Factors that influence consumers on purchasing in standalone drugstore in Bangkok, Thailand.

Abstract

This qualitative research has studied the consumer behavior, consumer insight including factors that influence consumers on purchasing in stand-alone drugstore in Bangkok, Thailand. Research will be useful for business owner of stand-alone drugstore to enhance performance in order to compete more with chain drugstore. Also, use the finding as guideline to develop marketing strategy for stand-alone drugstore in Bangkok, Thailand. This research emphasize to interview the respondents are consumers who usually buy products in stand-alone drugstore in Bangkok and pharmacists who work mainly in drugstore in Bangkok. The most factors that influence consumers on purchasing in stand-alone drugstore in Bangkok, Thailand are store location because convenient in term close to their home and office, have parking lots. The second rank is personal selling because full time pharmacist in drugstore shows credibility. The third ranks are product and service. Product is important for consumers as drugstore provides many choices of products in that category which cover in medical and cosmeceutical product. Service quality, because staffs should have service mind and good explanation and pay attention to consumers. In the same result of this research when interviews with both consumers and pharmacist is the most factors influence consumers on purchasing in stand-alone drugstore in Bangkok is “Store location”.