ORIGINAL ARTICLE

Consumer Behavior Towards Over-The-Counter Medicine Purchase:

The Extended Theory Of Planned Behaviour
SHAFINAZ BINTI ALI JINNAH1, AHASANUL HAQUE2, MOHAMMAD AIZAT JAMALUDIN3
1,3
International Institute for Halal Research and Training
2
Kulliyyah of Economics and Management Sciences
1,2,3
International Islamic University Malaysia, Kuala Lumpur, Malaysia
Corresponding to Ahasanul Haque, Email: [email protected]

ABSTRACT
The global medication scheduling is changing due to the frequent launching of new and generic medicines which
bringing about the accessibility of different kind of medicines for customers in pharmacies. The Over-the-Counter
medicines market is always under investigation due to its nature of self-medication. In this study, the major
psychological factors like attitude, subjective norm, perceived behavioral control and perceived risk are considered
in consumers as the determinant of the over-the-counter medicine purchase decision. This study incorporates the
extended theory of TPB to effectively measure the research constructs. A non-probabilistic purposive sampling
technique has been applied to choose 308 respondents from the metropolitan territory of Kuala Lumpur and
Selangor states in Malaysia. The Exploratory Factor Analysis and Structural Equation Modelling technique have
been used to analyse the data. The results revealed that customers' attitude, subjective norm and perceived
behavioral control towards OTC medicine were of very supportive significance, whereas perceived risk was not
significant. It would be fascinating to explore if the results based on the outcomes hold for populaces of other
ASEAN nations as there are different social settings, national approach, and healthcare guidelines. Thus, OTC
medicine usage and purchase behaviour could be an integrative part of global healthcare frameworks and
priorities.
Keywords: Over-the-Counter Medicine, Consumer Behaviour, TPB, Malaysia

INTRODUCTION medicine specialists and medicine store staff need to

provide professional service in their suggestion and sale of
There are various factors like cultural, social, personal and OTC medicines. A fundamental step in the improvement of
psychological aspects which influence consumer behavior such professional services is an understanding of
(Pujari et al., 2016). The behaviour comes into action when consumer behaviour in the purchase of these medicines
a consumer is engaged in a purchasing process. In this (Dadhich and Dixit, 2017; Emmerton, 2005). Consumer is
study, the major psychological factors like attitude, considered "The king" in today's state of marketing. During
subjective norm, perceived behavioral control and the rise of marketing era, manufacturers sold anything to
perceived risk are considered in consumers as the the consumers. But now, it is consumer whose purchasing
determinant of over-the-counter medicine purchase preferences decide what should be made, in what quantity
decision. A fundamental component of consumer behaviour and what should be the quality of the goods. Thus, a
in purchase of medicine classified by self-care. Self-care is marketer must consider various factors while deciding on
the actions people take for themselves to build up and look marketing goods as consumers have different preferences
after wellbeing, just as to forestall and manage ailment (Pujari et al., 2016). So, the task of manufacturer and
(WHO, 1998). One significant component of self-care is marketer becomes difficult and therefore it is very important
self-prescription. Self-prescription is the treatment of to understand the consumer behavior. Understanding
regular medical issues with drugs particularly structured consumer behavior is more dangerous in the field of
and marked for use without clinical supervision and pharmaceuticals as it belongs to health and medication.
endorsed as protected and compelling for such use. Drugs This paper was focused on answering the following
for self-medicine are frequently called Over-the-Counter research questions, (1) what effect does consumer's
(OTC) medications and can be gotten lawfully without a attitude have on purchase intention of OTC medicine? (2)
specialist's remedy through drug stores, supermarkets and what effect does consumer's subjective norm have on
different outlets (Haque et al., 2020). In many homes, purchase intention of OTC medicine? (3) what effect does
numerous sicknesses are at first treated with OTC consumer's perceived behavioural control have on
medicines that are effectively possible to ease light health purchase intention of OTC medicine? (4) what effect does
problems, for example, cerebral pains, colds and sore consumer's perceived risk have on purchase intention of
muscles (Cîrstea, Moldovan-Teselios and Iancu, 2017; OTC medicine? and (5) what effect does consumer's
Albarrán and Zapata, 2008). purchase intention have on purchase behaviour of OTC
OTC medicines market is always under investigation. medicine?
Globally, OTC medicine's market growth was 24.8% OTC Medicines: Over-the-Counter (OTC) medicines are
(Euromonitor International, 2018). Besides the launching of those which sold directly to a customer without a
new and generic medicines, it is challenged by changes in prescription from a medical professional. It is just opposite
medication scheduling (Bond and Hannaford, 2003), to prescription medicines, which can be sold only to
frequently bringing about the accessibility of medicines in customers having a valid prescription. The OTC medicines
pharmacies. In order to optimise customer loyalty,

