Abstract
This research was conducted with 47 consumers of pharmacy and 5 managers of pharmaceutical establishments. The objective was to highlight the influencing factors of consumer behavior pharmaceuticals. The interviews were conducted with consumers and managers of pharmacies. All content was transcribed and analyzed using content analysis. we opted for categorizing and it reached 8 categories of analysis (customer service, lack of pharmaceutical care, lack of products handled, price and payment conditions, medical indication, point of sale, comfort, variety of products). The results show that price and service work as attractive and differentiation, and that the price has a greater influence on consumer decision. Other factors such as medical indication, point of sale, variety of products also have a strong influence at the time of purchase decision. Finally, we reached the final two categories which are the two factors that influence the purchase decision of the consumer: Factors of Customer Relations and tangible factors.