MARKETING RESEARCH OF MEDICAL SERVICES IN KHABAROVSK

Abstract

This paper provides the medical marketing of Khabarovsk. The authors traced the customer groups, which differed from each other in behaviour pattern in the market, depending on subjective significance of individual marketing factors. Among them the price level, recommendations, and image of medical organization were of importance. Using a basic components method allowed showing the groups of «innovative», «conservative» and «caring for health». The authors stated there was a division of medical service consumers into two groups: those who had price guidepost, and those who considered the service price to be of no importance.