THE IMPACT OF PROMOTION ON CONSUMER PATRONAGE OF PHARMACEUTICAL COMPANIES

    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.

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

CHAPTER TWO
    Literature review
2.1    Overview of promotion                       12
2.2    Review of promo tools                     14
2.3    Overview of consumer behaviour             18
2.4    Overview of consumer patronage             21
2.5    Factors influencing consumer patronage         22
2.6    Impact of promotion on consumer patronage     25
2.7    Impact of promotion on consumer patronage of pharmaceutical companies.                 27
2.8    Impact of promotion on consumer patronage of Gabbey pharmacy Enugu.                   33

CHAPTER THREE
    Research methodology
3.1    Sources of data collection                 36
3.2    Population of the study                 37
3.3    Sample size determination                 38
3.4    Sampling technique                     39
3.5    Research instrument                     39
3.6    Data treatment and analysis                 40
3.7    Allocation and administration questionnaires    40

CHAPTER FOUR
    Presentation, analysis and interpretation of data
4.1    Presentation and analysis of data             41
4.2    Tests of hypothesis                     57

CHAPTER FIVE
    Findings, conclusion and recommendation
5.1    Summary of findings                     67
5.2    Conclusion                             69
5.3    Recommendations                         71
Reference pages                         76
Research questions                     78