Identifying consumers of pharmaceutical products and developing their sustainable loyalty

Novosibirsk State Technical University, Novosibirsk, Russia

Abstract

This research addresses a critical issue in the pharmaceutical industry – identifying loyal and consistent customers. Factors such as the need for stable product demand, reduced marketing expenditures, and expanding customer base underscore the significance of this task. Effective pharmaceutical enterprise management hinges on the accurate identification and retention of steadfast customers. The study highlights the complexities within the sector, necessitating targeted customer analysis approaches. It emphasizes the importance of tailored, innovative methods considering the industry's unique regulatory constraints and characteristics. Factor analysis of customer attributes revealed homogenous groups, leading to the development of strategies to enhance interactions and secure the company's market position.