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 Shafinaz Binti Ali Jinnah, Ahasanul Haque, Mohammad Aizat Jamaludin

market usually covers analgesics, cough/cold/flu, gastro- implies a causal relationship between these four things,
intestinal, dermatological remedies, vitamins and minerals namely: beliefs, attitudes, intentions and behaviour.
(Pribadi, Pangestuti, and Daniswara, 2020; Woźniak- Consumer's Attitude and Purchase Intention: Attitude is
Holecka et al., 2012). OTC medications are purchased by the outcome of the thoughts that are held by an individual
81.3% of respondents, generally less than once every and consequently gives rise to a sense of willingness to
month and individuals in need of general healthcare perform a given behaviour (Cheah and Phau, 2011). Due to
conditions used to purchase OTC medications more such reason, attitude provides the means to favourably or
frequently than clinical patients (Woźniak-Holecka et al., unfavourably evaluate an object based on individuals'
2012). Overall, 64.6% of respondents purchase OTC cognitive thoughts, beliefs in terms of values as well as
medications for their own utilisation, where a pharmacy is emotions that they have toward the given object (Ambad
the place of procurement (92.3%) as stated by Woźniak- and Damit, 2016). Ajzen and Fishbein characterised
Holecka et al. (2012). 96% of customers in a pharmacy theoretical standards for specific view of whether attitudes
said that they purchase OTC medicines based on the are vital about purchase intention. The commitment of the
suggestion from the pharmacy, 73% of customers said that conclusions of each given attitude is weighted with the
they depends on OTC medicines, 82% and 78% of inspiration that an individual must agree to the desires of
customers respectively disagreed about time and cost were the intention (Ajzen and Fishbein, 1980). Attitude has a
concerns while purchasing OTC medicines (Chan and significant relation in the decision-making process to
Tran, 2016). When asked about where they intend to purchase a specific product (Li et al., 2009). It is among the
purchase their future OTC products, 89% said pharmacy factors which play an important role in predicting intentions
instead of a supermarket (Chan and Tran, 2016). Pujari et of consumers (Haque et al., 2019). Mostafa (2007) stated
al. (2016) discovered exceptionally intriguing results as just that the positive relationship between attitude and
61% individuals pick pharmaceutical item's according to behavioural intention has been established in many
counsel of their doctor, the rest depends on self-medication cultures. According to Pujari et al. (2016), pharmaceutical
through OTCs. The study by Pujari et al., (2016) uncovered buying behaviour depends on consumer's in many aspects.
the way that an individual needs medicine according to Chan and Tran (2016) studied OTC medicine purchase
his/her very own decision and evaluation. The medical behaviour and found consumer's attitude influencing it. An
doctor's or pharmacist's proposal isn't of as much concern important characteristic of the intention to purchase
over healthcare issues for these self-medicating customers. consumer goods is the attitude toward the product. In the
Purchase Behaviour: Purchase behaviour is the action of how process of forming beliefs about products, an individual
people buy, what they buy, when they buy and why they buy (Kotler, acquires an attitude. Therefore, based on the above
2003). It has been defined as "a process, which through literature review, it is hypothesised that:
inputs and their use while process and actions leads to H1: There is a significant relationship exists between
satisfaction of needs and wants" (Enis, 1974, p.228). consumer's attitude and purchase intention towards
Alternatively, it also "refers to the buying behaviour of final OTC medicines.
consumers, both individuals and households, who buy Consumer's Subjective Norm and Purchase Intention:
goods and services for personal consumption" (Kumar, The term subjective norm basically results from a person's
2010, p.218). According to Blackwell et al (2006), belief regarding whether the execution of a respective
consumer purchasing behaviour is itself a complex, behaviour will be acknowledged or disapproved by others
dynamic subject that cannot be defined easily and living in the same society (Ajzen and Fishbein, 2005). Thus,
universally. Consumer's purchasing behaviour refers to individuals' intentions are substantially shaped through
many factors and features which influence the individual's subjective norm whereby, there is a higher likelihood of
decision-making process, shopping habits, the brands performing the behaviour when it is believed that the
consumers' buy, or the retailer’s consumers choose performance of that behaviour will be approved by others in
(Ramya and Ali, 2016). the society (Yeon and Chung, 2011). Subjective norm is the
Consumer theories like the theory of reasoned action opinion of a person that has an influence in the person's
(the TRA), the technology acceptance model (the TAM) and decision-making process (Hee, 2000). Previous studies
the theory of planned behaviour (the TPB) manage have stated that the subjective norm is an important
individual social expectation dependent on customary determinant of intention to purchase a product (Paul, Modi
perspective, and the utilisation of these theories is and Patel, 2016). Wiriyapinit (2007) said that family norm
boundless to link various issues. This study uses the values conveyed by parents and purchase intentions were
Theory of Planned Behaviour (TPB) developed by Ajzen linked. Zukin and Maguire (2004) found that they have a
(1991) in which the model has been extended by adding major influence on spending and are the basis of many
perceived risk of consumers' while they buy. TPB is a concepts and frameworks concerning purchase intention.
model that is widely used and supported by researchers Accordingly, most consumers consider OTC medicines not
who studied the attitudes and behaviour to predict as regular consumer goods and rather view them as
consumer behaviour. According to the TPB, there are three healthcare medicines (Taylor et al., 2008; Wazaify et al.,
major and important components that influence human 2005). Therefore, the consumer's own belief to evaluate
behaviour to behave. The components are attitude, products, and in turn, the subjective norm towards OTC
subjective norm and perceived behavioural control medicines has a major role in the purchase behaviour of
mediated by purchase intention. These components OTC medicines. Therefore, based on the above literature
provide a guideline to predict human social behaviour. review, it is hypothesised that:
Conceptualisation of TPB presented by Ajzen (1991)

