Relevance: Increased interest in vitamins for pregnant women by expectant mothers is due to the ability to provide their body, as well as the body and development of their child with all the vitamins and microelements they need. Vitamins are easy to use, dosage, the vitamin has a minimum of contraindications and side effects. In this regard, it is relevant to study the preferences of expectant mothers in choosing a vitamin for pregnant women. The purpose of the work: To analyze consumer preferences for vitamins for pregnant women;

The following tasks were set: 1. To study the vitamins necessary during pregnancy. 2. Consider and describe in detail the pharmacy assortment of vitamins for pregnant women in the Avicenna pharmacy chain; 3. Analyze the demand for prenatal vitamins. 4. Analyze the formation of a pharmacy assortment of vitamins for pregnant women. Research methods: analysis according to sales statistics for the period from January 2015 to April 2016. Research base: Avicenna pharmacy, Yekaterinburg, st. Lenina 24/8

Pregnancy of a woman is associated with changes in metabolism, the work of the hormonal system, blood composition, and, consequently, in the need for vitamins and other biologically significant elements. For example, during pregnancy, the body needs one and a half times more calcium, zinc, iodine, vitamins B 6 and B 12 - an average of 30%, and iron and folic acid - twice. Vitamins and minerals perform a variety of functions in the mother's body. Some substances are necessary for the regulation of the hormonal system, others for the absorption of proteins, and others affect the growth of the embryo.

Essential vitamins during pregnancy: Vitamin A ensures the growth of the fetus; participates in the formation of visual pigments; ensures the development of the placenta; plays an important role in the activation of immunity; improves the well-being of a pregnant woman, helps to normalize sleep, enhance the contractile function of the heart muscle; favorably affects the condition of the skin, hair and nails of the expectant mother. Betacarotene is actively involved in protecting the body from infections; improves eyesight; contributes to the rapid healing of wounds, which is very important for the expectant mother in connection with the upcoming birth; antioxidant, protects cellular structures from destruction by free radicals;

Vitamin C (ascorbic acid) is necessary for the normal development of all elements of the fetal egg; participates in metabolism and supports the work of all organs; improves immunity and performance; has a detrimental effect on bacteria, neutralizes toxins; increases the body's resistance to infections; strengthens the walls blood vessels; accelerates wound healing. Vitamin D is essential for the formation of the skeleton and teeth; maintains the balance of calcium and phosphorus in the mother's body; necessary for the prevention of rickets in an infant; contributes to the optimal functioning of the cardiovascular system; contributes to the overall development of the unborn child. Vitamin B 1 (thiamine) prevents toxicosis of the first half of pregnancy; strengthens the nervous and cardiac vascular system; improves appetite.

Vitamin B 2 (riboflavin) is involved in metabolic processes; plays an important role in the formation of the bone skeleton, muscles, nervous system fetus; is one of the main growth vitamins. Vitamin B 5 ( pantothenic acid) is involved in the suppression of inflammatory processes; helps to cope with stress; has a beneficial effect on the nervous system. Vitamin B 6 (pyridoxine) stimulates the growth of the embryo; promotes the formation of hemoglobin in red blood cells; regulates the processes of inhibition in the nervous system of a pregnant woman - reduces irritability. Vitamin B 12 (cyanocobalamin) is involved in protein metabolism; necessary for the formation of hemoglobin in red blood cells; regulates the metabolism of fats and carbohydrates; stimulates the nervous system.

Folic acid reduces the risk of developing malformations of the nervous system of the unborn child; ensures the growth and development of the fetus. Nicotinamide has a positive effect on the function of the cerebral cortex; enhances the secretory and motor function of the stomach; improves blood circulation; reduces elevated arterial pressure; increases blood flow in the capillaries, which has a positive effect on the function of the placenta.

deficit nutrients and possible complications in connection with him. A lack of folic acid during pregnancy in the mother's body can lead to such consequences as: partial or complete abruption of the placenta, spontaneous abortion and stillbirth, birth defects in the fetus, as well as many other terrible deviations. Calcium deficiency contributes to fetal growth retardation, the development of toxicosis. Lack of magnesium can lead to the development of convulsive syndrome. Deficiency of vitamin B 2 causes damage to the eyes, skin, fetal growth retardation. With a lack of vitamin B 1, digestion is disturbed, muscle weakness, pain in the heart area appear. A lack of vitamin B 6 in the diet of expectant mothers can lead to the birth of children with convulsive syndrome. With a lack of iron, dizziness, impaired concentration, headache, memory loss. Women who are anemic are more likely to have preterm labor and have babies with low birth weight. A lack of vitamin A adversely affects the growth of the fetus and can even cause its death.

Vitamins for pregnant women in the pharmacy assortment of the Planet Health pharmacy 1) Folic acid (vitamin B 9) provides the necessary growth and development of the unborn child, especially in early pregnancy. 2) Elevit pronatal Vitamins elevit for pregnant women are quite popular. They contain a lot of magnesium, and gynecologists prescribe them to those women who have a threat of abortion. Magnesium has a relaxing effect on the uterus, blood flow in the vessels improves and therefore the degree of placental insufficiency decreases. Elevit vitamins for pregnant women contain a lot of folic acid, but they do not contain iodine, so doctors advise taking these vitamins along with iodine-containing complexes.

3) Vitrum Prenatal Forte This is a multivitamin preparation, which contains minerals. Vitamin A improves vision, strengthens hair, nails and skin. The B group of vitamins will contribute to the normal functioning of the nervous system and blood vessels with the heart. Vitamin D is considered the ideal prevention of rickets in a child. Additionally contains iodine. In addition to all these useful components, this complex also includes other substances that are useful for a woman and the development of a child. 4) Femibion ​​is a popular multivitamin complex made in Austria. "Femibion ​​1" contains a large dosage of folic acid and it is advised to drink it in the first trimester, and "Femibion ​​2" will be prescribed in the second trimester and just before the birth. As part of vitamins for pregnant femibion, there is no iron with calcium, as well as vitamin A. In some cases, this is not bad - there will be no unacceptable overdose of these substances in the body.

5) Vitrum Prenatal Vitamins for pregnant women vitrum prenatal contain the right amount of iron, which is required to correct anemia. There is also a lot of vitamin A in it, but the dosage is acceptable. Also enough in the composition and magnesium with folic acid, so additional drugs are not prescribed. 6) Alphabet Mom's health Vitamins alphabet for pregnant women differ from other complexes in taking the number of tablets. The daily vitamin dose is divided into three tablets and the interaction of specific components of the drug is taken into account. But this complex contains very little folic acid, so it is prescribed separately. But in the alphabet vitamins for pregnant women there is an optimal amount of iodine.

ANALYSIS OF DEMAND FOR VITAMINS FOR PREGNANT WOMEN IN THE PHARMACY OF Avicenna LLC in the period from January 2015 to April 2016 Vitrum Alfavit prenatal mom forte health 3% 5% Vitrum prenatal 10% Sales Folic acid 44% Elevit pronatal 22% Femibion ​​16%

CONCLUSION Vitamins, a group of organic compounds indispensable for the human body, and even more so for the future mother, have a very high biological activity, which play an important role not only in the development of the child, but also in the health of the mother. The development of a newborn largely depends on how the mother ate during pregnancy. Excessive or unbalanced nutrition of the mother poses a serious threat to the health of the baby who is to be born. Every day, the mother's body needs proteins, fats, carbohydrates, fiber, fluids and other important substances. The nutrition of a pregnant woman should, on the one hand, ensure the correct intrauterine development of the fetus, and on the other hand, help maintain her own health.

-- [ Page 1 ] --

FEDERAL AGENCY FOR EDUCATION

STATE EDUCATIONAL

INSTITUTION

HIGHER PROFESSIONAL EDUCATION

"VORONEZH STATE

UNIVERSITY"

MARKETING ANALYSIS

Educational and methodological manual for universities Compiled by T.G. Afanasyev Publishing and Printing Center of Voronezh State University 2008 Approved by the Scientific and Methodological Council of the Faculty of Pharmacy on December 18, 2007, Protocol No. 10 Reviewer Associate Professor, Ph.D. farm. Sciences V.F. Dziuba Educational and methodical manual was prepared at the Department of Management and Economics of Pharmacy and Pharmacognosy of the Pharmaceutical Faculty of Voronezh State University.

For the specialty: 060108 - Pharmacy

Introduction Chapter 1. Current trends in the development of the pharmaceutical market of vitamins 1.1. Short story Vitamin Institute 1.2. Classification of vitamins 1.2.1. Monovitamins 1.2.2. Multivitamins 1.2.2.1. Multivitamins I generation 1.2.2.2. Multivitamins II generation 1.2.2.3. Multivitamins III generation 1.3. Rational vitamin therapy in terms of interaction 1.4. Analytical review of the vitamin market 1.5. Effective Methods increasing sales of vitamins 1.5.1. Shares in pharmacy organizations 1.6. Effective criteria for vitamin merchandising 1.7. Positioning of vitamins in the pharmacy Chapter 2. Marketing research of the pharmaceutical market of vitamins in the pharmacies of Voronezh 2.1. Analysis of the breadth of the range of vitamins 2.2. Analysis of vitamin consumers 2.2.1. Socio-demographic portrait of the consumer 2.2.2. Analysis of factors influencing the decision to purchase 2.3. Evaluation of positions of vitamins Chapter 3. Characteristics of vitamin C 3.1. Physical and chemical properties of ascorbic acid 3.2. Pharmacological features of vitamin C 3.3. New technologies: ascorbates 3.4. Potentiation of vitamin C activity Conclusion References Self-study test items Answers to self-study test items

INTRODUCTION

For normal life, many different substances are needed, among which vitamins play an important role. Everyone knows that the word "vitamin" comes from the Latin "vita" - life.

This name is not accidental at all.

Vitamins are low molecular weight organic compounds, very small amounts of which are necessary for the implementation of various metabolic processes in the body. Most vitamins are among the essential ones, because they are not synthesized in the human body. In their natural state, they can be found in very small amounts in all organic foods.

Insufficient intake of vitamins from food is a global problem, and not seasonal, as is mistakenly believed. For a number of reasons, a modern person cannot get them in the right amount with food. Malnutrition, physical inactivity lead to metabolic disorders in the body and increase the risk of developing serious illnesses.

The lack of vitamins affects the state of individual organs and tissues, as well as the most important functions (growth, intellectual and physical abilities, immunity). A prolonged lack of vitamins leads to a decrease in working capacity, then to a deterioration in health, and in severe cases leads to death. In recent years, a lot of new products have appeared on the Russian pharmaceutical market. vitamin preparations, differing in composition and dosage forms .

Vitamins are not energy-boosting pills, they do not contain calories and have no energy value on their own.

Vitamins cannot replace proteins or any other nutrients such as minerals, fats, carbohydrates, water, or even each other. Vitamins are not a component of the structure of our body.

OTC, widespread advertising and high popularity among the population have now made the use of vitamins absolutely uncontrolled. Vitamin-mineral complexes are widely represented on the shelves of Russian pharmacies. However, it is not easy to make a choice in favor of one or another drug, and even in favor of one or another of its dosage forms. The emergence of new prenatal, prolonged and other forms of already familiar vitamin preparations often confuses little enlightened buyers.

All of the above determined the relevance of this teaching aid and determined its purpose and objectives.

CHAPTER 1. MODERN DEVELOPMENT TRENDS

PHARMACEUTICAL MARKET OF VITAMINS

1.1. A BRIEF HISTORY OF THE VITAMIN INSTITUTE

The history of the Vitamin Institute began in the 1930s. By this time it became clear that:

firstly, vitamins are not just medicines for certain diseases, but substances involved in all physiological processes in the body, affecting all its functions;

secondly, natural food cannot provide an optimal intake of vitamins for a person.

