|
| |
Total Requests 0 Unsatisfied Requests 0
|
|
You searched Library Catalogue - Title: Study skills in English audio cassette / Michael J.Wallace
|
|
Call Number (WOU)
|
SP CEMBA 2011 54
|
|
Author
|
Yong, Jeh Kuang
|
|
Title
|
The factor influencing consumer retail pharmacy choice in northen Klang Valley/ Yong Jeh Kuang
|
|
Abstract
|
The local retail pharmacy industry is growing rapidly and the number of retail pharmacy
has exceeded 3000 stores. The rapid development is due to the lack of regulation, the
large number of pharmacists and the increased pharmacy awareness. Many pharmacies
were forced to close down due to intense competition while others continue to expand.
The objectives of this study are to identify the factors influencing consumer retail
pharmacy choice in Northern Klang Valley and to indicate which attributes the
prospective pharmacy should focus to gain footage in the industry and increase market
share. A framework based on multi-attribute model and hypotheses were synthesized
which includes five attributes: product/service offering, convenience, price/promotion,
shopping experience and relationship.
A cross-sectional study took place in four retail pharmacies in four different districts in
Northern Klang Valley including Kepong, Sungai Buloh, Sentul and Selayang over a
two-month period. A total of 60 customers participated in the survey that combining
personal interview and structured questionnaire and the data was analyzed using SPSS.
The key findings of the study are highlighted and summarized as below:
The top five most significant factors as voted by respondents, in the order of
importance, were shopping experience, price/promotion, convenience,
product/service offering, and relationship.
There were significant positive relationship between all five factors and the
consumer retail pharmacy selection.
The shopping experience was ranked as the most influential factor of consumer retail
pharmacy selection. It includes store layout and staff.
The price/promotion had a ranking that was lower than but close to the shopping
experience.
The relationship was perceived as the least important among the five factors.
The consumers perceived the importance of price and promotion much higher when
they care for child or someone with longstanding illness.
The perspective pharmacy should focus in three variables (3 Ps) in marketing mix which
include place, personnel and promotion. First of all, the layout of the pharmacy should
make the pharmacy area stand out by clear signature and providing a private counseling
area. Emphasis should also be paid to human resource management which includes
continuous staff training, well-established staff recruitment, performance appraisal and
reward program. In term of promotion, targeted direct advertising is the preferred
method and price discount should only be used for new product or service launch.
Besides, the relationship marketing should be carried out by having competent and
friendly pharmacy assistants and pharmacist.
|
|
Notes
|
Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
|
|
Publisher/Year
|
Penang : School of Business and Administration, Wawasan Open University, 2011
|
|
Physical Description
|
58 p.; 30 cm.
|
|
Subject
|
Wawasan Open University -- Dissertations
|
|
Subject
|
Drugstores -- Customer services -- Malaysia
|
|
|