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Consumer Behavior complements and consummates the application of “Marketing Concept” in every organization as a way of achieving overall corporate objectives. Consumers’ experience has been widened by their exposure to competing products, rapid ch

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

anges in technology, which result in regular availability of innovative products. The information-age consumers are ardent information processors that undergo a lot of internal and external considerations before and after purchasing a product or s

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

rvice. They set high expectations for any product or service to meet their present and future needs.

Marketers’ success now anchors on the extent to which they understand and respond perfectly to the behavior of consumers. Marketers are compelled

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

to search for new ideas, theories and principles from behavioral sciences like anthropology, sociology, psychology, and economics. It has been found that a consumer involves consideration from these perspectives when making their purchase decision

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

. However, only a few part of these fields have so far been incorporated into consumer behavior. This relevant part includes topics on which practical researches have been conducted and validated.

For a marketer to penetrate the hearts of numerou

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

prospects and consumers, to let them react positively to his products or service; understanding the behavior of consumers is unavoidable because the knowledge acquired about the consumers has an important role to play for the marketer ‘success.

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

CONSUMER BEHAVIOR AND MARKETING

Professional marketers uses an understanding of consumer behavior to anticipate future behavior based on the implementation of specific marketing strategies. A knowledge of consumer behavior serves as a strong ba

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

is for the development of effective and efficient marketing strategy. A careful monitoring of Consumer Behavior in the competitive market enables the marketer to measure the success or failure of a specific marketing strategy. Marketer also uses k

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

owledge of consumer behavior to segment their market.

BUYING DECISIONS

Howard and Sheath (1980) have distinguished three types of buying decision behavior:
1.Routinised response behavior
2.Limited problem solving
3.Extensive probl

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

m solving

In buying a product or service, the buyer goes through a decision process consisting of problem recognition, information search and evaluation of alternatives, purchase decision and post purchase behavior. The marketer’s job is to

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

nderstand the buyer’s behavior at each stage and what influences the prospects and consumers.

Limited problem solving exists when the need is known, every information on the alternative means of solving the problem is also known and the decision

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

maker has to make his decision within the given spectrum.

Extensive problem solving embraces greater uncertainty and there is risk that the final decision is wrongly made. Often the decision maker on his own has very little information on the i

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ems and may seek to update this from his friends or professionals.

MODELS OF CONSUMER BEHAVIOR

A model is a simplified representation of a real phenomenon. Model of Consumer Behavior can be expressed verbally or algebraically, but in some cases

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

hey take the form of elaborate mathematical form or flow chart. For example, consumption C is a function of income Y, or C =F (Y)

All Marketers, in collecting, analyzing and interpreting data, use MODELS as a basis for the systematic study of Co

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

sumer Behavior. They are interested in understanding the decision processes involved and the relationship between or among the variables that affect consumer decision-making processes.

Consumer Behavior models are concerned with the relationships

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

between inputs into the buying decision, and resultant outcome. This outcome may be positive or negative, a decision to make purchase, or decision to reject a product or service. In dealing with consumers, marketers are confronted with a variety o

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

f response possibilities and countless environmental variables.

MODELS CLASSIFICATION

Models of Consumer Behavior can be classified under three broad headings:
1. Black box models; which take no account of the mental processes involved in d

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

cision taking, and internal variables are ignored.
2. Personal variable models; which are primarily concerned with internal psychological variables and take no account of external environmental variables.
3. Comprehensive models; which a

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

m to include all categories of variables that have an influence on Consumer Behavior. This model takes both the personal and environmental variables into account. They include the so-called "grand models" such as those put forward by Howard and Sh

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ath, Engel, Kollat and Blackwell, Nicosia.

For detailed information on consumer behavior and application to improve marketing performance and boost sales, purchase my e-book titled “Multi-dimensional Analysis of Consumer Behavior” on my website

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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