Brand salience of OTC pharmaceuticals through package appearance

Abstract

Purpose -The changing health care market is affecting consumers who are now expected to take greater responsibility for their health. Their means for doing this include purchasing self-medication and medical self-service, which coincides neatly with an increase in the number of over-the-counter (OTC) pharmaceuticals. Additionally, OTC pharmaceuticals are progressively becoming available in a wider range of stores, where the pharmacists' knowledge of the OTC products is absent. This study aims to examine packaging as media that conveys the product message at the point of purchase, and to explore the impact of its extrinsic verbal and visual product cues. Design/methodology/approach -An exploratory conjoint analysis was conducted in Finland, the USA, and Ghana. In total, 89 respondents conducted conjoint tasks for two product types, i.e. a painkiller and sore throat medicine. Findings -The results showed differences and similarities in the impact of the packaging product cues across Finland, the USA, and Ghana. Differences and similarities were also detected across the two different, but related, product types. The study found that the impact of product cues is contextual, varying across the samples and product types. Practical implications -The results are limited by the exploratory nature of the conjoint analysis. They highlight that medical marketers should recognize the varying impact of salient cues on consumers' product preferences and choices. Originality/value -The study deals with a mostly unexplored issue and provides exploratory insights into the phenomenon.

Strategic Use of Colour in Brand Packaging

“…Kauppinen et al . (2012) suggest that instead of viewing packaging as an external cue of the product, it could be seen as an integral part of the brand and as an in‐store media conveying the brand identity and message at the point of purchase. Thus, it is important to understand the effect and functions of the various verbal/numerical (brand name, manufacturer, country of origin and price) and visual extrinsic product cues (size, shape, material, graphics, picture, letter font and colour) that contribute to the holistic brand packaging experience …”

“…Interestingly, though, it has been shown that high‐risk products such as pharmaceuticals may unconsciously be chosen for their packaging colours. For these products, the impact of packaging colour varies according to product type, age of purchaser and nationality. This is explained by the varying meanings that colour communicates, suggesting that visual extrinsic cues are in fact used as informative cues, even for high‐involvement products in situations characterized by haste, a low level of product knowledge and possibly also health illiteracy.…”

“…Kauppinen‐Räisänen (2010) found that Finns preferred painkillers in blue and green and sore throat medicine in yellow and green, although older people preferred red packages for painkillers . Ghanaians, by contrast, favour green packages for painkillers . A related issue that has not been noted by past research is the effect of brand familiarity and level of involvement on colour aesthetics.…”

“…18 Although packaging design is influenced by various external issues related to environmental, logistical and retail requirements and to technology and material developments, 19 the present study claims that the design of packaging appearance is least pre-determined, providing promotional potentials that deserve strategic exploitation. Kauppinen et al (2012) 20 suggest that instead of viewing packaging as an external cue of the product, it could be seen as an integral part of the brand and as an in-store media conveying the brand identity and message at the point of purchase. Thus, it is important to understand the effect and functions of the various verbal/numerical (brand name, manufacturer, country of origin and price) and visual extrinsic product cues (size, shape, material, graphics, picture, letter font and colour) that contribute to the holistic brand packaging experience.…”

“…Thus, it is important to understand the effect and functions of the various verbal/numerical (brand name, manufacturer, country of origin and price) and visual extrinsic product cues (size, shape, material, graphics, picture, letter font and colour) that contribute to the holistic brand packaging experience. 20,21…”