The Pharmaceutical Journal
Vol 278 No 7444 insert
24 March 2007

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Consumer opinions

Retail pharmacy summary

Product packaging is the biggest “influencer” when deciding which brand of OTC medicine to buy. According to a survey conducted by Retail Eyes, it influences 48 per cent of respondents.

Other influencers included advertising, brand, price and recommendations from friends. Surprisingly, only 2.8 per cent of respondents said that the perceived strength of a product was an influence.