Based on the literature review studied and the consumer behaviour, combined with the quantitative research, the thesis identified 06 factors affecting the over-the-counter medicine purch
OVERVIEW OF THE RESEARCH TOPIC
Background of Study
World Bank has warned that Vietnam is experiencing a period of population aging at the higher speed than ever before The proportion of the population aged 65 and over is anticipated to be 21% in 2025 The population is aging rapidly means that the demand for health care also increases
The willingness to pay for medical services, medicines and health supplement has the tendency to increase as the average income per capital and the intellectual level of the citizens are improving In addition, the living environment is becoming more and more polluted, raising the number of diseases
Currently, the demand for using nutritional supplement products and the complementary alternative medicines (used for treatment of the same diseases) is creating many new opportunities for the producers entering later and increasing the competition level in the industry Simultaneously, materials for production of pharmaceutical products with origins from the nature and plant extracts is getting more concentration for study and development in order to create new medicines which are friendly to human’s health and have less side effects
Pharmaceutical products have direct effects on the health or even the survival of users Wrong use of pharmaceutical products does not only cause the consumers more costs and time but can also have serious consequences Therefore, the purchasing decision of the customers of the pharmaceutical industry are all based on the process of thorough information consideration and study
OTC channel (Over The Counter – distribution through the medicine retailers) occupied 30% of the medicine market The total number of medicine retailers was 62,000 (figures up to 2019) Vietnam is one of the countries with the highest number of pharmacies in the world According to the report of VIRAC, currently, in the pharmaceutical retail market, there still exist severe competitions amongst big names including Pharmacity, Long Chau and An Khang In the future, the plan of the 3 chains of the top pharmacies is to raise the total number of pharmacies in the chains to 7300 stores in 2025, equivalent to 16% of the market; hence, stimulating the revenue of the pharmaceutical industry to
2 increase compared to the actual demands of the people within 2-5 years This is mainly caused by the matter that such new pharmacies will promote the medicine inventories This is a fertile market for the pharmaceutical retailers; as a result, the research on the factors affecting the decisions of pharmaceutical Over the Counter of the customers is becoming more and more important with the pharmaceutical companies and pharmacies
An Thai Pharmacy has three main establishments in Hanoi and Hoa Binh In Hanoi, currently, there are 7869 medicine manufacturing and trading establishments, in which, there are 6392 retailers such as pharmacies, pharmaceutical stalls and pharmaceutical cabinets; 1281 manufacturing and trading enterprises and 195 other forms An Thai is facing a difficulty of a OTC market which is already small but is getting more and more seriously competitive in terms of price and distribution channel The management and the tightening activities of retail of over-the-counter medicine, especially antibiotic types, partially causes more difficulties in the growth of An Thai Study on the over-the- counter decision of the customers has the following reasons including the convenience, time saving and more medicine choices…Simultaneously, products with good quality does not mean that the consumers will purchase immediately They also select plenty of factors such as the acknowledgement of the producers, consultation level etc or whether the products have characteristics which are different from other suppliers etc This will lead to the purchase decision
Besides, according to the study of Zhou, Zue, Ping (2012), factors affecting the over the counter medicine purchase decision of the consumers include the factors: (1) Drug price, (2) drug package, (3) trust in the producer, (4) drug quality, (5) trust in the pharmacy, in which, the trust in the pharmacy is impacted by (1) the appearance of the pharmacy, (2) service quality at the pharmacy, (3) product quality at the pharmacy
In, the article “Factors affecting the over-the-counter decisions of the customers at Long
Chau Pharmacy in the area of Ho Chi Minh City” by Nguyen Chi Thai (MA) (Vang
Lang University, at the primary research model, the author proposed 7 variants: Convenience, Human resource, Price, Brand, Information, Product and Infrastructure After research, the results showed that there are 5 factors affecting the drug purchase decision of the customers at Long Chau Pharmacy, namely: (2) Brand information, (2) Product price, (3) Human resource, (4) Convenience, and (5) Infrastructure From the
3 research result, the author proposed several implication managements in order to raise the drug purchase decision of the customers at Long Chau Pharmacy Chain
From the above researches, the author realized that the factors affecting the purchase decisions are vital for a person who works in the pharmaceutical occupations like the author herself and through the reference, they are the availability of the products The medicine has a large number of different products which have the same uses or there are various products to be suitable to each kind of disease as well as the remark of whether the product can be used for each consumer For example, the users with steatosis of liver and low blood pressure will need the products to reduce the fat in the liver and the product to prevent the blood pressure Therefore, the it is impossible to include leek in the drug Leek is good for steatosis, but has bad effect on people with low blood pressure This shows that the availability of the products at the pharmacy and the various combination is a necessary factor to serve the different demand of the consumers Hence, the void of the research can be seen
Because of the reasons mentioned above, the author decided to choose the topic
“Factors affecting customers' decision to buy over-the-counter medicines at An
Thai Pharmacy” in order to help the pharmacy to have clearer understanding of the factors impacting the decision on medicine purchasing of the customers with the pharmacy Based on that, the pharmacy will have solutions to attract more customers in the upcoming time.
Research objectives
Analyzing the Factors affecting customers' decision to buy over-the-counter medicines at An Thai Pharmacy and proposing the management to help the manager to have solutions to attract customers to purchase over-the-counter medicines of An Thai Pharmacy
- Describe the profile of the consumers according to the characteristics:
- Identify the factors affecting the over-the-counter medicine purchasing decision of the customers at the pharmacy system
- Evaluate the impact levels of the factors affecting the over-the-counter medicine purchasing decision of the customers at An Thai pharmacy system
- Propose the valuable suggestions to encourage and promote the over-the-counter medicine purchasing decision of the customers at An Thai Pharmacy system
Based on the research objective, the research questions are as followed:
- What are customer demographics of An Thai pharmacy’s customer?
