A automedicação e a influência de grupos de referência: aplicação da técnica de análise discriminante no mercado de medicamentos over-the-counter

Wagner Junior Ladeira, Clecio Falcão Araujo, Fernando de Oliveira Santini
DOI: https://doi.org/10.21529/RECADM.2015003

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Resumo

O consumo de remédios sem prescrição médica, over-the-counter (OTC), tem aumentado em vendas no varejo farmacêutico do Brasil. Devido a esse crescimento, o presente artigo procurou analisar este fenômeno através dos estudos de influência interpessoal existente no marketing. Assim sendo, teve-se como objetivo identificar os principais fatores que tornam possível discriminar os consumidores de remédios OTC’s que utilizam ou não a automedicação. Para isto, a automedicação foi estudada como um fenômeno em que o consumidor recebe ou não alguma informação para tomada de decisão e que esta não seja dada por um profissional da saúde. Desse modo, coletou-se dados com dois agrupamentos distintos: pessoas que dizem receber influência interpessoal (1) e pessoas que dizem não receber influência interpessoal (0). Logo após, essas informações foram formatadas em um banco de dados e analisadas dentro do conjunto de técnicas que fez parte da análise discriminante. Como resultado, as variáveis que demonstraram não discriminar estes agrupamentos foram: influência do farmacêutico e atendentes. Por outro lado, as variáveis que discriminam os agrupamentos foram: recomendação de outro remédio, marca (ambos com baixo poder de discriminação) o fato de experimentar outros remédios e influência da propaganda (ambos com alto poder de discriminação).

 


Palavras-chave

Automedicação; Influência Interpessoal; Análise de discriminante

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