Abstract
The purpose of this study was to determine consumer purchasing behavior for 38 private-label and brand-name over-thecounter products. Questionnaires were administered to 525 consurners at 3 chain pharmacies in different socioeconomic areas. Overall, 68.7% of the respondents indicated purchase of the private-label product, and 80.5% indicated that the quality of private-label and brand-name products is equivalent. The results showed a possible association between perceived product quality and purchase decision. Results also showed that all of the private-label products could withstand a price increase before a majority of respondents would switch to the brand-name product. Sixty-four percent of the respondents indicated that they would change their purchase decision based on the recommendation of a pharmacist.
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