Choosing between generic and branded drugs: the effect of COO

What is it about?

This article investigates consumers’ preferences for over-the-counter (OTC) drugs, regarding three attributes: country of origin (COO), brand status (branded versus generic) and price. It also tests the effect of COO and brand status on consumers’ perceptions of quality, trust and purchasing intentions.

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Why is it important?

The findings show that, in an emerging countries’ context, COO is less important than brand status in consumers’ preferences and that COO and brand status have a greater effect on consumers’ perceptions of drug quality and trust than on purchasing intentions.

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