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Consumer Behavior

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Dominick's Finer Foods, Inc. is a grocery store chain and subsidiary of Safeway Inc. with locations mainly in the Chicago area, Illinois, USA. Dominick's distribution center is located in Northlake, while its management offices are located in Oak Brook. Dominick’s pharmacy provides professional pharmacy services, immunization services, online prescription refill and saving zone services.

Pharmacy Services Segment
Dominick’s pharmacy’s pharmacists provide professional prescriptions and health advices to customers.
•Explain medications for costumer and provide written information.
•Inform costumer on how to use them safely and effectively. Answer any questions costumer may have about compatibility with costumer’s current medications. Discuss possible side effects.
•Assist in selecting over-the-counter products on any products in Dominick’s pharmacy store's entire health and beauty section.
•Offer immunization services for flu, tetanus and other conditions for adults on a walk-in or appointment basis.
•Provide computerized records of purchases for insurance or income tax purposes.
•Save costumer money on quality, FDA approved generic drugs which often save costumer up to 60% compared to brand names.
•And all Dominick’s services are done with total confidentiality.

Dominick’s pharmacy provides medicine Information to customers
Such as the name of the medicine and what it is supposed to do, how and when to take it and for how long, what foods, beverages, other medicines and activities to avoid while taking the medicine, potential side effects and what to do if they occur and proper storage instructions .

Dominick’s pharmacy provides flexible schedule to customers
Such as customers can refill prescriptions 24 hours a day by phone using the telephone number of their local Dominick's Pharmacy. Or they can order their refill online at Dominicks.com in just a few easy steps.
Transferring prescriptions is just as easy. Any Dominick's pharmacist will be happy to do this when they bring in their old medication bottle.

Dominick’s pharmacy accepts most Insurance Plans and Medicare Part B and Worker’s Compensation.

Dominick’s pharmacy provides Treating Minor Illnesses Services
Minor illness has a habit of striking at the wrong time. When there is work to be done at the office or at home, the last thing customers want is a bad cold, sore throat or headache dragging them down. Fortunately, solutions are as close as our Pharmacy. Dominick’s trained pharmacists can advise on the proper use of both prescription and over-the-counter medicines. They'll answer any questions customers have about choosing the right medicines and give advice on treating everyday illness.

Immunization Service
Dominick’s pharmacy provides immunization services for customer’s business, school campus, senior center, or assisted living facility.

Online prescription refill services
Dominick’s pharmacy provides online prescription refill services to customers.

S.W.O.T. Analysis
Strengths
The membership loyalty card program
Accepts most kinds of insurance plan
Easy access and convenience
In store professional pharmacists and safety medicines
Provides flexible schedule to customers
Lower price
Immunization Service
Provide similar OTC medicines with CVS and Walgreen
Weaknesses
Low brand awareness and smaller market share compare with CVS and Walgreen
No online pharmacy shop
High cost of revenue and operational expenses
Only have 99 stores in Illinois
Opportunities
Aging Baby Boomers bringing up demands in Healthcare sector
Universal Health Care and economy recovery
Potential market share in other states
Threats
 Potential government intervention in health care
 Large distributors entering market as competitors, such as Wal-mart and Target

Target Consumer Analysis

| Age 18-34 w/kids | Age 18-34 no kids | Age 35-54 w/kids | Age 35-54 no kids | Age 55-64 | Above age 65 | UpscaleSuburbs | | TargetJewel-Osco | KmartJewel-OscoTargetWal-MartDominick's | Jewel-OscoTargetWal-MartJewelDominick's | KmartJewel-OscoDominick's | Jewel-Osco.TargetWal-mart | Traditionalfamilies | Wal-MartJewel-Osco | Target | KmartTargetJewel-OscoDominick's | Wal-MartJewel-Osco | Wal-martJewel-Osco | Jewel-OscoDominick's | Mid/upscalesuburbs | | | Jewel-OscoWalgreenCVSDominick's | Jewel-OscoWal-Mart | Jewel-OscoDominick’s | TargetDominick’s | Metro elite | Kmart | Target | Jewel-OscoWalgreenCVS | Dominick's | TargetWal-MartDominick's | Jewel-OscoDominick’s | Working classtowns | KmartTargetWal-Mart | | KmartWal-Mart | KmartJewel-OscoTargetWal-Mart | KmartWal-MartJewel-Osco | TargetWal-martDominick’s | Rural towns& farms | | | KmartWal-MartJewel-Osco | Wal-Mart | KmartWal-martWalgreenCVSJewel-Osco | KmartWal-martJewel-Osco | Mid urbanmelting pot | Jewel-Osco | Dominick’s | KmartTargetWalgreenCVS | | KmartJewel-Osco | Jewel-Osco | Downscaleurban | | | Walgreen,Jewel-Osco | Dominick's | Jewel-OscoWalgreenCVS | Jewel-Osco |
Source: Spectra COPYRIGHT 2008 Gale, Cengage Learning http://findarticles.com
According to the table, we can find that the target consumers of Dominick’s pharmacy are 35-54 with kids or no kids, age 55-64 upscale suburbs people, 35-54 with kids, above age 65 traditional families,35-54 with kids, age 55-64,above age 65 mid/upscale suburbs, 35-54 no kids, age 55-64 or above age 65 metro elite people, above age 65 working class towns people, age 18-34 no kids mid urban melting pot people and age 35-54 no kids downscale urban people. In our opinion, the reasons for them go to the Dominick’s may be it is closer to their work place, the way to the workplace, home, or the way to their home. And they also can do shopping and get their medicine in the same time. It makes their time saved.

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