Analysis of consumer behaviour in a retail drugstore chain in Russia based on the type of consumer loyalty
Galkina G., Gribkova E., Pak T., Bazarkina O., Sudarenko K., Kurashov M., Smirnov A.
Tropical Journal of Pharmaceutical Research
Vol.18, Issue5, P. 1133-1140
Опубликовано: 2019
Тип ресурса: Статья
DOI:10.4314/tjpr.v18i5.31
Аннотация:
Purpose: To identify the consumer loyalty types in a retail segment of the Russian pharmaceutical market. Methods: A sociological study was conducted in pharmaceutical organisations of various forms of ownership, located in different administrative districts of Moscow (Russian Federation). This was done using a questionnaire developed in advance, and based on literature review. The survey involved 480 respondents selected in a simple random sampling. Results: All questionnaire filled out by the respondents were considered valid. Analysis of the loyalty parameters obtained during the study are as follows: (1) behavioural (repeated purchases), (2) emotional (subjective opinions and experience, sympathy, respect for the brand, etc) and (3) rational (utility assessment) components (4) consumer satisfaction, (5) the desire to buy again, (6) the ability to switch to competitors. They were allocated to four consumer segments. In the course of the study, one consumer segment identified a type
Ключевые слова:
Consumer behaviour; Consumer loyalty; Consumer segments; Migratory loyalty; Pharmaceutical market
adult; article; consumer; consumer attitude; controlled study; female; human; human experiment; human tissue; major clinical study; male; market; questionnaire; Russian Federation; sampling
Язык текста: Английский
ISSN: 1596-9827
Galkina G.
Gribkova E.
Pak T.
Bazarkina O.
Sudarenko K.
Kurashov M.
Smirnov A.
Галкина Г.
Грибкова Е.
Пак Т.
Базаркина О.
Сударенко К.
Курашов М.
Смирнов А.
Analysis of consumer behaviour in a retail drugstore chain in Russia based on the type of consumer loyalty
Текст визуальный непосредственный
Tropical Journal of Pharmaceutical Research
Vol.18, Issue5 P. 1133-1140
2019
Статья
Consumer behaviour Consumer loyalty Consumer segments Migratory loyalty Pharmaceutical market
adult article consumer consumer attitude controlled study female human human experiment human tissue major clinical study male market questionnaire Russian Federation sampling
Purpose: To identify the consumer loyalty types in a retail segment of the Russian pharmaceutical market. Methods: A sociological study was conducted in pharmaceutical organisations of various forms of ownership, located in different administrative districts of Moscow (Russian Federation). This was done using a questionnaire developed in advance, and based on literature review. The survey involved 480 respondents selected in a simple random sampling. Results: All questionnaire filled out by the respondents were considered valid. Analysis of the loyalty parameters obtained during the study are as follows: (1) behavioural (repeated purchases), (2) emotional (subjective opinions and experience, sympathy, respect for the brand, etc) and (3) rational (utility assessment) components (4) consumer satisfaction, (5) the desire to buy again, (6) the ability to switch to competitors. They were allocated to four consumer segments. In the course of the study, one consumer segment identified a type