MEASUREMENT OF BRAND STRENGTHOF A DOMESTIC SYSTEM OFDRUG STORES IN VIETNAM
 
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University of Medicine Pham Ngoc Thach, Ho Chi Minh City 70000
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University of Medicine and Pharmacy at Ho Chi Minh City 70000
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Buon Ma Thuot University
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Pham Ngoc Thach University of Medicine, Ho Chi Minh City 70000
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Ton Duc Thang University
Online publication date: 2018-05-16
Publication date: 2018-05-16
 
Eurasian J Anal Chem 2018;13(3):emEJAC04007
 
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ABSTRACT
Introduction:The introduction of the Good Pharmacy Practice (GPP) standards hasbegun a new trend in the retail drug business and pharmacy system model. In implementing GPP, drugstore chains have shown the strengths and advantages in comparison to the business models of independent pharmacies. As a system model, the pharmacy chain haslong been familiar inmany foreign countries, but it is still new and as yethas not gained popularity in Vietnam. Vietnam’s retail drug enterprises should embrace the strengths of this model to compete with pharmacy brands worldwide, especiallytoensurethe newly implemented pharmacy system is positively perceivedby consumers. Objective: This study was carried out to help retail drug enterprises establish and maintain their brand images in consumers’estimation in the domestic system of drugstores (DSDs) and suggests appropriate solutions to elevate these brands. Methods: A cross-sectional study was performed using a study cohort ofcustomers who buy products in theDSD pharmacy system and the surrounding residential area within ahundredmetre radius. Qualitative research was used to build and complete the questionnaires. Quantitative research was used to collect and analyse survey data. Results:Current brand-building activities of DSDsare not effective and require more attention and improvement, especially ascomparedto the brand strength of DSD competitors. The study identified that the index of brand strength of DSDshave an average score of 43.3%. Assessing the level of customer satisfaction with DSDwasrelatively satisfactory;however, it became clear that each facility needs to decrease its respective limitations,as thesewere not appreciated by customers, and continue to promote its advantages to thrive in the future. Based on the survey result, the subject proposes a number of solutions to elevate the brand of DSD. Conclusion:DSDs met the customers’ requirements quite well, creating trust and a sense of privacy place in the minds of customers. However, DSDsneed to continue to develop their advantages and improve upon their limitations in order to develop more strongly in the future.
eISSN:1306-3057