Improving pharmacy store performance: the merits of over-the-counter drugs

Wieringa, J., Reber, K. & Leeflang, P., 2015, In : European Journal of Marketing. 49, 7/8, p. 1276-1299 24 p.

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  • Improving pharmacy store performance

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This study aims to increase understanding of the factors that affect retail pharmacy performance. This paper investigates how various product-, store-, customer- and competitor characteristics affect over-the-counter (OTC) drug sales and thus store performance.

This paper specifies and estimates a hierarchical model comprising scanner-based information, as well as individual-level data from a customer survey.

Results indicate that the drivers of retail pharmacy performance in OTC categories are different from those identified in traditional retailing research.

This is the first study that determines which factors impact the sales of OTC drugs in pharmacies.
Original languageEnglish
Pages (from-to)1276-1299
Number of pages24
JournalEuropean Journal of Marketing
Issue number7/8
Publication statusPublished - 2015

ID: 21832328