The Influence of Advertising on the Purchase of Pharmaceutical Products

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F12%3A86079359" target="_blank" >RIV/61989100:27510/12:86079359 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The Influence of Advertising on the Purchase of Pharmaceutical Products

Popis výsledku v původním jazyce

The size of the pharmaceutical market and pharmaceutical sales is increasing constantly. The market is flooded with new drugs and preparations. There is an increasing amount of advertising (e.g. television and print) for these medicaments. This paper analyses the relationship between (1) advertisement awareness and the purchase of medicaments and (2) noticing advertising leaflets in a pharmacy and the purchase of medicaments. Five groups of drugs are monitored, namely vitamins and minerals, immunity support medicines, painkillers, pharmaceutical cosmetics and medicines to support the nervous system. Analysis is carried out using logistic regression methods to determine the odds ratio of purchase and purchase probability. The coefficients are estimatedusing the maximum likelihood method. The contribution involves listing those pharmaceutical products whose purchase is influenced by advertising. We found relationships between purchase and advertisement awareness (print and television) f

Název v anglickém jazyce

The Influence of Advertising on the Purchase of Pharmaceutical Products

Popis výsledku anglicky

The size of the pharmaceutical market and pharmaceutical sales is increasing constantly. The market is flooded with new drugs and preparations. There is an increasing amount of advertising (e.g. television and print) for these medicaments. This paper analyses the relationship between (1) advertisement awareness and the purchase of medicaments and (2) noticing advertising leaflets in a pharmacy and the purchase of medicaments. Five groups of drugs are monitored, namely vitamins and minerals, immunity support medicines, painkillers, pharmaceutical cosmetics and medicines to support the nervous system. Analysis is carried out using logistic regression methods to determine the odds ratio of purchase and purchase probability. The coefficients are estimatedusing the maximum likelihood method. The contribution involves listing those pharmaceutical products whose purchase is influenced by advertising. We found relationships between purchase and advertisement awareness (print and television) f

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2012

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Ekonomická revue - Central European Review of Economics Issues

ISSN

1212-3951

e-ISSN

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Svazek periodika

15

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

13

Strana od-do

177-189

Kód UT WoS článku

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EID výsledku v databázi Scopus

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