Consumer Preferences and Perceptions towards the use Colored Oral Solid Dosage Forms in Baghdad

Objective: The main aims of this study were to determine consumers’ preferences and perceptions in Baghdad towards the color of Oral Solid Dosage Form.Materials and Methods: A cross sectional study was conducted using a self–administered questionnaire. A convenient sampling method was adopted to approach the consumers visiting the community pharmacies in Baghdad.The data collected was analyzed using SPSS version 16 . Anon-parametric statistics i.e [Chi-square, Mann-Whitney and Kruskal-Wallis tests] were used to evaluate the association of demographic variables with respondents perceptions toward physical characteristics of Oral Solid Dosage Form.Results: Colored OSDF was preferred by 76.4% of consumers.Significant differences in this preference were found among genders (P=0.029); age (P<0.001); educational level (P=0.001);and monthly income level (0.007). Further, consumers perceived that color of OSDF is related with the therapeutic activity of medicine. Significant differences in this perception were found to be influenced by gender (P=0.016); age group(P<0.001); and educational level (P<0.001).Conclusion: In a conclusion, color was the most preferred characteristic of OSDF by Baghdadi consumers with the perceptions that color is related to therapeutic activity of medicines. Gender, age, educational level, and monthly income are important factors that are associated with the preferences and perceptions toward colored OSDF.