Factors Affecting Chronic Patients Brand Preference of Pharmaceutical Products in Ethiopia: Hawassa City
Abstract
The Purpose of this study is to assess factors affecting brand preference of pharmaceutical products of chronic patients in Hawassa city. The study followed Quantitative research approach. Descriptive and explanatory research design is employed to assess the influence of price differences of drugs, product availability, prior brand experience, professional information, and country of origin on brand preference of pharmaceutical products. The study was conducted with 371 chronic patients using self-administered questionnaire. Sample is taken from 7 sub cities of Hawassa city pharmacies and drug stores through stratified random sampling technique. The data was analyzed using descriptive and inferential analysis method. The findings of the study revealed that product availability, price difference, prior brand experience, and social status have significant influence on chronic patients’ brand preference. Pharmaceutical products manufacturers, importers, suppliers and local pharmacies need to emphasize the features and characteristics mentioned above to enhance brand preference of chronic patients.
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