THE MEDICATION AND THE INFLUENCE OF REFERENCE GROUPS: APPLICATION OF TECHNICAL DISCRIMINANT ANALYSIS IN THE MARKET OF DRUGS KNOWN AS OVER-THECOUNTER
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Eletrônica de Ciência Administrativa |
Texto Completo: | http://www.periodicosibepes.org.br/index.php/recadm/article/view/1883 |
Resumo: | The consumption of non-prescribed medicines, known as over-the-counter (OTC), has increased the sales in retail pharmacy in Brazil. Due to this growth, this paper tried to analyze this phenomenon through the studies of interpersonal influence that was made so far in marketing. Thus, as objective, it was proposed to identify the key factors that make it possible to discriminate consumers who use OTC medicines or not self-medication. Due to this, self-medication was studied as a phenomenon in which the consumer receives or not some information for the decision making, instead of receiving information by a healthcare professional. Thus, the collected information was from two distinct groups: people who say they receive interpersonal influence (1) and people who say they do not receive interpersonal influence (0). Soon after, this information was inserted into a database and analyzed within the set of techniques that was part of the discriminant analysis. As a result, the variables that demonstrated not to discriminate these groups were: the influence of pharmacists and attendants. On the other hand, the variables that discriminate clusters, using equation, were: other medicine’s recommendation, brand (both with low discrimination power), taste other drugs and the influence of advertising (both with high discrimination power). |
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THE MEDICATION AND THE INFLUENCE OF REFERENCE GROUPS: APPLICATION OF TECHNICAL DISCRIMINANT ANALYSIS IN THE MARKET OF DRUGS KNOWN AS OVER-THECOUNTERA automedicação e a influência de grupos de referência: aplicação da técnica de análise discriminante no mercado de medicamentos over-the-counterSelf-medication; Interpersonal influences; Discriminant analysisAutomedicação; Influência Interpessoal; Análise de discriminanteThe consumption of non-prescribed medicines, known as over-the-counter (OTC), has increased the sales in retail pharmacy in Brazil. Due to this growth, this paper tried to analyze this phenomenon through the studies of interpersonal influence that was made so far in marketing. Thus, as objective, it was proposed to identify the key factors that make it possible to discriminate consumers who use OTC medicines or not self-medication. Due to this, self-medication was studied as a phenomenon in which the consumer receives or not some information for the decision making, instead of receiving information by a healthcare professional. Thus, the collected information was from two distinct groups: people who say they receive interpersonal influence (1) and people who say they do not receive interpersonal influence (0). Soon after, this information was inserted into a database and analyzed within the set of techniques that was part of the discriminant analysis. As a result, the variables that demonstrated not to discriminate these groups were: the influence of pharmacists and attendants. On the other hand, the variables that discriminate clusters, using equation, were: other medicine’s recommendation, brand (both with low discrimination power), taste other drugs and the influence of advertising (both with high discrimination power).O consumo de remédios sem prescrição médica, over-the-counter (OTC), tem aumentado em vendas no varejo farmacêutico do Brasil. Devido a esse crescimento, o presente artigo procurou analisar este fenômeno através dos estudos de influência interpessoal existente no marketing. Assim sendo, teve-se como objetivo identificar os principais fatores que tornam possível discriminar os consumidores de remédios OTC’s que utilizam ou não a