Therefore, all over the world, the task of industrial production of vitamins to enrich food with them has arisen. In our country, this task was first set by Alexander Aleksandrovich Schmidt (later Academician of the Academy of Sciences of the Latvian SSR, Corresponding Member of the USSR Academy of Medical Sciences). In 1931, he created a vitamin laboratory at the Leningrad branch of the Central Institute of Food Industry. Soon the branch became an independent Leningrad Institute of Food Industry.

On November 28, 1935, by order of the People's Commissar of the Food Industry, the Leningrad Institute of Food Industry was renamed the All-Union Research Vitamin Institute (VNIVI).

May 19, 1936 A.A. Schmidt was appointed director of VNIVI. He carried out the reorganization of the institute, which was approved on October 19, 1936 by a decree of the Council of People's Commissars of the USSR.

In 1937, on the basis of the technical laboratory of VNIVI, the Central Scientific and Technical Laboratory (TsNTL) of Soyuzvitaminprom was created, which was transferred to the city of Shchelkovo near Moscow. At the end of 1942

It was decided to relocate VNIVI to Moscow. In fact, only the leadership of the institute moved to Moscow. Most of the employees remained in Leningrad, forming the Leningrad branch of VNIVI (existed until 1954). In March 1943, VNIVI was merged with TsNTL; in fact, the Moscow Institute was created on the basis of TsNTL.

In 1945, a synthetic laboratory was created at VNIVI, headed by Professor N.A. Preobrazhensky.

In 1957, VNIVI moved from the Ministry of Food Industry to the Ministry of Health.

In 1967 Professor V.A. Yakovlev. There have been changes in the structure of scientific research.

After the death of V.A. Yakovlev in 1977, the institute was headed by V.I. Gunnar.

In the same 1977, VNIVI was merged with the Moscow Experimental Vitamin Plant and the Kalinin Vitamin Plant into the Vitamins Research and Production Association.

For the development and introduction into production of the microbiological synthesis of carotene, the employees of VNIVI L.A. Vakulov and M.A. Stratiychuk were awarded in 1984 the Prize of the Council of Ministers of the USSR.

A large number of preparations - derivatives of vitamins have been developed and introduced into production. A lot of work has been done to create ready-made forms, including microencapsulated and microgranulated forms, to stabilize vitamin preparations, to develop methods for analyzing vitamins and intermediate products of their production.

VNIVI also carried out a number of important fundamental research. So, the works of B.I. Kurganov on the chemical foundations of biocatalysis were awarded the State Prize of the USSR in 1984.

At present, VNIVI employees do not stop work on the study of vitamins.

According to the generally accepted classification, vitamin preparations are divided into two main groups:

preparations of monovitamins;

multivitamin preparations.

Monovitamins are individual chemical substances of an organic nature, obtained both from raw materials of plant and animal origin, and synthetically. To create ready medicines(LS) containing monovitamins, an important property is their solubility. Monovitamins are divided into water-soluble and fat-soluble. In table. 1 shows the names, generally accepted letter designations and solubility of monovitamins.

Multivitamins are usually divided into three generations: multivitamins I, II and III generations.

vitamin designations

WATER SOLUBLE

FAT SOLUBLE

Generation I multivitamins contain vitamin and vitamin-like substances in various combinations depending on the purpose of use.

Preparations may contain vitamins themselves, their synthetic analogues - vitomers or physiologically active forms of vitamins - coenzymes:

A (retinoids) - in addition to well-known properties, they have cancer-protective activity (it is believed that the use of vitamin A reduces the risk of developing tumors by 2-3 times;

E (tocopherols) - recognized antioxidants, regulators of protein metabolism and ATP synthesis;

C (ascorbic acid) - regulator of redox processes;

K (phylloquinones) - participate in blood coagulation;

B1 (thiamine) - a regulator of carbohydrate and energy metabolism, especially in the nervous tissue;

B2 (riboflavin) - participates in all types of metabolism, has cancer-protective properties;

B3 (niacin) - lipotrope, carcinoprotector;

B4 (choline, adenine) - lipotropic substances;

B5 (pantothenic acid) - optimizes energy processes;

B6 (pyridoxine) - regulates the immune status, metabolism of amino acids and lipids, has an anti-sclerotic effect;

B8 (inositol) - lipotrope, has a sedative effect;

Sun (B9) (folacin) - regulates the metabolism of amino acids, nucleic acids, immunogenesis and hematopoiesis;

B12 (cyanocobalamin) - participates in the synthesis of amino acids, hematopoiesis, is able to stimulate tumor growth;

B13 (orotic acid) - regulates protein metabolism;

B15 (pangamic acid) - regulates energy processes;

W (carnitine) - regulates the growth and functioning of muscles;

Bx (para-aminobenzoic acid (PABA)) - participates in the synthesis of folic acid;

U (methionine) - necessary for the functioning of the mucous membranes;

F (polyunsaturated fatty acids - PUFA-linoleic, linolenic, arachidonic) - lipotropes;

N (lipoic acid) - reduces the content of heavy metals in the body;

H (biotin) - regulates the functioning of the central nervous system, gluconeogenesis, synthesis of fatty acids;

P (rutoside-bioflavonoids) - capillary protector, together with vitamin C regulates redox processes;

PP (nicotinic acid) - participates in the formation of enzymes of redox reactions, reduces the content of atherogenic lipoproteins in the blood, has carcinoprotective properties, can disrupt glycogen formation and cause drug-induced diabetes.

The combination of components of multivitamin preparations is subject to strict patterns, many of which are not completely clear. So, it is believed that the use of any one of the B vitamins is inappropriate (for example, thiamine enhances the excretion of riboflavin; pyridoxine depletes methyl groups in the body and blocks some enzyme systems, so it must be combined with methionine, choline, nicotinic acid). Glucose metabolism, for example, requires nicotinic acid, lipoic acid, niacin, thiamine, and riboflavin. For protein metabolism are required: cyanocobalamin, pyridoxine, folic and ascorbic acids. The synergism of ascorbic acid and rutin (ascorutin) is well known, but if thiamine is used with ascorutin, the effect of rutin is not manifested. Pyridoxine and thiamine compete in the process of phosphorylation, retinol can increase calciferol deficiency, and vitamin C - retinol deficiency.

Multivitamin preparations are characterized not only by a different composition, but also different dosage components:

physiological doses of vitamins - correspond to the daily needs of a healthy person;

prophylactic doses - 2-3 times more;

therapeutic doses - are used in vitamin therapy, exceed physiological doses by tens of times.

Preventive and therapeutic dosages are called pharmacodynamic, because in this case, vitamins exhibit a pharmacological, rather than physiological, effect. The therapeutic effect of pharmacodynamic doses of vitamins is often explained by their antivitamin action, for example, nicotinic acid reduces the content of pantothenic acid, reduces the content of acetylcoenzyme A and reduces the synthesis of cholesterol; thiamine, reducing the content of pyridoxine, inhibits gastric secretion.

According to the most common components, typical preparations of this group can be distinguished: Aerovit, Van-e-day mens, Gendevit, Lekovit effervescent tablets, Makrovit, Multivitamol syrup, Sana-Sol, Undevit, as well as dietary supplements - "Golden Ball with Vitamins and Carotene", "Santevit". It can be noted that Aerovit and Gendevit contain therapeutic dosages of cyanocobalamin, and when choosing a drug, for example, to correct B12 - deficiency anemia, it should be taken into account that Aerovit is taken 1 time, and Gendevit - 2 times a day, but the course cost of using Gendevit is about half as low. .

Van-e-day mens and Undevit contain prophylactic doses of most components, which allows us to recommend them for the prevention of multivitamin deficiency, but it should be noted that taking Van-e-day mens is more convenient (1 time per day) than taking Undevit (3 times a day). day), and the exchange rate for the use of Undevit is several times lower. Therefore, for collective vitamin prophylaxis it is more rational to choose Undevit, while for individual - Van-e-day mens.

Of all the indications for the use of multivitamins of the 1st generation, the most common are: hypovitaminosis, convalescence, malnutrition, skin diseases, pregnancy and lactation, and hypersensitivity from contraindications. However, focusing on the composition of the drugs and the dosage of the components, you can try to detail and supplement the indications and contraindications for use. It is especially relevant to take into account regional characteristics of nutritional status when choosing multivitamins.

Multivitamins of the II generation contain, in addition to the indicated vitamin components, minerals. These are macroelements: alkaline - Ca, Mg, K, Na and acidic - P, S, Cl, as well as biomicroelements ("catalysts of catalysts") - Fe (hematopoiesis), Cu (anabolism, endocrine glands), Co (hematopoiesis, synthesis in intestinal cyanocobalamin), J (metabolism), F (osteogenesis), Zn (hematopoiesis, photochemical reactions), Mn (skeletal development, immunity), Mo (Cu antagonist), Br (CNS, sex glands, thyroid gland), Se ( immunity).

So, trace elements Cu, Zn, Mn, Co are necessary for tissue respiration;

Mn, Co, Cu, Ni, Cr - for protein synthesis;

Co, Cu, Mn, Ni, Zn - for hematopoiesis;

Mo, Va, Co, V, Mn, Zn - for lipid and carbohydrate metabolism.

Typical representatives of multivitamins II generation: Van-e-day maximum, Vitrum centuria, Vitrum prenatal forte, Vitrum junior, Duovit, Materna, Polivit, Selmevit, Supradin Roche dragee and effervescent tablets, Teravit, Centrum, Centrum children's extra C, Centrum children's extra calcium, as well as dietary supplements: Ortovital FG, Supradin complex for children.

The drugs of this generation not only have a more complicated composition, but also a wider list of indications and contraindications for use. For example, Menopace and Pharma-Med Ladies Formula menopause are indicated for menopause. Both drugs contain therapeutic dosages of pyridoxine - 40 and 30 mg, respectively. From selenium-containing multivitamins for the correction of immunodeficiency states, attention should be paid to Menopace, Multitabs classic, Multi-tabs maxi, in which Se is present in prophylactic rather than physiological doses.

III generation multivitamins may additionally contain whole groups of other biologically active substances. Analysis of the composition of preparations of the III generation was carried out for 206 sets. First of all, these are amino acids: essential - valine, isoleucine, leucine, lysine, methionine, threonine, tryptophan, phenylalanine and nonessential - alanine, arginine, asparagine, glycine, histidine, ornithine, proline, serine, taurine, tyrosine, cysteine, glutamic acid . In addition, III generation multivitamins contain a variety of components of plant and animal origin.

It was possible to systematize 32 drugs of this generation and 55 dietary supplements. The most typical representatives of this group in terms of composition are: Multiproduct for men, Revitl Ginseng Plus and dietary supplements - Aminovit, Vita Balance 2000, For you, women, Mind Set, Orachel plus, Ortovital F, Orthocor plus, Super splat spirulina, Ultramin, Floravit Cholesteritis.

The multicomponent composition of multivitamins allows a rational choice of the drug to solve atypical problems. So, you can pick up a multivitamin with sedative properties: Pharma-med Mens Formula Antistress or Doppelhertz Energizer - valerian content, respectively, 100 and 96 mg. If the consumer prefers motherwort - the drug of choice: Liquid Biovital (120 mg motherwort). Powerful immunostimulation is required - attention should be paid to Perfectil (195 mg of echinacea).

Of the entire array of multivitamins, people over 50 are directly shown: Gerovital, Kvadevit, Revitl Ginseng plus, Unicap B syrup, Ultramin. Ultramin and Kvadevit contain only vitamins, and third-generation preparations still have in their composition: Gerovital - hawthorn (30 mg) and motherwort (15 mg), Revitl - ginseng (425 mg), Unicap B - licorice.