- What are the factors affecting the over-the counter purchase decision of customers at An Thai pharmacy system?
- To what extent does each factor influence the over-the-counter purchase decision of the customers at An Thai pharmacy system?
- What are the implication managements to raise the over-the-counter purchase decision of the customers at An Thai pharmacy system?
Research subject and scope
Research content: Factors affecting customers' decision to buy over-the-counter medicines at An Thai Pharmacy
Research subjects: Customers who have already purchased over-the-counter medicines at An Thai Pharmacy System
+ Space scope: Scope of the pharmacies in An Thai Pharmacy System
+ Time scope: The thesis was conducted from June to August 2023 The primary data was collected in the thesis implementation process The secondary data was taken reference from the statistical data of company within the 3 latest year 2019-2022
+ Content scope: Focus on studying the issues relating to the factors affecting and
5 deciding the over-the-counter purchase decision of the customers at An Thai pharmacy system
The research was carried out in two phases: preliminary research and official research
The research was carried out in two phases: preliminary research and official research 1.1.1 Preliminary research: conducted through qualitative research and quantitative research
Qualitative research is carried out through the following steps:
- Interview to collect 20 opinions: distributed questionnaire to collect opinions of 31 consumers on factors affecting the decision to buy over-the-counter drugs
- Hand-to-hand interview: based on the collected opinions, conduct hand-to-hand interviews with 20 consumers to supplement and clarify the collected opinions Based on the components from the over-the-counter drug purchasing decision scale of Zhou (2012) and Shah (2010) and collected opinions to build a draft scale
- Group discussion: from the draft scale that has been built, group discussion is conducted to supplement and clarify observed variables and eliminate duplicate observed variables
Preliminary quantitative research: The author conducted preliminary quantitative research on 230 consumers buying over-the-counter drugs to calibrate the scale for official research
The research was conducted by directly interviewing consumers buying over-the- counter drugs in Hoa Binh and Hanoi based on a pre-designed survey questionnaire Convenience sampling method, sample size is 230, observed variables are measured using a 7-point Likert scale
Statistical analysis was conducted using SPSS 20.0 software The scale's reliability was assessed using Cronbach's Alpha Exploratory factor analysis (EFA) was performed to identify underlying factors A regression function was then formulated to determine the factors influencing customers' decisions to purchase over-the-counter medicines at An Thai Pharmacy.
Thesis structure
Besides the Acknowledgement, Declarations, Lists of Abbreviations and symbols, list of figures, tables, appendix and references, the thesis includes 5 chapters Specifically:
Chapter 1: Introduction includes background of research and research objectives
LITERATURE REVIEW
Consumer behaviour
“Consumer beahviour is the activities people engage in when selecting, seeking, purchasing, using and disposing goods and services so as to satisfy needs and wants.”
In accordance with Kotler (2001), “consumer behaviour is defined as the overall actions that happen during the process from the demand recognition until purchase and post purchase the product” Therefore, consumer behaviour is the method how the individuals make decision to use their available resources (time, money, effort) for the consumption products
According to Philip Kotler (2004), in marketing, the marketers study the consumer behaviour with the purpose of recognizing their demands, hobbies, habits, particularly, to find out what the consumers want, why they purchase such product and services, why they buy that brand, how they purchase, where they purchase, when they purchase and the level of purchases in order to build the marketing strategies to encourage the consumers to buy their product and service
Recognitio n of the problem The search for information Evaluation Decision Post purchase behaviour
The choice of: Product Brand Dealer Purchasin g timing Quantity
According to American Marketing Association, consumer behaviour is the interaction
10 of the stimulating factors of the environment with the cognition and human behaviour and by which human beings conduct changes of their lives Consumer behavioir is affected by four factors: culture, society, individual and psychology
According to Engel, Blackwell and Mansard (1995, 2001): “Consumer behaviour is the actions and decision processes of people who purchase goods and services for personal consumption”
According to Schiffman et al (2007), “Consumer behaviour is displayed in the processes of searching for, purchasing, using, evaluating the products and services the consumers expect to meet their demand”
According to Dr Bui Thi Thanh and Dr Nguyen Xuan Hiep (2012), “it can be understood that the consumer behavior is the reactions of the customers under the effect of the external stimuli and the internal psychological process through the product and service purchasing decision”
In the purchase decision making process there are 5 steps: need recognition, information search, evaluation of alternations, selection and result evaluation is the most important in the consumption decision making process (Erasmus, 2001; Schiffman, 2007)
According to Philip Kotler, buyer decision making process is demonstrated in the diagram:
Figure 2.1 Purchase decision making process
(Source : Philip Kotler, 2001, p.220-229) a Need recognition (Philip Kotler, 2001, p 220-221)
The first step of the purchasing process starts when consumers are aware of their own demand According to Philip Kotler, demand arises from the internal and external stimuli
- Internal stimuli are the basic needs of human such as hunger, thirst, adoration, love, admiration etc For example, when people feel hungry, they want to eat, feel cold, they want to put the blanket on, feel thirsty, they want to drink
Need recognition Informati on search
Post purchase behaviour Purchase decision Evaluation of alternations
- External stimuli are the timing, changes caused by environment and circumstances, characteristics of the consumers, the dominance with social characteristics such as: culture, reference group, requirements commensurate with personal characteristics, marketing stimuli of the marketers etc b Information search (Philip Kotler, 2001, p 221-222)
Consumer demand drives the need for information This information search can be conducted internally or externally Internal searching involves retrieving knowledge from memory, while external searching seeks information from outside sources Successful internal searching may eliminate the need for external information gathering.
