This diploma thesis focuses on the behavior of consumers in the market of over-the-counter medicines and dietary supplements. The aim of this paper is to draw conclusions and recommendations to different entities operating on the market by identifying factors influencing the behavior of consumers in the market of over-the-counter medicines and food supplements in the Czech Republic. An indicative analysis enabled to screen the situation on given market and to research the increasing tendencies of the drug consumption, their prices and also to identify the trends in behavior of consumers. Analysis of the time series and regression analysis are used to process secondary data demonstrating the dependence of the number of packages of distributed over-the-counter pharmaceuticals on pharmacies and drug stores and their prices. The questionnaire survey describes trends in consumer behavior in a given market. From the cluster analysis results are defined 4 segments of consumers operating on a given market. Finally, the influence of age, education and gender of consumers on the cost of over-the-counter medications and dietary supplements is examined. The results of the primary and secondary analysis enabled to come to conclusions and recommendations to entities on the given market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:431490 |
| Date | January 2017 |
| Creators | Jelenová, Veronika |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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