automedicação. Para isto, a automedicação foi estudada como um fenômeno em que o consumidor recebe ou não alguma informação para tomada de decisão e que esta não seja dada por um profissional da saúde. Desse modo, coletou-se dados com dois agrupamentos distintos: pessoas que dizem receber influência interpessoal (1) e pessoas que dizem não receber influência interpessoal (0). Logo após, essas informações foram formatadas em um banco de dados e analisadas dentro do conjunto de técnicas que fez parte da análise discriminante. Como resultado, as variáveis que demonstraram não discriminar estes agrupamentos foram: influência do farmacêutico e atendentes. Por outro lado, as variáveis que discriminam os agrupamentos foram: recomendação de outro remédio, marca (ambos com baixo poder de discriminação) o fato de experimentar outros remédios e influência da propaganda (ambos com alto poder de discriminação). Instituto Brasileiro de Estudos e Pesquisas Sociais - IBEPESLadeira, Wagner JuniorAraujo, Clecio FalcãoSantini, Fernando de Oliveira2015-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://www.periodicosibepes.org.br/index.php/recadm/article/view/188310.21529/RECADM.2015003Revista Eletrônica de Ciência Administrativa; v. 14, n. 1 (2015): Janeiro-Abril; 5-18Revista Eletrônica de Ciência Administrativa; v. 14, n. 1 (2015): Janeiro-Abril; 5-18Revista Eletrônica de Ciência Administrativa; v. 14, n. 1 (2015): Janeiro-Abril; 5-181677-738710.21529/RECADM.20151401reponame:Revista Eletrônica de Ciência Administrativainstname:Faculdade Cenecista de Campo Largo (FACECLA)instacron:FACECLAporhttp://www.periodicosibepes.org.br/index.php/recadm/article/view/1883/855http://www.periodicosibepes.org.br/index.php/recadm/article/downloadSuppFile/1883/398Direitos autorais 2015 Wagner Junior Ladeira, Clecio Falcão Araujo, Fernando de Oliveira Santinihttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccess2018-06-05T04:21:23Zoai:periodicosibepes.org.br:article/1883Revistahttp://www.periodicosibepes.org.br/recadmONGhttp://www.periodicosibepes.org.br/recadm/oairecadm.editor@ibepes.org.br1677-73871677-7387opendoar:2018-06-05T04:21:23Revista Eletrônica de Ciência Administrativa - Faculdade Cenecista de Campo Largo (FACECLA)false |
dc.title.none.fl_str_mv |
THE MEDICATION AND THE INFLUENCE OF REFERENCE GROUPS: APPLICATION OF TECHNICAL DISCRIMINANT ANALYSIS IN THE MARKET OF DRUGS KNOWN AS OVER-THECOUNTER A automedicação e a influência de grupos de referência: aplicação da técnica de análise discriminante no mercado de medicamentos over-the-counter |
title |
THE MEDICATION AND THE INFLUENCE OF REFERENCE GROUPS: APPLICATION OF TECHNICAL DISCRIMINANT ANALYSIS IN THE MARKET OF DRUGS KNOWN AS OVER-THECOUNTER |
spellingShingle |
THE MEDICATION AND THE INFLUENCE OF REFERENCE GROUPS: APPLICATION OF TECHNICAL DISCRIMINANT ANALYSIS IN THE MARKET OF DRUGS KNOWN AS OVER-THECOUNTER Ladeira, Wagner Junior Self-medication; Interpersonal influences; Discriminant analysis Automedicação; Influência Interpessoal; Análise de discriminante |
title_short |
THE MEDICATION AND THE INFLUENCE OF REFERENCE GROUPS: APPLICATION OF TECHNICAL DISCRIMINANT ANALYSIS IN THE MARKET OF DRUGS KNOWN AS OVER-THECOUNTER |
title_full |
THE MEDICATION AND THE INFLUENCE OF REFERENCE GROUPS: APPLICATION OF TECHNICAL DISCRIMINANT ANALYSIS IN THE MARKET OF DRUGS KNOWN AS OVER-THECOUNTER |
title_fullStr |
THE MEDICATION AND THE INFLUENCE OF REFERENCE GROUPS: APPLICATION OF TECHNICAL DISCRIMINANT ANALYSIS IN THE MARKET OF DRUGS KNOWN AS OVER-THECOUNTER |
title_full_unstemmed |
THE MEDICATION AND THE INFLUENCE OF REFERENCE GROUPS: APPLICATION OF TECHNICAL DISCRIMINANT ANALYSIS IN THE MARKET OF DRUGS KNOWN AS OVER-THECOUNTER |
title_sort |
THE MEDICATION AND THE INFLUENCE OF REFERENCE GROUPS: APPLICATION OF TECHNICAL DISCRIMINANT ANALYSIS IN THE MARKET OF DRUGS KNOWN AS OVER-THECOUNTER |
author |
Ladeira, Wagner Junior |
author_facet |