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Consumer Behavior Towards Over-The-Counter Medicine Purchase

H2: There is a significant relationship exists between and should be tested within the context of OTC medicines.
consumer's subjective norm and purchase intention Therefore, understanding the relationship between the
towards OTC medicines. factors that determine perceived risk in the OTC medicine
Consumer's Perceived Behavioural Control and market is of great interest. Hence, based on the above
Purchase Intention: Perceived behavioural control is the literature review, it is hypothesised that:
extent to which a person can engage in the behaviour H4: There is a significant relationship exists between
(Ajzen, 1991). Several researchers have proved that self- consumer's perceived risk and purchase intention
confidence in the ability of a person to control the towards OTC medicines.
behaviour explained a positive relationship with purchase Consumer's Purchase Intention and Purchase
intention (Baker, Al-Gahtani and Hubona, 2007; Taylor and Behaviour: Consumers' purchasing decision is very
Todd, 1995). Li et al. (2002) stated that the perceived complex in nature. It is the intention which drives the
affordances were perceptual indication that consumers consumers during purchasing a product. Purchase
acquires and use to assess products before purchasing. intention is an effective tool in the purchasing process
Olsen (2004) demonstrated that self-efficacy is the most (Armstrong, Morwitz and Kumar, 2000; Chen, Chen and
important control factor that influence consumers Huang, 2012; Qing, Lobo and Chongguang, 2012; Tsiotsou,
purchasing decision. Perceived behavioural control has 2006). According to the theory of planned behaviour (TPB),
been associated with purchase intention in organic foods intention refers to the appearance of importance towards
(Thøgersen, 2006; Tarkiainen and Sundqvist, 2005), green the product (Ajzen and Fishbein, 1980). The appearance
hotels (Han, Hsu and Sheu, 2010; Chen and Tung, 2014), will carry an attitude and belief which will influence the
and green products (Moser, 2015). For OTC medicines, a decision-making process. Fishbein and Ajzen (1975)
total of 86 customers from a broad range of demographics explained intention as a determinant of behaviour, where
were captured in a study conducted by Chan and Tran the intention is influenced by three constructs: attitude,
(2016). The results revealed that when asked about subjective norm and perceived behavioural control. The
customer's current health state, 41% and 23% respectively decision to purchase an OTC medicine differs from
indicated that they were stressed and get tensed when they objective evaluation of a third-party prescriber in
arrive in a pharmacy. Only 38% customers feel better. It prescription medicine purchase. Specifically, for
means, when a person has more control on making the prescription medicines, the physician acts as a gatekeeper
purchase of OTC medicine, it is more likely he/she will buy and makes the final decision on which medicine is deemed
it. Pujari et al. (2016) also discovered exceptionally suitable for the patient (Ding, Eliashberg and Stremersch,
intriguing results as the buying conduct of medications 2014). To the contrary, in OTC medicines evaluations,
significantly influenced for 38% as recommended by doctor, consumers are required to rely more on their own judgment
14% according to drug specialist, 20% individuals buy (Wieringa, Reber and Leeflang, 2015). Therefore, the
marked medication, 16% conventional items, while 5% consumer's own ability to evaluate products, and in turn,
individuals settle on choice on expense of meds and 7% on the intention to purchase towards OTC medicines has a
simple accessibility. Therefore, based on the above major role in the purchase behaviour. Hence, based on the
literature review, it is hypothesised that: above literature review, it is hypothesised that:
H3: There is a significant relationship exists between H5: There is a significant relationship exists between
consumer's perceived behavioural control and consumer's purchase intention and purchase
purchase intention towards OTC medicines. behaviour towards OTC medicines.

