Consumerology Report - Bensimon Byrne

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Methodology • • • The Gandalf Group conducted qualitative and quantitative research to produce the Consumerology Report. A national proportionate online survey was conducted among 1500 Canadians. The survey was conducted in English and French and was in field from September 26th through October 3rd, 2011. THE BENSIMON BYRNE CONSUMEROLOGY REPORT - - 2
Objectives • • • The research focused on understanding consumer consumption, perceptions and behaviours regarding over the counter medications and health supplements including vitamin, mineral and herbal supplements. Areas of exploration include: • Consumption • Reasons for use • Influences in product choice • Perceived differences between brand name and no name or private label products • Brand loyalty • Reasons for switching brands • Sources of awareness of new products Differences among the consumer segments, developed by Bensimon Byrne, were marked and can help to guide marketing efforts. THE BENSIMON BYRNE CONSUMEROLOGY REPORT - - 3
Page 1: THE BENSIMON BYRNE Consumerology Re
Page 5 and 6: The Bensimon Byrne Segments • •
Page 7 and 8: OTC Medications and Health Suppleme
Page 9 and 10: OTC Medication Use Among Consumer S
Page 11 and 12: Why Take an OTC Medication? • •
Page 13 and 14: OTC Use To Prevent Health Problems
Page 15 and 16: OTC Use To Minimize Symptoms of Hea
Page 17 and 18: OTC Use To Help One Perform During
Page 19 and 20: Health Supplement Use By Consumer S
Page 21 and 22: Health Supplement Use To Prevent He
Page 23 and 24: Health Supplement Use To Minimize S
Page 25 and 26: Health Supplement Use To Improve Pe
Page 27 and 28: Frequency of Prescription Drug Use
Page 29 and 30: Prescription Med. Use To Treat Exis
Page 31 and 32: Prescription Medication Use To Main
Page 33 and 34: Health Supplement Trends • •
Page 35 and 36: Health Supplement Trends • •
Page 37 and 38: Are People Using More Natural Produ
Page 39 and 40: Do Natural Health Products Have Les
Page 41 and 42: OTC Medication Trends • • •
Page 43 and 44: What Influences Product Choice? •
Page 45 and 46: What is Considered When Buying OTC
Page 47 and 48: What is Considered When Buying OTC
Page 49 and 50: Brand Name vs. No Name - OTC Medica
Page 51 and 52: Brand Name vs. No Name • • •
Page 53 and 54:
Brand Name vs. No Name • • •
Page 55 and 56:
The Appeal of a Low Price “For ea
Page 57 and 58:
Brand Name vs. No Name: High Qualit
Page 59 and 60:
Brand Name vs. No Name - OTC: Effec
Page 61 and 62:
Brand Name vs. No Name - OTC: Produ
Page 63 and 64:
Brand Loyalty • • • • • F
Page 65 and 66:
Brand Loyalty - Health Supplements
Page 67 and 68:
Why Switch Brands? - Runners “Usi
Page 69 and 70:
Why Switch Brands? - Spectators “
Page 71 and 72:
Health Supplements - Browsing “Wh
Page 73 and 74:
Awareness of New Products • •
Page 75 and 76:
Awareness of New Products - Walkers
Page 77 and 78:
Conclusions • • • • • •
Page 79 and 80:
Conclusions • Besides doctors, ph
Page 81 and 82:
Conclusions - Runners • • • T
Page 83 and 84:
Conclusions - Walkers • • •
Page 85:
Conclusions - Spectators • •
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Consumerology Report - Bensimon Byrne

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