CUSTOMER SATISFACTION WITH THE SALES OF OTC PHARMACEUTICAL PRODUCTS IN THE LEBANESE MARKET

In the case of the Lebanese pharmaceutical market, the sales of pharmaceutical products are highly regulated by the ministry of public health. This control ranges from the pricing procedures and price setting to the end-consumer sales options passing by the minimum distance allowed between two pharmacies. The entire industry is very closely monitored and organized by the government causing the legal competition that should arise within a free-market to be non-existent. Amongst the various effects that these practices have on the market and the industry, this paper will focus on the establishing the level of the end-users' current satisfaction with the implemented regulations with regards to over-the-counter pharmaceutical products. The main focus will be the opinion of customers on a number of factors that affect the possible competition that would arise between pharmacies through the approval of the government on a number of marketing measures. The article will also attempt to provide a number of recommendations, based on the results obtained, that could be the basis for a law amendment proposal.