SPECIFICITIES OF PHARMACIES RETAIL MIX IN THE CITY OF ZAGREB

Ovim radom se analiziraju specifičnosti elemenata maloprodajnog spleta ljekarni u Gradu Zagrebu. Maloprodajni je splet sinonim za marketinški splet u maloprodaji i elementi koji ga čine razlikuju se kod različitih maloprodavača. Eksplorativno istraživanje je provedeno na uzorku četiriju ljekarni u Gradu Zagrebu, pomoću podsjetnika za intervju. Na temelju rezultata eksplorativnog istraživanja, maloprodajni splet ljekarni sastoji se od asortimana proizvoda i usluga (asortiman usluga obuhvaća dizajn i atmosferu u prodavaonici te ljudske resurse), cijene, promotivnih aktivnosti te lokacije (distribucija se definira u sklopu lokacije). Rezultati istraživanja, također ukazuju, da su dva najvažnija elementa maloprodajnog spleta ispitanih ljekarni, upravo lokacija i kvaliteta usluge (stručnost i ljubaznost zaposlenika u ljekarni, atmosfera i dizajn u ljekarni te dostupnost i ponuda proizvoda). Mogućnost unapređenja poslovanja ljekarni postoji u pridavanju veće pozornosti promotivnim aktivnostima, pogotovo onim primarnim komunikacijskim aktivnostima, gdje neke nisu dovoljno iskorištene, poput osobne prodaje i unapređenja prodaje.This paper analyses elements specificities of pharmacies retail mix in the City of Zagreb. Retail mix is synonymous for marketing mix in retail and elements consisting that retail mix are different for different retailers. Exploratory research is conducted on sample of four pharmacies in the city of Zagreb, by reminder for interview. Based on the results of exploratory research, pharmacies retail mix is consisted of assortment of products and services (assortment of services includes design and atmosphere of the store and human resources), price, promotional activities and location (distribution is analyzed within element of location). Exploratory research results, also indicates, that two the most important elements of pharmacies retail mix are location and quality of service (professionalism and courtesy of employees, design and atmosphere in the store and availability and supply of products). Possibility of improving business operation of pharmacies exists in increased attention to promotional activities, especially those primary comunication activities, where some of activities are not sufficiently utilized, such as personal selling and sales promotion