Citation

Cheng, Boon Liat and Cham, Tat Huei and Gao, Zijie and Abd Rahim, Mohd Fairuz and Lau, Teck Chai and Dent, Michael M. (2024) Managing my own health! An ancillary outlook on pharmaceutical and health supplements consumption. International Journal of Pharmaceutical and Healthcare Marketing. ISSN 1750-6123

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Abstract

The surge in pharmaceutical and health supplement usage among consumers aims to enhance personal well-being. This growing opportunity for pharmaceutical brands has resulted in increased market share and intensified industry competition. Using the theory of planned behaviour (TPB), this study aims to identify the factors influencing Malaysians’ choices regarding pharmaceutical and health supplements. In addition, the variable of past behaviour was incorporated to account for consumer decisions based on prior experiences. Design/methodology/approach – Using purposive sampling, 300 questionnaires were gathered and analysed via Statistical Package for the Social Sciences and structural equation modelling technique via Analysis of Moment Structures software to validate the reliability of each variables and the postulated relationships within the research framework. Findings – Results revealed a pronounced impact of past behaviour on the intention to consume pharmaceutical and health supplements. The mediating role of perceived behavioural control in bridging past behaviour and consumption intention was also ascertained. Notably, the findings support the inclusion of past behaviour in the TPB as a pivotal determinant of intention. Originality/value – The insights gleaned underscore the escalating trend of pharmaceutical consumption in Malaysia, providing strategies to enhance and maintain the competitive edge and market position of pharmaceutical brands.

Item Type:	Article
Uncontrolled Keywords:	Consumer behaviour
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9999 Special industries and trades H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	30 May 2024 01:38
Last Modified:	30 May 2024 01:38
URII:	http://shdl.mmu.edu.my/id/eprint/12479

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