CONSUMERS PREFERENCE AND WILLINGNESS-TO-PAY FOR PHARMACIST COUNSELINGFOR NONPRESCRIPTION MEDICINES

Pharmacist counselling for non-prescription medicine purchases is one way of ensuring that these medicines are used in a safe and effective manner. Data collected as part of a larger study of information source s on non-prescription medicines were used to determine consumers' pref erence for pharmacist counselling for non-prescription medicine purcha ses, their willingness to pay for the service, and the amount they wer e willing to pay. A total of 458 (15.2%) consumers from six contiguous states in the U.S.A. responded to the mailed questionnaire. Of the co nsumers who responded, 63.4% indicated a preference for such a counsel ling service and, of these consumers, 20.4% indicated a willingness to pay for the service. Of the consumers who indicated a willingness to pay for pharmacist counselling for non-prescription medicines, 56.5% w ere willing to pay between 50 cents and $1.50, 28.2% between $1.51 and $3, and about 15.3% were willing to pay more than $3. Significant dif ferences were noted in consumers' preference for pharmacist counsellin g when compared on the basis of certain consumer characteristics. Cons umers who indicated a preference for pharmacist counselling for non-pr escription medicines showed a significantly higher involvement in non- prescription medicine purchase decision, perceived pharmacists to be m ore credible, and indicated more favourable previous encounters with p harmacists than consumers who did not prefer pharmacist counselling. C onsumers who consulted pharmacists and usually accepted their recommen dations were also more likely to prefer pharmacist counselling for non -prescription medicines.