Shopper está menos fiel e preço continua importante

ifepec pesquisa edison

Publicado 15/04/2016

Após seis anos de publicar as primeiras pesquisas voltadas exclusivamente para analisar o mercado de pequenas farmácias – ou seja, o universo das lojas associadas às redes afiliadas à FEBRAFAR –, a Federação repetiu a dose. Desta vez, a pesquisa foi realizada pelo IFEPEC – Instituto Febrafar de Pesquisa e Educação Continuada com parceria da Universidade de Campinas (Unicamp). Mas o responsável técnico continua sendo o professor Rodnei Domingues.

A primeira pesquisa tinha o objetivo de verificar o comportamento do consumidor na escolha do ponto de venda, intitulada “Que fatores influenciam o consumidor” a escolher determinada farmácia para efetuar suas compras?. O objetivo era utilizar a mesma metodologia aplicada na pesquisa anterior, com o mesmo número de consumidores e comparar os resultados da atual pesquisa em relação a aquela realizada em 2010.

ifepec pesquisa rodnei

O primeiro destaque da pesquisa é que a fidelidade à loja teve uma queda significativa, ainda que continue sendo quase 50%.

Pesquisas - info 01

Os PBMs, que antes não estavam presentes em todas as farmácias, ganharam nova conotação. Mas isso não significa que ficaram menos importantes. Como atualmente estes programas estão mais difundidos.

Pesquisas - info 02

Outro item da pesquisa foi descobrir o que não fazer na farmácia. Ou seja, os critérios de exclusão da escolha da farmácia apontados pelos consumidores.

Pesquisas - info 03

Como pode se observar, o preço continua sendo um fator expressivo na decisão de escolha do ponto de venda onde realizar a compra. De 2010 para 2016, caiu expressivamente o número de pessoas que declaram não fazer nenhuma pesquisa de preço antes da compra, de 82% para 28%. De uma amostra de 1287 pessoas, 57% declararam fazer pesquisa de preços rotineiramente.

Mas quando os pesquisadores foram perguntar para quem acabava de sair de uma farmácia após realizar uma compra, a resposta era diferente. Por isso, o professor Rodnei afirma a importância de saber interpretar a pesquisa.

Pesquisas - info 04

Os entrevistados que assumiram não ter pesquisado preço justificaram que acreditam que aquela farmácia tem um bom preço (33%); sabem o preço que é praticado no mercado (29%); precisavam comprar logo o produto e não tiveram tempo de pesquisar (16%).

A percepção do consumidor em relação ao preço continua sendo influenciada por: ações de marketing como programas de fidelidade e campanhas que enfatizam a melhor relação custo x benefício; comparação de preços de medicamentos de uso contínuo entre diversas farmácias; e comparação de Produtos HPC com outros destinados ao mesmo fim que estão expostos na mesma farmácia.

Pesquisas - info 05

O professor Rodnei afirmou que a pesquisa teve como conclusão que a opção por determinada farmácia continua sendo o resultado de um pensamento sistêmico influenciado por esses seis fatores. Além disso, a preferência do consumidor está cada vez mais relacionada a estratégias de marketing e de fidelização com ênfase na relação custo versus benefício.

Fonte: Assessoria de Comunicação FEBRAFAR

Fotos: Alexandre Machado

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