DECIS O DE COMPRA: FATORES IGUAIS, PESOS DIFERENTES; VIS O DO CONSUMIDOR, SOBRE AS PEQUENAS E GRANDES REDES DE FARMáCIA

The goal of this study was to discuss the buying decision, as a phenomenon that can be configured differently for the consumer, even if their objectives, the product, the factors influencing on such a decision, the deal and the agencies involved are the same, by nature. Based on inductive method, research exploratory, descriptive and quali-quantitative, was made by means of a semi-structured form applied by researchers, along with consumers of pharmaceuticals, in the city of Ituiutaba, Minas Gerais, in the period July 30, 2010 to 05. This concern is justified, whereas the companies involved in the process, although given the same audience, can act differently, by philosophy, by size, by the policies adopted and by location. The main results showed that consumers of pharmaceutical products, gives small pharmacies to purchase preference, because it believes that they provide the best set of attributes or factors influencers in the buying process, or the best cost x benefit, than the pharmacies of the major networks. Also shows that the consumer is able to perfectly, tier those factors.