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Americans are more price-conscious than consumers in other countries when it comes to choosing over-the-counter medications, according to a new report by the Nielsen Co. (Adweek’s parent company). But even in the U.S., other factors stand higher in the hierarchy of considerations that guide purchase decisions.
Given a menu of choices and asked to pick the ones that are important to them when choosing such products, 30 percent of U.S. respondents cited “the price.” But even larger numbers included “I know it works” (50 percent), “I know it is safe” (42 percent) and “I have confidence in the product” (35 percent) among the factors that are important to them.
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