Consumer's Perceived Risk and Purchase Intention: METHODS

Perceived risk is the vulnerability a purchaser has when
purchasing an item. Each time a consumer thinks about This study incorporates theories in consumer behaviour,
purchasing an item, the person has certain questions about relevant to OTC. To effectively measure the research
the item, particularly if the item being referred to as valued constructs, information from the theoretical and empirical
or specialised. There are many dimensions in perceived research studies in both consumer behaviour and OTCs
risk. In a study conducted by Suplet, Suárez and Martín were used. Burton et al. (1998) developed a scale for
(2009), the results indicated that both psychological and measuring consumer's attitude toward store brand products
physical risk has a positive and direct effect on perceived which is being adapted here. Stone and Grønhaug (1993)
risk. Their Results also proved that psychological risk measured perceived risk with the use of three items for
influences the effects of performance, economic and social each risk dimension which has been used here. For
risk dimensions on overall risk (Suplet et al., 2009). This subjective norm, this study adapted the measure
role of perceived risk was also found by Klerck and developed by Flynn and Goldsmith (1999). For perceived
Sweeney (2007) in their research of consumer behaviour behavioural control, this study adapted the measure used
for genetically modified food. Unlike most consumer goods, by Raju, Lional and Mangold (1995); Park, Mothersbaugh
pharmaceuticals involve high risk and are related to the and Feick (1994). For purchase intention and purchasing
health of consumers (Pahud, Rietbroek and MacLean, behaviour, this study adapted the measures used by Haque
1997). Frequently in consumer behaviour research, the et al., (2015); Joey and George (2004).
perceived risk acts as a mediator between an attitudinal To accomplish targets of this investigation, a self-
outcome variable and extrinsic product cues (e.g., Agarwal controlled, close ended, organised survey has been
and Teas, 2001; Semeijn, Van Riel and Ambrosini, 2004). carried-out to accumulate essential information from
But, the direct role of perceived risk cannot be neglected respondents. The survey questionnaires are comprised of a

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 Shafinaz Binti Ali Jinnah, Ahasanul Haque, Mohammad Aizat Jamaludin

five-point Likert type answer scale going from 1 (strongly Figure 1: Family income of OTC customers
disagree) to 5 (strongly agree) in printed copies. The target
Family Income
population was pharmacy clients from a population of
1,73,47,900 in the metropolitan territory of Kuala Lumpur 120
and Selangor states of Malaysia. Pharmacies are the 100
primary location where OTC medicines are being 80
purchased by customers. A non-probabilistic purposive 60
sampling technique has been applied to choose
40
respondents. Data collection was undertaken over three
20
months of time from October to December 2019. The
respondents were being reviewed on various week-days 0
Less than 5000 5000 RM to Above 10000 Others
and week-ends to cover a wide range of customers. RM 10000 RM RM

RESULTS Frequency Percent (%)

