A MULTIPLE CASE STUDY ON CONSUMER BUYING BEHAVIOR OF BLOOD PRESSURE MONITOR IN THE NETHERLANDS

Abstract

Purpose The purpose of this research is to evaluate the correlation between OMRON Healthcare Europe BV Marketing Mix (5Ps) for their Blood Pressure Monitor category in The Netherlands, and the Country of Origin effect with Dutch consumer buying behavior. The background of this research is because the sales of OMRON blood pressure monitor in The Netherlands is low. Methodology The methodology used for research is qualitative research, the individual informants are including Cardiovascular Product Category Manager, Benelux Sales Manager, Key Account Manager Online, 15 stores based on 5 store categories, and 7 direct consumers. The research instrument used was in-depth-interview and questionnaire form. Findings The author found the relevance of home blood pressure monitor product for consumer needs is low, higher price compare to competitor, lack of offline channel distribution, low educational promotion and point of sales material on offline stores, general practitioner such as doctors and pharmacies do not recommend the patient to have home blood pressure monitor, country of origin is not an important aspect for the consumer to choose home blood pressure monitor, and the new findings are the lack of the brand awareness and awareness of hypertension and the importance of having home blood pressure monitor. Originality The author believe that this is the first study about OMRON Healthcare Europe BV Marketing Mix and Country of Origin Effect relation with Dutch Consumer Buying Behavior in The Netherlands market.