FACTORS INFLUENCING PURCHASING BEHAVIOUR OF VETERINARY PHARMACEUTICALS IN SOUTH AFRICA
Date
2011-03-22
Authors
Simpson, Brett
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Veterinary pharmaceutical companies in South Africa operate in a very competitive
environment. Understanding the buying centre and consumer behaviour of a
veterinary practice will enable these companies to effectively reach their target
market.
This research specifically investigated which members of a veterinary practice
form the buying centre and what the level of involvement is in the purchasing
decision process. The objective was to determine what the most important
selection criteria are when purchasing veterinary pharmaceutical products and to
identify any differences between three product categories of veterinary
pharmaceuticals viz. Biologicals, Ethicals and Veterinary Over the Counter
products. Moreover, the relative importance’s of different sources of information
were investigated as well as any variances between the product groups. Gender,
age, ownership status, number of vets per clinic and consultation fee were used to
determine if the veterinary market could be segmented. The research was
conducted across South Africa by means of a structured questionnaire. The total
sample comprised 327 respondents, with the data collected then being analysed
using descriptive and inferential statistics.
The research exposed that there are certain differences between the product
groups when considering both the selection criteria and information sources. The
important purchasing decision criteria included inter alia experience with the
product, efficacy and safety of the product, technical information on the product,
price and service levels provided by the pharmaceutical company. The important
information sources included sales representatives, scientific journals and
veterinary colleagues. Suggestions for segmenting the veterinary market seemed
limited based on the demographic variables investigated. A dashboard of
attributes for each of the product groups are suggested as a basis upon which
marketing strategies can be developed. The research highlighted the need to
understand the buying centre of a veterinary practice and to understand the buying
behaviour thereof. The successful veterinary pharmaceutical company is one that
will be able to create successful synergies with these important attributes. This will
ensure the best return on a limited set of marketing resources.
Description
MBA - WBS
Keywords
Veterinary pharmaceuticals, Purchasing behaviour