The Effects Of Packaging On Over The Counter Medicine Buyers Behavior: A Case Study In Chain Community Pharmacies Of Addis Ababa
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Date
2017-05
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Addis Ababa University
Abstract
Companies in order to create the right packaging for their products, they must understand the consumer buying process and understanding the role and the impact of packaging as a variable that can influence the purchase decision. So, by understanding what factors influence the buying behavior and what packaging elements are most important help companies making the right decisions about packaging their products. The purpose of this study is to explain the effect of packaging on buyers buying behavior of over the counter medicines. Using judgmental sampling a structured questionnaire written in Amharic was distributed personally to 384 over the counter medicine buyers in chain community pharmacies of Addis Ababa. 360 responses were found to be workable by this study. SPSS V 20.0 was used to analyze the data collected and to test the hypotheses put forward. The finding shows that age of respondents and marital status have statistically significant association with consumer buying behavior of OTC medicine while gender and level of education don’t have statistically significant association with consumer buying behavior.The finding also shows that Package size, packaging material, package design, packaging color, package product information and country of origin were found to be positively and significantly affecting overall buyers buying behavior respectively as they were hypothesized. While graphics of the package did not have a significant effect on buyers buying behavior of OTC medicines. Based on the result of the study, it was recommended that pharmaceutical companies should pay proper attention for good and innovative package
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Keywords
Packaging, Buyers Buying behavior, over the counter medicine