Introduction: Some of the most dynamically de- veloping markets in the pharmaceutical sector are those of food supplements and non-prescription med- icines (OTC-products). The aim of this study is to ex- amine the consumers` behaviour of immunostimu- lants for children and to analyse the most important characteristics that determine consumers` choice.
Material and Methods: The survey was conduct- ed in Varna between October and November 2016, us- ing direct anonymous inquiry in electronic form. The respondents are 115 women - working mothers with children - the main clients of immunostimulants for children.
Results and Discussion: It is found that the ma- jority of respondents (65.2%) regularly buy immuno- stimulants for their children. Most often, the initial in- formation is received by the general practitioner and in this case, the doctor may be defined as the `opinion leader`, who determines the choice of the users. The majority of respondents are satisfied with the ratio be- tween the quality of the chosen immunostimulant and the price they paid. Leading factor in purchasing an immunostimulant for children is not price but quali- ty. The trademark is important in choosing immuno- stimulants, according to one-third of the respondents. Conclusions: Studying the consumers` profiles and their motives for the use of OTC-products is essential for the market performance of the pharmaceutical
companies as well as the pharmacies` sales.
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