Effects of Demographic Characteristics and Consumer Behavior in the selection of Retail Pharmacies and Over-the-Counter Medicine

Abstract Aim The study aimed to provide new insights into consumer behaviour by identifying the key demographic factors that influence the choice of pharmacy and over-the-counter (OTC) medicine. Materials and Methods A cross-sectional study was conducted in an urban area (Thessaloniki, Greece), surveying a convenience sample of 314 consumers with a structured questionnaire. Data analysis was conducted using the chi-square test, one-way analyses of variance (ANOVAs) and Spearman's rho correlation coefficient. Results Respondents with a lower educational level and retired consumers tended to make their purchases in a single pharmacy (p < 0.001). Older participants were more likely to consider the pharmacy staff and additional services to be important factors (p < 0.01). Students were the only group to prefer a formal relationship with the pharmacy staff (p < 0.001). Participants with a lower educational level tended to know exactly what they would buy (p < 0.05), whereas women made more unscheduled purchases of OTCs (p < 0.05). Respondents with a higher income assigned more importance to the product's country of origin (p < 0.05) and manufacturing company (p < 0.01) and less importance to the pharmacist's opinion than those of a lower income (p < 0.05). Conclusions The educational level, occupation and age of consumers have a marked effect in their selection of pharmacy, and along with gender and personal income, in their choice of OTC medicine. Our findings yield implications for the management of community pharmacies.