Analysis of the composition and details allows you to stop the choice in this case on Gerovital, if the cost of the drug is affordable for the patient. In another case, you will have to prefer the cheapest - Kvadevit.

In addition to the already indicated opportunities for rationalizing the choice and detailing indications / contraindications, the systematization of multivitamins can also affect the development of new drugs. So, out of the entire studied array, only 8% of multivitamins can be attributed to preventive ones. While the inclusion of additional components, their dosage, balance create almost unlimited possibilities for the use of multivitamins in the prevention of certain conditions and nosological forms. Numerous data on endemic pathology, the nutritional status of the population and the ecological situation are practically not used to develop regional complexes. And finally, you can imagine drugs designed for people with certain working conditions.

1.3. RATIONAL VITAMIN THERAPY FROM THE POINT OF VIEW

INTERACTIONS

Dosage forms of vitamin release are very diverse: coated tablets, chewable tablets, effervescent tablets, oral drops, oral granulate, dragees, capsules, syrup, injection solutions, oral solution, oral gel, lozenges, aqueous and oily solutions for intramuscular administration, lyophilizates. For the purpose of intravenous administration of fat-soluble complexes, an emulsion for intravenous administration is used;

lyophilized powder for the preparation of an infusion solution.

In the form of syrups, as a rule, vitamin preparations for children are produced.

The most promising form of production of multivitamin preparations containing macro- and microelements are dosage forms containing vitamins and macroelements separately, which allows minimizing the interaction between them.

Currently, both doctors and patients prefer vitamin complexes that dominate the pharmaceutical market. As a rule, a preparation is recommended that contains the most complete set of vitamins in doses from 50 to 100% of the average daily human requirement in combination with micro- and / or macro elements. However, studies in recent years, including those conducted by the Institute of Clinical Pharmacology of the Federal State Institution SC ESMP, show that when prescribing complex drugs, it is necessary to adjust the dose in the direction of its increase in comparison with monocomponent drugs in relation to some vitamins, taking into account the loss of effectiveness as a result of the interaction of the components.

Many people are puzzled by the differences in vitamin standards that exist between the Recommended Daily Allowances (RDA), the US RDA, and the minimum daily intake. RNP standards were not formulated for those who are sick - they are not therapeutic and are intended purely for healthy people. The US RNPs were formulated by the Food and Drug Administration (FDA) to be used as the legal standard for nutrient labeling of foods. Because the U.S. RDAs are based on an upper RDA limit, they are often higher than the basic needs of most healthy people, although these days only a small number of people fall into this rather hypothetical category. In the opinion of many leading nutritionists, both RNP and RNP in the US are sadly inadequate. The Minimum Daily Requirements (MRD) is the first set of standards created by the Food and Drug Administration and has been revised and replaced by the US RNR.

On the one hand, the effectiveness of the simultaneous use of several vitamins has been proven by a number of studies. It has been shown that vitamin C has a sparing effect on vitamin E and beta-carotene, protecting them from destruction by free radicals. Vitamin C is a protector of folic acid reductase, participates in the distribution and accumulation of iron, and therefore helps its absorption, especially from raisins, green vegetables, and beans. The antioxidant effect of vitamin E is potentiated by ascorbic acid, retinol, flavonoids. The metabolism of vitamin E is closely related to selenium, the action of which is largely synergistic.

Vitamin B1 has a C-vitamin-preserving function and creates more favorable conditions for the use of vitamin C by the enzyme systems of the body.

Riboflavin is required for the conversion of tryptophan to nicotinic acid and pyridoxine. Biotin is a synergist of vitamins B2, B6, A, nicotinic acid.

On the other hand, modern studies conducted at a higher level using modern techniques have shown that the use of vitamin-mineral and poly vitamin complexes is not as effective as we previously thought. This is explained by the possibility of various types of interaction both between the vitamins themselves and between vitamins and macro- and/or microelements.

Most often, the composition of vitamin-mineral complexes includes metals: lead, cadmium, iron, cobalt, copper, magnesium, nickel. Even a small amount of ions of these elements has a catalytic effect on the oxidative destruction of many vitamins. Sensitive to heavy metals are retinol and its esters, thiamine chloride, riboflavin, pantothenic acid and its salts, pyridoxine hydrochloride, ascorbic acid and its salts, folic acid, cholecalciferol, ergocalciferol, rutin.

The adverse effects of heavy metals on vitamin stability are countered by the addition of a chelating agent that forms complexes with metal ions.

When conducting pharmacokinetic studies with the intake of the same dose of the vitamin by the same healthy volunteers in the form of a single drug, a multivitamin and vitamin-mineral complex, it was found that the addition of macro- and microelements to the multivitamin complex leads to a decrease in the absorption of vitamins C, B1 included in it. and B6. When taken enterally as part of a multivitamin complex, it leads to a decrease in the absorption of vitamins such as C, B6, compared with monocomponent preparations.

The ratios of vitamins are not simple not only in complex preparations, but also when they are simultaneously introduced into the body as part of various preparations. For example, considering the interaction of thiamine with pyridoxine, most authors note the antagonistic nature of the relationship between them. Due to the fact that competition between vitamins can be carried out on phosphorylation pathways, it is advisable to use its coenzyme form, thiamine diphosphate (cocarboxylase), instead of thiamine.

Large daily doses of vitamin C impair the absorption of vitamin B12 from food or supplements. Lack of vitamin E in the diet contributes to the development of hypovitaminosis A. Vitamins B1, B2, B6 contribute to the formation of niacin from the amino acid tryptophan.

When prescribing vitamins, the patient must also take into account their possible interaction with drugs. For example, anabolic substances cause a decrease in the level of vitamin C. Large doses of acetylsalicylic acid can also cause the development of hypovitaminosis C with a characteristic clinical picture. Aldosterone enhances the conversion of riboflavin into coenzyme forms, and spironolactone blocks this conversion. Vitamin B6 deficiency occurs with prolonged use of antibiotics, anti-tuberculosis drugs.

Thus, the use of vitamins both for preventive purposes and in the treatment of various diseases should be justified and thoughtful. It is necessary to introduce laboratory methods for determining the level of vitamins into practical healthcare, both for diagnosis and for monitoring the effectiveness of ongoing therapy.

The Institute of Nutrition of the Russian Academy of Medical Sciences has developed the main methods for assessing the provision of the human body with vitamins (Table 2).

The main methods for assessing the security of the human body Clinical and physiological general clinical examination of the amino acids in the blood and physiological and urinary functions:

detection of microsymptoms of various hypovitaminosis;

Establishment of anthropometric determination of the content of scal indicators The problem of the negative interaction of vitamins, vitamins and minerals in one tablet is solved by modern technological methods. There are a number of technologies when vitamins are smeared with layers:

vitamin powder is interspersed with a layer of molasses. Another technology involves the use of solid solutions of vitamins in sugar caramel. The essence of this method is as follows: first, sugar is melted and one or another specific vitamin is added to this melt. Then, when the resulting mass cools and becomes hard as glass, it is ground and a powder is obtained - a vitamin vitrified in sugar. There are different ways - in a word, everything is done to preserve the vitamin.

Right choice drug, its dosage, duration of use, the possibility of simultaneous use with other drugs - the subject of serious consideration before starting vitamin therapy, which is a fairly powerful tool not only in ensuring the life of a sick person, but also in improving the quality of life of a healthy person.

1.4. ANALYTICAL REVIEW OF THE VITAMINS MARKET

Of course, vitamins and microelements play an important role in the enzymatic reactions of the body, their lack often leads to serious diseases. The diet of a modern person cannot replenish the lack of vitamins in the body, so doctors recommend taking them not only for people who need them according to indications (pregnant and lactating women, children, adolescents, etc.), but also as a prevention of beriberi for healthy people .

The volume of pharmacy sales in the Russian Federation of the group of vitamins in 2006 amounted to 5215.3 million rubles. The weighted average price of one conditional package was 27 rubles. The weighted average price of one conditional package in 2006 compared to 2005 increased by 11%. This is an indicator not only of inflation, but also of the fact that people have begun to better monitor their health and use expensive drugs more often. The range of vitamins in the pharmacy is very diverse. The visitor is provided with drugs for various ages, diseases, course durations, but, of course, there are also their own sales leaders. In the cost rating of sales of drugs - TOP 20 (Table 3) - Vitrum occupies the first place.

TOP 20 trade names by sales value Place in This is not surprising, because this drug has a wide product line, a good advertising strategy. Vitrum's sales volume is 756.5 million rubles, and Multi-tabs is not inferior to it, which now has a new, brighter design, it is in second place - 465.3 million rubles. Improvement in packaging design often coincides with the improvement of the composition, bioavailability of the vitamins themselves due to the development of high technologies in the field of pharmaceuticals. In third place - Milgamma - 458.1 million rubles. New positions appeared in the TOP 20 in terms of sales value, these are Triovit, which moved from 21st to 17th place, Vitamin E, produced by Zentiva A.S., from 27th to 19th. As for the cost rating of manufacturers (Table 4), here the first line is the company Unipharm Inc - 14.7% r. through sales of Vitrum. It should be noted that the second line is occupied by the Russian manufacturer Pharmstandard LLC - 12.2% of the rub. This company occupies a significant share in the Russian market, developing the production of new drugs according to the international GMP standard. In third place - Ferrosan AG - 8.9% of the river.

TOP 10 drug manufacturers of the group in terms of sales value. In the TOP 10 international generic names (Table 5), the first place is occupied by Polyvitamin + Multimineral - 47.9% of the rub. This is evidence that consumers prefer to use vitamins in combination with minerals. In the second position is Polyvitamin - 18.8% of the river. The third line is occupied by Polyvitamin + other drugs - 7.9% r.

TOP 10 international generic drug names of the group Rank in 2006

* share of drugs without INN - 7.0% one.

Rice. 1. Distribution of sales of drugs of the group by ATC groups, Most of the occupied by A11A "Polyvitamins" - 58% r., A11D "Vitamin B1 and its combination with vitamins B6 and B12" - 10.7 r., A11G "Ascorbic acid, including combinations with other drugs” – 8.6% r.

Among the dosage forms, tablets predominate (Fig. 2) - 62.1% r. In second place - dragee - 10.3% r., in third place - injection solution - 9.3% r.

Rice. Fig. 2. The ratio of the cost volumes of drug sales A large share is made up of OTC drugs - drugs dispensed without a doctor's prescription (Fig. 3). In 2006, their volume amounted to 77.8% of the river.

Rx drugs - prescription drugs - 22.2% of the rub.

Rice. 3. Ratio of sales value of OTC-Rx drugs Sales value of OTC drugs is almost 4 times higher than that of Rx drugs. Compared to 2005, the ratio of sales value of Rx drugs has increased. This suggests that consumers have become more responsible in taking vitamin preparations and consulting with a doctor, as a result of which medical prescribing of vitamins has increased. The shares of sales value of the Group's drugs among Russian and foreign manufacturers (Fig. 4) remained virtually unchanged.

Rice. Fig. 4. Correlation between the cost volumes of sales of imported and domestic drugs of the group, 2005–2006, % r.

The share of foreign manufacturers is 3 times higher than the share of Russian manufacturers. This is natural, since foreign manufacturers make large investments in the development of their production and promotion of drugs on the world market, including in the Russian Federation.

For drugs in this group, the seasonality is quite pronounced; one can note an increase in sales in spring and autumn (Fig. 5). At this time of the year, people especially need vitamins.

Rice. Fig. 5. Sales dynamics of the Group's drugs, 2005–2006, % p.

