THE USE OF LAYOUTIZATION AS A MARKETING TOOL IN PHARMACIES

Abstract

This study sought to bring the pharmaceutical retail market and how over time it has been following the marketing process, remaining without exploring this tool of interference on consumer behavior until very recently, showing that this layout method is new in the market. The objective of the present work was to analyze the layout and merchandising strategies in pharmacies. The theme was chosen for the research due to the interest in the area of ​​marketing, and in the development of promotional and sales campaigns and for being a manager of a pharmacy. Having as main relevance to determine the degree of interference of the same in the results of a retail company of the pharmaceutical sector. As a study method, a bibliographic survey was sought, with a qualitative approach and seeking academic articles based on documentary data sources. All articles that corresponded to the topic in question and were from 2018 to 2022 were included in the search. Everything that did not comply with the inclusion criteria were excluded from the search.