Community pharmacy customer segmentation based on factors influencing their selection of pharmacy and over-the-counter medicines

BACKGROUND: Within the competitive pharmacy market environment, community pharmacies are required to develop efficient marketing strategies based on contemporary information about consumer behavior in order to attract clients and develop customer loyalty. OBJECTIVES: This study aimed to investigate the consumers’ preferences concerning the selection of pharmacy and over-the-counter (OTC) medicines, and to identify customer segments in relation to these preferences. METHODS: A cross-sectional study was conducted between February and March 2016 on a convenient quota sample of 300 participants recruited in the metropolitan area of Thessaloniki, Greece. The main instrument used for data collection was a structured questionnaire with close-ended, multiple choice questions. To identify customer segments, Two-Step cluster analysis was conducted. RESULTS: Three distinct pharmacy customer clusters emerged. Customers of the largest cluster (49%; ‘convenience customers’) were mostly younger consumers. They gave moderate to positive ratings to factors affecting the selection of pharmacy and OTCs; convenience, and previous experience and the pharmacist’s opinion, received the highest ratings. Customers of the second cluster (35%; ‘loyal customers’) were mainly retired; most of them reported visiting a single pharmacy. They gave high ratings to all factors that influence pharmacy selection, especially the pharmacy’s staff, and factors influencing the purchase of OTCs, particularly previous experience and the pharmacist’s opinion. Customers of the smallest cluster (16%; ‘convenience and price-sensitive customers’) were mainly retired or unemployed with low to moderate education, and low personal income. They gave the lowest ratings to most of the examined factors; convenience among factors influencing pharmacy selection, whereas previous experience, the pharmacist’s opinion and product price among those affecting the purchase of OTCs, received the highest ratings. CONCLUSIONS: The community pharmacy market comprised of distinct customer segments that varied in the consumer preferences concerning the selection of pharmacy and OTCs, the evaluation of pharmaceutical services and products, and demographic characteristics.