The effect of pharmacists on drug purchasing behavior of price-sensitive consumers

Abstract

The present study empirically investigates how much pharmacists’ recommendations and consumer decisions influence the marketing of drugs to price-sensitive consumers. The results indicate that consumers rely on physicians and their own decisions than pharmacists' recommendations in choosing prescription drugs. Consumers rely more on pharmacists' recommendations in purchasing over-the-counter drugs. To reveal the relationships among physicians, pharmacists, and consumers, pharmacists and consumers were surveyed using existing questionnaires. The findings indicate recommendations from pharmacists' that patients consult with physicians about the choice of lower priced, though acceptable, prescription and over-the-counter drugs have a significant effect on consumer decisions. Pharmacists indicated that they were willing to recommend low-cost alternative drugs. Consumers were willing to follow pharmacists' recommendations. The behavior of both pharmacists and consumers had significant impact on cost reduction.