RESEARCH OF MEDICAL PRODUCTS PURCHASE MOTIVATION FACTORS

Abstract

On the basis of quiz results of pharmaceutical production consumers of Vladikavkaz, the author formed the basic features of consumer behavior model at the region pharmaceutical market. Thus, the basic problems, connected with clients service and establishment contact with them turned to be: insufficiency of products knowledge from the position “characterisrics- advantage-benefit”; absence of behavior experience with dissatisfied customers; inefficiency to conduct express-analysis of conducted sale. However, under the conditions of pharmaceutical networks development in the region, from one side, and necessity of alternative pharmaceutical enterprises functioning, from the other, one should emphasize priority marketing tools for the specified forms of pharmaceutical retail. Herewith, the general, in our opinion is considered to be the using of “attract-function” technology, which consists of three basic components: service constituent – accessibility of curative assistance, quality guarantee,  catalogue of provided services and etc.; aesthetical constituent – pharmacy interior decoration, appearance of service personnel, design of offered goods for realization and etc.; ethical constituent – attitude to the customers and the experience to work with them. The main condition for the clients-oriented approach – necessity to develop and find balance between all three components of “attract-function”.