Santrauka:
Baigiamąjame bakalauro darbe buvo išsiaiškinta kaip įvairūs marketingo veiksniai įtakoja visuomenę pasirenkant nereceptinius vaistus ir vaistinių prekes. Išnagrinėjus mokslinę - dalykinę literatūrą bei atlikus duomenų analizę buvo pateiktos išvados. Darbą sudaro įvadas, du skyriai, išvados, rekomendacijos, literatūros sąrašas bei priedai. Darbo apimtis – 38psl. 31 bibliografinis šaltinis.
Description:
Marketing tools are used in every business. The pharmaceutical industry is of no exception. In order to increase their profits, pharmaceutical companies use various marketing mix mechanisms. Can pharmaceutical marketing affect the patient’s mind? If so, how big of a role does marketing play in the selection of various over the counter drugs and pharmacy products?
Objective – to determine and evaluate the influence of pharmaceutical marketing on the selection and consumption of over the counter drugs and pharmacy products in Kaunas city.
Methods: in the research, the analysis of scientific literature was carried out, questionnaires were used to survey 102 Kaunas city residents that inhabit Dainava district, the results were calculated by statistical research methods.
Results: the most influential marketing factors are discounts (35.3% of the respondents agree, 18.6% fully agree), price (26,5% agree, 19.6% fully agree) and television advertising (27.6% agree, 15.6% fully agree). The least impactful marketing factor is packaging design (35.3% of the respondents totally disagree and 30.4% disagree that it has any influence) and manufacturer/manufacturer’s name (19.6% fully disagree and 21.7% disagree that it makes any influence on the choice of OTC drugs or pharmacy products).
Conclusion: The surveyed residents of the Dainava district of Kaunas city claim that the choice of over the counter drugs and pharmacy products is most influenced by the recommendations of a pharmacist and a physician. However, the marketing mix elements, such as price, discounts and television advertising are not far behind. Packaging has the smallest influence on the choice of OTC drugs and pharmacy products. According to the respondents, many agree that TV advertising of OTC drugs and pharmacy products can provide much useful information for the patient. Approximately half of the surveyed respondents have been influenced by two marketing mix elements: price and promotion, when buying more OTC drugs and pharmacy products than needed or than they planned to purchase.
