Consumer Dynamics in a Nonmature Generic Drugs Market: A Causal Model Explaining Intention to Purchase in Spain

Autor:	Mónica Gómez, Mercedes Rozano
Rok vydání:	2012
Předmět:	business.industry Process (engineering) Public Health Environmental and Occupational Health Pharmacist Pharmacology (nursing) Pharmacy Risk perception Dynamics (music) Drug Guides Pharmacology (medical) Marketing business health care economics and organizations Public health policy Causal model
Zdroj:	Drug Information Journal. 46:207-215
ISSN:	2164-9200 0092-8615
DOI:	10.1177/0092861511435907
Popis:	Governments concerned with the rising cost of pharmaceuticals are striving to promote the use of generic drugs. To develop nonmature markets, demand-side policies are essential in considering the consumer’s active role in the decision-making process. Our model studies the causal relationships influencing consumer purchase intention, including perceived risk, experience, and information provided by a physician and pharmacist as antecedents. The main results of a survey of 560 individuals indicate that perceived risk and experience directly influence the purchase motivation. Experience reduces the risk and physicians’ advice slightly increases perceived risk. Market developers of generic drugs should coordinate strategies to include the 3 agents involved (physicians, pharmacists, and consumers) to decrease perceived risk and thereby increase consumer trust in generic drugs.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::0f1bea8b04ef09bc59974c4cf7264d51 https://doi.org/10.1177/0092861511435907 Zobrazit plný text záznamu