Perception of consumers in front of service and marketing strategies of community pharmacy in the extreme west of Santa Catarina
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Evidência - Ciência e Biotecnologia - Interdisciplinar |
Texto Completo: | https://periodicos.unoesc.edu.br/evidencia/article/view/32520 |
Resumo: | The term “community pharmacy” refers to non-hospital and non-ambulatory pharmaceutical establishments that serve the community. The large growth in the number of pharmacies in the country has made this market increasingly competitive, which highlights the importance of knowing consumer preferences and behavior, thus seeking to differentiate between competitors and customer loyalty. In this sense, this study sought to know the profile of consumers of community pharmacies in the far west region of Santa Catarina through the application of a questionnaire to volunteers residing in cities in the region. The survey was carried out between March and May 2022, with the participation of 220 volunteers aged between 18 and 70 years and showed that the majority of respondents (55.5%) still do not make their purchases in the pharmaceutical segment through e-commerce, but for 34.9% of them the most popular means of disseminating offers was the WhatsApp messaging application. Among the interviewees, 42.3% stated that they go to pharmacies only once a month, noting that the majority (76.4%) believe that customer service is the most important factor to remain loyal to a pharmacy, followed by attractive prices (61.8%). Another result worth mentioning is the interest of respondents (24.1%) in visiting pharmacies that have trained professionals to clarify their doubts about the products and provide further explanations at the time of purchase, a fact that validates the importance of professional pharmacists in these establishments. |
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Perception of consumers in front of service and marketing strategies of community pharmacy in the extreme west of Santa CatarinaPercepção dos consumidores frente ao atendimento e estratégias de marketing das farmácias comunitárias do extremo Oeste de Santa CatarinaFidelizaçãoAtendimento ao consumidorFarmácia comunitáriaLoyaltyConsumer serviceCommunity pharmacyThe term “community pharmacy” refers to non-hospital and non-ambulatory pharmaceutical establishments that serve the community. The large growth in the number of pharmacies in the country has made this market increasingly competitive, which highlights the importance of knowing consumer preferences and behavior, thus seeking to differentiate between competitors and customer loyalty. In this sense, this study sought to know the profile of consumers of community pharmacies in the far west region of Santa Catarina through the application of a questionnaire to volunteers residing in cities in the region. The survey was carried out between March and May 2022, with the participation of 220 volunteers aged between 18 and 70 years and showed that the majority of respondents (55.5%) still do not make their purchases in the pharmaceutical segment through e-commerce, but for 34.9% of them the most popular means of disseminating offers was the WhatsApp messaging application. Among the interviewees, 42.3% stated that they go to pharmacies only once a month, noting that the majority (76.4%) believe that customer service is the most important factor to remain loyal to a pharmacy, followed by attractive prices (61.8%). Another result worth mentioning is the interest of respondents (24.1%) in visiting pharmacies that have trained professionals to clarify their doubts about the products and provide further explanations at the time of purchase, a fact that validates the importance of professional pharmacists in these establishments.O termo “farmácia comunitária” faz referência a estabelecimentos farmacêuticos não hospitalares e não ambulatoriais que atendem à comunidade. O grande crescimento do número de farmácias no país vem tornando este mercado cada vez mais competitivo, o que evidencia a importância de conhecer as preferências e comportamento dos consumidores, buscando assim a diferenciação entre as concorrentes e a fidelização dos clientes. Neste sentido, este estudo buscou conhecer o perfil dos consumidores de farmácias comunitárias da região do extremo oeste de Santa Catarina através da aplicação de um questionário a voluntários residentes em cidades da região. A pesquisa foi realizada entre os meses de março e maio de 2022, contou com a participação de 220 voluntários com faixa etária entre 18 e 70 anos e evidenciou que a maioria dos entrevistados (55,5%) ainda não realiza suas compras no segmento farmacêutico através do e-commerce, porém para 34,9% dos mesmos o meio de divulgação de ofertas mais popular foi considerado o aplicativo para troca de mensagens WhatsApp. Entre os entrevistados 42,3% afirmou frequentar as farmácias apenas uma vez ao mês, destacando que a maioria (76,4%) acredita que o atendimento é o fator mais importante para manter-se fidelizado a uma farmácia, seguido pelos preços atrativos (61,8%). Outro resultado que merece destaque é o interesse dos entrevistados (24,1%) em frequentar farmácias que possuam profissionais capacitados a esclarecer suas dúvidas sobre os produtos e repassar maiores explicações no momento das compras, dado que valida a importância do profissional farmacêuticos nestes estabelecimentos.Universidade do Oeste de Santa Catarina2023-04-13info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttps://periodicos.unoesc.edu.br/evidencia/article/view/3252010.18593/evid.32520Evidence; Vol. 23 No. 1 (2023): Evidência; 63-76Evidência; v. 23 n. 1 (2023): Evidência; 63-762236-60591519-5287reponame:Evidência - Ciência e Biotecnologia - Interdisciplinarinstname:Universidade do Oeste de Santa Catarina (UNOESC)instacron:UNOESCporhttps://periodicos.unoesc.edu.br/evidencia/article/view/32520/18425https://periodicos.unoesc.edu.br/evidencia/article/view/32520/18493Copyright (c) 2023 Evidênciahttps://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccessKnapp, EdianeChrist, Ana Paula2023-11-27T14:12:10Zoai:ojs.periodicos.unoesc.edu.br:article/32520Revistahttp://editora.unoesc.edu.br/index.php/evidenciaPUBhttp://editora.unoesc.edu.br/index.php/evidencia/oaieditora@unoesc.edu.br||evidencia@unoesc.edu.br||jane.gelinski@unoesc.edu.br|| debora.pereira@unoesc.edu.br2236-60591519-5287opendoar:2023-11-27T14:12:10Evidência - Ciência e Biotecnologia - Interdisciplinar - Universidade do Oeste de Santa Catarina (UNOESC)false |
