Community pharmacy customer segmentation based on factors influencing their selection of pharmacy and over-the-counter medicines.
By: Kevrekidis DP, Minarikova D, Markos A, Malovecka I, Minarik P.
Saudi Pharmaceutical Journal 2018 Jan;26(1):33-43.
This study aimed to investigate the consumers’ preferences concerning the selection of pharmacy and OTC medicines and to identify customer segments in relation to these preferences. Three hundred participants recruited in the metropolitan area of a Greek city were involved. Three distinct pharmacy customer clusters emerged. Customers of the largest cluster (49%; ‘convenience customers’) were mostly younger consumers. They gave moderate to positive ratings to factors affecting the selection of pharmacy and OTCs: convenience, previous experience, and the pharmacist’s opinion. Customers of the second cluster (35%; ‘loyal customers’) were mainly retired, with most reporting visiting a single pharmacy.