31-29 IMPACTUL BRANDURILOR FARMACEUTICE ASUPRA DECIZIEI DE CUMPĂRARE ÎN RÂNDUL CONSUMATORILOR – STUDIU DE CAZ
IMPACT ON PHARMACEUTICAL BRANDS AMONG DRUG PURCHASE DECISION – A CASE STUDY
This study aimed to provide answers on the impact of medicines promotions on consumer behaviour. Article consists of the synthesis of the literature in the field of sales of medicinal products, analyse the current state of the theme and issues relating to the improvement of consumer behaviour on buying medicines, influenced by using modern means of promotion by pharmaceuticals brands. The article originality is provided by exploratory research undertaken, literature synthesis which provides an understanding of the mechanism of drug consumption behaviour under the influence of modern methods of promotion.
Keywords: brand medicines, consumer behaviour, market Cuvinte cheie: brand de medicamente, comportamentul consumatorilor, piața farmaceutică