Effect of Branding on the Purchase of European and Asian Drugs in South-Western Nigeria
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Date
2020
Authors
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Publisher
Nigeria Journal of Business Administration
Abstract
Although consumers purchase drugs based on the physician’s prescription and user’s
experience, they have increasingly shown personal and emotional consideration in
determining branded or generic drugs in the purchase decision. In terms of the
marketing of drugs, little research has been undertaken in this area in Nigeria.
Emphasis has rather been on regulation and control. This study therefore examined
consumers’ preference in terms of the effects of country of origin brand name, package
branding, and ingredients branding on purchase of drugs between the European and
Asian drugs. Data were collected from 312 buyers of Over-the-Counter (OTC) drugs in
Lagos and Osun states in Nigeria through a cross-sectional survey. Data were
analysed using both descriptive and Independent Sample t-Test. The results showed
that there is no statistically significant difference in consumers’ perception of the
branding elements in purchase between European and Asian drugs. It is therefore
recommended that marketers comply with standards set by the regulating institutions
for drug manufacture and administration as competitors would endeavor to meet up
with expected standards and thus render the effect of branding as a differentiation
strategy among competitors void. It is also recommended that pharmaceutical
companies operating in international markets recognize branding elements such as the
country of origin brand name, package branding, and ingredient branding employed by
competitors as consumers rate them reasonably high in their purchase decision.
Description
Keywords
Country of Origin, Consumer, Package branding, Ingredient branding, Drugs