Factors Influencing Customer’s Decision of Stand-Alone Pharmacy in Thailand

Abstract

          In 2023 A.D., the pharmaceutical market in Thailand experienced growth, leading to intensified competition. Major entrepreneurs notably invested in expanding chain pharmacies more than stand-alone (SMEs). Investigator thus conducted a study to devise operational strategies for stand-alone pharmacies to enhance their competitive edge and sustainable business operations. This quantitative research aimed to: 1) identify factors influencing consumer decisions to use stand-alone pharmacies, and 2) propose adjustments for stand-alone pharmacies based on a sample group of 410 consumers in Thailand. The study utilized convenient online survey sampling and statistically analyzed personal, behavioral, and marketing mix factors using descriptive and logistic regression models. At a significance level of 0.10, factors influencing consumer decisions to use stand-alone pharmacies included consumers aged 36-45 years, monthly incomes exceeding 100,000 thb, residing outside Bangkok or near markets, not a businessman, and not receiving medicines from private hospitals. Regarding marketing composite factors, consumers prioritizing price, place, and physical environmental factors were more likely to choose stand-alone pharmacies. Conversely, consumers valuing marketing promotions were inclined towards chain pharmacies. Based on these findings, stand-alone pharmacy should target demographics beyond the 36-45 age group, expand within community market vicinities, emphasize competitive pricing, maintain customer confidentiality professionally, organize product displays systematically, and manage membership systems to highlight consumer benefits over chain pharmacies.