Author(s): Sudhinder Singh Chowhan, Chandra Pal Yadav, Anmol Mehta, Ashok Kumar Peepliwal and Rahul Sharma
Purpose – The study aims at consumer perceptions and the factors influencing the buying behavior of antacids. Buying behavior is influenced by different variables like Price, Ingredients, Flavor, Color, Dosage Form, Efficacy, and Company. Design/methodology - The study is based on an Exploratory followed by descriptive research design. The purpose of the study is to assess consumer perception towards non-prescriptive antacids and check if any correlations exist between factors that influence the purchase of these antacids. The impact of customer attributes and preferences on the choice to purchase antacids was investigated using an empirical study with a convenience sample of 255 consumers. Finding – The research findings reveal several key insights regarding antacid use. First, acidity is the main cause of antacid use (76%), followed by heartburn (18%). Remarkably, 50% of respondents recognize the brand ENO well, compared to 31% for Digene and 47% for Gelusil. 49% of respondents said they would see a doctor if they had side effects, and 44% said they would stop using antacids. Originality/value - To prove the hypothesis, the structural equation model was applied to software version 3.2.9 to test the determining factors. This research endeavors to suggest the buying behavior adoption willingness of consumers. Future scope - Consumers' sensitivity to OTC antacids is heterogeneous; nonetheless, a greater price appears to be of little concern to most consumers and is favorable to buying decisions. Pharmaceutical companies develop strategies & target segments to profit from the peculiarities of a certain brand based on the difficulties highlighted by the research.