2026-10-23T03:35:38Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011971 2025-10-16T06:14:38Z 1582963436320 1582963436320:1698989833663

Factors Affecting Consumer Buying Decision Towards OTC Drugs in Yangon (Yee Yee Swe, 2025) Yee Yee Swe The objectives of this study are to examine the factors affecting consumer buying decisions toward over-the-counter (OTC) drugs in Yangon and the influence of these decisions on post-purchase evaluations. Five factors were analyzed: physician/pharmacist recommendations, previous experience, price, digital marketing, and country of origin. A total of 385 respondents were surveyed at Shwe Ohh Pharmacy in Yangon using a structured questionnaire. A systematic simple random sampling method is used. Regression analysis confirmed that all five variables significantly affect consumer buying decisions, with country of origin identified as the most influential factor. In addition, consumer buying decisions were found to significantly affect post- purchase evaluations. Based on these findings, pharmaceutical companies are encouraged to prioritize the clear and prominent labeling of country of origin to build trust and support purchase confidence. Affordability initiatives, such as offering smaller pack sizes and adopting value-based pricing, are well-suited to appeal to price-sensitive consumers. Strengthening the role of pharmacists and physicians in the purchasing process is also recommended, as professional advice continues to serve as a critical influence. Ensuring consistent product quality can further enhance positive post- purchase evaluations and promote long-term customer loyalty. Although digital marketing currently plays a limited role, its potential remains notable, particularly if future efforts focus on health-related content tailored to younger and urban consumers. 2025-06-01 https://meral.edu.mm/records/11971