Healthy Skepticism Library item: 9609

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Publication type: Journal Article

Laroche M, Rosenblatt J, Wahler L, Bliemel F.
Economic considerations for dispensing pharmacists: the impact of price-quality evaluations on brand categorization.
J Pharm Mark Manage 1986 Fal; 1:(1):41-60

Abstract:

This paper examines consumer brand categorization in view of price-quality evaluations. In particular it examines the relationship of the Brisoux and Laroche (1980) brand categorization process and the Bliemel (1984) conceptualization of consumers’ price-quality evaluations, in a pharmaceutical marketing context. The findings suggest that: the Brisoux-Laroche conceptualization is supported in a pharmaceutical/industrial marketing scenario; and, the pharmacists’ categorization of brands (i.e., into the evoked, hold, foggy, and reject sets) can be partially explained as an outcome of a price-quality evaluation process.

The relationship of the Brisoux and Laroche (1980) brand categorization process and the Bliemel (1984) conceptualization of consumers’ price-quality evaluations in a pharmaceutical marketing context is examined. The findings suggest that the Brisoux-Laroche conceptualization is supported in a pharmaceutical/industrial marketing scenario; and the pharmacists’ categorization of prescription drug brands (i.e., into the evoked, hold, foggy, and reject sets) can be partially explained as an outcome of a price-quality evaluation process. It is concluded that the brand categorization process and the price-quality model can be applied to pharmacists in the case of prescription drugs.

Keywords:
Canada Consumer Participation/economics* Cost-Benefit Analysis Decision Making* Evaluation Studies Humans Models, Psychological Prescriptions, Drug/standards*