1OTC感冒药市场调研报告一、消费者与感冒........................................21、总体状况.............................................................................................................................22、一些概念.............................................................................................................................33、患感冒后的行为.................................................................................................................3二、消费者与感冒药....................................51、消费者对感冒药的看法.....................................................................................................52、消费者对感冒药作用的认知.............................................................................................63、对剂型的认知和需求.........................................................................................................74、对药量和使用时间的认知.................................................................................................75、对感冒药价格的期望.........................................................................................................96、对一次感冒期间感冒药花费的认知...............................................................................10三、感冒药品牌认知..................................111、第一提及品牌认知...........................................................................................................112、全部不经提示品牌认知...................................................................................................123、提示后品牌认知...............................................................................................................134、感冒药品牌认知渠道.......................................................................................................145、XX市场的OTC感冒药竞争品牌..................................................................................15四、新产品推出价格测试..........................17五、消费者感冒药的消费行为..................191、感冒药使用习惯...............................................................................................................192、感冒药购买时机...............................................................................................................203、购买地点...........................................................................................................................214、广告的作用.......................................................................................................................215、对使用的感冒药的满意度...............................................................................................236、儿童感冒用药...................................................................................................................23六、结论与建议..........................................251、结论...................................................................................................................................252、建议...................................................................................................................................26附录：消费者的话......................................271、购买这种药品的原因........................................................................................
