in many cases, people do not get medical help. This causes the phenomenon that they start to heal themselves, and they often use medicines that are easy to buy without a prescription.The goal of my research is to give a clear picture of the young, Hungarian adult consumers’ attitude towards OTC medicines, their buying and usage habits, and to explore the factors that influence their decisions. In my study, I analyse the answers of the 18–29-year-old age group. |
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