A preliminary investigation into customers perceptions of the image of retail pharmacies in South Africa

Abstract

Background - The work scope of retail pharmacists in South Africa has changed considerably over the past few decades. A retail strategy is needed to adapt to these changes and challenges. One of the controllable variables of a retail strategy is store image. For a retail pharmacy, store image consists of factors relating to the pharmacist and factors relating to the pharmacy. Objective - The primary aim of the study was to investigate the image of retail pharmacists and pharmacies in Port Elizabeth, South Africa, in an attempt to supplement knowledge regarding the business aspects of retail pharmacy and to provide a model for a further and more detailed investigation into image research. Method - Empirical survey consisting of telephone interviews with pharmacy customers. A structured questionnaire was used to investigate the image of pharmacists and pharmacies. Setting - The study was undertaken in Port Elizabeth, South Africa. Two hundred customers from four different pharmacies were selected using systematic random sampling. Key findings - It was found that pharmacists and pharmacies had an exceptionally favourable image among the general public. The professional element contributed greatly to this positive image. Conclusion - The future will require a delicate balance between the professional and business aspects of retail pharmacy, and this aspect should be investigated further. A more detailed study into customers' perceptions of the image of retail pharmacists and pharmacies is necessary to determine how the image of pharmacy as a profession is changing.