<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Consumer behaviour, primarily in terms of examining consumers’ loyalty, as one of the key marketing ideas, represents a subject of consideration in many areas. One of them is pharmaceutical marketing. This paper places a special focus on the examination of over-the-counter products, i.e. it tries to identify which variable has the greatest impact on loyalty towards these products. By using the quantitative analysis, it was examined whether perceived risk, pharmacist expertise, promotional activities and price sensitivity affect the creation of consumer loyalty. In addition, the aim was to determine whether consumer loyalty to over-the-counter products results in buying behaviour. Based on the applied correlation and regression analysis, it was confirmed that perceived risk and pharmacist expertise have a statistically significant impact on consumer loyalty, and that there is a statistically significant relationship between consumer loyalty and readiness to purchase.</p></abstract>

Consumer behaviour, primarily in terms of examining consumers’ loyalty, as one of the key marketing ideas, represents a subject of consideration in many areas. One of them is pharmaceutical marketing. This paper places a special focus on the examination of over-the-counter products, i.e. it tries to identify which variable has the greatest impact on loyalty towards these products. By using the quantitative analysis, it was examined whether perceived risk, pharmacist expertise, promotional activities and price sensitivity affect the creation of consumer loyalty. In addition, the aim was to determine whether consumer loyalty to over-the-counter products results in buying behaviour. Based on the applied correlation and regression analysis, it was confirmed that perceived risk and pharmacist expertise have a statistically significant impact on consumer loyalty, and that there is a statistically significant relationship between consumer loyalty and readiness to purchase.

Creating Consumer Loyalty in the Field of Using Over-the-Counter Products

Economic Themes

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Creating Consumer Loyalty in the Field of Using Over-the-Counter Products"}

Consumer behaviour, primarily in terms of examining consumers’ loyalty, as one of the key marketing ideas, represents a subject of consideration in many areas....

Creating Consumer Loyalty in the Field of Using Over-the-Counter Products

Published Online: May 04, 2020

Page range: 1 - 20

Received: Dec 09, 2018

Accepted: Feb 28, 2019

DOI: https://doi.org/10.2478/ethemes-2019-0001

Keywords
over-the-counter products, consumer loyalty, perceived risk, pharmacist expertise, price sensitivity, promotional activities

© 2019 Srđan Šapić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Creating Consumer Loyalty in the Field of Using Over-the-Counter Products

Published Online: May 04, 2020

Page range: 1 - 20

Received: Dec 09, 2018

Accepted: Feb 28, 2019

DOI: https://doi.org/10.2478/ethemes-2019-0001

Keywordsover-the-counter products, consumer loyalty, perceived risk, pharmacist expertise, price sensitivity, promotional activities

© 2019 Srđan Šapić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
over-the-counter products, consumer loyalty, perceived risk, pharmacist expertise, price sensitivity, promotional activities