The consumers' preferences toward general pharmacy patronage and pharmacist consultation service activities offered by Prince of Songkla University Demonstration Pharmacy (PSDP) were determined. A convenience sample of 100 customers using PSDP was selected. For an in-store survey, subjects were asked how important were 13 general pharmacy patronage dimensions and six pharmacist consultation service activities using a unipolar importance scale. They also were asked questions about drug purchases and demographic information. The mean importance scores of all the 13 general pharmacy patronage dimensions were rated above three (of moderate importance) and all mean importance scores of the six pharmacist consultation service activities were rated above four (of considerable importance). This study has shown that all the general pharmacy patronage dimensions were considered important and needed to be provided as a basic step to build-in traffic and maintain its customers. However, fulfillment of the general pharmacy patronage alone cannot assure the success of the PSDP. In order to maintain customers' loyalty, the service aspect could not be ignored. Pharmacist consultation service activities are crucial parts of the success of PSDP business and would make the PSDP an ideal pharmacy setting that customers are waiting for.