THE INFLUENCE OF DIGITAL MARKETING, REFERENCE GROUPS AND BRAND EXPERIENCE ON CONSUMER BUYING DECISIONS FOR OVER THE-COUNTER (OTC) PRODUCTS: A CASE STUDY FROM KARACHI, PAKISTAN

Abstract

Purpose: In the realm of marketing today, the customer is seen as king. Manufacturers were capable of selling anything to consumers as the marketing era rose. But these days, what ought to be created, how much ought to be produced, and how good the product ought to depend on what consumers want to buy. Because consumer preferences differ, marketers must take several aspects into account when selecting how to promote a product. The pharmaceutical sector faces greater risks when analyzing consumer behavior because of how it connects to medicine and health. This study aimed to examine the impact of pharmaceutical digital marketing, reference groups, and brand experience on consumer buying decisions for OTC products. Methodology & Design: Based on the theoretical underpinnings of consumer purchasing behavior and a survey of related literature, a conceptual framework is built. A digital empirical survey based on a self administered questionnaire is carried out to determine the influence of digital marketing, reference groups, and brand experience on consumer decisions. With the use of this questionnaire, primary information was gathered from 200 pharmacies, customers, and medical specialists in Karachi, Pakistan. The data were examined using SPSS software. Findings: According to the study's findings, brand experience and pharmaceutical digital marketing have a significant impact on consumers' decisions to purchase over the counter (OTC) medications. The p value of another variable, reference groups, which is greater than 0.05, indicates that it has no effect on customers' decisions to purchase OTC items. Limitations: The respondents come from a diverse range ofcountries and cultural backgrounds; the majority ofthem are pharmacists who live in Karachi, Pakistan. There may be certain drawbacks to the survey's online distribution approach, and not all participants are guaranteed to be experts. Future research may include a wider range of participants, not just those from various pharmacies and the pharmaceutical industry. For the upcoming investigations, it is advised that the model be expanded to include more elements and variables. Furthermore, this study did not look at how demographic characteristics affected people's choices regarding OTC drug purchases. Therefore, future studies will assess how they affect the buying of OTC drugs. Recommendations: Here are some recommendations for companies looking to influence the buying decision of a pharmaceutical product through digital marketing, reference groups, and brand experience: Pharmaceutical firms should use targeted digital marketing strategies, leverage the power of reference groups, create a positive brand experience, use customer reviews, testimonials and provide clear as well as accurate information about the product.