Product packaging is a tool that significantly influences consumers' decisions when buying a product.
Within the last decade, the pharmaceutical industry has taken steps to improve the customization of drug packaging to better fit their customers’ needs. In order to understand their target audience habits concerning the purchase of medicine, and to determine the importance of drug packaging and its elements in the customer's decision making process, both quantitative and qualitative studies have been conducted.
According to the results of the quantitative survey, the most common place of purchase of medicine in Poland is a pharmacy. Last year, 97% of our respondents found their way into one. Despite the growing tendency towards online shopping, only 7% of the respondents were willing to buy drugs online; the vast majority (exactly 73%) of Poles are convinced that the purchase of medicine online is less secure. Slightly more often the drugs were bought in multi-branch stores - 15% of the respondents.
How should the packaging look?
The study helped find the proper content that should always be present on the packaging of drugs. One of the most important elements is the expiration date - 76% of indications. Information about drug usage is second in importance - 59%, dosage - 56%, side effects - 55%. Exactly half of the respondents draw attention to the specific composition of the medicine.
Readability is widely considered as one of the most important aspects of the packaging, as indicated by 62% of our respondents. 43% named protection against mechanical damage a worthy trait, and protection against light, temperature and moisture was nearly as commonly mentioned - 41% of indications.
Zapraszamy do zapoznania się z naszą kompletną ofertą. Proponujemy pełne spectrum usług – od opracowania, poprzez przeprowadzenie badania, aż po analizę wyników.
Nasz Serwis internetowy używa plików cookies do prawidłowego działania strony. Korzystanie z Serwisu bez zmiany ustawień dla plików cookies oznacza, że będą one zapisywane w pamięci urządzenia. Ustawienia te można zmieniać w przeglądarce internetowej. Więcej informacji udostępniamy w Polityce plików cookies