What is it about?
We used logistic regression to check the association and the direction of the association for each variable regarding the reasons for choosing a pharmacy (price, availability of products, attitude of the pharmacist and proximity), with the socio-demographic variables. We also conducted an exploratory factor analysis (EFA) on those variables and identified three behavioural groups: i) Pharmacy driven, ii) Pharmacist driven, and iii) Pragmatic driven people.
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Why is it important?
Segmentation and targeting are very important steps in the marketing activity to create the pharmacy's best positioning. Knowing more about the composition and interests of patients' segments will help pharmacies properly design the mix of services and the marketing approach.
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This page is a summary of: SOCIO-DEMOGRAPHIC PROFILE OF THE ROMANIAN PATIENT REGARDING THE FACTORS INFLUENCING THE CHOICE OF A PHARMACY USING LOGISTIC REGRESSION AND FACTOR ANALYSIS, FARMACIA, December 2021, Societatea de Stiinte Farmaceutice din Romania,
DOI: 10.31925/farmacia.2021.6.24.
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