A study examining consumer buying behavior of residents of Dumaguete City toward generic medicines.

Undergraduate thesis (Business Administration major in Marketing Management, Bachelor of Science in) -- Foundation University, 2015.

Includes bibliographical references and appendices

It was the objective of this study that the researchers may determine the buying
behavior of Dumaguetenos towards Generic Medicines.
The researchers selected the respondents with age groups from eighteen to
seventy (18-70) as the target respondents. The survey questionnaires serve as the
primary data gathering instrument for the respondents to answer. The distribution of the
questionnaires handed to the people of the different barangays in Dumaguete City. On the basis of the vital findings of this study, the researchers made a conclusion
that there is a great number of Dumaguetenos who are purchasing generic medicines.
In addition, Duraguetenos are highly affected and or influenced by the attributes of
generic medicines as they decide to purchase such aforementioned medicines.
Moreover, Dumaguetenos are influenced by their peers, family, advertisemernts,
Doctor's Prescription, the community and the price as to their buying decisions. In
connection to the conclusions made, recommendations are as well formulated. The
researchers would recommend that Dumaguetenos should purchase generic medicines
since a number of localities had already purchased such and that they rate generic
medicine as moderately effective. The researchers would as well recommend
government agencies to promote consumption of generic medicines since several
respondents weren't influenced due to lack of endorsement and that they still view such
kind of medicine as ineffective and sub standard.