The Impact of Prices and Distribution on Customer Satisfaction in the Pharmaceutical Industry of Kazakhstan

• 영문명: The Impact of Prices and Distribution on Customer Satisfaction in the Pharmaceutical Industry of Kazakhstan
• 발행기관: 한국유통과학회
• 저자명: Аida OMIR Assel BEKBOSSINOVA Orazaly SABDEN Anel A. KIREYEVA
• 간행물 정보: 『유통과학연구(JDS)』제22권 제7호, 83~94쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.07.30

국문 초록

Purpose: This article aims to investigate the influence of pricing and distribution on the level of satisfaction and purchase decisions among consumers of pharmaceutical products in Kazakhstan. Research design, data, and methodology: A mixed-methods research design was utilized, incorporating primary and secondary data. Primary data were collected through a survey administered to customers across various pharmacy types, with 100 valid responses analyzed. Secondary data involved an extensive review of existing literature and analysis of national statistics concerning the pharmaceutical market trends from 2008 to 2022. Results: The results reveal a complex relationship between price perceptions and customer satisfaction. A significant segment of the population views current drug prices as high, which affects their satisfaction levels and purchase decisions. The study also highlights the importance of service quality in enhancing customer satisfaction, suggesting that service improvements could mitigate some of the negative perceptions of pricing. Conclusions: This research contributes to the limited but growing body of knowledge on the impact of pricing strategies on consumer satisfaction in the pharmaceutical sectors of developing countries like Kazakhstan. Focusing on economic and behavioral aspects, this study provides a more holistic understanding of the factors driving consumer satisfaction and purchase behaviors in this critical sector.

목차

1. Introduction

2. Literature Review

3. Research Methods

4. Results and Discussion

5. Conclusions

References

키워드

Satisfaction Pricing Consumer Behavior Market Strategies Distribution Customer Satisfaction Kazakhstan