Descriptive Analysis: The questionnaire sets were
distributed to 400 walk-in customers in pharmacies among Figure 2. Frequency of purchasing OTC medicine
which, 308 customers agreed to participate in the research.
So, the response rate was 77 %. Table 1 represents the Frequency of Purchasing OTC Medicine
demographic information of the participants, including
200
gender, age, education level, their marital status and
occupation. Figure 1, 2 and 3 represents the respondent's
100
family income, frequency of purchasing OTC medicine and
OTC medicine purchased for children/adults/elderly. Among 0
the respondents, 51.6% were male, 41.2% were in their Daily Weekly Monthly Yearly
youth age (26 to 35 years old), 58.8% were graduated,
54.5% were married, 36.4% were in active service, 34.4% Frequency Percent (%)
were having a monthly family income less than 5000 RM,
58.8% purchase OTC medicine monthly and 48.4%
purchase OTC medicine for themselves. Figure 3: OTC medicine purchased for children/adults/elderly

Table 1: Demographic Profile OTC Medicine Purchased For

Demographic Variable Frequency %age 200
Gender
Male 159 51.6 150
Female 135 43.8
100
Age
18-25 78 25.3 50
26-35 127 41.2
36-45 78 25.3 0
46-55 8 2.6 Children Adults Elderly
56-65 3 1.0 Frequency Percent (%)
Education
Higher Secondary 50 16.2
Bachelor 181 58.8
Reliability Statistics: In IBM SPSS (version 25),
Masters 44 14.3
PhD 9 2.9 Cronbach's alpha is generally used to measure the internal
Others 9 2.9 consistency of questionnaires. After running the test and
Marital Status from the output, it is found that for every instrument
Married 168 54.5 variable, the Cronbach's alpha value is greater than 0.7
Unmarried 111 36.0 (Table 2) which means that all the instruments used in this
Widowed 8 2.6 research are reliable enough.
Divorced 3 1.0 Exploratory Factor Analysis (EFA): In SPSS, after
Others 3 1.0 running descriptive factor analysis on the data, it is found
Occupation from the KMO table that, the measure of sampling
Service 112 36.4 adequacy is 0.844 which is more than 0.5, means sampling
Business 60 19.5 is perfectly adequate. From the data extracted for
Student 80 26.0 communalities using principle component analysis
Housewife 8 2.6 extraction method, there is no value which is less than 0.3,
Others 32 10.4
means all the variables can be kept. After running EFA in
SPSS, from the total variance extraction table, it is found
that there are six components out of fort-seven are having
eigen value of greater than 1 and the rest components are
having eigen value of less than 1. It means six components

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Consumer Behavior Towards Over-The-Counter Medicine Purchase

has been found which should be retained. After analysing Figure 4. SEM (Default Model)
the data again in SPSS through fixed number of factors
(six) and removing coefficient value less than 0.5, we can
see the component correlation matrix is orthogonal. Then,
the varimax method in SPSS for analysing orthogonal
matrix has been selected. From the rotated component
matrix (Table 3), the final factor loading table has been
found.
Confirmatory Factor Analysis (CFA): IBM AMOS (version
25) has been used for confirmatory factor analysis. There
are varieties of indicators that tell us how good the model
fits through Structured Equation Modeling (SEM)
technique. The global model fit can be done in two non-
exclusive ways, by using inference statistics, i.e. so-called
tests of model fit, or using fit indices, i.e. an assessment of
approximate model fit (Hair et al., 2017). Now a day, it has
become usual to find out the model fit both for the
measurement model and for the structural model.
Structural model means where all constructs correlate
freely.
Figure 4 represents the default structural equation
modelling technique. The model did not fit properly as CFI Figure 5. SEM (Modified Model)
value is below standard threshold level and hence
modifications were done. In AMOS, modification indices
cannot be applied if there are any missing data fields.
Therefore, estimation maximisation (EM) method in SPSS
has been applied to overcome few missing value fields in
the data set. There are interchangeable indicators within
reflective factors which are intentionally redundant and
have been removed from the models. The modified fit
models are represented in Figure 5 where the CFI value is
adequate. In this research, the Chi-Square and RMSEA
values are also used to evaluate the model fit. In AMOS,
the chi-square value is called CMIN. From Figure 5, CMIN
is 805.849 and RMSEA is 0.056 which also support the
standard threshold of fit indices. So, based on the CFI, Chi-
Square values and RMSEA, the model fit is found good.
Figure 6 represents the measurement model. Based
on the measurement model, the hypothesised path
coefficients are presented in Table 4 which shows the
critical ratios (CR) obtained for the model. It presents the
hypothesized paths, coefficients, CR and the p-values. The
critical ratio and significance of path coefficients are used Figure 6: SEM (Measurement Model)
as the basis for supporting or rejecting the proposed
hypotheses in this research. Therefore, it can be concluded
that hypotheses H1, H2, H3, and H5 were supported as the
CR values are 3.658, 2.560, 3.403 and 6.367 respectively
where the threshold is CR⩾ ± 1.96 and the path is
significant at the 0.05 level. H4 was not supported as the
CR value is -0.243 (below threshold level).

