Análisis del comportamiento del consumidor de medicamentos del área ginecológica en la ciudad de Guayaquil.

Abstract

The present study focuses on analyzing the purchasing behavior of the consumer of gynecological products in Guayaquil, through an analysis of qualitative methods (interviews with experts) and quantitative methods (surveys focuses to women), in order to identify the profile of the consumer of these products, which factors between price, health benefits, among others, influence the preference of certain gynecological products. Which are the main influencers, from medical recommendation, recommendation from pharmacy clerks or from friends and family, are the most relevant when deciding what product or medicine to buy. What type of promotion is the most suitable for this type of product. Additionally, aspects like how the perception of a generic or branded medication can influence consumer preferences. The results obtained provide a detailed understanding of these variables and their relationship in the purchasing behavior of gynecological products.