Choice experiment to assess consumer attributes for a pharmaceutical product

Bica V.C.; Martins V.L.M.; Raymundo Belleza M.; Lermen F.H.; Echeveste M.E.S. · International Journal of Pharmaceutical and Healthcare Marketing (2023) · DOI: 10.1108/ijphm-05-2021-0050

Resumen

Purpose: This study aims to identify the appropriate combination of attributes that must be present to deliver value in a new product for a pharmaceutical enterprise. Design/methodology/approach: The application object was the Metronidazole analytical standard, using choice experiments to product attributes and price. Findings: The practical results indicate that consumer value anticipation allows entry into the market with higher competitiveness. Originality/value: Conceptually, it uses a value delivery approach, generally applied to large companies, in a case aimed at enterprises. In practice, for the enterprise studied, the value anticipation by the consumer allows entry into the market with higher competitiveness.