Merchandising in the pharmaceutical segment: an evaluation of the applicability of this tool in Salvador pharmacies.

Abstract

This article aims to assess how the merchandising and your techniques are applied in the major pharmaceutical chains in Salvador, checking how such that application influences consumer buying decision. Regarding the methodological approach, initially broke up the collection of secondary data by performing a literature search in the sparse literature on the subject. In the field research phase, we opted for a non-participant observation for survey of merchandising techniques in the units studied and to know the perception of consumers was chosen as data collection instrument, we used the questionnaire applied with consumers of pharmaceutical products. The collected data were tabulated and analyzed using a statistical software, Sphinx. The main result, there was the importance of this marketing tool for this retail segment - the segment uses it influencing the repositioning of the brands and creating clear options to choose from, as the way to put the product in evidence provides convenience to the final consumer .