Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{198819,
        author = {Renjusha P and Dr. S. Ponmalar},
        title = {INFLUENCE OF PHARMACIST RECOMMENDATIONS, RETAILER PUSH STRATEGIES, AND SALES INCENTIVES ON IMPULSE BUYING AND BRAND SWITCHING OF ANALGESIC OINTMENTS: EVIDENCE FROM ERODE CITY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {9742-9755},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198819},
        abstract = {Pharmacy retailing environments experience impulse purchasing and brand-switching, especially when it comes to over the counter products like analgesic ointments where they need little effort to make a decision. This paper will discuss the effects of marketing drivers of pharmacy retail on impulse buying and brand switching behaviour of consumers in Erode City, Tamil Nadu in analgesic ointments. The proposed study will take a mixed research design methodology whereby a structured questionnaire will be used to gather primary data that will be sampled by 384 respondents who have previously purchased and used analgesic ointments in the last six months. A stratified purposive sample was used to have a representative of the various administrative areas of the city.  The results show that pharmacist recommendation, retailer push tactic and sale incentives have a considerable effect on consumer behaviour at the point of purchase. Pharmacist-recommendation demonstrates a high positive association with impulse purchase and retailer push strategies and incentives of sales are also identified to have a significant impact in brand switching. Pharmacy retail marketing drivers have a high degree of explanatory power and a significant percentage of variation in impulse buying and brand switching can be attributed to structural model. The reliability and validity of the proposed framework are measured and evaluated through the assessment of measurement and model fit. On the whole, the research finds out that the drivers of pharmacy retail marketing have a decisive influence on the unplanned buying of products and the brand preference toward analgesic ointments. The results provide valuable lesson to pharmacy retailers and pharmaceutical marketers to develop balanced and responsible at point-of-sale campaigns that enhance performance of the business and promote the consumer choice.},
        keywords = {Impulse buying, Brand switching, Pharmacy retail marketing, Analgesic ointments, Pharmacist recommendations, Sales incentives},
        month = {April},
        }