Ladeira, Wagner Junior Araujo, Clecio Falcão Santini, Fernando de Oliveira |
author_role |
author |
author2 |
Araujo, Clecio Falcão Santini, Fernando de Oliveira |
author2_role |
author author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Ladeira, Wagner Junior Araujo, Clecio Falcão Santini, Fernando de Oliveira |
dc.subject.por.fl_str_mv |
Self-medication; Interpersonal influences; Discriminant analysis Automedicação; Influência Interpessoal; Análise de discriminante |
topic |
Self-medication; Interpersonal influences; Discriminant analysis Automedicação; Influência Interpessoal; Análise de discriminante |
description |
The consumption of non-prescribed medicines, known as over-the-counter (OTC), has increased the sales in retail pharmacy in Brazil. Due to this growth, this paper tried to analyze this phenomenon through the studies of interpersonal influence that was made so far in marketing. Thus, as objective, it was proposed to identify the key factors that make it possible to discriminate consumers who use OTC medicines or not self-medication. Due to this, self-medication was studied as a phenomenon in which the consumer receives or not some information for the decision making, instead of receiving information by a healthcare professional. Thus, the collected information was from two distinct groups: people who say they receive interpersonal influence (1) and people who say they do not receive interpersonal influence (0). Soon after, this information was inserted into a database and analyzed within the set of techniques that was part of the discriminant analysis. As a result, the variables that demonstrated not to discriminate these groups were: the influence of pharmacists and attendants. On the other hand, the variables that discriminate clusters, using equation, were: other medicine’s recommendation, brand (both with low discrimination power), taste other drugs and the influence of advertising (both with high discrimination power). |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-01-01 |
dc.type.none.fl_str_mv |
|
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.periodicosibepes.org.br/index.php/recadm/article/view/1883 10.21529/RECADM.2015003 |
url |
http://www.periodicosibepes.org.br/index.php/recadm/article/view/1883 |
identifier_str_mv |
10.21529/RECADM.2015003 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
http://www.periodicosibepes.org.br/index.php/recadm/article/view/1883/855 http://www.periodicosibepes.org.br/index.php/recadm/article/downloadSuppFile/1883/398 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2015 Wagner Junior Ladeira, Clecio Falcão Araujo, Fernando de Oliveira Santini https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2015 Wagner Junior Ladeira, Clecio Falcão Araujo, Fernando de Oliveira Santini https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Instituto Brasileiro de Estudos e Pesquisas Sociais - IBEPES |
publisher.none.fl_str_mv |
Instituto Brasileiro de Estudos e Pesquisas Sociais - IBEPES |
dc.source.none.fl_str_mv |
Revista Eletrônica de Ciência Administrativa; v. 14, n. 1 (2015): Janeiro-Abril; 5-18 Revista Eletrônica de Ciência Administrativa; v. 14, n. 1 (2015): Janeiro-Abril; 5-18 Revista Eletrônica de Ciência Administrativa; v. 14, n. 1 (2015): Janeiro-Abril; 5-18 1677-7387 10.21529/RECADM.20151401 reponame:Revista Eletrônica de Ciência Administrativa instname:Faculdade Cenecista de Campo Largo (FACECLA) instacron:FACECLA |
instname_str |
Faculdade Cenecista de Campo Largo (FACECLA) |
instacron_str |
FACECLA |
institution |
FACECLA |
reponame_str |
Revista Eletrônica de Ciência Administrativa |
collection |
Revista Eletrônica de Ciência Administrativa |
repository.name.fl_str_mv |
Revista Eletrônica de Ciência Administrativa - Faculdade Cenecista de Campo Largo (FACECLA) |
repository.mail.fl_str_mv |
recadm.editor@ibepes.org.br |
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1797042422898753536 |