Digital and Social Determinants of Consumer Decision Making in OTC Pharmaceuticals

Authors

  • Hammad Zafar Karachi University Business School Author
  • Fakhre Alam Siddiqui Karachi University Business School Author
  • Zarmina Haroon Karachi University Business School Author

DOI:

https://doi.org/10.59075/7rfg0c24

Keywords:

Over the counter medicines, OTC medicines, Digital marketing, Pharmacist, packaging design, Consumer buying behavior

Abstract

This paper outlines various factors that determine consumer choice of over-the-counter drugs, focused mainly on digital marketing and social group influence. The research work is based on quantifying the relationship between different factors and consumer decision processes. These results also suggest a fair relationship between digital marketing and consumer buying behaviour, showing that digital platforms are increasingly used as information sources for OTC medicines. On the other side, reference groups—like advice from pharmacists, doctors, family, and friends—are more important for purchase choices than online marketing, highlighting how vital trust between people is in health decisions. The study further shows that digital marketing and reference groups are complementary, with consumers mainly initiated into buying through digital means but seeking validation and advice from trusted people. These agree with earlier findings and amplify the evolving interplay of modern marketing strategies with social influences in the traditional sphere of pharmaceuticals. Practical implications for this research indicate that pharmaceutical companies must pursue integrated marketing strategies in which digital outreach is combined with efforts to reach reference groups. The pharmacist or health professional is another important agent that can bridge the gap between online and offline consumer involvement. This study thus helps marketers, healthcare professionals, and policymakers develop strategies for improving consumer awareness and confidence in OTC medicines.

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Published

2025-01-18

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