The Effect of Product External Cues on Pharmacists Decision in Selecting Over the Counter Medicines: A Case Study in Community Pharmacies in Addis Ababa
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Date
2022-03-08
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A.A.U
Abstract
This research studied weather pharmacists decision is affected by three external cues of product namely price, brand and country of origin keeping other factors constant. A conceptual framework was used to see the relationship between pharmacist’s decision as dependent variable and price, brand and COO of the OTC medication as independent variable. The research employed quantitative research approach and used explanatory research design to explain and show the causality of the factors. Target population was pharmacists working in pharmacies located in all sub cities of Addis Ababa. The sample was systematically drawn from target population happened to be 302 and managed to analyze 291 sample responses. Likert scale questioners were administered to sample respondents and accordingly analyzed using SPSS version 26 software. The major analyses used in this study were descriptive, correlation and multiple regressions. The result showed that pharmacists decision on selecting OTC medication is significantly affected by Price of medication (β=0.186), OTC Brand name (β =0.15) and COO of medication (β=0.08). Price was found to be a predominate factor affecting decision of pharmacists followed by brand and COO of OTC medication. Additionally, respondent pharmacist’s perception towards selected COO was assed. Effectiveness and Brand of the OTC medication was related with western countries while price positively was related with local and Indian products. The research believed to give a tangible knowledge on why pharmacists choose one OTC medication from another to pharmaceutical companies to adjust their marketing strategies accordingly. Regulatory bodies should use these findings as bench mark to study this finding in national level and give educative action.