Verbruikersmotivering vir ondersteuning of nie-ondersteuning van apteke in Potchefstroom : 'n empiriese studie

Abstract

It is generally assumed that the pharmacist of today is living through a identity crisis. His position has changed from the dispenser who prepared all medicines himself to that of the pharmacist who should be able to manage in the commercial world as well. With this world of commercial trading, the pharmacist does not feel himself quite acquainted yet, though nowadays he is especially dependend on these activities for his physical survival. However,he has a serious problem in competing with department stores etc. in selling patent medicines and toiletware. Due to his professional background, the pharmacist finds himself in a lack of marketing knowledge and is therefore not adjusted to customers' needs and behaviour. The purpose of this study then, is to analyse consumers motivation from a retail chemist1 s point of view and to determine its influence on pharmacy. The study is taken up in two facets. Firstly, a survey was made to compare the sales volume of a few specified products that are stocked in both chemists and department stores. Secondly a comprehensive survey to determine consumers' motivation for buying patent medicines or toiletware either at chemists or department stores, was done in Potchefstroom. According to a test check which gave a good representation of Potchefstroom's -population, the survey was very satisfactory completed.