RUDN Journal of MedicineRUDN Journal of Medicine2313-02452313-0261Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)3243Research ArticleStudy of consumer behavior in otc drug marketDorofeevaV VDepartment of Management and Economics of Pharmacyan99_63@mail.ruGalkinaG ADepartment of Management and Economics of Pharmacyrudnvestnik@yandex.ruSudarenkoC VDepartment of Management and Economics of Pharmacyrudnvestnik@yandex.ruPeoples’ Friendship University of Russia150220132273207092016Copyright © 2013,2013The article is devoted to research of consumer behavior in the pharmaceutical market. Authors scientifically proved approaches to its investigation according to peculiarities of formation of OTC (OTC — Over The Counter) market. A method of determination of consumer satisfaction is presented and parameters of drugstore activity needing adjustment are revealed. According to loyalty target consumer segments are allocated, for each of which loyalty determinants are defined. The technique of possible development of OTC consumer behavior based on the consumer’s group requirements is offered.pharmaceutical careOTC drugsconsumer behaviorфармацевтическая помощьбезрецептурные лекарственные препаратыпотребительское поведение