1.5. EFFICIENT METHODS TO INCREASE SALES

VITAMINS

Vitamin and coenzyme products are characterized by a very significant weight in the OTC market. This explains the rather aggressive marketing policy of manufacturers and distributors of this type of medicinal products. Enormous funds are spent on advertising vitamins, and the vast majority of advertising is placed by foreign manufacturers. However, the undisputed victory of foreign countries on the advertising front does not at all guarantee a final victory in the struggle for the consumer, especially if we take into account the socio-demographic characteristics of the Russian drug market.

Vitamin products have a number of features that noticeably distinguish them from the general range of drugs. For successful promotion of vitamins on the market, it is very important to take into account not only such purely pharmacological aspects as the optimal composition of vitamins in certain cases and their dosage, the presence of a complex of minerals and microelements in the preparation. Of particular importance here are the color, taste, form of drug delivery and even the geometric shape of the tablets. All this makes it possible to turn the regular intake of vitamins from a tedious means of prevention into a real pleasure, which, for example, for children, is almost as important as the vitamins themselves.

Promotions in pharmacy organizations are held depending on seasonality.

In connection with beriberi at the end of winter - beginning of spring, the demand for vitamins inevitably increases; but this does not mean that they should not focus the attention of the buyer. By this period, an adequate inventory and assortment of vitamins should be ensured; prepare appropriate advertising booklets, as well as your favorite POS materials. Given the already increased demand for vitamins during this period, you can do without discounts - it is important just to attract the attention of the buyer to certain brands. It is possible to arrange a special thematic display under the slogan “A blow to beriberi”: it will be relevant at least until mid-spring.

At the same time, on the eve of March 8, a thematic action “Beauty Salon” or “For Lovely Ladies” can be held: a special showcase has been allocated where vitamins will be presented to strengthen hair, nails, improve the condition of the skin, eyes and other cosmetic purposes , as well as to increase the overall tone. Such a purchase can be positioned not only as a gift to a beloved woman or girlfriend: middle-aged people are willing to buy "age" vitamin complexes for their mothers and grandmothers. It is advisable to single out a consultant who will talk about the specifics of each drug and, possibly, attach a branded bag to each purchase or even package the goods beautifully. In this case, the “gift” product should be positioned positively (not “for hair loss”, but “for strengthening”); information leaflets will help a lot: everyone wants to have information about the product they are buying.

A similar action - only for the whole family - will be effective on the eve of Christmas and New Year; each purchased package can be accompanied by some small but nice gift (sashimi, chocolate, a funny sticker, a colorful postcard that the client himself can sign to give to his relatives; finally, some product that also needs to be promoted - for example, current cough drops in winter).

For the entire winter period, a window with vitamins can be decorated with the slogan “Did you forget to buy vitamins?”, “Take vitamins, and the flu is not terrible!” Reminders of vitamins during this period will not be superfluous.

In winter agitation, emphasis should be placed on strengthening immunity and general health.

When creating a special showcase for vitamins in winter and early spring, make it bright. A person associates bright fresh colors with health and vivacity (especially when for several months he has seen only the dull colors of winter). You can decorate the shop window not only with POS materials and bright vitamin packages, but also, for example, with ribbons in the color of the promoted vitamins (yellow, orange, green; two-color vitamins provoke a play on the contrast of two colors) or their packages.

In the summer, when general multivitamins are not so in demand, it is time for “narrow specialization”.

You can conduct a "School of a young mother" with the help of medical representatives of manufacturing companies. It can be a special seminar for pregnant women (if the pharmacy space allows two dozen people to gather in one of the evenings): everyone who applied for drugs related to pregnancy is invited to a lecture given by experts: they will talk about special vitamins for pregnant women. (As a rule, expectant mothers, especially those giving birth for the first time, do not neglect the opportunity to get such an experience.) Exactly such an action (“Healthy baby”: with a story about appropriate vitamin preparations and, possibly, with special discounts) can be carried out for mothers who already who gave birth to babies: they also need to know which vitamins are recommended for both the nursing mother and the baby.

"Days of the elderly" can again be held at a time when the overall demand for vitamins is falling, and offer vitamin complexes, formed taking into account the age characteristics of the body. The pharmacy can set the days or hours (daily) when these vitamins will be sold to pensioners at a discount.

1.6. EFFECTIVE MERCHANDISING CRITERIA

VITAMINS

For most pharmacies, the most effective understanding of merchandising is a method of hidden advertising of products focused on maximizing profits. It is advisable to lay out those goods that the consumer is able to choose due to the reaction to advertising in the media or in the order of impulse demand (unplanned, remembering the existing need).

The "strengths" of vitamins as a product of spontaneous demand:

bright, attractive packaging;

They carry a positive emotional charge (as a prophylactic, vitamins give a person the confidence that he is taking care of his beloved).

As a rule, the average person who feels relatively healthy does not go to the pharmacy specifically for vitamins during normal times. But the specificity of vitamins - fortunately - lies in the fact that, according to the rules of merchandising, they belong to the group of so-called unplanned purchases.

An unplanned purchase is one that the buyer does not set as a goal when entering the pharmacy. The decision to buy occurs right on the spot and without major hesitation. As a rule, by chance, suddenly for themselves, they buy something insignificant for the price: hematogen, vitamins, cough drops. The purchase comes from the principle: a trifle, but nice. For vitamins, this means: if you present them in the right, favorable light, then the buyer, who was not initially aimed at this purchase, will make it. It is only important to push him in the right direction.

Merchandising experts recommend placing spontaneous goods closer to the checkout, at the end of the visitor's path. This does not mean that vitamins should be laid out in the checkout area (cumbersome, inconvenient, and the prices for vitamins are still higher than for paper napkins and other trifles, and the comparison will not be in favor of vitamins). They should be placed directly after “serious” drugs, but “not reaching” related products (like condoms, cosmetics, etc.). The neighborhood with medicines, on the one hand, indicates the solidity of this group of goods; on the other hand, the “disease zone” is already behind, and a reflection of the “bright stripe” falls on vitamins - preventive products and all kinds of bright, pleasant products. Here, a person can take a breath, absent-mindedly admiring attractive packages. It's a pleasure to make such a purchase. Any bright, interesting detail can attract a child, and mom will remember that it would be nice to buy children's vitamins. It must be remembered that vitamins cannot be placed down, they should be located at the level of the chest and eyes of the buyer (during the period when you need to draw special attention to the windows, move them only to eye level: this will increase sales by 50 percent or more).

If the advertising of a domestic brand of vitamins at the point of sale and in the media is poorly represented, this does not mean that the drug is doomed to failure: you can breathe into it new life, located close to a series of successful vitamin brands: this will give it solidity.

Knowing about the properties of vitamins, you can offer them to those customers for whom their intake is especially relevant. The offer of vitamins "in addition" to the main drug works well. If a client asks for antibiotics, a multivitamin can be offered as a "damage". If a client asks for a cold remedy, be sure to offer vitamin C.

There are certain groups of people who always need a special vitamin complex. For example, the same vitamin D can be recommended for older people: with age, the ability of the skin to produce D3 decreases. In addition, a sedentary, homely lifestyle, characteristic of chronically ill older people, creates a lack of sun rays that contribute to the production of this vitamin. Vitamin D is also shown to residents of northern latitudes, especially in winter. Thus, these groups of people are potential buyers of preparations containing the vitamin they need.

The drugs, which are purchased on the recommendation of a doctor and irregularly (in special courses), are pointless to lay out: visitors who do not have a clear recommendation from a doctor will not “react” to the presence of such drugs. On the other hand, the client, having come with a prescription, even in the absence of the corresponding drug in the window, will ask if the specialist at the first table of the pharmacy has it. That is, in order to support the body during hypovitaminosis and under the influence of advertising, the buyer will purchase Vitrum, Complivit, Multi-tabs, Centrum or something similar, but he will not buy nicotinic acid, vitamins B1, B6, B12 for parenteral use without doctor's recommendations . The latter are not put on display.

Most pharmacies have a very limited display area, and the task is to select the most “worthy” goods for display. Often, expensive ones are preferred. In reality, there is no stable relationship between the price level and the profitability of goods: often expensive ones are unprofitable, and many inexpensive ones are leaders in terms of profitability. Thus, for the majority of pharmacies, the criterion of which is profit, it is advisable to select goods for display according to profitability. Taking into account the specifics of the pharmacy, the use of auxiliary criteria is also justified. For example, if there is enough space, you can also post the most popular positions that are not leading in terms of profitability for information about availability. Explanation:

drugs such as Materna, Elevit pronatal, etc. (worth 500 rubles and more) are clearly not leaders in sales, while the usual Ascorbic acid, which is always in demand, sometimes does not have enough space in the window.

It is advisable for a pharmacy to determine the main parameters of the layout on its own, and not to give it at the mercy of suppliers' merchandisers. Many pharmacies agree to participate in the promotion of new products through "aggressive" display on the best places. However, much more profit is usually brought to the pharmacy by products that have already achieved popularity. Usually ineffective and "blocky"

display (several packages of the same product to increase its visibility). Displaying different products in the same place increases the profit from several products displayed, and not just one product. Promotional display and block display in a drugstore counter are only effective if the corresponding compensation - the "good spot fee" from the manufacturer - covers the lost profits from the display of more profitable products. Explanation: often in pharmacies not only all types are presented, but also varieties of vitamins such as Vitrum, Jungle, etc. Sometimes they take up a whole shelf or more.

Summarizing the above, we can say that using effective merchandising criteria, you can increase turnover by 5-10%.

1.7. POSITIONING OF VITAMINS IN A PHARMACY

Features of the positioning of vitamin preparations, in comparison with drugs, depend on the target audience. On the one hand, vitamin preparations are drugs that have clear areas of medical use, and this is taken into account when building ethical communications with medical specialists. As for the end consumer, here the image of a vitamin depends to a lesser extent on the objective characteristics of the product.

Pharmacists and pharmacists, when providing consulting services, should clearly understand the purpose for which multivitamins are required and what therapeutic and prophylactic effects should be achieved.

To do this, all multivitamin preparations should be clearly systematized. Based on the composition and therapeutic and prophylactic effects of vitamin preparations, it is proposed to position multivitamin complexes depending on the purpose and purpose of their use.

The group of multivitamins for the prevention of hypovitaminosis includes multivitamin complexes, in which the doses of vitamins, macro- and microelements should not exceed their daily requirement. This group of multivitamins can be used with preventive purpose with an unbalanced diet, increased physical and emotional stress. Multivitamins for the treatment of hypovitaminosis and other diseases include vitamin complexes in which the content of vitamins exceeds their daily requirement by dozens of times. Multivitamin preparations of this group are used in the treatment of beriberi, deep hypovitaminosis, complex therapy of various diseases and should be prescribed by a doctor.

In the treatment of known classic vitamin deficiencies or some pathological conditions the choice of drug for the doctor is usually not difficult. Preference is given to monoforms or drugs with a small number of active ingredients (Milgamma, Aevit, Neuromultivit, Calcium-D3, etc.).

The correct choice of the drug is somewhat simplified by the well-known classification of V.F. Manzhosof (1996), according to which three (sometimes four) generations of vitamins are distinguished (native forms, multivitamins, multivitamin-mineral complexes, multivitamin-mineral complexes with the inclusion of components of natural origin - enzymes, amino acids, plant pollen, ginseng, etc.).

It can be assumed that the most popular among doctors will be vitamin preparations, the effectiveness of which has been proven in multicenter cooperative studies.

Far from the last role is assigned to the doctor when promoting new vitamin preparations on the market, such as Gerimaks (a multivitamin-mineral complex with the inclusion of ginseng), Elevit pronatal (a multivitamin preparation intended for pregnant women) and many others.

