Association of Marketing Mix 8Ps with Post-pharmacy Service Behavior of Consumers in Mueang Si Sa Ket District

Abstract

     This study aimed to explore the association of marketing mix 8Ps with post-pharmacy service behavior of consumers in Mueang Si Sa Ket District. The marketing mix 8Ps investigated in this study were product, price, place, people, promotion, physical evidence, process, productivity and service quality. A survey questionnaire was used to collect personal information, opinion on marketing 8Ps and post-pharmacy service behavior of consumers (i.e. repurchase and pass on) from consumers who had just finished getting services from drugstores. There were 154 responders from 10 drugstores; most of them were Thai women (72.1%) aged between 40-59 years old (50.6%) with up to 41.6% lower than high school educational background. Their most frequent job was farmer (29.9%) and 39.6% of them received monthly income lower than 10,000 baht. Most responders (81.8%) came to the drugstores to seek for medicine. The result of this study showed that on average product, price, place, people, physical evidence and service quality were considered as the most important strategies for choosing the drugstores to get the services; while promotion and process strategies were considered as important in less degree.  However, the association of marketing mix 8Ps with the post-pharmacy service behavior could not be determined because nearly all of the responders had intention for repurchase and word of mouth (99% and 96%, respectively).