The Impact of Prices and Distribution on Customer Satisfaction in the Pharmaceutical Industry of Kazakhstan
Omir A. Bekbossinova A. Sabden O. Kireyeva A.A.
2024Korea Distribution Science Association (KODISA)
Journal of Distribution Science
2024#22Issue 783 - 94 pp.
Purpose: This article aims to investigate the influence of pricing and distribution on the level of satisfaction and purchase decisions among consumers of pharmaceutical products in Kazakhstan. Research design, data, and methodology: A mixed-methods research design was utilized, incorporating primary and secondary data. Primary data were collected through a survey administered to customers across various pharmacy types, with 100 valid responses analyzed. Secondary data involved an extensive review of existing literature and analysis of national statistics concerning the pharmaceutical market trends from 2008 to 2022. Results: The results reveal a complex relationship between price perceptions and customer satisfaction. A significant segment of the population views current drug prices as high, which affects their satisfaction levels and purchase decisions. The study also highlights the importance of service quality in enhancing customer satisfaction, suggesting that service improvements could mitigate some of the negative perceptions of pricing. Conclusions: This research contributes to the limited but growing body of knowledge on the impact of pricing strategies on consumer satisfaction in the pharmaceutical sectors of developing countries like Kazakhstan. Focusing on economic and behavioral aspects, this study provides a more holistic understanding of the factors driving consumer satisfaction and purchase behaviors in this critical sector.
Consumer Behavior , Customer Satisfaction , Distribution , Kazakhstan , Market Strategies , Pricing , Satisfaction
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Turan University, Almaty, Kazakhstan
University of International Business, Almaty, Kazakhstan
Institute of Economics of the Ministry of Education and Science of RK, Almaty, Kazakhstan
Institute of Economics of the Ministry of Science and Higher Education of RK, Almaty, Kazakhstan
Turan University
University of International Business
Institute of Economics of the Ministry of Education and Science of RK
Institute of Economics of the Ministry of Science and Higher Education of RK
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