Factors Affecting the Decision to Use Phamacy Services for Consumers in Muang District, Chainat Province

Abstract

           The purposes of the research were to 1) study demographic factors affecting consumer decision to use the pharmacy in Mueang district, Chainat province 2) study the marketing mix factors affecting consumer decision to use the pharmacy in Mueang district, Chainat province. The questionnaires were collected from 400 consumers. The data derived was analyzed by using frequency, percentage, mean, standard deviation and Multiple Regression. 
          The findings showed that most of the samples were male, aged 41-50 years, having a bachelor degree. Their occupations are civil servants/state enterprises, and they have an average monthly income of 20,001-40,000 baht. Most consumers used the modern pharmacy service such as supermarkets and convenience stores from 09.01 a.m. to noon. The frequency of using the service was an average of once a month, and the amount used is 100 - 250 baht per time. The purpose of using the service was to cure disease/illness/accident. Most of the samplings would buy medicines for their family members to treat their illnesses. Pharmacists influence consumer decision, including the location of pharmacies in the market area.
          The results showed that demographic factors affecting consumer decision to use the pharmacy were age and occupation that affected to use the pharmacy at a statistical significance and the marketing mix factors affecting consumer decision to use the pharmacy were products, people, and service processes that affected to use the pharmacy at a statistical significance.