Demographic determinants of pharmaceutical product use information utilization: empirical evidence from Taraba State, Nigeria

This study examines consumer attitudes towards pharmaceutical product use information (PUI), with focus on the role of demographic variables and product complexity as determinants of utilization. A cross-sectional survey drew 952 respondents from 1,381 daily customers across sixteen major pharmaceutical stores in Jalingo Local Government Area, Taraba State, Nigeria. Data were analysed using descriptive statistics, Chi-square tests, Binary Logistic Regression, and Ordinary Least Square (OLS) regression via SPSS 25. Findings show that 86 percent of consumers utilise pharmaceutical PUI. Consumers derive significant benefits from PUI, including improved medication adherence, dosage awareness, and identification of adverse reactions. Consumer perceptions towards PUI are overwhelmingly positive. Marital status (p = 0.002), educational qualification (p = 0.010), and social status (p = 0.015) significantly predict PUI utilisation, while sex, age, and income do not. Product complexity positively and significantly predicts PUI utilisation (Beta = 0.117, p < 0.01). The study contributes the first comprehensive Nigerian empirical evidence on pharmaceutical PUI utilisation determinants.