Determinants of Over-the-Counter Medicine Purchasing Behaviour among Consumers in Dar ES Salaam

Abstract

This study examined the social, professional, and economic factors influencing the purchase of over-the-counter medicines among adult consumers in Dar es Salaam. A cross-sectional survey design was used, and quantitative data were collected from 302 respondents selected across five districts. Structured questionnaires captured information on demographic characteristics, social influences, professional guidance, and economic constraints shaping purchasing behaviour. Data were analyzed using descriptive statistics and chi-square tests to determine associations between predictor variables and OTC purchasing patterns. The findings showed that several social factors had statistically significant associations with OTC purchases, including family influence, peer influence, social media exposure, privacy concerns, past experiences, and ease of access to pharmaceutical outlets. Professional guidance factors also demonstrated strong associations, particularly trust in pharmacist recommendations, influence of previous physician prescriptions, access to side-effect information, knowledge of dosage, and pharmacy reputation. Economic factors such as household income, medicine price, preference for cheaper brands, transport and accessibility costs, and inflation also showed significant relationships with purchasing behaviour. The results indicate that OTC medicine purchasing decisions are shaped by a combination of behavioural, informational, and financial considerations. Consumers rely on both social cues and professional advice, while affordability and proximity determine the type and frequency of medicines purchased. The study concludes that enhancing consumer health literacy, strengthening pharmacy communication practices, and improving access to affordable medicines may support safer and more informed self-medication practices in urban settings. These insights provide evidence that can guide public health interventions aimed at improving responsible OTC medicine use in Dar es Salaam.