TY  - JOUR
AB  - Purpose– The purpose of this paper is to determine sales drivers for different OTC product categories.Design/methodology/approach– The study uses data from both consumer and retail panels, which are gathered for various product categories. These long‐term data are analyzed per product category with two specific regression models, mainly time‐series analysis with VAR models and Shapley value regression.Findings– It is found that purchase intention drives sales a lot in general. Besides, it is very important to distinguish seasonal vs non‐seasonal markets. The trend coefficient, which implies the stage of maturity of the market, indicates more or less saturated markets for the examples. The proposed models can be easily applied to different OTC categories without a lot of customization.Research limitations/implications– The study does not take into account different outlets (e.g. online, supermarkets) and does not estimate interaction effects between the single drivers.Practical implications– The paper provides the market researcher with a guideline on how to proceed to model OTC product categories, e.g. which data are to be used, which models are to be estimated, which conclusions can be drawn.Originality/value– The study develops an analysis approach which is readily applicable to different OTC product categories, which exhibit very distinct market characteristics. The advantage of this approach is that it applies a standardized tool kit of methods to analyze highly varying markets.
VL  - 6
IS  - 4
SN  - 1750-6123
DO  - 10.1108/17506121211283208
UR  - https://doi.org/10.1108/17506121211283208
AU  - Huber Monika
AU  - Dippold Katrin
AU  - Forsthofer Rudolf
PY  - 2012
Y1  - 2012/01/01
TI  - Which factors drive product sales in OTC markets?
T2  - International Journal of Pharmaceutical and Healthcare Marketing
PB  - Emerald Group Publishing Limited
SP  - 291
EP  - 309
Y2  - 2024/04/24
ER  -