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Pharmacy patronage: identifying key factors in the decision making process using the determinant attribute approach.

Franic DM, Haddock SM, Tucker LT, Wooten N

Department of Clinical and Administrative Pharmacy, College of Pharmacy, University of Georgia, Athens, GA 30602, USA. dfranic@rx.uga.edu

OBJECTIVE: To use the determinant attribute approach, a research method commonly used in marketing to identify the wants of various consumer groups, to evaluate consumer pharmacy choice when having a prescription order filled in different pharmacy settings. DESIGN: Cross sectional. SETTING: Community independent, grocery store, community chain, and discount store pharmacies in Georgia between April 2005 and April 2006. PARTICIPANTS: Convenience sample of adult pharmacy consumers (n = 175). INTERVENTION: Survey measuring consumer preferences on 26 attributes encompassing general pharmacy site features (16 items), pharmacist characteristics (5 items), and pharmacy staff characteristics (5 items). MAIN OUTCOME MEASURE: 26 potential determinant attributes for pharmacy selection. RESULTS: 175 consumers were surveyed at community independent (n = 81), grocery store (n = 44), community chain (n = 27), or discount store (n = 23) pharmacy settings. The attributes of pharmacists and staff at all four pharmacy settings were shown to affect pharmacy patronage motives, although consumers frequenting non-community independent pharmacies were also motivated by secondary convenience factors, e.g., hours of operation, and prescription coverage. CONCLUSION: Most consumers do not perceive pharmacies as merely prescription-distribution centers that vary only by convenience. Prescriptions are not just another economic good. Pharmacy personnel influence pharmacy selection; therefore, optimal staff selection and training is likely the greatest asset and most important investment for ensuring pharmacy success.

Published 14 January 2008 in J Am Pharm Assoc (2003), 48(1): 71-85.
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