Abstract
A focus on understanding the attributes that impact product evaluation is important in developing effective marketing strategies of branded and generic drugs. This Quantitative cross-cultural study examines whether a relationship exists between product evaluation attributes and consumer product trust and loyalty of branded and generic drugs. This study examined the attributes of gender, country, product involvement, and consumer knowledge.A self-administered questionnaire was utilized to collect data from patients and employees from two different healthcare centers, one in Kenya and the other in central Florida. The outcome of the study indicated that there was a correlationbetween several of these attributes and consumer product trust of generic and branded drugs. Implications and limitations of this study are discussed. Despite of its limitations, the results of this study lay down a strong foundation for further research on this subject.
Highlights
Prescription drugs sales is vital to pharmaceutical firms who use part of the proceeds to invest in sales and marketing and most importantly, in Research and Development (R&D) of new drugs
Due to limited amount of cross-cultural research in this subject, this study will attempt to find if culture as a product evaluation attribute influences consumer product trust and loyalty of generic and branded drugs
Percentage of female participants was higher in the United States than in Kenya while the percentage of male participants was higher in Kenya than in the United States
Summary
Prescription drugs sales is vital to pharmaceutical firms who use part of the proceeds to invest in sales and marketing and most importantly, in Research and Development (R&D) of new drugs. The success of this industry depends on the success of its innovation. The central premise of this argument is that customers with a high product involvement tend to be more attached and trustful to the product, more loyal to the brand This premise might differ among different cultures. Due to limited amount of cross-cultural research in this subject, this study will attempt to find if culture as a product evaluation attribute influences consumer product trust and loyalty of generic and branded drugs. The attributes of gender, product involvement and consumer knowledge will be studied
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