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Abstract(s)
Os medicamentos nĆ£o sujeitos a receita mĆ©dica (MNSRM) sĆ£o o principal componente da
automedicaĆ§Ć£o, prĆ”tica que tem aumentado drasticamente, e que permite Ć s populaƧƵes
uma maior autonomia no que diz respeito Ć s decisƵes relacionadas com o tratamento de
determinados problemas de saĆŗde.
O processo decisĆ³rio da compra de MNSRM pode ser muito complexo e envolver vĆ”rios
fatores. Este trabalho tem como objetivo estudar essas variƔveis, analisando quais as mais
influentes no momento da escolha. Durante a investigaĆ§Ć£o irĆ£o ser analisadas trĆŖs
categorias de variƔveis: variƔveis de marketing, variƔveis culturais, sociais e pessoais, e
prestaĆ§Ć£o de serviƧos. ApĆ³s extensa anĆ”lise bibliogrĆ”fica foram selecionadas e
fundamentadas as variƔveis a estudar.
A investigaĆ§Ć£o empĆrica foi posta em prĆ”tica atravĆ©s do preenchimento de um inquĆ©rito
pelos utentes de uma farmƔcia comunitƔria. O inquƩrito Ʃ composto por vƔrias questƵes,
apresentadas sob a forma de escala tipo Likert, esperando desse modo obter as evidĆŖncias
empĆricas que possibilitem a resposta aos objetivos colocados. Os dados foram analisados
atravĆ©s de anĆ”lises estatĆstica univariada e multivariada, suportadas no programa de
tratamento estatĆstico SPSS, de modo a obter os resultados que serviram de base Ć
discussĆ£o e conclusĆ£o do trabalho.
O trabalho assume relevĆ¢ncia visto que permite determinar quais os fatores que as pessoas
consideram mais importantes na opĆ§Ć£o de escolha, possibilitando que os diferentes
intervenientes na compra de MNSRM (profissionais de saĆŗde, indĆŗstria farmacĆŖutica)
possuam um maior conhecimento do raciocĆnio de escolha, tendo assim oportunidade de
optimizar o seu papel neste processo.
As limitaƧƵes desta investigaĆ§Ć£o estĆ£o relacionadas com o tempo reduzido em que foi
realizada, o tamanho da amostra e o facto de os dados serem recolhidos num sĆ³ ponto de
venda. Em futuros estudos deverĆ” ser considerada a recolha de dados em diferentes pontos
de venda de modo a obter uma amostra mais numerosa e heterogƩnea. Ao mesmo tempo a
identificaĆ§Ć£o dos diferentes segmentos de mercado, possibilitarĆ” Ć s empresas a definiĆ§Ć£o
de estratƩgias de marketing adaptadas a cada segmento.
Over-the-counter medicines (OTC) are the main component of self-medication, practice that is drastically rising, and gives the population more autonomy regarding decisions related with treatment of certain health problems. The decision buying process of OTC can be very complex and involves various factors. This work intends to study those variables and analyses witch of them are most significant in the moment of the purchase. During the investigation, will be studied three classes of variables: marketing variables, cultural, social and personal variables, and render service. The empirical inquiry was developed through the filling of a questionnaire by the users of a community pharmacy. The enquire is composed by various questions, presented under the form of a Likert type scale, hoping to obtain the empiric evidences that allow us to answer the objectives defined. The data were analysed by multivariate and statistical analysis, supported in the statistical treatment program SPSS, obtaining the results that served has starting point for the discussion and conclusion of the work. This investigation is relevant since it allows the determination of the factors that users consider important to the option of choice, allowing that the different players in the OTC buying process (health professionals, pharmaceutical industries) have a greater knowledge of the reasoning of choice, having the opportunity to optimize their role in this process. The limitations of this study are related with the reduced time available, the size of the sample and the fact of the data are collected only in one selling point. In future studies it should be considered the collection of data in various selling points to obtain a bigger and heterogeneous sample. At the same time, the identification of different market segments, will enable companies to define marketing strategies tailored to each segment.
Over-the-counter medicines (OTC) are the main component of self-medication, practice that is drastically rising, and gives the population more autonomy regarding decisions related with treatment of certain health problems. The decision buying process of OTC can be very complex and involves various factors. This work intends to study those variables and analyses witch of them are most significant in the moment of the purchase. During the investigation, will be studied three classes of variables: marketing variables, cultural, social and personal variables, and render service. The empirical inquiry was developed through the filling of a questionnaire by the users of a community pharmacy. The enquire is composed by various questions, presented under the form of a Likert type scale, hoping to obtain the empiric evidences that allow us to answer the objectives defined. The data were analysed by multivariate and statistical analysis, supported in the statistical treatment program SPSS, obtaining the results that served has starting point for the discussion and conclusion of the work. This investigation is relevant since it allows the determination of the factors that users consider important to the option of choice, allowing that the different players in the OTC buying process (health professionals, pharmaceutical industries) have a greater knowledge of the reasoning of choice, having the opportunity to optimize their role in this process. The limitations of this study are related with the reduced time available, the size of the sample and the fact of the data are collected only in one selling point. In future studies it should be considered the collection of data in various selling points to obtain a bigger and heterogeneous sample. At the same time, the identification of different market segments, will enable companies to define marketing strategies tailored to each segment.
Description
Keywords
Medicamentos nĆ£o sujeitos a receita mĆ©dica - Marketing Medicamentos nĆ£o sujeitos a receita mĆ©dica - Factores sĆ³cio-culturais Medicamentos nĆ£o sujeitos a receita mĆ©dica - Factores pessoais
Pedagogical Context
Citation
Publisher
Universidade da Beira Interior