原產國印象對消費者購買決策之影響— 以烏干達製藥業之醫療產品為例

文化大學機構典藏 CCUR > 國際暨外語學院 > 全球商務學位學程 > 博碩士論文 > Item 987654321/44908

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题名:	原產國印象對消費者購買決策之影響— 以烏干達製藥業之醫療產品為例 The Influence of Country of Origin on Consumer Purchase Decision Uganda Pharmaceutical Sector: A Case of Medical Products
作者:	柯芮芬
贡献者:	全球商務碩士學位學程碩士班
关键词:	Country of Origin Perceived Quality Product Knowledge Consumer Purchase Decision Pharmaceutical Sector
日期:	2019
上传时间:	2019-08-15 11:26:59 (UTC+8)
摘要:	The pharmaceutical sector in Uganda has undergone tremendous change over the years as a result of competition among the players. Pharmacists are constantly experiencing the perception of consumers based on the country of origin of pharmaceuticals to make their purchase decisions. The study attempts to investigate the influence of country of origin on consumer purchase decision, examine the effect of perceived quality on consumer purchase decision of pharmaceutical products, understand the Ugandan pharmaceutical sector and analyze the consumer knowledge about pharmaceutical products basing on their purchase decision. The research was conducted among consumers of medical products aged between 18 to 50 years old selected at Mengo hospital pharmacy operating in Kampala, Uganda. The survey targeted a total of 273 respondents of which 266 responded giving a 97.4% response rate making the results valid and reliable. The responses from customers were coded into the (SPSS) software version 24 for analysis purposes. The analysis of the data was done using regression analysis. The empirical results obtained from the statistics supported all the three hypotheses where the country of origin, perceived quality and product knowledge has a significant positive effect on a consumer purchase decision. It is noted that a positive relationship among variables has proved that consumers are quality conscious and buy drugs well-known and manufactured in the country they are familiar with. This study provides managerial implications for country of origin, product knowledge and perceived quality on consumer purchase decision by showing a better understanding about what drives Uganda consumers while purchasing drugs. The awaiting companies will also be able to understand the threats and opportunities in entering this market thus knowing the best strategies to position in Ugandan market.
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