Analysis of consumer behavior in the population with myocardial infarction on the market of medical and pharmaceutical goods and services

Introduction. The study of consumer behavior when choosing the necessary product is aimed at identifying and analyzing the factors that influence the purchasing decision. The findings allow medical and pharmacy practitioners to meet the needs of patients, including those with myocardial infarction (MI), for the necessary medicines in the process of pharmaceutical care. The denoted category of consumers in the country's healthcare system is particularly important in both medical and social contexts. Objective: to analyze needs and preferences in the consumers of medical and pharmaceutical goods and services in the system of pharmaceutical assistance to the population with MI. Material and methods. Data from a questionnaire-based survey of 416 patients with MI were used as primary documentation in the study. Respondents were selected from a random non-repeated sample. The concepts of the questionnaire blocks for studying the needs and preferences in the consumers of medical and pharmaceutical goods and services were considered as a studied phenomenon, which make it possible to identify the patterns of consumer behavior of the population with MI and can serve as a basis for optimizing medical and pharmaceutical care. The material was processed using the Statistica 10.0 program. Results. The needs and preferences of the population with MI, who are consumers of medical and pharmaceutical services, were studied. The sociodemographic characteristics of the members of reference groups were compiled. Data on their health status, medical and pharmaceutical culture were collected. The awareness about preferences in medical and pharmaceutical services, patients' adherence to medical recommendations, and preferences of medical and pharmaceutical services was explored. Conclusion. The performed studies confirm the need for a detailed assessment of customer satisfaction in the treatment of MI. On its basis, it is possible to more effectively form loyal or regular customers, which requires pharmacies to constantly meet consumer preferences and to ensure an improvement in the quality of medical and pharmaceutical care to the population.

myocardial infarction, consumer behavior, reference group