To read the full version of this content please select one of the options below:

Consumer behaviour towards pharmaceutical products: a model development

Chuo Yew Ting (Department of Sarawak State Health, Pharmacy Enforcement Branch, Sarawak, Malaysia)
Mazlan Bin Ismail (Pharmacy Enforcement Division, Ministry of Health, Petaling Jaya, Malaysia)
Hiram Ting (Faculty of Hospitality and Tourism Management, University College Sedaya International, Sarawak, Malaysia and Sarawak Research Society, Kuching, Malaysia)
Salmah Binti Bahri (Pharmacy Enforcement Division, Ministry of Health, Petaling Jaya, Malaysia)
Affarizan Bin Sidek (Department of State Health, Pharmacy Enforcement Branch, Kelantan, Malaysia)
Siti Fatimah Bt Idris (Pharmacy Enforcement Division, Ministry of Health, Petaling Jaya, Malaysia)
Robin Tiow Heng Tan (Department of State Health, Pharmacy Enforcement Branch, Melaka, Malaysia)
Sareh Safwan Bin Abu Seman (Department of State Health, Pharmacy Enforcement Branch, Kedah, Malaysia)
Mogan Ram A_L Sethiaram (Pharmacy Enforcement Division, Ministry of Health, Petaling Jaya, Malaysia)
Mohd Hazwan Bin Md Ghazali (WPKL and Putrajaya Health Department, Pharmacy Enforcement Branch, Kuala Lumpur, Malaysia)
Qin Hui Lim (WPKL and Putrajaya Health Department, Pharmacy Enforcement Branch, Kuala Lumpur, Malaysia)
Mohamad Soliheen Bin Mohd Zaki (Department of State Health, Pharmacy Enforcement Branch, Perak, Malaysia)
Mohammad Shamil Bin Sohot (Department of State Health, Pharmacy Enforcement Branch, Perak, Malaysia)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 14 June 2019

Issue publication date: 4 September 2021

Abstract

Purpose

Despite the extant literature on purchasing behaviour, little is known about why and how consumers purchase and use pharmaceutical products in Malaysia. This paper aims to develop a holistic model that articulates the factors underlying pharmaceutical product purchase and use and their relationships.

Design/methodology/approach

Drawing upon the grounded theory approach, in-depth interviews and analysis on the basis of theoretical saturation were conducted. Enumerators, trained to perform interviews, the transcription and content analysis, sampled 120 Malaysian consumers in the first phase and 40 in the second. ATLAS.ti was used to assist the coding and analytical process.

Findings

The findings largely support extant literature on purchasing decisions. Particularly, the evaluation of product attributes was found to be an immediate determinant of purchase and use. The effect, in turn, was moderated by personal factors and facilitating conditions. The need for healthcare products and the knowledge about them were constructed as antecedents in the model. The study also highlights that consumers’ purchase and use of pharmaceutical products could be better understood and managed with a holistic view of the decision-making process.

Originality/value

This study proposes the conbe-hepro model to explicate the antecedents and determinants of consumers’ purchase and use of pharmaceutical products in the Malaysian context. It provides a theoretical grounding that enriches our knowledge of the changing behaviour of consumers in healthcare literature. It also yields practical insights to the government bodies and the healthcare providers in Malaysia and other developing countries.

Keywords

Acknowledgements

The authors would like to express their gratitude to Director General of Health Malaysia for his approval to publish this manuscript. Besides, they would also like to thank the Senior Director of Pharmaceutical Service Division and Director of Pharmacy Enforcement Division for their great support on this study. Last but not least, they credit all enumerators from each states and federal territories who devoted their efforts unreservedly in data collection process to make this study possible. This study does not receive any form of funding.

Citation

Ting, C.Y., Ismail, M.B., Ting, H., Bahri, S.B., Sidek, A.B., Idris, S.F.B., Tan, R.T.H., Abu Seman, S.S.B., Sethiaram, M.R.A., Md Ghazali, M.H.B., Lim, Q.H., Mohd Zaki, M.S.B. and Sohot, M.S.B. (2019), "Consumer behaviour towards pharmaceutical products: a model development", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 13 No. 3, pp. 387-402. https://doi.org/10.1108/IJPHM-07-2018-0040

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited