PHARMACY MERCHANDISING IN CONSUMER BEHAVIOR SYSTEM

Abstract

The results of pharmaceutical merchandising as an element of consumer behavior regulation model at pharmaceutical market are given in the article. The following five aspects can be referred to pharmaceutical merchandising: 1) salesroom (format, pharmacy model, zones planning); 2) laying out (planning, formation and shopwindows design). Different variants of laying out are possible, depending on goals, which are set in front of it: “attractive”, “to lay out all assortment”, “little-known medications should be laid out” and etc.; 3) commercial (location and accessibility of information for a consumer in the pharmacy). It should be mentioned that the famous merchandising rule does not work for medications, stating that the decision about purchase in 70 % of cases is accepted at the sale points; 4 ) shopwindows assortment (priority formation in laying out on the economic analysis basis). Particularly, under ABC-analysis all received medication titles are arranged into several groups: A group characterizes high-turnover medications (in demand), they comprise 10% of assortment and give 80% of commodity circulation; В group – medium-turnover, 15% of commodity items fall on their interest – provide 15 % of commodity circulation; low-turnover goods of pharmaceutical assortment are included into group C (about 75% of commodity items – comprise 5% from commodity circulations.  Additionally, nowadays, group D – acute –turnover commodity groups are emphasized under the analysis of pharmaceutical assortment in many pharmaceutical organizations; 5) integration of “merchandising pharmaceutical companies” (determination of principles and formats of effective “pharmacy reaction” to “merchandising from outside”). In this particular case one can speak about purchase of “popular places at shopwindows”. However, the problem is not in the fact that this phenomenon is not popular.