Determinants affecting consumer purchase intention on imported pharmaceutical products in Ho Chi Minh city

Abstract

The goal of this research was to explore the motivation of consumers to buy foreign medical products instead of local ones. Number of determinants influence consumer purchase intention. The findings suggest that consumers take Country-of-origin as an important dimension to make decision. Quality and price are also considered as information cues, which have impact on decision of consumer. High quality is associated with high price. Other factor affecting purchase intention is recommendation of pharmacists since their informative advices help consumers a lot in choosing one over another. The last factor is consumer ethnocentrism, which affects negatively purchase intention to buy imports. Finally, suggestions for local companies are also discussed in the research. The study was conducted in Ho Chi Minh City. Sample size is over 200 and respondents vary in age. The data was collected through paper forms distributed at local drugstore and e-questionnaires as well.