Browsing by Author "Netsanet Asmare"

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    Factors Affecting Consumers’ Purchase Decision of Locally Manufactured Generic Medicines: Evidences from Community Pharmacies in Addis Ababa
    (Addis Ababa University, 2022-06) Netsanet Asmare; Mesfin Workineh (PhD)
    Understanding consumer behavior enables marketers to predict what motivates individual to buy and then provide products that respond to those motivations, ensuring that customer expectations are met and exceeded over time. The objective of this study was to examine factors affecting consumers’ purchase decision of locally manufactured pharmaceuticals from community pharmacies in Ethiopia. A quantitative research design, and descriptive and explanatory research approaches were used. Data were collected from primary sources through questionnaires and analyzes through both descriptive and inferential method. Mean and standard deviation were used in the descriptive analysis. Inferential analysis, on the other hand, was carried out using the linear regression method. Both descriptive and inferential statistics were used and SPSS version 26 was used for running the statistical result. A total number of 384 questionnaires were distributed to targeted respondents out of which 346 questionnaires were responded back with full accuracy of responses which indicates a response rate of 90% approximately. According to the findings, Product knowledge, Price, Pharmacist’s recommendation, Product quality, and Ethnocentrism have positive and significant effect on consumers’ purchase decision at significance level of 0.01. Besides, it was found out that the five hypotheses were confirmed. Therefore, marketers of locally manufactured medicines could benefit from considering those factors as main targets for their promotional activities. Future research may include other factors that may enhance customers' buying decisions. Key words: Purchase decision, locally manufactured medicines, Community pharmacy