Análisis de los factores que influyen en la decisión de compra en farmacias tradicionales y cadenas farmacéuticas.

Abstract

The main objective of this project is to analyze the factors that influence in the consumption of traditional pharmacies and pharmaceutical chain. It is taken as a reference to several important authors for the support of the Project, these authors with knowledge in subjects such as: marketing, Neuromarketing, Image of the brand, Motivational factors among others, these give an explanation of the various factors that influence the behaviors of People at the time of choosing where to buy. For the study, the following data collection techniques were performed: primary: interview in depth, surveys, Focus Groups and secondary: Theoretical Framework or information that is in the network for free access. The research made it possible to identify the different variables (price, promotion, variety of products, customer care, image and amongothers) for the decision-making of consumers who buy products in pharmacies. The market research found the real reasons why customers were prefer to buy in pharmacy chains than independent pharmacies.