Consumer Navigation and Selection Behaviors for OTC Products in a Retail Setting

Abstract

Consumers purchase over-the-counter (OTC) products on a regular basis. In the OTC environment, there are often a number of products within a brand family. The purpose of this study was to understand how consumers navigate through the retail space to locate and select OTC products. An online survey was conducted with 204 consumers to learn more about how they navigate and select OTC products. Consumers navigate by using store signage when they enter the retail setting and begin to search for OTC products. Once in the OTC area, 89% find the aisle relating to the product category (therapeutic area). To find the shelf (the product indication), 76% of consumers use a combination of the brand name (56%) and trade dress (20%), meaning colors, graphics and logos. When asked if the brand name facilitates finding the product they need at the shelf, 87% of consumers state that it does. Consumers make selection decisions based on a combination of factors including their symptoms, the brand name and the price (38%, 27% and 23% respectively).