MARKETING RESEARCH OF ORGANIC HERBAL MEDICINES CONSUMERS’ BEHAVIOR

Purpose of research. The research is to study the opinions of doctors regarding the phenomenon of consumers choosing organic herbal medicines.
Research methodology. Is to conduct a qualitative research, consisting of a series of semi-structured interviews with doctors. Non-Probability Sampling Method was chosen.
Originality /value of research. Of the work lies in the choice of qualitative research design, interviews with experts - doctors, because they can provide in-depth data on patients' attitudes to organic medicines and the reasons for their purchase.
Research results. Of the study, it was found that the greatest influence on consumer choice is exerted by such factors as safety, effectiveness and quality of organic herbal medicines. Also, when choosing or refusing organic herbal medicines, consumers take into account such factors as awareness, word of mouth and advertising, which can be attributed to marketing factors. Theoretical conclusions are obtained that the hedonistic theory can be applied to explain consumer behavior in relation to organic medicines. The results also introduce practical importance, as they can serve as guidance to domestic manufacturers of organic drugs.

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