The Relative importance of store attibutes on consumers' response towards drug store: the moderating effect of buying purpose

Abstract

Drug store, as a special type of retail store, was moving through rapid evolution in Thailand as a result of retail globalization as well as increasing health consciousness of the people. While the classical retail drug store managers were busy working out effective drug store management strategy, it was interesting to see whether the generally acceptable retail management concept used for supermarket, grocery stores and general retail stores can be applied to drug store. A study on people living in the metropolitan area of Thailand, using Bangkok as the model, was conducted for two purposes: to measure the effect of store attributes on consumers’ response towards drug store, and to determine the moderating effect from two different buying purposes, being identified as illness purpose and health purpose. Structural equation modeling was used for data analysis and comparison of the two buying purpose. Result from the study indicated three major attributes, service, product assortment and reasonable price, to be of significant effect on consumers’ response towards drug store. Result for the study also demonstrated that the two different buying purposes did not cause the moderating effect on store attributes on consumers’ response towards drug store. The findings also called for attention to the characteristics of drug store as a retail store which was different from general retail format. Drug store managers should focus primarily on service provided to their customers, especially from the store sales staff. Drug store should carry adequate variety of products that met customer’s need and created the image of reasonable price in the customers’ mind. Recommendation on the managerial implication in the field of drug store management was discussed for the development of competitive drug store strategies and marketing strategies.