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Doctoral Thesis
DOI
Document
Author
Full name
Tatiana Ferrara Barros
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2019
Supervisor
Committee
Campomar, Marcos Cortez (President)
Romeiro, Maria do Carmo
Shiraishi, Guilherme de Farias
Silveira, Natani Carolina
Title in Portuguese
As atividades de marketing no varejo farmacêutico: um estudo em farmácias independentes e redes
Keywords in Portuguese
Marketing
Marketing farmacêutico
Varejo
Abstract in Portuguese
As drogarias são o único canal de distribuição que tem autorização, no Brasil, para a venda de medicamentos. Este setor está submetido a uma série de legislações que regulam o seu funcionamento. Existem regulamentações para a precificação, promoção e venda por meio de comércio eletrônico. Além de medicamentos, no Brasil, a legislação estabelece que as farmácias podem oferecer também cosméticos, produtos de higiene, suplementos alimentares e ainda prestar serviços farmacêuticos. Há diversos tipos de varejo farmacêuticos: farmácias independentes, pequenas, médias e grandes redes que podem ainda pertencer a formatos como associativismo e franquias. Dada a complexidade das drogarias é relevante um estudo sobre como são desenvolvidas as atividades de marketing neste setor, uma vez que poucos trabalhos discutem o tema. Sendo Assim, o presente trabalho propõe-se a verificar quais as atividades de marketing são desenvolvidas pelos varejistas do setor farmacêutico, em especial as drogarias. Para atender ao objetivo proposto foi realizada uma pesquisa de campo utilizando como método a entrevista em profundidade com oito profissionais que atuam em drogarias e que são responsáveis pelas decisões de marketing. Como resultado pode-se perceber que dentre as empresas entrevistadas há um alto grau de profissionalização nas atividades de marketing, mesmo em farmácias de pequeno porte.
Title in English
Marketng activies by retail shops on the pharmaceutical sector: a study of drugstores
Keywords in English
Marketing
Pharmaceutical marketing
Retail
Abstract in English
In Brazil, the only government-authorized distribution channel of medicines are drugstores. These branches are regularized by thorough legislation, discussing prices, advertising, e-commerce rules and other functions shops can take upon themselves, such as providing pharmaceutical services and selling cosmetics, hygiene products and dietary supplements. There are a handful of different types of pharmaceutical retail, ranging from independent drugstores to a wide range of networks, which vary in size and in business model. Given the this type of retail´s complexity and the reduced number of scientific articles on this theme, it is relevant to develop a study discussing exactly these points. With this in mind, this research intends to verify which marketing activities are developed by retail shops on the pharmaceutical sector, especially by drugstores.In order to accomplish that, field research was conducted, using the method of in-depth interview, with a total of eight participants, all of which were people who work at drugstores and who are involved in marketing decisions. Results show a high-degree of specialization among these employees, even in drugstores considered small.
 
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OriginalTatiana.pdf (2.09 Mbytes)
Publishing Date
2019-04-17
 
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