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.
