Product Evaluation Attributes and Consumer Product Trust of Branded and Generic Drugs: A Comparative Study of the United States and Kenya

Abstract

A focus on understanding the attributes that impact product evaluation is important in developing effective marketing strategies of branded and generic drugs. This Quantitative cross-cultural study examines whether a relationship exists between product evaluation attributes and consumer product trust and loyalty of branded and generic drugs. This study examined the attributes of gender, country, product involvement, and consumer knowledge.A self-administered questionnaire was utilized to collect data from patients and employees from two different healthcare centers, one in Kenya and the other in central Florida. The outcome of the study indicated that there was a correlationbetween several of these attributes and consumer product trust of generic and branded drugs. Implications and limitations of this study are discussed. Despite of its limitations, the results of this study lay down a strong foundation for further research on this subject.