The group of multivitamins for children, pregnant women, the elderly includes specially designed complexes that take into account doses, dosage forms and characteristics of each group for which they are intended. These multivitamin preparations can be used for prophylactic or therapeutic purposes, depending on the doses of their components.

Scheme 1 provides examples of multivitamins that can be used for prevention purposes.

Multivitamins of the targeted action group are represented by complexes enriched with those micro- or macroelements (iron, iodine, calcium), the lack of which in the human body can be the cause of the corresponding diseases. Depending on the doses of their components, these multivitamins can be used for prevention or in the complex treatment of various pathological conditions. Multivitamin complexes that increase nonspecific body defense factors, including nonspecific immunoresistance, contain vitamins and microelements of antioxidant action (vitamins E, C, A, etc., microelements zinc, selenium, copper). Multivitamins in this group should be taken for prevention or during treatment to increase defensive forces organism, for example, when exposed to various adverse factors. In conclusion, we note that when laying out multivitamin preparations on the shelves of showcases, special importance should be attached to the positioning of multivitamins by groups.

Positioning of multivitamins depending on Ferrinat et al.

CHAPTER 2. MARKETING RESEARCH

PHARMACEUTICAL MARKET OF VITAMINS

IN PHARMACIES OF VORONEZH

2.1. ANALYSIS OF THE BREATH OF THE RANGE OF VITAMINS

We have conducted marketing research of the range of vitamin preparations in the pharmacies of Voronezh. The research was carried out in pharmacies of private and state ownership in 2005–2006.

The evaluation parameters were quantitative and qualitative characteristics:

breadth of assortment;

structure (by manufacturers, dosage forms, composition complexity, price index);

registration dynamics.

As studies have shown, total vitamins in pharmacies of private and state forms of ownership - 240.

In the course of the research, mono- and multivitamins were calculated as a percentage in pharmacies of state and private forms of ownership (Fig. 6 and 7).

The figures show the prevalence of multivitamins over monovitamins. This is due to the fact that the consumer prefers complex, balanced preparations, believing that they provide the body's needs for nutrients more fully.

Rice. Fig. 6. Structural analysis of mono- and multivitamins in pharmacies of the state form of ownership (in %) 7. Structural analysis of mono- and multivitamins in pharmacies The analysis of vitamins by production was carried out in two directions:

The ratio of vitamins of domestic and foreign production in pharmacies of state and private forms of ownership;

Ratios of mono- and multivitamins of domestic and foreign production in pharmacies of various forms of ownership.

From fig. Figure 8 shows that state-owned pharmacies also adhere to the strategy of expanding the range, which occurs due to the increase in foreign-made vitamins.

In private pharmacies, the ratio of foreign and domestic vitamin preparations is clearly not in favor of the latter (Fig. 9).

Despite the fact that domestic producers sell more vitamins, due to their low cost (on average, a Russian drug costs 55 rubles, while its imported counterpart costs 150 rubles), their profits are much lower than Western ones. pharmaceutical companies. And the pharmacy organizations themselves, which are simply not profitable to trade in cheap domestic drugs, are increasingly giving preference to foreign-made vitamins.

Rice. Fig. 8. Structural analysis of the assortment of vitamins of domestic and foreign production in pharmacies of the state form Fig. 9. Structural analysis of the assortment of vitamins of domestic and foreign production in pharmacies of private ownership (%) As shown by marketing research, monovitamins of foreign production are not present in pharmacies of state ownership (Fig. 10).

If we analyze the structure of domestic and foreign monovitamins in all the studied pharmacies of private ownership, it can be noted that foreign-produced drugs prevail over domestic ones (82.8% versus 17.2%) (Fig. 11).

Rice. Fig. 10. Structural analysis of the range of domestic and foreign monovitamins in pharmacies of the state form Fig. 11. Structural analysis of the range of domestic and foreign monovitamins in private pharmacies (%) In the course of marketing research, it was found that the predominance of foreign-made multivitamins does not depend on the form of ownership of the pharmacy organization (from 80.2 to 86.8%) (Fig. 12 and 13). Despite the emergence of new domestic vitamin complexes, which manufacturers register mainly as dietary supplements, preference is still given to imported drugs, especially since their variety meets the most diverse consumer requirements.

Rice. Fig. 12. Structural analysis of the range of domestic and foreign multivitamins in pharmacies of the state form of ownership (%) Fig. 13. Structural analysis of the range of domestic and foreign multivitamins in private pharmacies (%) Studies have shown that the most common dosage form of vitamins is still coated tablets (37.7%). In second place is dosage form- chewable tablets (21.2%). Drops, gels, oil solutions and powders have a very low percentage (2; 0.9; 0.7; 0.4%, respectively), since there are only 1-2 names of these vitamin preparations on the market (Fig. 14).

Rice. Fig. 14. The structure of the range of vitamins by types of drugs In the course of the study of the range of vitamin preparations, the ten most expensive of them were identified (Table 6).

TOP 10 most expensive vitamin preparations 10 Elevit pronatal tab. No. 30 Hoffman La Roch, Seamstress - 215, Leads the TOP 10 Gerimaks ginseng tab. No. 30 (460.00 rubles), the same position is shared with it by another dosage form of this vitamin preparation - Gerimaks ginseng elixir in 100 ml bottles, its average price in pharmacies is 359.00 rubles.

Such a vitamin preparation as Vitrum Superstress tab. No. 30, is in 3rd place (266 rubles), and Vitrum Beauty tab. No. 30 and Vitrum Performance with ginseng tab. No. 30 share the 8th place in the TOP 10 (229.00 and 228.00 rubles).

Studies have shown that the cheapest drug out of 10 expensive ones was Elevit pronatal tab. No. 30, its price at the time of research was 215.50 rubles.

An analysis of the dynamics of registration of vitamins showed that the largest number of drugs was registered in 2001, 2003. In 2004 and 2005

registration dynamics was more stable and amounted to 13.3 and 15%, respectively. Studies have shown that vitamin preparations registered in the first half of 2006 are present in pharmacies in very small quantities (1.3%) (Fig. 15).

The update index is 0.42.

Rice. 15. Dynamics of registration of vitamins in pharmacies of Voronezh (%)

2.2. VITAMIN CONSUMER ANALYSIS

2.2.1. Socio-demographic portrait of the consumer According to a survey of 100 people conducted since January 2006

in the pharmacies of Voronezh, a socio-demographic portrait of the consumer of vitamin preparations was compiled. As the main features of the description of the respondents were used: gender, age, social class, level of education.

The majority of vitamin consumers are women. They make up 67% of the total number of respondents. Among consumers, people from 31 to 50 years old prevail - 42% (Fig. 16). If we talk about social status, then most of them are employees (41%) and pensioners (28%). Students and pupils make up only 11%. A small percentage of students and students among buyers of vitamin preparations may indicate a lack of knowledge about the importance of vitamins in preventing various diseases and increasing health potential among young people.

Entrepreneurs and the unemployed also participated in the survey (Fig. 17). The predominant part of all the visitors of pharmacies we interviewed had a professional education (81%), including higher and incomplete higher education (49%).

Rice. Fig. 16. Distribution of vitamin consumers by age groups 17. Social status of vitamin consumers 2.2.2. Analysis of the factors influencing the decision to purchase The following factors were identified for the respondents as factors influencing the choice of vitamin preparations:

Other (annotations on vitamin preparations, specialized reference books, medical literature, etc.).

The survey results showed that 62% of pharmacy visitors buy vitamins on the recommendation of a pharmacist (38%) and a doctor (24%). The study of factors influencing the choice of vitamin preparations was also carried out taking into account the age of the respondents. It was found that among consumers of different age groups, the dominant factors in choosing vitamin products are almost the same (Fig. 18). However, with age, the influence of doctor's recommendations when buying vitamins increases from 19% in people over 20 years old to 32% in people over 50 years old. At the same time, there is a slight decrease in the significance of the recommendations of a pharmaceutical worker from 42 to 32%.

However, the largest number of pharmacy visitors of each age group (35-42%) buy vitamin preparations, still being guided by the recommendations of a pharmacist (Fig. 19). Recommendations and advice from acquaintances and friends, especially among younger people (22%), remain significant in the choice of vitamins. Advertising in the media has a greater impact on middle-aged people (20%). Among the various types of advertising, consumers noted the greatest influence of television commercials.

Rice. Fig. 18. Dominant factors in the choice of vitamin preparations One of the sections of the study was the determination of the frequency of purchased vitamin preparations. 19. Factors in the choice of vitamin drugs depending on age Since vitamins are usually used to prevent various seasonal diseases, their purchase is also seasonal.

Vitamin preparations are more often taken from late autumn to spring, the summer period is characterized by a decline in the use of vitamin preparations. The frequency of vitamin purchases in each age group is shown in Fig. twenty.

In general, the respondents participating in the study noted that they most often take vitamin preparations for the purpose of prevention, and only about 10% of the respondents use them as a means of complex treatment a certain type of disease as prescribed by a doctor. These facts oblige pharmacists and pharmacists to constantly improve their knowledge in order to provide effective valeopharmaceutical care.

Most of the respondents buy vitamin preparations for preventive purposes approximately once every 3–4 months. Attention should be paid to those consumers who buy vitamins on a monthly basis (36% of respondents under the age of 30; 23% - under the age of 50 and 15% - under the age of 70), they must be informed about compliance with dosages and rules for taking vitamins to avoid possible unwanted effects (this is especially true for fat-soluble vitamins).

Persons over 50 buy vitamin preparations less often, and 7% of respondents do not buy vitamins at all and do not use them for prevention purposes. This is the most financially and socially unprotected category of consumers. In general, the data obtained show that the majority of respondents are aware of the importance and necessity of promoting health, including through the intake of vitamins.

Rice. 20. Frequency of buying vitamins depending on age The study of consumer preferences in choosing vitamin products was carried out taking into account the positioning of vitamins by groups.

In accordance with the data of the State Register of Medicines, vitamin preparations are positioned in groups:

1) monovitamins;

2) multivitamins (PV);

3) multivitamins + multiminerals (PV + Me);

4) multivitamins + biologically active substances (PV + biologically active substances);

5) vitamins of domestic and foreign production;

6) vitamins of manufacturing companies.

During the survey, it was found that when buying multivitamin preparations, preference was given to multivitamins with minerals (62%), more often foreign-made. Almost two times less people buy simple multivitamin complexes (34%) and very few buy multivitamin complexes with biologically active substances (4%).

It was noted that among the vitamins of domestic production, monovitamin preparations (65%) are in great demand. Of foreign-made vitamins, consumers prefer to buy multivitamins with multiminerals (68%) and multivitamin complexes (25%). Less often, multivitamins with additives of biologically active substances are bought, for example, from medicinal plant materials (4%).

The obtained data on preferences for choosing multivitamins in different age groups are presented in fig. 21. It can be seen that young people are more likely to buy Vitrum, Centrum (15 and 14%, respectively), from domestic multivitamins - Revit, Complivit (13 and 10%, respectively), Aerovit, Vitasharm. Middle-aged respondents from foreign-made multivitamins also prefer Vitrum (13%) and Centrum (9%), as well as Duovit, Makrovit (8 and 6% respectively), from domestic multivitamins they buy mainly Complivit, Revit, Undevit (16, 11 and 6% respectively). People over 50 buy foreign multivitamins in very small quantities: Duovit - 2%, Centrum, Vitrum - 1-2%, from domestic multivitamins Undevit is the leader - 19%, often buy Complivit, Revit - 17 and 14%, as well as Kvadevit, Decamevit, Aerovit, Gendevit - about 7% of each drug. The results of segmentation and the identified factors of consumer preferences make it possible to determine trends in the formation of consumer demand and the creation of a more effective assortment of this group of drugs in each pharmacy.

