| Popis: |
Consumers attitude is a central concern of both product and service marketers that it is difficult to imagine any consumer research project that does not include the measurement of some aspect of consumer attitudes. Ethiopia which is classified by the world bank as a low-income country, has a population of 91.73 million people and per capita public health spending was 16.60USD, and of the total private expenditure on health care, 79.8% was out-of-pocket (Gedif, 2016). Therefore, this study is intended to measure the attitude of consumers in a developing economy like Ethiopia towards imported pharmaceuticals. After reviewing relevant literature, a research model was adapted and five hypotheses were developed. The research approach was deductive and quantitative in nature which tried to test the credibility of the adapted attitude model in the context of the pharmaceutical sector in Ethiopia. Besides, the research design used in this study was explanatory in nature. 384 questionnaires were distributed where 296 of them were returned back and 223 were found to be useful for analysis. Both descriptive and inferential statistics were used and SPSS version 24 was used for running the statistical result. Related to the findings, the study revealed that consumers' cognition, normative belief, social influence, product attributes, and utilitarian value mean score was greater than 3. The degree and direction of association or covariance between the five dimensions of consumer attitude and purchase intention was tested through correlation analysis. The Pearson correlation (r) was found to be all positive and moderate except that of utilitarian value which showed a weak relation (r = 0.149). The multiple regression analysis revealed that 44.2% of consumers' purchase intention of pharmaceuticals is explained by cognition, normative belief, social influence, product attributes, and utilitarian value. Besides, it was found out that the three hypotheses were confirmed and two hypotheses were rejected. |
