Factors Affecting Consumers’ Purchase Decision of Over-The-Counter (OTC) Medicines: Empirical Evidences from Community Pharmacies in Ethiopia

Meseret Wube Temechewu

doi:10.7176/jmpb/65-02

Abstract

Purpose: the aim of this study was to examine factors affecting consumers’ purchase decision of over-the-counter (OTC) medicines from community pharmacies in Ethiopia. Design/methodology/approach: A quantitative research design was used to test the effect of various factors on consumer purchase decision of OTC medicines. Descriptive and explanatory research approaches were used to describe and investigate the relationship between dependent and independent variables. Both primary and secondary data were collected using self-administered questionnaire and Statistical Package for the Social Sciences (SPSS) version 23 was used to analyze the data. Findings: the researchers found that, pharmacist’s recommendation, price, and country of origin of OTC medicines have positive and significant effect on consumers’ purchase decision of OTC medicines. Even though, previous experience and families' and friends' recommendation have positive effect on consumers’ purchase decision of OTC medicines, is not statistically significant. Originality/value: Few studies have been conducted on OTC medicines from pharmacy practice perspective and their result showed that there are significant numbers of consumers using OTC medicines. In the best of authors’ knowledge, however; no research has been conducted on OTC medicines from consumer behavior perspectives, especially, purchase decision in Ethiopia. Keywords: Community Pharmacy, OTC Medicine, and Purchase Decision DOI: 10.7176/JMPB/65-02 Publication date: April 30 th 2020

Highlights

IntroductionOTC medicine market is expected to continue expanding in the near future for several reasons
The use of non-prescription medicines is the most prevalent form of medical care in the world (Covington, 2002), and it have seen greater sales growth than that of prescription medicines since 2008 (Tisman, 2015).OTC medicine market is expected to continue expanding in the near future for several reasons
As it is depicted in table 4.9, ANOVA tests shows that the regression model results in significantly better prediction of product purchase decision than if we used the mean value of customers’ product purchase decision

Summary

Introduction

OTC medicine market is expected to continue expanding in the near future for several reasons. Selfmedication is growing and OTC medicines provide a convenient and inexpensive way to treat minor and ordinary health problems. Prescription only-to-OTC switching is not likely to abate, making more medications available without a prescription. Health literacy is likely to increase, especially as use of the internet as a source of self-medication information expands (Denise, et al, 2010). Battistoni et al, (2014) suggested that OTC medicine market has two very peculiar characteristics; which are, very importantly, consumers buy products in response to their specific health needs; the market is not strictly regulated in the same way that the prescription market, which allows firms to choose their pricing and communication strategies. Consumers are not forced by physicians to buy one specific drug, so they can choose the one they prefer by themselves

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Discussion

Conclusion