Online purchase of over the counter medicines and dietary supplements in Slovakia

Abstract

The aim of our study is to investigate the importance for Hungarian-speaking consumers in Slovakia of purchasing over-the-counter medicines and dietary supplements, and of ordering online, which can be combined with home delivery. We also investigated whether low prices and packaging influence the purchase of over-the-counter products. Our primary research was conducted in April-May 2022 using a digital online questionnaire in Hungarian using a non-probability sampling method - snowball sampling method. A total of 523 valid responses were received, of which 216 met the exclusion criteria. Respondents were less concerned about (1) purchasing over-the-counter medicines/dietary supplements outside the pharmacy (mean 2.86); (2) ordering them online (mean 2.93), but (3) having them delivered to their home after ordering online (mean 3.32) was moderately concerned. It was found that for consumers who consider it important to buy an over-the-counter product online, it is more important to have the product delivered to their home and more important to be able to buy it in a convenient package. There is no correlation between the income of Hungarian-speaking consumers in Slovakia and the monthly expenditure on over-the-counter medicines/dietary supplements. The average monthly expenditure ranges between 11-30€ for all three income groups of respondents. Our practical suggestion is that when selling over-the-counter products available online, it may be appropriate to present the product in an attractive, convenient package and at an affordable price, so that the consumer can feel the value for money. In addition, a home delivery service is also recommended with the product ordered online.