Economic Themes (2019) 57 (1) 1, 1-20
Srđan Šapić, Milan Kocić, Katarina Radaković
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-thecounter 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.
Keywords: over-the-counter products; consumer loyalty; perceived risk; pharmacist expertise; price sensitivity; promotional activities
CREATING CONSUMER LOYALTY IN THE FIELD OF USING OVER-THE-COUNTER PRODUCTS
Srđan Šapić, Milan Kocić, Katarina Radaković
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-thecounter 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.
Keywords: over-the-counter products; consumer loyalty; perceived risk; pharmacist expertise; price sensitivity; promotional activities
