OBJECTIVE： To provide reference for the survival and development of retail pharmacies. METHODS： By questionnaire survey， main influential factors of 500 consumers’ choice to retail pharmacies in urban district of Chongqing were analyzed； combined with exploratory factor analysis， main factors and important factors of consumers’ choice to retail pharmacies were summarized； single factor variance analysis was adopted to study the relationship of important factors and their variables with the personality characteristics of consumers. RESULTS & CONCLUSIONS： Among 500 questionnaires， there retrieved 403 effective questionnaires with effective rate of 80.60％. Among 19 influential factors of consumers’ choice to retail pharmacies， professional pharmaceutical care， customer convenience， drugstore reputation and purchase cost had become the main influential factors； pharmaceutical care and customer convenience were important factors that affected the choice of retail pharmacies. While， consumers’ personality characteristics have different influences on consumers’ choice to retail pharmacies. So， competitive retail pharmacies should transfer traditional price competition strategy into differentiated service competition， subdivide customers， promote professional pharmaceutical care， focus on the difference of customer convenience service and innovate service form.