What is it about?
This article investigates consumers’ preferences for over-the-counter (OTC) drugs, regarding three attributes: country of origin (COO), brand status (branded versus generic) and price. It also tests the effect of COO and brand status on consumers’ perceptions of quality, trust and purchasing intentions.
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Why is it important?
The findings show that, in an emerging countries’ context, COO is less important than brand status in consumers’ preferences and that COO and brand status have a greater effect on consumers’ perceptions of drug quality and trust than on purchasing intentions.
Perspectives
The results of this have important implications for pharmaceutical companies exporting generic drugs to emerging markets.
Professor Mourad Touzani
NEOMA Business School
Read the Original
This page is a summary of: Country-of-origin versus brand: consumers’ dilemma when choosing between generic and branded drugs in emerging countries, Journal of Product & Brand Management, April 2016, Emerald,
DOI: 10.1108/jpbm-04-2014-0553.
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