Research Article
Amit D. Kandhare, Kiran S. Ray
Abstract
The present study was designed in order to measure the level of customer satisfaction and also their purchasing behavior when shopping in retail pharmacies i.e. independent pharmacies and in chain or shopping mall pharmacies. The study design is in the form of cross-sectional descriptive study using convenience sampling methods. A questionnaire was developed to evaluate the level of customer satisfaction as well as customers purchasing behavior in retail pharmacies. The questionnaires were distributed in the 106 individual customers, 21 Chemist in Mall pharmacy, 27 Chemist in retail drug store and 12 numbers of doctors. Then the correlation between personal satisfaction and customer purchasing behavior in both pharmacies was determined on the basis of various quality of service provide by the pharmacy and the product range along with their availability in the pharmacy shop. It was found that pharmacy store choice behavior among consumers indicates that image and perceptions along with individual characteristics have significant impact on the final outcome.