Author:
Wieringa Jaap Edo,Reber Katrin Christiane,Leeflang Peter
Abstract
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.
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