Analýza postojů na trhu s farmaceutickými produkty

Abstract

This thesis examines consumer attitudes on the pharmaceutical market. The target of the work it´s to find out the real attitudes and opinions of consumers on OTC medicines, especially those who are buying these products. A part of the work is quantitative research, witch was make as a personal interviews of visitors two selected pharmacies. Based on the analysis of attitudes are defined customer segments, and thus created a new typology of customers.