ABSTRACT
Factors affecting patronage for prescription medication purchases have been extensively studied by researchers over the past three decades. In contrast, limited attention, if any, has been given to examining patronage motives for purchase of nonprescription medications. This study used a multiattribute model approach to assess consumers' images of three store types (food stores, mass-merchandise stores, and pharmacies) as sources of nonprescription medications. Multiple regression analysis was used to evaluate the importance of store image in attracting consumers (patronage) to competing store types. The study sample consisted of 500 randomly selected households from the Indianapolis metropolitan statistical area (MSA). A usable response rate of 49% was obtained. Pharmacies had a significantly higher mean store image score (356) than mass-merchandise stores (280) and food stores (261). The percentage of nonprescription medication purchases made in the three store types varied significantly based on the demographic variables age and income. The regression model explained up to 35% of the variance in the percentage of nonprescription medication purchases made in any given store type, thereby providing some support for a positive relationship between image and patronage.
