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

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