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

• Autores: Jaap Edo Wieringa, Peter S.H. Leeflang, Katrin Christiane Reber
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 49, Nº. 7-8, 2015, págs. 1276-1299
• Idioma: inglés
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• Resumen

  • 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.