PESQUISA REVELA O COMPORTAMENTO DO CONSUMIDOR NAS FARMÁCIAS E DROGARIAS

Da Redação

Com chancela do IBOPE Solutions e da Múltipla PHD Estudos Comportamentais, o POPAI Brasil, instituto especializado no estudo de merchandising no ponto-de-venda, elaborou uma pesquisa intitulada “O COMPORTAMENTO DO CONSUMIDOR EM FARMÁCIAS E DROGARIAS, com o intuito de conhecer os hábitos dos clientes, detectar a relação das compras de medicamentos éticos, MIP’s (de venda livre – isentos de prescrição) e consumo e, ainda, verificar o impacto que as ações e os materiais de merchandising causam na decisão de compra.

O estudo foi realizado durante dois meses em 115 farmácias das capitais São Paulo, Rio de Janeiro, Porto Alegre, Recife e Salvador. Dessas, 40% eram grandes redes e 60% eram independentes. A pesquisa contou com uma análise quantitativa feita individualmente com os clientes, cerca de 1.720, o que deu uma média de 15 por PDV, antes e após a visita à loja. Vale ressaltar que 65% desse público foi formado por mulheres.

A idéia foi verificar, em primeiro momento, a freqüência, o uso de prescrição médica, a intenção de compra e o valor médio gasto. Na segunda fase, após a passagem pelo check-out, a proposta foi levantar produtos e marcas comprados, valores gastos, percepção dos materiais promocionais e de merchandising, e os fatores que influenciam na decisão de compra.

PRIMEIRA PARTE:  ENTRANDO NA LOJA

Ao entrar na loja, as pessoas foram abordadas pelos pesquisadores quanto à intenção de compra. E o resultado não causou espanto: 58% das pessoas entraram na farmácia em busca de medicamentos. Do restante, 21% procuravam produtos de higiene pessoal. Outros 12% buscavam cosméticos. Dos demais, 2% entraram à procura de bebidas e 7% buscavam outros produtos, principalmente itens de primeiros socorros e de telefonia.

Apesar de mais de metade das pessoas ir à farmácia em busca de medicamentos, pelo menos 33% delas entraram no PDV com o intuito de comprar também artigos de higiene, beleza e cosméticos. A escolha do canal farma para a compra desses itens se dá, principalmente, devido à localização, conveniência e praticidade. No caso dos cosméticos, a compra na farmácia ainda é impulsionada por uma percepção de preço mais baixo.

A pesquisa apontou que o consumidor que entra na farmácia o faz já sabendo exatamente o que vai comprar e, inclusive, o quanto vai gastar.

SEGUNDA PARTE: DEPOIS DA COMPRA

Do total de entrevistados, 16% cancelaram a compra por ausência de produtos ou marcas e 7% compraram por impulso. As categorias campeãs de vendas por impulso são cremes dentais, sabonetes, lâminas de barbear, preservativos, esmaltes, barras de cereais e refrigerantes. Uma recomendação do POPAI é que as marcas de tais produtos sejam divulgadas sem referência a preços.

A pesquisa, no entanto, fez uma relação detalhada entre as compras pretendidas e realizadas. Dessa forma, o objetivo foi chegar a índices de consumidores que compraram conforme o planejado, cancelaram a compra, substituíram ou a fizeram por impulso. Para a categoria de higiene pessoal, por exemplo, 74% dos entrevistados compraram exatamente como o planejado; 4% substituíram o produto e 11% compraram por impulso.

A maior influência das compras por impulso na categoria de higiene pessoal vem da marca Colgate, responsável por 65% delas. O interessante desta categoria é observar, ainda, o percentual de pessoas que desistiram da compra (11%). Esse dado foi impulsionado, principalmente, pela marca de shampoos e condicionadores Seda. É uma questão de fidelidade: desses 11% que cancelaram, 56% o fizeram por não encontrar a marca da Unilever. Outros 23% perderam a compra por encontrar preços mais altos do que o esperado.

COLORAÇÕES NÃO PODEM FALTAR

O estudo observou que a categoria de cosméticos perde muito com a falta de tinturas e colorações para cabelos nas gôndolas do canal farma: 27% das pessoas entrevistadas desistiram da compra. Este é o maior índice de desistência entre todas as categorias inclusas no estudo. A grande responsável por isso foi a falta de marcas ou versões específicas de colorações.

No entanto, a categoria de bronzeadores também ajudou a “puxar” esse índice elevado. A ausência deles, principalmente da marca Sundown, também levou os consumidores à desistência. Dos demais entrevistados, 56% fizeram uma compra igual ao que haviam previsto; 7% substituíram e 10% compraram por impulso itens da categoria de cosméticos. A pesquisa revelou ainda que 43% das pessoas que compraram essa categoria decidiram a marca apenas dentro do PDV.

MEDICAMENTOS

Os medicamentos são responsáveis por um significativo número de pessoas que desistem de compras planejadas. Do total de pessoas que saiu da farmácia, 16% desistiu da compra devido à falta do medicamento que precisavam; 76% compraram o mesmo que pensavam no momento em que entravam na loja; e 4% substituíram ou por indicação do farmacista ou por genéricos e outros de preços menores. Os demais 4% compraram medicamentos por impulso e, em quase 100% dos casos, um MIP.