Table 2: Reliability statistics

Variables Cronbach's Alpha N of Items
Attitude 0.816 9
Subjective Norm 0.867 7
Perceived Behavioural
0.815 6
Control
Perceived Risk 0.940 11
Purchase Intention 0.817 5
Purchase Behaviour 0.832 9

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Table 3: Rotated component matrix

Variables
Perceived
Subjective Perceived Purchase Purchase
Indicators Attitude Behavioral
Norm Risk Intention Behaviour
Control
Att1 0.618
Att2 0.588
Att3 0.718
Att4 0.515
Att8 0.6
Att9 0.611
Sn1 0.659
Sn2 0.773
Sn3 0.71
Sn4 0.717
Sn5 0.68
Sn6 0.68
Sn7 0.654
Pvc3 0.571
Pvc4 0.597
Pvc5 0.585
Pr1 0.732
Pr2 0.801
Pr3 0.808
Pr4 0.829
Pr5 0.741
Pr6 0.732
Pr7 0.786
Pr8 0.807
Pr9 0.795
Pr10 0.816
Pr11 0.77
Pi1 0.689
Pi2 0.706
Pi3 0.669
Pi4 0.743
Pi5 0.632
Pb1 0.526
Pb2 0.639
Pb3 0.771
Pb4 0.756
Pb5 0.682
Pb6 0.575
Pb7 0.669
Pb8 0.523
Pb9 0.53

Table 4. Regression Weights (Measurement Model) hypothesis (H1) is supported. Thus, attitude towards OTC
Estimate S.E. C.R. P medicine purchase by consumers has been found to be of
Pi <--- Att .325 .084 3.883 *** very helpful significance. It was contemplated that such a
Pi <--- Sn .101 .044 2.306 .021 mentality could be a composite of information, adequacy
Pi <--- Pvc .232 .061 3.828 *** and a comprehension of the issue of legitimate or ill-
Pi <--- Pr -.010 .033 -.311 .756 advised use. All respondents in this examination had
Pb <--- Pi .727 .110 6.632 *** encountered with OTCs and their attitude uncovered that
they would not like to rely particularly upon the prescription
drugs when they get sick. Reasons incorporated the way
DISCUSSION that prescriptions were unnatural and that the body can
Consumers' Attitude towards Purchasing OTC recoup itself after some time. It was likewise uncovered
Medicine: From Table 4, the path (Pi <--- Att) is found from the criticism that OTC medicines were taken just when
positively significant (CR value is greater than 1.96). So, truly required. According to the results from this study, a

