ABSTRACT
This research project is aimed at determining the impact of promotional strategies of pharmaceutical firms on consumer patronage. The study was expected to reveal at the end of the day the degree of these promotional messages on consumer patronage, and it will equally help the producers of pharmaceutical to understand the consumers’ attitude towards the use of their products.
The objective of the study were to find out the following:-
1. To determine the extent, to which Gabbey pharmacy is aware of promo – tools.
2. To determine the impact of direct marketing on consumer patronage at Gabbey pharmacy in Enugu Metropolis.
3. To appraise the promotional strategies adopted by Gabbey Pharmacy product in increase profitability.
Secondly, information was collected through the use of structured question are administered to consumers. Oral interview were conducted among the producers of pharmaceuticals, consumers and patent medicine dealers.
Secondary data were collected from journals, publications and other related works.
Chi- square (X2) statistical tool was used in the analysis of primary data at 95% confidence level. It was found out that almost all the consumer respondent have at time or the other bought a brand of pharmaceutical products.
Also substantial number of the consumer respondents got to know of Gabbey brands through the company representatives.
On the basis of the above findings it was concluded that consumers seek constantly pharmaceutical product with desired attributes to solve their health problems.
However, the population of the study was made up of the resident of Enugu metropolis. The researcher used a census survey for the staff strength of the company of (10) persons, and the sample size was 246.
Finally, it was recommended that thee is need for NAFDAC and other regulatory bodies to shed off their current conservative and restrictive approach in promotion of pharmaceutical. Manufactures should be encouraged to interact to exchange information directly with their customer using interactive media like internet, e-mal etc.
Current Global trends where drugs are promoted as fact moving consumers goods like putting a lot of pressure on marketing/promotion approaches of pharmaceutical firm. These firms should therefore invest more regularly on researches that track the dynamic consumer behaviour in order to articulate promotional programmes base on current anticipated needs of the consumers.
The researcher believe that if these recommendations are religiously carried out, pharmaceutical firms will laugh loudly well as they will witness a stupendous and astronomical increase in their sales turnover and even on return on investment.
TABLE OF CONTENTS
Title Page II
Dedication IV
Acknowledgement V
Abstract VII
Table of contents X
CHAPTER ONE
Introduction
1.1 Brief history of the company 2
1.2 Statement of problem 5
1.3 Objectives of the study 5
1.4 Hypothesis 6
1.5 Significance of the study 7
1.6 Scope of the study 9
1.7 Definition of terms 10
CHAPTER TWO
Literature review
2.1 Overview of promotion 12
2.2 Review of promo tools 14
2.3 Overview of consumer behaviour 18
2.4 Overview of consumer patronage 21
2.5 Factors influencing consumer patronage 22
2.6 Impact of promotion on consumer patronage 25
2.7 Impact of promotion on consumer patronage of pharmaceutical companies. 27
2.8 Impact of promotion on consumer patronage of Gabbey pharmacy Enugu. 33
CHAPTER THREE
Research methodology
3.1 Sources of data collection 36
3.2 Population of the study 37
3.3 Sample size determination 38
3.4 Sampling technique 39
3.5 Research instrument 39
3.6 Data treatment and analysis 40
3.7 Allocation and administration questionnaires 40
CHAPTER FOUR
Presentation, analysis and interpretation of data
4.1 Presentation and analysis of data 41
4.2 Tests of hypothesis 57
CHAPTER FIVE
Findings, conclusion and recommendation
5.1 Summary of findings 67
5.2 Conclusion 69
5.3 Recommendations 71
Reference pages 76
Research questions 78
