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Factors affecting the purchase intention of over the counter products in the self care actions of consumers

Sevgi Salman Unver (Faculty of Business, Istanbul Bilgi University, Istanbul, Turkey)
Selime Sezgin (Faculty of Business, Istanbul Bilgi University, Istanbul, Turkey)
Nimet Uray (Department of Business, Kadir Has University, Istanbul, Turkey)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 5 September 2023

Issue publication date: 16 November 2023

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Abstract

Purpose

Within the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers’ purchase intention with regard to over-the-counters (OTCs), focusing on personal factors, including health consciousness and risk aversion, as well as rational factors, consisting of the level of knowledge, price consciousness and involvement in the purchase intentions.

Design/methodology/approach

Due to the necessity of finding the most crucial industry-specific indicators, it was decided to carry out two-stage research based on qualitative preliminary research and the main study. The findings obtained from the qualitative studies were integrated with insights gleaned from the literature to finalize the study’s conceptual model. The main study was based on a descriptive research design, and data were collected through an online survey. Structural equation modeling was the main technique used to test the model.

Findings

Health consciousness, level of knowledge and involvement in consumer purchase intentions affect either attitude or perceived behavioral control. Moreover, attitudes toward OTCs and perceived behavioral control were significant predictors of purchase intentions for OTC drugs. At the same time, subjective norms did not have a significant effect.

Practical implications

Knowing what influences consumer purchase intentions contributes to developing more effective marketing strategies and actions.

Originality/value

This study took an integrative approach to understanding the effect of personal and rational factors within the TPB framework for a changing tendency in consumer behavior of specific product categories.

Keywords

Acknowledgements

Funding: None.

Conflict of interest: The authors declare that they have no conflict of interest.

Declaration of ethical approval: Ethics approval was not required for this study.

Data availability statement: Data available within the article and its supplementary materials.

Citation

Salman Unver, S., Sezgin, S. and Uray, N. (2023), "Factors affecting the purchase intention of over the counter products in the self care actions of consumers", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 17 No. 4, pp. 634-653. https://doi.org/10.1108/IJPHM-06-2021-0062

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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