THE IMPACT OF PROMOTION ON CONSUMER PATRONAGE OF PHARMACEUTICAL COMPANIES (A CASE STUDY OF GABBEY PHARMACY LIMITED ENUGU)
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THE IMPACT
OF PROMOTION ON CONSUMER PATRONAGE OF PHARMACEUTICAL COMPANIES (A CASE STUDY OF
GABBEY PHARMACY LIMITED ENUGU)
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
CHAPTER ONE
Introduction
1.1 Brief
history of the company
1.2 Statement of problem
1.3 Objectives of the study
1.4 Hypothesis
1.5 Significance of the study
1.6 Scope of the study
1.7 Definition of terms
CHAPTER TWO
Literature
review
2.1 Overview of promotion
2.2 Review of promo tools
2.3 Overview of consumer behaviour
2.4 Overview of consumer patronage
2.5 Factors influencing consumer patronage
2.6 Impact of promotion on consumer patronage
2.7 Impact of promotion on consumer patronage of
pharmaceutical companies.
2.8 Impact of promotion on consumer patronage of
Gabbey pharmacy Enugu.
CHAPTER
THREE
Research
methodology
Sources of
data collection
Population
of the study
Sample size
determination
Sampling
technique
Research
instrument
Data
treatment and analysis
Allocation
and administration questionnaires
CHAPTER FOUR
Presentation,
analysis and interpretation of data
4.1 Presentation and analysis of data
4.2 Tests of hypothesis
CHAPTER FIVE
Findings, conclusion
and recommendation
5.1 Summary of findings
5.2 Conclusion
5.3 Recommendations
Reference
pages
Research
questions
CHAPTER ONE
INTRODUCTION
Consumers
have diverse motivation, taste and preference. They constantly seek solutions
to the various state of deprivation (needs) through product offerings and
bombardment of promotional messages.
Consumer’s
perception of his needs and desired solutions sharpened by his socio – economic
and cultural background of the study will determine how he reacts to an element
or a mix of the promotional variables.
The
challenge of marketing/promotion rests on predicting current and future
consumer’s needs and preferring suitable solution to them. accurate prediction
of consumer’s variables will ensure consumer’s preference/patronage of one’s
brands over competitors.
This
research therefore attempts to determine the impact of promotion on consumer
patronage using Gabbey pharmacy limited, a pharmaceutical marketing company as
a case study.
1.1 BRIEF HISTORY OF THE COMPANY
Gabbey
pharmacy limited is a pharmaceutical marketing company with head office located
at 8 Awkunanaw street Achara layout Enugu. The firm came into existence in
1972. The company was blessed with supportive customers and committed staff and
that helped it handle effectively, its internal and external problems. It was
not long before the industry noticed a strong competitor has come on stream.
It was not
surprising that five year later January 3, 2000, the co-marketing arrangement
broke down and Gabbey pharma ltd was faced with the option of quickly
introducing and entrenching new brands. It was therefore a nervous moment when
on January 4, 2001, the company took the bull by the horn and introduced a
portfolio full of new products.
Critics
thought that the company has taken a suicide pill and eagerly waited for the
expected to happen. It never did. The staff and management and the company
customers rallied round and took a simple commitment. THE COMPANY MUST SUCCEED.
The lot fell on the vibrant and lean sales and marketing department to provide
the necessary marketing formular that will ensure quick entrenchment of the new
products. The department after series of meeting with its ever supportive
customers pioneered the motorcycles sales Reps scheme in Nigeria. the essence
is to effectively cover the grassroot, reach the area not covered by the
competitors and generate the necessary demand – pull. Communication between
company and customer was made more effective and company’s reaction to changing
market situation was very swift. This ensured grassroot implementation of
consumers oriented marketing programmes. By middle of the year, it was obvious
that the company has survived the “suicide pill” gaining a very big respect
from other key players in the industry.
Today, the
company is one of the leading pharmaceutical marketing firm in Nigeria.
Some of the
product it sells are:-
1) Septirn 12) Brinderin
2) Actifed 13) Tramal
3) Banocide 14) Imodium
4) Dara prim 15) Normoretic
5) Linctified P 16) Halfar 100mg
6) Linctifed P 17) Cenocide
7) Repler 18) Smifed
8) Fevokine 19) Primpex
9) Calpol 20) Novalor
10) Antepar 21) Tussirex P
11) Zinate 22) Metaprim
other lines includes
tacorage (flavoured vitamin C) chotrimax cream, deep head, woodward Gripe
water.
SALES AND
MARKETING STRUCTURE
(GABBEY
PHARMACY LIMITED)
GM (Sales
and Marketing
1) National
Sales Manager (Technology promotion
manager)
2) Area
sales manager (Medical Reps)
Sales Reps
(6)
The lean and
flexible structure helps the department to react swiftly to change in the
marketing environment.
1.2 STATEMENT OF THE PROBLEM
Consumers
have diverse motivations, tastes and preferences. They constantly seek
solutions to these various states of deprivation (needs). And, as they do
these, they are guided or influenced by certain decisions which could be
internal and external. Internally, consumers and influenced by their belief system.
And, externally, they are influenced by their socio-economic and cultural
background coupled with promotional messages.
Therefore,
this work is systematically made towards uncovering the impact of promotional
activities of product offering on a consumer as he makes his purchase
decisions.
That is to
say, the impact of promotion on consumer patronage.
1.3 OBJECTIVES OF THE STUDY
This
research aims at
– Highlight the importance of consumer
patronage and the need to monitor it
– And react accordingly to changes in customer
motivation, taste and preference
– To relate consumer patronage to brand
preferences
– To highlight the need to articulate
promotional strategies based on uncovered and anticipated needs of the
consumers.
– To highlight the need to consider the
socio-economic and cultural background of consumers while articulating
promotional strategies to influence consumer patronage.
– Identify
relative relevance of promotional mix variables in different buying process,
product life cycle of pharmaceuticals.
– Highlight
the importance of encouragement consumers suggestions/criticisms as means of
uncovering consumer want and thought and tailoring promotions strategies accordingly.
1.4 HYPOTHESIS RESEARCH
The
following hypotheses were postulated to guide the research.
Ho:
Promotional activities of Gabbey pharmacy do not lead to consumer patronage of
their product.
Hi:
Promotional activities of Gabbey pharmacy lead to consumer patronage of their
product.
Ho: Gabbey do not create awareness of their
products.
Hi: Gabbey create awareness of their products.
Ho:
Promotional activities of Gabbey pharmacy impact negatively on the profit of
the company.
Hi:
Promotional activities of Gabbey pharmacy impact positive on the profit of the
company.
1.5 SIGNIFICANCE OF THE STUDY
In every
organisation there is need to plan sales promotion and there is impact which
promotion create in a way that it will bring corresponding increase in sales
and profit. This can be achieved through creative and innovative marketing activities.
This
research will be of paramount importance to Gabbey pharmacy limited Enugu as a
cooperate body, salesmen the customers, marketing practitioner and the economy
at large.
1) Corporate body: The continued existence of
organisation depends on its ability to provide customers with the needed good
and services and on a profitable condition. Corporate body like Gabbey pharmacy
limited Enugu. Cannot afford to remain in business if sales promotional
strategies are not well planned. The researcher believes that this project will
serve as a guide for the formulation and implementation of sales promotion
strategies.
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