Information source can be classified into 4 groups:
- Personal information source: information from family, friends, acquaintances, neighbours
- Commercial information: information achieved from advertisements, sellers, on the package, at the fair or exhibition
- Public information source: objective information on the mass media, authorities of the government, organizations
- Information source from experience: through the direct research such as interaction or trial use
Each source of information has different influential level on the buying decision of the consumers c Evaluation of alternatives (Philip Kotler, 2001, p 222-225)
Before making the buying decision, the consumers will process the obtained information then provide the evaluation on the value of the competitive brands This evaluation process is normally implemented according to the following principles and procedures.First, the consumers assume each product contains a selection of properties, in which, each property is assigned to a beneficial function that such product can bring the satisfaction to the consumers when own it The property of the product is illustrated in the following aspects:
- Technical properties: physical, chemical, formula, component, colour, size
- Use properties: Using time, duration, typical character
- Psychological properties: beautiful, luxurious, personality, comfort, pride of ownership,
- Combination properties: price, brand, package
Second, consumers have the tendency to classify the properties in compliance with the different importance based on their needs to be satisfied
Third, consumers lead the tendency to build for themselves a set of beliefs about the brand to be a basis to evaluate the properties of the products The selection tendency of the consumers is that they will choose to purchase the kind of product brand which can bring them the maximum satisfaction from the properties of the products they are interested in However, this evaluation result depends on the specific psychological and economic conditions d Purchase decision (Philip Kotler, 2001, p 225-226)
After evaluation, the purchase decision will be formed for the brand which receives the highest evaluation point and it will lead to the purchase decision However, according to Philip Kotler, there are two factors which can interfere before the consumers make the purchase decision, as follows:
Figure 2 1: Steps between evaluation of alternatives and a purchase decision
The first element is the attitude of the acquaintances, friends, colleagues whether they support or they are object Depending on the intensity and the tendency of the support or against attitude of these people, the consumers will make the purchase decision or give up the purchase decision
The second element is the elements of unexpected situations The consumers form the purchase decision based on the certain basis such as: income anticipation, price, expected benefits etc Therefore, when there are situations which change the basis leading to the purchase decision (for example, the risk of losing job, the increase in price; the product does not meet the expectation etc.), they may change or lead to the giving up on the purchase decision
Besides, the elements of risks that the customers will have to bear will affect the purchase decision The risk level acknowledged depends on prices, the uncertainty on the product properties and the trust level of the consumers As a result, the consumers, in a certain way will try to reduce the risk, for example, by avoiding the purchase decision, collecting information from friends, giving priority to the big brands with warranty e Post purchase behaviour (Philip Kotler, 2001, p 226-229)
After purchasing, the consumers may feel satisfied or unsatisfied at a certain level with the products and then they will have the post purchase behaviour on the product or the way to use the product
Concepts on medicines and over-the counter medicines
2.2.1 Concepts of medicines and over-the-counter medicine
Pursuant to Law on Pharmacy (2005):
- Medicine is the substance or mixture of substance used for human for the purpose of preventing, curing, diagnosing or adjust the physiological of the body including the finished medicines, medicine materials, vaccine, medical biological products except for functional foods
- Over The Counter Medicines OTC are the medicines which are dispensed, sold and used without prescription Moreover, OTC medicine is advertised on the advertising
- Ethical The Counter Medicines, ETC is the medicine which if used incorrectly as prescribed by the prescriber (doctor) can be harmful to life and health When licensed, retailed, used must complied with the prescription and regulated in the lists of ethical the counter medicines Besides, ETC is not advertised for the public in any forms.
Previous related Studies
- Study by Shah (2010) regarding the factors affecting the over-the-counter medicines of the consumers which are affected by two factors: the effect from media and influence of the reference group (pharmacist, doctor, family, etc.)
Figure 2 3: Shah’s research model (2012) Factors affecting OTC purchase decision
- Study by Zhou (2012) regarding the factors affecting the purchase decision of consumers include five factors: price, package, belief in the pharmacy, quality, belief in the producer, in which, belief in the pharmacy is affected by three factors: appearance of the pharmacy, product quality and service quality at the pharmacy
Influence from the reference group
Figure 2 4: Zhou’s research model (2012) 2.3.2 Some relevant domestic studies
- Nguyen Vinh Sinh (2013) researched regarding the factors affecting the OTC medicine decision of the consumers in Ho Chi Minh City, shows that the 4 main factors affecting the OTC medicine purchase decision includes belief in the pharmacy, medicine quality, medicine price and the influence from the reference group
- Study by Luu Thanh Duc Hai, Nguyen Kim Yen (2017) regarding the factors affecting
Medicine quality Belief in the pharmacy Medicine package Medicine price
21 the skin care cosmetic purchase decision in Can Tho city This study was implemented in the model “Decision making style by Sproles and Kendal (1986)” Study used reliability analysis of scale by Cronbach alpha coefficient, linear regression analysis, rank matrix accreditation, difference accreditation of expenditure level and characteristic selection of the skin care cosmetics in compliance with the personal characteristics such as ag, gender, income, current occupation, education level, marriage status by analyzing the crosstab along with the analysis of the current situation of the needs by the frequency analysis
A study conducted by Hua Minh Tuan in 2022 examined the factors that influence consumer decisions when purchasing over-the-counter (OTC) medicines in Bac Lieu province The research model proposed by Tuan encompasses six independent variables: the influence from reference groups, consumer trust, medicine price, product quality, media at the pharmacy, and product packaging.
- Study by Nguyen Chi Ai (2023), factors affecting the medicine purchase decision of the customers at Long Chau pharmacy in the area of Ho Chi Minh City After studying, the author proposed the model of 5 factors affecting the medicine purchase decision, they are: brand information, product price, human resource, convenience, infrastructure, from which, proposed several management implementations in order to raise the medicine purchase decision of the customers at Long Chau Pharmacy system.
