Objective:
This study aimed to produce current data regarding behavioural
aspects of non-prescription (over-the-counter) medicine purchases,
in light of changes in the pharmaceutical market and increasing
provision of professional services in pharmacies.
Methods: Data were collected in 15 community pharmacies in South-East
Queensland, Australia, over 540 hours in five days in August,
2006. The method, previously validated, involved documentation
of both observational and interview data. Fifteen trained researchers
were stationed in a selected pharmacy each to unobtrusively observe
all eligible sales of non-prescription medicines, and, where possible,
interview the purchasers post-sale. Non-response was supplemented
by observational data and recall by the salesperson. The data
included details of the purchase and purchasing behaviour, while
new questions addressed issues of topical importance, including
customers’ privacy concerns. A selection of the analyses is reported
here.
Results: In total, 3470 purchases were documented (135-479 per
pharmacy), with customers of 67.5% of purchases (74.7% excluding
an outlier pharmacy) participating in the survey. Customers averaged
1.2 non-prescription medicines per transaction. Two-thirds (67.2%)
of customers were female, and 38.8% of the customers were aged
31-45 years. Analgesics and respiratory medicines accounted for
two-thirds of the sales data (33.4% and 32.4%, respectively).
Intended-brand purchases comprised 71% of purchases (2004/2824);
in-store substitution then occurred in 8.8% of these cases, mainly
following recommendations by pharmacy staff. Medicines intended
for self-use comprised 62.9% of purchases (1752/2785). First-time
purchases (30.8%, 799/2594) were more commonly influenced by pharmacy
staff than by advertising.
Conclusions: This study used validated methods adapted to a changing
marketplace, thus providing data that both confirm and add to
knowledge surrounding medicine purchases. Despite the dynamics
of the non-prescription market, it revealed consistencies with
previous research.
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