Consumer loyalty in the Swedish pharmaceutical market
2008 (English)Report (Other academic)
The purpose of this paper is to test if consumer loyalty is strongertoward brand name pharmaceutical products and branded generics ascompared to "true" generics in the Swedish pharmaceuticals market. Theresults show that consumers are equally loyal toward brand name pharmaceuticalsand branded generics, while substantially less loyal towardgenerics. The results thus seem to give support to the idea that brandname recognition is important in creating consumer loyalty toward pharmaceuticalproducts.
Place, publisher, year, edition, pages
Stockholm: Handelns utredningsinstitut , 2008. , 10 p.
, Handelns Utredningsinstitut Working Paper, ISSN 1653-1884 ; 17
Pharmaceutical industry, generic competition, generic drugs, brand name drugs
Research subject Economics
IdentifiersURN: urn:nbn:se:umu:diva-37151OAI: oai:DiVA.org:umu-37151DiVA: diva2:358095