dc.title.none.fl_str_mv |
Perception of consumers in front of service and marketing strategies of community pharmacy in the extreme west of Santa Catarina Percepção dos consumidores frente ao atendimento e estratégias de marketing das farmácias comunitárias do extremo Oeste de Santa Catarina |
title |
Perception of consumers in front of service and marketing strategies of community pharmacy in the extreme west of Santa Catarina |
spellingShingle |
Perception of consumers in front of service and marketing strategies of community pharmacy in the extreme west of Santa Catarina Knapp, Ediane Fidelização Atendimento ao consumidor Farmácia comunitária Loyalty Consumer service Community pharmacy |
title_short |
Perception of consumers in front of service and marketing strategies of community pharmacy in the extreme west of Santa Catarina |
title_full |
Perception of consumers in front of service and marketing strategies of community pharmacy in the extreme west of Santa Catarina |
title_fullStr |
Perception of consumers in front of service and marketing strategies of community pharmacy in the extreme west of Santa Catarina |
title_full_unstemmed |
Perception of consumers in front of service and marketing strategies of community pharmacy in the extreme west of Santa Catarina |
title_sort |
Perception of consumers in front of service and marketing strategies of community pharmacy in the extreme west of Santa Catarina |
author |
Knapp, Ediane |
author_facet |
Knapp, Ediane Christ, Ana Paula |
author_role |
author |
author2 |
Christ, Ana Paula |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Knapp, Ediane Christ, Ana Paula |
dc.subject.por.fl_str_mv |
Fidelização Atendimento ao consumidor Farmácia comunitária Loyalty Consumer service Community pharmacy |
topic |
Fidelização Atendimento ao consumidor Farmácia comunitária Loyalty Consumer service Community pharmacy |
description |
The term “community pharmacy” refers to non-hospital and non-ambulatory pharmaceutical establishments that serve the community. The large growth in the number of pharmacies in the country has made this market increasingly competitive, which highlights the importance of knowing consumer preferences and behavior, thus seeking to differentiate between competitors and customer loyalty. In this sense, this study sought to know the profile of consumers of community pharmacies in the far west region of Santa Catarina through the application of a questionnaire to volunteers residing in cities in the region. The survey was carried out between March and May 2022, with the participation of 220 volunteers aged between 18 and 70 years and showed that the majority of respondents (55.5%) still do not make their purchases in the pharmaceutical segment through e-commerce, but for 34.9% of them the most popular means of disseminating offers was the WhatsApp messaging application. Among the interviewees, 42.3% stated that they go to pharmacies only once a month, noting that the majority (76.4%) believe that customer service is the most important factor to remain loyal to a pharmacy, followed by attractive prices (61.8%). Another result worth mentioning is the interest of respondents (24.1%) in visiting pharmacies that have trained professionals to clarify their doubts about the products and provide further explanations at the time of purchase, a fact that validates the importance of professional pharmacists in these establishments. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-04-13 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.unoesc.edu.br/evidencia/article/view/32520 10.18593/evid.32520 |
url |
https://periodicos.unoesc.edu.br/evidencia/article/view/32520 |
identifier_str_mv |
10.18593/evid.32520 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.unoesc.edu.br/evidencia/article/view/32520/18425 https://periodicos.unoesc.edu.br/evidencia/article/view/32520/18493 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 Evidência https://creativecommons.org/licenses/by-nc/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 Evidência https://creativecommons.org/licenses/by-nc/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf text/html |
dc.publisher.none.fl_str_mv |
Universidade do Oeste de Santa Catarina |
publisher.none.fl_str_mv |
Universidade do Oeste de Santa Catarina |
dc.source.none.fl_str_mv |
Evidence; Vol. 23 No. 1 (2023): Evidência; 63-76 Evidência; v. 23 n. 1 (2023): Evidência; 63-76 2236-6059 1519-5287 reponame:Evidência - Ciência e Biotecnologia - Interdisciplinar instname:Universidade do Oeste de Santa Catarina (UNOESC) instacron:UNOESC |
instname_str |
Universidade do Oeste de Santa Catarina (UNOESC) |
instacron_str |
UNOESC |
institution |
UNOESC |
reponame_str |
Evidência - Ciência e Biotecnologia - Interdisciplinar |
collection |
Evidência - Ciência e Biotecnologia - Interdisciplinar |
repository.name.fl_str_mv |
Evidência - Ciência e Biotecnologia - Interdisciplinar - Universidade do Oeste de Santa Catarina (UNOESC) |
repository.mail.fl_str_mv |
editora@unoesc.edu.br||evidencia@unoesc.edu.br||jane.gelinski@unoesc.edu.br|| debora.pereira@unoesc.edu.br |
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1800221116933865472 |