An explorative study of consumers' attitudes towards generic medications

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dc.contributor.advisor Lynch, Ingrid en
dc.contributor.postgraduate Tolken, Reinhard en
dc.date.accessioned 2013-09-07T15:13:42Z
dc.date.available 2012-11-12 en
dc.date.available 2013-09-07T15:13:42Z
dc.date.created 2012-04-17 en
dc.date.issued 2012-11-12 en
dc.date.submitted 2012-11-05 en
dc.description Dissertation (MA)--University of Pretoria, 2012. en
dc.description.abstract Objective: To explore consumer attitudes towards generic medication. Methods: A quantitative method was used in this explorative study to assess consumer attitudes towards generic medication. A survey design was utilized. A questionnaire was devised that comprised four sections which assessed attitudes towards generic medication. A Living Standards Measure (LSM) assessed socio-economic status. Convenience sampling resulted in the recruitment of 266 respondents. Statistical analysis of the data included non-parametric (Chi-square and correlation analysis) and parametric statistics (factor analysis, MANOVA and regression analysis). Results: More than half the respondents (54.8%) report preference for original medication over generic medication. A large percentage believes there is a place for generic medication (88.9%). The majority (95%) indicate they would purchase generic medication if it proves to be just as effective as the original product. More respondents (91.2%) trust physician over pharmacist recommendations to purchase generics. More than half the respondents (57.9%) would purchase generic medication if recommended by friends but they trust their family members more (68.6%). The findings indicate that respondents generally hold favourable attitudes towards the efficacy of generic medication despite the fact that slightly more than half prefer original medication. Respondents indicate that pricing and branding influence their attitudes towards generic medication. Chi-square analyses indicated that more men would choose original medication and more women would choose generic medication. Age differences revealed that the older consumer is more likely to choose generic medication. White respondents indicated a preference for generic medication, while Black respondents indicated that they prefer original medication. Middle-class (LSM 5-8) and middle-upper class (LSM 9) respondents prefer generic medication, while upper class (LSM 10) respondents prefer original medication. The correlation analysis found no significant relationship between medical aid status and original or generic medication choice. A principle component factor analysis produced nine factors based on the items in the questionnaire, with only eight factors being subjected to further testing. These eight factors were subjected to a MANOVA and tested against gender and race with no significant differences found between men and women and between Black and White respondents. These eight factors were also subjected to further testing by means of regression analysis where it was found that three of the eight factors were statistically significant. These three factors can be productively explored in future research. Implications: This explorative study focused on consumer attitudes towards generic medication, however, it was identified that the consumer valued their physician’s recommendation for type of medication. For future studies, it would be beneficial to explore medical personnel (physician and pharmacist) attitudes towards generic medication as these individuals play an important role in product choice. Copyright en
dc.description.availability unrestricted en
dc.description.department Psychology en
dc.identifier.citation Tolken, R 2011, An explorative study of consumers' attitudes towards generic medications, MA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/29257 > en
dc.identifier.other F12/4/574/gm en
dc.identifier.upetdurl http://upetd.up.ac.za/thesis/available/etd-11052012-160241/ en
dc.identifier.uri http://hdl.handle.net/2263/29257
dc.language.iso en
dc.publisher University of Pretoria en_ZA
dc.rights © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria en
dc.subject Generic medication en
dc.subject Generics en
dc.subject Original medication en
dc.subject Attitudes en
dc.subject Elaboration likelihood model en
dc.subject Elm en
dc.subject Living standards measure en
dc.subject Lsm en
dc.subject Consumer psychology en
dc.subject Consumer attitudes en
dc.subject UCTD en_US
dc.title An explorative study of consumers' attitudes towards generic medications en
dc.type Dissertation en


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