Abstract
Purpose
This study aims to increase understanding of the factors that affect retail pharmacy performance. This paper investigates how various product-, store-, customer- and competitor characteristics affect over-the-counter (OTC) drug sales and thus store performance.
Design/methodology/approach
This paper specifies and estimates a hierarchical model comprising scanner-based information, as well as individual-level data from a customer survey.
Findings
Results indicate that the drivers of retail pharmacy performance in OTC categories are different from those identified in traditional retailing research.
Originality/value
This is the first study that determines which factors impact the sales of OTC drugs in pharmacies.
This study aims to increase understanding of the factors that affect retail pharmacy performance. This paper investigates how various product-, store-, customer- and competitor characteristics affect over-the-counter (OTC) drug sales and thus store performance.
Design/methodology/approach
This paper specifies and estimates a hierarchical model comprising scanner-based information, as well as individual-level data from a customer survey.
Findings
Results indicate that the drivers of retail pharmacy performance in OTC categories are different from those identified in traditional retailing research.
Originality/value
This is the first study that determines which factors impact the sales of OTC drugs in pharmacies.
| Original language | English |
|---|---|
| Pages (from-to) | 1276-1299 |
| Number of pages | 24 |
| Journal | European Journal of Marketing |
| Volume | 49 |
| Issue number | 7/8 |
| DOIs | |
| Publication status | Published - 2015 |