Thai An Pharmacy system
2.4.1 Overview of Thai An Pharmacy system
Thai An Pharmacy Joint Stock Company with the business code 5400316462 issued the first time by Department of Planning and Investment of Hoa Binh province on 5 June 2009 Registered for the fifth change on 22 June 2020
1) Full name: Thai An Pharmacy Joint Stock Company
Business registration address: No 216, Cu Chinh Lan Street, Group 21, Phuong Lam ward, Hoa Binh city, Hoa Binh province, Vietnam
To become the symbol of belief and selection of trusted products of the customers for medicines and health care products to serve the community health
Driven by unwavering enthusiasm, profound respect, and an unyielding commitment to human life and societal well-being, we strive to deliver unparalleled safety and efficacy in our medicinal and healthcare offerings We recognize that each individual's health and well-being profoundly impacts the fabric of our communities, and we are dedicated to fulfilling our responsibilities by providing exceptional products and services that enhance the lives of those we serve.
Always aim for customer satisfaction by the high enthusiasm and responsibilities for the work, creating jobs with guaranteed incomes and promotion opportunities for employees
Increase the value and profits for the investors by proper business strategies as well as develop the financial source and the available strengths of the company
To become the symbol of belief and choice of trust for the customers for the medicines and health care products serving the human life
Products and services meet the committed quality in all transactions
Respect the established standard and act in an ethic manner, promote the health and
Respect oneself, respect colleagues, respect the company, respect the partners, cooperate in respect
An Thai wishes to provide the products of high quality and use to the health of the community, products which are loved in very region and territory Therefore, we ponder that the quality of the product, the health of the patient and the satisfaction of the customers will be the accompany of An Thai An Thai consider the customers to be the centre and commit to satisfy every needs of the customers
Quality of the products, health of the patients and the satisfaction of the customers are the criteria for the longevity and development of An Thai
5) Services at An Thai Pharmacy
- Weight and height measurement: At An Thai pharmacies, there are always scales and meter to measure the height and weight for the customers Through the calculation of the body index, employees of An Thai pharmacy can consult for the customers the risks of diseases
- Blood pressure measurement: When requested, An Thai pharmacy system has the blood pressure equipment and the staff who all have been trained of the method to measure and the relevant index
- Blood sugar measurement: On the opening day, Vietnam Doctors’ Day, company’s establishment day, An Thai pharmacy usually cooperates with the unit providing the equipment to organize the free blood sugar measurement for the people
Table 2 1: Assets of Thai An Pharmacy from 2019 to 2022
I Cash and cash equivalen ts
13.18 III Non- current financial investme nts
IV Other non- current assets
- (Source: Business activity result reports of Thai An Pharmacy 2020-2022)
Looking at the business results table, we can see that the company's short-term assets have increased over the years, in 2020 it was 10,822 billion, in 2021 it increased by 71.17% compared to 2020, corresponding to an increase in assets of 7,918 billion In
2022, it will increase by 29.05%, equivalent to 5,444 billion compared to 2021
Table 2 2: An Thai's performance results in 2020-2022
(Source: An Thai's financial report for 2020-2022)
Looking at An Thai's operating results table for the 3 years from 2020-2022, the best revenue in 2022 has a sharp increase compared to 2021 of 67.75% because this year An Thai focuses on products for treatment Covid, supplements, functional foods, and health enhancement products are always out of stock.
RESEARCH METHODOLOGY
Preliminary research
The preliminary research aims to identify the factors affecting the OTC medicine purchase decision of the consumers at An Thai pharmacy as well as the variables which need to be measured, considered in the thesis, in order to learn know the customers understand the OTC medicine purchase decision at An Thai pharmacy The author took the reference opinions from 05 persons who are the pharmacist working at the private pharmacies in the area of Hanoi city and Hoa Binh province, adjusted the scale to be suitable with the current situation in Vietnam Regarding the scale of the variable in the models the author inherited from the previous studies, the adjustment was made and sent to the professors This is the consideration of the factors affecting the purchase decision of the customers The emotions as well as measure the influence level in details of each factor, from which, provide the suitable solutions to raise the purchase decision of the customers to An Thai The author selected Likert Scale as the advantages of the 7 Likert Scale are very suitable to the characteristics of the survey research on a topic or more detailed subject
An Thai aims to explore the factor affecting the OTC medicine purchase decision, after that proceed to process the data If there are problems, the questionnaire will be revised immediately Finally, the questionnaire will be sent to direct interview and google form at An Thai pharmacy The primary data collected will be codified and treated with SPSS 22.0 software The implementation steps are: statistic description, Cronbach’s Alpha accreditation, regression analysis
Research process is summarized as follows:
To ensure the reliability and validity of the research instrument, the author consulted with experts to evaluate the draft scale After consulting with five individuals, the observed variables were refined to eliminate repetition and ensure a comprehensive representation of the construct being measured This process involved both the elimination and supplementation of variables, based on expert input.
Factors affecting OTC medicine purchase decision at An Thai pharmacy
Literature review and research model
Scale: Product availability and variety, Influence of the reference group, Price, Staff, Customer service, Convenience Official questionaire
33 agreement amongst the professors From the consultation results, the author built the preliminary measurement scale The preliminary measurement scale includes: Factors, product availability and variety (4 observed variables), influence of the reference group (4 observed variables), price (4 observed variables), convenience (4 observed variables), Service (4 observed variables), staff (4 observed variables, and variables of OTC medicine purchase decision (3 observed variables).
