Effective Determinants of Consumer Buying Decision on OTC Medications: Digital Marketing, Brand Experience, and Reference Groups

Abstract

The growing over-the-counter (OTC) medication sector within the pharmaceutical industry gains competitive advantages through digital marketing where the companies must reevaluate their infrastructure and their marketing techniques to get through this evaluation. This study aims to analyze the influence of developing pharmaceutical marketing on consumer purchase decision of OTC medication. An empirical online survey was conducted based on a self-administrated questionnaire to assess the impact of pharmaceutical digital marketing, reference groups, and brand experience toward consumer decision on OTC purchase. Primary data were collected using the questionnaire from 158 pharmacies’ consumers in North Cyprus (Famagusta, Nicosia, and Kyrenia), and SPSS software is used to analyze the data. Eventually, the findings indicated that consumers in North Cyprus are aware of the use of OTC medications for common ailments and that pharmaceutical companies, the government, and other health stakeholders have a responsibility to increase consumer knowledge and awareness about the safe and effective use of OTC medications, particularly through the digital channels.