Table 5.

Comparative summary of the three customer profiles.

	Cluster 1 (49%)	Cluster 2 (35%)	Cluster 3 (16%)
Demographic characteristics	Younger consumer, either employed or student, high education, low or high income.	Retired with low to moderate education, moderate income.	Retired or unemployed with low to moderate educational level and low income.
Consumer preferences	Do not buy from single pharmacy, formal relationship with the staff, know approximately what they need when purchasing OTC.	Buy from a single pharmacy, familiar relationship with the staff, know exactly what they need when purchasing OTC.	Do not tend to make unscheduled purchases of OTC medicines.
Factors’ rating	Moderate to positive ratings to factors affecting the selection of pharmacy and purchase of OTCs.	Very positive ratings to factors affecting the selection of pharmacy and purchase of OTCs.	Mostly negative ratings especially to factors affecting purchase of OTCs.
Most important factors	Pharmacy’s location and opening hours, experience of previous use, and the pharmacists’ opinion.	Pharmacy’s staff, atmosphere and location, product range, experience of previous use, pharmacist’s opinion, and the medicine’s country of origin.	Pharmacy’s location, opening hours, pharmacist’s opinion, experience of a previous use, product’s price, all the remaining factors regarding OTCs purchasing are of minor importance.