Ebook: Factors Influencing the Purchasing Decision within a Hypercompetitive and Hyperlocalized Market: The Case of the Chilean Pharmacies Market

The study identifies the qualitative and quantitative variables that influence a consumers’ pharmacy
store selection within a hypercompetitive market. The market studied is also characterized by the
hyperlocation of multiple store brands in a relatively close distance.
In addition, the study investigates the average distance a consumer walks from their point of origin
to the store. Qualitative results indicate that emotional and rational influences differ by age group;
however, all groups expect high quality service. Quantitative results indicate store selection is
influenced by the perception of lowest prices, service, product assortment and frequent buyer
discounts. Loyalty was found to be linked to age of the customer. Finally, consumers willing to
compare prices are more likely to walk longer distances. Loyalty reduces such distances by
approximately twenty percent.