Abstract
Cluster analysis was conducted to segment retail pharmacists based on their likelihood of generic substitution for 17 selected brand-name products, to interpret the various pharmacist segments identified, and to develop a profile of the pharmacist segments identified using such data as demographics, practice characteristics, and perceived importance of factors affecting pharmacists' substitution decisions (perceptual scale). Data were collected through a mail survey. A total of 503 pharmacists were grouped into 4 segments: "likely tosubstitute," "less likely tosubstitute for DyazideB, "less likely to substitute generally," and "unlikely to substitute." Successful profiling demonstrated the usefulness of this segmentation to identify which pharmacists accept more or less generic substitution and suggested valuable marketing implications for the generic industry.