Determinants Of Consumer Purchase Decision Making For Selected Pharmaceutical Products

ABSTRACT

This study examined the determinants of consumer purchase decision making for selected pharmaceutical products in Umuahia, Abia State. However, the specific objectives are; to: examine the extent to which social factors affect consumer purchase decision, examine the extent to which personal factors affect consumer purchase decision and determine the extent to which psychological factors affect consumer purchase decision. To achieve the objectives of the study survey research design was adopted. The study adopted primary data through the use of structured questionnaire. The population of the study is made up of 100 staff and sample is 80 after adopting Taro Yamane formula. The test the hypotheses, multiple regression analysis was used. The findings revealed that Social factors has a significant effect on consumer purchase decision. The findings revealed that Personal factors has a significant effect on consumer purchase decision. The study recommends that Pharmaceutical firms should consider the social factors of consumers such as status, family and reference group when marketing their products since social factors affect consumer purchase decision. The study further recommends that customer relationship marketing contributes greatly to the organizational profitability. Hence, small scale enterprise should designed a feasible customer relationship strategy that can identify the most profitable customers to enabled tailoring services to their needs. 

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Abstract ﾿ vi

Table of Content

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study ﾿ 1

1.2 Statement of the problem ﾿ 3

1.3 Objectives of the Study ﾿ 5

1.4 Research Questions ﾿ 5

1.5 Research Hypotheses ﾿ 5

1.6 Significance of the Study ﾿ 5

1.7 Scope of the Study ﾿ 6

1.8 ﾿ Limitation of the Study ﾿ 6

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework ﾿ 8

2.1.1 Concept of Consumer Purchase Decision ﾿ 8 

2.2 The Concept of Purchase Decision ﾿ 10

2.1.2 Factors affecting consumers’ purchasing decision ﾿ 11

2.1.2.1 Social factors  ﾿ 11

2.1.2.2  Personal factors ﾿ 12 

2.1.2.3 Psychological factors ﾿ 14

2.1.3 Decision-making process ﾿ 17

2.1.4 Different types of decision-making ﾿ 20

2.1.5 Brands ﾿ 22

2.2 Theoretical Framework ﾿ 24

2.2.1 Theory of Planned Behavior  ﾿ 24

2.2.2 Theory of consumer buying behaviour (A-B-C-D model)  ﾿ 24

2.3 Empirical Review  ﾿ 25

CHAPTER THREE: METHODOLOGY

3.1 Research Design ﾿                         27

3.2 Area of the study ﾿ 27

3.3 Data Collection ﾿ 27

3.4 Population of the study ﾿ 28

3.5 Sample Size determination ﾿ 28

3.6 Sampling Technique ﾿ 29

3.7 Description of the Instruments ﾿ 29

3.8 Validity of the Instrument ﾿ 29

3.9 Reliability of the Instrument ﾿ 29

3.10 Data Analysis Techniques ﾿ 30

3.9 Model Specification ﾿ 30

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND 

DISCUSSION OF RESULTS

4.1 Data presentation ﾿ 31

4.2. Data Analysis ﾿ 36

4.3 Test of hypothesis ﾿ 38

4.3 Discussion of Findings ﾿ 39 

CHAPTER FIVE: SUMMARY OF FINDINGS, 

CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings ﾿ 41

5.2 Conclusion ﾿ 41

5.3 Recommendations ﾿ 42

REFERENCES            

APPENDIX