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DECISION TO PURCHASE: FACTORS SAME, DIFFERENT WEIGHTS; VISION OF THE CONSUMER, ON SMALL AND LARGE NETWORK OF PHARMACY
Authors: Wilter Furtado Furtado, Aparecida Aparecida Franco
Number of views: 396
The goal of this study was to discuss the buying decision, as a phenomenon that can be
configured differently for the consumer, even if their objectives, the product, the factors
influencing on such a decision, the deal and the agencies involved are the same, by nature.
Based on inductive method, research exploratory, descriptive and quali-quantitative, was
made by means of a semi-structured form applied by researchers, along with consumers of
pharmaceuticals, in the city of Ituiutaba, Minas Gerais, in the period July 30, 2010 to 05. This
concern is justified, whereas the companies involved in the process, although given the same
audience, can act differently, by philosophy, by size, by the policies adopted and by location.
The main results showed that consumers of pharmaceutical products, gives small pharmacies
to purchase preference, because it believes that they provide the best set of attributes or
factors influencers in the buying process, or the best cost x benefit, than the pharmacies of the
major networks. Also shows that the consumer is able to perfectly, tier those factors.