Marketing Strategies Adopted by Pharmaceutical Companies in Response to the Changing Consumer Buying Behaviour in Kenya
Abstract
This research was designed to investigate the marketing strategies adopted by
pharmaceutical companies in response to the changing consumer buying behavior in
Kenya. The studied two objectives were; to determine the marketing strategies
adopted by pharmaceutical companies in response to the changing consumer buying
behavior and to establish the challenges faced in implementing the marketing
strategies. Data was collected from the country managers or the product managers or
equivalent of 37 pharmaceutical companies. Data was analyzed using descriptive
statistics such as mean and standard deviation. Percentages and tables were used for
data presentation. The study found that different pharmaceutical companies adopt
different marketing strategies in response to the changing consumer behavior. The
findings of the study indicate that pharmaceutical companies have adopted strategies
such as promotional, pricing, marketing segmentation, positioning, branding and
distribution strategies. However, from the study the commonly adopted strategies
were branding and pricing. The least adopted strategy was market segmentation. The
finding also indicated that the pharmaceutical companies face challenges such as
resistance to change, financial requirement, regulations imposed by the government,
technological challenges, inefficient leadership, legal requirements and competition
when implementing the marketing strategies. The study found that the common
challenges among the pharmaceutical companies were resistance to change and
competition. The least faced challenges were inefficient leadership and legal
requirements.
Publisher
University of Nairobi
Description
Masters