Official research
The official research was implemented by the quantitative research method by the official survey questionnaire (Referred to appendix 2)
The research objects of this research are the consumers buying OTC medicine in Hanoi city and Hoa Binh The specific subjects are the people who come and buy medicine at the retail pharmacy, patients who come to exam their health at the hospitals in the city, officers, students etc The convenient sampling method
The research use the convenient sampling method because of benefits of this method
The sample size of was chosen by applying the formula given by (Comrey, 1973) and (Bove, 2006): n= 5*m Where n = population size; m = Number of included questions
With m = 27, the sample size of this study was determined as: n = 5*27 = 135 According to above formula, this research must collect data from 135 respondents at minimum The researcher gathered data from 205 consumers as contributors and the researcher confirm that the information collected from this sample were the representative size of customers of An Thai pharmacy
Methods of data collection can be through questionnaires The researcher gathered primary data from respondents through survey designed with two parts namely:
Part 1: Contains detailed information of the respondents’ profile such as gender, age, education, married status
Part 2: Includes of questions regarding customers’ perception on determinants The
34 major content of this part is found on the basis of the theory presented in Chapter II The researcher accumulate data and measures the perception of respondents using the five points Likert’s Scale
The research is based on the theoretical basis on consumer behaviour, the scale deciding the OTC medicine purchase decision of the consumers of Zhou (2012) and Shah (2010), but there are adjustments and supplementations to be suitable with the conditions in Vietnam
The research provides the factors affecting the OTC medicine purchase decision of the consumers at An Thai pharmacy: (1) product availability and variety, (2) Influence from the reference group, (3) Price, (4) Staff, (5) customer service, (6) Convenience
The observed variables were measured by Likert 7 scale, arranging with the level of agreement to gradually increase (Strongly disagree, 2: Disagree, 3: Somewhat disagree; 4: Neutral; 5: Somewhat Agree; 6: Agree, 7: Strongly agree)
Table 3 1: Observed variable of research
No OBSERVED VARIABLES SCALE REFERENCE
Availability and variety of the products
1 An Thai pharmacy has various OTC medicines
2 An Thai pharmacy has available OTC medicines
3 An Thai pharmacy always sells OTC medicines of high quality
4 An Thai pharmacy sells OTC medicines with clear origins
Influence of the reference group
1 consult the doctor before deciding to purchase medicines
2 I consult the family before deciding to purchase medicines
3 I consult my friends before deciding to purchase medicines
4 I make reference on the internet before deciding to purchase medicines
1 OTC medicine prices at An Thai pharmacy are listed clearly
2 OTC medicine prices at An Thai pharmacy are reasonable
3 OTC medicine prices at An Thai pharmacy are competitive with other pharmacies
4 An Thai pharmacy has incentives for loyal customers
1 Staff at An Thai Pharmacy have happy, enthusiastic attitude
2 Staff at An Thai Pharmacy consult clearly
3 Staff at An Thai Pharmacy have good professional knowledge
4 Staff at An Thai Pharmacy instruct the medicine use in a dedicated manner
Hua Minh Tuan (2022) Nguyen Vinh Sinh (2013)
1 An Thai Pharmacy has convenient store locations
2 An Thai Pharmacy has convenient parking space
3 An Thai Pharmacy has various and prompt payment method
1 An Thai Pharmacy has health care consultation service
2 An Thai Pharmacy has health scale
3 An Thai Pharmacy has shipment service
4 An Thai Pharmacy has services supporting parking
Hua Minh Tuan (2022) Nguyen Vinh Sinh (2013)
Medicine purchase decision at An Thai
1 OTC medicines purchase at An Thai
2 OTC medicine purchase at An Thai
Pharmacy is suitable with my ability
3 Buying OTC at An Thai pharmacy gives me a feeling of safety
AVA 1 An Thai pharmacy has various OTC medicines
AVA 2 An Thai pharmacy has available OTC medicines
AVA 3 An Thai pharmacy always sells OTC medicines of high quality
AVA 4 An Thai pharmacy sells OTC medicines with clear origins
INF1 I consult the doctor before deciding to purchase medicines INF2 I consult the family before deciding to purchase medicines INF3 I consult my friends before deciding to purchase medicines
I make reference on the internet before deciding to purchase medicines
PRI1 OTC medicine prices at An Thai pharmacy are listed clearly PRI2 OTC medicine prices at An Thai pharmacy are reasonable
OTC medicine prices at An Thai pharmacy are competitive with other pharmacies
PRI4 An Thai pharmacy has incentives for loyal customers
Staff at An Thai Pharmacy have happy, enthusiastic attitude
STA2 Staff at An Thai Pharmacy consult clearly
STA3 Staff at An Thai Pharmacy have good professional knowledge
Staff at An Thai Pharmacy instruct the medicine use in a dedicated manner
CON1 An Thai Pharmacy has convenient store locations
CON2 An Thai Pharmacy has convenient parking space
CON3 An Thai Pharmacy has various and prompt payment method CON4 An Thai Pharmacy opens 24/7
CUS1 An Thai Pharmacy has health care consultation service
CUS2 An Thai Pharmacy has health scale
CUS3 An Thai Pharmacy has shipment service
CUS4 Staff at the pharmacy are polite and have good attitude
OTC medicines purchase at An Thai Pharmacy satisfy my needs
OTC medicine purchase at An Thai Pharmacy is suitable with my ability
PD3 Buying OTC at An Thai pharmacy gives me a feeling of safety
RESEARCH RESULTS
Description statistics
The total number of survey paper distributed are 230, the subjects are the buyers of OTC medicine at An Thai Pharmacy system The result collected 205 valid sample, which were classified in accordance with gender, age, academic level, marriage status, children status and level of frequency
Table 4 1: Survey result of gender
The survey result showed that with 205 valid paper, female buyers occupied 61.3% (125 people), male buyers accounted for 39.7% (80 people), which demonstrated that the women had higher rate when purchasing medicines than men
Figure 4 1: Sample description according to gender
The survey results showed that the age of the customers purchasing OTC medicine from 18-30 was 33.2% (68 people), from 30-45 accounted for 57.1% (117 people), 46-55 constituted for 6.3% (13 people), over 56 occupied for 3.4% (7 people)
Figure 4 2: Sample description according to age (Source: Survey data, 2023)
18-30 years old Từ 30-45 years old Từ 46-55 years old Over 56 years old
From the collected survey questionnaire, it can be seen that the education level of customers purchasing OTC medicines at the level lower than high school accounted for 13.7% (28 people), customers who graduated university was 53.7% (110 people), customers with post-graduate level occupied 32.6% (67 people), which showed that the customers buying OTC medicines with graduate education level constituted the highest level
Figure 4 3: Sample description according to academic level
(Source: Survey data, 2023) 4.1.4 Survey result according to marriage status
