A Study of Customers’ Behavior in the Use of Pharmaceutical Services – Drugstores in the South of Vietnam

Abstract

The current situation in Vietnam is that patients with their illness can easily go to drugstores to buy medicine by their own prescriptions or drugstore ones. This exists for a long time. This research is not focus on the ways to combat this phenomenon, but we aim to study the factors that are affecting behaviors of patients in choosing drugstores in the South of Vietnam. We employed both quantitative and qualitative methodologies for this research; 400 people responded to survey questions and 10 people involved in interviews. Briefly analysis from quantitative study showed that the affected factors are price and process, which is convenient, and people answered to interview agreed that price and product are the important factors for them to go to drugstores. Hence, the sales and policies makers should pay attention to the needs of customers in doing business of drugstores.