A importância do merchandising nas farmácias comunitárias
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Data
2018
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Com a alteração da legislação do mercado farmacêutico criou-se um novo paradigma, aumentando exponencialmente os locais de venda de medicamentos não sujeitos a receita médica e consequentemente aumentando a concorrência às farmácias.
Com este novo desafio as farmácias tiveram de adotar formas diferentes de combater as adversidades impostas pela atualidade. Neste contexto o marketing aparece no mercado farmacêutico para combater as adversidades aumentando a rentabilidade dos produtos.
Como estratégia de marketing, o merchandising tem sido cada vez mais utilizado para aumentar a rentabilidade dos produtos nas farmácias, de modo a gerar mais lucro às mesmas.
O âmbito desta monografia é avaliar a importância do merchandising nas farmácias comunitárias, ou seja, como a sua utilização pode impulsionar a venda de certos produtos através de ações com merchandising e/ou promoções associadas.
Para corroborar este impacto foram realizados dois inquéritos, um aos consumidores e outro às Farmácias. O inquérito aos consumidores teve o intuito de averiguar comportamentos e opiniões sobre as técnicas de marketing que as farmácias aplicam aos produtos. Já o inquérito às Farmácias serviu para perceber a preferência das mesmas face às várias técnicas que possuem para se diferenciarem e impulsionarem vendas.
Os resultados demonstraram que o merchandising é efetivamente importante nas farmácias comunitárias embora não haja uma relação direta entre o elevado número de técnicas de merchandising utilizado pelas farmácias e o impacto que têm nos hábitos de consumo dos utentes. Em relação ao inquérito às farmácias foi conclusivo que as técnicas preferenciais foram as gôndolas e as montras, e a opinião que os profissionais de saúde têm dos consumidores, corresponde ao comportamento, demonstrado no inquérito aos mesmos.
A new paradigm has been created with the amendment of the legislation of the pharmaceutical market, expanding the places that sale medicines without prescription and consequently increasing the competition to pharmacies. With this new challenge, pharmacies had to adopt different ways of oppose the adversities imposed by the present times. In this context the marketing appears in the pharmaceutical market to combat adversities, increasing the profitability of products. As a marketing strategy, the merchandising has been increasingly used to enhance the profitability of products in pharmacies, and in this way increase the profit of pharmacies. The aim of this monograph is to evaluate the importance of merchandising in community pharmacies, how their use can stimulate the sale of certain products through products with merchandising and / or associated promotions. In order to corroborate this impact, two investigations were made, one to consumers and the other to Pharmacies. The objective of consumer survey was to investigate behaviors and opinions about the marketing techniques that pharmacies apply to products. On the other hand, the Pharmacy survey served to understand the pharmacies' preference for the various techniques to make some difference and increase the sales. The results showed that merchandising is indeed important in community pharmacies although there is no direct relationship between the high number of merchandising techniques used by pharmacies and the impact they have on patient’s consumed habits. Regarding the pharmacy survey, it was conclusive that the preferred techniques was the gondolas and shop Windows, and the opinion that the health professionals have of the consumers, corresponds to the behavior of the patient’s, demonstrated in the investigation.
A new paradigm has been created with the amendment of the legislation of the pharmaceutical market, expanding the places that sale medicines without prescription and consequently increasing the competition to pharmacies. With this new challenge, pharmacies had to adopt different ways of oppose the adversities imposed by the present times. In this context the marketing appears in the pharmaceutical market to combat adversities, increasing the profitability of products. As a marketing strategy, the merchandising has been increasingly used to enhance the profitability of products in pharmacies, and in this way increase the profit of pharmacies. The aim of this monograph is to evaluate the importance of merchandising in community pharmacies, how their use can stimulate the sale of certain products through products with merchandising and / or associated promotions. In order to corroborate this impact, two investigations were made, one to consumers and the other to Pharmacies. The objective of consumer survey was to investigate behaviors and opinions about the marketing techniques that pharmacies apply to products. On the other hand, the Pharmacy survey served to understand the pharmacies' preference for the various techniques to make some difference and increase the sales. The results showed that merchandising is indeed important in community pharmacies although there is no direct relationship between the high number of merchandising techniques used by pharmacies and the impact they have on patient’s consumed habits. Regarding the pharmacy survey, it was conclusive that the preferred techniques was the gondolas and shop Windows, and the opinion that the health professionals have of the consumers, corresponds to the behavior of the patient’s, demonstrated in the investigation.
Descrição
Orientação: António Pedro Hipólito de Aguiar
Palavras-chave
MESTRADO INTEGRADO EM CIÊNCIAS FARMACÊUTICAS, CIÊNCIAS FARMACÊUTICAS, PHARMACEUTICAL SCIENCES, MARKETING, MARKETING, MERCHANDISING, MERCHANDISING, VENDAS, SALES, PROMOÇÕES COMERCIAIS, SALES PROMOTION, FARMÁCIAS COMUNITÁRIAS, COMMUNITY PHARMACIES