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

Author

Listed:
  • Šapić Srđan

    (University of Kragujevac, Faculty of Economics, Republic of Serbia)

  • Kocić Milan

    (University of Kragujevac, Faculty of Economics, Republic of Serbia)

  • Radaković Katarina

    (University of Kragujevac, Faculty of Economics, Republic of Serbia)

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.

Suggested Citation

  • Šapić Srđan & Kocić Milan & Radaković Katarina, 2019. "Creating Consumer Loyalty in the Field of Using Over-the-Counter Products," Economic Themes, Sciendo, vol. 57(1), pages 1-20, March.
    • Handle: RePEc:vrs:ecothe:v:57:y:2019:i:1:p:1-20:n:1
    DOI: 10.2478/ethemes-2019-0001
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    References listed on IDEAS

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    1. Peter Leeflang & Jaap Wieringa, 2010. "Modeling the effects of pharmaceutical marketing," Marketing Letters, Springer, vol. 21(2), pages 121-133, June.
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    More about this item

    Keywords

    over-the-counter products; consumer loyalty; perceived risk; pharmacist expertise; price sensitivity; promotional activities;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior

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