Factors Influencing on Consumers’ Decision Making in Purchasing Drug Coated Balloon

Main Article Content

Kanisorn Chaichitaton

Abstract

The objectives of the study are to 1) identify and analyze the factors that influence consumers’ decision making in purchasing drug-coated balloon in Bangkok, Thailand. 2) further provide recommendations for people related to the medical devices industry and recommendations for further research and 3) use the results for company’s marketing plans to introduce the Drug-Coated Balloon to Thai market. The target group of this research are patients, who has Peripheral artery disease (PAD) living in Bangkok. There are a total of 225 hospitals to maintain the right proportion of public and private hospitals in different area of Bangkok and choose total 8 hospitals form the northern, southern, eastern, and western part of Bangkok from a total of 253 patients. The questionnaires composed of 4 sections, which are demographic background, marketing mix, health conditions, and consumers’ decision making.


For the demographic factor the results show that from all 7 demographic factors there are 4 factors (57%) that the results show to have relationship with consumers’ decision making in purchasing drug coated balloon, which are, age, education, reimbursement, and income. For marketing mix factors the results show that all 4 marketing factors don’t have relationship with consumers’ decision making in purchasing drug coated balloon. For health conditions factors from all 5 factors only duration of illness and other disease factor (40%) have an influence to consumers’ decision making in purchasing drug coated balloon.

Keywords

Article Details

Section
Research Article

References

Alessandro, C. (2014). Drug-eluting balloons for femoro-popliteal artery disease: Emerging research. An article from the e-journal of the ESC Council for Cardiology Practice, 13(3).

Antonio, M., & Others. (2016). Results of lutonix drug-coated balloons angioplasty in below the knee arteries in critical limb ischemia patients. Italian Journal of Vascular and Endovascular Surgery, 23(1), 1-4.

Bard Peripheral Vascular. (2015). Lutonix 035 drug coated balloon PTA catheter a step ahead in SFA treatment. Retrieved March 31, 2018, form www.bardpv.com

Euromonitor International. (2016). Medical device market in 2016: Challenges in the traditional markets and new opportunities in Asia Pacific. Retrieved March 31, 2018, form https://blog.euromonitor.com/2016/02/medical-device-market-2016-opportunities-in-asia-pacific.html

Morgan Philips Executive Search. (2016). How is technology changing sales & marketing in the medical devices industry? Retrieved March 31, 2018, form https://www. morganphilipsexecutivesearch.com/blog/how-is-technology-changing-sales-marketing-in-the-medical-devices-industry-2

Neil, H. B. (1984). The concept of the marketing mix. Retrieved March 31, 2018, form https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.588.6640&rep=rep1&type=pdf

NIH. (2016). What is peripheral artery disease? Retrieved March 31, 2018, form https://www.nhlbi.nih.gov/health/health-topics/topics/pad

Pondicherry University. (2016). Consumer decision making. Retrieved March 31, 2018, form https://www.pondiuni.edu.in/storage/dde/downloads/markiii_cb.pdf

Rovinelli, J., & Hambleton, K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 2, 49-60.

Scheinert et al. (2014). The LEVANT I (Lutonix paclitaxel-coated balloon for the prevention of femoropopliteal restenosis) trial for femoropopliteal revascularization: first-in-human randomized trial of low-dose drug-coated balloon versus uncoated balloon angioplasty. JACC Cardiovasc Interv, 7(1), 8-19.

Scheller, B. (2011). Opportunities and limitations of drug-coated balloons in interventional the rapies. Herz, 36(3), 232-239.

Tepe, G., & Others. (2015). Drug-coated balloon versus standard percutaneous transluminal angioplasty for the treatment of superficial femoral and popliteal peripheral artery disease: 12-month results from the IN.PACT SFA randomized trial. Circulation, 131(5), 495-502.