Impacts of Product Attributes, Pricing, and Marketing Activities on Purchase Intention of Child Fever Medicines in Myanmar

This study investigates the influence of customer perceptions of product attributes specifically product quality, performance, packaging, compliance, pricing, and promotional activities on mothers’ purchase intentions toward SaRa Syrup, an economy-priced paracetamol brand for children. The research was conducted by marketing personnel from Biogesic Syrup, the market leader in the premium-priced paracetamol category, with the objective of evaluating the competitive position of SaRa, which has emerged as the second market leader within two years. A quantitative research design was employed using a quota sampling method, and data were collected from 100 mothers in Myanmar who use SaRa Syrup. The findings reveal that perceptions of price, brand name, and promotional activities have a significant positive impact on purchase intention, whereas packaging and compliance show no significant influence.