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high level of young people has bought OTC medicines purchasers joining to apparent perceived risk type is low for
themselves. This finding is reliable with Cheriyan and OTC medicines. This is predictable with past discoveries in
Tamilarasi, (2019); Sansgiry and Cady (1996) who the writing that demonstrate customers know-how on the
recorded acquisition of OTCs by youthful grown-ups. dangers of analgesics (Palos et al., 2004; Raja et al.,
Customers' Subjective Norm towards Purchasing OTC 2020). Perceived risk is progressively an impression of
Medicine: From Table 4, the path (Pi <--- Sn) is found inborn hazard, the idle danger of the OTC medicine usage.
positively significant (CR value is greater than 1.96). So, This natural hazard of a risk a purchaser would see while
hypothesis (H2) is also supported. Thus, subjective norm picking OTC medicine brand and the information written
towards OTC medicine purchase by consumers has been with the packing.
found to be of very supportive significance. Subjective Consumers' Purchase Intention towards OTC
norms are self-evaluated and aren't just decided on Medicine: From Table 4, the path (Pb <--- Pi) is found
genuine information yet additionally on item related positively significant (CR value is greater than 1.96). So,
understanding (Dzulkipli et al., 2019; Park et al., 1994). hypothesis (H5) is supported. In Malaysia, community
Consumers' with high target information are progressively pharmacies are accessible for both well and sick
mindful of natural properties of OTC medications, for customers. The classifications of factors influencing OTC
example, ingredients. This data is very unpredictable and medicine purchase behaviour are not critical from each
more elevated levels of abstract information probably won't other, yet the main individual factors are fundamentally
show higher consciousness of these attributes. Therefore, contrasted. Different elements to consider in understanding
purchasers with higher subjective information may in any consumers' OTC medicine purchase behaviour are the
case experience a level of vulnerability about the distinction ideas of industrialism and patient's requirement. Without a
in the ingredients and related wellbeing dangers of doubt, there is a developing comprehension on the
conventional brands and OTCs. This distinction is "advanced client", who are portrayed as being more
exceptionally little to nonexistent because both brand types requesting, more data solid, more data chasing, and
are required to be similarly sheltered. Customers with high needing to self-manage. These elements would all be able
target information appear to perceive this. to impact their perspectives and desires on their OTC use
Consumers' Perceived Behavioral Control towards and affect the numerous reasons why they might possibly
Purchasing OTC Medicine: From Table 4, the path (Pi <--- decide to visit a drug store for their OTC buy. This
Pvc) is found positively significant (CR value is greater than investigation reviewed past literatures that OTC drugs
1.96). So, hypothesis (H3) is also supported. The family represent self-care which has empowered the development
stores were the most successive wellspring of OTCs. This of the OTC market alongside its level venture into new
was as per past research by Dzulkipli et al. (2019); classes (Dzulkipli et al., 2019; Cheriyan and Tamilarasi,
Chambers et al. (1997). Young people will go to their family 2019; Lowe and Ryan-Wenger, 2000).
stores to get drugs when they feel ill. It has been indicated Implication for Further Research: In future research, the
that the characteristics of the pharmacies and their staff are consideration of other individual factors, for example,
significant drivers for drug store support for customers. socioeconomics, might disclose more knowledge of
More explicitly, polished skill, agreeableness and a consumer behaviour inside the populace. It would likewise
supportive nature will impact a client's dynamic procedure be fascinating to explore if the ends dependent on the
of where to shop. A drug specialist's clothing is likewise outcomes hold for populaces of other ASEAN nations as
basic in imparting certainty, trust and demonstrable skill to the outcomes may be dependent upon social contrasts,
consumers. Many clients worth and want the individual and national approach, and healthcare guidelines. Another
centred communication with drug store staff during their course for future research is to look at the degree of
visits. Further, building up an individual relationship with adequate perceived risk in purchase intention by
their medicinal services proficient was appeared to have incorporating more dimensions in risk measurements to get
the most grounded influence on perceived behavioural a total picture. Future research of OTC medications should
control. Customer centric health care is an open door concentrate on the self-assurance of purchasers and how
where drug stores and drug specialists can furnish an this is impacted by association and situational
incredible separation contrasted and different settings, for perspectives. Another focal point is how pharmacies and
example, markets for OTC clients. It is pivotal for drug drug manufacturers in a retail domain may impact the
specialists to give care past basically providing a medicine. information levels, certainty and purchasing choice of
There are complains that occasionally drug specialists don't customers. Furthermore, it would bear some significance
give adequate customer consideration while dispensing a with lead an investigation to straightforwardly contrast and
medicine due to lack of time. customers in various settings where OTCs are additionally
Customers' Perceived Risk towards Purchasing OTC accessible (for instance, super shop, hypermarkets).
Medicine: From Table 4, the path (Pi <--- Pr) is found
insignificant, neither negatively significant (CR ≥ ± 1.96). CONCLUSION
So, hypothesis (H4) is not supported. Thus, perceived risk
towards OTC medicines purchase by consumers has been This present investigation focuses on the significance of
found to be of insignificant. This is to some degree amazing consumers' attitude, subjective norm, perceived behavioral
because particularly for OTC medications one could control and perceived risk towards purchasing OTC
imagine that the apparent perceived risk would majorly medicines based on the extended model of TPB. Medicines
affect the buy expectation toward an OTC medication are usually taken during a treatment in certain diseases. As
brand. A potential clarification is that the relative weight of healthcare is the most important aspect of Human life,

1137 P J M H S Vol. 14, NO. 3, JUL – SEP 2020

 Shafinaz Binti Ali Jinnah, Ahasanul Haque, Mohammad Aizat Jamaludin

knowing OTC medicines is essential to the incitement and October 2016, Cluj-Napoca, Romania. IFMBE Proceedings, vol
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