Author(s): Richa Pandey and Md. Chand Rashid
In recent times, there has been a significant interest in the segment of over-the-counter (OTC) medicines due to the rise of healthy living and increased health consciousness among consumers, both in terms of physical and mental well-being. The objective of this research is to comprehend the influence that these elements exert on customers’ decision-making processes on the purchase of such products. The study investigates the elements that influence customers’ ultimate purchasing decisions for over-the-counter (OTC) drugs. Hence, the main goal is to comprehend the influence of variables such as brand loyalty, price sensitivity, recommendations from family, friends, peers, pharmacists, and marketing across various platforms on consumers’ decision-making process. The research will be carried out using a questionnaire that will be completed by individuals from diverse age groups and backgrounds nationwide. The study will utilize the theory of planned behavior to examine the influence of important elements such as brand loyalty, price sensitivity, recommendations from social groups, and the impact of commercials. Due to the utilization of convenience sampling, there is a possibility of an uneven distribution of respondents across different age groups and geographical locations. The results confirm that brand loyalty does not provide significant information regarding OTC drugs. Price sensitivity is a significant factor that impacts customers’ decision-making. The recommendations provided by the associate group play a pivotal influence in shaping consumers’ purchasing decisions. The influence of commercials was determined to be rather inconclusive, given customers’ emphasis on immediate alleviation and the impulse to make a purchase prompted by the pain or need in the current conditions. Additional variables, such as information sources and purchasing methods (offline or online), were also taken into account during the investigation.