Rice. 21. Preferences for the choice of multivitamins in age groups (%) The assessment of the positions of combined vitamins was carried out according to the 6 most important positioning parameters, selected as a result of an expert assessment of their importance among the medical and pharmaceutical characteristics of drugs for doctors when prescribing, for pharmacists when dispensing from pharmacy organizations (JSC ) and for consumers. Among the positioning parameters such as efficiency, safety of use, method of reception, price, speed of onset therapeutic effect, latitude pharmacological action. The assessment of the positions of combined vitamins was carried out with the involvement of doctors (100), pharmacists (100) and consumers (50) as experts; The survey was conducted in 2007. The coefficient of activity of respondents was 0.86.

Each drug was evaluated using a three-point scale (Table 7).

Evaluation scale when determining drug positions Safety of use - unsafe safe, but safe Mathematical processing of estimates of drug positions by experts is carried out by calculating “weighted average” drug ratings, taking into account the competence of doctors and pharmacists (Cik) (1):

where aij is the score of the i-th drug j-th expert by k-th parameter; Kj is the competence of the j-th expert; n is the number of experts.

In the course of statistical processing of the questionnaires, weighted average estimates of the importance of vitamin positioning parameters of various expert groups were obtained and the average position values ​​for each drug for each parameter were calculated (columns 3–8). The overall ranking was carried out according to the sum of the received ratings (Table 8).

Ranking of vitamins according to their market positions According to the most important parameter - efficiency (column 3), Complevit No. 60 and Vitrum No. 100 received the highest weighted average scores (2.91 and 3.00 points), also these vitamins are the safest (column 4) , according to experts. In terms of the “speed of onset of the therapeutic effect” parameter (column 5), Complevit No. 60 and Vitrum No. 100 also occupy leading positions, therefore, Revit No. 100 (1.01 points) and Aerovit No. 30 (1.11 points) occupy the last positions. Parameters such as price and breadth of pharmacological action (columns 5.6) were rated slightly lower than the others. For example, the most affordable are Undevit No. 50, Revit No. 100, Aerovit No. 30, Kvadevit No. 30. According to the method of administration, all drugs have strong positions (from 2.31 to 2.98 points), which indicates their dignity when consumed. .

As a result of the overall ranking, drugs were identified that occupy the strongest positions in terms of consumer characteristics - Complevit No. 60 (16.68 points), Vitrum No. 100 (16.08), Duovit (12.86) (Fig. 22).

Rice. 22. Positions of combined vitamins on the pharmaceutical market of Voronezh according to a comprehensive assessment of experts, points The positioning tool for drugs is a positioning grid, also called a perception map. This grid provides a visual representation of the positions of various drugs in a competitive set, usually in two dimensions. Two-dimensional positioning maps are built on the basis of any two parameters chosen by the marketing researcher. In order to select the quadrants of the matrix, it is necessary to calculate the interval of parameter values ​​(L), which will correspond to the side of each quadrant of the matrix (2):

where Omax is the maximum score of drugs, Omin is the minimum score, n is the number of points in the rating scale.

Currently, due to the differentiation of the level of solvency of various segments of the population, an important factor in the purchase of drugs for consumers is the price. Therefore, the third parameter in the two-dimensional matrix space can be the price factor, which can be taken into account in the matrix, for example, by using the principles of writing drug names (i.e., in different fonts):

1) bold italics - drugs with a low price;

2) regular font - drugs with an average price;

3) bold type - drugs with a high price.

Since a three-point scale was used in assessing the positions of vitamins, the interval of parameter values ​​will be 0.67. Due to the fact that the most important positioning parameter, according to experts, is the effectiveness of drugs, this parameter was the basis for constructing positioning matrices, the number of which depends on the possible number of combinations of the characteristics being evaluated (Fig. 23).

Safety of use According to the results of the "efficacy-safety" matrix for vitamins, high positions are occupied by such drugs as Complevit and Vitrum, the price of which was assessed by experts as low and high, respectively. Insufficiently effective and safe vitamins are Aerovit and Kvadevit, which fell into the quadrant of the matrix with weak positions. On fig. 24 shows other matrices built on the basis of the vitamin effectiveness parameter and other characteristics for which positioning was evaluated.

Based on the results of the study, practical recommendations were developed for JSC employees on the formation of an effective procurement policy. The range of vitamins must necessarily include drugs with strong positions, such as Vitrum and Complevit. The inclusion in the range of vitamins with average positions (Undevit, Oligovit) should be preceded by an additional marketing research, the result of which is the development of recommendations for strengthening the positions of these drugs and the elimination of the reasons that led to their decline. For vitamins with insufficient market positions (Duovit, Revit, etc.), AO marketers need to develop an advertising campaign whose activities are aimed at strengthening the merits in the minds of target consumers (price, convenient way of taking, minor side effects).

The breadth of the pharmacological action is a large spectrum. 24. Matrix "efficacy - breadth of pharmacological action"

peutical effect Method of administration Fig. Fig. 27. Matrix "safety of use - speed of onset" Fig. 28. Matrix "safety of use - breadth of pharmacological method of administration" 30. Matrix "speed of onset of therapeutic effect - breadth of pharmacological action"

How to take Fig. 31. Matrix "speed of onset of therapeutic effect - Method of administration

CHAPTER 3. CHARACTERISTICS OF VITAMIN C

3.1. PHYSIOCHEMICAL PROPERTIES

ASCORBIC ACID

Ascorbic acid belongs to the derivatives of unsaturated polyoxy-j-lactones. According to the chemical structure, it is j-lactone-2,3-dehydro-Lgulonic acid. This vitamin exists in two forms - ascorbic and dehydroascorbic acids. The first is easily oxidized, and the second, when reduced, easily turns into ascorbic acid. Both forms of acid are equally pharmacologically active.

According to physical properties, it is a white crystalline powder of sour taste. Easily soluble in water (1:3.5), slowly soluble in alcohol.

Due to the presence of a dipole group in the molecule (- C OH \u003d C OH -), it has strongly pronounced reducing properties, as a result of which it is easily oxidized in air under the action of light and metals (copper and iron).

The analysis of factory monocomponent vitamin C does not cause difficulties and is carried out according to pharmacopoeial articles.

The analysis of multicomponent vitamin preparations (in particular, those containing ascorbic acid) causes difficulties, since they contain heterocyclic structures with similar chemical properties.

GF XI introduced the section "Methods for the quantitative determination of vitamins in LF".

3.2. PHARMACOLOGICAL FEATURES OF VITAMIN C

Vitamin C is an effective environmental protector. The ability of vitamin C to remove excess lead, copper, nitrosamines, arsenic, benzenes, cyanides from the body during complex therapy has been proven. In addition, ascorbic acid is necessary for the body to protect against viral and bacterial infections, for the synthesis of steroid hormones, neurotransmitters, collagen and carnitine, for iron absorption, stimulation of macrophages, induction of endogenous interferon. Vitamin C repeatedly potentiates the activity of recombinant forms of human alpha interferon and therefore, as a synergist of immunomodulatory action and as an antioxidant, it is included in many drugs. To potentiate the anti-inflammatory effect, vitamin C is added to preparations based on paracetamol and acetylsalicylic acid, which increases the body's resistance to infections. But forms of NSAIDs or antipyretics with ascorbates have not yet been registered in the Russian Federation.

The main indications for the appointment:

hypovitaminosis C;

hemorrhagic diathesis, bleeding;

infectious diseases, intoxication;

acute radiation sickness;

acute and chronic hepatitis, cirrhosis of the liver;

peptic ulcer stomach and duodenum With hemorrhagic manifestations, esophagitis;

chronic gastritis, enteritis;

adrenal insufficiency;

sluggishly healing wounds, rough scar formation; ulcers of the mucous membranes and skin;

dysplasia, cystic complications in acne;

physical and mental fatigue;

pregnancy, lactation (daily doses);

medicinal disease.

Vitamin C in puberty is a catalyst for growth. Ascorbic acid induces the expression of chondroblast and fibroblast genes responsible for collagen synthesis and ensures the maturation of the connective tissue protein collagen and elastin. This is important not only for the formation of the connective tissue layer of blood vessels, but also for the supporting layer of the skin, ligaments and membranes of organs. With a lack of vitamin C in adolescence, a higher incidence of cystic complications in acne was noted, there are indications of a correlation with postural disorders and scoliosis, with the formation of stretch marks on the hips, lower back, and in girls also on the chest.

With bases of alkali and alkaline earth metals, L-ascorbic acid forms chelate forms - sodium, calcium, magnesium and potassium ascorbates.

Chelate complexes are less acidic and do not cause potential gastric irritation, especially in patients with stomach and intestinal diseases accompanied by hyperacidity. When taking ascorbates, higher doses of vitamin C are better tolerated, and one or another bioelement (Mg, Ca, Na, K) is additionally supplied to the body.

The observation period for patients receiving ascorbates and vitamin C in European countries exceeds 10 years. There is data that allergic reactions reported less frequently with chelated forms (French Vitamin Institute, Paris, 2003).

When using vitamin and vitamin-mineral complexes with vitamin C, the conversion factor should be taken into account. In our country, all the norms for the consumption of vitamin C are calculated for ascorbic acid, but at the same time, ascorbates and ascorbyl palminate are already present in the pharmacy network. It should be remembered that the content of ascorbic acid in 1 mg of Na ascorbate is 0.889 mg, in 1 mg of Ca ascorbate - 0.826 mg, in 1 mg of ascorbyl palmitate - 0.425 mg.

3.4. POTENTIZATION OF VITAMIN C ACTIVITY

However, the main direction in the evolution of vitamin C pharmacology was not so much the chelate direction, but the idea of ​​potentiation (assimilation, interactions, risk reduction). This idea pervades all vitaminology. It turned out that the improvement of pharmacokinetic parameters is achievable with the introduction of ascorbates, the creation of improved shell technologies (resistance to the acidic environment of the stomach and solubility in small intestine site of predominant absorption of vitamin C. The technology of microencapsulation of vitamin C and antagonist elements (iron, copper) in one complex has significantly reduced the problem of physicochemical interaction. However, a significantly higher efficiency was achieved when developing new ideas for potentiation at different stages of the biochemical route of vitamin C (glutathione, lysine, cysteine, D-ribose, hesperidin) according to the principle of orthomolecular medicine.

Natural molecules, together with vitamin C, participating in the implementation of various effects and facilitating their course, are recreated in the form of an ideal food complex necessary to maintain the norm of various types of metabolism, primarily vitamin C metabolism. When potentiating vitamin C, the introduction of adapters can be provided, reducing the risk of unwanted effects.

Immunopotentiating the effects of vitamin C is another innovation.

This process is evaluated from the standpoint of immunology. Thus, the ability of physiological doses of vitamin C to activate phagocytosis increases significantly with the joint administration of vitamin C and alpha-interferon, vitamin C and glutathione, a mixture of ascorbates with glutathione, ascorbic acid with selenium and lycopene. The high significance of the level of glutathione for the implementation of the maximum immunomodulatory activity of the vitamin has been proven.

Potentiation of vitamin C absorption by ascorbic acid metabolism promoters - glutathione, lysine and cysteine ​​- contributes to the activation of vitamin C absorption by leukocytes.

