Effect of branding on the purchase of European and Asian drugs in South-Western Nigeria
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Nigeria Journal of Business Administration
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.
Drugs , Package branding , Country of Origin , Consumer , Research Subject Categories::PHARMACY
Dixon-Ogbechi, B.N. & Agada, S.A. (2020). Effect of branding on the purchase of European and Asian drugs in South-Western Nigeria. Nigerian Journal of Business Administration