Analysis of factors that influence OTC purchasing behavior

Abstract

Over-the-counter (OTC) drugs are the medicinal products sold directly to a consumer without a prescription from a healthcare professional as compared to prescription drugs which may be sold only to consumer’s features with a valid prescription. OTC lately generates increasing revenue in total Romanian drug market. OTC buying decision is triggered by a number of factors out of which the most important seem to be: doctor choice, previous own experience, advice of the pharmacist and the information stated on the prospectus. The analysis was conducted locally on a sample of 324 people. The study wants to see if there are changes in the purchasing behavior when individuals evolve as professional preparation. One of the main conclusions of the article emphasizes that both for students and employed persons with higher education, the purchasing decision of OTC is determined by two important factors: the recommendation of experts (physicians, pharmacists) and their assessment (previous personal experience and information stated on the prospectus). Also, it was noted that the influence of commercial factors (brand, price, promotion) is lower for both categories analyzed.