The Behavioural Patterns of Consumers on Haematinics in Ghana
NAME OF STUDENT: ALFRED KOFI OSEI-FRIMPONG, 1ST BATCH MBAE – MARKETING OPTION
PROJECT SYNOPSIS
CONSUMER BEHAVIOUR PATTERNS TOWARDS PHARMACEUTICAL PRODUCTS: THE STUDY OF HAEMATINICS (BLOOD TONICS) IN GHANA
Project Aims and Importance
The marketing of medication has a long history. The sale of miracle cures, many with little real potency, has always been common. Marketing of legitimate non-prescription medications, such as pain relievers, haematinics or allergy medicine, has also long been practiced. Mass marketing of prescription only medications is not allowed by law. Marketing of prescription only medications would involve ads in professional journals and visits by Medical Representatives to doctor’s offices and hospitals. Over the years, consumption of haematinics in Ghana has increased significantly and records one of the highest sales figures in the Pharmaceutical industries. In the 1980’s and early 1990’s, the haematinics of choice were the normal fersolate, FAC syrup, Galfer etc. But the trend has significantly changed from the mid 1990’s to date. There are various brands of haematinics on the Ghanaian market with similar composition or slightly different compositions all serving the same purpose. These drugs are over-the-counter (OTC) medications that patients or individuals could easily walk to the Pharmacy to purchase with or without a prescription. With the advent of mass marketing it is important to understand how consumer attitudes towards haematinic brands in Ghana and develop appropriate communications for the target audiences. The study therefore has the following objectives;
a) To understand consumer attitudes towards blood tonics in Ghana b) To determine which variables affect those attitudes c) To determine which communications tools can help shape consumer purchase behaviours.
Obtaining Collaboration and Access
I am a Pharmacist and works with Oson’s Chemist and also have very good relations with a number of
PROJECT SYNOPSIS
CONSUMER BEHAVIOUR PATTERNS TOWARDS PHARMACEUTICAL PRODUCTS: THE STUDY OF HAEMATINICS (BLOOD TONICS) IN GHANA
Project Aims and Importance
The marketing of medication has a long history. The sale of miracle cures, many with little real potency, has always been common. Marketing of legitimate non-prescription medications, such as pain relievers, haematinics or allergy medicine, has also long been practiced. Mass marketing of prescription only medications is not allowed by law. Marketing of prescription only medications would involve ads in professional journals and visits by Medical Representatives to doctor’s offices and hospitals. Over the years, consumption of haematinics in Ghana has increased significantly and records one of the highest sales figures in the Pharmaceutical industries. In the 1980’s and early 1990’s, the haematinics of choice were the normal fersolate, FAC syrup, Galfer etc. But the trend has significantly changed from the mid 1990’s to date. There are various brands of haematinics on the Ghanaian market with similar composition or slightly different compositions all serving the same purpose. These drugs are over-the-counter (OTC) medications that patients or individuals could easily walk to the Pharmacy to purchase with or without a prescription. With the advent of mass marketing it is important to understand how consumer attitudes towards haematinic brands in Ghana and develop appropriate communications for the target audiences. The study therefore has the following objectives;
a) To understand consumer attitudes towards blood tonics in Ghana b) To determine which variables affect those attitudes c) To determine which communications tools can help shape consumer purchase behaviours.
Obtaining Collaboration and Access
I am a Pharmacist and works with Oson’s Chemist and also have very good relations with a number of
References: The references will be attached to the main body of the research work.