This study aims to investigate the pharmaceutical purchase behavior of consumers for self-medication (SM) purposes using the theoretical framework provided by the Engel, Blackwell and Miniard model of consumer decision-making, with a focus on the behavioral stages influencing purchase intention.
A quantitative research design was used collecting data from 490 consumers in Delhi. The data was analyzed using exploratory and confirmatory factor analyses to validate the model structure. Subsequently, multiple linear regression was applied to evaluate the impact of each stage of the decision-making process on pharmaceutical purchase intention.
The results confirm the relevance and reliability of the Engel, Blackwell and Miniard model in the context of pharmaceutical purchases for SM. Specifically, need recognition, pre-purchase search, purchase influencing factors and post-purchase evaluation were found to significantly affect consumers’ purchase intentions.
The findings offer valuable insights for pharmaceutical marketers and healthcare policymakers. Understanding the sequential impact of decision-making stages can support the development of targeted marketing strategies and consumer education initiatives aimed at promoting rational medicine use in SM practices.
This study contributes to the limited body of research exploring consumer decision-making in pharmaceutical purchases. It enhances theoretical understanding by empirically validating the application of a comprehensive consumer behavior model in a healthcare context, emphasizing the complex interplay of cognitive and behavioral factors that drive purchasing decisions.
