From purely physical to purely online pharmacies: exploring different shopper profiles and discussing some widespread beliefs
Academic Article in Scopus
Purpose: Up until now, some internet shopper profiles based on certain findings have been generally accepted. It is widely believed that internet shoppers tend to be more innovative, less averse to risk, more variety-seeking, more information-seeking, more impulsive and more interested in pursuing convenience. This paper aims to discuss some of these assumed characteristics by contrasting and comparing customers of three different types of pharmacies. Design/methodology/approach: Three exploratory-descriptive design studies are conducted to profile customers from three different types of pharmacies in Mexico. Data from three samples are assessed, including 198 customers of physical drugstores without an e-channel, 150 customers of physical pharmacies with an e-channel and 271 customers of online pharmacies. Findings: Shoppers from physical pharmacies purchase more food and drinks than actual medicine. Shoppers from physical pharmacies with e-channels tend to use the internet to acquire information about pharmaceutical products but do not make purchases online; they prefer to obtain products immediately from a physical drugstore instead of waiting for delivery from an e-channel. Contrasting with the two former customer types, shoppers who use e-pharmacies are specific in the numbers and types of products they purchase, medicines being the main priority. Originality/value: The three types of customers and their preferred shopping platforms may show important profile differences. Despite the evidence in previous literature, shoppers at physical pharmacies are not necessarily non-convenience oriented (time and effort), noninformation analyzing, non-price conscious or less positive in their attitude about shopping; instead, they may simply be averse to technology.
