Triggers to sales of independent drugstores: Who knows best?

This research describes the alignment in perceptions of independent drugstore operators and their customers about the factors on the sales of independent drugstore, as explained by the theory of self concept, as these impacted the profitability of the stores through less costly and effective marketing strategies that matched customers’ requirements. This study utilized a descriptive–survey research design and z-test of proportions. The perceptions of the drugstore operators in San Pablo City, Philippines, reflected most of the needs of the customers. Most of the independent drugstores perceived location and quality of products triggered most the sales of independent drugstores while most customers perceived that it was price. In said areas, this study recommends the pharmaceutical companies to regularly invest in market intelligence with the drugstore operators and occasionally invest in consumer market survey that can be costlier. However, the perceptions differed on customer service, ease of access, and store image that described the lack of marketing efforts of drugstores to enhance self-concepts. This study recommends the drugstore operators to invest in marketing investments that will enhance self-concept and self-recognition of customers to develop common value perceptions with their customers and improve their business profitability. The independent drugstores operated according to the basic needs of their customers considering their income. This study also recommends the researchers to conduct further studies on the varying perceptions about customer service and ease of access between the two stakeholders.