Analysis of motivatio n factors and infor matio n pro vision for consumers of hepatotro pic drugs

Abstract

Segmentation of consumers of hepatotropic drugs allows to single out homogeneous groups (segments) in which consumers have similar needs that can be satisfied with a certain marketing mix.Aim is to carry out the consumers segmentation of hepatoprotectors, analysis of their preferences and information provision.Materials and methods. While studying questionnaire survey of visitors in pharmacies, it was determined definite hepatoprotectors, which were purchased independently or by consulting a pharmacist or at a pharmacy. The questionnaires for further analysis were selected, taking into account the answers to the questions-filters and control questions. Consumers segmentation of hepatoprotectors was realized according to different criteria of segmentation: demographic (sex, age); socio-economic (occupation, income level); motivational (behavioral): the purpose, conditions and frequency of hepatoprotectors consumption.Results. Based on questionnaire survey of visitors of pharmacies in Kharkiv, segmentation was held and homogeneous groups of consumers were identified depending on the purpose, conditions and frequency of hepatoprotectors utilization and etiological factors. The high level of utilization of hepatoprotectors for self-medication as well as a significant proportion of misconceptions about the effect of hepatoprotectors was revealed. Against the use of different sources of information about hepatoprotectors, a variety of Internet resources and active use of the Internet to search for information about hepatoprotectors, lack of knowledge of consumer properties and key characteristics of hepatoprotectors was found.Conclusions. Conducted researches are the basis for selection attractive segments for marketing activities of manufacturers, as well as for improvement measures for positioning and market promotion in order to increase the market potential of hepatoprotectors.