What Drives Consumers? Influence of Promotional Channels on OTC Medical Device Purchases
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资源简介：
This dataset contains survey-based research data used in the study titled “What Drives Consumers? Influence of Promotional Channels on OTC Medical Device Purchases.” The research examines consumer trust, awareness, and decision-making patterns across different promotional channels such as doctor/pharmacist recommendations, peer suggestions, online advertisements, social media influencers, and in-store promotions. The data includes anonymized responses from 161 participants and covers demographic information, device usage patterns, and Likert-scale trust ratings. This dataset supports insights into consumer behaviour, healthcare marketing strategy, and OTC medical device adoption in the Indian context.
提供机构：
Narsee Monjee Institute of Management Studies School of Pharmacy and Technology Management
