ANALYSIS OF THE FACTORS INFLUENCING CONSUMER BEHAVIOR IN CHOOSING OF OTC MEDICINES

The COVID-19 pandemic, the burden on the health system, and reduced access to health services have led to an increase in the purchase of over-the-counter (OTC) medicines. The research was conducted in the Benu pharmacy in Belgrade, with 200 users of pharmacy services. The questionnaire for patients through 25 questions grouped into 5 dimensions provided an overview of the influence of various factors on the decision to purchase OTC medicines: the price of a medical examination, pharmacist recommendations, the influence of family and friends, previous experiences, and advertising. The analysis revealed a statistically significant difference between the scores in the claims of the respondents before and during the COVID-19 pandemic in the domains: the price of a medical examination (t = 2.592; df = 198; p < 0.05) and information on OTC medicines (t = 2.549; df=198; p < 0.05). The Questionnaire for patients defines the factors that influence the choice of OTC medicines for the self-medication process and is a good guideline for considering the shortcomings in the trade of OTC medicines.