According to the obtained survey results, withing 205 valid paper, the proportion of single customers purchasing OTC medicines accounted for 28.3% (58 people, married subjects (with no offspring) constituted 2.4% (5 people), customers with children under
12 years old occupied 46.3% (95 people), customers purchasing OTC medicines with children over 12 years old was 22.9% (47 people), from which, it can be seen that the customers purchasing OTC medicines with children under 12 years old was the majority
Under High School University/College Above University
Under High School University/College Post graduate
Figure 4 4: Survey samples according to marriage status
(Source: Survey data, 2023) 4.1.5 Survey result of medicine purchase frequency
The survey result of 205 valid paper demonstrated that the percentage of customers who purchased OTC medicines but rarely buy medicines was 23.9% (49 people), the number of customers who bought medicines within 3 days accounted for 10.7% (22 people), customers purchasing OTC medicines withing 2 weeks was 43.4% (89 people) and the frequency within 1 month was 22% (45 people) From this, the customers purchasing OTC medicines within 2 weeks was the highest
Figure 4 5: Survey sample of medicine purchase frequency
Single Married but no children Have children under 12 years old
Have children over 12 years old Single Married but no children Have children under 12 years old Have children over 12 years old
Rarely Buy within 3 days Within 2 weeks Within 1 month
Rarely Buy within 3 days Within 2 weeks Within 1 month
The characteristics of the research sample above were summarized in the table
With children over 12 years old 47 22.9
Source: Data processed by SPSS 22
Evaluation of the reliability of the scale
4.2.1 Evaluation of reliability of the scale by Cronbach’s Alpha
The author presented in Chapter 3, scale achieves the reliability when: (1) coefficient α> 0,6 and (2) total correlation coefficient (Corrected Item – Total Correlation) > 0,3
Scale of product availability and variety
Table 4 3: Scale of product availability and variety
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted Product availability and variety: Crobach’s Alpha = 0.799
Cronbach’s Alpha calculated result of the scale of product availability and variety qualified as coefficient α = 0.799> 0.6 and the total correlation coefficients of the scale were all over 0.3 Regarding the data in the last column, for the Alpha, if one question section is eliminated, it will be less (when Cronbach’s Alpha coefficient has the value of over 0.7, it is usable), so we should not eliminate any question sections (Chu Nguyen Mong Ngoc – Hoang Trong, 2008)
Scale of influence of the reference group
Table 4 4: Table of influence of reference group
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Influence of the reference group: Crobach’s Alpha = 0.830
Cronbach’s Alpha calculation result of the scale of influence of reference group qualified as the coefficient α = 0.830> 0.6 and the total correlation coefficients of the
47 scale were all over 0.3 Regarding the data in the last column, for the Alpha, if one question section is eliminated, it will be less (when Cronbach’s Alpha coefficient has the value of over 0.7, it is usable), so we should not eliminate any question sections (Chu Nguyen Mong Ngoc – Hoang Trong, 2008)
Table 4 5: Table of price factor
Cronbach’s Alpha calculation result of influence of price qualified as the coefficient α
= 0.732> 0.6 and the total correlation coefficients of the scale were all over 0.3
Table 4 6: Summary of influence of staff factor
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale of staff: Crobach’s Alpha = 0.830
Reliability Statistics and Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale of price: Crobach’s Alpha = 0.732
Cronbach’s Alpha calculation result of influence of staff qualified as the coefficient α = 0.830> 0.6 and the total correlation coefficients of the scale were all over 0.3
Table 4 7: Table of convenience factor
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale of convenience: Cronbach’s Alpha = 0.881
Cronbach’s Alpha calculation result of influence of convenience qualified as the coefficient α = 0.881> 0.6 and the total correlation coefficients of the scale were all over 0.3
Table 4 8: Table of customer service
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale of customer service: Cronbach’s Alpha = 0.872
Cronbach’s Alpha calculation result of influence of customer service qualified as the coefficient α = 0.872> 0.6 and the total correlation coefficients of the scale were all over 0.3
Scale of the factors determining the OTC medicine purchase decision at An Thai
Table 4 9: Table of factors of purchase decision
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale Decision to purchase OTC : Cronbach’s Alpha= 0.810
Cronbach’s Alpha calculation result of influence of the factors determining the OTC medicine purchase decision qualified as the coefficient α = 0.810> 0.6 and the total correlation coefficients of the scale were all over 0.3
Through the Cronbach’s Alpha accreditation of the customers, it was shown that the variables met the reliability requirements (All Cronbach’s Alpha coefficients were larger than 0.6 and total correlation coefficients were all over 0.3)
Table 4 10: Summary of the factors affecting OTC medicine purchase decision of the customers
Minimum total Correlation coefficient Product availability and variety 4 0.799 0.522
CONCLUSION AND RECOMMENDATION
Conclusion
The objective of the research was to identify the factors affecting the OTC medicine purchase decision of the consumers at An Thai Pharmacy system
Based on the theory on the consumption behaviour, previous studies on OTC medicine purchase decision of the consumers by Zhou (2012) and Shah (2010), the author proposed the model of the factors affecting the OTC medicine purchase decision of the consumers to include 6 factors: AVA (Product availability and Variety), INF (Influence of the reference group), PRI (Price), STA (Staff), CON (Convenience), CUS (Customer Service), in which, OTC medicine purchase decision at An Thai Pharmacy system were affected by the six factors
The research was conducted in two phases:
- Preliminary research included: quantitative research with preliminary quantitative research (conducted by direct interview with 205 consumers) After that, Cronbach Alpha reliability was accredited and analysis of the explored The result from the preliminary quantitative research was to understand clearly the factors affecting the OTC medicine purchase decision at An Thai Pharmacy system, to propose the suitable strategies, at the same time, help An Thai to recognize the factors attracting the customers
Official research: the data were collected from 230 consumers The research also showed that there was no difference in the OTC medicine purchase decision amongst the groups of consumers at An Thai Pharmacy system (according to gender, age, academic level and married status…)
This study result can be used to measure the factors affecting the OTC purchase decision
The research result helps the pharmaceutical enterprises to understand clearly the
57 factors affecting the OTC medicine purchase decision of the consumers to provide the suitable strategies, at the same time, help the retail pharmacies to realize the factors to attract the consumers.
