A comparative analysis of Kenyan pharmacists perception towards pharmaceuticals made in India and China

Abstract

Imports from India and China constitute over 40% of the total value of pharmaceutical imports into Kenya. However products made in these countries are faced with the challenge of being perceived in the context of the country of their origin. This concept has identified that national stereotypes of products and services from a country exist and they affect the product evaluation and purchase intention of the market. The purpose of this study is to identify the perception of Kenyan pharmacists towards pharmaceutical products from India and China as well as their cognitive and affective image towards those countries. The study also seeks to analyse the impact of product image perception towards purchase intention of pharmaceuticals and to compare the results of the two countries. The study utilized a cross-sectional design with systematic sampling of the population. Descriptive analysis of the data was performed and is presented in table and charts form. Inferential and correlational analysis were also done to determine the correlation effect of the different parameters on the purchase intention. The results of the study suggest that there is variation in impact of product perception on purchase intention of pharmaceuticals for the two countries and that pharmacists generally had a favourable view towards pharmaceuticals made in India as compared to those made in China. The study will help pharmaceutical marketers from the study countries identify the most important determinants of purchase intention among pharmacists and to shape their promotion activities to target those aspects.