Article history: Received: October 9, 2019 Received in revised format: November 25 2019 Accepted: December 27, 2019 Available online: December 27, 2019 This research aims to identify and evaluate different factors influencing the customer decision in selecting a community pharmacy in the city of Amman, and study the possible impact of branded pharmacy on the selection process. Five main factors were selected based on the literature review, including convenience, physical environment, sales promotions, qualified and experienced pharmacists and customer service and three main hypotheses and twelve sub-hypotheses were developed. A descriptive analytical methodology, quantitative approach, utilizing survey strategy utilizing questionnaire were used. The population of this research consists of customers who decide to choose a community pharmacy which is estimated at 934.5 thousand households. To collect the primary data, a self-administered questionnaire was prepared based on previous studies; 1070 questionnaires were distributed in different community pharmacies in Amman using convenience sample (pharmacy intercept), 801 filtered and screened questionnaires were sent for statistical analyses. The results reveal that customer service factor had the highest effect on customers’ selection of pharmacies, followed by qualified and experienced pharmacists and convenience, respectively. Sales promotions and physical environment have the least impacts on customers’ decision. The results also show that there is a partial statistically significant mediation effect of branded pharmacy on the direct relationship between the selected factors and customers’ pharmacy selection. The demographic variables have no statistically significant moderating effects on the direct relationship between the selected factors and pharmacy selection. Discussion, managerial implications, and future research recommendations are provided. © 2020 by the authors; licensee Growing Science, Canada

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Factors affecting customers selection of community pharmacies: The mediating effect of branded pharmacies and the moderating effect of demographics

Indian organized retail sector is passing through a transformation. This emerging sector is witnessing a momentous change in its investment and growth pattern; both national as well as international players are experimenting with different kinds of new retails formats. Currently two well-liked formats: supermarkets and hypermarkets are getting popularity. The retail players are yet to find the trend of shopping behaviour of Indian customers so that they could devise the method of long lasting bond with their customers. Present study deals with this issue and suggests measure for strengthening the relationship between customers and retail organizations. This study aims to find out the factors affecting selection of a retail store for purchasing household groceries and apparels by consumers in National Capital Region (NCR) and Delhi. The study is based on survey conducted through a structured questionnaire administered by the researcher during customers visit to the store for their shopping. Store service quality as a factor of selection was measured with the help of an instrument called SERVQUAL. Data gathered through the survey was analysed and tested by statistical tools like: Duncan’s mean test and Z test. We found that retail store image, proximity of store from the residence, product quality and assortment, product price and service quality of the store are major factors that affect the consumer’s selection regarding stores for the purchase of house hold items including groceries and apparels. Further this study indicates that age and income of the shoppers are the important determinants affecting the store image and thereby the store choice behaviour.

Amit Kumar Singh

Papers

Customer Demographics and Choice of Retail Store for Household Consumables