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 Title Page II Dedication IV Acknowledgement V Abstract VII Table of contents X CHAPTER ONE  Introduction 1.1Brief history of the company 2 1.2Statement of problem 5 1.3Objectives of the study 5 1.4Hypothesis 6 1.5Significance of the study 7 1.6Scope of the study 9 1.7Definition of terms 10

CHAPTER TWO  Literature review  2.1Overview of promotion   12 2.2Review of promo tools 14 2.3Overview of consumer behaviour 18 2.4Overview of consumer patronage 21 2.5Factors influencing consumer patronage 22 2.6Impact of promotion on consumer patronage 25 2.7Impact of promotion on consumer patronage of pharmaceutical companies. 27 2.8Impact of promotion on consumer patronage of Gabbey pharmacy Enugu. 33
CHAPTER THREE  Research methodology  3.1Sources of data collection 36 3.2Population of the study 37 3.3Sample size determination 38 3.4Sampling technique 39 3.5Research instrument 39 3.6Data treatment and analysis 40 3.7Allocation and administration questionnaires40 
CHAPTER FOUR  Presentation, analysis and interpretation of data  4.1Presentation and analysis of data 41 4.2Tests of hypothesis 57
CHAPTER FIVE  Findings, conclusion and recommendation  5.1Summary of findings 67 5.2Conclusion 69 5.3Recommendations 71 Reference pages 76 Research questions 78