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KMID : 1235020170110040021
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Health Service Management Review
2017 Volume.11 No. 4 p.21 ~ p.33
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A Study on the Effects of OTC Drugs Sale Store Choice Attributes on Store Images and Behavior Intention : Comparison Research Between the Pharmacies and Non-Pharmacies
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Lee Heung-Youn
Oh Yoon-Ja
Ahn Sung-Sik
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Abstract
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This present paper examined the differences of the effects of store choice attributes on store images and behavior intention according to pharmacies and non-pharmacies when it comes to the sales of over-the-counter drugs. Here are the implications as a result of this study.
First, it was shown that store choice attributes which have shown the most difference of effects on store images and behavior intention was the store-related attribute when it comes to the sales of over-the-counter drugs in pharmacies and non-pharmacies. Also, it was revealed that the store-related attribute had the significant effect on store images and behavior intention both in pharmacies and non-pharmacies. Therefore, it is thought that both pharmacies and non-pharmacies should realize the importance of the store-related attribute and manage it in order to secure the competence for the sales of over-the-counter drugs. The store-related attribute includes location, access, neat and tidy arrangement of the stores, clean and pleasant environment, interior and exterior decorations of the stores, and parking facilities, etc. Secondly, when it come to the sales of over-the-counter drugs, in case of pharmacies, it was shown that the most influential factor on behavior intention was product-related attribute. It was revealed that in this, there was shown a difference from non-pharmacies. Accordingly, it is judged that they need to carry out some marketing that the diversity of the products, good quality products, recent products, and popular products would stand out in order to secure the competence for the sales of over-the-counter drugs. Thirdly, when it comes to the sales of over-the-counter drugs, in case of non-pharmacies, it was revealed that the store choice attributes that affect the most on store images and behavior intention was store-related attribute. Since it is judged that location and access(which are the attributes of store-related attribute) are nice, it is judged that they should make some marketing efforts such as display and arrangement of over-the-counter drugs, clean and pleasant environment, interior and exterior decorations of the stores, which are related to over-the-counter drugs.
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KEYWORD
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OTC drugs, store choice attributes, store images, behavior intention
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