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CUSTOMER VALUE ATTRIBUTES IN PURCHASES OF OTC DRUGS AND FOOD SUPPLEMENTS IN BRICK-AND-MORTAR PHARMACIES IN THE CZECH REPUBLIC
Abstract
The demanding character of the competitive environment in the pharmacy sector in the Czech Republic requires that pharmacies expand the assortment of OTC drugs and food supplements and perfect the system of customer care in order to increase the perceived value of the proposition and services from the customer's perspective. The aim of the quantitative research through personal interview in randomly selected households in the Czech Republic was to determine what attributes of the customer value clients are important for clients when choosing a brick-and-mortar (abbreviated to BM) pharmacy to purchase OTC drugs and food supplements. The analysis of the research results showed that extremely important attributes of the customer value for the clients of BM pharmacies when purchasing OTC drugs and food supplements are professionalism, helpfulness and friendliness of the pharmacy staff and the quality of counselling to customers in the pharmacy, very important is the speed of service, extended opening hours beyond traditional period of 8 am – 5 pm, possibility of shopping on Saturdays, Sundays and holidays, the price and accessibility of the pharmacy. Four distinct market segments in purchases of OTC drugs and food supplements in BM pharmacies were identified. These segments require a specific approach to creating customer value in terms of its individual attributes.
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