The impact of sales promotion techniques on consumer purchase decisions within community pharmacies

Authors

  • Sujith S Nair Professor, Department of Pharmaceutics, Crescent College of Pharmaceutical Sciences, Kannur, India.
  • Muhammed Rafid V P Department of Pharmaceutics, Crescent College of Pharmaceutical Sciences, Kannur, India.
  • Munavara Department of Pharmaceutics, Crescent College of Pharmaceutical Sciences, Kannur, India.
  • Muhammed Safwan Department of Pharmaceutics, Crescent College of Pharmaceutical Sciences, Kannur, India.
  • K Abdulla Zainul Abid Department of Pharmaceutics, Crescent College of Pharmaceutical Sciences, Kannur, India.
  • Nida Marva N Department of Pharmaceutics, Crescent College of Pharmaceutical Sciences, Kannur, India.

DOI:

https://doi.org/10.56511/JIPBS.2024.11204

Abstract

The study analyzes how sales promotions affect customer behaviour in community pharmacies by looking at psychological factors, economic incentives, and ethical issues. The goal of the study is to offer practical insights and evidence-based suggestions to make sales promotion strategies more effective and ethical in community pharmacies. The objective is to study is to examine the influence of sales promotions on consumer behaviour in community pharmacies, with a specific focus on whether sales promotions effectively improve drug sales to customers. The findings suggest that a combination of product availability, brand trust, cost savings, and professional advice drives consumer decisions. Convenience-related services are particularly attractive to consumers, with 43.8% valuing extended hours and 21.5% appreciating delivery services. This influence of sales promotion highlights the need for pharmacies to consider various promotional strategies to cater to different consumer preferences. The study concludes that while sales promotions do impact consumer buying decisions at local pharmacies, their influence varies widely among individuals. Factors such as product availability, brand loyalty, price discounts, and pharmacist recommendations also play significant roles. Most of the time customers aren't influenced by sale promotions because they might be confused about whether the products are expired or if there's something wrong with the stock. The study concludes that effective promotional and service strategies should take into account these diverse consumer preferences to boost customer satisfaction and increase sales.

Keywords:

sales promotion, community pharmacy, brand loyalty, purchase decision, pharmacist recommendation

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Published

30-06-2024
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21 Views | 21 Downloads

How to Cite

Sujith S Nair, Muhammed Rafid V P, Munavara, Muhammed Safwan, K Abdulla Zainul Abid, and Nida Marva N. “The Impact of Sales Promotion Techniques on Consumer Purchase Decisions Within Community Pharmacies”. Journal of Innovations in Pharmaceutical and Biological Sciences, vol. 11, no. 2, June 2024, pp. 25-28, doi:10.56511/JIPBS.2024.11204.

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Section

Research Article