Isso se explica pela característica cultural do brasileiro, que sempre tem uma “farmacinha” em casa. Pensando nisso, o canal farma deve refletir novas formas de exposição, principalmente de medicamentos isentos de prescrição médica. A maioria dos entrevistados que entrou na loja com a intenção de comprar MIP’s reclamou, na saída, da dificuldade em localizá-los. A exposição mal feita obrigou esses consumidores a pedir ajuda aos atendentes.

MERCHANDISING

Ao contrário do que se imagina, materiais de merchandising não influenciam os consumidores de maneira tão significativa, visto que somente 30% dos entrevistados expostos a materiais de comunicação lembraram do estímulo ao sair da loja. Contudo, isso não quer dizer que a decisão de compra dos demais não tenha sido influenciada pela comunicação visual.

Em 99% dos estabelecimentos visitados, esse tipo de material estava presente e, em cada um deles, a média era de 7,9 expostos. No entanto, a pesquisa revelou que, apesar de não perceber, a maioria dos entrevistados interagiu com o merchandising de alguma forma. Foi constatado que o material que mais chama atenção do consumidor é o display de balcão, seguido por banneres, folhetos e encartes informativos, que foram lidos por 59% dos consumidores.

Com relação a isso, vale uma dica: o ideal é que o material seja simples, tenha destaque e contenha informações objetivas. Quanto à sua exposição, recomenda-se que sejam colocados na entrada, no balcão ou no caixa.

RELAÇÃO COM AS MARCAS

A grande maioria dos entrevistados (75%) afirmou que a escolha da marca do produto que procuravam já havia sido decidida no momento em que entraram no PDV. Interessante é observar que embora o tripé marca, preço e promoção tenha papel fundamental na decisão de compra, a relação com as marcas será mais ou menos importante em função do nível de apego ou grau de segurança relacionado ao produto.

Exatamente por isso que grande parte desses 75% pertencia, basicamente, a dois grupos: mães, que buscam produtos para bebês, e pessoas das classes mais baixas. Ambos os grupos se atentam pouco a preços e pensam, exclusivamente, em segurança. Esse público não pode errar na decisão de compra, e isso justifica a fidelidade.

O CANAL FARMA MUDOU

Atualmente, o canal farma desfruta de uma posição privilegiada frente aos consumidores dos artigos de higiene e beleza. A pesquisa revelou, ainda, que grande parte dos entrevistados sente que o canal farma “mudou”, e essa mudança diz respeito à idéia de que, hoje, esse canal apresenta preços compatíveis aos demais pontos-de-venda, como supermercados e perfumarias. Essa observação foi feita, principalmente, por mulheres pertencentes à classe C.

Além disso, a farmácia passa a ser vista como um espaço de saúde e bem-estar, atributos diretamente ligados à segurança e prazer, e é por isso que o consumidor estreita cada vez mais sua relação com o canal, valorizando seus diferenciais (variedade de mix, comodidade, informação, proximidade e segurança). A “nova farma”, por concentrar necessidades, confirma-se como o PDV predileto para quem busca solução em pouco tempo: segundo dados da pesquisa, cada consumidor fica, em média, cinco minutos dentro da loja.

A pesquisa revelou também que um dos pontos mais fortes das farmácias reside na questão do atendimento, que pode ser determinante no momento de se efetivar a compra. Informações e indicações de produtos, solução de dúvidas e auxílio na decisão de compra são muito valorizados.

Ao mesmo tempo, falta de esclarecimento e pressão por parte dos atendentes, tanto no que diz respeito a produtos e promoções como em relação ao cerco ao cliente, são vistos de forma extremamente negativa. Percebe-se claramente que o que o cliente da farmácia precisa é de atenção, presteza e agilidade no atendimento – ele quer apenas ser bem atendido, ter um atendimento personalizado.

Fonte: Revista Mais Sucesso



120 Comentários

  • If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  • Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.

  • Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  • Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.

  • Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.

  • Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

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  • Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

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  • The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

  • The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

  • The new Zune browser is surprisingly good, but not as good as the iPod’s. It works well, but isn’t as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that’s not an issue, but if you’re planning to browse the web alot from your PMP then the iPod’s larger screen and better browser may be important.

  • Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

  • The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

  • Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  • I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  • Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  • Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  • The new Zune browser is surprisingly good, but not as good as the iPod’s. It works well, but isn’t as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that’s not an issue, but if you’re planning to browse the web alot from your PMP then the iPod’s larger screen and better browser may be important.

  • Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

  • Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  • This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  • Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  • Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  • Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  • This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  • The new Zune browser is surprisingly good, but not as good as the iPod’s. It works well, but isn’t as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that’s not an issue, but if you’re planning to browse the web alot from your PMP then the iPod’s larger screen and better browser may be important.

  • The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

  • The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

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  • Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  • Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  • Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.

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  • Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  • The new Zune browser is surprisingly good, but not as good as the iPod’s. It works well, but isn’t as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that’s not an issue, but if you’re planning to browse the web alot from your PMP then the iPod’s larger screen and better browser may be important.

  • I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  • This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  • Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

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  • This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  • I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

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  • The new Zune browser is surprisingly good, but not as good as the iPod’s. It works well, but isn’t as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that’s not an issue, but if you’re planning to browse the web alot from your PMP then the iPod’s larger screen and better browser may be important.

  • Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  • I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

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  • This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

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  • Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  • The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

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