Consumer behavior: managerial insights from a collectivistic culture

Abstract

ABSTRACT The study delves into the purchasing patterns of over-the-counter medical products, particularly amidst challenging economic circumstances. Through the analysis of quantitative data collected from 272 participants, key insights emerge, indicating a significant positive impact of attitude, social norms, and perceived behavioral control on consumer buying behavior. Furthermore, our findings highlight the mediating role of intention in shaping these behaviors, validating the Theory of Planned Behavior (TPB). Additionally, other factors, especially country of origin, family and friends’ opinions, and drug availability are identified as influential too. The collectivistic context in which the study took place boosted its significance. Findings assist marketers to formulate effective strategies, boosting sales in such unprecedented market conditions. As for the limittations, participants from the older generations were not numerous and the study relied on self-reporting in data collection.