Comparative analysis among ukrainian and polish consumers attitude to pharmacies and preferences regarding their choice

Abstract

Today, consumers of medicines play a significant role in the list of pharmaceutical stakeholders. They encourage the pharmaceutical business to develop and implement various marketing activities to increase consumer’s loyalty. Therefore, the attitude of consumers from Ukraine and Poland to pharmacies, opinions on the place of pharmacies in the drug supply system was studied for choosing new strategies of the development of Ukrainian pharmacy. The main motive to apply to pharmacies in both countries is to purchase officinal medicines. However, Polish visitors are almost four times more likely to seek custom-made medicines. Ukrainian consumers perceive a pharmacy as a trading establishment and focus on that. The main factor of loyalty is the price of the drug. For the Polish respondent the main factor in choosing a pharmacy is professional attitude and friendly staff. The problems of Ukrainian pharmacies include the breadth of the assortment. The presence of queues and artificial stimulation of purchase is a problematic point for Polish respondents.