Factors Influencing Consumer Purchase Behavior in Retail Pharmacies in Harare: A Case of Pharmarite Pharmacy

Abstract

The main objective of the study was to investigate factors influencing consumer purchase behaviour in retail pharmacies in Harare with specific reference to Pharmarite Pharmacy. An explanatory research design was adopted. Using questionnaires and interviews, data was collected from 54 purposively selected customers and staff at Pharmarite Pharmacy. The findings revealed that most customers tend to make purchases at the end of the month, during paydays, and on weekends, reflecting buying patterns linked to salary cycles and disposable income. Many visits are driven by the need to restock chronic medications, refill prescriptions or seek advice from pharmacy staff. Seasonal factors, such as school holidays, cold and flu periods, and festive seasons, also influence shopping behavior, prompting customers to stock up on medicines and health supplies. Women were observed to shop more frequently than men, and medical aid was often preferred over cash for payments. The study also found that purchase activity at Pharmarite Pharmacy is primarily driven by product availability, competitive pricing, and customers’ income levels, with additional positive influences from helpful staff, convenient location, cleanliness, and flexible payment options. The study concluded that consumer purchasing at Pharmarite Pharmacy is shaped by a combination of personal, financial, and seasonal factors, which include income cycles, recurring health needs and seasonal trends. The study also concluded that customers are more likely to buy when products are available, prices are reasonable, promotions are offered, and service is efficient, while stock shortages or service delays reduce purchase activity. The study recommended that to enhance consumer purchases there is need to focus on promotional activities, competitive pricing and payment options, and maintaining product availability. The study recommended that future research be conducted to examine the long-term impact of digital engagement tools, mobile apps, and personalized customer services on consumer purchase behavior in the pharmaceutical sector.