Pharma Audit
Background
A Retail Audit methodology is proposed whereby the results provided will be
in a detailed quantitative report format. The concept of the Retail Audit
entails that by looking at a carefully selected representative sample of outlets
on a continuous basis, an overall picture of the total market being studied
can be obtained.
Objectives
The main objective of the study is to
study certain segments of the pharmaceutical
industry on a regular basis, using selective variants that together contribute
to approximately 80% - 90% of the volume of sales of each segment. The
study helps to identify possible weakness, strengths and marketing opportunities.
The objectives are as follows:
- Quantification of the market volume and market value
- Identification of key players based on brand volume and brand value shares
Methodology
Recruitment of pharmacies is done through a random sample selection, thereby
ensuring a representative sample of the universe.
RAI Consultants carries out the fieldwork and coding for the study. The
fieldwork uses a combination of Diary Method and scanner data.
Sample Structure
A representative sample covering all the districts of Cyprus is carefully selected
based on the RAI 2007 Retail Census.
The panel for the study consists of approximately 20% of the universe of pharmacies
stratified on a geographical basis.
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