ORANUSI, CHIKAODI ULOMA and Covenant University, Theses (2022) CONSUMER PROTECTION AND MARKETING MIX STRATEGIES OF SELECTED PHARMACEUTICAL FIRMS AND CUSTOMERS IN LAGOS STATE, NIGERIA. ["eprint_fieldopt_thesis_type_phd" not defined] thesis, COVENANT UNIVERSITY.
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Abstract
Consumer protection is considered an important phenomenon that discusses perceived powernimbalances that exist between the producers and consumers of goods and services in the marketing environment. This study examined the effects of consumer protection on marketing mix of pharmaceutical firms and their customers in Nigeria. The study adopted a discriptive research design and employed the use of purposive, cluster and convenience sampling methods. Sequential explanatory mixed methods using structured questionnaires, and in-depth interview guide as data collection method were employed. A total of 687 questionnaires were administered. The first set of questionnaire 500 copies was administered to consumers of pharmaceutical products and the later to the managers / supervisors of selected pharmaceutical firms. Senior officers of the two selected regulatory agencies (CPC and NAFDAC) and one radio station (Raypower in Alagbado) were interviewed based on consumer protection and their experiences were documented. Correlation and simple regression methods using IBM Statistical Package for Social Sciences (SPSS) version 26 software were employed in the analysis. Thematic analysis was adopted to analyse the findings from in-depth interviews. Four hypotheses were formulated and tested using regression analysis. The result from the first hypothesis revealed that product safety has positive and significant effect on the product strategy of the pharmaceutical firms in Nigeria The second hypothesis shows a significant influence of customer redress action on the pricing strategy of the pharmaceutical firms in Nigeria. The third hypothesis revealed that consumer education role by the media has positive and significant effect on the promotion strategy of the pharmaceutical firms in Nigeria. The fourth hypothesis indicated that complaint behaviour of the consumer has positive and significant effect on the distribution strategy of the pharmaceutical firms in Nigeria. Results from the descriptive analysis validated the findings from the test of hypotheses which revealed that consumer protection is based on consumer conscious education and practical involvement of their rights in the marketplace, but many consumers are ignorant of these rights due to insensitivity, poverty and high rate of illiteracy existing among consumers. The correlation coefficient indicates that the combined effect of the predictor variables (product safety) have a moderate and positive relationship with product strategy of the pharmaceutical firms in Nigeria. Based on the results from the quantitative and qualitative approach, it was recommended that in addition to the government regulatory measures, there should be a combined action among the statutory and non-statutory regulatory bodies to embark on intensive sensitisation and education of consumers on their rights by making them know what they stand to lose if they fail to protect their rights. In conclusion, to promote the level of consumer protection in Nigeria, the implications for the implementation and enforcement of government regulatory measures by the health care product providers becomes an imperative goal that will generate good marketing ethics built on viable marketing offerings that will result in controlled economic environment, .customer satisfaction and consumer security.
| Item Type: | Thesis (["eprint_fieldopt_thesis_type_phd" not defined]) |
|---|---|
| Uncontrolled Keywords: | Consumer protection, marketing mix, pharmaceutical firms and strategies. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Hannah Akinwumi |
| Date Deposited: | 20 Apr 2022 09:20 |
| Last Modified: | 20 Apr 2022 09:20 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/15816 |
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