Abstract
Success in the community pharmacy market requires an understanding of the unique needs of market segments. This study examined the patronage motives and demographics of three segments - independent pharmacy patrons, chain pharmacy patrons, and consumers having no usual pharmacy. Results indicated independent patrons were older and more likely to have insurance coverage for prescriptions while consumers with no usual harmacy were younger and purchased fewer prescriptions. Independent patrons attributed most importance to friendly pharmacists. Chain patrons and consumers with no usual pharmacy attributed most importance to prescription prices. Patrons of both chain and independent pharmacies attributed more im onance to professional sewices than did consumers with no usual pharmacy.