ƏCZAÇILIQ KONTEKSTINDƏ İSTEHLAKÇI DAVRANIŞLARI
CONSUMER BEHAVIOR IN THE PHARMACEUTICAL CONTEXT

Summary/Abstract: Consumer behavior in the pharmaceutical field analyzes how people approach the purchase, use, and decisionmaking of medicines and other health products. Understanding these behaviors helps to develop more effective marketing strategies in the pharmaceutical sector, as well as to better serve health systems. Consumers' decision-making process is based on their personal experiences, doctor's recommendations, social environment, and economic conditions. When choosing a medicine or health product, consumers pay great attention to product quality, price, brand, and reliability. In addition, information sources (the Internet, social media, doctors, and pharmacies) also play an important role in consumer decision-making. For example, in recent years, online information search and the use of social media have increased interest in pharmaceutical products and enabled consumers to make informed decisions. Consumers' behavior in drug use is based on their individual health status, family history, and the severity of health problems. Also, advertising and promotional campaigns can influence consumers' purchasing decisions. Social and cultural factors also shape these behaviors, as attitudes towards pharmaceutical products may differ in different geographical regions and cultures. The study of consumer behavior in the pharmaceutical industry helps pharmacies, drug manufacturers, and healthcare providers optimize marketing strategies. Understanding these behaviors allows for increased customer satisfaction and product development in line with market trends.

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