MARKETING ANALYSIS OF FACTORS OF STRENGTHENING CONSUMER CONFIDENCE IN THE PURCHASE OF OVER-THE-COUNTER MEDICINES BY REMOTE METHOD

Strengthening consumer confidence is one of the key conditions for the further development of retail distance selling of over-the-counter medicines. The aim is to conduct a marketing analysis of factors influencing the strengthening of consumer confidence in the purchase of over-the-counter (OTC) drugs remotely. Materials and methods. The survey involved 489 target consumers. The significance of 27 factors was assessed using the method of individual scoring on a Likert scale, and their effectiveness was determined on a 5-point scale using a developed structured questionnaire. Results and discussion. The conducted marketing analysis showed a fairly high level of significance of the studied factors. A significant predominance of "positive assessments" (82,2±7,9%) in the overall frequency ratio, as well as their prevalence in the least important factors (about 70%) confirmed the correctness of the developed hypotheses and the possibility of using factors to strengthen consumer confidence in the remote purchase of OTC drugs. The efficiency of the studied factors corresponded to the average level (composite parametric index equals 4,1). Conclusion. The results of the marketing analysis showed the need for further research to understand the behavioural mechanism of consumer confidence building in relation to the remote purchase of OTC medicines.