This diploma thesis deals with consumer behavior and decision making on the pharmacy retail market. The main objective is to identify characteristics of consumer behavior on the pharmacy market in Czech Republic and to provide recommendations for independent pharmacy owners and managers. This thesis focuses on identification of factors, which influence consumers when choosing and visiting a pharmacy. The main source for analysis of consumer behavior come from the data obtained from 456 respondents via questionnaire survey. The data was processed and assessed using the software Statistica v. 12. One of the main finding is the big importance of sales personnel in pharmacy detail for consumer satisfacti-on. The quantitative survey was supplemented with in-depth interviews with inde-pendent pharmacy owners (n = 5). The survey results allowed to formulate recom-mendations for independent pharmacies.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:178884 |
| Date | January 2014 |
| Creators | Sochorová, Jana |
| 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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