An Exploration of Consumer Purchase Decision-Making Process in the Non-Prescription Eczema Sector

Abstract

Technology enabled increase in information availability has altered consumer purchasing behaviour. Rising interest in personal healthcare and health management has significantly contributed to the uptake and growth of the non-prescription based self-medication market. This escalation of consumerism in healthcare prompts competition in the sector. Consumers/patients dealing with eczema express the need for greater information about care and management. An exploration of the processes that patients/consumers undertake in making eczema related purchase decisions, will be carried out as a way to better understand the needs of consumers in this sector. The objective of this study is to understand the purchase process that consumers undertake in non-prescription related healthcare. Comparing it with the purchase process in other consumer sectors is expected to provide insight about the specific purchase needs of consumers in the personal healthcare sector. This research objective was addressed through a qualitative study comprising of 30 adult participants grouped either as eczema patients or caregivers for eczema patients. Qualitative data was collected through engaging in online discussions with the participants over a secure software enabled bulletin board over a period of 5 days. A set of related questions was uploaded on the board each day. Effective continuous moderation of the bulletin board enabled insightful answers and a healthy discussion with and among the participants. The findings from this study indicate that the purchase process for most participants was dissatisfaction mediated and highly iterative in nature. Participants’ dissatisfaction was observed to be attributed to a lack of quality information about treatment options and effective treatment products. In addition to this, the participants were found to place increased credibility and accessibility on internet based sources of treatment related information. Finally the participants’ purchase process was also found to be heavily influenced with their involvement levels and experience with information and products.