Study Set Content:
Uses by socio-economic group; profile of decision maker;
"influencers" or "endorsers."
Trial and Usage
Average frequency of purchase per month; average
number of packs bought per purchase; purchasers criteria.
Purchase Data
National level; outlets carrying brand by region, by type of
outlet.
• Present and potential new outlets for present and new
products.
Buying Source
Reasons for brand loyalty and shifts to similar brands.
Brand Switching Pattern
Importance of drug product, usage rate, purchase
patterns, comparison of current vs. previous consumption
rate; qualities looked for; ranking of attitudes; price
perception; product and price sensitivity.
Consumer Attitudes Towards Brand
Product, pricing, promotions, distribution; terms of sales,
discounts, deals; competitive advertising, and other
developments; by type of outlets and therapeutic
categories.
Competitive Activities
Brand Review
Brand X
Situated in small densely populated urban and
rural centers.
• Street comers
• Residential areas
• Near wet and dry markets
• Near churches, schools and vicinity of
villages
COMMUNITY PHARMACY IN THE EARLY '60s
Situated in densely populated Urban Centers
• Inside large and modern shopping malls
• Within the vicinity of modern commercial
• districts in big cities, municipalities and towns
• In major thoroughfares
COMMUNITY PHARMACY IN THE '90s
Costly acrylic plastics and steel bars with
fluorescent lamps
• Strictly modern attractive signboards done by
professionals.
COMMUNITY PHARMACY IN THE '90s
Made of wood and hand painted with a caduceus
or mortar and pestle
• Some signboards bears the product of donor:
COKE. PEPSI, etc.
COMMUNITY PHARMACY IN THE '60s
Concrete aesthetic design and layouts
• Modern fixtures and lighting
• paraphernalia
• Self-service areas in many Mercury Drug
branches
• Steel doors
• Wide, spacious interiorsConcrete aesthetic design and layouts
• Modern fixtures and lighting
• paraphernalia
• Self-service areas in many Mercury Drug
branches
• Steel doors
• Wide, spacious interiors
COMMUNITY PHARMACY IN THE '90s
• Ceiling and revolving fans
• Air-conditioner, in big chainstore outlets
• Computerized cash registers
• Computers and las machines
• CD player and pipe in music
COMMUNITY PHARMACY IN THE '90s
Made of wood and white including the
wooden portions of cabinets, glass and Rx
counters.
• Light bulbs in the ceilings
• Wooden dones
• Small, cory intimors
COMMUNITY PHARMACY IN THE EARLY '60s
• Retailing and wholesaling
• Cash and credit terms
• Day and night operation
• 24-hour service in some drugstores
COMMUNITY PHARMACY IN THE '90s
• Desk fans
• Abacus and manual calculating machines
• Radio and phonograph
COMMUNITY PHARMACY IN THE EARLY '60s
• 5-60 Personnel depending on the size of the
drugstore, chinning or
• wholesaler
• Complete sales & marketing, finance and
administration departments especially in major
outlets
COMMUNITY PHARMACY IN THE '90s
• Computerized done by stock analyst or
supply/purchasing officers
COMMUNITY PHARMACY IN THE '90s
• Purely retailing
• Purely cash basis
• Daytime operations only
• Limited to walk-in customers
COMMUNITY PHARMACY IN THE EARLY '60s
• Bodega/warehouse
• Satellite repots
• Automated
• Rent/Lease/Own
• Single or multi-story building
COMMUNITY PHARMACY IN THE '90s
