АНАЛИЗ НЕКОТОРЫХ СОЦИАЛЬНЫХ ФАКТОРОВ, ВЛИЯЮЩИХ НА ПОВЕДЕНИЕ ПОТРЕБИТЕЛЯ ФАРМАЦЕВТИЧЕСКИХ ОРГАНИЗАЦИЙ / ANALYSIS OF SOME SOCIAL FACTORS AFFECTING CONSUMER BEHAVIOR OF PHARMACEUTICAL ORGANIZATIONS

Abstract

В результате исследования мы определили влияние различных факторов на поведение потребителей лекарств и парафармацевтических товаров. Среди них были выделены социально-демографические, социально-психологические и товарные оценочные факторы. Как социально-психологические оценочные факторы при выборе потребителем лекарств нами были рассмотрены мотивация; потребительский этноцентризм; престижность; потребительская враждебность. В ходе проведенного анализа характеризовано влияние функциональных и приданных характеристик лекарств на принятие решения о покупке. Исследованы социальные факторы среды мелкорозничной фармацевтической организации (аптеки) и доказано их влияние на потребительское поведение на месте продажи. Установлена прямая взаимосвязь между количеством стандартов обслуживания, удовлетворенностью персонала и частотой посещения аптеки потребителями. / In this article the influence of various factors on consumer’s behavior of pharmaceutical products is defined. Among such factors socially-demographic, socially-psychological and commodity estimated factors are allocated and described. Influence of the functional and structure characteristics of medical products on decision-making about purchase is separately characterized. Social factors of the environment of the pharmaceutical organization are investigated and their influence on consumer behavior is statistically proved. The lowest level of satisfaction is observed among pharmacists who are constantly busy serving consumers; the average degree of satisfaction – among employees who do not have contact with end users and the greatest satisfaction with work was found among the administrative and management personnel. The performed diagnostics of the social environment of the pharmacy made it possible to identify the main factors for the subsequent assessment of their influence on consumer behavior. The analysis of the dependence of consumer behavior (frequency of visits) on their social environment was carried out, which showed the presence of a direct relationship between the number of service standards, as well as the satisfaction of pharmacists. It was found that the greater the number of service standards, the greater the satisfaction of the personnel with labor motivation. And the greater the satisfaction of pharmaceutical workers with the quality of work, the higher the frequency of visits by consumers to the surveyed pharmacies.