MODERN APPROACHES TO THE TRANSFORMATION OF CONSUMER BEHAVIOR OF COAL INDUSTRY WORKERS IN THE MARKET OF MEDICAL AND PHARMACEUTICAL GOODS AND SERVICES

In modern conditions, for pharmacy, as an integral part of healthcare, new concepts and technologies of pharmaceutical services and, in general, pharmaceutical care, aimed at consumers of medicines of different categories and professional groups, have become a powerful incentive for further development. Important importance in working with consumers of medical and pharmaceutical goods and services is attached to marketing research of consumer behavior; the study of preferences in the selection of goods factors influencing the decision to purchase. Of particular importance is the consumer behavior of modern pharmacy customers, which is changing due to an imbalance between the state of the pharmacy system's customer base and existing methods of customer counseling. There is a need to focus on different segments of consumers, each of which requires specific client technologies that contribute to the transformation of consumer behavior from "standard" to individual, corresponding to the status, mentality, financial capabilities, level of information literacy, typology of the buyer. Studying the assessments and opinions of respondents helps to identify patterns in consumer behavior and makes it possible to develop a more thoughtful strategy for information and advisory work with employees of the coal industry, paying special attention to issues of pharmaceutical consulting, information, attentive service, the use of new forms and methods of work that would increase consumer interest in purchasing effective and safe medicines. The consumer's decision-making process is considered, as a rule, as part of the following stages: consumer awareness of the problem, information search, evaluation and selection of purchase alternatives, purchase, use of purchase and evaluation of the solution. The factors of consumer behavior or purchasing decisions in relation to the buyer are conditionally divided into internal and external. Pharmaceutical organizations that sell medicines seek to influence consumer behavior by building their activities based on the concept of marketing. Knowledge of the basics of marketing is necessary to manage consumer behavior in the market.