Maximizing Pharmacy Sales: The Impact of Promotional Strategies
Main Article Content
Keywords
Sales Promotion Tools , Consumer Buying Behavior , Point-Of-Purchase Communication , AIDA Model , Pharmacy Retailing Strategies
Abstract
Objective: This study investigates the impact of various sales promotions on consumer purchasing behavior in pharmacy stores, specifically emphasizing discount promotions, point-of-purchase communication, and free trial samples. Background: The literature study reveals a deficiency in comprehending the long-term impacts of these strategies, particularly concerning the impact of product awareness on the AIDA model. Method: A quantitative research methodology was utilized to gather data from over 300 pharmacy users in Jordan, all of whom were a minimum of 18 years old. Participants individually completed structured questions, and the data analysis was performed utilizing the PLS-SEM methodology and Smart PLS 3 software, concentrating on validating the measurement model and examining structural relationships. Furthermore, internal consistency was evaluated by adhering to an HTMT ratio of 0.90. Results: The investigation has yielded significant empirical data that improves the understanding of sales promotions in the pharmaceutical industry, and the model facilitates the analysis of consumer behavior and the development of effective promotional strategies that can influence consumers and confer a competitive advantage in the market. The study indicates a substantial statistical correlation between the presence of discounted offers and consumer choices. Furthermore, the research indicates that point-of-purchase communication markedly enhances impulse purchasing and aids in differentiating products from competitors. Nonetheless, there is a noted decline in consumer reserves and the quantity of complimentary samples provided. Conclusion: According to these results, product awareness ranks high among the critical success elements for promotional activities. Therefore, to enhance sales and draw more customers, it is imperative to implement these strategies for pharmacy promotion and marketing.
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Maximizing Pharmacy Sales: The Impact of Promotional Strategies. Pharm Pract (Granada) [Internet]. 2026 Mar. 12 [cited 2026 Mar. 26];24(1):1-14. Available from: https://pharmacypractice.org/index.php/pp/article/view/3349
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How to Cite
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Maximizing Pharmacy Sales: The Impact of Promotional Strategies. Pharm Pract (Granada) [Internet]. 2026 Mar. 12 [cited 2026 Mar. 26];24(1):1-14. Available from: https://pharmacypractice.org/index.php/pp/article/view/3349