PURCHACE BEHAVIOR OF ONLINE PHARMACIES CLIENTS
Keywords:consumer behaviour, online pharmacies, clients’ reasons of purchase by e-shops, steps of clients’ purchase by e-shops
AbstractSales of pharmaceutical products that do not require a prescription to purchase (over-the-counter drugs and dietary supplements) are increasingly being made in the Czech Republic through Internet pharmacies. If the operators of e-shops are to succeed in the ever-increasing competitive environment, and be better than the competition in satisfying the customers, they need to improve not only their offer, but to increase user-friendliness of the electronic shopping system and improve care for clients of these e-shops. This requires a thorough knowledge of the shopping procedure these clients consider to be the most natural and most appropriate for them. This article summarizes the possible procedures when purchasing through e-commerce and presents the results of a quantitative research by method of online interview among clients of online pharmacies. The goal of this research was to map the reasons that lead clients to shop in an internet pharmacy, purchase frequency and procedure for the purchase of over-the-counter medications and nutritional supplements on the Internet.