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    MBA - Project: Consumer/end User Buying Behaviour For Cough Syrups in Local Market

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    jahanzebiba
    This document outlines an MBA project for Merck (Pvt) Ltd's GI Care business unit. The project aims to identify the buying behavior of consumers for cough syrups in the local market based on cultural, social, personal, and psychological factors. Through a questionnaire-based market survey of at least 15 samples in different income class areas, the project will assess the decision criteria of consumers from high, middle, and lower social classes. It will seek to identify the dominating influences on consumer decisions and address the common motivating factors in each class. The end goal is to establish a safety awareness campaign around self-medication of cough syrups in the local market.

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    MBA - Project: Consumer/end User Buying Behaviour For Cough Syrups in Local Market

    Uploaded by

    jahanzebiba
    5 views3 pages
    This document outlines an MBA project for Merck (Pvt) Ltd's GI Care business unit. The project aims to identify the buying behavior of consumers for cough syrups in the local market based on cultural, social, personal, and psychological factors. Through a questionnaire-based market survey of at least 15 samples in different income class areas, the project will assess the decision criteria of consumers from high, middle, and lower social classes. It will seek to identify the dominating influences on consumer decisions and address the common motivating factors in each class. The end goal is to establish a safety awareness campaign around self-medication of cough syrups in the local market.

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    Consumer Behaviour Cough Syps

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    This document outlines an MBA project for Merck (Pvt) Ltd's GI Care business unit. The project aims to identify the buying behavior of consumers for cough syrups in the local market based on cultural, social, personal, and psychological factors. Through a questionnaire-based market survey of at least 15 samples in different income class areas, the project will assess the decision criteria of consumers from high, middle, and lower social classes. It will seek to identify the dominating influences on consumer decisions and address the common motivating factors in each class. The end goal is to establish a safety awareness campaign around self-medication of cough syrups in the local market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    5 views3 pages

    MBA - Project: Consumer/end User Buying Behaviour For Cough Syrups in Local Market

    Uploaded by

    jahanzebiba
    This document outlines an MBA project for Merck (Pvt) Ltd's GI Care business unit. The project aims to identify the buying behavior of consumers for cough syrups in the local market based on cultural, social, personal, and psychological factors. Through a questionnaire-based market survey of at least 15 samples in different income class areas, the project will assess the decision criteria of consumers from high, middle, and lower social classes. It will seek to identify the dominating influences on consumer decisions and address the common motivating factors in each class. The end goal is to establish a safety awareness campaign around self-medication of cough syrups in the local market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 3

    MBA - Project

    Consumer/end user Buying Behaviour for Cough


    Syrups in local market

    Merck (Pvt) Ltd. / BU - GI Care

    Project summary
    To identify the buying behaviour of consumer / end user for Cough syrups in the
    market on the basis of four major factors as follow:
    1) Cultural
    2) Social (outside influence factor = Doctors /Chemist recommendation)

    3) Personal
    4) Psychological

    Project outcome
    Idea is to establish a campaign to highlight the
    possible safety issues associated with self
    medication of cough syrups in local market
    2

    MBA Project - BU GI Care

    Project scope
    Questionnaire based market/chemist survey to assess

    Decision criteria of consumer in Social Class (High, Middle, Lower)


    To identify dominating factors that influence consumer decision

    To address one common factor that motivates consumer decision in


    high, middle or lower class

    Key findings
    Criteria

    At least 15 samples in each income class area


    Survey must not be done in front of any major hospital of the city
    Support
    Comprehensive market information and its dynamics will be presented to
    the interested group
    MBA Project - BU GI Care

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