CONCLUSION

The pharmaceutical market of vitamins is one of the competitive segments, where there is a tendency to expand the range of brands for various categories of consumers. The analyzed segment is characterized by a fairly high saturation of drug trade names and a large number of manufacturers present in it. The volume of pharmacy sales of multivitamin preparations is growing somewhat slower in relation to the entire pharmacy market. The dynamics of structural changes is moderate, the positions of the main leaders are quite stable. The segment is still dominated by products of Western manufacturers, which is largely based on a gap in promotion opportunities. foreign companies and domestic manufacturers. The most sold domestic brands on the market are still relatively inexpensive drugs with a long history. An important innovation is the introduction of adaptagens (ginseng, echinacea, plant pollen, etc.) and amino acids into the composition of vitamins. In this case, vitamins are often on the verge between drugs and dietary supplements, which allows manufacturers to register their drugs not as drugs, but as dietary supplements.

As a result of the analysis of vitamin consumers, a socio-demographic portrait of a vitamin consumer was compiled. This is a woman (67%) aged 31 to 50 years (42%) with a higher or vocational education (81%), who is an employee of some enterprise (or firm) (41%). Buying vitamins about once every 3–4 months (56%), mainly as a preventive measure (90%), she prefers multivitamins with minerals (62%), guided by the recommendations of pharmaceutical workers (36–38%).

It is very important to raise the level of awareness of the population about the possibilities of vitamin preparations, to ensure that the importance of combating vitamin deficiency becomes clear to everyone. Perhaps in the near future, vitamins will no longer be considered a luxury and will move into the category of daily consumption drugs. Then it will be possible to hope for a slow but sure improvement in the state of people's health, a decrease in the number of many chronic diseases and malformations, extension of the period active life person.

BIBLIOGRAPHY

1. State Register medicines. - M., 2002. - T. 1. - 1300 p.

2. State register of medicines. - M., 2004. - T. 1. - 1404 p.

3. State Pharmacopoeia of the USSR: Issue. 2. General methods of analysis. Medicinal plant raw materials / Ministry of Health of the USSR. – 11th ed. - M. : Medicine, 1989. - 398 p.

4. State Pharmacopoeia of the USSR: Issue. 1. General methods of analysis / Ministry of Health of the USSR. – 11th ed. - M. : Medicine, 1987. - 336 p.

“SAINT PETERSBURG STATE UNIVERSITY HISTORICAL FACULTY DEPARTMENT OF MUSEOLOGY VG AnAn'ev NATIONAL AND INTERNATIONAL MUSEUM ORGANIZATIONS Educational and methodological manual St. Petersburg 2013 1 LBC 79.14 A 64 Scientific editor: Dr. ist. sciences, professor, head. Department of Museology, St. Petersburg State University AV Mayorov Reviewers: Ph. D., head. UNESCO Chair in Museology and World Heritage at Masaryk University (Brno, Czech Republic), Vice-President of the International...»

“SAINT PETERSBURG STATE UNIVERSITY HISTORICAL FACULTY DEPARTMENT OF MODERN AND MODERN HISTORY VN Baryshnikov RUSSIA AND THE COUNTRIES OF NORTHERN EUROPE Part I Textbook Saint Petersburg 2013 1 LBC 63.3(0) B 269 Reviewers: Dr. ist. sciences, prof. V. E. Vozgrin (St. Petersburg State University), Doctor of Philosophy. Sciences, Cand. ist. sciences, prof. A. L. Vassoevich (St. Petersburg State University) Recommended for publication by the Academic Council of the Faculty of History of St. Petersburg State University ... "

"FEDERAL AGENCY FOR EDUCATION State educational institution of higher professional education Ural State University. A.M. Gorky IONTS Tolerance, human rights and conflict prevention, social integration of people with handicapped Faculty of International Relations Department of European Studies educational and methodological complex of the discipline Geoconflictology study guide Geoconflictology Ekaterinburg 2008 Stepanov A.V. cand. geogr...."

“R.Zh.Kadysova HISTORIOGRAPHY and A 1Y L and c | p i 1Lch1t/ U LkT U Op LY JSC IU gip MODERNIZATIONS p p Ministry of Education and Science of the Republic of Kazakhstan Pavlodar State University named after. S. Toraigyrova R. Zh. Kadysova HISTORIOGRAPHY OF SOCIO-CULTURAL MODERNIZATION Recommended by the Republican Educational and Methodological Council of Higher and Postgraduate Education of the Ministry of Education and Science of the Republic of Kazakhstan at Al-Farabi Kazakh National University as a textbook Pavlodar 2006 UDC 930.1 (574) BBK 63.3 (0) ... "

"Ministry of Education and Science of the Russian Federation Federal State Budgetary Educational Institution of Higher Professional Education Amur State University Department of Sinology EDUCATIONAL AND METHODOLOGICAL COMPLEX DISCIPLINE INTERNATIONAL RELATIONS OF CHINA Main educational program in the direction of training 032300.62 Regional studies Blagoveshchensk 2012 CONTENT OF THE INTERNATIONAL AND METHODOLOGICAL COMPLEX 1. Work program of the lecture course relations..."

"TABLE OF CONTENTS I. General information Introduction Purpose of teaching the course Recent history of Asian and African countries Tasks of studying the course Recent history of Asian and African countries Teaching and methodological support of the course Recent history of Asian and African countries ... 6 Competence-based approach to conducting seminars on the course Recent history countries of Asia and Africa. General guidelines for seminars on the course Modern history of Asia and Africa. The place and role of seminars in the framework of the course Modern...»

« Kazan (Volga) Federal University V. F. Marchukov, I. Yu. Zobova Socio-political systems of the countries of the Middle East (Turkey, Iran, Afghanistan) (with an in-depth study of the history and culture of Islam) METHODOLOGICAL RECOMMENDATIONS Approved by the Scientific and Methodological Council for the Study history and culture of Islam as a teaching aid ... "

"MINISTRY OF EDUCATION AND SCIENCE OF THE RUSSIAN FEDERATION Federal State Autonomous Educational Institution of Higher Professional Education Kazan (Volga Region) Federal University I. Yu. Zobova Taxes and taxation in countries with Islamic economies knowledge of the history and culture of Islam as a teaching aid for students ... "

« PEDAGOGICS AND PEDAGOGICAL PSYCHOLOGY TROYANSKAYA S.L. Museum pedagogy and its educational opportunities in the development of general cultural competence Textbook Izhevsk 2007 UDC 373.1(075) LBC 74.200.055 Ya 73 T 769 Kovycheva (Izhevsk, Ural State University) Candidate of Pedagogical Sciences, Associate Professor...»

"Ministry of Education of the Russian Federation Yaroslavl State University. P.G. Demidova O.V. Babanazarova CONCEPTS OF MODERN NATURAL SCIENCE Part 1 Textbook Yaroslavl 2000 LBC B.ya73 B12 Babanazarova O.V. Concepts of modern natural science. Part 1: Proc. allowance / Yaroslavl. state un-t. Yaroslavl, 2000. 44 p. ISBN 5-8397-0059-2 The first part of the manual contains introductory themes of the course, allowing you to present material about inanimate, living nature and man from the standpoint of modern ... "

"HYDROGRAPHY Textbook Leningrad GKD $) meteorological institute LIBRARY 1 L-d 193! 9b, Malo7. tenslmy g !., 98 E H N I C E S K I Y INSTITUTE named after M, I. K A L I N I N A UDC 551. Approved by the Academic Council of the Leningrad Hydrometeorological Institute The textbook is based on ... "

"S.V. Melnik, V.P. Nikitin INTRODUCTION TO THE EDUCATIONAL PROCESS Tutorial Ministry of Education of the Russian Federation Siberian State Automobile and Road Academy (SibADI) S.V. Melnik, V.P. Nikitin INTRODUCTION TO THE LEARNING PROCESS Tutorial Omsk Publishing House SibADI 2002 UDC 378 LBC 74.58 M 48 Reviewers: B.V. Belousov, Ph.D. tech. Sci., Director of State Unitary Enterprise SoyuzdorNII Omsk Branch A.A. Burakevich, Deputy head of the NGO DEP Omskavtodor The work was approved by the editorial and publishing council of the academy in ... "

«SP Gorshkov CONCEPTUAL FOUNDATIONS OF GEOECOLOGY Publishing house SGU Smolensk 1998 LBC 26.8 D 70 Gorshkov S.P. Conceptual Foundations of Geoecology: Textbook. - Smolensk: Publishing House of the Smolensk University for the Humanities, 1998. Annotation. The history of geoecological knowledge, general ideas about geoecology, living matter, the biosphere, as well as the main anthropogenic impacts on it and the consequences in urban and rural environments, in mining, water management ... "

"MOSCOW AUTOMOBILE AND ROAD STATE TECHNICAL UNIVERSITY (MADI) O.A. Iskhakova, A.M. Matveeva CULTUROLOGY Educational and methodological recommendations for conducting seminars MOSCOW AUTOMOBILE AND ROAD STATE TECHNICAL UNIVERSITY (MADI) Department of History and Cultural Studies I approve Head. Department Associate Professor _ M.B. Maglova 2013 O.A. Iskhakova, A.M. Matveeva CULTUROLOGY Educational and methodological recommendations for conducting seminars MOSCOW MADI UDC BBK and Iskhakov, ... "

"BUT. I. Shirokov, V. G. Zelyak, N. S. Tseplyaeva, R. P. Korsun, I.P. Shirokova, I. D. Batsaev, T. Yu. Gogoleva, F. E. Firsov, L. N. Khakhovskaya, G. A. Pustovoit Textbook Scientific editor Doctor of Historical Sciences, Professor A. I. Shirokov Approved by the Department of Education of the Administration of the Magadan Region Magadan Okhotnik Publishing House 2011 BBKKr.63.3 (2r-4m) Ya72 N907 Materials prepared: Introduction, conclusion, § 8.10-A. I. Shirokov; § 1,2,4,7,13–V. G. Zelyak, N. S. Tseplyaeva; § 3– R. P. Korsun; § 5–N. S. Tseplyaeva; § 6.11-12-A. I. Shirokov, V...."

“Fundamentals of Functional Programming Tutorial L.V.Gorodnyaya [email protected] Novosibirsk, 2004 1 Lecture content page 1. Main ideas 3 2. Elementary Lisp 11 3. Interpreter 25 4. Functions 40 5. Names and contexts 52 6. Properties of atoms 60 7. Detailing definitions 80 8. Compiling programs 87 9. Implementation details 96 10. From FP to OOP 104 11. Non-determinism 115 12. Process control 13. Higher-order functions 14. Mocking and tests 15. Programming paradigms...»

«MINISTRY OF EDUCATION AND SCIENCE OF UKRAINE KHARKIV NATIONAL UNIVERSITY named after V.N. KARAZIN HISTORY OF RUSSIAN LITERATURE OF THE XIX CENTURY (FIRST HALF): Lecture abstracts. Plans of practical classes. Mandatory minimum of texts. basic and additional literature on the topics of the course for full-time and part-time students-philologists Kharkiv 2007 in...."

