Factors Affecting Consumers’ Buying Decisions of Medicines of Different Country Origin: In Particular Reference to Addis Ababa

Abstract

This study is conducted to assess the factors affecting consumer buying decision of medicines of different country origins. The study used convenience sampling method to select 177 pharmacies located in the four sub-cities of Addis Ababa and distributed a total of 200 questioners to consumers’ who visited the selected pharmacies during the data collection period. According to the result educational level and age does not have significant association in selecting specific country medicine. However, income has an impact on the selection of specific country medicine. Price and COO of the medicine have an impact on purchasing decision of consumers. According to this study consumers’ consider the COO of the medicine during purchasing process and majority of them select a specific country medicine. Mostly they prefer the drug from developed countries and are willing to pay more for drugs produced in the developed countries due to the perception that drugs from developed countries have high quality and are more effective than similar drugs from developing countries. This is also supported by the finding of less flexibility to switch to cheap alternative medicines from different COO. However, most of them agree that drugs from different country has similar side effect. Generally an extensive educational program and awareness creation is required regarding the similarity of generic drugs from different countries with respect to their effectiveness, safety and quality of the drugs.