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Abstract(s)
A pesquisa tem como objetivo estudar o perfil, comportamento e atitudes do consumidor da farmácia. Pretende-se perceber se as mudanças no comportamento do consumidor face à saúde se refletem na farmácia, no farmacêutico e na forma como este é visto pelo cliente.
Para responder à questão de partida, implementou-se um modelo de pesquisa descritiva que teve por base a aplicação de um questionário estruturado e de uma entrevista semiestruturada, os quais foram analisados com base no cruzamento das faixas etárias e através de uma análise de conteúdo, respetivamente.
Na revisão de literatura, abordam-se temas fulcrais para o desenvolvimento do projeto como comportamento do consumidor, marketing de serviços, marketing farmacêutico e marketing relacional, que permitem consolidar conhecimentos de modo a permitir uma análise mais completa.
O estudo conclui que existe uma diferença no comportamento consoante a faixa etária do consumidor, por exemplo, as faixas mais novas adotam comportamentos de compra pouco planeados e as faixas mais velhas planeiam a sua compra, apesar de valorizarem mais a presença do farmacêutico.
The research aims to study the profile, behavior and attitudes of the pharmacy consumer. It is intended to understand whether the changes in consumer behavior in relation to health are reflected in the pharmacy, the pharmacist and the way this is seen by the client. To answer the question of departure, a descriptive research model was implemented, based on the application of a structured questionnaire and a semi-structured interview, which were analyzed based on the intersection of age groups and through content analysis, respectively. In the literature review, we discuss key themes for the development of the project, such as consumer behavior, service marketing, pharmaceutical marketing and relational marketing, which allow us to consolidate knowledge in order to make a better analysis. The study concludes that there is a difference in behavior depending on the age range of the consumer, for example, the newer track users adopt poorly planned purchasing behaviors and the users of older tracks plan their purchase, even though they value more the presence of the pharmacist.
The research aims to study the profile, behavior and attitudes of the pharmacy consumer. It is intended to understand whether the changes in consumer behavior in relation to health are reflected in the pharmacy, the pharmacist and the way this is seen by the client. To answer the question of departure, a descriptive research model was implemented, based on the application of a structured questionnaire and a semi-structured interview, which were analyzed based on the intersection of age groups and through content analysis, respectively. In the literature review, we discuss key themes for the development of the project, such as consumer behavior, service marketing, pharmaceutical marketing and relational marketing, which allow us to consolidate knowledge in order to make a better analysis. The study concludes that there is a difference in behavior depending on the age range of the consumer, for example, the newer track users adopt poorly planned purchasing behaviors and the users of older tracks plan their purchase, even though they value more the presence of the pharmacist.
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Keywords
Comportamento e atitudes do consumidor Farmácia Marketing de serviços Marketing farmacêutico Marketing relacional