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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/10365

Title: Assessment of the Influence of Country of Origin on Consumer Choice of Pharmaceutical Products in Ghana
Authors: Kugbey, Godfred
Issue Date: 27-Jan-2017
Abstract: The pharmaceutical sector in Ghana has undergone tremendous change over the years as a result of competition among the players. Pharmaceutical shops are constantly influencing perception of customers based on the country of origin in order to influence consumer choice. The study focused on the influence of country of origin on consumer choice of pharmaceutical products in Ghana. The objectives of the study are to assess customer perception of pharmaceutical products based on country of origin, consumer knowledge of country of origin of pharmaceutical products, examine consumer choice of pharmaceutical products and to determine the effect of country of origin on consumer choice of pharmaceutical products. The survey was conducted on a total of 250 respondents out of which 205 responses were received representing 82% response rate. The study collected data using questionnaires. The study adopted convenience and purposive sampling technique in selecting respondents. The results generally show that country-of-origin of pharmaceutical products play a significant role in assisting consumers of pharmaceutical products, make and select the best and effective drug from countries perceived to have quality drugs for consumers choice. Consumers believe that they are socially recognized anytime foreign products are purchased. They believe that consultation before purchasing leads them to purchasing quality and effective products. The results show an inverse relationship between political climate of products and consumer choice and it’s significant. There is a positive relationship between cultural factor of product and consumer choice and statistically significant. Cultural factor of the product meaning that, this variable makes the strongest contribution to explaining consumer choice behaviour and far as purchase of pharmaceutical products is concerned. It has been observed from the research that country of origin has a significant and positive influence on consumer choice of pharmaceutical products and should be considered seriously when making purchase decisions.
Description: A thesis Submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology (KNUST), in partial fulfillment of the requirement for the degree of Master of Business Administration (Marketing Option), 2016
URI: http://hdl.handle.net/123456789/10365
Appears in Collections:College of Arts and Social Sciences

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