How potent is my potion? Intuitive judgments in consumer decision making for OTC products
Anjali PuriCustomized Products & Services Group, Asia Pacific; The Nielsen Company, India
Sumeet SalujaGlaxo SmithKline Consumer Healthcare, India
INTRODUCTION
Creating change in today's marketplace is a challenge in any category, with rising clutter levels and tuned-out consumers. Marketers across categories have been grappling, for quite some time now, with 'autopilot' brand choices, habit-driven consumers and the difficulty of changing entrenched behavioral patterns. In healthcare categories, especially in the area of self-medication, the challenge of influencing decisions is a particularly difficult one, for at least...