"BUT. S. Avtonomov JUVENAL JUSTICE A.S. Avtonomov JUVENAL JUSTICE Textbook Moscow 2009 UDC 347.157.1 LBC 67.404.532 LBC 67.711.46 A-225 Avtonomov AS Juvenile Justice. Tutorial. M.: Russian Charitable Foundation No to Alcoholism and Drug Addiction (NAS), 2009. - 186 p. The book, written by Doctor of Law, Professor A. S. Avtonomov, is devoted to the issues of juvenile justice: basic concepts, different approaches and points of view on juvenile justice, its problems ... "

“K.A. PASHKOV, A.V. BELOLAPOTKOVA, EDUCATIONAL AND METHODOLOGICAL MANUAL FOR SEMINAR LESSONS ON THE HISTORY OF MEDICINE MOSCOW STATE MEDICAL AND STOMATOLOGICAL UNIVERSITY of the Ministry of Health Russian Federation K.A. PASHKOV, A.V. BELOLAPOTKOVA EDUCATIONAL AND METHODOLOGICAL MANUAL FOR SEMINAR LESSONS ON THE HISTORY OF MEDICINE for students of the Faculty of Dentistry Recommended by the Educational and Methodological Association for Medical and Pharmaceutical Education of Russian Universities as a teaching aid ... "

Z. N. Mnushko, prof., Doctor of Pharm. Sciences,
I. A. Grekova

Consumer choice of vitamin products

National Pharmaceutical Academy of Ukraine

The development of the modern pharmaceutical market reflects the progressive achievements of the world production of medicines, medical and pharmaceutical science, aimed both at combating various diseases and for the health of the population. Today it is important and even prestigious, especially for the working part of the population, to be healthy. The desire of people to improve health, increase the body's resistance to adverse environmental factors, and increase its reactivity in the fight against infectious diseases determine the growth of the market for restorative agents, including vitamins, which, unlike other groups of drugs, are natural regulators of tissue metabolism processes. The body's need for vitamins depends on many factors: the age and state of human health, individual metabolic characteristics, the level of physical and mental stress, the nature of nutrition, and climatic conditions. The consumption of vitamins is seasonal: it increases in winter and early spring, when the human diet is depleted in fresh vegetables and fruits.

Vitamins are medicines that are dispensed from pharmacies without a doctor's prescription, so consumers most often choose them themselves. In this regard, consumer evaluations of vitamin medicines are of strategic importance for both manufacturers and pharmaceutical companies involved in the marketing of pharmaceutical products at all stages - from drug development to its positioning on the market. The final and actual positioning of the product is carried out in the mind of the consumer. Value orientations and perceptions of people cannot be changed with the help of marketing and advertising, therefore it is important that pharmaceutical products, in terms of their commercial qualities, are in harmony with the demands and needs of consumers. In this regard, it is important to analyze the composition of real buyers and their motivations when purchasing.

The object of our research is the influence of the qualitative and commercial characteristics of vitamins on the choice of buyers, as well as the identification of patterns in the structure of preferences of certain categories of consumers of vitamin medicines for oral use.

On the basis of a number of pharmacies in Kharkov and Kharkov region during the last week of November and December 1999, more than a hundred people were surveyed and interviewed, who made the purchase of vitamins. According to the results of the survey, a segment of consumers of the named group of medicines was identified. The following were used as the main features of segmentation of respondents: gender, age, social class, level of education and income (Fig. 1).

Rice. 1. Segmentation of consumers of vitamin medicines

signs of segmentation	vitamin consumers
floor	women 64.7%					men 35.3%
age	under 20 years old 26.5%		21-30 years old 35.3%			31-45 years old 29.4%			46-60 years old 8.8%
education	higher 47.1%		incomplete higher education 35.3%			avg. specialist. 10.3%			average 7.3%
social status	pupils and students 32.4%	employees 29.4%			workers 17.7%	pensioners 8.8%	unemployed 8.8%			undertake mothers 2.9%
income level	with low incomes 73.7%			with an average income of 20.4%				with high incomes 5.9%

Among the surveyed consumers of vitamins, as well as among all visitors to pharmacies, women predominated. The age groups of consumers were almost evenly represented, with the exception of patients over 45 years old (less than 10%). Persons over 60 did not purchase vitamin preparations during the survey, which indicates the unavailability of this group of preparations for this most financially and socially vulnerable segment. Due to the fact that only financially secure people can afford to eat rationally and have fresh fruits and vegetables on the table all year round, most of the consumers of vitamin products (over 70%) are people with low incomes, most often they are students and employees. Consumer segmentation data suggested that the importance and need for promoting health through vitamin intake is more perceived by people with high level education, since more than 80% of consumers have higher or incomplete higher education.

In the course of our research, it was revealed that most often the respondents take vitamin preparations for the purpose of prevention, and only every tenth patient as a means of complex treatment of a certain type of disease. At the same time, about 70% of consumers make the decision to purchase on their own (Fig. 2), the rest made the purchase of vitamins on the recommendation or prescription of a doctor.

Rice. 2. Reasons for buying vitamin drugs

Respondents more often take a multivitamin complex than a single vitamin, and the latter are taken only on the recommendation of a doctor, while the use of a vitamin complex does not depend on medical recommendations.

Rice. 3. Sources of information about vitamin medicines

According to our research, advertising was one of the main sources of information about vitamins for almost 90% of respondents (Fig. 3), which largely determined the choice of almost 60% of respondents (Fig. 4). Among various types of advertising, consumers noted the impact of television commercials and advertising in transport (in particular, in the subway) (Fig. 5).

Rice. 4. Consumer opinion on the influence of advertising on the choice of vitamin drugs

It should be noted that the excessive promotion of vitamins and at the same time the lack of information about the consequences of their abuse leads to the fact that more than a quarter of consumers, according to our survey, have no idea about an overdose and buy multivitamin products quite often, that is, up to 2–3 once a month (Fig. 6). The data obtained indicate the advisability of mentioning in advertising about the features and precautions when taking vitamin preparations.

Rice. 5. Types of advertising that influenced the choice of vitamin medicines

Consumers of medicines are a special category of buyers who, when making a purchase decision, along with the pharmacotherapeutic properties of pharmaceutical products, also evaluate information about the drug in terms of ideas about the ideal product. In this regard, the respondents were asked to assess the degree of influence of certain characteristics of vitamin medicines on their choice when buying at a pharmacy. Generalized data on the structure of consumer preferences are shown in fig. 7.

Rice. 6. Frequency of buying vitamins

Price, along with pharmacotherapeutic properties (efficacy and safety), is one of the most important factors influencing the buyer's choice of vitamins. At the same time, the opinions of consumers are divided: one part of the respondents (more than half of the respondents) considers the price as an indicator of the effectiveness, complexity and quality of vitamin products; the other considers the price as a decisive factor when making purchases only because she is forced to save money.

Rice. 7. Distribution of the degree of importance for consumers of individual parameters of vitamin preparations

The next selection criteria in order of importance are the composition (or complexity) of the vitamin product and the type of dosage form. The respondents consider dragees and tablets (80%), syrups (15%), drops (4%) to be the most convenient to use, and only a small group found it convenient to use vitamins in the form of injection solutions (1%).

The manufacturer of a vitamin preparation is in sixth place in terms of the degree of influence on consumer choice. A significant part of the respondents (over 40%) would like to purchase foreign-made vitamins (Fig. 8), however, due to the difficult financial situation, many of them are forced to purchase domestic-made vitamin preparations at an affordable price. Among the complex vitamins of the domestic manufacturer, the most popular were Revit and Hexavit.

Rice. 8. Consumer preferences for domestic and imported oral vitamins

The type of packaging, as a feature that characterizes the reliability of storage of the drug and the convenience of extracting vitamins, is not the least important when choosing the named group of products. This is due to the fact that usually the amount of vitamins in one package is calculated for a monthly course of administration, therefore it is important for the consumer that the package ensures the safety of the drug for a long time and does not cause inconvenience when taken.

The popularity of the drug, its external design and the quantity in the package have the least and almost equivalent influence on the decision-making process on the purchase of vitamin products.

The economic situation of an individual greatly affects his product choice, in this regard, the assessment of the consumer properties of a vitamin product of high-income consumers differs significantly from the general structure of preferences (Fig. 9). For them, the price factor, along with popularity and the number of vitamins in the package, has little effect on the choice. This segment of consumers, represented by more than 50% of entrepreneurs, pays the main attention, along with efficiency and safety (in descending order), to such criteria of vitamin medicines: complexity, external design, type of dosage form, type of packaging, manufacturer.

Rice. 9. Values ​​of individual vitamin parameters for consumers with different levels of monthly income

As a result of processing the survey data, a significant relationship was not established between the importance of individual vitamin parameters and age, gender and social status of consumers. It should only be noted that young people are more progressive when buying and are prone to experimentation, risk, that is, they more often purchase vitamin products that have recently appeared on the market, which cannot be said about older people who prefer traditional ones that they have been using for another twenty to fifteen years. back to vitamins. In the structure of the preferences of the latter, fame in terms of influence on their choice is in sixth place.

Thus, we have determined the structure of the requirements of consumers of vitamin medicines, which influence the purchase decision. The results of segmentation and the identified factors of consumer preferences make it possible to understand the trends in the formation of consumer demand and effectively organize the production and sale of vitamins. The data of our studies indicate the need for additional awareness of the population and obtaining advice from a doctor and a pharmaceutical worker on the rational use of vitamin medicines.

Literature

1. Golubkov E. P. Marketing research: theory, methodology, practice. - M .: Finpress, 1998. - 416 p.
2. Grishko S. Research of consumer preferences//Business Inform.- 1997.- No. 23.- P. 72–75.
3. Follow-up of the structure of the benefits of slow drug preparations (methodological recommendations) / Mnushko Z. M., Grekova I. A., Gorbenko A. B., Terrible V. V. - H.: UkrFA, 1998. - 26 p.
4. Poltorak V. A. Marketing research: methods and technologies. - Dnepropetrovsk: Art-Press, 1998. - 136 p.

The influence of socio-psychological factors on the formation of a class team elementary school

Demographic Research

Features of communication in the city

Modern speech reflects the unstable cultural and linguistic state of society, balancing on the verge of the literary language and jargon. In different periods of the development of society, the language was also different. In the 20-30s...

Prospects for the demographic development of Russia

There are several main factors influencing the demographic situation. 1) The factor of state policy. It is absolutely clear that the policy pursued by the state also affects the economic situation in the country...

Political PR in modern Russia

Proper communication with the target audience, revealing the true opinion is the generator of the commercial success of any firm and company...

consumer behavior

As mentioned earlier, along with internal factors that have a significant impact on consumer behavior, there are also external factors. Factors of external influence on consumer behavior include: culture ...

Reproductive motivation of women in the context of family and marriage transformation

Modern youth develops and is formed personally already in somewhat different conditions than those that were characteristic of the youth of the 90s. The acute phases of the crisis in the state have passed ...

The Role of Employment Forecasting in Labor Market Regulation

The most important factors that will influence the dynamics of the labor market development and its structure in relation to Nizhnevartovsk...

The family as a subject of consumption

Family (household) purchases are influenced by a variety of factors. The first factor is the behavior of the family. Family shopping behavior can only be assessed by examining the behavior of all family members. After all, a family is a collection (group) of people ...

Contemporary Issues demographic development of the Russian Federation

There are several main factors influencing the demographic situation: 1) The factor of state policy. It is certainly clear that the policy pursued by the state also affects the economic situation in the country...

Modern volunteer: socio-demographic and psychological portrait

Modern volunteer: socio-demographic and psychological portrait (on the example of volunteers in the city of Yaroslavl)

A volunteer, like any person, develops as a person and acquires his characteristic features under the influence of the surrounding world in general, and society in particular. In the process of socialization, certain factors play an important role ...

Socio-psychological aspects of the family life of submariners

In psychology, marital satisfaction is understood as a subjective assessment by each of the spouses of the nature of their relationship. According to the definition of satisfaction with marriage, A.V. Shavlova “marital satisfaction with marriage is nothing else ...

Socio-economic problems of modern Russia

In 2009, the share of the poor in Russia was 16%, the low-income - 56%, the well-to-do population - 28%. Poverty in Russia at present, to a large extent, depends on such characteristics as the type of settlement, age ...

Pharmacoeconomic analysis of the drug market for socially vulnerable groups of the population

The influence of individual parameters of medicines on the choice of consumers with different social status The most significant factors influencing the choice of consumers of medicines were the price ...