From purely physical to purely online pharmacies: exploring different shopper profiles and discussing some widespread beliefs

What is it about?

Three exploratory-descriptive design studies are conducted to profile customers from three different types of pharmacies in Mexico: customers of physical drugstores without an e-channel, customers of physical pharmacies with an e-channel, and customers of online pharmacies. Shoppers from physical pharmacies purchase more food and drinks than actual medicine. Shoppers from physical pharmacies with e-channels tend to use the internet to acquire information about pharmaceutical products but do not make purchases online; they prefer to obtain products immediately from a physical drugstore instead of waiting for delivery from an e-channel. Contrasting with the two former customer types, shoppers who use e-pharmacies are specific in the numbers and types of products they purchase, medicines being the main priority.

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