MEASUREMENT OF BRAND STRENGTH OF A DOMESTIC SYSTEM OF DRUG STORES IN VIETNAM

Abstract

Introduction: The introduction of the Good Pharmacy Practice (GPP) standards has begun a new
trend in the retail drug business and pharmacy system model. In implementing GPP, drugstore
chains have shown the strengths and advantages in comparison to the business models of
independent pharmacies. As a system model, the pharmacy chain has long been familiar in many
foreign countries, but it is still new and as yet has not gained popularity in Vietnam. Vietnam’s
retail drug enterprises should embrace the strengths of this model to compete with pharmacy
brands worldwide, especially to ensure the newly implemented pharmacy system is positively
perceived by consumers.
Objective: This study was carried out to help retail drug enterprises establish and maintain their
brand images in consumers’ estimation in the domestic system of drugstores (DSDs) and suggests
appropriate solutions to elevate these brands.
Methods: A cross-sectional study was performed using a study cohort of customers who buy
products in the DSD pharmacy system and the surrounding residential area within a hundredmetre radius. Qualitative research was used to build and complete the questionnaires.
Quantitative research was used to collect and analyse survey data.
Results: Current brand-building activities of DSDs are not effective and require more attention
and improvement, especially as compared to the brand strength of DSD competitors. The study
identified that the index of brand strength of DSDs have an average score of 43.3%. Assessing the
level of customer satisfaction with DSD was relatively satisfactory; however, it became clear that
each facility needs to decrease its respective limitations, as these were not appreciated by
customers, and continue to promote its advantages to thrive in the future. Based on the survey
result, the subject proposes a number of solutions to elevate the brand of DSD. Conclusion: DSDs met the customers’ requirements quite well, creating trust and a sense of
privacy place in the minds of customers. However, DSDs need to continue to develop their
advantages and improve upon their limitations in order to develop more strongly in the
future.