From purely physical to purely online pharmacies: exploring different shopper profiles and discussing some widespread beliefs
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 7 March 2023
Issue publication date: 17 May 2023
Abstract
Purpose
Up until now, some internet shopper profiles based on certain findings have been generally accepted. It is widely believed that internet shoppers tend to be more innovative, less averse to risk, more variety-seeking, more information-seeking, more impulsive and more interested in pursuing convenience. This paper aims to discuss some of these assumed characteristics by contrasting and comparing customers of three different types of pharmacies.
Design/methodology/approach
Three exploratory-descriptive design studies are conducted to profile customers from three different types of pharmacies in Mexico. Data from three samples are assessed, including 198 customers of physical drugstores without an e-channel, 150 customers of physical pharmacies with an e-channel and 271 customers of online pharmacies.
Findings
Shoppers from physical pharmacies purchase more food and drinks than actual medicine. Shoppers from physical pharmacies with e-channels tend to use the internet to acquire information about pharmaceutical products but do not make purchases online; they prefer to obtain products immediately from a physical drugstore instead of waiting for delivery from an e-channel. Contrasting with the two former customer types, shoppers who use e-pharmacies are specific in the numbers and types of products they purchase, medicines being the main priority.
Originality/value
The three types of customers and their preferred shopping platforms may show important profile differences. Despite the evidence in previous literature, shoppers at physical pharmacies are not necessarily non-convenience oriented (time and effort), noninformation analyzing, non-price conscious or less positive in their attitude about shopping; instead, they may simply be averse to technology.
Keywords
Acknowledgements
The author wishes to acknowledge in particular IQVIA Mexico Primary Intelligence for the support provided to this work. In addition, the author gives heartfelt thanks to Rosa Álvarez-Fontano and Arturo Girón for their valuable ideas in the development of the three studies included here. Last, but not least, the author is especially grateful to Itzel Gonzaga, Paulina Lemus, Luis Uribe, Leonardo Morales, Alma Guadarrama, Laura Vigueras, Sharon Quintana, Valeria Alanis, Yamil Dávila, José Ojeda, Diego Montessoro, Alfonso Maguey and Víctor Rodríguez for their considerable and enthusiastic contribution to this endeavor.
Citation
Vera-Martínez, J. (2023), "From purely physical to purely online pharmacies: exploring different shopper profiles and discussing some widespread beliefs", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 17 No. 2, pp. 169-181. https://doi.org/10.1108/IJPHM-08-2021-0088
Publisher
:Emerald Publishing Limited
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