Implication with the pharmaceutical enterprises and retail
From the research result in chapter 4, the regression model showed that among the factors affecting the OTC medicine purchase decision of the consumers, the most important factor was it can be seen that coefficient AVA (Product availability and Variety) which had the strongest influence (β = 0.525), next is the coefficient CON (Convenience) (β = 0.438), next is the coefficient CUS (Customer Service) (β = 0.382), after that there was the coefficient of PRI (Price) (β = 0.248), next is the coefficient INF (Influence of the reference group) (β = 0.230), finally, it was the coefficient STA (Staff) (β = 0.165)
Bảng 5 1: Average value of the factors affecting the purchase decision
N Minimum Maximum Mean Std Deviation
5.2.1 Factor regarding “Product availability and variety”
From the research, it can be seen that the “Product availability and variety” was the most important factor affecting OTC medicine purchase decision at An Thai Pharmacy system The Average value of this factor was 4.2207 which shows the average of the customers Therefore, in order to make improvement, the author proposes several management implications as follows:
Always ensure the variety of products at the stores of An Thai Pharmacy system Simultaneously, provide large number of drug brands from many companies in one kind of product to diversity the customers’ choices, at the same time, they can be the replaced products when the products are out of stock or the customers have the new demand
Product quality at the pharmacy: this is the most important factor affecting belief of
58 the consumers in the pharmacy The consumers mainly evaluate whether the pharmacy is trust worthy based on the quality of the medicine sold at the pharmacy In order to raise the product quality at the pharmacy, the retail pharmacies need to:
- Select the medicines from the manufacturers with good reputation in the market
- The pharmacy must have various kinds of medicines for the consumers to select easily
- The pharmacy provides sufficient information on the origin of the medicines sold at the pharmacy to the consumers
- Supply the legal kinds of medicines to the consumers
Select the suppliers of the input materials (pharmaceutical materials) to ensure the quality of the output The quality of the medicines must be ensured from the input material stage
The consumers have the tendency to come to the pharmacy when there are less serious health problems, and they have the tendency to buy the OTC medicines to cure the normal diseases The consumers hardly can evaluate the quality of the medicines solely based on the medicine package or the advertisements on the media; therefore, the consumers can only rely on the belief in the pharmacy to make the medicine purchase decision Belief in the pharmacy plays an important role in the medicine purchase decision of the consumers To enhance the belief in the pharmacy, the retail pharmacies should build the image of the trust worthy pharmacies with the consumers If these factors are maintained, it will help An Thai to receive good evaluation from the customers for the products, contributing to raise the OTC medicine purchase decision at An Thai Pharmacy system
An Thai Pharmacy should increase the provision of detailed information about products and services This may include providing user manuals, creating educational content, and providing health-related advice on the pharmacy's website or mobile app In addition, pharmacies should also build and maintain an effective customer information
59 management system to track and provide personalized information for each customer, such as purchase history and medical information Health advice and tips
Research result showed that” Convenience has the second level of influence after the Product availability and variety, the average value of this factor was 5.5268 which showed that the customers were relatively satisfied because the system of An Thai stores are all in locations with crowded residence, easy parking However, to improve to attract and bring high satisfaction to the customers, the author proposed several management implications of this factor:
- Retail pharmacies should pay attention to the arrangement and display of the medicine to be tidy and at the right place
- Location of the pharmacy is one factor to be paid attention to, the consumers usually come to the pharmacies with convenient locations
An Thai need to find the locations for the stores at the residential areas, ensuring the convenient traffic The faỗade should be in the main traffic axis, easy to find Can focus in the new residential areas to reduce costs and avoid many competitors
Besides, select the locations which are easy for parking, there should be staff to park the vehicle to save time to shop for the customers and it makes the customers to trust in the safety of their properties in the store
Currently, technology is becoming more and more popular, the cooperation with the banks to have the QR code ready, the activities to accumulate points combined with the banks at An Thai or affiliated banks should be promoted strongly
The payment and payment operation of the sellers should also be paid attention to regularly, to reduce the time especially when there are a lot of customers at the rush hour, more cashiers should be arranged to ensure for the payment to happen quickly Convenience solution:
- An Thai Pharmacy can improve customer convenience by providing services such as home delivery, online ordering and online payment This saves customers time and effort, while creating a convenient and flexible shopping experience
This group of factors ranked the third position after Product availability and variety, Convenience regarding the influence on OTC medicine purchase decision at An Thai Pharmacy Through the survey, the average value of this factor was 5.5268 In general, the feeling of the customer service at An Thai Pharmacy was at the satisfied level, in order to maintain and raise this factor, the author proposed several solutions as follows:
Customers have rated An Thai Pharmacy's basic services, including height and weight measurement and blood pressure measurement, as satisfactory To enhance customer engagement, the pharmacy is encouraged to expand its service offerings by introducing blood sugar, calcium, and fat measurements, particularly in locations where these services are not currently available.
