Indentifikace faktorů ovlivňujících nákup farmaceutických produktů

Abstract

Doctoral thesis is focused on pharmaceutical market products such as humane, over-the-counter (OTC) drugs and dietary supplements distributed on final consumer markets. Subject of this thesis are ten categories of OTC drugs and dietary supplements. The aim of doctoral thesis was to describe the final consumer shopping behavior for ten categories of humane OTC drugs and dietary supplements using health belief model. The main goal of doctoral thesis was elaborated into three continuous partial goals. These are defined as (1) identification of factors which determine the purchase of OTC drugs on pharmaceutical market while taking into account respective product categories, (2) quantification of the likelihood of purchase based on appropriate quantitative methods for each of analyzed product categories and (3) composition of consumer typology on pharmaceutical market based on product and market perception. Attitude towards pharm. products and markets were reduced using factor analysis. Five factors were created which corresponded to individual conviction factors in health belief model (perceived threat, perceived benefits, perceived barriers, perceives susceptibility and severity, and transparency and acknowledgment). Newly estimated factors were then transformed into typology of customers using cluster analysis (informed with confidence, listening customer, cautious consumers, distrustful and credulous optimist). Using logistic regression analysis, main factors determining purchase of particular product categories were identified together with the likelihood of purchase when entry conditions changed. Influence of seven factors was demonstrated (gender, age, economic status, typology, perception, health behaviours and information sources). Modified factors (have the greatest influence on purchase of selected products (except products for the eyes and sleep and stress products). Individual factors have been identified as the second most important (except products for migraine, pain, memory, mind, colds, and multivitamins). External factors have the least impact. External factors are crucal for products for joints and bones, migraine and pain, eyes, memory and mind, and multivitamins.