Marketing Analysis and Consumer Characteristics of Antihypertensive Drugs in the Azerbaijani Pharmaceutical Market

Abstract

The marketing characteristics and consumer behavior of antihypertensive drugs in the Azerbaijani pharmaceutical market were comprehensively analyzed. The study employed the content-analysis method, surveys conducted among physicians and end-users, and official statistical sources, including the state drug registry, the price lists of the Tariff Council, and data from the Analytical Expertise Center. The results indicate that preparations belonging to anatomical-therapeutic-chemical groups C03, C07, C08, and C09 dominate the market, with drugs acting on the renin-angiotensin system and their combinations occupying the leading position. Analysis of both physician and patient behavior revealed that therapeutic effectiveness and price are the principal criteria in drug selection. At the same time, poor treatment adherence, limited drug availability, and price level were identified as the key challenges in the management of arterial hypertension. The consumer-profile analysis demonstrates that the “effect–cost” balance plays a decisive role in the decision-making process, and that socio-economic factors significantly influence consumer behavior. The findings have practical implications for pharmaceutical companies, healthcare providers, and policymakers seeking to improve the accessibility, affordability, and rational use of antihypertensive therapy in Azerbaijan.