It is necessary to add more staff to serve the work of Calcium measurement, blood pressure measurement etc at the same time, regularly answer the questions, consult more about the products and the services the customers need, after that, instruct the customers to get the products on time to create comfort, supplement more knowledge to the customers
Limitations of the thesis and the future research direction
The research only pointed out several factors affecting OTC medicine purchase decision of the consumers There are many other factors which the research did not mention (for example the factor of advertisement efficiency on the OTC medicines on the media) Besides, the research was only conducted in the areas of Hoa Binh City and
Hanoi If it is implemented in many other locals, the ability to generalize will be higher The research was not conducted according to the group of consumers based on the expenditure level for the OTC medicine These are the next research directions
Research was only the scientific topic in order to identify the Factors affecting customers' decision to buy over-the-counter medicines at An Thai Pharmacy
Based on the research results, the next researchers can expand the survey samples and perform in other locals to be able to identify more affecting factors, propose models with higher generalization
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I am Tran Thi Giang who is currently a student of International Business Master of International School, Vietnam National University Currently, I am conducting the Master thesis on “Factors affecting customers' decision to buy over-the-counter medicines at An Thai Pharmacy”
(Over The Counter Medicines OTC are the medicines which are dispensed, sold and used without prescription)
Please take a moment to answer the following questions by ticking the appropriate box
In this survey, there are no right or wrong questions, there are only questions which are the most suitable to your opinion
I wish to receive your cooperation Sincerely thank you!
Do you usually buy over-the-counter medicine?
1 If yes, please proceed with the questions below
2 If no, please stop the survey
Please evaluate your agreement with each statement below It is conventional that personal pronoun “I” in the questions (statements) refers to you, and the scores of the scales are as follows:
Agreement level with the opinion
YOU DECIDE TO PURCHASE OVER-THE-COUNTER MEDICINE BECAUSE OF
Agreement level with the opinion X1 Product availability and variety 1 2 3 4 5 6 7
1 An Thai pharmacy has various OTC medicines
2 An Thai pharmacy has available OTC medicines
3 An Thai pharmacy always sells OTC medicines of high quality
4 An Thai pharmacy sells OTC medicines with clear origins
1 I consult the doctor before deciding to purchase medicines
2 I consult the family before deciding to purchase medicines
3 I consult my friends before deciding to purchase medicines
4 I make reference on the internet before deciding to purchase medicines
1 OTC medicine prices at An Thai pharmacy are listed clearly
2 OTC medicine prices at An Thai pharmacy are reasonable
3 OTC medicine prices at An Thai pharmacy are competitive with other pharmacies
4 An Thai pharmacy has incentives for loyal customers
Staff at An Thai Pharmacy have happy, enthusiastic attitude
2 Staff at An Thai Pharmacy consult clearly
3 Staff at An Thai Pharmacy have good professional knowledge
4 Staff at An Thai Pharmacy instruct the medicine use in a dedicated manner
1 An Thai Pharmacy has convenient store locations
2 An Thai Pharmacy has convenient parking space
3 An Thai Pharmacy has various and prompt payment method
1 An Thai Pharmacy has health care consultation service
2 An Thai Pharmacy has health scale
3 An Thai Pharmacy has shipment service
4 Staff at the pharmacy are polite and have good attitude
Y OTC medicine purchase decision at An
1 OTC medicines purchase at An Thai
2 OTC medicine purchase at An Thai
Pharmacy is suitable with my ability
3 OTC medicine purchase at An Thai
Please provide some of your personal details I commit to keep your personal information confidential:
Please indicate which age group you belong to:
Please indicate your education level:
Please indicate your marriage status:
3 With children under 12 years old
4 With children over 12 years old
Please indicate your frequency of buying over-the-counter medicines
If you are interested and wish to receive the research results, please leave your email address
Thank you very much for your cooperation I wish you success in life!
RESULT Topic: Factors affecting customers' decision to buy over-the-counter medicines at An Thai Pharmacy
X1 Product availability and variety X2 Reference group
X1 Sự sẵn có và đa dạng của sản phẩm Availability and variety of the product
Influence of reference group (INF) X3 Giá cả
Price (PRI) X4 Đội ngũ nhân viên
Convenience (CON) X6 Dịch vụ khách hàng
Age from 18 to 30 68 33.2 from 30 to 45 117 57.1 from 46 to 55 13 6.3
Within children over 12 years old 47 22.9
Source: Data processed by SPSS 22
Evaluation of reliability of the scale by Cronbach’s Alpha
1 AVA Product availability and variety
Reliability Statistics and Item-Total Statistics
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Product availability and variety: Crobach’s Alpha = 0.799
Reliability Statistics and Item-Total Statistics
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted Influence of the reference group: Crobach’s Alpha = 0.830
Reliability Statistics and Item-Total Statistics
Reliability Statistics and Item-Total Statistics
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale of staff: Crobach’s Alpha = 0830
Reliability Statistics and Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale of price: Crobach’s Alpha = 0.732
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale of convenience: Cronbach’s Alpha = 0.881
Reliability Statistics and Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale of customer service: Cronbach’s Alpha = 0.872
Reliability Statistics and Item-Total Statistics
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale Decision to purchase OTC : Cronbach’s Alpha= 0.810
II Correlation of the variables in the model
PRI INF CON AVA SER STA PD
** Correlation is significant at the 0.01 level (2-tailed)
* Correlation is significant at the 0.05 level (2-tailed)
Std Error of the Estimate
1 830 a 689 679 55805 689 73.014 6 198 000 a Predictors: (Constant), STA, PRI, SER, CON, INF, AVA
7 204 a Dependent Variable: PD b Predictors: (Constant), STA, PRI, SER, CON, INF, AVA
AVERAGE RESULT OF EACH FACTOR