Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Impact of Consumers Attitudes, Subjective Norms, and Perceived Behavioural Control on Consumer Purchase Behaviour towards Otc Allopathic Medicine

Author(s): Mridanish Jha, Aniruddha Bhowmick and Rajkumar M

According to the theory of planned behavior human conduct is a function of the intention to perform and perceived risk is the vulnerability a purchaser has when purchasing an item. Purchase behaviour is the combination of diverse actions like how consumer buy, what they buy, when they buy and why they buy. Over-the-counter medicine is also known as OTC or nonprescription medicine. Consumer attitude, subjective norms and perceived behavioural control has a significant impact on consumer purchase behaviour with regards to OTC medicine. Buying intention is a preliminary step for making the purchase decision; it reflects the willingness to buy. It is imperative to know the originator factor which affects the buying intention of the consumer for OTC allopathic medicines in the Indian market. It is also desired to understand the factors which influence the consumer decision-making process for purchasing OTC allopathic medicines. This study uses the Consumer theories like the theory of reasoned action (the TRA), and the theory of planned behaviour (TPB) to manage individual social expectations dependent on customary perspective, and these theories have been successfully utilized to link various issues. The study was conducted in the Hooghly district in the state of West Bengal. A structured questionnaire was developed by the researcher and was used as a sole instrument to collect primary data from the respondents. The study identified the significance of consumers' attitudes, subjective norms, and perceived behavioural control on purchasing OTC allopathic medicines based on the model of TPB. Primary data were collected from urban and rural areas of the Hooghly district. As Hooghly district is comprised of the rural and urban population, 176 respondents were finally considered from rural areas and 265 respondents were considered from urban areas. In order to evaluate the statistical evidence for a linear relationship between pairs of continuous variable, bivariate pearson correlation was conducted among the factors. Regression analysis was made further to test the influence of the factors on the behavioral intention. Multiple linear regression analysis was conducted to predict the influence of the independent variables such as outcome belief, outcome evaluation, normative belief, and motivation to comply, perceived behavioral control, and motivational factor on Behavioral Intention. The result of analysis confirmed that consumer expectation of favourable outcome belief with respect to OTC allopathic analgesic topical medicine cream has a positive relationship with consumer attitude. Furthermore outcome evaluation has a positive relationship with consumer attitude with respect to OTC allopathic analgesic topical medicine. The study also established that normative belief has negative influence on the frequency of OTC analgesic topical medicine purchase by the consumer. The finding was that the perceived behavioral control is more dominant than attitude and subjective norms in determining behavioral intention to purchase OTC allopathic analgesic topical medicine. Based on the outcome of this study it can be stated that Pharmaceutical companies should assess the ambivalence of their target consumers’ attitude toward buying OTC allopathic medicines. They should focus on building awareness and educate consumers.

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