Improving pharmacy store performance: the merits of over-the-counter drugs

Research output: Contribution to journalArticleAcademicpeer-review

3 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)1276-1299
Number of pages24
JournalEuropean Journal of Marketing
Volume49
Issue number7/8
DOIs
Publication statusPublished - 2015

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