What Drives Consumers? Influence of Promotional Channels on OTC Medical Device Purchases
Description
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.
Files
Steps to reproduce
1.Download the anonymized survey dataset provided in this repository. 2.Review the questionnaire structure included in the supplementary PDF/Excel file. 3.Import the dataset into any statistical software (Excel, SPSS, R, or Python). 4.Calculate frequency distributions and percentages for each survey question. 5.Generate bar charts or pie charts for trust ratings and device usage patterns. 6.Compare trust levels across promotional channels (doctor/pharmacist, peers, online ads, social media, in-store promotions). 7.Interpret the results using descriptive statistics. 8.Cross-verify that no personally identifiable information is included in the dataset.
Institutions
- Narsee Monjee Institute of Management Studies School of Pharmacy and Technology Management