European International Journal of Multidisciplinary Research
and Management Studies
79
https://eipublication.com/index.php/eijmrms
TYPE
Original Research
PAGE NO.
79-82
DOI
OPEN ACCESS
SUBMITED
25 March 2025
ACCEPTED
21 April 2025
PUBLISHED
23 May 2025
VOLUME
Vol.05 Issue05 2025
COPYRIGHT
© 2025 Original content from this work may be used under the terms
of the creative commons attributes 4.0 License.
The Range of Medicines in
The City of Samarkand: A
Marketing Analysis
Makhmudova Maftuna Mehrojovna
Pharmacology and pharmaceutical technologies, Samarkand State
Medical University, Uzbekistan
Rayimqulova Ch.A.
Scientific adviser, PhD, Pharmacology and pharmaceutical technologies,
Samarkand State Medical University, Uzbekistan
Abstract:
This research offers a thorough marketing
analysis of the diverse selection of medications that are
accessible in Samarkand, Uzbekistan. The objective of
the investigation is to assess the pricing strategies,
availability, and variety of pharmaceuticals in local
pharmacies. This paper identifies critical trends and
challenges in the pharmaceutical sector by evaluating
market dynamics, consumer preferences, and
regulatory influences. The results indicate a wide
variety of products, but they also emphasise the need
for significant improvement in affordability and
accessibility. This research contributes to the
comprehension of the pharmaceutical landscape in
Samarkand, offering valuable insights to stakeholders
such as policymakers, healthcare providers, and
pharmaceutical companies.
Keywords:
Pharmaceutical marketing, Samarkand,
healthcare access, pharmaceutical availability, pricing
strategies, and consumer preferences.
Introduction:
The pharmaceutical market is a
significant factor in public health, as it affects the
delivery of healthcare and the outcomes of treatment.
It is imperative to comprehend the market dynamics of
pharmaceuticals in developing regions, such as
Samarkand, to guarantee that citizens have access to
essential medications. The objective of this
investigation is to evaluate the present selection of
medications accessible in Samarkand, with an emphasis
on consumer preferences, pricing strategies, and the
European International Journal of Multidisciplinary Research
and Management Studies
80
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European International Journal of Multidisciplinary Research and Management Studies
diversity of products. The insights obtained from this
analysis can provide stakeholders with information
regarding potential areas for strategic development
and advancement in the local pharmaceutical market.
Goals
The primary objectives of this research are as follows:
1. To evaluate the availability and variety of medicines
in pharmacies throughout Samarkand.
2. To evaluate the pricing strategies implemented by
neighbourhood pharmacies.
3. To assess the purchasing behaviour and preferences
of consumers with respect to pharmaceuticals.
4. To ascertain the obstacles encountered by the
pharmaceutical industry in Samarkand.
METHODS
This investigation implements a mixed-methods
approach, which integrates quantitative and qualitative
data collection methodologies. Market surveys,
consumer questionnaires, and interviews with
pharmacy managers comprise the methodologies
implemented.
Market Surveys A representative sample of pharmacies
throughout Samarkand was surveyed to determine the
current state of the market. The pharmacy assortment
encompassed
both
chain
and
independent
establishments. The surveys collected data on the
following: - The types of medications that are available:
A exhaustive inventory of prescription and over-the-
counter (OTC) medications was compiled.
Pricing information: The pricing strategies were
analysed by documenting the prices of a variety of
commonly used medications.
Interviews
In order to acquire a deeper understanding of the
operational aspects of the pharmacies, such as
inventory management, supply chain challenges, and
customer service practices, semi-structured interviews
were conducted with pharmacy managers and staff.
The quantitative findings from the market surveys were
supplemented by the qualitative data obtained from
these interviews.
Questionnaires for consumers
Consumers who visited pharmacies were asked to
complete a survey regarding their satisfaction with the
pharmaceutical products available, preferences, and
purchasing behaviour. The questionnaire encompassed
enquiries regarding the frequency of pharmacy visits.
• Factors that influence purchasing decisions
, such as
price, brand loyalty, and availability • Satisfaction with
the selection of medications available
Outcomes
The Availability and Variety of Medicines
The market survey demonstrated that pharmacies in
Samarkand provide a diverse selection of medications,
such as:
•Prescription medications: A wide range of antibiotics,
antihypertensives, and analgesics. •OTC medications:
Commonly used analgesics, cold and flu medications,
and dietary supplements.
In spite of this diversity, the region is experiencing an
increase in the prevalence of chronic conditions,
including cardiovascular diseases and diabetes, which
necessitate the availability of specialised medications.
Pricing Strategies The analysis of pricing strategies
revealed substantial variation in the prices of
medications among pharmacies. Key discoveries
consist of:
•Price Disparities: Independent and chain pharmacies
offered significantly different prices for the same
medication, with chain pharmacies frequently offering
lower prices as a result of volume purchasing
agreements.
•Discount Offers: In an effort to entice consumers,
certain pharmacies implemented seasonal discounts
and loyalty programs, which had a positive impact on
consumer purchasing behaviour.
Consumer Preferences and Purchasing Behaviour
Consumer surveys offered valuable insights into
consumer purchasing behaviour:
•Visit Frequency: The majority of consumers reported
visiting pharmacies at least once a month, suggesting a
consistent need for medications.
•Influential Fact
ors: Price was designated as the most
critical factor influencing purchasing decisions,
followed by product availability and brand reputation.
•Satisfaction Levels: Although the selection of over
-
the-counter medications was well-received by a
significant number of consumers, there were
apprehensions regarding the availability of prescription
medications, particularly those for chronic conditions.
Obstacles in the Pharmaceutical Industry
In Samarkand, the pharmaceutical sector faced
numerous obstacles:
•Supply Chain Issues: Pharmacy administrators
reported experiencing challenges in ensuring a
consistent supply of medications, particularly
specialised products.
•Regulatory Obstacles: Pha
rmacies encountered
difficulties in adhering to local regulations, which
affected their potential to stock specific medications.
European International Journal of Multidisciplinary Research
and Management Studies
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European International Journal of Multidisciplinary Research and Management Studies
CONCLUSION
The pharmaceutical market in Samarkand is
characterised by a diverse spectrum of medicines,
which presents substantial opportunities for growth
and development from the perspective of marketing
analysis. Despite the fact that pharmacies provide a
wide range of medications, obstacles remain in the
form of pricing, accessibility, and supply chain
management. The results emphasise the necessity of
strategic
interventions
by
policymakers
and
stakeholders to improve the pharmaceutical landscape
in Samarkand.
Future research should concentrate on longitudinal
studies to evaluate the effects of regulatory changes,
investigate the potential for expanding access to
essential medications, and monitor changes in the
pharmaceutical market. Stakeholders can enhance
public health outcomes and guarantee that the citizens
of Samarkand have access to the necessary
pharmaceuticals
by
addressing
the
identified
challenges.
In addition, it will be essential to cultivate a more
robust pharmaceutical sector that effectively addresses
the
community's
requirements
by
cultivating
collaboration among pharmacies, healthcare providers,
and government agencies.
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