Lucía Ordoñez-Hernández
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Norma Otilia Calderón-Río
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María Pilar Palomar-Fuentes
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Elide Ana Korac Domínguez-Villa
The pharmaceutical industry is currently one of the most viable businesses nationally and internationally. There is a growth in investment for the creation and expansion of pharmacies, as well as in research and development of treatments; The expansion of large patent medicine pharmacies, similar pharmacies, and interchangeable generic pharmacies has led Mexico to occupy second place in Latin America in this sector. This research studies the business model of GI pharmacies, a growing concept, which has made it position itself in the market in any region of the country. The research is descriptive, and the objective is to know the profile of the consumer, which helps to understand the purchasing behavior, to increase the degree of satisfaction and thus achieve a better position in this widely competitive market. The variables considered for this study are: demographic, geographic, psychographic and behavioral. All of them make up the consumer profile, where a description of the selected client is established as an objective that will help us determine the purchase preference.