Pharmaceutical Marketing: Factors Affecting Consumers’ Purchase Intention when Buying OTC (over the Counter) Drugs

Résumé du livre

The OTC (over-the-counter) pharmaceutical industry is an ever-expanding field where significant investments are made to enhance marketing and sales performance. The buyer of an OTC drug is not only a mere customer but is also a patients with certain health conditions. This significance of the OTC drug creates a sense of urgency not only to buy a product, but to treat an ailment. Therefore, targeting consumer preferences and understanding the purchasing intention consumers have when buying OTC drugs if of increased importance. The objective of this thesis is to discover and analyse the most significant factors that influence the consumer behaviour of OTC drugs and alter purchasing intention. Moreover, the implementation of Ajzens Theory of planned behaviour is reflected on the research by establishing a hierarchical structure regarding whether attitude, subjective norms or perceived behavioural control has the most influence on purchasing intention. To obtain feasible answers for the thesis objectives, an empirical research design was set up through a quantitative study and an online questionnaire. The findings of the empirical research suggest that attitude has the most influence on purchasing intention that is also statistically significant. Attitude is followed by subjective norms. Perceived behavioural control does not have a statistically significant influence on purchasing intention. The findings of the literature review suggest that other factors such as price, past experience and perceived trust towards the pharmaceutical brand also contributes to altering purchasing intentions. These results might have certain implications for marketers to properly assess consumer preferences and target them accordingly whilst satisfying patient needs. Moreover, actors of the pharmaceutical industry can benefit through obtaining first-hand consumer insights and apprehensions when buying their products. In addition, consumers can also gain an elaborate understanding on their