Effects of Packaging on Consumers' Choice of a Pharmaceutical Product: A Study of Local Pharmaceutical Products in Ho Municipality, Ghana

Abstract

Jennifer (2008) defined packaging as a wrapper or container for a consumer product that serves a number of purposes including protection and description of the contents, theft, deterrence, and promotion. The purpose of this research is to look at how packaging affects consumers' choice of pharmaceutical products offered to the Ghanaian market. Detailed literature was reviewed for an in-depth understanding of key issues related to the topic.  Data from 535 respondents was collected with a two-stage cluster sampling technique and analyzed descriptively. The study revealed that consumers purchase pharmaceutical products base branding and not packaging. The survey equally revealed that local packages are not attractive as compared to those of imported pharmaceutical products. Some recommendations are proffered for consideration by local manufacturers of pharmaceutical products.