Vliv marketingové komunikace ve farmaceutickém průmyslu na rozhodování spotřebitele

This master thesis introduces the pharmaceutical industrys marketing communication from the consumers point of view. It is aimed at consumers perception of the marketing communication in this area and at the way it influences their choice in purchases of over-the-counter drugs. Its goal is to find out which source of information leading to the final decision over the purchase of an over-the-counter drug the consumer considers to be the most reliable one, what role the marketing communication plays in the process and what other factors effect consumers while they are choosing and purchasing an over-the-counter drug. The thesis consists of a theoretical and a practical part. The theoretical part introduces the pharmaceutical industry, the marketing mix and consumer behaviour. The practical part is based on a questionnaire survey through which the main goal of the thesis is to be reached.