Painkiller purchasing in the UK
An exploratory study of information search
and product evaluation
Andrew Paddison and Kine Olsen
Department of Marketing, University of Stirling, Stirling, UK
Abstract
Purpose – The aim of this paper is to explore, through exploratory qualitative research, how
perceptions of involvement and risk, for female consumers, influences their information search and
product evaluation decision-making for over-the-counter (OTC) painkillers.
Design/methodology/approach – In-depth interviews were conducted amongst 25 female OTC
painkiller purchasers from one pharmacy. Females are more engaged with and have a greater
likelihood to use OTC medication. Despite the benefits of applying qualitative approaches when
researching self-medication, there are few self-care qualitative studies.
Findings – Despite the greater availability and awareness of OTC medicines, the purchasing
process is still underpinned by inherent risk. Alongside base levels of involvement, painkillers had
situational importance with there being unease as to the risk involved. Consumers felt uncertainty as
to the worth of their knowledge and this was compounded by a lack of informational clarity. Finally,
the risk of side-effects and the relative importance of subjective beliefs often took precedence during
evaluation.
Research limitations/implications – Information needs to be made more accessible, whilst there
is scope to capitalise upon family history as interpersonal sources were deemed to be empathetic.
As the study was conducted once in a “local” setting, the time span and level of interactivity could be
extended by studying consumers “lived experiences”. Triangulated research amongst related parties,
such as pharmacists, could build on this exploratory study.
Originality/value – OTC medicine sales have grown with self-medicating consumers purchasing
painkillers the most frequently. Previous research has stemmed from medical sociology, pharmacy
practice and public policy, and there is a lack of contemporary (UK) consumer behaviour research on
OTC painkiller purchasing.
Keywords Analgesics, Medicines, Women, Consumer, Behaviour, United Kingdom
Paper type Research paper
Introduction
Pain relieving analgesics are the largest sector in the growing over-the-counter (OTC)
pharmacy market (Keynote, 2004; PAGB, 2005a) with 90 per cent of UK consumers
using painkillers annually (PAGB, 2005b). Consumer awareness of self-care issues has
been associated with the importance of OTC availability (PAGB, 1997), both of which
are reflected in increasing product choice (PAGB, 2005c). Perhaps, surprisingly, in view
of the scale and importance of OTC medication purchasing, Ward and Tully (1998)
noted a lack of research on consumer views of OTC medication. Although OTC
medication has been researched in medical sociology, pharmacy practice and public
policy, there is a lack of contemporary (UK) consumer behaviour research on OTC
painkiller purchasing. In distinguishing between prescribed medicines and OTCs, the
terms patient and consumer are associated, respectively, with each classification. The
emphasis on OTC purchasers as consumers is a function of, and reaction to, the
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1750-6123.htm
IJPHM
2,4
284
International Journal of
Pharmaceutical and Healthcare
Marketing
Vol. 2 No. 4, 2008
pp. 284-306
q Emerald Group Publishing Limited
1750-6123
DOI 10.1108/17506120810922330