Chování spotřebitelů na trhu s volně prodejnými léčivy a dalším doplňkovým zbožím dostupným v lékárně

The thesis focuses on consumer behaviour in the context of a pharmacy and proposes measures to increase sales within a particular hospital pharmacy. The theoretical part addresses the definition of consumer behaviour, its key models and factors influencing consumers. These factors include psychological, social and economic aspects. The specifics of the pharmaceutical market and the decision making proces involving OTC and perscripiton medicine is also described. The empirical part of the thesis is based on a combination of secondary and primary research. The primary research consists of three parts: observation and in depth interviews with customers and pharmacy staff. The research findings revealed that avalability, professional counseling and the pharmacy’s ability to adapt to new market trends is key. To achieve the thesis objectives four recommendations were formulated: implementing a new payment method (benefit cards), upgrading the customer loyalty program, grouping special offers into a single showcase to achieve better customer engagement and adding the pharamcy to an online medication availability platform.