Analysis of motivation factors and information provision for consumers of hepatotropic drugs
DOI:
https://doi.org/10.24959/uekj.17.16Keywords:
hepatoprotectors, customer segmentation, the study of consumer behavior, providing consumers with informationAbstract
Segmentation of consumers of hepatotropic drugs allows to single out homogeneous groups (segments) in which consumers have similar needs that can be satisfied with a certain marketing mix.
Aim is to carry out the consumers segmentation of hepatoprotectors, analysis of their preferences and information provision.
Materials and methods. While studying questionnaire survey of visitors in pharmacies, it was determined definite hepatoprotectors, which were purchased independently or by consulting a pharmacist or at a pharmacy. The questionnaires for further analysis were selected, taking into account the answers to the questions-filters and control questions. Consumers segmentation of hepatoprotectors was realized according to different criteria of segmentation: demographic (sex, age); socio-economic (occupation, income level); motivational (behavioral): the purpose, conditions and frequency of hepatoprotectors consumption.
Results. Based on questionnaire survey of visitors of pharmacies in Kharkiv, segmentation was held and homogeneous groups of consumers were identified depending on the purpose, conditions and frequency of hepatoprotectors utilization and etiological factors. The high level of utilization of hepatoprotectors for self-medication as well as a significant proportion of misconceptions about the effect of hepatoprotectors was revealed. Against the use of different sources of information about hepatoprotectors, a variety of Internet resources and active use of the Internet to search for information about hepatoprotectors, lack of knowledge of consumer properties and key characteristics of hepatoprotectors was found.
Conclusions. Conducted researches are the basis for selection attractive segments for marketing activities of manufacturers, as well as for improvement measures for positioning and market promotion in order to increase the market potential of hepatoprotectors.
References
Okovityi, S. V., Bezborodkina, N. N., Uleichik, S. G., Shulenin, S. N. (2010). Gepatoprotektory. Moskow: GEOTAR–Media, 250.
Malyi, V. V., Istanis, M. M., Zhadko, S. V. (2017). Vestnik KAZ NMU, 1, 414–418.
Mnushko, Z. N., Pestun, I. V. (2008). Teoriia i praktika marketingovykh issledovanii v farmatcii. Kharkov: NUPh, 308.
Nemchenko, A. S, Fediak, I. O., Hrytsyk, A. R. (2011). Marketynhovyi, normatyvno–pravovyi, ekspertnyi, farmakoekonomichnyi analiz hepatoprotektornykh preparativ hrupy A05B. Lviv, 30.
Popovych, V. P., Hromovyk, B. P., Hlukhovskyi, P. V. (2012). Aktualni pytannia farmatsevtychnoi i medychnoi nauky ta praktyky, 1 (8), 95–99.
Slobodianiuk, M. M., Kotliarov, G. B. (2008). Ukrainskyi visnyk psykhonevrolohii, 16 (3(56)), 85–87.
Zhadko, S. V. (2013). Upravlinnia, ekonomika ta zabezpechennia yakosti v farmatsii, 2 (28), 70–73.
Mnushko, Z. N. (Ed.) (2010). Marketynhova polityka komunikatsii u farmatsii. Kharkiv: NUPh, 168.
Malyi, V. V., Istanis, M. M. (2015). Ukrainskyi visnyk psykhonevrolohii, 23 (3 (84)), 114–116.
Downloads
Published
Issue
Section
License
Copyright (c) 2017 National University of Pharmacy
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
