Pharmacy Choice Factor Analysis Among Consumers During Pandemic

The analysis of consumer preferences makes it possible to identify the main behavior parameters, which determine – among other things – loyalty to the place of purchase. This study is aimed at studying consumer preferences when choosing a pharmacy organization, as well as determining the importance of such a parameter of pharmacy activity as the ability to purchase medicines remotely. According to the literature data, the main factors in choosing a pharmacy organization by consumers are identified. The list of factors is adjusted based on the conditions of the pandemic and new regulations that allowed a remote sale of medicines. These data are the basis of the developed questionnaire, according to which a survey is conducted covering 417 of respondents from 21 Regions of the Russian Federation. Following the survey results, the main behavioral, economic, social and demographic characteristics of the consumers are established. Besides, the portraits of consumers are compiled, taking into account the identified importance of a particular factor for them, which in the future will allow developing personalized marketing offers.