Investigating the Relationships among Clustering of Own Brand, Customer Satisfaction and the Purchasing Intentions in the Pharmacy Stores

• Main Authors: Chih-Wen Wang, 王志文
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/88196428020081569033

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === Due to the changes in the environment of pharmacy industry, consumers have slowly altered their mode of consumption from going to the pharmacy for the treatment of illness to going there for the enhancement of health. Products used to be the key concern in traditional pharmacies of which the sales-oriented objective results in seeking for the sales of products, but now pharmacies tend to adopt a multifunctional managing strategy, which is demand-oriented aiming at the fulfillment of customer needs by providing the best-selling products while eliminating the dead stock. The transformation of the mode of consumption fosters the managers of pharmacies to identify the importance of multifunction, professionalism, convenience, chain operation, and computerization. This research adopts the survey method of close-ended questions to investigate whether there is an obvious relation between consumers’ understanding of the clustering of pharmacy’s own brand and the consumer satisfaction as well as their will to purchase. By means of this investigation, a relation is deduced among the consumers’ evaluation of the clustering of own brand, satisfaction, and the will to purchase, and according to which, suggestions concerning own branding management are provided for pharmacies. Investigations are conducted through structured questionnaire to verify the above-mentioned three research hypotheses, and 300 effective questionnaires are retrieved by convenience sampling. The following results are obtained after the statistical analysis of the retrieved data: H1:There is an obvious relation between the level of the clustering of own brand and the satisfaction of the clustering of own brand. H2:The satisfaction of the clustering of own brand is in an obvious connection with the will to purchase. H3:An obvious relation exists between the level of the clustering of own brand and the will to purchase. The pattern of market demand varies so swiftly that only when corporations sensibly seize the subtle changes in market demand can they respond immediately, make the correct strategic decisions, and achieve the goal of sustainable development.