Consumer behavior with focus on psychological factors of Belgian Gen Z in pharmacies
Tinel, Elisa (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052817518
https://urn.fi/URN:NBN:fi:amk-2025052817518
Tiivistelmä
The aims of this thesis were to understand how Generation Z behaves in Belgian pharmacies, what factors influence this behavior, and how psychology plays a role in this generation's purchasing decisions. Understanding all this enabled the author to develop recommendations for pharmacies to optimally attract young Belgians.
To achieve this aim, the author of this thesis first established the questions she wanted to answer. She then carried out a great deal of research to develop the theoretical points of her subject, to better understand the context and get a better overview of what she was going to develop next. She explained theoretical points such as the Z generation, marketing strategies, consumer behavior and several factors, as well as the pharmaceutical context in Belgium.
Then, the author developed a questionnaire, to conduct a quantitative survey, which she published on social networks, obtaining 59 responses from the Belgian Gen Z. This enabled her to hear directly from the people most concerned by this thesis, and to understand how young Belgians really behave in the field. Finally, she was able to analyze the results obtained from this questionnaire and develop recommendations and advice for pharmacies, so that they can develop and attract Gen Z to their stores.
At the end of all these steps, it became clear that what would appeal to Generation Z would be the range of products offered by pharmacies, which could be more extensive and varied; the layout of the store, which could be more attractive; the digitalization of pharmacies, which could be more up to date in this respect; and, last but not least, the knowledge and friendliness of pharmacists and staff.
To achieve this aim, the author of this thesis first established the questions she wanted to answer. She then carried out a great deal of research to develop the theoretical points of her subject, to better understand the context and get a better overview of what she was going to develop next. She explained theoretical points such as the Z generation, marketing strategies, consumer behavior and several factors, as well as the pharmaceutical context in Belgium.
Then, the author developed a questionnaire, to conduct a quantitative survey, which she published on social networks, obtaining 59 responses from the Belgian Gen Z. This enabled her to hear directly from the people most concerned by this thesis, and to understand how young Belgians really behave in the field. Finally, she was able to analyze the results obtained from this questionnaire and develop recommendations and advice for pharmacies, so that they can develop and attract Gen Z to their stores.
At the end of all these steps, it became clear that what would appeal to Generation Z would be the range of products offered by pharmacies, which could be more extensive and varied; the layout of the store, which could be more attractive; the digitalization of pharmacies, which could be more up to date in this respect; and, last but not least, the knowledge and friendliness of pharmacists and staff.